Introduction Designing messages that effectively reaches the target audience. Designed to change or...
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Introduction Designing messages that effectively reaches the target audience. Designed to change or shape attitudes. Must be remembered. Should lead to
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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Cognitive Strategies Presentation of rational arguments or
pieces of information to consumers. The advertisers key message is
about the products attributes or benefits. 5 major forms of
cognitive strategies: Generic messages Preemptive messages Unique
Selling Proposition Hyperbole Comparative Advertisements
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Cognitive Strategies Generic Messages Direct promotions of
product attributes or benefits without any claim of superiority.
Work best for the brand leaders Example: Campbells Soup Soup is
good food Preemptive Messages Claim superiority based on a products
specific attribute or benefit. Idea is to present the competition
from making thee same or a similar statement. Example: Crest the
cavity fighter
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Cognitive Strategies USP A clear, testable claim of uniqueness
or superiority that can be supported or verified. Example: Dove 25%
moisturizer.
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Cognitive Strategies Hyperbole This makes an untestable claim
based upon some attribute or benefits. Eg. NTV is promoting
Bangladeshis favorite color GREEN Comparative Advertisement When an
advertiser directly or indirectly compares a good or service to the
competition.
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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
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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.
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Affective Strategies The two main forms are: Resonance
advertising Emotional advertising
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Affective Strategies Resonance Advertising Connect product with
a consumers 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.
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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
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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
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Hierarchy of Effects Model Message Strategies Hierarchy of
Effects Model Advertising Components Headline Sub-headline
Amplification Proof of the claim Action to take
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Executional Frameworks
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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
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Animation Has seen a lot of development in recent years.
Rotoscoping Clay animation
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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)
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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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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
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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 brands
advantages compared to other brands. Example: Colgate May include
scientific or survey evidence.
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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
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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. Example:
AXE
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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.
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Sources and Spokesperson
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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
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Source Characteristics
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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
Problems bringing disgrace 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
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Creating an Advertisement
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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.
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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
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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 ads 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
