Advertising Strategies Executional Frameworks Chapter 7 Message Strategies

Advertising Strategies Executional Frameworks Chapter 7

Message Strategies • Message strategies are used to deliver a message theme (Chapter 5)

Message Strategies Cognitive • • • Affective Conative Generic Preemptive Unique Selling Proposition Hyperbole Comparative Brand

Message Strategies Cognitive Affective • Resonance • Emotional Conative Brand

Message Strategies Cognitive Affective Conative • Action-inducing • Promotional support Brand

Message Strategies Cognitive • • Affective Brand user Brand image Brand usage Corporate Conative Brand

FIGURE 7. 2 The Hierarchy of Effects Model, Message Strategies, and Advertising Components

Executional Frameworks • An executional framework is the manner in which an ad appeal (Chapter 6) is presented.

Means-End Chain Theory Product Attributes Executional Framework Leverage Point Consumer Benefits Personal Value

Figure 7 -3 Executional Frameworks • • Animation Slice-of-life Dramatization Testimonial Authoritative Demonstration Fantasy Informative

Animation v Originally only used by firms with a small advertising budget v Use has increased due to computer graphics technology. Some Web sites to explore • Http: //www. greengiant. com • Http: //www. doughboy. com • Http: //www. animationlibrary. com

Spokesperson's Characteristics • Attractiveness – Physical – Personality • • Likability Trustworthiness Expertise Credibility • • Celebrities CEOs Experts Typical persons

Principles of Effective Advertising • • Visual consistency Campaign duration Repeated taglines Consistent positioning Simplicity Identifiable selling point Effective flow of message

Beating Ad Clutter • • Use repetition Variability Theory Use multiple mediums. Create ads that gain attention – any dangers of this? • Create ads that relate to the target audience

Which taglines can you identify? • • • It’s everywhere you want to be. Just do it. You’re in good hands. The brushing that works between brushings. Driving excitement. A different kind of company. A different kind of car. • When you care enough to send the very best. • The ultimate driving machine. • It takes a licking and keeps on ticking.

Ad Clutter - Television Non-program material each hour • 4 broadcast networks – 13 min 4 sec • 37 cable networks – 14 min 30 sec • Lowest cable channels – ESPN 2 – 11: 16 – ESPN – 12: 11 – CNN – 12: 19 • Highest cable channels – Golf Channel – 18: 32 – MTV – 16: 27 – Food Network – 16: 09 Source: Katy Bachman, “Court TV Gets on Ad Clutter Case, ” Adweek, Sept. 15, 2003, p. 8.