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Imc W-04

The document discusses key aspects of advertising design and message strategies. It covers topics like the hierarchy of effect model, means-end theory, cognitive strategies, affective strategies, conative strategies, and how to select sources and spokespersons. The goal is to provide an overview of conceptual frameworks used in designing advertising messages and appeals based on theoretical understanding of consumer behavior.

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hasithatikiri
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27 views

Imc W-04

The document discusses key aspects of advertising design and message strategies. It covers topics like the hierarchy of effect model, means-end theory, cognitive strategies, affective strategies, conative strategies, and how to select sources and spokespersons. The goal is to provide an overview of conceptual frameworks used in designing advertising messages and appeals based on theoretical understanding of consumer behavior.

Uploaded by

hasithatikiri
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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ADVERTISING DESIGNING &

MESSAGE STRATEGIES
Overview

 Message designing is not performed in isolation


 Client + Agency
 Designing is done based on the creative brief
 Media too is taken to consideration
 Theoretical approach of the advertising designing
 Hierarchy of effect model
 Means & End theory
 Visual & Verbal imaging
 Advertising appeals
Hierarchy of effect model

Awareness  Steps are sequential

Knowledge  Consumer spends some time in the each


stage before move to the next stage
Liking

 Support clarifying the objectives of


Preference individual adds & advertising campaigns

Conviction
 Support understanding how the
consumer reach the final purchasing
Purchase decision
Hierarchy of effect model & attitude

Cognitive Affective Conative

Mental image,
Feeling or emotion
understanding, &
towards an object or Experience or action
interpretation of an
an idea
object or an idea

Awareness Liking Conviction


Knowledge Preference Purchase
Means end theory

 Suggest advertisement should have a message or mean which help


to reach desired status
 End status
 Comfortable life / Equality
 Excitement / Freedom
 Happiness / Inner Peace
 Pleasure / Self fulfillment
 Purpose is to convince the viewer that using the product will drive
to reach end status
 Means end theory is the basis of model called Means – End
conceptualization of component of advertising
Means – End conceptualization of component
of advertising
 The product attributes
 The specific benefits that consumer can derive
 These benefits can lead to attain the personal values
 Consumer benefits
 Leverage points
 Both Hierarchy of effect model and the Means – End chain approach lead to
leverage point
 A leverage point is designed move the consumer from understanding
consumer benefits with personal values
 Personal values
 The executional frame work
Verbal & Visual Images

 Degree of emphasis given to visual part of the add against the verbal part of the
add.
 Most major forms of advertising have both visual & verbal or written elements.
 Visual add place a great emphasis on the pictures
 Verbal or written add places a great emphasis on copy
 Visual images often lead to more favorable attitude towards both the
advertisement & the brand.
 Visuals also much remembered than the verbal copy
 Visuals stored in the mind of consumer & easily recall
 Visual images can range from concrete & realistic o highly abstract.
 Radio advertisements often seek to create visual images for the audience.
 Visual imagery is especially important in international marketing.
 Global advertising agencies create Visual Esperanto which is a universal language that makes
global advertising is possible any good or services.
Type of Advertising Appeals

 Fear
 Humor
 Sex
 More often used to break
through the clutter
 Attention is greater from
the opposite sex, but
brand recall is lower
 There can be a
international implications
Type of Advertising Appeals

 Music
 Important advertising ingredient
 Helps to capture the listeners attention
 Can easily link to emotions
 Should answer (What role will music play in the
add?, Will a familiar song be used or will something
original to be created?, What emotions pitch should
the music reach?, How does the music fit with the
message of the add?)
 Rationality
 Hierarchy of effects stages
 Consumers actively process the information
 Complex product & B2B advertisements
 Emotions
 Consumers ignore most adds & rational appeal
generally go unnoticed but emotional appeals can
capture the attention & foster an attachment
 Scarcity
 Consumers are urged to buy due to limitations
The Structure of an Advertisement

 Generally there are five elements that an advertisement


contains
 The promise or benefit (The headline)
 Print advertisement headline is crucial
 The spelling out of the promise (A sub headline)
 Spell out of the benefit
 Can skip when powerful headlines are available
 Amplification
 The major selling ideas or the unique selling proposition
 Proof of the claim
 Seals of approval
 Warranties / Money back
 Action to take
Message Strategies

