Chp 6 - Advertising Design (Final Prep)

Message Strategy

The primary tactic or approach used to deliver a message theme

Cognitive Message Strategy

A strategy used to present rational arguments or pieces of information to consumers

- Ideas require ______ processing

Generic Message (type of cognitive message strategy)

An advertisement that directly promotes a product's attributes or benefits without any claim of superiority

Preemptive Message (type of cognitive message strategy)

An advertising claim of superiority based on a product's specific attribute or benefit

Unique Selling Proposition (type of cognitive message strategy)

An explicit, testable claim of uniqueness or superiority in an advertisement; can be supported in some manner (ex. HelloFresh offers the fastest delivery times - can be proven by research)

Hyperbole (type of cognitive message strategy)

An untestable advertising claim based on some attribute or benefit; popular approach; terms like "best" and "greatest" used

Comparative Advertisement (type of cognitive message strategy)

A direct or indirect advertising comparison with a competitor based on some product attribute or benefit; should be used with caution

Affective Message Strategies

Advertisements trying to evoke feelings or emotions and match those feelings with the good, service, or company

Comfort Marketing

A form of resonance advertising designed to encourage consumers to purchase a branded product rather than generic versions because the branded product has stood the test of time

Emotional Affective Approach

An advertising method that attempts to elicit powerful emotions that will lead to product recall and choice

Conative Message Strategy

An advertising approach designed to lead directly to a consumer response; action-inducing (act now)

Assertive Advertisements

Advertisements that direct consumers to immediately do something or refrain from doing something, such as making purchases

Advertising Appeals

Advertising approaches to reaching consumers with ads that feature an element of fear, humor, sex, music, rationality, emotions, or scarcity

Severity

The part of the fear behavioral response model that leads the individual to consider how strong certain negative consequences of an action will be

Vulnerability

The part of the fear behavioral response model that leads the individual to consider the odds of being affected by the negative consequences of an action

Decorative Model

An individual in an advertisement whose primary purpose is to adorn the product as a sexual or attractive stimulus without serving a functional role

Source (or Spokesperson)

The individual who delivers an advertising message visually and/or verbally

What did the Adweek Media and Harris Interactive Survey conclude?

The _______ emphasized the importance of designing a compelling and influential advertising campaign

- Ads somewhat or very interesting (55%)

- Ads not interesting at all (13%)

- Ads very influential in purchase decisions (6%)

- Ads somewhat influential in purchase decisions (29%)

- Nearly half of 18-34 year-olds are influence by advertising

- 37% of 35-44 year-olds are influence by advertising

- 28% of individuals 45+ are influences by advertising

What determines a successful advertising campaign?

People do more than merely enjoy what they see; it changes behaviors and attitudes; at the very least, viewers should remember the good or service

What are the types of message strategies?

Cognitive, Affective, and Conative

What does an appeal represent?

Manner in which a message is conveyed (ex. a serious tone, laughter, or sexual cues)

Executional Framework

Signifies the manner in which an ad appeal will be presented and a message strategy conveyed; comparable to the plot or story of the movie in which the action takes place

What is the challenge of the account executive, the company, and (mostly) the creative?

Designing a personal message, even while it is being delivered through an impersonal medium

Message Theme

The outline of key ideas in an advertisement (central part of creative brief)

What are the types of cognitive message strategies?

- Generic

- Preemptive

- Unique selling proposition

- Hyperbole

- Comparative

What are the types of affective message strategies?

- Resonance

- Emotional

What is the goal of cognitive message strategies?

To design an ad that will have an impact on a person's beliefs and/or knowledge structure by suggesting one of a variety of potential product benefits

When is it best to use generic message strategies (from cognitive message strategy)?

The market leader; dominant in the industry

What is the goal of generic message strategies (from cognitive message strategy)?

Make the brand synonymous with the product category

What is the key behind the preemptive message strategy (from cognitive message strategy)?

To prevent the competition from making a similar claim; be the first to state the advantage

What is the advantage of comparative advertising (from cognitive message strategy)?

Can capture attention

- Brand awareness increases

- Message awareness increases

What are disadvantages of comparative advertising (from cognitive message strategy)?

Less believable; negative attitude towards brand

- Negative comparative ad

- Spontaneous trait transference

What works well in comparative advertising (from cognitive message strategy)?

