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Advertising Design:

M essage Strategies and

Ex ecutional Fram ew orks
Chapter 7

Chapter Objectives
1. Three types of message strategies
2. Major types of executional
frameworks
3. Types and sources of spokespersons
and the criteria used to select them

7-2

Message Strategies
Message theme can be created
by using the message strategy
Cognitive
Affective
Conative
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Cognitive

Message Strategies
Rational arguments
Highlight product
attributes/benefits
Influence people
belief/knowledge structure
Attitude sequence: cognitive
affective conative
7-4

Cognitive

Message Strategies (cont)

Generic: directly promote attribute without
claim to superiority
Preemptive: promote attribute with a claim to
superiority
Unique selling proposition: portray an
explicit/testable claim of uniqueness or
superiority
Hyperbole: promote an untestable claim
Comparative: directly compare product
attributes with competition
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Affective

Message Strategies
Enhance likeability of product
Recall appeal
Affect the consumers reasoning
process to buy into emotional
appeal
Attitude sequence: affective
conative cognitive
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Affective

Message Strategies (cont)

Resonance advertising: connects
product with consumer experiences
Comfort marketing: promoting
purchase of branded products

Emotional advertising: elicits

powerful emotions leading to recall
and choice
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Conative

Message Strategies
Target consumer response
Use availability and
exclusiveness appeals
Attitude sequence: conative
cognitive affective

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Conative

Message Strategies (cont)

Action-inducing advertisements:
cognitive knowledge and affective
liking comes after or during usage
(Impulse buys)
Promotional support
advertisements: tied with other
promotional efforts
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Message
Strategies
Cognitive
Affective
Conative

Hierarchy of
Effects Model

Awareness
Knowledge
Liking
Preference
Conviction
Purchase
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Executional Frameworks

Animation
Slice of life
Dramatization
Testimonial
Authoritative
Demonstration
Fantasy
Informative
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Animation
Originally used by
firms with small
advertising budgets
Increased use due
to advances in
computer
technology
Rotoscoping
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Slice of Life

(Dramatization)

Encounter
Problem
Interaction
Solution

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Testimonials

Service sector
Enhance credibility
Source
Customers
Paid actors

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Authoritative
Expert authority
Scientific or survey
authority
Independent evidence
Cognitive processing
Specialty print media
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Demonstration
Shows product being used
Television and the Internet

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Fantasy
Beyond reality
Can inspire recall and action

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Informative
Used extensively in
radio
Key is buying situation
Level of involvement

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 HTC

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Spokespersons
Celebrities

Unpaid
Voice-overs
Dead-person endorsement
Social media

CEOs
Experts
Typical persons

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Source Characteristics
Credibility

Attractiveness
Trustworthiness
Similarity
Expertise
Likeability
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Principles
Effective Advertising

Visual consistency
Campaign duration
Repeated tag lines
Consistent positioning
Simplicity
Identifiable selling point
Effective flow
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Beating Ad Clutter

Variability theory
Multiple mediums
Ads that gain attention
Ads that relate to the target
audience

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Benetton
1984

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1985

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1988

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1980s

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1992

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2000

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