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Advertising Strategies

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

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Advertising Strategies

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  1. Executional Frameworks Chapter 7 Advertising Strategies

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

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

  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 Cognitive Affective Conative Brand • Resonance • Emotional

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

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

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

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

  11. What’s Happening? • http://www.youtube.com/watch?v=5-Sjld5yy3Q • http://www.youtube.com/watch?v=efB13sKDRrY • http://www.ubs.com/1/e/advertising_global.html • http://www.pcworld.com/businesscenter/article/210756/facebook_messaging_rolls_in_microsoft_office.html • McDonald’s free coffee!

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

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

  14. Figure 7-3Executional Frameworks • Animation • Slice-of-life • Dramatization • http://www.youtube.com/watch?v=1DU5LKoC1A8&NR=1 • Testimonial • Authoritative • Demonstration • Fantasy • Informative

  15. 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

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

  17. Sources of Spokespersons Celebrities CEOs Experts Typical persons Source

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

  19. 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

  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!

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