executional frameworks chapter 7 advertising strategies
TRANSCRIPT
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EXECUTIONAL FRAMEWORKSCHAPTER 7
Advertising Strategies
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Message Strategies
Message strategies are used to deliver a message theme (Chapter 5)
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Message Strategies
GenericPreemptiveUnique Selling
PropositionHyperboleComparative
Cognitive Affective Conative Brand
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Generic Cognitive Message Strategy
An ad for Koestler Granite & Marble using a generic cognitive message strategy.
Click picture for video.
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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.
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Message Strategies
ResonanceEmotional
Cognitive Affective Conative Brand
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Message Strategies
Action-inducingPromotional support
Cognitive Affective Conative Brand
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An advertisement by Fisher Boy encouraging consumers to enter the contest.
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Message Strategies
Brand userBrand imageBrand usageCorporate
Cognitive Affective Conative Brand
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F I G U R E 7 . 2The Hierarchy of Effects Model, Message Strategies, and Advertising Components
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Executional Frameworks
An executional framework is the manner in which an ad appeal (Chapter 6) is presented.
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Means-End Chain Theory
ProductAttributes
ConsumerBenefits
LeveragePoint
PersonalValue
Executional Framework
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Figure 7-3 -Executional Frameworks
AnimationSlice-of-lifeDramatizationTestimonialAuthoritative DemonstrationFantasyInformativeCombination
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Animation
Originally only used by firms with a small advertising budget
Use has increased due to computer graphics technology.
Some Web sites to explore• Http://www.greengiant.com • Http://www.doughboy.com • Http://www.animationlibrary.com
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Encounter Problem Interaction Solution
F I G U R E 7. 4Components of a Slice-of-Life Ad
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Sources of Spokespersons
Source
Celebrities
CEOs
Experts
Typical persons
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Characteristics of Effective Spokespeople
Attractiveness Physical Personality
LikabilityTrustworthinessExpertiseCredibility
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Matching Source Types and Characteristics
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
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What’s Happening?
Hey Denton, I had in mind an advertisement that is related to what we have been talking about in class this past
week or so. I think it shows a good combinations of the 'Appeals' that we have been looking. I showed it to my group today at our meeting and they told me to email it to you as you might find it amusing and a good example to use in class.
http://www.youtube.com/watch?v=1IrPnRGaSUk Kind Regards Mark
I thought it was very effective using the humour appeal. It is an ad for Old Spice body wash http://www.youtube.com/watch?v=owGykVbfgUE
Jessica Flesser
http://www.fastcompany.com/1585666/starbucks-sponsors-coffee-cup-redesign-contest?partner=homepage_newsletter
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Principles of Effective Advertising
Visual consistencyCampaign durationRepeated taglinesConsistent positioningSimplicityIdentifiable selling pointEffective flow of message
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Beating Ad Clutter
Use repetitionVariability TheoryUse multiple mediums.Create ads that gain attention – any
dangers of this?Create ads that relate to the target
audience
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Which taglines can you identify?
It’s everywhere you want to be.Just do it.You’re in good hands.The brushing that works between brushings.What can brown do for you?A different kind of company. A different kind of
car.When you care enough to send the very best.It takes a licking and keeps on ticking.What can brown do for you?Can you hear me now?I’m loving it!
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Ad Clutter - Television
4 broadcast networks – 13 min 4 sec37 cable networks – 14 min 30 secLowest cable channels
ESPN2 – 11:16 ESPN – 12:11 CNN – 12:19
Highest cable channels Golf Channel – 18:32 MTV – 16:27 Food Network – 16:09
Non-program material each hour
Source: Katy Bachman, “Court TV Gets on Ad Clutter Case,” Adweek, Sept. 15,2003, p. 8.