Marketing Communication

Chapter 4 : Advertising Campaign

Management and Design
Dr. Nesrine ZOUAOUI REJEB
[email protected]

2024 - 2025
 Plan
Chap 1 : Introduction to Marketing Communication
Chap 2 : Buyer Behavior and How Marketing Communication work
Chap 3 : Marketing Communication Planning Process
Chap 4 : Advertising Compaign Management and Design
Chap 5 : Traditional Media channels and media planning
Chap 6 : Sales promotions, Direct Marketing, Public relations, Social Media
and Alternative marketing

Course materials :
- FilFill,. C; & Turnbull,. S. (2016), Marketing communications : discovery, creation and conversation,
7th edition; Pearson.
- Fill,. C; & Turnbull,. S. (2023), Marketing communications : fame, influencers and agility, 9th
edition; Pearson.
- Clow,. K; & Baack,. D. (2017), Integrated Advertising, Promotion, and Marketing Communications,
8th edition, Pearson
- Clow,. K; & Baack,. D. (2022), Integrated Advertising, Promotion, and Marketing Communications,
9th edition, Pearson
Chapter 4 – Advertising campaign management and Design

Advertising is a paid, mediated form of communication

from an identifiable source, designed to persuade the
receiver to take some action, now or in the future.

The principal role of advertising is to engage audiences

 Advertising has the capacity to reach large audiences
with simple messages.
 Advertising is excellent at differentiating and
positionning brands.
 Advertising can be used to reinforce brand messages
by reminding, reassuring or even refreshing an
individual’s perception of a brand.
 Advertising can inform audiences, mainly by creating
awareness or helping them to learn about a brand or
how it works.
Chapter 4 – Advertising campaign management and Design
I- Advertising Campaign Parameters

Creating effective campaigns

requires attention to the
advertising campaign parameters

• Advertising goals
• Media selection
• Tagline
• Consistency
• Positioning
• Campaign duration
Chapter 4 – Advertising campaign management and Design
I- Advertising Campaign Parameters

1. Advertising goals
• To build brand awareness
• To inform
• To persuade
• To support other marketing efforts
• To encourage action

2. Media Selection

• Media-usage habits of target

market
• Audience characteristics of media
• Business-to-business media
Chapter 4 – Advertising campaign management and Design
I- Advertising Campaign Parameters
1. Advertising goals

A common goal of advertising is to persuade consumers that a

particular brand is superior to others and should be that top choice.
This ad for Flair Jewelers says “Nobody Does ‘I Do’ Like We Do.”
Chapter 4 – Advertising campaign management and Design
I- Advertising Campaign Parameters

3. Tagline
Key phrase / Memorable / Conveys
uniqueness / Consistency across
platforms / Shorter than in past /
Revised or new taglines
4. Consistency
• Transfer to long-term memory
• Visual consistency key
• Repetition enhances recall
• Variability theory
– Different environments
– Can vary content
– Multiple media
Chapter 4 – Advertising campaign management and Design
I- Advertising Campaign Parameters

5. Positioning
• Maintain consistent position
• Link in cognitive map
• Avoids ambiguity
• Message stays clear
6. Campaign duration

• Goal is to embed in long-term memory

• Too short impedes retention
• Too long can make it stale
• Typical length is 6 months
• Length varies
Chapter 4 – Advertising campaign management and Design
II- Creative Brief

Elements of a creative brief

• The objective
• The target audience
• The message theme
• The support
• The constraints
Chapter 4 – Advertising campaign management and Design
II- Creative Brief

The objective
- Cognitive : Awareness and Knowledge
- Affective : Persuade / Improve brand
image
- Conative : call to action

Target Audience
- Information about the target audience is
critical. It should be more than just
demographics.

- Precisely describe this target to the

creatives so that they understand it as well
as possible and find the relevant To Persuade
advertising arguments to convince them.
Chapter 4 – Advertising campaign management and Design
II- Creative Brief
Message Theme

• ONE Unique selling point

• “Left brain” advertisement
– Logical, rational side of brain
– Manages numbers, letters,
words, concepts
– Use rational appeal
• “Right-brain” advertisement
– Emotional side of brain
– Manages abstract ideas,
images, feelings
– Use emotional appeal The message theme of this ad is “Weaver is the firm of
choice for companies and individuals with dreams and
goals as big as Texas.”
Chapter 4 – Advertising campaign management and Design
II- Creative Brief
The support

Support takes the form

of the facts, which
substantiate the
message theme.

