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Advertising Design: Message
Strategies and Executional Frameworks
Chapter 7
Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 7-1
Chapter Objectives1. 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?
Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 7-2
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
Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 7-3
Chapter Overview
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• Message strategies• Executional frameworks• Spokespersons and endorsers• Principles of effective
advertising
7-4
Message Strategies
• Cognitive
• Affective
• Conative
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CognitiveMessage Strategies
• Generic• Preemptive• Unique selling
proposition• Hyperbole• Comparative
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AffectiveMessage Strategies
• Resonance
• Emotional
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ConativeMessage Strategies
• Action-inducing
• Promotional support
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• Awareness• Knowledge• Liking• Preference• Conviction• Purchase
MessageStrategies
Hierarchy of Effects Model
• Cognitive
• Affective
• Conative
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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• Similarity• Expertise• Likeability
Credibility
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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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