ADVERTISING DESIGNING &

MESSAGE STRATEGIES
Overview

 Message designing is not performed in isolation

 Client + Agency
 Designing is done based on the creative brief
 Media too is taken to consideration
 Theoretical approach of the advertising designing
 Hierarchy of effect model
 Means & End theory
 Visual & Verbal imaging
 Advertising appeals
Hierarchy of effect model

Awareness  Steps are sequential

Knowledge  Consumer spends some time in the each

stage before move to the next stage
Liking

 Support clarifying the objectives of

Preference individual adds & advertising campaigns

Conviction
 Support understanding how the
consumer reach the final purchasing
Purchase decision
Hierarchy of effect model & attitude

Cognitive Affective Conative

Mental image,
Feeling or emotion
understanding, &
towards an object or Experience or action
interpretation of an
an idea
object or an idea

Awareness Liking Conviction

Knowledge Preference Purchase
Means end theory

 Suggest advertisement should have a message or mean which help

to reach desired status
 End status
 Comfortable life / Equality
 Excitement / Freedom
 Happiness / Inner Peace
 Pleasure / Self fulfillment
 Purpose is to convince the viewer that using the product will drive
to reach end status
 Means end theory is the basis of model called Means – End
conceptualization of component of advertising
Means – End conceptualization of component
of advertising
 The product attributes
 The specific benefits that consumer can derive
 These benefits can lead to attain the personal values
 Consumer benefits
 Leverage points
 Both Hierarchy of effect model and the Means – End chain approach lead to
leverage point
 A leverage point is designed move the consumer from understanding
consumer benefits with personal values
 Personal values
 The executional frame work
Verbal & Visual Images

 Degree of emphasis given to visual part of the add against the verbal part of the
add.
 Most major forms of advertising have both visual & verbal or written elements.
 Visual add place a great emphasis on the pictures
 Verbal or written add places a great emphasis on copy
 Visual images often lead to more favorable attitude towards both the
advertisement & the brand.
 Visuals also much remembered than the verbal copy
 Visuals stored in the mind of consumer & easily recall
 Visual images can range from concrete & realistic o highly abstract.
 Radio advertisements often seek to create visual images for the audience.
 Visual imagery is especially important in international marketing.
 Global advertising agencies create Visual Esperanto which is a universal language that makes
global advertising is possible any good or services.
Type of Advertising Appeals

 Fear
 Humor
 Sex
 More often used to break
through the clutter
 Attention is greater from
the opposite sex, but
brand recall is lower
 There can be a
international implications
 Type of Advertising Appeals

 Music
 Important advertising ingredient
 Helps to capture the listeners attention
 Can easily link to emotions
 Should answer (What role will music play in the
add?, Will a familiar song be used or will something
original to be created?, What emotions pitch should
the music reach?, How does the music fit with the
message of the add?)
 Rationality
 Hierarchy of effects stages
 Consumers actively process the information
 Complex product & B2B advertisements
 Emotions
 Consumers ignore most adds & rational appeal
generally go unnoticed but emotional appeals can
capture the attention & foster an attachment
 Scarcity
 Consumers are urged to buy due to limitations
The Structure of an Advertisement

 Generally there are five elements that an advertisement

contains
 The promise or benefit (The headline)
 Print advertisement headline is crucial
 The spelling out of the promise (A sub headline)
 Spell out of the benefit
 Can skip when powerful headlines are available
 Amplification
 The major selling ideas or the unique selling proposition
 Proof of the claim
 Seals of approval
 Warranties / Money back
 Action to take
Message Strategies

 Message theme is the outline of key ideas in an advertisement

 Message theme is a central part of the creative brief
 Message theme can be created using message strategies
 There are three broader categories of message strategies
 Cognitive strategies
 Affective strategies
 Conative strategies
Cognitive Strategies

 Presentation of rational argument or pieces of information to

consumers
 The advertisement’s key message is about the product attributes
or the benefits
 Goal of cognitive strategy is to have an impact on person’s belief
or on knowledge
 Knowledge or beliefs can be impacted by suggesting potential
product benefit (Viva an energy drink)
 There are five major forms of cognitive strategies
 Generic message
 Preemptive message
 Unique selling proposition
 Hyperbole
 Comparative advertisement
Cognitive Strategies

 Generic Message
 Direct promotion of product attributes
 No claim of product superiority
 Good for brand leaders or dominant company in the industry
 Preemptive Message
 Claim superiority based on product specific attributes or benefits
 Objective is to prevent competitors making the similar claim
 Unique Selling Proposition
 Explicit or testable claim of unique superiority that can be supported to substantiate.
 Hyperbole
 Makes an un testable claim upon some attributes or benefits
 Comparative Advertisement
 Directly on indirectly compares good or services to the competition
Affective Strategies

 Ivoke feelings or emotions

 Such adds are prepared enhance the likability, recall of the appeal
or comprehension of the advertisement
 Elicit emotions driving consumer actions
 Common in developing a brand strong brand names
 Affective strategies fall in to two categories
 Resonance advertising
 Connect consumer’s experience to develop stronger ties between the the
product & the consumers
 i.e – Elephant House Mihi Mathakayan campaign
 Emotional advertising
 Attempt to elicit powerful emotions that eventually lead product recall (trust,
friendship, happiness, etc)
 Emotional appeal are used in both B2C & B2B advertising
Conative Strategies

 Develop to gain some kind of consumer response

 Can be used to support other promotional effort
 Goal is to elicit behaviour
 Action inducing conative advertisements
 Cognitive knowledge or the Affective liking come later (After the actual
purchase)
 Merchandizing effect
 Promotional support conative advertisements
 Used to support other promotional effort
Executional Frameworks

 Executional framework is the manner in which advertising appeal is

presented
 Each appeal can be matched with appropriate executional
framework
 Animations – Sophisticated computer graphic systems / Animation characters can be human, animal, etc
 Slice of life – Advertiser tries to provide solutions to the everyday life
 Dramatizations – Similar to the slice of life but first show the problem & then the solution
 Testimonials – Customer presented his or her positive experience / Widely used in B2B
 Authoritative – Give a message to the consumer that product is superior to others in the category
 Demonstration – Effective way to communicate features / attributes
 Fantasy – Expect to lift the audience beyond the real world
 Informative – A common advertising executional framework / present more information
Source & Spoke person

 Select source & spokes person is a challenging task

 Source or the spokes person should be matched with the IMC
objectives
 There are four type of sources are available
 Celebrities
 CEOs
 Experts
 Typical person
Source Characteristics

 Source selection considers the credibility of the source or the person

 Credibility is derived from the
 Attractiveness
 Trustworthiness
 Similarity
 Expertise
 Likeability
Creating an Advertisement

Message Creative Brief Executional

Strategy Framework

Cognitive Animation
Affective Slice of life
Conative Dramatization
Testimonials
Authoritative
Means-End Demonstration
Chain Fantasy
Appeal Informative

Fear
Humor
Sex Spokesperson
Music
Rationality
Emotions Leverage Point
Scarcity
Advertising Effectiveness

 Visual Consistency
 Campaign duration
 Repeated tagline
 Consistent positioning – avoid ambiguity
 Simplicity
 Identifiable selling point
 Create an effective flow
Beating add clutter

 Overcoming clutter is the main challenge

 Presence the add at the similar time slot of competitor creates the
clutter worst
 How to beat the clutter
 Repetition
 Variable theory – Theory suggest that variable encoding ocuurs when
consumers sees the add
 Using couple of media