Chapter 6 Flashcards
Message Theme
Outlines the key idea in an advertising campaign and becomes the central part of the creative brief and helps the advertising team derive the message strategy
Message strategy
The primary tactic or approach used to deliver the message theme
Three broad categories of message strategies
Cognitive
Affective
conative
Cognitive Message Strategy
Presents rational arguments or pieces of information to consumers. The ideas require cognitive processing. The message describes the products attributes or benefits.
What are the five major forms of cognitive strategies
generic, preemptive, unique selling propositions, hyperbole, and comparative advertisements
Generic Messages Cognitive Message Strategy
-An advertisement that directly promotes the product’s attributes or benefits without any claim of superiority (Good for brand leaders & Help stimulate brand awareness)
Preemptive Cognitive Message Strategy
A claim of superiority based on a product’s specific attribute or benefit with the intent of preventing the competition from making the same or a similar statement (Must state an advantage first)
Unique Selling Propositions Cognitive Message Strategy
-An explicit, testable claim of uniqueness or superiority that can be supported or substantiate in some manner
Hyperbole Advertising Cognitive Message Strategy
-An untestable claim based on some attribute or benefit that does not require substantiation (popular cognitive approach)
Comparative Advertisements
Allows an advertiser to directly or indirectly compare a product to the competition based on some attribute or benefit. Maybe be real or fictitious competitor.
Advantages of using comparative advertising cognitive message strategy
They capture attention, which increases brand and message awareness
Disadvantages of using comparative advertising cognitive message strategy
Tend to be less believable and consumers tend to experience negative attitudes
Affective Message Strategies
Advertisements trying to evoke feelings or emotions and match those feelings with the good, service, or company
Two Types of Affective Message Strategies
Resonance Advertising
Emotional Advertising
Resonance Advertising
connecting a brand with a consumer’s experiences in order to develop stronger ties between the product and the consumer (comfort marketing)
Comfort Marketing
Bringing back vintage characters, themes, and jingles from the past to invoke fond memories when times were better.
Emotional Advertising
Attempts to elicit powerful positive feelings that help lead to product recall and choice. Works for consumers and b-to-b markets.
Conative Message Strategy
Lead directly to consumer responses. They encourage customer action (impulse buys) and often support promotional efforts.
Types of Advertising Appeals
Fear
Humor
Sex
Music
Rationality
Emotions
scarcity
Fear Appeal.
Fear appeals are common, increase interest and are memorable
Appeal Strength
The strength of the appeal constitutes another key factor when using a fear approach. Low fear may not be noticed, high fear will be ignored, and moderate fear works best.
Reasons for using humor in ads
captures attention, holds attention, often wins creative awards, high recall scores, consumers enjoy ads that make them laugh, evaluated by consumers as likeable ads
advantages of using humor in advertising
piques interest
increases recall and and comprehension
elevates mood
disadvantages of using humor in advertising
Can be considered offensive
Often overpowers message
When using humor in advertising internationally, what should you keep in mind?
That humor is often rooted in culture and varies across countries.
Sex Appeal
Used as a means to break through clutter, but it doesn’t sell the way it use to due to over saturation.
Humor in an advertisement should focus
on a component of the means–end chain. How?
The humor can relate to a product’s attributes, a
customer benefit, or the personal value obtained from the product. The most effective ads
are those in which the humor incorporates all three elements.
Sexuality approaches used in advertising
Subliminal techniques
Sensuality
Sexual suggestiveness
Nudity or partial nudity
Overt sexuality
Subliminal techniques
Placing sexual cues or icons in ads in an attempts to affect a viewers subconscious (often it isn’t strong enough to be noticed, making it ineffective)
Sensuality
A sensual suggestion (or alluring glance)
Sexual suggestiveness
An advertisement that hints that sex is about to take place and is increasingly being used for LGBT themes
Decorative Models
Another sexual tactic that involves place decorative models into ads to attract attention.
Are sex appeals effective?
Sex and nudity Increase attention, but brand recall tends to be lower. It can affect cognitive impressions and if a viewer likes the ad, it results in a positive impression of the brand. If they think its in poor taste, negative feelings and beliefs about the brand emerge.
Societal trends affect attitudes toward sex and advertising experiences acceptance fluctuations regarding it.
Disadvantages of using sex appeal in advertising
Creates dissatisfaction with one’s body (both in male and females - perpetuating stereotypes
What was the four criteria used by Badger & Winters Agency to decide if a women was being objectified in an ad?
Does the woman have a choice or voice?
Is she just a sexually provocative body part?
Is the photo manipulated in an unrealistic way?
Would you be comfortable if it was your sister, best friend, or yourself?
Music Appeals in advertising
Connects with emotions and memories
Has intrusive value
Gains attention
Increases the retention of visual informational
Better recall
Can increase persuasiveness
Stored in long-term memory
Roles of music appeals in advertisements
Incidental to ad
Primary theme
What decisions need to be made about music selection for ads?
