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reaches the target audience. Designed to change or shape attitudes. Must be remembered. Should lead to some kind of short or long term action.
Message Strategies
3 broad categories of message strategies:
Cognitive Affective
Conative
Cognitive Strategies
Presentation of rational arguments or pieces of
information to consumers. The advertisers key message is about the products attributes or benefits. 5 major forms of cognitive strategies:
Generic messages Preemptive messages Unique Selling Proposition Hyperbole Comparative Advertisements
Cognitive Strategies
Generic Messages
Direct promotions of product attributes or benefits
without any claim of superiority. Work best for the brand leaders Example: Campbells Soup Soup is good food
Preemptive Messages
Claim superiority based on a products specific attribute
or benefit. Idea is to present the competition from making thee same or a similar statement. Example: Crest the cavity fighter
Cognitive Strategies
USP
A clear, testable claim of uniqueness or
Cognitive Strategies
Hyperbole
This makes an untestable claim based upon some
Remember
All five of these cognitive message strategies
are based on some type of rational logic Ensure consumer pay attention and take time to cognitively process the information Informing people about the product
Affective Strategies
Feelings or emotions and match those feelings
with the good, service, or company. Prepared to enhance the likeability of the product Recall of the appeal Affective strategies are a common approach to developing a strong brand name.
Affective Strategies
The two main forms are:
Resonance advertising Emotional advertising
Affective Strategies
Resonance Advertising
Connect product with a consumers experience to
recall and choice Many emotions can be connected to products, including trust, reliability, friendship, happiness, security, romance, passion etc.
Conative Strategies
Designed to lead more directly to some type of
consumer response. Can be used to support other promotional efforts, such as coupon redemption programs, in-store offers like buy-one-get-one-free.
The 2 main forms are:
Action inducing (suggesting) Promotional support
Headline Sub-headline
Action to take
Executional Frameworks
Executional Framework
An executional framework is the manner in which an
Animation
Has seen a lot of
Slice-of-Life
Here, advertisers try to provide solutions to the
everyday problems customers and businesses face. P&G came up with the format back in the 1950s. A common slice-of-life format has 4 stages:
Encounter Problem
Interaction
( Banglalink add dinbodol)
Solution
Dramatization
It is similar to the slice-of-life framework.
However, the intensity of the situation is
Testimonials
Especially successful in the B2B and services
marketing sectors. Customer is presented in an ad talking about a positive experience with a product. It is an effective method for promoting services. Testimonials enhance company credibility. In such ads, it is the everyday people, often actual customers are the main characters they are found to be more credible than endorsers and famous individuals. Example: BTI our clients speak for us campaign
Authoritative
The advertiser tries to convince viewers
engineer, or chemist talks about the brands advantages compared to other brands.
Example: Colgate
Demonstration
It shows how a product works. Effective way to communicate the
Fantasy
Such executions are designed to
Informative
Here, information is presented to the audience in a
straightforward manner.
Seen commonly in RDCs, rather than in TVC or print
situations.
Source Characteristics
credibility People know that the celebrities are paid they lose credibility
Creating an Advertisement
Repeated taglines
Consistent positioning avoid ambiguity
Beating Ad Clutter
Repetition it can lead to better
occurs when a consumers sees the same advertisement in different environments. These varied environments increase an ads recall and effectiveness by encoding it into the brain through various methods. Creatives can generate the effect by varying the situational context of a particular ad. Example: Mastercard ads or Zoo Zoo
Questions?