Lecture 10 - Advertising design

Question 1

Message Strategies (DEF)

Answer 1

The message strategy is the primary tactic or approach used to deliver the message theme

Question 2

Cognitive Message Strategies

Answer 2

Present rational arguments or pieces of information that require cognitive processing. These messages describe the products attributes, or the benefits customers obtain by purchasing the product.

Question 3

5 types of cognitive message strategies

Answer 3

Generic
Preemptive
Unique selling proposition
Hyperbole
Comparative

Question 4

Generic strategy

Answer 4

Advertisements that directly promote the product’s attributes or benefits without any claim of superiority

This type of messaging is best for the category leader, and is often used when the brand is synonymous (Kleenex) with the category

Question 5

Preemptive strategy

Answer 5

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.  Buckley’s

Question 6

Unique selling proposition strategy

Answer 6

Unique Selling Point (USP) are an explicit, testable claim of uniqueness or superiority that can be supported or substantiated in some manner “more convenient”, “cheepsest”, “uses cognitive behavioral therapy”, “the only X that uses Y

Question 7

Hyperbole strategy

Answer 7

An untestable claim based on some attribute or benefit. “Finest”, “Best”, Greatest”, “America’s favorite”  World’s strongest coffee

Question 8

Comparative strategy

Answer 8

When an advertiser directly or indirectly compares a product to the competition based on some attribute or benefit

The advertiser may mention the competitor by name or just refer to the uniqueness of what they’re offering compared to those competitors.

These ads must be presented in a way that are believable and that don’t lead to negative consumer attitudes.

Question 9

Affective Message Strategies (DEF)

Answer 9

Advertisements that evoke feelings or emotions and match those feelings with the good, service, or company.

These messages attempt to enhance the likeability of the product, recall of the appeal, or comprehension of the advertisement.

They should elicit emotions that lead the consumers to act, preferably by buying the product and subsequently by affecting the consumer’s reasoning process.

Question 10

2 types of affective message strategies

Answer 10

Resonance
Emotional

Question 11

Resonance affective strategy

Answer 11

Connecting a brand with a consumer’s experiences in order to develop stronger ties between the product and the consumer

Things that can connect a consumer to an advertisement include the music, time period, visual style, spokespeople / characters, themes, or storytelling

Question 12

Emotional affective strategy

Answer 12

Attempt to elicit powerful feelings that enhance product recall and choice.
Many emotions connect to products, including trust, reliability, friendship, happiness, security, glamour, luxury, serenity, pleasure, romance, and passion
For some products, affective advertisements succeed because few real tangible differences among brands actually exist.

Question 13

Conative message strategies (DEF)

Answer 13

Conative strategies seek to lead directly to consumer responses. They often support other promotional efforts, such as coupon redemption programs and cash-back rebates, or encourage customers to visit the website.

Conative ads typically encourage quick action with cognitive and affective attachment (or knowledge) coming after

Question 14

Types of advertising appeals

Answer 14

• Fear
• Humour
• Sex
• Music
• Rationality
• Emotions
• Scarcity

Question 15

Rationality

Answer 15

DEF: Rationality appeals follow the hierarchy of effects stages of:
* Awareness
* Knowledge
* Liking
* Preference
* Conviction
* Purchase

This tactic requires consumers to actively process data in judgment, comparison, and ultimate choice

Question 16

Scarcity

Answer 16

Scarcity appeals urge consumers to buy a product because of a limitation; this can include the time available to buy, limitations in supply, or upcoming price changes (limited time discounts)

Question 17

Fear

Answer 17

Fear appeals must consider:
* Severity
* Vulnerability
* Intrinsic / Extrinsic Costs
* Response Costs
* Response Efficacy

Question 18

Humor

Answer 18

Humorous ads make up about 30% of television and radio ads
Humorous ads:
* Capture attention.
* Hold attention.
* Often win creative awards (increased awareness)
* Have high recall scores.
* Are enjoyed by consumers.
* Can transfer positive affect (emotion) to the brand.

Question 19

Music

Answer 19

Music can help to convey or fortify a brand’s message

Question 20

Emotions

Answer 20

Emotional appeals are based on three ideas:
* Consumes ignore most advertisements
* Rational appeals go unnoticed except for customers who are in the market
* Emotional advertising often captures a viewer’s attention and creates an emotional attachment between the consumer and the brand

Question 21

Executional Frameworks

Answer 21

An executional framework signifies the manner in which an ad appeal will be presented and a message strategy conveyed:

Question 22

8 types of executional frameworks

Answer 22

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

Question 23

Animation framework

Answer 23

Animation involves the use of animation to create images and to convey ideas that can be difficult for live-action or or traditional types of advertising

Question 24

Slice-of-life framework

Answer 24

In slice of life commercials, advertisers provide solutions to everyday problems (Encounter  Problem  Interaction  Solution)

Question 25

Storytelling framework

Answer 25

Storytelling does not include an encounter where a brand solves a problem faced by a consumer or business, instead it 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

Question 26

Testimonials framework

Answer 26

Testimonials involve real customers provide positive feedback toward the brand or product

Endorsers and famous individuals do not always have high levels of credibility, because customers know that they are being paid for their endorsement

Question 27

Demonstration framework

Answer 27

Demonstration execution displays how a product works. It provides an effective method for communicating the product’s benefits to viewers.

Question 28

Fantasy framework

Answer 28

Fantasy executions life the audience beyond the real world to a make-believe experience. While some can be realistic, others can be completely irrational.

Viewers often recall the most irrational and illogical ads.

Common fantasy advertisements include achievement, romance, and personal success

Question 29

Informative framework

Answer 29

Informative advertisements speak to the audience in a straightforward manner. Agencies prepare them extensively for radio commercial, podcast ads, online reviews, and other informational forums

*Can all be used in combination with advertising appeals

Question 30

Sources and spokespeople (DEF)

Answer 30

Who will deliver the brands message is a key question when delivering this type of advertising message

Question 31

Spokespeople are typically:

Answer 31

• Celebrities
• CEOs (or other top management)
• Experts
• Typical Persons / Users