Comparing low-market share brand to market leader

What might not be very effective in comparative advertising (from cognitive message strategy)?

Comparing a high-market share brand with another high-market share brand

What is the attitude sequence of comparative advertising (from cognitive message strategy)?

Cognitive -> Affective -> Conative ; represents the rational approach

Why are affective message strategies used?

- To enhance the likeability of the product, recall of the appeal, or comprehension of the advertisement

- Elicit emotions that lead the consumer to act (preferably buy the product), and subsequently affect the consumer's reasoning process

Resonance Affective Approach

Connects a product with a consumer's experiences to develop stronger ties between the product and consumer (ex. music - nostalgia)

What emotions can be connected to products?

Trust, reliability, friendship, happiness, security, glamour, luxury, serenity, romance, pleasure, etc.

What markets are emotional affective approaches used?

Consumer-oriented and Business to Business

True or False: The emotional affective approach is a common approach to developing a strong brand name

True

What is the attitude development sequence of emotional affective approach?

Affective -> Conative -> Cognitive

What is the goal of conative message strategies?

Elicit behavior

True or False: There is limited or exclusive availability by distribution method in conative message strategies (ie. in stores only)

True

Conative advertisements do what?

Create situations in which cognitive knowledge of the product or affective liking of the product may come later (after purchase) or during product usage - POP displays > impulse buys

What is the attitude sequence for conative message strategies?

Conative -> Cognitive -> Affective

Why have conative strategies faced resistance with loyal customers?

People don't like being told what to do by brands they enjoy

When are assertive ads best suited?

Newer or less well-known products

Types of advertising appeals

- Fear

- Humor

- Sex

- Music

- Rationality

- Emotions

- Scarcity

The type of advertising appeal that is chosen is based on what?

- A review of the creative brief

- The objective of the campaign

- The means-end chain to be conveyed

- The message strategy

Factors that are considered by advertisers are what?

- The product being sold

- The target market of the campaign

- The personal preferences of the advertising agency and client

Elements of using fear appeal

- Common

- Increases interest and persuasiveness, and is remembered

- Used to sell numerous products

- Used more often that casual observers realize (ie. mouthwash and deodorant ads)

- Used because they work

What happens if the fear appeal strength in an ad is low?

May not be noticed

What happens if the fear appeal strength in an ad is high?

May backfire when message generates feelings of anxiety

Elements of using humor appeal

- Excellent for getting and keeping attention

- Used in 30% of TV and radio ads

- Causes consumers to watch, laugh, and remember

- Tend to be favorited by consumers

- Should be related directly to customer benefit

Advantages of using humor appeal

- Piques interest

- Increases recall and comprehension

- Elevates mood

Disadvantages of using humor appeal

- Offensive

- Overpower message

Is Humor one of the best techniques for cutting through clutter?

Yes

What does a good humor appeal ad do?

Ties together the product features, the advantage to customers, and the personal values of the means-end chain

Elements of sex appeals

- Break through clutter

- Use has increased

- Effectiveness has declined

- Advertisers shifting to more subtle content

Sexuality approaches used in advertising

- Subliminal techniques

- Sensuality

- Sexual suggestiveness

- Nudity or partial nudity

- Overt sexuality

Subliminal Approach (from sexuality approaches in advertising)

Places cues or icons in ads; not effective

Sensuality (from sexuality approaches in advertising)

Women respond more favorably to this; more sophisticated and relies on imagination

Sexual Suggestiveness (from sexuality approaches in advertising)

Hints about sex; sexual theme

Factors to consider before using decorative models

- Improves ad recognition, not brand recognition

- Influences emotional and objective evaluations

- Produces higher purchase intentions when the product is sexually relevant

- Attractive models produce a higher level of attention than less attractive models

What are the criticisms of sex appeals?

- Can create dissatisfaction with one's body

- It objectifies women

Elements of Music Appeals

- Better recall

- Stored in long-term memory

- Intrusive

- Easily linked to emotions, memories, and other experiences

- Gains attention and increases the retention of visual information

- Rate higher in persuasiveness for an advertisement than ads without it

- Can lead to better recall of an ad's visual and emotional aspects

Rational Appeals

- Based on hierarchy of effects model

- Active processing of information

- Tends to be effective is audience is "highly involved" in product

- Provides additional linkage to current cognitive map

- Leads to a stronger conviction about a product's benefits, so that the purchase is eventually made

What type of media are well suited for rational appeals?