Ads will often provide

support for their
product. If an automobile was designated as Motor
Trend’s car of the year, that is valuable support
that can be included to support brand image
advertising.
Chapter 4 – Advertising campaign management and Design
II- Creative Brief
Constraints

• Legal and mandatory

restrictions
• Corporate restrictions
• Disclaimers
Chapter 4 – Advertising campaign management and Design
III- Advertising Design

Three primary advertising design

issues
- Message strategies : The primary tactic or
approach used to deliver the message
theme.

- Appeals : the central idea of an

advertisement (Based on the objective of
the ad campaign)

- Executional frameworks : the manner in

which an ad appeal is presented
Chapter 4 – Advertising campaign management and Design
III- Advertising Design
1. Message strategy
It is the primary tactic or approach used to deliver the
message theme.
Three broad categories of message strategies are cognitive,
affective, and conative groups
• Cognitive
– Generic
– Preemptive
– Unique selling proposition
– Hyperbole
– Comparative
• Affective
– Resonance
– Emotional
• Conative
Chapter 4 – Advertising campaign management and Design
III. Advertising Design
1. Message strategy
a. Cognitive message strategy
A cognitive message strategy is being utilized when rational
arguments or pieces of information are presented to
consumers.

There are five major forms of cognitive strategies.

Generic : direct promotions of good or service attributes or benefits

without any claim of superiority
Preemptive : Claims of superiority based on a specific attribute or
benefit of a product
Unique selling proposition : an explicit, testable claim of
uniqueness or superiority
Hyperbole : an untestable claim based upon some attribute or
benefit
Comparative : advertiser directly or indirectly compares a good or
service to the competition
Chapter 4 – Advertising campaign management and Design
III- Advertising Design
1. Message strategy
a. Cognitive message strategy
Chapter 4 – Advertising campaign management and Design
III- Advertising Design
1. Message strategy
a. Cognitive message strategy
Chapter 4 – Advertising campaign management and Design
III. Advertising Design
1. Message strategy
a. Cognitive message strategy
Chapter 4 – Advertising campaign management and Design
III- Advertising Design
1. Message strategy
b. Affective message strategy
• Invokes feelings or emotions
• Attempts to enhance likeability
• Resonance Advertising
– Connects with consumer
experiences
– Comfort marketing
• Emotional Advertising
– Emotions lead to recall and choice
– Consumer and b-to-b markets
– Leads to positive feelingss
Chapter 4 – Advertising campaign management and Design
III- Advertising Design
1. Message strategy
b. Affective message strategy
Chapter 4 – Advertising campaign management and Design
III- Advertising Design
1. Message strategy
C. Conative message strategy

Conative
• Encourage customer action
• Support promotional efforts
• Impulse buys
Chapter 4 – Advertising campaign management and Design
III- Advertising Design
1. Message strategy
C. Conative message strategy
Chapter 4 – Advertising campaign management and Design
III- Advertising Design
1. Message strategy
Chapter 4 – Advertising campaign management and Design
III- Advertising Design
2. Types of advertising Appeals

Advertising appeals refers to the approach used

to attract the attention of customers or to
influence their feelings towards a brand, product
or service.
It is the central idea of an advertisement and
speak to an individual's need, wants or interest
and entice her to take the desired action which
generally is “Buy me”.
Chapter 4 – Advertising campaign management and Design
III- Advertising Design
2. Types of advertising Appeals
• Fear
• Humor
• Sex
• Music
• Rationality
• Emotions
• Scarcity

The appeal to be used should be based on a review of the

creative brief and the objective of the advertisement.
Chapter 4 – Advertising campaign management and Design
III- Advertising Design
2. Types of advertising Appeals

Fear Appeals are used because they work. Fear

increases both the viewer’s interest in an
advertisement and the persuasiveness of that ad.

