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    Clow Imc03 Media PPT 07

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    PJ Vee
    Message Strategies Executional Frameworks Spokespersons and endorsers Principles of effective advertising. C) 2007 by Prentice Hall an ad for the Waterfront Grill created by Sartor Associates using a preemptive cognitive message strategy. Click picture for video.

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    Clow Imc03 Media PPT 07

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    PJ Vee
    86 views38 pages
    Message Strategies Executional Frameworks Spokespersons and endorsers Principles of effective advertising. C) 2007 by Prentice Hall an ad for the Waterfront Grill created by Sartor Associates using a preemptive cognitive message strategy. Click picture for video.

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    Clow Imc03 Media Ppt 07

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    Message Strategies Executional Frameworks Spokespersons and endorsers Principles of effective advertising. C) 2007 by Prentice Hall an ad for the Waterfront Grill created by Sartor Associates using a preemptive cognitive message strategy. Click picture for video.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    86 views38 pages

    Clow Imc03 Media PPT 07

    Uploaded by

    PJ Vee
    Message Strategies Executional Frameworks Spokespersons and endorsers Principles of effective advertising. C) 2007 by Prentice Hall an ad for the Waterfront Grill created by Sartor Associates using a preemptive cognitive message strategy. Click picture for video.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    of 38

    7

    Discussion Slide

    AFLAC Duck
    Typical insurance ads 1999 AFLAC duck
    Linda Kaplan Thaler

    Target market
    small businesses

    Sales up 27% Duck merchandise What is the future?


    2007 by Prentice Hall 7-1

    Advertising Design: Message Strategies and Executional Frameworks

    Chapter Overview
    Message strategies Executional frameworks Spokespersons and endorsers Principles of effective advertising
    2007 by Prentice Hall 7-2

    Message Strategies
    Cognitive Affective Conative

    Generic Preemptive Unique Selling Proposition Hyperbole Comparative

    2007 by Prentice Hall

    7-3

    Generic Cognitive Message Strategy


    An ad for Koestler Granite & Marble using a generic cognitive message strategy.

    Click picture for video.

    2007 by Prentice Hall

    7-4

    Preemptive Cognitive Message Strategy


    An ad for the Waterfront Grill created by Sartor Associates using a preemptive cognitive message strategy.

    Click picture for video.

    2007 by Prentice Hall

    7-5

    An advertisement by Bonne Bell using the unique selling proposition.

    2007 by Prentice Hall

    7-6

    Message Strategies
    Cognitive Affective Conative

    Resonance Emotional

    2007 by Prentice Hall

    7-7

    Advertisement by Cheerios using a resonance, affective message strategy.

    2007 by Prentice Hall

    7-8

    An advertisement by Skechers using an emotional message strategy.

    2007 by Prentice Hall

    7-9

    Corporate Advertising
    Promotes corporate name and image Often uses an affective message strategy

    Microsoft Your Potential, Our Passion GlaxoSmithKline Todays medicines finance tomorrows miracles.

    2007 by Prentice Hall

    7-10

    Message Strategies
    Cognitive Affective Conative

    Action-inducing Promotional support

    2007 by Prentice Hall

    7-11

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

    2007 by Prentice Hall

    7-12

    FIGURE

    7.2

    The Hierarchy of Effects Model, Message Strategies, and Advertising Components

    2007 by Prentice Hall

    7-13

    FIGURE

    7. 3 Animation Slice-of-life Dramatization Testimonial Authoritative Demonstration Fantasy Informative


    2007 by Prentice Hall 7-14

    Executional Frameworks

    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

    7-15

    Slice-of-Life
    Encounter Problem Interaction Solution

    2007 by Prentice Hall

    7-16

    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 shell read your e-mail message?
    2007 by Prentice Hall 7-17

    Drama
    Use of the drama executional framework by United Airlines in a television advertisement.
    Click picture for video.

    2007 by Prentice Hall

    7-18

    Testimonials
    Business-to-business sector Service sector Enhance credibility Source
    Customers Paid actors

    2007 by Prentice Hall

    7-19

    Testimonials

    Use of the testimonial execution by Diamond Security in a television advertisement.

    Click picture for video.

    2007 by Prentice Hall

    7-20

    Authoritative
    Expert authority Scientific or survey evidence Independent evidence Business-to-business ads Cognitive processing Specialty print media

    2007 by Prentice Hall

    7-21

    Demonstration
    Shows product being used Business-to-business sector Television and Internet

    2007 by Prentice Hall

    7-22

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

    7-23

    Informative
    Used extensively in radio Business-to-business usage Key is buying situation Level of involvement

    2007 by Prentice Hall

    7-24

    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

    7-25

    Spokespersons
    Celebrities CEOs Experts Typical persons

    2007 by Prentice Hall

    7-26

    FIGURE

    7.4

    Celebrity Endorsers

    2007 by Prentice Hall

    7-27

    FIGURE

    7.5

    Top 10 Earnings of Dead Celebrities

    2007 by Prentice Hall

    7-28

    FIGURE

    7.6

    Characteristics of Effective Spokespersons

    Credibility

    Attractiveness

    Likability

    Trustworthiness

    Expertise
    2007 by Prentice Hall 7-29

    Endorsers

    Celebrity Endorser Bo Derrick

    2007 by Prentice Hall

    7-30

    Endorsers

    Celebrity Endorser Ringo Starr


    2007 by Prentice Hall 7-31

    FIGURE

    7.8

    Creating an Advertisement

    2007 by Prentice Hall

    7-32

    FIGURE

    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 7-33

    Campbells Advertising
    With a $178 million ad budget, Campbells has demonstrated effective advertising with 43.1% of ready-to-serve soup market. Ready-to-serve soup Market share

    1. 2. 3. 4. 5.

    Campbells Chunky Progresso Campbells Select Swanson Campbells

    27.2% 23.5% 11.4% 7.7% 4.5%

    Source: Stephanie Thompson, Mobile Meals Gaining, Advertising Age, Vol. 74, No. 25 (June 23, 2002), p. 20.

    2007 by Prentice Hall

    7-34

    FIGURE

    7. 10

    Which Taglines Can You Identify?


    Its everywhere you want to be. Are you feeling it? Just do it. Youre 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

    7-35

    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 7-36

    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

    7-37

    Advertisement for The Socoh Group

    2007 by Prentice Hall

    7-38

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