clow imc03 media ppt 07

© 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


Chapter Overview

• Message strategies• Executional frameworks• Spokespersons and

endorsers• Principles of effective

advertising

Advertising Design: Message Strategies and Executional Frameworks 7


Message Strategies

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

Cognitive Affective Conative


GenericCognitive Message Strategy

An ad for Koestler Granite & Marble using a generic cognitive message strategy.

Click picture for video.


PreemptiveCognitive 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.


An advertisement by Skechers using an emotional message strategy.


• 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.”


Message Strategies

• Action-inducing

• Promotional support



An advertisement by Fisher Boy encouraging consumers to enter the contest.


F I G U R E 7 . 2The 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. 3Executional Frameworks


Animation

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


Slice-of-Life

• Encounter

• Problem

• Interaction

• Solution


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?”


Drama

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


• Beyond Madison Avenue

• Emphasis on market research

• Creatives Director

• Goals for creatives• Keep work original

• Take risks

Changing World of Creatives


Spokespersons• Celebrities

• CEOs

• Experts

• Typical persons


F I G U R E 7 . 4

Celebrity Endorsers


F I G U R E 7 . 5Top 10 Earnings of Dead Celebrities


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

Credibility

Attractiveness Likability

Trustworthiness Expertise


Endorsers

Celebrity Endorser Bo Derrick


Endorsers

Celebrity Endorser Ringo Starr


F I G U R E 7 . 8Creating 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 . 9Principles of Effective Advertising


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


• 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?


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.


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

clow imc03 media ppt 07

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