Document 10261080
advertisement
7 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 © 2007 by Prentice Hall 7-1 7 Advertising Design: Message Strategies and Executional Frameworks Chapter Overview • Message strategies • Executional frameworks • Spokespersons and endorsers • Principles of effective advertising © 2007 by Prentice Hall 7-2 Message Strategies Cognitive • • • • • Affective Conative Generic Preemptive Unique Selling Proposition Hyperbole Comparative © 2007 by Prentice Hall 7-3 Generic Cognitive Message Strategy An ad for Koestler Granite & Marble using a generic cognitive message strategy. Click picture for video. © 2007 by Prentice Hall 7-4 Preemptive Cognitive Message Strategy An ad for the Waterfront Grill created by Sartor Associates using a preemptive cognitive message strategy. Click picture for video. © 2007 by Prentice Hall 7-5 An advertisement by Bonne Bell using the unique selling proposition. © 2007 by Prentice Hall 7-6 Message Strategies Cognitive Affective Conative • Resonance • Emotional © 2007 by Prentice Hall 7-7 Advertisement by Cheerios using a resonance, affective message strategy. © 2007 by Prentice Hall 7-8 An advertisement by Skechers using an emotional message strategy. © 2007 by Prentice Hall 7-9 Corporate Advertising • Promotes corporate name and image • Often uses an affective message strategy Microsoft “Your Potential, Our Passion” GlaxoSmithKline “Today’s medicines finance tomorrow’s miracles.” © 2007 by Prentice Hall 7-10 Message Strategies Cognitive Affective Conative • Action-inducing • Promotional support © 2007 by Prentice Hall 7-11 An advertisement by Fisher Boy encouraging consumers to enter the contest. © 2007 by Prentice Hall 7-12 FIGURE 7.2 The Hierarchy of Effects Model, Message Strategies, and Advertising Components © 2007 by Prentice Hall 7-13 FIGURE 7. 3 Executional Frameworks • • • • • • • • Animation Slice-of-life Dramatization Testimonial Authoritative Demonstration Fantasy Informative © 2007 by Prentice Hall 7-14 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 7-15 Slice-of-Life • • • • Encounter Problem Interaction Solution © 2007 by Prentice Hall 7-16 Slice-of-life A business-to-business print advertisement using a slice-of-life executional framework. 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 7-17 Drama Use of the drama executional framework by United Airlines in a television advertisement. Click picture for video. © 2007 by Prentice Hall 7-18 Testimonials • • • • Business-to-business sector Service sector Enhance credibility Source • Customers • Paid actors © 2007 by Prentice Hall 7-19 Testimonials Use of the testimonial execution by Diamond Security in a television advertisement. Click picture for video. © 2007 by Prentice Hall 7-20 Authoritative • • • • • • Expert authority Scientific or survey evidence Independent evidence Business-to-business ads Cognitive processing Specialty print media © 2007 by Prentice Hall 7-21 Demonstration • Shows product being used • Business-to-business sector • Television and Internet © 2007 by Prentice Hall 7-22 Fantasy Beyond reality Common themes Sex Love Romance Perfume/Cologne An advertisement by Jantzen using a fantasy executional framework. © 2007 by Prentice Hall 7-23 Informative • Used extensively in radio • Business-to-business usage • Key is buying situation • Level of involvement © 2007 by Prentice Hall 7-24 Changing World of Creatives • Beyond Madison Avenue • Emphasis on market research • Creatives Director • Goals for creatives • Keep work original • Take risks © 2007 by Prentice Hall 7-25 Spokespersons • • • • Celebrities CEOs Experts Typical persons © 2007 by Prentice Hall 7-26 FIGURE 7.4 Celebrity Endorsers © 2007 by Prentice Hall 7-27 FIGURE 7.5 Top 10 Earnings of Dead Celebrities © 2007 by Prentice Hall 7-28 FIGURE 7.6 Characteristics of Effective Spokespersons Credibility Attractiveness Trustworthiness Likability Expertise © 2007 by Prentice Hall 7-29 Endorsers Celebrity Endorser Bo Derrick © 2007 by Prentice Hall 7-30 Endorsers Celebrity Endorser Ringo Starr © 2007 by Prentice Hall 7-31 FIGURE 7.8 Creating an Advertisement © 2007 by Prentice Hall 7-32 FIGURE 7.9 Principles of Effective Advertising • • • • Visual consistency Campaign duration Repeated taglines Consistent positioning- avoid ambiguity • Simplicity • Identifiable selling point • Create an effective flow © 2007 by Prentice Hall 7-33 Campbell’s Advertising With a $178 million ad budget, Campbell’s has demonstrated effective advertising with 43.1% of ready-to-serve soup market. Ready-to-serve soup 1. 2. 3. 4. 5. Campbell’s Chunky Progresso Campbell’s Select Swanson Campbell’s Market share 27.2% 23.5% 11.4% 7.7% 4.5% Source: Stephanie Thompson, “Mobile Meals Gaining,” Advertising Age, Vol. 74, No. 25 (June 23, 2002), p. 20. © 2007 by Prentice Hall 7-34 FIGURE 7. 10 Which Taglines Can You Identify? • • • • • • • 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. © 2007 by Prentice Hall 7-35 Ad Clutter - Television Nonprogram material each hour • 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 Source: Katy Bachman, “Court TV Gets on Ad Clutter Case,” Adweek, Sept. 15,2003, p. 8. © 2007 by Prentice Hall 7-36 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 7-37 Advertisement for The Socoh Group © 2007 by Prentice Hall 7-38
