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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
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
1. Resonance connects products with consumers experience to build stronger ties between
product and consumer.
2. Emotional elicits powerful emotions that lead to product recall and choice
Conative
Designed to lead more directly to some type of consumer behaviour.
1. Action-inducing cognitive evaluation through use after sale (impulse purchase displays-
buy now be happy later)
2. 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)
1. Brand user types of individuals that use brand (celebrity?)
2. Brand image develop brand personality (limited copy and generic presenters)
3. Brand usage Stress different uses for a Brand (showing brand advantage and versatility)
4. 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)

AndBeating Ad clutter
standing out in a crowd - e.g. variability
theory


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