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This document outlines different message strategies and executional frameworks that can be used in advertising design. It discusses cognitive, affective, and conative message strategies, as well as strategies for building brands. Executional frameworks examine how advertising appeals like fear, humor, and sex can be presented. The document also covers selecting sources and spokespersons for advertising, such as celebrities, CEOs, or experts. Finally, it discusses principles of creating effective ads, including visual consistency, campaign duration, repeated tag lines, and having an identifiable selling point.
This document outlines different message strategies and executional frameworks that can be used in advertising design. It discusses cognitive, affective, and conative message strategies, as well as strategies for building brands. Executional frameworks examine how advertising appeals like fear, humor, and sex can be presented. The document also covers selecting sources and spokespersons for advertising, such as celebrities, CEOs, or experts. Finally, it discusses principles of creating effective ads, including visual consistency, campaign duration, repeated tag lines, and having an identifiable selling point.
This document outlines different message strategies and executional frameworks that can be used in advertising design. It discusses cognitive, affective, and conative message strategies, as well as strategies for building brands. Executional frameworks examine how advertising appeals like fear, humor, and sex can be presented. The document also covers selecting sources and spokespersons for advertising, such as celebrities, CEOs, or experts. Finally, it discusses principles of creating effective ads, including visual consistency, campaign duration, repeated tag lines, and having an identifiable selling point.
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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