Advertising Design Message Strategies Executional Frameworks Chapter 7

Advertising Design: Message Strategies & Executional Frameworks Chapter 7 Lecturer – Md Shahedur Rahman

Introduction �Designing messages that effectively reaches the target audience. �Designed to change or shape attitudes. �Must be remembered. �Should lead to some kind of short or long term action. ?

Message Strategies � 3 broad categories of message strategies: �Cognitive �Affective �Conative

Cognitive Strategies � Presentation of rational arguments or pieces of information to consumers. � The advertiser’s key message is about the product’s attributes or benefits. � 5 major forms of cognitive strategies: �Generic messages �Preemptive messages �Unique Selling Proposition �Hyperbole �Comparative Advertisements

Cognitive Strategies � Generic Messages – �Direct promotions of product attributes or benefits without any claim of superiority. �Work best for the brand leaders �Example: Campbell’s Soup – Soup is good food � Preemptive Messages – �Claim superiority based on a product’s specific attribute or benefit. �Idea is to present the competition from making thee same or a similar statement. �Example: Crest – the cavity fighter

Cognitive Strategies �USP – � A clear, testable claim of uniqueness or superiority that can be supported or verified. �Example: Dove – 25% moisturizer.

Cognitive Strategies �Hyperbole – �This makes an untestable claim based upon some attribute or benefits. �Eg. NTV is promoting ‘Bangladeshi’s favorite color GREEN’ �Comparative Advertisement – �When an advertiser directly or indirectly compares a good or service to the competition.

Remember �All five of these cognitive message strategies are based on some type of rational logic �Ensure consumer pay attention and take time to cognitively process the information �Informing people about the product

Affective Strategies �Feelings or emotions and match those feelings with the good, service, or company. �Prepared to enhance the likeability of the product �Recall of the appeal Affective strategies are a common approach to developing a strong brand name.

Affective Strategies �The two main forms are: �Resonance advertising �Emotional advertising

Affective Strategies �Resonance Advertising �Connect product with a consumer’s experience to stronger ties between the product and the consumer �Emotional Advertising �Elicit powerful emotions that eventually lead to product recall and choice �Many emotions can be connected to products, including trust, reliability, friendship, happiness, security, romance, passion etc.

Remember about Affective Strategies �Good for developing a strong brand name �Do not make decision based solely on rational thought process �Emotions and feelings also affect decisions

Conative Strategies �Designed to lead more directly to some type of consumer response. �Can be used to support other promotional efforts, such as coupon redemption programs, in-store offers like buy-one-get-one-free. �The 2 main forms are: �Action inducing (suggesting) �Promotional support

Hierarchy of Effects Model Message Strategies Cognitive Strategies Hierarchy of Effects Model Advertising Components Awareness Knowledge Headline Sub-headline Liking Affective Strategies Amplification Preference Proof of the claim Conviction Conative Strategies Actual Purchase Action to take

Executional Frameworks

Executional Framework � An executional framework is the manner in which an ad appeal is presented. � It is chosen after an advertising appeal has been selected �Animation �Slice-of-life �Dramatization �Testimonial �Authoritative �Demonstration �Fantasy �Informative

Animation �Has seen a lot of development in recent years. �Rotoscoping �Clay animation

Slice-of-Life �Here, advertisers try to provide solutions to the everyday problems customers and businesses face. �P&G came up with the format back in the 1950 s. �A common slice-of-life format has 4 stages: �Encounter �Problem �Interaction �Solution ( Banglalink add – dinbodol)

Dramatization �It is similar to the slice-of-life framework. �However, the intensity of the situation is heightened in this framework. �Make it Big

Testimonials � Especially successful in the B 2 B and services marketing sectors. � Customer is presented in an ad talking about a positive experience with a product. � It is an effective method for promoting services. � Testimonials enhance company credibility. In such ads, it is the everyday people, often actual customers are the main characters – they are found to be more credible than endorsers and famous individuals. � Example: BTI – our clients speak for us campaign

Authoritative � The advertiser tries to convince viewers that a given product is superior to other brands. � Expert authority – dentists, physician, engineer, or chemist talks about the brand’s advantages compared to other brands. � Example: Colgate � May include scientific or survey evidence.

Demonstration � It shows how a product works. � Effective way to communicate the attributes of a product to viewers. � Well-suited to television and internet flash � It is difficult to portray it in other media like print. � Demonstrations have been found to be effective for B 2 B marketing

Fantasy � Such executions are designed to lift the audience beyond the real world to a make-believe experience. � Most common fantasy themes still involve sex, love and romance. � Fantasy is widely used for fragrances and other fashion items.

Informative � Here, information is presented to the audience in a straightforward manner. � Seen commonly in RDCs, rather than in TVC or print – where consumers tend to ignore them. � Consumers who are highly involved in a particular product category pay attention to such ads. � Such ads thus tend to work best for high-involvement situations.

Sources and Spokesperson

Sources and Spokespersons �Selecting the right source and spokesperson to use in an advertisement is a critical decision. � 4 types of sources are available to advertisers: �Celebrities – Nokia with Tamim Iqbal �CEOs �Experts – Sunsilk/Persona with Habib, doctors for colgate �Typical persons

Source Characteristics Credibility Attractiveness Trustworthiness Likability Expertise

Matching Source Types and Characteristics � Amitabh Bachchan � Sachin Tendulkar � If there is a match between the product and celebrity, the virtue of such an endorsement increases. � Problems �Brand ambassadors bringing disgrace to the brand �Celebrities endorsing too many products – they lose credibility �People know that the celebrities are paid – they lose credibility

Creating an Advertisement Message Strategy • Cognitive • Affective • Conative Appeals • Fear • Humor • Sex • Music • Rationality • Emotions • Scarcity Creative Brief (message theme) Executional Framework Means-End Chain • Animation • Slice-of-life • Dramatization • Testimonial • Authoritative • Demonstration • Fantasy • Informative Leverage Point Spokesperson

Effective Advertising – Key Points �An effective ad requires the joint efforts of the account exec, creative, media planner, and media buyer. �If the ad can break through the clutter – half the battle is won.

Key points to keep in mind are: �Visual consistency �Campaign duration �Repeated taglines �Consistent positioning – avoid ambiguity (doubt) �Simplicity �Identifiable selling point �Create an effective flow

Beating Ad Clutter � Repetition – it can lead to better brand ad recall. � Variability theory �Suggests that variable encoding occurs when a consumers sees the same advertisement in different environments. These varied environments increase an ad’s recall and effectiveness by encoding it into the brain through various methods. �Creatives can generate the effect by varying the situational context of a particular ad. �Example: Mastercard ads or Zoo

Questions?