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    434ch7advt Framework-Fall2010

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    Keziah Pearl Limogmog
    The document discusses various message strategies and executional frameworks that can be used in advertising. It describes different cognitive, affective, and conative message strategies, such as generic, preemptive, unique selling proposition, and comparative. It also discusses executional frameworks like animation, dramatization, testimonial, and demonstration. Finally, it covers the use of celebrities, CEOs, experts, and typical people as sources in advertisements.

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    434ch7advt Framework-Fall2010

    Uploaded by

    Keziah Pearl Limogmog
    9 views22 pages
    The document discusses various message strategies and executional frameworks that can be used in advertising. It describes different cognitive, affective, and conative message strategies, such as generic, preemptive, unique selling proposition, and comparative. It also discusses executional frameworks like animation, dramatization, testimonial, and demonstration. Finally, it covers the use of celebrities, CEOs, experts, and typical people as sources in advertisements.

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    The document discusses various message strategies and executional frameworks that can be used in advertising. It describes different cognitive, affective, and conative message strategies, such as generic, preemptive, unique selling proposition, and comparative. It also discusses executional frameworks like animation, dramatization, testimonial, and demonstration. Finally, it covers the use of celebrities, CEOs, experts, and typical people as sources in advertisements.

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    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    9 views22 pages

    434ch7advt Framework-Fall2010

    Uploaded by

    Keziah Pearl Limogmog
    The document discusses various message strategies and executional frameworks that can be used in advertising. It describes different cognitive, affective, and conative message strategies, such as generic, preemptive, unique selling proposition, and comparative. It also discusses executional frameworks like animation, dramatization, testimonial, and demonstration. Finally, it covers the use of celebrities, CEOs, experts, and typical people as sources in advertisements.

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    © All Rights Reserved
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    Download as pptx, pdf, or txt
    of 22

    Executional Frameworks

    Chapter 7
     Message strategies are used to deliver a
    message theme (Chapter 5)
    Cognitive Affective Conative Brand

     Generic
     Preemptive
     Unique Selling Proposition
     Hyperbole
     Comparative
    An ad for Koestler Granite &
    Marble using a generic
    cognitive message strategy.

    Click picture for video.


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

    Click picture for video.


    Cognitive Affective Conative Brand

     Resonance
     Emotional
    Cognitive Affective Conative Brand

     Action-inducing
     Promotional support
    An advertisement by
    Fisher Boy encouraging
    consumers to enter the
    contest.

    7-8
    Cognitive Affective Conative Brand

     Brand user
     Brand image
     Brand usage
     Corporate
    FIGURE 7.2
    The Hierarchy of Effects Model, Message Strategies, and
    Advertising Components
     http://www.youtube.com/watch?v=5-Sjld5yy3Q
     http://www.youtube.com/watch?v=efB13sKDRrY
     http://www.ubs.com/1/e/advertising_global.html
     http://www.pcworld.com/businesscenter/article/210756/face
    book_messaging_rolls_in_microsoft_office.html
     McDonald’s free coffee!
     An executional framework is the manner in
    which an ad appeal (Chapter 6) is
    presented.
    Product
    Attributes Executional Framework

    Leverage
    Point

    Consumer
    Benefits

    Personal
    Value
     Animation
     Slice-of-life
     Dramatization
     http://www.youtube.com/watch?v=1DU5L
    KoC1A8&NR=1
     Testimonial
     Authoritative
     Demonstration
     Fantasy
     Informative
     Originally only used
    by firms with a small
    advertising budget

     Use has increased due


    to computer graphics
    technology.

    Some Web sites to explore


    •Http://www.greengiant.com
    •Http://www.doughboy.com
    •Http://www.animationlibrary.com
    FIGURE 7. 4

    Encounter Problem Interaction Solution


    Celebrities

    CEOs
    Source
    Experts

    Typical persons
     Attractiveness
     Physical
     Personality
     Likability
     Trustworthiness
     Expertise
     Credibility
     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
     Visual consistency
     Campaign duration
     Repeated taglines
     Consistent positioning
     Simplicity
     Identifiable selling point
     Effective flow of message
     Use repetition
     Variability Theory
     Use multiple mediums.
     Create ads that gain attention – any
    dangers of this?
     Create ads that relate to the target
    audience
     It’s everywhere you want to be.
     Just do it.
     You’re in good hands.
     The brushing that works between brushings.
     What can brown do for you?
     A different kind of company. A different kind of car.
     When you care enough to send the very best.
     It takes a licking and keeps on ticking.
     What can brown do for you?
     Can you hear me now?
     I’m loving it!

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