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Advertising Design:

Message Strategies and Executional Frameworks

Chapter 8 with Duane Weaver

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OUTLINE

MESSAGE STRATEGIES

EXECUTIONAL FRAMEWORKS

SOURCES and

SPOKESPERSONS

CREATING ADS

AD EFFECTIVENESS

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MESSAGE STRATEGIES

Cognitive

Presentation of rational arguments or pieces of information to consumers1. Genericdirect promo of product or service without claims of superiority

2. Pre-emptiveclaims of superiority based on specific attribute or benefit

3. Unique Selling Propositionexplicit testable claim of superiority or uniqueness

4. Comparativedirect or indirect comparison of good or service to competitor.

Affectiveinvoke feelings and emotions and match them with the product, service, or company

1. Resonanceconnects products with consumers experience to build stronger ties betweenproduct and consumer.

2. Emotionalelicits powerful emotions that lead to product recall and choice

ConativeDesigned to lead more directly to some type of consumer behaviour.

1. Action-inducingcognitive evaluation through use after sale (impulse purchase displays-buy now be happy later)

2. Promotional supportdesigned to support other promotions (gets consumer to take

supportive action to other promotionsweepstake or store visit)Brand

Builds or enhances brand or corporate name (vs. consumer action)1. Brand user types of individuals that use brand (celebrity?)

2. Brand imagedevelop brand personality (limited copy and generic presenters)

3. Brand usageStress different uses for a Brand (showing brand advantage and versatility)

4. Corporate AdsPromotes corporate name and image rather than the Brand name.

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EXECUTIONAL FRAMEWORKS

The manner in which an ad appeal is presented. Appeals:

1. Fear

2. Humour

3. Sex

4. Music

5. Rationality6. Emotions

7. Scarcity

Animation

Dramatization

Testimonials Authoritative

Demonstration

Fantasy

Informative

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SOURCES and SPOKESPERSONS

Who will represent Celebrities

(Tiger Woods, Gretzky, Celine Dionne)

CEOs

(RemingtonI bought the co.)

Experts

(Surgeon General)

Typical persons

(Joe Canadian, eh!)

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CREATING ADS

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AD EFFECTIVENESS

7 Basic Principles:1. Visual Consistency

2. Campaign Duration

3. Repeated Tag Lines

4. Consistent Positioning

5. Simplicity (e.g. Internet load time)6. Identifiable Selling Point (one point easily

identifiable)

AndBeating Ad clutterstanding out in a crowd - e.g. variabilitytheory

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THANK YOU!