Advertising Design Message Strategies and Executional Frameworks Chapter

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 1. 2. 3. 4. 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 1. 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 1. 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) 1. 2. 3. 4. 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. • Appeals: 1. 2. 3. 4. 5. 6. 7. 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: 1. 2. 3. 4. 5. 6. 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

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