- Print media

- Internet

TV and radio are too short - more difficult

Emotional Appeals

- Creatives believe it to be the key to developing brand loyalty

- Works well when tied with other appeals

- B2B advertisements are using it more

What type of media are well suited for emotional appeals?

- TV

- Internet

What are reasons for using emotional appeals?

Can capture attention and foster an attachment, especially when:

- Consumers ignore most ads

- Rational ads generally go unnoticed

Scarcity Appeals

- Based on limited supply

- Based on limited time to purchase

- Value of product increases

- Often tied with promotion tools (such as contests, sweepstakes, and coupons)

- Encourages customers to take action

What are examples of scarcity appeals?

Girl Scout cookies, McDonalds McRib, products sold on Amazon Prime Day or Black Friday

Types of executional frameworks

- Animation

- Slice-of-life

- Storytelling

- Testimonial

- Authoritative

- Demonstration

- Fantasy

- Informative

Animation (type of executional framework)

- Use has increased due to computer graphics technology

- Reduced costs expected in the future

- Used in TV spots, movie trailers, and internet ads

- Not only for children; more B2B usage

Rotoscoping

Process of digitally painting or sketching figures into live sequences which makes it possible to present live actors and animated characters in the same frame

Slice-of-Life (type of executional framework)

Advertisers attempt to provide solutions to the everyday problems consumers or businesses face

- Used heavily in B2B ads

What types of media are suited for Slice-of-Life executional frameworks?

Possible in most media, including magazines, billboards

Components of a Slice-of-Life execution

Encounter -> Problem -> Interaction -> Solution

Storytelling (type of executional framework)

Resembles a 30 sec movie with a plot suggesting the brand is more at the periphery rather than at the center of the ad

- Allows the viewer to draw their own conclusions about the product

Testimonials (type of executional framework)

Customer is stating positive experience about a product

- Can enhance company credibility

- Source is important

- Can stimulate word-of-mouth recommendation

Authoritative (type of executional framework)

Expert (ex. dentist, physician, etc.) describes product advantages compared to other brands

What types of media are suited for Authoritative executional frameworks?

- Specialty print media

- Specialty magazines

- Specific websites

Demonstration (type of executional framework)

Shows product being used (ex. cooking shows)

- Effective way to communicate the attributes of a product to viewers

- Used in B2B

What types of media are suited for Demonstration executional frameworks?

- TV

- Internet (infomercials)

Fantasy (type of executional framework)

Goes beyond reality

What are common themes in fantasy?

Sex, love, romance

What industry uses Fantasy executions most?

Perfume/Cologe

True or False: Fantasy executions are commonly used in B2B markets.

False

Why are fantasy executions not used much in B2B markets?

May not be take seriously

Informative (type of executional framework)

- Presented in a straightforward manner

- Placement is vital

- Used in B2B

- High level of involvement needed

- Timing is important (gym membership drives around the new year)

What types of media are often used for Informative executions?

- Radio

- Verbal communication

Types of sources and spokespersons

- Celebrities

- CEOs

- Experts

- Typical persons

When creating a commercial or ad, what is the final issue the creative, company, and account executive face?

Choosing the source or spokesperson

Celebrity Spokespersons

- Most common of the four types, but is on the decline

- Featured in 6% of ads

- Enhance brand equity

- Create emotional bonds

- More effective with younger consumers

- Help establish brand personality

What is the objective of celebrity spokespersons?

Transferring the existing bond between celerity and audience to the product being endorsed

The three variations of celebrity endorsements

- Celebrity voice-overs

- Dead person endorsements

- Social Media endorsements

Celebrity Voice-Over Elements (type of celebrity endorsement variation)

- Quality voice

- Voice recognition

- Can be distraction (-)

Dead-Person Endorsement Elements (type of celebrity endorsement variation)

- Somewhat controversial

- Becoming more common

Social Media Endorsement Elements (type of celebrity endorsement variation)

- Posted through tweets, comments, etc.