Advertising Design:

Message Strategies and Executional Frameworks Chapter 8 with Duane Weaver

OUTLINE
MESSAGE STRATEGIES EXECUTIONAL FRAMEWORKS SOURCES and SPOKESPERSONS CREATING ADS AD EFFECTIVENESS

MESSAGE STRATEGIES
Cognitive
1. 2. 3. 4. Presentation of rational arguments or pieces of information to consumers Generic direct promo of product or service without claims of superiority Pre-emptive claims of superiority based on specific attribute or benefit Unique Selling Proposition explicit testable claim of superiority or uniqueness Comparative direct or indirect comparison of good or service to competitor. invoke feelings and emotions and match them with the product, service, or company Resonance connects products with consumers experience to build stronger ties between product and consumer. Emotional elicits powerful emotions that lead to product recall and choice Designed to lead more directly to some type of consumer behaviour. Action-inducing cognitive evaluation through use after sale (impulse purchase displaysbuy now be happy later) Promotional support designed to support other promotions (gets consumer to take supportive action to other promotion sweepstake or store visit)

Affective
1.

2.

Conative
1. 2.

Brand
Builds or enhances brand or corporate name (vs. consumer action)
1. 2. 3. 4. Brand user types of individuals that use brand (celebrity?) Brand image develop brand personality (limited copy and generic presenters) Brand usage Stress different uses for a Brand (showing brand advantage and versatility) Corporate Ads Promotes corporate name and image rather than the Brand name.

EXECUTIONAL FRAMEWORKS
The manner in which an ad appeal is presented. Appeals:
1. 2. 3. 4. 5. 6. 7. Fear Humour Sex Music Rationality Emotions Scarcity

Animation Dramatization Testimonials Authoritative Demonstration Fantasy Informative

SOURCES and SPOKESPERSONS

Who will represent
Celebrities (Tiger Woods, Gretzky, Celine Dionne) CEOs (Remington I bought the co.) Experts (Surgeon General) Typical persons (Joe Canadian, eh!)

CREATING ADS

AD EFFECTIVENESS
7 Basic Principles:
1. 2. 3. 4. 5. 6. Visual Consistency Campaign Duration Repeated Tag Lines Consistent Positioning Simplicity (e.g. Internet load time) Identifiable Selling Point (one point easily identifiable)

AndBeating Ad clutter standing out in a crowd - e.g. variability theory

THANK YOU!