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Advertising Design:
Chapter Objectives
1. Three types of message strategies
2. Major types of executional
frameworks
3. Types and sources of spokespersons
and the criteria used to select them
7-2
Message Strategies
Message theme can be created
by using the message strategy
Cognitive
Affective
Conative
7-3
Cognitive
Message Strategies
Rational arguments
Highlight product
attributes/benefits
Influence people
belief/knowledge structure
Attitude sequence: cognitive
affective conative
7-4
Cognitive
7-6
Affective
Message Strategies
Enhance likeability of product
Recall appeal
Affect the consumers reasoning
process to buy into emotional
appeal
Attitude sequence: affective
conative cognitive
7-7
Affective
7-9
Conative
Message Strategies
Target consumer response
Use availability and
exclusiveness appeals
Attitude sequence: conative
cognitive affective
7 - 10
Conative
7 - 12
Message
Strategies
Cognitive
Affective
Conative
Hierarchy of
Effects Model
Awareness
Knowledge
Liking
Preference
Conviction
Purchase
7 - 13
Executional Frameworks
Animation
Slice of life
Dramatization
Testimonial
Authoritative
Demonstration
Fantasy
Informative
7 - 14
Animation
Originally used by
firms with small
advertising budgets
Increased use due
to advances in
computer
technology
Rotoscoping
7 - 15
Slice of Life
(Dramatization)
Encounter
Problem
Interaction
Solution
7 - 16
Testimonials
Service sector
Enhance credibility
Source
Customers
Paid actors
7 - 17
Authoritative
Expert authority
Scientific or survey
authority
Independent evidence
Cognitive processing
Specialty print media
7 - 18
Demonstration
Shows product being used
Television and the Internet
7 - 19
Fantasy
Beyond reality
Can inspire recall and action
7 - 20
Informative
Used extensively in
radio
Key is buying situation
Level of involvement
7 - 21
HTC
7 - 22
Spokespersons
Celebrities
Unpaid
Voice-overs
Dead-person endorsement
Social media
CEOs
Experts
Typical persons
7 - 23
Source Characteristics
Credibility
Attractiveness
Trustworthiness
Similarity
Expertise
Likeability
7 - 24
Principles
Effective Advertising
Visual consistency
Campaign duration
Repeated tag lines
Consistent positioning
Simplicity
Identifiable selling point
Effective flow
7 - 25
Beating Ad Clutter
Variability theory
Multiple mediums
Ads that gain attention
Ads that relate to the target
audience
7 - 26
Benetton
1984
7 - 27
1985
7 - 28
1988
7 - 29
1980s
7 - 30
1992
7 - 31
2000
7 - 32
7 - 33