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Chapter Seven

Advertising DesignMessage Strategies and

Executional FrameworksProf. (Dr.) Kao Kveng Hong, Ph.D. , D.Litt.

Dove’s Social andFashion Advertising

• 2007 – “Onslaught”• Social pressures of young girls• Does not mention Dove in ad

• Age compression marketing• Body image issues• “Campaign for Real Beauty” –

Dove Web site• Unilever Axe – sexually-oriented

advertising

Discussion Slide

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Chapter Overview• Message strategies• Executional frameworks• Spokespersons and endorsers• Principles of effective

advertising

Advertising Design Message Strategies and

Executional Frameworks7

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Message StrategiesCognitive Affective Conative

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Message Strategies

• Generic• Preemptive• Unique Selling Proposition• Hyperbole• Comparative

Cognitive Affective Conative

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GenericCognitive Message Strategy

An ad for Koestler Granite& Marble using a generic cognitive message strategy.

Click picture for video.

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PreemptiveCognitive Message Strategy

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An ad for the Waterfront Grill created by Sartor Associates using a pre- emptive cognitive message strategy.

Click picture for video.

An advertisement by Bonne Bell using the unique selling proposition.

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Message Strategies

• Resonance• Emotional

Cognitive Affective Conative

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Advertisement by Cheerios using a resonance, affective message strategy.

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Message Strategies

• Action-inducing• Promotional support

Cognitive Affective Conative

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An advertisement by Fisher Boy encouraging consumers to enter the contest.

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F I G U R E 7 . 2The Hierarchy of Effects Model, Message Strategies, and Advertising Components

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Executional Frameworks

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

F I G U R E 7. 3

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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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Encounter Problem Interaction Solution

F I G U R E 7. 4

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Components of a Slice-of-Life Ad

A business-to-business print advertisement using a slice-of-life executional framework.

Slice-of-life

The text asks:“If the average singlefemale breaks up with4.3 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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Dramatization

Use of the drama executional framework by United Airlines in a television advertisement.

Click picture for video.

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• Business-to-business sector• Service sector• Enhance credibility• Source

• Customers• Paid actors

Testimonials

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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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• Expert authority• Scientific or survey evidence• Independent evidence• Business-to-business ads• Cognitive processing• Specialty print media

Authoritative

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• Shows product being used• Business-to-business sector• Television and Internet

Demonstration

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Beyond realityCommon themes

Sex Love Romance

Perfume/Cologne

An advertisement by Jantzen using a fantasy executional framework.

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Fantasy

• Used extensively in radio• Business-to-business usage• Key is buying situation• Level of involvement

Informative

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Sources and Spokespersons

Source

Celebrities

CEOs

Experts

Typical persons

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F I G U R E 7 . 6

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Top Hollywood Celebrity Endorsers

• Catherine Zeta-Jones, T-Mobile, $20 million.• Angelina Jolie, St. John clothing, $12 million.• Nicole Kidman, Channel 5 perfume, $12 million.• Jessica Simpson, Guthy-Renker direct response TV,

cosmetics, $7.5 million.• Gwynweth Paltrow, Estee Lauder fragrances, $6

million.• Charlize Theron, Dior fragrance, $6 million• Julia Roberts, Gianfranco Ferre fashion, $5 million• Brad Pitt, Heineken beer, $4 million.

Source: Adapted from Gail Schiller, “Top 10 Ad Deals,” Adweek, Vol. 47, No. 17 (April 24, 2006), pp.20-22.

F I G U R E 7 . 7Top 10 Earnings of Dead Celebrities

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F I G U R E 7 . 6Characteristics of Effective Spokespersons

Credibility

Attractiveness Similarity Likability

Trustworthiness Expertise

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Endorsers

Celebrity Endorser Bo Derrick

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Reebok

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Uses Rappers to reach the youth market.

Click to play clip from Reebok VIDEO

• Celebrities• Tend to score high in credibility• Negative publicity• Endorsement of too many products

• CEO• Trustworthy, expertise, and some credibility• Must exercise care in selection

• Expert• Seek experts who are attractive, likable, trustworthy• Valid credentials important

• Typical person• Multiple typical persons increase credibility• Real-person• Actor

Matching Source Typesand Characteristics

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F I G U R E 7 . 8Creating an Advertisement

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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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F I G U R E 7 . 10

F I G U R E 7. 11

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Which Taglines Can You Identify?

1. A diamond is forever.2. Be all you can be.3. Can you hear me now?4. Don’t leave home without it.5. Just do it.6. Look Mom, no cavities.7. The ultimate driving machine.8. What can brown do for you?9. We try harder.10. You deserve a break today.

Answers: 1) DeBeers 2) US Army 3) Verizon 4) American Express 5) Nike 6) Crest 7) BMW 8) UPS 9) Avis10) McDonald’s

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 7-36