Whats Happening Projects and propsals https www youtube

What’s Happening? �Projects and propsals � https: //www. youtube. com/watch? v=C_0 fy. UYB 3 c. A � http: //www. youtube. com/watch? v=PUd. MEe 4 Dmy. Q

Advertising Strategies Creative Tactics and Executional Frameworks Chapter 6

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 Conative � Resonance http: //www. youtube. com/wat ch? v=gp. D 7 f 8 g. Wg. Dg � Emotional Brand

Porsche combines informational and emotional appeals in it’s communications

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

An advertisement by Fisher Boy encouraging consumers to enter the contest. 7 -8

Message Strategies Cognitive Affective � Brand user � Brand image Conative Brand

FIGURE 6. 1 The Hierarchy of Effects Model, Message Strategies, and Advertising Components

Executional Frameworks �An executional framework is the manner in which an ad appeal (Chapter 5) is presented.

Figure 6 -2 Executional Frameworks �Animation �Slice-of-life �Dramatization �Testimonial - http: //www. youtube. com/watch? v=d 3 j. Ht. Tm. AEg. U �Authoritative �Demonstration � http: //www. youtube. com/watch? v=t. Zr. ZB_Zxb. L 0 �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

FIGURE 6. 3 Components of a Slice-of-Life Ad Encounter Problem Interaction http: //www. youtube. com/watch? v=Bme 8 -75 Jkq 0 Solution

Sources of Spokespersons Celebrities Source CEOs Experts Typical persons

Characteristics of Effective Spokespeople � Attractiveness Physical Personality � Likability � Trustworthiness � Expertise � Credibility

Matching Source Types and Characteristics q Celebrities ▪ Tend to score high in credibility ▪ Negative publicity ▪ Endorsement of too many products q CEO ▪ Trustworthy, expertise, and some credibility ▪ Must exercise care in selection q Expert ▪ Seek experts who are attractive, likable, trustworthy ▪ Valid credentials important q Typical person ▪ Multiple typical persons increase credibility ▪ Real-person ▪ Actor

Principles of Effective Advertising �Visual and verbal consistency �Campaign duration �Repeated messages and taglines �Consistent positioning �Simplicity �Identifiable selling point �Effective flow of message �Variability Theory Same message in different environments and media

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. � What can brown do for you? � Always fresh � When you care enough to send the very best. � It takes a licking and keeps on ticking. � What can brown do for you? � Can you hear me now? � I’m loving it!