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Comprehensive Advertising Strategies: Enhancing Message Delivery & Executional Frameworks

This resource delves into various advertising strategies, focusing on message delivery and executional frameworks. It outlines key message strategies such as cognitive, affective, and conative approaches while examining how brands can effectively communicate themes through unique selling propositions, hyperbole, and comparative messaging. The guide also explores executional frameworks like animation, dramatization, and testimonials to enhance ad appeal. Practical examples and linked video resources provide further insights into effective advertising practices while addressing the importance of choosing credible spokespeople.

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Comprehensive Advertising Strategies: Enhancing Message Delivery & Executional Frameworks

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  1. What’s Happening? • Projects and propsals • https://www.youtube.com/watch?v=C_0fyUYB3cA • http://www.youtube.com/watch?v=PUdMEe4DmyQ

  2. Creative Tactics and Executional Frameworks Chapter 6 Advertising Strategies

  3. Message Strategies • Message strategies are used to deliver a message theme (Chapter 5)

  4. Message Strategies Cognitive Affective Conative Brand • Generic • Preemptive • Unique Selling Proposition • Hyperbole • Comparative

  5. Message Strategies Cognitive Affective Conative Brand • Resonance • http://www.youtube.com/watch?v=gpD7f8gWgDg • Emotional

  6. Porsche combines informational and emotional appeals in it’s communications

  7. Message Strategies Cognitive Affective Conative Brand • Action-inducing • Promotional support

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

  9. Message Strategies Cognitive Affective Conative Brand • Brand user • Brand image

  10. F I G U R E 6. 1 The Hierarchy of Effects Model, Message Strategies, and Advertising Components

  11. Executional Frameworks • An executional framework is the manner in which an ad appeal (Chapter 5) is presented.

  12. Figure 6-2Executional Frameworks • Animation • Slice-of-life • Dramatization • Testimonial - http://www.youtube.com/watch?v=d3jHtTmAEgU • Authoritative • Demonstration • http://www.youtube.com/watch?v=tZrZB_ZxbL0 • Fantasy • Informative

  13. Animation • Originally only used by firms with a small advertising budget • Use has increased due to computer graphics technology. • Some Web sites to explore • Http://www.greengiant.com • Http://www.doughboy.com

  14. Components of a Slice-of-Life Ad F I G U R E 6. 3 Solution Interaction Problem Encounter http://www.youtube.com/watch?v=Bme8-75Jkq0

  15. Sources of Spokespersons Celebrities CEOs Experts Typical persons Source

  16. Characteristics of Effective Spokespeople • Attractiveness • Physical • Personality • Likability • Trustworthiness • Expertise • Credibility

  17. Matching Source Types and Characteristics • 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

  18. Principles of Effective Advertising • Visual and verbal consistency • Campaign duration • Repeated messages and taglines • Consistent positioning • Simplicity • Identifiable selling point • Effective flow of message • Variability Theory • Same message in different environments and media

  19. Beating Ad Clutter • Use repetition • Variability Theory • Use multiple mediums. • Create ads that gain attention – any dangers of this? • Create ads that relate to the target audience

  20. Which taglines can you identify? • It’s everywhere you want to be. • Just do it. • You’re in good hands. • What can brown do for you? • Always fresh • When you care enough to send the very best. • It takes a licking and keeps on ticking. • What can brown do for you? • Can you hear me now? • I’m loving it!

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