capítulo 7 clow y baack

Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall

7-1

7 Chapter Seven

Advertising Design Message Strategies and

Executional Frameworks

Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 7-2

Dove’s Social and

Fashion Advertising

• 2007 – “Onslaught”

• Social pressures of young girls

• Does not mention Dove in ad

• Age compression marketing

• Body image issues

• “Campaign for Real Beauty” – Dove

Web site

• Unilever Axe – sexually-oriented

advertising

Discussion Slide

7


Chapter Overview

• Message strategies

• Executional frameworks

• Spokespersons and endorsers

• Principles of effective advertising

Advertising Design

Message Strategies and

Executional Frameworks 7


Message Strategies

Cognitive Affective Conative


Message Strategies

• Generic

• Preemptive

• Unique Selling Proposition

• Hyperbole

• Comparative



Generic

Cognitive Message Strategy

An ad for Koestler Granite

& Marble using a generic

cognitive message

strategy.

Click picture for video.


Preemptive

Cognitive Message Strategy

An ad for the Waterfront

Grill created by Sartor

Associates using a pre-

emptive cognitive

message strategy.



An advertisement

by Bonne Bell using

the unique selling

proposition.


Message Strategies

• Resonance

• Emotional



Advertisement by

Cheerios using a

resonance,

affective message

strategy.


Message Strategies

• Action-inducing

• Promotional support



An advertisement

by Fisher Boy

encouraging

consumers to

enter the contest.


F I G U R E 7 . 2 The Hierarchy of Effects Model, Message

Strategies, and Advertising Components


• Animation

• Slice-of-life

• Dramatization

• Testimonial

• Authoritative

• Demonstration

• Fantasy

• Informative

F I G U R E 7. 3

Executional Frameworks


Animation

• Originally only used

by firms with a small

advertising budget.

• Use has increased

due to computer

graphics technology.

• Rotoscoping.

• Clay animation.


Encounter Problem Interaction Solution

F I G U R E 7. 4

Components of a Slice-of-Life Ad


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?”


Dramatization

Use of the drama

executional

framework by

United Airlines in a

television

advertisement.



• Business-to-business sector

• Service sector

• Enhance credibility

• Source

• Customers

• Paid actors

Testimonials


Testimonials

Use of the testimonial

execution by Diamond

Security in a television

advertisement.



• Expert authority

• Scientific or survey evidence

• Independent evidence

• Business-to-business ads

• Cognitive processing

• Specialty print media

Authoritative


• Shows product being used

• Business-to-business sector

• Television and Internet

Demonstration


An advertisement by

Jantzen using a fantasy

executional framework.

Fantasy

Beyond reality

Common themes

Sex

Love

Romance

Perfume/Cologne


• Used extensively in radio

• Business-to-business usage

• Key is buying situation

• Level of involvement

Informative


Sources and Spokespersons

Source

Celebrities

CEOs

Experts

Typical persons


F I G U R E 7 . 6

Top Hollywood Celebrity Endorsers

• Catherine Zeta-Jones, T-Mobile, $20 million.

• Angelina Jolie, St. John clothing, $12 million.

• Nicole Kidman, Channel 5 perfume, $12 million.

• Jessica Simpson, Guthy-Renker direct response TV, cosmetics, $7.5 million.

• Gwynweth Paltrow, Estee Lauder fragrances, $6 million.

• Charlize Theron, Dior fragrance, $6 million

• Julia Roberts, Gianfranco Ferre fashion, $5 million

• Brad Pitt, Heineken beer, $4 million.

Source: Adapted from Gail Schiller, “Top 10 Ad Deals,” Adweek, Vol. 47, No. 17 (April 24, 2006), pp.20-22.


F I G U R E 7 . 6 Characteristics of Effective

Spokespersons

Credibility

Attractiveness Likability

Trustworthiness Expertise

Similarity


Endorsers

Celebrity Endorser

Bo Derrick


Reebok

Uses Rappers to reach the youth market.

Click to play clip from

Reebok

VIDEO

reebok_7_30.mov


• Celebrities

• Tend to score high in credibility

• Negative publicity

• Endorsement of too many products

• CEO

• Trustworthy, expertise, and some credibility

• Must exercise care in selection

• Expert

• Seek experts who are attractive, likable, trustworthy

• Valid credentials important

• Typical person

• Multiple typical persons increase credibility

• Real-person

• Actor

Matching Source Types

and Characteristics


F I G U R E 7 . 8

Creating an Advertisement


• 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 . 10

Principles of Effective Advertising


F I G U R E 7. 11

Which Taglines Can You Identify?

1. A diamond is forever.

2. Be all you can be.

3. Can you hear me now?

4. Don’t leave home without it.

5. Just do it.

6. Look Mom, no cavities.

7. The ultimate driving machine.

8. What can brown do for you?

9. We try harder.

10. You deserve a break today.

Answers: 1) DeBeers 2) US Army 3) Verizon 4) American Express 5) Nike 6) Crest 7) BMW 8) UPS 9) Avis

10) McDonald’s


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


Advertisement for The Socoh Group