Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 7-1 7 Chapter Seven...
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Copyright © 2010 Pearson Education, Inc. publishing as Prentice 7-1 7 Chapter Seven Advertising Design Message Strategies and Executional Frameworks
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Transcript of Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 7-1 7 Chapter Seven...
Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall7-1
7 Chapter Seven
Advertising DesignMessage Strategies and
Executional Frameworks
Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 7-2
Message StrategiesCognitive Affective Conative
Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 7-3
Message Strategies
• Generic Cognition• Unique Selling Proposition• Comparative
Cognitive Affective Conative
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Cognitive Message Strategy
An ad for Koestler Granite & Marble using a generic cognitive message strategy.
Click picture for video.
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An advertisement by Bonne Bell using the unique selling proposition.
Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 7-6
Message Strategies
• Resonance
• Emotional
Cognitive Affective Conative
Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 7-7
Advertisement by Cheerios using a resonance, affective message strategy.
Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 7-8
Message Strategies
• Action-inducing
• Promotional support
Cognitive Affective Conative
Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 7-9
An advertisement by Fisher Boy encouraging consumers to enter the contest.
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F I G U R E 7 . 2The Hierarchy of Effects Model, Message Strategies, and Advertising Components
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• Animation
• Dramatization
• Testimonial
• Authoritative
• Demonstration
• Fantasy
• Informative
F I G U R E 7. 3Executional Frameworks
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Animation
• Originally only used by firms with a small advertising budget.• Use has increased due to computer graphics technology.• Rotoscoping.• Clay animation.
Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 7-13
Dramatization
Use of the drama executional framework by United Airlines in a television advertisement.
Click picture for video.
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• Business-to-business sector
• Service sector
• Enhance credibility
• Source• Customers• Paid actors
Testimonials
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Testimonials
Use of the testimonial execution by Diamond Security in a television advertisement.
Click picture for video.
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• Expert authority
• Scientific or survey evidence
• Independent evidence
• Business-to-business ads
• Cognitive processing
• Specialty print media
Authoritative
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• Shows product being used
• Business-to-business sector
• Television and Internet
Demonstration
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• Used extensively in radio
• Business-to-business usage
• Key is buying situation
• Level of involvement
Informative
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Sources and Spokespersons
Source
Celebrities
CEOs
Experts
Typical persons
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F I G U R E 7 . 6Characteristics of Effective Spokespersons
Credibility
Attractiveness Likability
Trustworthiness Expertise
Similarity
Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 7-21
• 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
Matching Source Typesand Characteristics
Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 7-22
Beating Ad Clutter• Repetition
• Multiple mediums
• Create ads that gain attention
• Create ads that relate to the target audience
