7

Advertising Design: Message Strategies and Executional Frameworks

Message strategies. Executional frameworks. Spokespersons and endorsers. Principles of effective advertising.

Message Strategies
Cognitive Affective Conative Brand

Generic Preemptive Unique Selling Proposition Hyperbole Comparative

Message Strategies
Cognitive Affective Conative Brand

Resonance Emotional

Message Strategies
Cognitive Affective Conative Brand

Action-inducing Promotional support

Message Strategies
Cognitive Affective Conative Brand

Brand user Brand image Brand usage Corporate

FIGURE 8.2
Message Strategies and Hierarchy of Effects Model

Hierarch of Effects Model

Message Strategies
Cognitive strategies Affective strategies Conative strategies

Awareness Knowledge Liking Preference Conviction Actual purchase

Brand strategies

Executional Frameworks

Animation Slice-of-life Dramatization Testimonial Authoritative Demonstration Fantasy Informative

Slice-of-Life
Encounter Problem Interaction Solution

Executional Frameworks
(Cont.)

Testimonials
Actual Customers vs paid actors Enhance credibility Business-to-business usage

Informative
Used extensively in radio. Business-to-business usage Key is buying situation Level of involvement

Spokespersons
Celebrities CEOs Experts Typical persons

Source Characteristics
Attractiveness
Physical Personality

Likability Trustworthiness Expertise Credibility

Celebrities CEOs Experts Typical persons

Creating an Advertisement

FIGURE 8.6
Principles of Effective Advertising

Visual consistency. Campaign duration. Repeated taglines. Consistent positioning. Simplicity. Identifiable selling point.

Beating Ad Clutter
Presence of competitor ads. Use repetition. Variability Theory Use multiple mediums. Create ads that gain attention. Create ads that relate to the target audience