Transcript Advertising Design: Message Strategies and Executional

Advertising Design:
Message Strategies and Executional Frameworks
Chapter 8 with Duane Weaver
OUTLINE
• MESSAGE STRATEGIES
• EXECUTIONAL FRAMEWORKS
• SOURCES and
SPOKESPERSONS
• CREATING ADS
• AD EFFECTIVENESS
MESSAGE STRATEGIES
Cognitive
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Presentation of rational arguments or pieces of information to consumers
Generic – direct promo of product or service without claims of superiority
Pre-emptive – claims of superiority based on specific attribute or benefit
Unique Selling Proposition – explicit testable claim of superiority or uniqueness
Comparative – direct or indirect comparison of good or service to competitor.
Affective
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2.
invoke feelings and emotions and match them with the product, service, or company
Resonance – connects products with consumer’s experience to build stronger ties between
product and consumer.
Emotional – elicits powerful emotions that lead to product recall and choice
Conative
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2.
Designed to lead more directly to some type of consumer behaviour.
Action-inducing – cognitive evaluation through use after sale (impulse purchase displaysbuy now be happy later)
Promotional support – designed to support other promotions (gets consumer to take
supportive action to other promotion – sweepstake or store visit)
Brand
Builds or enhances brand or corporate name (vs. consumer action)
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2.
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Brand user – types of individuals that use brand (celebrity?)
Brand image – develop brand personality (limited copy and generic presenters)
Brand usage – Stress different uses for a Brand (showing brand advantage and versatility)
Corporate Ads – Promotes corporate name and image rather than the Brand name.
EXECUTIONAL FRAMEWORKS
The manner in which an ad appeal is presented.
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Appeals:
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Fear
Humour
Sex
Music
Rationality
Emotions
Scarcity
Animation
Dramatization
Testimonials
Authoritative
Demonstration
Fantasy
Informative
SOURCES and SPOKESPERSONS
• Who will represent…
– Celebrities
(Tiger Woods, Gretzky, Celine Dionne)
– CEOs
(Remington – I bought the co.)
– Experts
(Surgeon General)
– Typical persons
(Joe Canadian, eh!)
CREATING ADS
AD EFFECTIVENESS
7 Basic Principles:
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Visual Consistency
Campaign Duration
Repeated Tag Lines
Consistent Positioning
Simplicity (e.g. Internet load time)
Identifiable Selling Point (one point easily
identifiable)
And…Beating Ad clutter
standing out in a crowd - e.g. variability
theory
THANK YOU!