The document discusses strategies for designing effective messages, including cognitive, affective, and conative strategies. Cognitive strategies present rational arguments or information about product attributes. Major cognitive strategies include generic messages, preemptive messages, unique selling propositions, hyperbole, and comparative advertisements. Affective strategies aim to elicit emotions to associate with a product. Conative strategies directly encourage consumer responses. The document also covers executional frameworks like animation, slice-of-life, dramatization, testimonials, and demonstration. Selecting the right spokesperson like a celebrity, CEO, or expert is important to matching their characteristics to the product. Creating effective advertising requires consistency, simplicity, identifiable selling points, and repetition to break through clutter.
2. Introduction
Designing messages that effectively
reaches the target audience.
Designed to change or shape attitudes.
Must be remembered.
Should lead to some kind of short or
long term action.
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4. Cognitive Strategies
Presentation of rational arguments or pieces of
information to consumers.
The advertiser’s key message is about the product’s
attributes or benefits.
5 major forms of cognitive strategies:
Generic messages
Preemptive messages
Unique Selling Proposition
Hyperbole
Comparative Advertisements
5. Cognitive Strategies
Generic Messages –
Direct promotions of product attributes or benefits
without any claim of superiority.
Work best for the brand leaders
Example: Campbell’s Soup – Soup is good food
Preemptive Messages –
Claim superiority based on a product’s specific attribute
or benefit.
Idea is to present the competition from making thee
same or a similar statement.
Example: Crest – the cavity fighter
6. Cognitive Strategies
USP –
A clear, testable claim of uniqueness or
superiority that can be supported or verified.
Example: Dove – 25% moisturizer.
7. Cognitive Strategies
Hyperbole –
This makes an untestable claim based upon some
attribute or benefits.
Eg. NTV is promoting ‘Bangladeshi’s favorite color
GREEN’
Comparative Advertisement –
When an advertiser directly or indirectly compares a
good or service to the competition.
8.
9. Remember
All five of these cognitive message strategies
are based on some type of rational logic
Ensure consumer pay attention and take time to
cognitively process the information
Informing people about the product
10. Affective Strategies
Feelings or emotions and match those feelings
with the good, service, or company.
Prepared to enhance the likeability of the product
Recall of the appeal
Affective strategies are a common approach to
developing a strong brand name.
12. Affective Strategies
Resonance Advertising
Connect product with a consumer’s experience to
stronger ties between the product and the consumer
Emotional Advertising
Elicit powerful emotions that eventually lead to product
recall and choice
Many emotions can be connected to products,
including trust, reliability, friendship, happiness,
security, romance, passion etc.
13. Remember about Affective
Strategies
Good for developing a strong brand name
Do not make decision based solely on rational
thought process
Emotions and feelings also affect decisions
14. Conative Strategies
Designed to lead more directly to some type of
consumer response.
Can be used to support other promotional efforts,
such as coupon redemption programs, in-store offers
like buy-one-get-one-free.
The 2 main forms are:
Action inducing (suggesting)
Promotional support
15.
16. Hierarchy of Effects Model
Message
Strategies
Hierarchy of
Effects Model
Advertising
Components
Headline
Sub-headline
Amplification
Proof of the claim
Action to take
18. Executional Framework
An executional framework is the manner in which an
ad appeal is presented.
It is chosen after an advertising appeal has been
selected
Animation
Slice-of-life
Dramatization
Testimonial
Authoritative
Demonstration
Fantasy
Informative
19. Animation
Has seen a lot of
development in recent
years.
Rotoscoping
Clay animation
20. Slice-of-Life
Here, advertisers try to provide solutions to the
everyday problems customers and businesses
face.
P&G came up with the format back in the 1950s.
A common slice-of-life format has 4 stages:
Encounter
Problem
Interaction
Solution
( Banglalink add – dinbodol)
21.
22. Dramatization
It is similar to the slice-of-life framework.
However, the intensity of the situation is
heightened in this framework.
Make it Big
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25. Testimonials
Especially successful in the B2B and services
marketing sectors.
Customer is presented in an ad talking about a
positive experience with a product.
It is an effective method for promoting services.
Testimonials enhance company credibility. In such
ads, it is the everyday people, often actual customers
are the main characters – they are found to be more
credible than endorsers and famous individuals.
Example: BTI – our clients speak for us campaign
26. Authoritative
The advertiser tries to convince viewers
that a given product is superior to other
brands.
Expert authority – dentists, physician,
engineer, or chemist talks about the
brand’s advantages compared to other
brands.
Example: Colgate
May include scientific or survey evidence.
27. Demonstration
It shows how a product works.
Effective way to communicate the
attributes of a product to viewers.
Well-suited to television and internet
flash
It is difficult to portray it in other media
like print.
Demonstrations have been found to be
effective for B2B marketing
28.
29. Fantasy
Such executions are designed to
lift the audience beyond the real
world to a make-believe
experience.
Most common fantasy themes still
involve sex, love and romance.
Fantasy is widely used for
fragrances and other fashion
items.
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34. Informative
Here, information is presented to the audience in a
straightforward manner.
Seen commonly in RDCs, rather than in TVC or print
– where consumers tend to ignore them.
Consumers who are highly involved in a particular
product category pay attention to such ads.
Such ads thus tend to work best for high-involvement
situations.
36. Sources and Spokespersons
Selecting the right source and spokesperson to
use in an advertisement is a critical decision.
4 types of sources are available to advertisers:
Celebrities – Nokia with Tamim Iqbal
CEOs
Experts – Sunsilk/Persona with Habib, doctors for
colgate
Typical persons
38. Matching Source Types and
Characteristics
Amitabh Bachchan
Sachin Tendulkar
If there is a match between the product and
celebrity, the virtue of such an endorsement
increases.
Problems
Brand ambassadors bringing disgrace to the brand
Celebrities endorsing too many products – they lose
credibility
People know that the celebrities are paid – they lose
credibility
40. Effective Advertising – Key
Points
An effective ad requires the joint efforts of
the account exec, creative, media planner,
and media buyer.
If the ad can break through the clutter –
half the battle is won.
41. Key points to keep in mind are:
Visual consistency
Campaign duration
Repeated taglines
Consistent positioning – avoid ambiguity
(doubt)
Simplicity
Identifiable selling point
Create an effective flow
42. Beating Ad Clutter
Repetition – it can lead to better
brand and ad recall.
Variability theory
Suggests that variable encoding
occurs when a consumers sees the
same advertisement in different
environments. These varied
environments increase an ad’s recall
and effectiveness by encoding it into
the brain through various methods.
Creatives can generate the effect by
varying the situational context of a
particular ad.
Example: Mastercard ads or Zoo Zoo