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.

Affective
1.
2.

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

Conative
1.
2.

Brand
1.
2.
3.
4.

Designed to lead more directly to some type of consumer behaviour.

Action-inducing cognitive evaluation through use after sale (impulse purchase
displays-buy now be happy later)
Promotional support designed to support other promotions (gets consumer to
take supportive action to other promotion sweepstake or store visit)

Builds or enhances brand or corporate name (vs. consumer action)

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!