Advertising Design:

Message Strategies and Executional Frameworks

 Characteristics of Great Ads

Good or Great Ads Work on Two Levels

Satisfy
Satisfythe
theCustomer’s
Customer’sObjectives
Objectives Achieve
Achievethe
theSponsor’s
Sponsor’s
by
byEngaging
EngagingThem
Them&&Delivering
Deliveringaa Objectives
Objectives
Relevant
RelevantMessage
Message
2
 Broad Dimensions That Characterize Great
Advertising

The Ultimate Test for the Greatness of An Ad is Whether It Achieved Its Goals.

Strategy Creativity
Creativity
Strategy

Execution
Execution

3
 Roles of Advertising

Role
Marketing Role
Marketing •Marketing is the process a business uses to satisfy
consumer needs and wants through goods and
services.

Role
Communication Role
Communication •Advertising is a form of mass
communication.

Role
Economic Role
Economic •Two main views about advertising, either
the market power model or the economics
of information theory.

Role
Societal Role
Societal •Informs us about new and improved
products, teaches us how to use these
innovations, etc.
4
 Five Players of Advertising
• The Advertiser is the individual or organization that usually
initiates the advertising process.
• The Advertising Agency plans and implements part or all of the
advertising efforts.
– May use an outside agency, or their own advertising
department or in-house agency.
• The Media are the channels of communication that carry the
messages from the advertiser to the audience, i.e. television,
magazines, radio, etc.

5
 Five Players of Advertising
• The Vendors are a group of service organizations that assist
advertisers, advertising agencies, and the media, i.e. freelance
copywriters, graphic artists, photographers, etc.

• The Target Audience may be the purchaser or the consumer of

the product, or both. May need to design different ads for each
group.
– Critical to know as much about these target audiences as
possible.

6
 Message Strategies
Cognitive
Presentation of rational arguments or pieces of information to consumers
1. Generic – direct promo of product or service without claims of superiority
2. Pre-emptive – claims of superiority based on specific attribute or benefit
3. Unique Selling Proposition – explicit testable claim of superiority or uniqueness
4. Comparative – direct or indirect comparison of good or service to competitor.
Affective
invoke feelings and emotions and match them with the product, service, or company
5. Resonance – connects products with consumer’s experience to build stronger ties between product and
consumer.
6. Emotional – elicits powerful emotions that lead to product recall and choice
Conative
Designed to lead more directly to some type of consumer behaviour.
7. Action-inducing – cognitive evaluation through use after sale (impulse purchase displays-buy now be
happy later)
8. Promotional support – designed to support other promotions (gets consumer to take supportive
action to other promotion – sweepstake or store visit)
Brand
Builds or enhances brand or corporate name (vs. consumer action)
9. Brand user – types of individuals that use brand (celebrity?)
10. Brand image – develop brand personality (limited copy and generic presenters)
11. Brand usage – Stress different uses for a Brand (showing brand advantage and versatility)
12. 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. Fear
2. Humour
3. Sex
4. Music
5. Rationality
6. Emotions
7. 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. Visual Consistency
2. Campaign Duration
3. Repeated Tag Lines
4. Consistent Positioning
5. Simplicity (e.g. Internet load time)
6. Identifiable Selling Point (one point easily identifiable)

And…Beating Ad clutter
standing out in a crowd - e.g. variability theory