Advertising Design:

Message Strategies and

Executional Frameworks

Chapter 7

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 Chapter Objectives
1. How do cognitive, affective, and conative
message strategies differ?
2. How do message strategies affect the
development of leverage points and
executional frameworks?
3. What is an executional framework?
4. How many executional frameworks are
there, and what are their names?
5. What characteristics are most important
when selecting a source or spokesperson?
6. What are the principles of effective
advertising design?

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 Dove’s Social and Fashion
Advertising

• 2007 – “Onslaught”
 Social pressures of young girls
 Does not mention Dove in ad
• Age compression marketing
• Body image issues
• “Campaign for Real Beauty” – Dove Web site
• Unilever Axe – sexually-oriented advertising

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 Chapter Overview

• Message strategies
• Executional frameworks
• Spokespersons and endorsers
• Principles of effective advertising

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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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 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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Spokespersons

• Celebrities
• CEOs
• Experts
• Typical persons

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Source Characteristics

• Attractiveness
• Trustworthiness
Credibility • Similarity
• Expertise
• Likeability

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 Principles
Effective Advertising

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

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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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