1 / 22

Advertising Strategies

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

mimis
Télécharger la présentation

Advertising Strategies

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Executional Frameworks Chapter 7 Advertising Strategies

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

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

  4. Generic Cognitive Message Strategy An ad for Koestler Granite & Marble using a generic cognitive message strategy. Click picture for video.

  5. Preemptive Cognitive Message Strategy An ad for the Waterfront Grill created by Sartor Associates using a pre-emptive cognitive message strategy. Click picture for video.

  6. Message Strategies Cognitive Affective Conative Brand • Resonance • Emotional

  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 • Brand usage • Corporate

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

  11. What’s Happening? • http://www.youtube.com/watch?v=5-Sjld5yy3Q • http://www.youtube.com/watch?v=efB13sKDRrY • http://www.ubs.com/1/e/advertising_global.html • http://www.pcworld.com/businesscenter/article/210756/facebook_messaging_rolls_in_microsoft_office.html • McDonald’s free coffee!

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

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

  14. Figure 7-3Executional Frameworks • Animation • Slice-of-life • Dramatization • http://www.youtube.com/watch?v=1DU5LKoC1A8&NR=1 • Testimonial • Authoritative • Demonstration • Fantasy • Informative

  15. 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

  16. Components of a Slice-of-Life Ad F I G U R E 7. 4 Solution Interaction Problem Encounter

  17. Sources of Spokespersons Celebrities CEOs Experts Typical persons Source

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

  19. 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

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

  21. 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

  22. 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. • What can brown do for you? • A different kind of company. A different kind of car. • 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!

More Related