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AFLAC Duck

7. AFLAC Duck. Typical insurance ads 1999 – AFLAC duck Linda Kaplan Thaler Target market – small businesses Sales up 27% Duck merchandise What is the future?. Discussion Slide. 7. Chapter Overview. Advertising Design: Message Strategies and Executional Frameworks.

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AFLAC Duck

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  1. 7 AFLAC Duck • Typical insurance ads • 1999 – AFLAC duck • Linda Kaplan Thaler • Target market – small businesses • Sales up 27% • Duck merchandise • What is the future? Discussion Slide © 2007 by Prentice Hall

  2. 7 Chapter Overview Advertising Design: Message Strategies and Executional Frameworks • Message strategies • Executional frameworks • Spokespersons and endorsers • Principles of effective advertising © 2007 by Prentice Hall

  3. Generic Preemptive Unique Selling Proposition Hyperbole Comparative Message Strategies Cognitive Affective Conative © 2007 by Prentice Hall

  4. GenericCognitive Message Strategy An ad for Koestler Granite & Marble using a generic cognitive message strategy. Click picture for video. © 2007 by Prentice Hall

  5. PreemptiveCognitive Message Strategy An ad for the Waterfront Grill created by Sartor Associates using a pre-emptive cognitive message strategy. Click picture for video. © 2007 by Prentice Hall

  6. An advertisement by Bonne Bell using the unique selling proposition. © 2007 by Prentice Hall

  7. Resonance Emotional Message Strategies Cognitive Affective Conative © 2007 by Prentice Hall

  8. Advertisement by Cheerios using a resonance, affective message strategy. © 2007 by Prentice Hall

  9. An advertisement by Skechers using an emotional message strategy. © 2007 by Prentice Hall

  10. Corporate Advertising • Promotes corporate name and image • Often uses an affective message strategy Microsoft  “Your Potential, Our Passion” GlaxoSmithKline “Today’s medicines finance tomorrow’s miracles.” © 2007 by Prentice Hall

  11. Action-inducing Promotional support Message Strategies Cognitive Affective Conative © 2007 by Prentice Hall

  12. An advertisement by Fisher Boy encouraging consumers to enter the contest. © 2007 by Prentice Hall

  13. F I G U R E 7 . 2 The Hierarchy of Effects Model, Message Strategies, and Advertising Components © 2007 by Prentice Hall

  14. F I G U R E 7. 3 Executional Frameworks • Animation • Slice-of-life • Dramatization • Testimonial • Authoritative • Demonstration • Fantasy • Informative © 2007 by Prentice Hall

  15. Animation • Originally only used by firms with a small advertising budget. • Use has increased due to computer graphics technology. • Rotoscoping. • Clay animation. © 2007 by Prentice Hall

  16. Slice-of-Life • Encounter • Problem • Interaction • Solution © 2007 by Prentice Hall

  17. 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?” © 2007 by Prentice Hall

  18. Drama Use of the drama executional framework by United Airlines in a television advertisement. Click picture for video. © 2007 by Prentice Hall

  19. Testimonials • Business-to-business sector • Service sector • Enhance credibility • Source • Customers • Paid actors © 2007 by Prentice Hall

  20. Testimonials Use of the testimonial execution by Diamond Security in a television advertisement. Click picture for video. © 2007 by Prentice Hall

  21. Authoritative • Expert authority • Scientific or survey evidence • Independent evidence • Business-to-business ads • Cognitive processing • Specialty print media © 2007 by Prentice Hall

  22. Demonstration • Shows product being used • Business-to-business sector • Television and Internet © 2007 by Prentice Hall

  23. Fantasy • Beyond reality • Common themes • Sex • Love • Romance • Perfume/Cologne An advertisement by Jantzen using a fantasy executional framework. © 2007 by Prentice Hall

  24. Informative • Used extensively in radio • Business-to-business usage • Key is buying situation • Level of involvement © 2007 by Prentice Hall

  25. Changing World of Creatives • Beyond Madison Avenue • Emphasis on market research • Creatives  Director • Goals for creatives • Keep work original • Take risks © 2007 by Prentice Hall

  26. Spokespersons • Celebrities • CEOs • Experts • Typical persons © 2007 by Prentice Hall

  27. F I G U R E 7 . 4 Celebrity Endorsers © 2007 by Prentice Hall

  28. F I G U R E 7 . 5 Top 10 Earnings of Dead Celebrities © 2007 by Prentice Hall

  29. F I G U R E 7 . 6 Characteristics of Effective Spokespersons Credibility Likability Attractiveness Trustworthiness Expertise © 2007 by Prentice Hall

  30. Endorsers Celebrity Endorser Bo Derrick © 2007 by Prentice Hall

  31. Endorsers Celebrity Endorser Ringo Starr © 2007 by Prentice Hall

  32. F I G U R E 7 . 8 Creating an Advertisement © 2007 by Prentice Hall

  33. F I G U R E 7 . 9 Principles of Effective Advertising • Visual consistency • Campaign duration • Repeated taglines • Consistent positioning- avoid ambiguity • Simplicity • Identifiable selling point • Create an effective flow © 2007 by Prentice Hall

  34. Campbell’s Advertising With a $178 million ad budget, Campbell’s has demonstrated effective advertising with 43.1% of ready-to-serve soup market. Ready-to-serve soup Market share • Campbell’s Chunky 27.2% • Progresso 23.5% • Campbell’s Select 11.4% • Swanson 7.7% • Campbell’s 4.5% Source: Stephanie Thompson, “Mobile Meals Gaining,” Advertising Age, Vol. 74, No. 25 (June 23, 2002), p. 20. © 2007 by Prentice Hall

  35. F I G U R E 7. 10 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. Answers: Visa, Reebok, Nike, Allstate, Colgate, Pontiac, Saturn, Hallmark, BMW, Timex. © 2007 by Prentice Hall

  36. Ad Clutter - Television Nonprogram 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. © 2007 by Prentice Hall

  37. Beating Ad Clutter • Presence of competitor ads • Repetition • Variability Theory • Multiple mediums • Create ads that gain attention • Create ads that relate to the target audience © 2007 by Prentice Hall

  38. Advertisement for The Socoh Group © 2007 by Prentice Hall

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