Chapter 6 - Advertising design

Question 1

What are the three message strategies?

Answer 1

1. Cognitive = presents rational arguments or pieces of information. The ideas require cognitive processing. A cognitive message strategy advertisement targets the persons beliefs and/or knowledge structure by suggesting a product benefit.
2. Affective = advertisements that evoke feelings or emotions that connect with the good, service or company feature.
3. Conative = seeks to lead directly to consumer responses. They often support other promotional efforts, such as coupon redemption programs and cash-back rebates or encourage consumers to look on their website.

Question 2

What are the message strategies within the cognitive strategy?

Answer 2

1. Generic messages = an advertisement that directly promotes the products attributes or benefits without any claim of superiority.
2. Preemptive messages = a claim of superiority based on a products specific attribute or benefit with the intent of preventing the competition from making the same or similar statement
3. Unique selling proposition = Testable claim of uniqueness of superiority that can be supported or substantiated in some manner.
4. Hyperbole = an untestable claim based on some attribute or benefit
5. Comparative advertising = occurs when an advertiser compares a product tot he competition based on some attribute or benefit. The ad may mention the competitor by name or present a fictional or generic set of competitor.

Question 3

What are the message strategies within the Affective strategy?

Answer 3

1. resonance/comfort marketing = connecting a brand with experiences from consumer to develop stronger ties between the product and the consumer. Exp = using old song in TV ads because the audience is older.
2. Emotional affective approach = Attempt to create powerful feelings that enhance product recall and choice. Presenting the benefits of a product in an emotional framework makes it more likely for the consumer to purchase.

Question 4

What are the 7 types of advertising appeals?

Answer 4

1. Fear
2. Humor
3. Sex
4. Music
5. Rationality
6. Emotions
7. Scarcity

Question 5

What are the strategies in the appeal “fear”?

Answer 5

1. severity and vulnerability = shows the impact an issue has. Exp = Severity of downtime if a server breaks down.
2. Rewards to response efficacy = 3 factors people use when deciding:
   - Intrinsic (gaining social acceptance) and extrinsic (saving on the cost of 1 compared to the other) rewards
   - Response cost = solution should be cheap, or people won’t consider it
   - Self-efficacy = the confidence in their own abilities
3. Appeal strength = fear appeals should be strong enough to capture a viewers attention and to influence their thinking, but not so scary that they avoid watching the advertisement.

Question 6

What are the strategies in the appeal “sex”?

Answer 6

1. Subliminal approach = placing sexual cues or icons in ads in attempt to affect a viewers subconscious.
2. Sensuality = women respond more favorably to sensual suggestions than to an overtly sexual approach, it relies on the imagination of the viewer.
3. Sexual suggestiveness = suggesting that sex is about to take place in a certain situation. Viewer may think of the advertisement in a similar situation
4. (Partial) Nudity = Some ads are made to elicit a sexual response
5. Overt sexuality = advertisements for sexually oriented products
6. Decorative models = placing indv to adorn products as sexual or attractive stimuli. Exp = using models in beer ads
7. Effectiveness of sex appeals = almost all studies show that sex and nudity increase attention from viewers. But some people focus too much on the person, they forget what product it’s about
8. Societal trends = society’s view and levels of acceptance to determine the right level of sex appeal in the ad
9. Criticisms of sex appeals = it can create dissatisfaction with the body of the viewer.

Question 7

What executional frameworks do we know?

Answer 7

1. Animation
2. Slice-of-life (encounter –> problem –> interaction –> solution)
3. Storytelling
4. Testimonial
5. Authoritative
6. Demonstration
7. Fantasy
8. Informative

Question 8

In what two ways can we use the Authoritative framework?

Answer 8

1. Expert authority = shows an expert in a sector and let them inform you about the benefits of a product and why its better than the competition
2. Consumer reports = can also rank a brand as the best option.

Question 9

What sources or spokespersons can we use in an advertisement?

Answer 9

1. Celebrities
2. CEO’s
3. Experts
4. Typical persons
   - Paid actors to portray normal people
   - Actual, typical, everyday people

Question 10

What is Dead People Endorsement when using celebrities in an advertisement?

Answer 10

Using a celebrity that has passed away in your advertisement.

Question 11

What is Social Media Endorsement when using celebrities in an advertisement?

Answer 11

Advertisers are careful about any character issues or scandals that may come with showing you in their advertisement.

Question 12

What are the source characteristics needed for using celebrities in an advertisement?

Answer 12

1. Credibility (combo of all 5 below)
2. Attractiveness
3. Similarity
4. Likability
5. Trustworthiness
6. Expertise