Advertising Design: Message Strategies and Executional Frameworks

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Advertising DesignMessage Strategies and
Executional Frameworks

• Chapter 8 with Duane Weaver

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OUTLINE

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

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MESSAGE STRATEGIES

• Cognitive
• 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
• 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
• 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)
• Brand
• 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)

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EXECUTIONAL FRAMEWORKS

• The manner in which an ad appeal is presented.
• Appeals
• Fear
• Humour
• Sex
• Music
• Rationality
• Emotions
• Scarcity
• Animation
• Dramatization
• Testimonials
• Authoritative
• Demonstration
• Fantasy
• Informative

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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!)

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CREATING ADS
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AD EFFECTIVENESS

• 7 Basic Principles
• Visual Consistency
• Campaign Duration
• Repeated Tag Lines
• Consistent Positioning
• Simplicity (e.g. Internet load time)
• Identifiable Selling Point (one point easily
  identifiable)
• AndBeating Ad clutterstanding out in a crowd -
  e.g. variability theory

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THANK YOU!