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22 Cards in this Set
- Front
- Back
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Message Strategies |
the approach to delivering a message theme |
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Message Strategies |
Cognitive: Generic, preemptive, USP, Hyperbole, Comparative |
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Message Strategies |
Affective: Comfort, Resonance, Emotional |
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I think I'll have a Bud. |
Conative: leads consumer to a direct response |
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Crest - Preemptive |
Cognitive: Preemptive - we said it first: Crest is the cavity fighter |
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This hospital is better than that hospital. |
Cognitive: USP - a testable claim of uniqueness or superiority |
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Hyperbole: We're your favorite shows! |
Cognitive: Hyperbole - an untestable claim based on attributes or benefits - NBC has America's favorite comedies. |
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Affective - We love this product! |
Affective: enhance the like ability of the product or appeal |
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I remember that song! Resonance Advertising |
Affective: Resonance Advertising - connecting the brand with a consumer's experiences in order to develop stronger ties |
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Are these Chevies? |
Affective: Comfort marketing - the brand has stood the test of time |
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Grab em by their emotions - Affective approach |
Affective: Emotional affective approach - elicit powerful emotions and recall and choice |
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i'm going to that sale! Conative approach |
Conative: lead to a consumer's direct response |
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Check out this website! |
Hierarchy of Effects Models: Cognitive Strategies: Awareness and knowledge |
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I like this brand, I prefer it and I'm going to drink it. |
Affective strategies: Liking, Preference, Conviction |
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Humor is usually very effective. |
Types of Advertising Appeals: Fear, Humor, Sex, Music, Rationality, Emotions, Scarcity |
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Humor captures your attention - makes the advertising more likeable. |
Reasons for using humor: captures attention, holds attention, high recall, consumers enjoy ads, consumers feel ads are likable |
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Familiar? |
Music appeals: familiar song, something original ? |
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Banks typically use rational appeals in their advertising. |
Rational appeals: providing information and relying on consumers to process that information. Print and web sites are great media choices for rational appeals. |
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Google the Budweiser dog TV spots! Image advertising at its strongest. |
Emotional Appeals: many creatives will tell you a successful ad is all about emotional appeals. have you seen the Budweiser TV spots with the dogs? |
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SALE!!!!!!!! |
Scarcity appeals: perfect for sales - doorbusters, timed sales, HURRY IN - first 100 customers get this, or that! |
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What's the framework for your campaign going to be? |
Executional frameworks: animation, slice of life, storytelling, testimonial, authoritative, demonstration, fantasy, informative |
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Good design. |
Things to consider for strong design: One topic to an ad, please. Color, type, fonts, spelling, how much copy vs. visual, illustration, photography, no visual, all type, size of ad, what media are you using, will ad and logo be strong in that medium, budget? |
