MODULE #3 Advertising

UNIT 1: INTRODUCTION TO THE

FIELD OF ADVERTISING

▸ Module 3
▸ ADVERTISING DESIGN:
MESSAGE STRATEGIES
AND EXECUTIONAL
FRAMEWORK
Module Introduction
The central idea or message which is reflected in all the
advertisements in an ad campaign of a product is termed
as advertising theme. The objective of an advertising
theme is to position the product firmly into the minds of
target customers. Hence, a series of ads are created
under an ad campaign having same theme so that
customers receive the same message in several ways
and record the same thing in their mind. This has
proved to be more effective in creating impact than
showing individual ads of the same product but with
different themes.
Module Objectives
▸ At the end of this module, students should be
able to:
▸ 1. Understand the different types of
advertising themes.
▸ 2. Identify the message strategies use in
advertising.
▸ 3. Discuss the executional framework in
message theme preparation.
The message theme
▸ The message theme outlines the key idea in an
advertising campaign and becomes the
▸ central part of the creative brief. The message theme
helps the advertising team derive a
▸ message strategy— the primary tactic or approach used
to deliver the message theme. The
▸ three broad categories of message strategies include
cognitive, affective, and conative
▸ approaches.
Message Strategies
• Cognitive
○ Generic
○ unique selling proposition
○ Hyperbole
○ Comparative
• Affective
○ Resonance
○ Emotional
• Conative
A cognitive message strategy
▸ A cognitive message strategy presents rational
arguments or pieces of information to consumers. The
ideas require cognitive processing. The advertising
message describes the product’s attributes or the benefits
customers can obtain by purchasing the product.
▸ A cognitive message strategy advertisement influences
the person’s beliefs and/or knowledge structure by
suggesting one of a variety of potential product benefits.
Foods may be described as healthy, pleasant tasting, or
low calorie. Marketers can depict a tool as durable,
convenient, or handy to use
The five major forms of cognitive strategies
are

▸ generic messages,
▸ preemptive messages,
▸ unique selling propositions,
▸ hyperbole,
▸ and comparative advertisements
Cognitive strategy.......

Generic Message
. An advertisement that directly promotes
the product’s attributes or benefits without
any claim of superiority transmits a
generic message, which works best for a
brand leader or one that dominates an
industry.
Cognitive strategy.......

Preemptive Messages.
▸  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
is a
▸ preemptive message.
Cognitive strategy.......
Unique Selling Proposition.
▸ An explicit, testable claim of
uniqueness or superiority that
can be supported or
substantiated in some manner
is a unique selling proposition.
Cognitive strategy.......
Hyperbole.
An untestable claim based on some
attribute or benefit is hyperbole.
Depicting people, products, and objects in
ways. thatfar exceed their capability is a
common strategy used togain attention,
inject humor, and. emphasize product
attributes.
Cognitive strategy.......
Comparative Advertising
The final cognitive message strategy, a
comparative advertisement, allows an
advertiser to directly or indirectly compare a
product to the competition based on some
attribute or benefit. The advertisement may
mention the competitor by name or present a
make-believe competitor with a name such as
“Brand X.”
AFFECTIVE MESSAGE STRATEGIES
▸ Advertisements trying to evoke feelings or
emotions and match those feelings with the
good, service, or company feature affective
message strategies. These messages attempt to
enhance the likeability of the product, recall of
the appeal, or comprehension of the
advertisement. Affective strategies should elicit
emotions that lead the consumer to act,
preferably by buying the product and
subsequently by affecting the consumer’s
reasoning process.
AFFECTIVE MESSAGE STRATEGIES
Resonance.
Connecting a brand with a consumer’s
experiences in order to develop stronger
ties between the product and the consumer
is affective resonance advertising. .
Any strongly held memory or emotional
attachment becomes a candidate for
resonance advertising.
AFFECTIVE MESSAGE STRATEGIES
Emotional

An emotional affective approach attempts to

elicit powerful feelings that help lead to
product recall and choice. Many emotions
can be connected to products, including
trust, reliability, friendship, happiness,
security, glamour, luxury, serenity, pleasure,
romance, and passion.
CONATIVE MESSAGE STRATEGIES

Conative message strategies seek to lead

directly to consumer responses. They can
support other promotional efforts, such as
coupon redemption programs, cashback
rebates, or encourage consumers to access a
website..
EXECUTIONAL FRAMEWORK

An executional framework or execution

signifies the manner in which an ad
appeal will be presented and a message
strategy conveyed. Each will be matched
with the type of appeal and message
strategy as part of the overall advertising
design
Executional Frameworks includes:

Animation • Authoritative •
Slice-of-life • Demonstration •
Storytelling • Fantasy •
Testimonial • Informative
Animation Executions

Animation has become an increasingly

popular executional framework, and its
use has risen dramatically.
Slice -of - life execution.
In slice-of-life commercials, advertisers provide
solutions to the everyday problems consumers or
businesses face.
The most common slice-of-life format contains
four components:
encounter,
problem,
interaction,
and solution
Story Telling Execution.

▸ Storytelling execution 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.
Authoritative Execution

▸ Advertisers use the authoritative

execution to convince viewers of a
brand’s superiority. Expert authority
constitutes one form. The ads employ
a physician, dentist, engineer, or
chemist, who describes the particular
brand’s advantages compared to
other brands.
Demonstration Execution.
▸ A demonstration execution displays how a
product works. It provides an effective way to
communicate the product’s benefits to viewers. .
Consumers were shown how to use the product
while at the same time hearing about its
advantages. Business-to-business ads often
present demonstrations. .
Fantasy Execution

Fantasy executions lift the audience

beyond the real world to a
makebelieve experience. Some are
realistic. Others might be completely
irrational.
Informative Execution

Informative advertisements speak to the audience

in a straightforward manner. Agencies prepare them
extensively for radio commercials, where only verbal
communication takes place. Informative ads are less
common in television and print, because consumers
tend to ignore them.
Ex.
▸ 2. An advertisement will have a message strategy. This is the primary tactic or approach that is designed
to deliver a message to the audience. Some advertisements may have more than one tactic or approach or
may be a blend of two or more. Tactics and approach depend on the complexity of the message and the
audience to whom it is directed. Find at least two examples of each of the following tactics in print media
and explain your interpretation of the tactic.
▸ a. Generic
▸ b. Pre-emptive
▸ c. USP
▸ d. Hyperbole