Chapter Overview

1. 8 Chapter Overview Advertising Design: Message Strategies and Executional Frameworks • Message strategies. • Executional frameworks. • Spokespersons and endorsers. • Principles of effective advertising.

2. 8 ViagraPharmaceutical Advertising • Why have drug companies shifted some of their advertising from physicians to consumers? • What is your evaluation of the approach taken by Pfizer in promoting Viagra? • What advertising approach is best for drugs such as Viagra? Discussion Slide

3. Generic message Preemptive message Unique Selling Proposition Hyperbole Comparative ad Message Strategies Cognitive Affective Conative Brand

4. An advertisement by Bonne Bell using the unique selling proposition.

5. Resonance advertising Emotional advertising Message Strategies Cognitive Affective Conative Brand

6. Advertisement by Cheerios using a resonance, affective message strategy.

7. Action-inducing Promotional support Message Strategies Cognitive Affective Conative Brand

8. An advertisement by Fisher Boy encouraging consumers to enter the contest (e.g., promotional support ad).

9. Brand user Brand image Brand usage Corporate Message Strategies Cognitive Affective Conative Brand

10. An advertisement by Skechers using a brand image message strategy.

11. F I G U R E 8 . 2 Message Strategies and Hierarchy of Effects Model Hierarchy of Effects Model MessageStrategies • Awareness • Knowledge • Liking • Preference • Conviction • Actual purchase • Cognitive strategies • Affective strategies • Conative strategies • Brand strategies

12. F I G U R E 8. 3 Executional Frameworks • Animation • Slice-of-life • Dramatization • Testimonial • Authoritative • Demonstration • Fantasy • Informative

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

14. Slice-of-Life • Generally include four components: • Encounter • Problem • Interaction • Solution

15. Slice-of-life A business-to-business print advertisement using a slice-of-life executional framework. The text asks: “If the average single female breaks up with 4.3 men, avoids 237 phone calls and ignores 79 red lights per year - What are the chances she’ll read your e-mail message?”

16. Drama Use of the drama executional framework by United Airlines in a television advertisement. Click picture for video.

17. Executional Frameworks(Continued) • Testimonials • Actual Customers vs paid actors • Enhance credibility • Business-to-business usage • Informative • Used extensively in radio. • Business-to-business usage • Those highly involved in a product category will pay greater attention

18. Executional Frameworks(Continued) • Authoritative • Use an expert to endorse the product • Works well for cognitive processing • Demonstration • Show how a product works

19. Fantasy An advertisement by Jantzen using a fantasy executional framework.

20. STOP INTEGRATED LEARNING EXPERIENCE • For producing television commercials, access http://www.commercialtelevision.com. • Creative Idea • Hollywood Production • Media Planning

21. Spokespersons • Celebrities • CEOs • Experts • Typical persons

22. Ace Hardware: John Madden Adidas: Steffi Graf American Express: Jerry Seinfeld Amway: Shaquille O’Neal AT&T: Whitney Houston Campbell Soup: Wayne Gretzky Compaq Computers: Hakeem Olajuwon Converse: Larry Bird, Larry Johnson, Lattrell Sprewell Danskin: Nadia Comaneci Fila: Naomi Campbell, Grant Hill, Kathy Ireland, Vendela GMC Trucks: Grant Hill Hanes Hosiery: Fran Drescher Hanes Underwear: Michael Jordan K-Mart: Rose O’Donnell L’eggs: Jamie Lee Curtis MasterCard: Tom Watson Nintendo: Ken Griffey, Jr. Outback Steakhouse: Rachel Hunter Revlon: Cindy Crawford Sprite: Grant Hill Taco Bell: Spike Lee, Shaquille O’Neal, Hakeem Olajuwon F I G U R E 8 . 4 Celebrity Endorsers

23. Attractiveness Physical Personality Likability Trustworthiness Expertise Credibility Source Characteristics • Celebrities • CEOs • Experts • Typical persons

24. Endorsers Celebrity Endorser Bo Derrick

25. Endorsers Celebrity Endorser Ringo Starr

26. F I G U R E 8 . 5 Creating an Advertisement

27. F I G U R E 8 . 6 Principles of Effective Advertising • Visual consistency • Campaign duration • Repeated taglines • Consistent positioning • Simplicity • Identifiable selling point • Create an effective flow

28. STOP INTEGRATED LEARNING EXPERIENCE Creating Award Winning Ads • Access DDB Needham Agency and then sections listed below to gain information on how award winning advertisements are created. • http://www.ddb.com • Work • Recognition • State of the Art • 50 in 50

29. F I G U R E 8. 7 Which taglines can you identify? • It’s everywhere you want to be. • Are you feeling it? • 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.

30. Beating Ad Clutter • Use repetition • Variability Theory • Use multiple mediums • Create ads that gain attention • Create ads that relate to the target audience

31. Advertisement for The Socoh Group

32. STOP INTEGRATED LEARNING EXPERIENCE Advertisements that did not run! • Go to the “Advertising Graveyard” at • http://www.zeldman.com/ad.html • Why did these ads not run? • Compare these ads to the award winning ads you viewed previously. • What would you change to make them effective ads?

33. Building Your IMC Campaign • Choose a message strategy for each creative brief and means-end chain. • Choose an executional framework for each advertisement. • Will any type of endorser by used? If so, which kind and who? • What tagline will you use to ensure consistency? • Using Figure 10-5 as a guide, create your advertisements.