Chapter 7 message strategy and execution framwork
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This document provides an overview of advertising design strategies and frameworks. It discusses Dove's "Campaign for Real Beauty" and contrasts it with Axe body spray's sexually-oriented advertising. The document then covers cognitive, affective, and conative message strategies as well as common executional frameworks like animation, slice-of-life, dramatization, testimonials, and fantasy. It also discusses the use of celebrities, CEOs, experts, and typical people as spokespersons or endorsers in advertising. Finally, the document outlines principles of effective advertising and ways to beat advertising clutter.
Chapter 7 message strategy and execution framwork
- 1. 7 7-1 Chapter Seven Advertising Design Message Strategies and Executional Frameworks Prof. (Dr.) Kao Kveng Hong, Ph.D. , D.Litt.
- 2. Dove’s Social and Fashion Advertising • 2007 – “Onslaught” • Social pressures of young girls • Does not mention Dove in ad • Age compression marketing • Body image issues • “Campaign for Real Beauty” – Dove Web site • Unilever Axe – sexually-oriented advertising Discussion Slide 7
- 3. Chapter Overview • Message strategies • Executional frameworks • Spokespersons and endorsers • Principles of effective advertising Advertising Design Message Strategies and Executional Frameworks 7
- 4. Message Strategies Cognitive Affective Conative
- 5. Message Strategies • Generic • Preemptive • Unique Selling Proposition • Hyperbole • Comparative Cognitive Affective Conative
- 6. Generic Cognitive Message Strategy An ad for Koestler Granite & Marble using a generic cognitive message strategy. Click picture for video.
- 7. 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.
- 8. An advertisement by Bonne Bell using the unique selling proposition.
- 9. Message Strategies • Resonance • Emotional Cognitive Affective Conative
- 10. Advertisement by Cheerios using a resonance, affective message strategy.
- 11. Message Strategies • Action-inducing • Promotional support Cognitive Affective Conative
- 12. An advertisement by Fisher Boy encouraging consumers to enter the contest.
- 13. F I G U R E 7 . 2 The Hierarchy of Effects Model, Message Strategies, and Advertising Components
- 14. Executional Frameworks • Animation • Slice-of-life • Dramatization • Testimonial • Authoritative • Demonstration • Fantasy • Informative F I G U R E 7. 3
- 15. Animation •Originally only used by firms with a small advertising budget. •Use has increased due to computer graphics technology. • Rotoscoping. • Clay animation.
- 16. Encounter Problem Interaction Solution F I G U R E 7. 4 Components of a Slice-of-Life Ad
- 17. A business-to-business print advertisement using a slice-of-life executional framework. Slice-of-life The text asks: “If the average single female breaks up with 4.3 men, avoids 237 phone calls and ignores 79 red lights per year - What are the chances she’ll read your e-mail message?”
- 18. Dramatization Use of the drama executional framework by United Airlines in a television advertisement. Click picture for video.
- 19. • Business-to-business sector • Service sector • Enhance credibility • Source • Customers • Paid actors Testimonials
- 20. Testimonials Use of the testimonial execution by Diamond Security in a television advertisement. Click picture for video.
- 21. • Expert authority • Scientific or survey evidence • Independent evidence • Business-to-business ads • Cognitive processing • Specialty print media Authoritative
- 22. • Shows product being used • Business-to-business sector • Television and Internet Demonstration
- 23. Beyond reality Common themes Sex Love Romance Perfume/Cologne An advertisement by Jantzen using a fantasy executional framework. Fantasy
- 24. • Used extensively in radio • Business-to-business usage • Key is buying situation • Level of involvement Informative
- 26. F I G U R E 7 . 6 Top Hollywood Celebrity Endorsers • Catherine Zeta-Jones, T-Mobile, $20 million. • Angelina Jolie, St. John clothing, $12 million. • Nicole Kidman, Channel 5 perfume, $12 million. • Jessica Simpson, Guthy-Renker direct response TV, cosmetics, $7.5 million. • Gwynweth Paltrow, Estee Lauder fragrances, $6 million. • Charlize Theron, Dior fragrance, $6 million • Julia Roberts, Gianfranco Ferre fashion, $5 million • Brad Pitt, Heineken beer, $4 million. Source:Adapted from Gail Schiller, “Top 10Ad Deals,” Adweek, Vol. 47, No. 17 (April 24, 2006), pp.20-22.
- 27. F I G U R E 7 . 7 Top 10 Earnings of Dead Celebrities
- 28. F I G U R E 7 . 6 Characteristics of Effective Spokespersons Credibility Attractiveness Similarity Likability Trustworthiness Expertise
- 30. Reebok Uses Rappers to reach the youth market. Click to play clip from Reebok VIDEO
- 31. • 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 Matching Source Types and Characteristics
- 32. F I G U R E 7 . 8 Creating an Advertisement
- 33. Principles of Effective Advertising • Visual consistency • Campaign duration • Repeated taglines • Consistent positioning- avoid ambiguity • Simplicity • Identifiable selling point • Create an effective flow F I G U R E 7 . 10
- 34. F I G U R E 7. 11 Which Taglines Can You Identify? 1. A diamond is forever. 2. Be all you can be. 3. Can you hear me now? 4. Don’t leave home without it. 5. Just do it. 6. Look Mom, no cavities. 7. The ultimate driving machine. 8. What can brown do for you? 9. We try harder. 10. You deserve a break today. Answers: 1) DeBeers 2) US Army 3) Verizon 4)American Express 5) Nike 6) Crest 7) BMW 8) UPS 9) Avis 10) McDonald’s
- 35. Beating Ad Clutter • Presence of competitor ads • Repetition • Variability Theory • Multiple mediums • Create ads that gain attention • Create ads that relate to the target audience
- 36. Advertisement for The Socoh Group