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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
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7
Advertising Design: Message Strategies and Executional Frameworks
Chapter Overview
• Message strategies • Executional frameworks • Spokespersons and endorsers • Principles of effective advertising
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Message Strategies
Cognitive Affective Conative
• • • • •
Generic Preemptive Unique Selling Proposition Hyperbole Comparative
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Generic Cognitive Message Strategy
An ad for Koestler Granite & Marble using a generic cognitive message strategy.
Click picture for video.
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Preemptive Cognitive Message Strategy
An ad for the Waterfront Grill created by Sartor Associates using a preemptive cognitive message strategy.
Click picture for video.
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An advertisement by Bonne Bell using the unique selling proposition.
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Message Strategies
Cognitive Affective Conative
• Resonance • Emotional
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Advertisement by Cheerios using a resonance, affective message strategy.
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An advertisement by Skechers using an emotional message strategy.
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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.”
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Message Strategies
Cognitive Affective Conative
• Action-inducing • Promotional support
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An advertisement by Fisher Boy encouraging consumers to enter the contest.
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FIGURE
7.2
The Hierarchy of Effects Model, Message Strategies, and Advertising Components
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FIGURE • • • • • • • •
7. 3
Executional Frameworks
Animation Slice-of-life Dramatization Testimonial Authoritative Demonstration Fantasy Informative
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Animation
• Originally only used by firms with a small advertising budget. • Use has increased due to computer graphics technology. • Rotoscoping. • Clay animation.
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Slice-of-Life
• • • • Encounter Problem Interaction Solution
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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?”
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Drama
Use of the drama executional framework by United Airlines in a television advertisement.
Click picture for video.
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Testimonials
• • • • Business-to-business sector Service sector Enhance credibility Source
• Customers • Paid actors
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Testimonials
Use of the testimonial execution by Diamond Security in a television advertisement.
Click picture for video.
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Authoritative
• • • • • • Expert authority Scientific or survey evidence Independent evidence Business-to-business ads Cognitive processing Specialty print media
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Demonstration
• Shows product being used • Business-to-business sector • Television and Internet
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Fantasy
Beyond reality Common themes Sex Love Romance Perfume/Cologne
An advertisement by Jantzen using a fantasy executional framework.
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Informative
• Used extensively in radio • Business-to-business usage • Key is buying situation • Level of involvement
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Changing World of Creatives
• Beyond Madison Avenue • Emphasis on market research • Creatives Director • Goals for creatives
• Keep work original • Take risks
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Spokespersons
• • • • Celebrities CEOs Experts Typical persons
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FIGURE
7.4
Celebrity Endorsers
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FIGURE
7.5
Top 10 Earnings of Dead Celebrities
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FIGURE
7.6
Characteristics of Effective Spokespersons
Credibility
Attractiveness
Likability
Trustworthiness
Expertise
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Endorsers
Celebrity Endorser Bo Derrick
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Endorsers
Celebrity Endorser Ringo Starr
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FIGURE
7.8
Creating an Advertisement
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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
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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 Market share
1. 2. 3. 4. 5.
Campbell’s Chunky Progresso Campbell’s Select Swanson Campbell’s
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.
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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.
• • • • • • •
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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.
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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
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Advertisement for The Socoh Group
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