Messages
Proposals
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Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall 7-1
6 Chapter Six Advertising Design
Message Strategies, Appeals and Executional Frameworks
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall 7-2
6 mcgarrybowen
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall
Chapter Objectives
1. How are the three main types of message strategies used to increase advertising effectiveness?
2. How do the main types of executional frameworks help to deliver quality advertising messages?
3. What types of sources or spokespersons can be used in advertisements or commercials?
4. What characteristics are most important when selecting a source or spokesperson?
5. What process is used to create advertisements? 6. What are the principles of advertising effectiveness? 7. How are advertising programs adjusted to fit international
circumstances?
Advertising Design Message Strategies and Executional Frameworks6
7-3
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Overview Nearly half of 18 to 34 year olds in a survey indicated that they were influenced by advertising, compared to 37% for 35 to 44 year olds and 28% for consumers age 45 and older The poll emphasizes the importance of designing a compelling and influential advertising campaign
A successful campaign results when people do more than merely enjoy what they see; its also changes behaviors and attitudes; at very least the viewer should remember the good or service
Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 7-4
Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 7-5
Message Strategy/Appeal/Executional Framework
The message strategy is the primary tactic or approach used to deliver the message theme
Cognitive: Affective: Conative The appeal represents the manner in which a message is conveyed - a serious tone, laughter or sexual cues The executional framework is comparable to the plot or story of the movie in which the action takes place
Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 7-5
Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 7-6
Message Strategies
The challenge of the account executive, the company, and especially the creative is to design a personal message, even while it is being delivered through an impersonal medium
Message theme the outline of key ideas in an advertisement (central part of creative brief)
Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 7-6
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall 7-7
Message Strategies Cognitive Affective Conative
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Message Strategies
Generic Preemptive Unique Selling Proposition Hyperbole Comparative
Cognitive Affective Conative
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Cognitive Strategies
Cognitive message strategy the presentation of rational arguments or pieces of information to consumers Ideas require cognitive processing Product attributes and customer benefits The goal is to design an ad that will have an impact on a b a / knowledge structure Applicable products?
Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 7-9
Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 7-10
Generic Generic messages are direct promotions of product attributes or benefits without any claim of superiority Strategy works for the firm that is clearly the market leader and is dominant in the industry The goal of the generic message is to make the brand synonymous with the product category Costco (46.5%)>Nintendo (47%)>Google (86.02%) https://www.youtube.com/watch?v=uXfJc8up6cM
Seldom found in B2B Intel is the exception Can be used to create brand awareness R b a a
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https://www.youtube.com/watch?v=uXfJc8up6cM
Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 7-11
Preemptive
Claim superiority ba c c c attribute or benefit The idea is to prevent the competition from making similar claim The key to this strategy is to be the first to state the advantage Papa Johns and Volvo Any disadvantages to using this approach?
Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 7-11
Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 7-12
Unique Selling Proposition
An explicit testable claim of uniqueness or superiority that can be supported or substantiated in some manner Walmart A a L P c A a Cal Poly Ha a
How is this claim supported?
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Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 7-13
Hyperbole
Makes an untestable claim based upon some attribute or benefit It does not require substantiation, which makes this cognitive strategy quite popular CBS a a c Is this
claim testable? T b a a T U a D Mac
Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 7-13
Direct or indirect comparisons R a c c ( B a X ) Advantage often captures attention
Brand awareness increases Message awareness increases
Disadvantages less believable, negative attitude towards brand
Negative comparative ad Spontaneous trait transference
Choose comparisons carefully https://www.youtube.com/watch?v=UlOZYJ3l9SA - Sprint Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall 7-14
Comparative Advertising Cognitive Message Strategy
https://www.youtube.com/watch?v=UlOZYJ3l9SA
Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 7-15
Comparative Advertisement Those who find these ads less believable view the
b a a a a a a may conclude that the ad misstates information about the comparison brand to make the sponsor brand appear superior negative attitudes result Negative attitudes towards the advertisement may transfer to the brand Negative ads can succeed
Sc ca a b M c B Focused on negatives associated with Google invasive ads in Gmail, sharing data with app developers, and
a a a a G a F , B
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