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Advertising Strategies

Advertising Strategies. Executional Frameworks Chapter 7. Message Strategies. Message strategies are used to deliver a message theme (Chapter 5). Generic Preemptive Unique Selling Proposition Hyperbole Comparative. Message Strategies. Cognitive. Affective. Conative. Brand.

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Advertising Strategies

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  1. Advertising Strategies Executional Frameworks Chapter 7

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

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

  4. Resonance Emotional Message Strategies Cognitive Affective Conative Brand

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

  6. Brand user Brand image Brand usage Corporate Message Strategies Cognitive Affective Conative Brand

  7. F I G U R E 7 . 2 The Hierarchy of Effects Model, Message Strategies, and Advertising Components

  8. Executional Frameworks • An executional framework is the manner in which an ad appeal (Chapter 6) is presented.

  9. Means-End Chain Theory Product Attributes Executional Framework Leverage Point Consumer Benefits Personal Value

  10. Figure 7-3Executional Frameworks • Animation • Slice-of-life • Dramatization • Testimonial • Authoritative • Demonstration • Fantasy • Informative

  11. 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 • Http://www.animationlibrary.com

  12. Attractiveness Physical Personality Likability Trustworthiness Expertise Credibility Spokesperson's Characteristics • Celebrities • CEOs • Experts • Typical persons

  13. Principles of Effective Advertising • Visual consistency • Campaign duration • Repeated taglines • Consistent positioning • Simplicity • Identifiable selling point • Effective flow of message

  14. 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

  15. Which taglines can you identify? • It’s everywhere you want to be. • Just do it. • You’re 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.

  16. Ad Clutter - Television Non-program 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.

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