clow imc03 media ppt 07
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© 2007 by Prentice Hall 7-1
AFLAC Duck
• Typical insurance ads
• 1999 – AFLAC duck• Linda Kaplan Thaler
• Target market – small businesses
• Sales up 27%• Duck merchandise• What is the future?
Discussion Slide
7
© 2007 by Prentice Hall 7-2
Chapter Overview
• Message strategies• Executional frameworks• Spokespersons and
endorsers• Principles of effective
advertising
Advertising Design: Message Strategies and Executional Frameworks 7
© 2007 by Prentice Hall 7-3
Message Strategies
• Generic• Preemptive• Unique Selling Proposition• Hyperbole• Comparative
Cognitive Affective Conative
© 2007 by Prentice Hall 7-4
GenericCognitive Message Strategy
An ad for Koestler Granite & Marble using a generic cognitive message strategy.
Click picture for video.
© 2007 by Prentice Hall 7-5
PreemptiveCognitive Message Strategy
An ad for the Waterfront Grill created by Sartor Associates using a pre-emptive cognitive message strategy.
Click picture for video.
© 2007 by Prentice Hall 7-6
An advertisement by Bonne Bell using the unique selling proposition.
© 2007 by Prentice Hall 7-7
Message Strategies
• Resonance
• Emotional
Cognitive Affective Conative
© 2007 by Prentice Hall 7-8
Advertisement by Cheerios using a resonance, affective message strategy.
© 2007 by Prentice Hall 7-9
An advertisement by Skechers using an emotional message strategy.
© 2007 by Prentice Hall 7-10
• Promotes corporate name and image• Often uses an affective message strategy
Corporate Advertising
Microsoft “Your Potential, Our Passion”
GlaxoSmithKline“Today’s medicines finance tomorrow’s miracles.”
© 2007 by Prentice Hall 7-11
Message Strategies
• Action-inducing
• Promotional support
Cognitive Affective Conative
© 2007 by Prentice Hall 7-12
An advertisement by Fisher Boy encouraging consumers to enter the contest.
© 2007 by Prentice Hall 7-13
F I G U R E 7 . 2The Hierarchy of Effects Model, Message Strategies, and Advertising Components
© 2007 by Prentice Hall 7-14
• Animation
• Slice-of-life
• Dramatization
• Testimonial
• Authoritative
• Demonstration
• Fantasy
• Informative
F I G U R E 7. 3Executional Frameworks
© 2007 by Prentice Hall 7-15
Animation
• Originally only used by firms with a small advertising budget.• Use has increased due to computer graphics technology.• Rotoscoping.• Clay animation.
© 2007 by Prentice Hall 7-16
Slice-of-Life
• Encounter
• Problem
• Interaction
• Solution
© 2007 by Prentice Hall 7-17
A business-to-business print advertisement using a slice-of-life executional framework.
Slice-of-life
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 she’ll read your e-mail message?”
© 2007 by Prentice Hall 7-18
Drama
Use of the drama executional framework by United Airlines in a television advertisement.
Click picture for video.
© 2007 by Prentice Hall 7-19
• Business-to-business sector
• Service sector
• Enhance credibility
• Source• Customers• Paid actors
Testimonials
© 2007 by Prentice Hall 7-20
Testimonials
Use of the testimonial execution by Diamond Security in a television advertisement.
Click picture for video.
© 2007 by Prentice Hall 7-21
• Expert authority
• Scientific or survey evidence
• Independent evidence
• Business-to-business ads
• Cognitive processing
• Specialty print media
Authoritative
© 2007 by Prentice Hall 7-22
• Shows product being used
• Business-to-business sector
• Television and Internet
Demonstration
© 2007 by Prentice Hall 7-23
An advertisement by Jantzen using a fantasy executional framework.
Fantasy
Beyond reality Common themes
Sex Love Romance
Perfume/Cologne
© 2007 by Prentice Hall 7-24
• Used extensively in radio
• Business-to-business usage
• Key is buying situation
• Level of involvement
Informative
© 2007 by Prentice Hall 7-25
• Beyond Madison Avenue
• Emphasis on market research
• Creatives Director
• Goals for creatives• Keep work original
• Take risks
Changing World of Creatives
© 2007 by Prentice Hall 7-26
Spokespersons• Celebrities
• CEOs
• Experts
• Typical persons
© 2007 by Prentice Hall 7-27
F I G U R E 7 . 4
Celebrity Endorsers
© 2007 by Prentice Hall 7-28
F I G U R E 7 . 5Top 10 Earnings of Dead Celebrities
© 2007 by Prentice Hall 7-29
F I G U R E 7 . 6Characteristics of Effective Spokespersons
Credibility
Attractiveness Likability
Trustworthiness Expertise
© 2007 by Prentice Hall 7-30
Endorsers
Celebrity Endorser Bo Derrick
© 2007 by Prentice Hall 7-31
Endorsers
Celebrity Endorser Ringo Starr
© 2007 by Prentice Hall 7-32
F I G U R E 7 . 8Creating an Advertisement
© 2007 by Prentice Hall 7-33
• Visual consistency• Campaign duration• Repeated taglines• Consistent positioning- avoid
ambiguity• Simplicity• Identifiable selling point• Create an effective flow
F I G U R E 7 . 9Principles of Effective Advertising
© 2007 by Prentice Hall 7-34
Campbell’s Advertising
Source: Stephanie Thompson, “Mobile Meals Gaining,” Advertising Age, Vol. 74, No. 25 (June 23, 2002), p. 20.
With a $178 million ad budget, Campbell’s has demonstrated effective advertising with 43.1% of ready-to-serve soup market.
1. Campbell’s Chunky 27.2%2. Progresso 23.5%3. Campbell’s Select 11.4%4. Swanson 7.7%5. Campbell’s 4.5%
Ready-to-serve soup Market share
© 2007 by Prentice Hall 7-35
• It’s everywhere you want to be.• Are you feeling it?• Just do it.• You’re 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.
Answers: Visa, Reebok, Nike, Allstate, Colgate, Pontiac, Saturn, Hallmark, BMW, Timex.
F I G U R E 7. 10Which Taglines Can You Identify?
© 2007 by Prentice Hall 7-36
Ad Clutter - Television
• 4 broadcast networks – 13 min 4 sec• 37 cable networks – 14 min 30 sec• Lowest 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
Nonprogram material each hour
Source: Katy Bachman, “Court TV Gets on Ad Clutter Case,” Adweek, Sept. 15,2003, p. 8.
© 2007 by Prentice Hall 7-37
Beating Ad Clutter• Presence of competitor ads
• Repetition
• Variability Theory
• Multiple mediums
• Create ads that gain attention
• Create ads that relate to the target audience
© 2007 by Prentice Hall 7-38Advertisement for The Socoh Group
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