Humor Appeals are effective in both getting

attention and keeping it, which helps the ad cut
through clutter.

Sex appeals are one approach to building brand

awareness.
Chapter 4 – Advertising campaign management and Design
III- Advertising Design
2. Types of advertising Appeals

Music appeals gains attention and increases

the retention of visual information at the
same time.

A rational appeals are based on the hierarchy

of effects model and the sequence of steps
outlined in the model. It implies active
processing of information

Emotional appeals are often used because

consumers tend to ignore ads, and emotional
themes tend to be noticed more.
Chapter 4 – Advertising campaign management and Design
III- Advertising Design
2. Types of advertising Appeals

Scarcity appeals urge consumers to make

a purchase now because of some type of
limitation.
Chapter 4 – Advertising campaign management and Design
III- Advertising Design
2. Types of advertising Appeals
Chapter 4 – Advertising campaign management and Design
III- Advertising Design
2. Types of advertising Appeals
Chapter 4 – Advertising campaign management and Design
III- Advertising Design
3. Executional frameworks

An executional framework is the manner in which

an ad appeal is presented.

Types of executional frameworks :

• Animation
• Slice-of-life
• Dramatization
• Testimonial
• Authoritative
• Demonstration
• Fantasy
• Informative
Chapter 4 – Advertising campaign management and Design
III- Advertising Design
3. Executional frameworks
Animation
• Originally – cheap method
• Usage has increased
• Enhanced graphics technology
• Costs coming down
• Business-to-business use

Storytelling
• Resembles 30-second movie
• Plot or story
• Brand is at periphery
• Viewers draw own conclusions
Chapter 4 – Advertising campaign management and Design
III- Advertising Design
3. Executional frameworks
Slice-of-life
The slice-of-life execution was made popular by Procter &
Gamble in the 1950s. The basic premise is the introduction of a
problem that a product solves.
Chapter 4 – Advertising campaign management and Design
III- Advertising Design
3. Executional frameworks
Testimonials
• Business-to-business sector
• Service sector
• Enhance credibility
• Source
– Customers
– Paid actors
Authoritative
• Expert authority
• Scientific or survey evidence
• Business-to-business ads
• Cognitive processing
• Specialty print media
Chapter 4 – Advertising campaign management and Design
III- Advertising Design
3. Executional frameworks
Demonstration
• Shows product being used
• Business-to-business sector
• Television and Internet

Fantasy
• Beyond reality
• Common themes
– Love
– Romance
• Perfume/cologne
Chapter 4 – Advertising campaign management and Design
III- Advertising Design
3. Executional frameworks

Informative
• Used extensively in radio
• Business-to-business usage
• Key is buying situation
• Level of involvement
Chapter 4 – Advertising campaign management and Design
III- Advertising Design
4. Sources and spokespersons

Selecting a source or spokesperson to be

used in an advertisement is a critical
decision.
Four types of sources :
- Celebrities
- CEOs
- Experts
- Typical persons
Chapter 4 – Advertising campaign management and Design
III- Advertising Design
4. Sources and spokespersons

Celebrety spokespersons
• Most common
• Featured in 6% of ads
• Enhance brand equity
• Create emotional bonds
• More effective with younger consumers
• Athletes popular
• Establish brand personality
Chapter 4 – Advertising campaign management and Design
III- Advertising Design
4. Sources and spokespersons
• CEOs
– Highly visible and personable
– Can be major asset
– Used by local companies

• Experts
– Expert in their field
– Authoritative figures

• Typical persons
– Paid actors
– Typical, everyday people
Chapter 4 – Advertising campaign management and Design
III- Advertising Design
4. Sources and spokespersons
Characteristics of Effective Spokespersons
Chapter 4 – Advertising campaign management and Design
III- Advertising Design
4. Sources and spokespersons

Matching Source Types and Characteristics

• Celebrities
– Tend to score high in credibility
– Negative publicity
– Endorsement of too many products
• CEO
– Trustworthy, expertise, and some credibility
– Must exercise care in selection
• Expert
– Seek experts who are attractive, likable, trustworthy
– Valid credentials important
• Typical person
– Multiple typical persons increase credibility
– Real person
– Actor