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Introduction

Designing messages that effectively

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

superiority that can be supported or verified. Example: Dove 25% moisturizer.

Cognitive Strategies
Hyperbole
This makes an untestable claim based upon some

attribute or benefits. Eg. NTV is promoting Bangladeshis favorite color GREEN


Comparative Advertisement
When an advertiser directly or indirectly compares a

good or service to the competition.

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

stronger ties between the product and the consumer


Emotional Advertising
Elicit powerful emotions that eventually lead to product

recall and choice Many emotions can be connected to products, including trust, reliability, friendship, happiness, security, romance, passion etc.

Remember about Affective Strategies


Good for developing a strong brand name
Do not make decision based solely on rational

thought process Emotions and feelings also affect decisions

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

Hierarchy of Effects Model


Message Strategies Hierarchy of Effects Model Advertising Components

Headline Sub-headline

Amplification Proof of the claim

Action to take

Executional Frameworks

Executional Framework
An executional framework is the manner in which an

ad appeal is presented. It is chosen after an advertising appeal has been selected


Animation Slice-of-life Dramatization Testimonial Authoritative Demonstration Fantasy Informative

Animation
Has seen a lot of

development in recent years. Rotoscoping Clay animation

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

heightened in this framework. Make it Big

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

that a given product is superior to other brands.


Expert authority dentists, physician,

engineer, or chemist talks about the brands advantages compared to other brands.
Example: Colgate

May include scientific or survey evidence.

Demonstration
It shows how a product works. Effective way to communicate the

attributes of a product to viewers.


Well-suited to television and internet

flash It is difficult to portray it in other media like print.


Demonstrations have been found to be

effective for B2B marketing

Fantasy
Such executions are designed to

lift the audience beyond the real world to a make-believe experience.


Most common fantasy themes still

involve sex, love and romance.


Fantasy is widely used for

fragrances and other fashion items.

Informative
Here, information is presented to the audience in a

straightforward manner.
Seen commonly in RDCs, rather than in TVC or print

where consumers tend to ignore them.

Consumers who are highly involved in a particular

product category pay attention to such ads.


Such ads thus tend to work best for high-involvement

situations.

Sources and Spokesperson

Sources and Spokespersons


Selecting the right source and spokesperson to

use in an advertisement is a critical decision.


4 types of sources are available to advertisers:
Celebrities Nokia with Tamim Iqbal CEOs Experts Sunsilk/Persona with Habib, doctors for

colgate Typical persons

Source Characteristics

Matching Source Types and Characteristics


Amitabh Bachchan
Sachin Tendulkar If there is a match between the product and

celebrity, the virtue of such an endorsement increases. Problems


Brand ambassadors bringing disgrace to the brand
Celebrities endorsing too many products they lose

credibility People know that the celebrities are paid they lose credibility

Creating an Advertisement

Effective Advertising Key Points


An effective ad requires the joint efforts of

the account exec, creative, media planner, and media buyer.


If the ad can break through the clutter

half the battle is won.

Key points to keep in mind are:


Visual consistency Campaign duration

Repeated taglines
Consistent positioning avoid ambiguity

(doubt) Simplicity Identifiable selling point Create an effective flow

Beating Ad Clutter
Repetition it can lead to better

brand and ad recall. Variability theory


Suggests that variable encoding

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?

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