Advertising Design:

Message Strategies and Executional Frameworks

Chapter 8 with Duane Weaver

OUTLINE
• MESSAGE STRATEGIES
• EXECUTIONAL FRAMEWORKS
• SOURCES and
SPOKESPERSONS
• CREATING ADS
• AD EFFECTIVENESS
 MESSAGE STRATEGIES
Cognitive
Presentation of rational arguments or pieces of information to consumers
1. Generic – direct promo of product or service without claims of superiority
2. Pre-emptive – claims of superiority based on specific attribute or benefit
3. Unique Selling Proposition – explicit testable claim of superiority or uniqueness
4. Comparative – direct or indirect comparison of good or service to competitor.
Affective
invoke feelings and emotions and match them with the product, service, or company
1. Resonance – connects products with consumer’s experience to build stronger ties between
product and consumer.
2. Emotional – elicits powerful emotions that lead to product recall and choice
Conative
Designed to lead more directly to some type of consumer behaviour.
1. Action-inducing – cognitive evaluation through use after sale (impulse purchase displays-
buy now be happy later)
2. Promotional support – designed to support other promotions (gets consumer to take
supportive action to other promotion – sweepstake or store visit)
Brand
Builds or enhances brand or corporate name (vs. consumer action)
1. Brand user – types of individuals that use brand (celebrity?)
2. Brand image – develop brand personality (limited copy and generic presenters)
3. Brand usage – Stress different uses for a Brand (showing brand advantage and versatility)
4. Corporate Ads – Promotes corporate name and image rather than the Brand name.
 EXECUTIONAL FRAMEWORKS
The manner in which an ad appeal is presented.
• Appeals:
1. Fear
2. Humour
3. Sex
4. Music
5. Rationality
6. Emotions
7. Scarcity

• Animation
• Dramatization
• Testimonials
• Authoritative
• Demonstration
• Fantasy
• Informative
SOURCES and SPOKESPERSONS
• Who will represent…
– Celebrities
(Tiger Woods, Gretzky, Celine Dionne)
– CEOs
(Remington – I bought the co.)
– Experts
(Surgeon General)
– Typical persons
(Joe Canadian, eh!)
CREATING ADS
AD EFFECTIVENESS
7 Basic Principles:
1. Visual Consistency
2. Campaign Duration
3. Repeated Tag Lines
4. Consistent Positioning
5. Simplicity (e.g. Internet load time)
6. Identifiable Selling Point (one point easily
identifiable)

And…Beating Ad clutter
standing out in a crowd - e.g. variability
theory
THANK YOU!