Lecture 10 - Advertising design Flashcards
Message Strategies (DEF)
The message strategy is the primary tactic or approach used to deliver the message theme
Cognitive Message Strategies
Present rational arguments or pieces of information that require cognitive processing. These messages describe the products attributes, or the benefits customers obtain by purchasing the product.
5 types of cognitive message strategies
Generic
Preemptive
Unique selling proposition
Hyperbole
Comparative
Generic strategy
Advertisements that directly promote the product’s attributes or benefits without any claim of superiority
This type of messaging is best for the category leader, and is often used when the brand is synonymous (Kleenex) with the category
Preemptive 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. Buckley’s
Unique selling proposition strategy
Unique Selling Point (USP) are an explicit, testable claim of uniqueness or superiority that can be supported or substantiated in some manner “more convenient”, “cheepsest”, “uses cognitive behavioral therapy”, “the only X that uses Y
Hyperbole strategy
An untestable claim based on some attribute or benefit. “Finest”, “Best”, Greatest”, “America’s favorite” World’s strongest coffee
Comparative strategy
When an advertiser directly or indirectly compares a product to the competition based on some attribute or benefit
The advertiser may mention the competitor by name or just refer to the uniqueness of what they’re offering compared to those competitors.
These ads must be presented in a way that are believable and that don’t lead to negative consumer attitudes.
Affective Message Strategies (DEF)
Advertisements that evoke feelings or emotions and match those feelings with the good, service, or company.
These messages attempt to enhance the likeability of the product, recall of the appeal, or comprehension of the advertisement.
They should elicit emotions that lead the consumers to act, preferably by buying the product and subsequently by affecting the consumer’s reasoning process.
2 types of affective message strategies
Resonance
Emotional
Resonance affective strategy
Connecting a brand with a consumer’s experiences in order to develop stronger ties between the product and the consumer
Things that can connect a consumer to an advertisement include the music, time period, visual style, spokespeople / characters, themes, or storytelling
Emotional affective strategy
Attempt to elicit powerful feelings that enhance product recall and choice.
Many emotions connect to products, including trust, reliability, friendship, happiness, security, glamour, luxury, serenity, pleasure, romance, and passion
For some products, affective advertisements succeed because few real tangible differences among brands actually exist.
Conative message strategies (DEF)
Conative strategies seek to lead directly to consumer responses. They often support other promotional efforts, such as coupon redemption programs and cash-back rebates, or encourage customers to visit the website.
Conative ads typically encourage quick action with cognitive and affective attachment (or knowledge) coming after
Types of advertising appeals
- Fear
- Humour
- Sex
- Music
- Rationality
- Emotions
- Scarcity
Rationality
DEF: Rationality appeals follow the hierarchy of effects stages of:
* Awareness
* Knowledge
* Liking
* Preference
* Conviction
* Purchase
This tactic requires consumers to actively process data in judgment, comparison, and ultimate choice
Scarcity
Scarcity appeals urge consumers to buy a product because of a limitation; this can include the time available to buy, limitations in supply, or upcoming price changes (limited time discounts)
Fear
Fear appeals must consider:
* Severity
* Vulnerability
* Intrinsic / Extrinsic Costs
* Response Costs
* Response Efficacy
Humor
Humorous ads make up about 30% of television and radio ads
Humorous ads:
* Capture attention.
* Hold attention.
* Often win creative awards (increased awareness)
* Have high recall scores.
* Are enjoyed by consumers.
* Can transfer positive affect (emotion) to the brand.
Music
Music can help to convey or fortify a brand’s message
Emotions
Emotional appeals are based on three ideas:
* Consumes ignore most advertisements
* Rational appeals go unnoticed except for customers who are in the market
* Emotional advertising often captures a viewer’s attention and creates an emotional attachment between the consumer and the brand
Executional Frameworks
An executional framework signifies the manner in which an ad appeal will be presented and a message strategy conveyed:
8 types of executional frameworks
- Animation
- Slice-of-Life Executions
- Storytelling
- Testimonial
- Authoritative
- Demonstration
- Fantasy
- Informative
Animation framework
Animation involves the use of animation to create images and to convey ideas that can be difficult for live-action or or traditional types of advertising
Slice-of-life framework
In slice of life commercials, advertisers provide solutions to everyday problems (Encounter Problem Interaction Solution)
Storytelling framework
Storytelling does not include an encounter where a brand solves a problem faced by a consumer or business, instead it resembles a 30-second movie with a plot or story in which the brand is more at the periphery rather than at the center of the ad
Testimonials framework
Testimonials involve real customers provide positive feedback toward the brand or product
Endorsers and famous individuals do not always have high levels of credibility, because customers know that they are being paid for their endorsement
Demonstration framework
Demonstration execution displays how a product works. It provides an effective method for communicating the product’s benefits to viewers.
Fantasy framework
Fantasy executions life the audience beyond the real world to a make-believe experience. While some can be realistic, others can be completely irrational.
Viewers often recall the most irrational and illogical ads.
Common fantasy advertisements include achievement, romance, and personal success
Informative framework
Informative advertisements speak to the audience in a straightforward manner. Agencies prepare them extensively for radio commercial, podcast ads, online reviews, and other informational forums
*Can all be used in combination with advertising appeals
Sources and spokespeople (DEF)
Who will deliver the brands message is a key question when delivering this type of advertising message
Spokespeople are typically:
- Celebrities
- CEOs (or other top management)
- Experts
- Typical Persons / Users