Familiar tune
Write a jingle
Background or mood music
Familiar tune
Write a jingle
Background or mood music
Emotional Appeals are based on what three ideals?
Consumers ignore most ads
Rational appeals go unnoticed
Emotional appeals can capture attention and foster an attachment
Why is the television the best medium (media outlet) to use when using emotional appeals in advertising?
Because if offers intrusive value and incorporates sound and sight
Scarcity Appeals in advertising
Urge consumers to buy a product because of a limitation. Based on limited supply, Based on limited time to purchase, Often tied with promotion tools such as contests, sweepstakes, and coupons, Encourage customers to take action
Executional Framework (or execution)
Signifies the manner in which an ad appeal will be presented and a message strategy will be presented and a message strategy conveyed.
Types of Execution Framework
Animation
Slice-of-life
Storytelling
Testimonial
Authoritative
Demonstration
Fantasy
Informative
Animation Executions
Originally used by firms with small advertising budgets
Increased use due to advances in computer technology and sophisticated computer graphics programs
Rotoscoping
process of digitally painting or sketching figures into live sequences which makes it possible to present both live actors and animated characters in the same frame.
Stop motion animation
Makes a physically manipulated object appear to move on its own
Clay animation figures are often used
Slice-of-Life Executions
Advertisers provide solutions to the everyday problems consumers or businesses face
Components of a Slice-of-Life Ad
Encounter
Problem
Interaction
Solution
Storytelling Executions
Resembles 30-second movie with a plot or story and the brand is at periphery. Viewers draw own conclusions.
Testimonials Executions
Used a lot in the business-to-business and service sector. Customers relating their positive experiences enhance the credibility of the product/service. Actual customers are trusted more than paid actors or famous people.
Authoritative Executions
Use expert authorities to convince viewer’s of a brand’s superiority, usually using scientific or survey evidence.The authoritative approach assumes consumers and business decision makers rely on cognitive processes when making purchase decisions, that they will pay attention to an ad, and that they will carefully think about the information conveyed.
Demonstration Executions
Shows product being used and provides an effective way to communicate the product’s benefits. Business-to-business sector often present demonstrations. Can be presented via Television and internet.
Fantasy Executions
Lift the audience beyond the real world to a make-believe experience. Common themes include sex, love, and romance.
Informative Executions
Speak to audience in a straight-forward manner. Search engine advertising used extensively in radio. Business-to-business usage and the key is buying situation
Level of involvement
Sources and Spokespersons
Who delivers an advertising message visually and/or verbally
Celebrity Spokesperson
Most common and is featured in 6% of ads, tends to enhance brand equity and create emotional bonds. More effective with younger consumers.
Athletes are traditionally popular.
Establish brand personality
Three types of celebrity endorsements
voice-overs, dead-person endorsements, and social media endorsements
Celebrity voice-over endorsements
Celebrities provide voiceovers for television and radio ads without being shown or identified. It provides a quality
voice to the advertisement, but can be a distraction to the consumer.
Celebrity dead-person endorsement
Somewhat controversial, but becoming more common. It occurs when a sponsor uses an image or past video or
film featuring an actor or personality who has passed away.
Celebrity social media endorsement
celebrity is paid to endorse products, post tweets, or comments
Other than celebrities, who can be spokespeople?
CEO’s, experts, and typical people
Why do CEO’s make good spokespeople?
They are highly visible and personable and can be a major asset to their firm and products.
expert spokespersons
are experts in their fields, authoritative figures and enhance the credibility of informative advertising
Typical persons (spokepersons)
Take two forms, paid actors who play typical everyday people and actual typical every day people.
Characteristics of Effective Spokespersons
Credibility
Attractiveness
Trustworthiness
Similarity
Expertise
Likeability
What creates credibility
The composite of attractiveness, similarity, likeability, trustworthiness, and expertise creates credibility, which in turn affects the receiver’s acceptance of the
spokesperson and message.
Credible Source Characteristics
A composite of derived from all five characteristics, acceptance of individual and message, and being believable. Most sources don’t score high in all characteristics, but most celebrities do.
two types of attractiveness source characteristics
Physical attractiveness
personality attractiveness
Similarity Source Characteristics
Is closely related to attractiveness, but allows for identification with the source. Believing they have similar beliefs, attitudes, preferences, or behaviors, aspirations
Likeability Source Characteristics
Consumers respond to sources they like
May like role an actor plays
May like an athlete because on favorite team
May like source because supports favorite cause
Transfer of dislike to brand being endorsed
Trustworthiness Source Characteristics
Trustworthiness represents the degree of confidence or the level of acceptance consumers place in the spokesperson’s message. Not all spokespersons are viewed as trustworthy and it is needed to Help consumers believe message. Likeability and trustworthiness related
Expertise Source Characteristics
Spokesperson exhibiting higher level of expertise become more believable. Higher expertise = Higher credibility
