Advertising Design:

Message Strategies and

Executional Frameworks

Chapter 7
 Chapter Objectives
1. Develop awareness of message
strategies.
2. Study the roles message strategies
play in ad design.
3. Apply executional frameworks to the
right ad design.
4. Learn the value of an effective
spokesperson.
5. Utilize the principles of effective
advertising to reach target audiences.

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 AFLAC Duck

• Typical insurance ads

• 1999 – AFLAC Duck
• Target market – small businesses
• Sales up 27%
• Duck merchandise

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Message Strategies

• Cognitive

• Affective

• Conative

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 Cognitive
Message Strategies
• Generic
• Preemptive
• Unique selling proposition
• Hyperbole
• Comparative

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 Affective
Message Strategies
• Resonance

• Emotional

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 Conative
Message Strategies
• Action-inducing

• Promotional support

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Corporate Advertising
• Promotes corporate name and image.

• Often uses an affective message

strategy

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 Message Hierarchy of
Strategies Effects Model

• Awareness
• Cognitive
• Knowledge
• Liking
• Affective
• Preference
• Conviction
• Conative
• Purchase

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Executional Frameworks

• Animation
• Slice of life
• Dramatization
• Testimonial
• Authoritative
• Demonstration
• Fantasy
• Informative

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 Animation
• Originally used by firms with
small advertising budgets.
• Increased use due to advances in
computer technology.
• Rotoscoping
• Clay animation

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Slice of Life
(Dramatization)

• Encounter
• Problem
• Interaction
• Solution

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 Testimonials
• Business-to-business ads
• Service sector
• Enhance credibility
• Source
 Customers
 Paid actors

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 Authoritative
• Expert authority
• Scientific or survey authority
• Independent evidence
• Business-to-business ads
• Cognitive processing
• Specialty print media

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 Demonstration
• Shows product being used
• Business-to-business sector
• Television and the Internet

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 Fantasy
• Beyond reality
• Common themes
 Sex
 Love
 Romance
• Products such as perfume/cologne

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 Informative
• Used extensively in radio
• Business-to-business usage
• Key is buying situation
• Level of involvement

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Changing World of Creative

• Beyond Madison Avenue

• Emphasis on market research
• Creatives  Director
• Goals for creatives
 Keep work original
 Take risks

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 Spokespersons

• Celebrities
• CEOs
• Experts
• Typical persons

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Source Characteristics

• Attractiveness
• Trustworthiness
Credibility • Expertise
• Likeability

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 Principles
Effective Advertising

• Visual consistency
• Campaign duration
• Repeated tag lines
• Consistent positioning
• Simplicity
• Identifiable selling point

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 Beating Ad Clutter
• Presence of competitive ads
• Repetition
• Variability theory
• Multiple mediums
• Ads that gain attention
• Ads that relate to the target audience

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