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Advertising Strategies

Advertising Strategies. Executional Frameworks Chapter 7. Message Strategies. Message strategies are used to deliver a message theme (Chapter 5). Message Strategies. Generic Preemptive Unique Selling Proposition Hyperbole Comparative. Cognitive. Affective. Conative. Brand.

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Advertising Strategies

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  1. Advertising Strategies Executional Frameworks Chapter 7

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

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

  4. Generic Cognitive Message Strategy An ad for Koestler Granite & Marble using a generic cognitive message strategy. Click picture for video.

  5. Preemptive Cognitive Message Strategy An ad for the Waterfront Grill created by Sartor Associates using a pre-emptive cognitive message strategy. Click picture for video.

  6. Message Strategies • Resonance • Emotional Cognitive Affective Conative Brand

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

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

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

  10. F I G U R E 7 . 2 The Hierarchy of Effects Model, Message Strategies, and Advertising Components

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

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

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

  14. Animation • Originally only used by firms with a small advertising budget • 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

  15. F I G U R E 7. 4 Components of a Slice-of-Life Ad Solution Interaction Problem Encounter

  16. Sources of Spokespersons Celebrities CEOs Experts Typical persons Source

  17. Characteristics of Effective Spokespeople • Attractiveness • Physical • Personality • Likability • Trustworthiness • Expertise • Credibility

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

  19. What’s Happening? • Hey Denton, • I had in mind an advertisement that is related to what we have been talking about in class this past week or so. I think it shows a good combinations of the 'Appeals' that we have been looking. I showed it to my group today at our meeting and they told me to email it to you as you might find it amusing and a good example to use in class. • http://www.youtube.com/watch?v=1IrPnRGaSUk •  Kind Regards •  Mark • I thought it was very effective using the humour appeal. It is an ad for Old Spice body wash http://www.youtube.com/watch?v=owGykVbfgUE • Jessica Flesser • http://www.fastcompany.com/1585666/starbucks-sponsors-coffee-cup-redesign-contest?partner=homepage_newsletter

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

  21. 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

  22. 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. • What can brown do for you? • A different kind of company. A different kind of car. • 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!

  23. 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 • ESPN2 – 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.

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