 Message theme is the outline of key ideas in an advertisement


 Message theme is a central part of the creative brief
 Message theme can be created using message strategies
 There are three broader categories of message strategies
 Cognitive strategies
 Affective strategies
 Conative strategies
Cognitive Strategies

 Presentation of rational argument or pieces of information to


consumers
 The advertisement’s key message is about the product attributes
or the benefits
 Goal of cognitive strategy is to have an impact on person’s belief
or on knowledge
 Knowledge or beliefs can be impacted by suggesting potential
product benefit (Viva an energy drink)
 There are five major forms of cognitive strategies
 Generic message
 Preemptive message
 Unique selling proposition
 Hyperbole
 Comparative advertisement
Cognitive Strategies

 Generic Message
 Direct promotion of product attributes
 No claim of product superiority
 Good for brand leaders or dominant company in the industry
 Preemptive Message
 Claim superiority based on product specific attributes or benefits
 Objective is to prevent competitors making the similar claim
 Unique Selling Proposition
 Explicit or testable claim of unique superiority that can be supported to substantiate.
 Hyperbole
 Makes an un testable claim upon some attributes or benefits
 Comparative Advertisement
 Directly on indirectly compares good or services to the competition
Affective Strategies

 Ivoke feelings or emotions


 Such adds are prepared enhance the likability, recall of the appeal
or comprehension of the advertisement
 Elicit emotions driving consumer actions
 Common in developing a brand strong brand names
 Affective strategies fall in to two categories
 Resonance advertising
 Connect consumer’s experience to develop stronger ties between the the
product & the consumers
 i.e – Elephant House Mihi Mathakayan campaign
 Emotional advertising
 Attempt to elicit powerful emotions that eventually lead product recall (trust,
friendship, happiness, etc)
 Emotional appeal are used in both B2C & B2B advertising
Conative Strategies

 Develop to gain some kind of consumer response


 Can be used to support other promotional effort
 Goal is to elicit behaviour
 Action inducing conative advertisements
 Cognitive knowledge or the Affective liking come later (After the actual
purchase)
 Merchandizing effect
 Promotional support conative advertisements
 Used to support other promotional effort
Executional Frameworks

 Executional framework is the manner in which advertising appeal is


presented
 Each appeal can be matched with appropriate executional
framework
 Animations – Sophisticated computer graphic systems / Animation characters can be human, animal, etc
 Slice of life – Advertiser tries to provide solutions to the everyday life
 Dramatizations – Similar to the slice of life but first show the problem & then the solution
 Testimonials – Customer presented his or her positive experience / Widely used in B2B
 Authoritative – Give a message to the consumer that product is superior to others in the category
 Demonstration – Effective way to communicate features / attributes
 Fantasy – Expect to lift the audience beyond the real world
 Informative – A common advertising executional framework / present more information
Source & Spoke person

 Select source & spokes person is a challenging task


 Source or the spokes person should be matched with the IMC
objectives
 There are four type of sources are available
 Celebrities
 CEOs
 Experts
 Typical person
Source Characteristics

 Source selection considers the credibility of the source or the person


 Credibility is derived from the
 Attractiveness
 Trustworthiness
 Similarity
 Expertise
 Likeability
Creating an Advertisement

Message Creative Brief Executional


Strategy Framework

Cognitive Animation
Affective Slice of life
Conative Dramatization
Testimonials
Authoritative
Means-End Demonstration
Chain Fantasy
Appeal Informative

Fear
Humor
Sex Spokesperson
Music
Rationality
Emotions Leverage Point
Scarcity
Advertising Effectiveness

 Visual Consistency
 Campaign duration
 Repeated tagline
 Consistent positioning – avoid ambiguity
 Simplicity
 Identifiable selling point
 Create an effective flow
Beating add clutter

 Overcoming clutter is the main challenge


 Presence the add at the similar time slot of competitor creates the
clutter worst
 How to beat the clutter
 Repetition
 Variable theory – Theory suggest that variable encoding ocuurs when
consumers sees the add
 Using couple of media

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