Advertising Strategies StFX Faculty and Staff Home Pages广告的策略stfx教职员工的主页.pptVIP

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Advertising Strategies StFX Faculty and Staff Home Pages广告的策略stfx教职员工的主页.ppt

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Advertising Strategies StFX Faculty and Staff Home Pages广告的策略stfx教职员工的主页

Advertising Strategies Executional Frameworks Chapter 7 Message Strategies Message strategies are used to deliver a message theme (Chapter 5) Message Strategies Generic Preemptive Unique Selling Proposition Hyperbole Comparative Message Strategies Resonance Emotional Message Strategies Action-inducing Promotional support Message Strategies Brand user Brand image Brand usage Corporate Executional Frameworks An executional framework is the manner in which an ad appeal (Chapter 6) is presented. Means-End Chain Theory Figure 7-3Executional Frameworks Animation Slice-of-life Dramatization Testimonial Authoritative Demonstration Fantasy Informative Animation Spokespersons Characteristics Attractiveness Physical Personality Likability Trustworthiness Expertise Credibility Principles of Effective Advertising Visual consistency Campaign duration Repeated taglines Consistent positioning Simplicity Identifiable selling point Effective flow of message Beating Ad Clutter Use repetition Variability Theory Use multiple mediums. Create ads that gain attention – any dangers of this? Create ads that relate to the target audience Which taglines can you identify? It’s everywhere you want to be. Just do it. You’re in good hands. The brushing that works between brushings. Driving excitement. A different kind of company. A different kind of car. When you care enough to send the very best. The ultimate driving machine. It takes a licking and keeps on ticking. Ad Clutter - Television 4 broadcast networks – 13 min 4 sec 37 cable networks – 14 min 30 sec Lowest cable channels ESPN2 – 11:16 ESPN – 12:11 CNN – 12:19 Highest cable channels Golf Channel – 18:32 MTV – 16:27 Food Network – 16:09 * Cognitive Affective Conative Brand Cognitive Affective Conative Brand Cognitive Affective Conative Brand Cognitive Affective Conative Brand F I G U R E 7 . 2 The Hierarchy of Effects Model, Message Strategies, and Advertising Components Product Attributes Consumer Benefits Leverage Point Persona