ADVERTISING DESIGN PART 2

X50.9212 Integrated Marketing – Week 4

Agenda

• Different messaging strategies• Executional frameworks• Selecting a source or spokesperson• Principles of effective ad design

Messaging StrategiesCOGNITIVE • Generic • “Intel Inside”

• Preemptive • Being the first to make a claim

• Unique selling proposition • Substantiated claim of uniqueness

• Hyperbole • Unproven claim, extreme

• Comparative • Aim at competition

AFFECTIVE • Resonance • Connect product with experiences (nostalgia, memories, etc.)

• Emotional • Evoke powerful emotions

CONATIVE • Action-inducing • POP/encouraging impulse buys

• Promotional support • Support for campaign; e.g. coupons, sweepstakes forms, etc.

Executional Frameworks

• How an ad is presented• Animation• Slice-of-life, solutions to problems• Dramatization, S-O-L + added excitement• Testimonial• Authoritative, expert• Demonstration• Fantasy, e.g. perfume ads• Informative

Sources and Spokespersons

Source PROS CONS

Celebrity • • •

• • •

CEO • • •

• • •

Expert • • •

• • •

Everyday People • • •

• • •

Source CharacteristicsCelebrities CEOs Experts Everyday

Credibility • • •Attractiveness • • •Trustworthiness • • • •Similarity •Expertise • • •Likeability • • •

Effective Ad Design

• Visual consistency• Campaign duration• Repeated taglines• Consistent positioning • Simplicity• Identifiable selling points• Effective flow

HOW CAN YOU BEAT THE CLUTTER?

ADVERTISING DESIGN PART 2

X50.9212 Integrated Marketing – Week 4