Chapter Overview

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Chapter Overview
Advertising Design Message Strategies and
Executional Frameworks
8

• Message strategies.
• Executional frameworks.
• Spokespersons and endorsers.
• Principles of effective advertising.

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ViagraPharmaceutical Advertising
8

• Why have drug companies shifted some of their
  advertising from physicians to consumers?
• What is your evaluation of the approach taken by
  Pfizer in promoting Viagra?
• What advertising approach is best for drugs such
  as Viagra?

Discussion Slide
3
Message Strategies
Cognitive
Affective
Conative
Brand

• Generic message
• Preemptive message
• Unique Selling Proposition
• Hyperbole
• Comparative ad

4
An advertisement by Bonne Bell using the unique
selling proposition.
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Message Strategies
Cognitive
Affective
Conative
Brand

• Resonance advertising
• Emotional advertising

6
Advertisement by Cheerios using a resonance,
affective message strategy.
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Message Strategies
Cognitive
Affective
Conative
Brand

• Action-inducing
• Promotional support

8
An advertisement by Fisher Boy encouraging
consumers to enter the contest (e.g., promotional
support ad).
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Message Strategies
Cognitive
Affective
Conative
Brand

• Brand user
• Brand image
• Brand usage
• Corporate

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An advertisement by Skechers using a brand image
message strategy.
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F I G U R E 8 . 2
Message Strategies and Hierarchy of Effects Model
Hierarchy of Effects Model
Message Strategies

• Awareness
• Knowledge
• Liking
• Preference
• Conviction
• Actual purchase

• Cognitive strategies
• Affective strategies
• Conative strategies

• Brand strategies

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Executional Frameworks
F I G U R E 8. 3

• Animation
• Slice-of-life
• Dramatization
• Testimonial
• Authoritative
• Demonstration
• Fantasy
• Informative

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Animation

• Originally only used by firms with a small
  advertising budget
• Use has increased due to computer graphics
  technology.
• Rotoscoping.
• Clay animation.

• Some Web sites to explore
• Http//www.greengiant.com
• Http//www.doughboy.com
• Http//www.animationlibrary.com

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Slice-of-Life

• Generally include four components
• Encounter
• Problem
• Interaction
• Solution

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Slice-of-life
A business-to-business print advertisement using
a slice-of-life executional framework.
The text asks If the average single female
breaks up with 4.3 men, avoids 237 phone calls
and ignores 79 red lights per year - What are the
chances shell read your e-mail message?
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Drama
Use of the drama executional framework by United
Airlines in a television advertisement.
Click picture for video.
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Executional Frameworks(Continued)

• Testimonials
• Actual Customers vs paid actors
• Enhance credibility
• Business-to-business usage
• Informative
• Used extensively in radio.
• Business-to-business usage
• Those highly involved in a product category will
  pay greater attention

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Executional Frameworks(Continued)

• Authoritative
• Use an expert to endorse the product
• Works well for cognitive processing
• Demonstration
• Show how a product works

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Fantasy
An advertisement by Jantzen using a fantasy
executional framework.
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STOP
INTEGRATED LEARNING EXPERIENCE

• For producing television commercials, access
  http//www.commercialtelevision.com.
• Creative Idea
• Hollywood Production
• Media Planning

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Spokespersons

• Celebrities
• CEOs
• Experts
• Typical persons

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F I G U R E 8 . 4
Celebrity Endorsers

• Ace Hardware John Madden
• Adidas Steffi Graf
• American Express Jerry Seinfeld
• Amway Shaquille ONeal
• ATT Whitney Houston
• Campbell Soup Wayne Gretzky
• Compaq Computers Hakeem Olajuwon
• Converse Larry Bird, Larry Johnson, Lattrell
  Sprewell
• Danskin Nadia Comaneci
• Fila Naomi Campbell, Grant Hill, Kathy Ireland,
  Vendela

• GMC Trucks Grant Hill
• Hanes Hosiery Fran Drescher
• Hanes Underwear Michael Jordan
• K-Mart Rose ODonnell
• Leggs Jamie Lee Curtis
• MasterCard Tom Watson
• Nintendo Ken Griffey, Jr.
• Outback Steakhouse Rachel Hunter
• Revlon Cindy Crawford
• Sprite Grant Hill
• Taco Bell Spike Lee, Shaquille ONeal, Hakeem
  Olajuwon

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Source Characteristics

• Attractiveness
• Physical
• Personality
• Likability
• Trustworthiness
• Expertise
• Credibility

• Celebrities
• CEOs
• Experts
• Typical persons

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Endorsers
Celebrity Endorser Bo Derrick
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Endorsers
Celebrity Endorser Ringo Starr
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F I G U R E 8 . 5
Creating an Advertisement
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F I G U R E 8 . 6
Principles of Effective Advertising

• Visual consistency
• Campaign duration
• Repeated taglines
• Consistent positioning
• Simplicity
• Identifiable selling point
• Create an effective flow

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Creating Award Winning Ads
STOP
INTEGRATED LEARNING EXPERIENCE

• Access DDB Needham Agency and then sections
  listed below to gain information on how award
  winning advertisements are created.
• http//www.ddb.com
• Work
• Recognition
• State of the Art
• 50 in 50

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F I G U R E 8. 7
Which taglines can you identify?

• Its everywhere you want to be.
• Are you feeling it?
• Just do it.
• Youre in good hands.
• The brushing that works between brushings.
• Driving excitement.
• A different kind of company. A different kind of
  car.
• When you care enough to send the very best.
• The ultimate driving machine.
• It takes a licking and keeps on ticking.

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Beating Ad Clutter

• Use repetition
• Variability Theory
• Use multiple mediums
• Create ads that gain attention
• Create ads that relate to the target audience

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Advertisement for The Socoh Group
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STOP
INTEGRATED LEARNING EXPERIENCE
Advertisements that did not run!

• Go to the Advertising Graveyard at
• http//www.zeldman.com/ad.html
• Why did these ads not run?
• Compare these ads to the award winning ads you
  viewed previously.
• What would you change to make them effective ads?

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Building Your IMC Campaign

• Choose a message strategy for each creative brief
  and means-end chain.
• Choose an executional framework for each
  advertisement.
• Will any type of endorser by used? If so, which
  kind and who?
• What tagline will you use to ensure consistency?
• Using Figure 10-5 as a guide, create your
  advertisements.