Advertising Design: Message Strategies and Executional Frameworks LEAD-IN VIGNETTE Dove's Social and Fashion Advertising

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Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall

Chapter 7

Advertising Design: Message Strategies and Executional Frameworks

LEAD-IN VIGNETTE

Dove's Social and Fashion Advertising

The Dove "Onslaught" commercial was named one of the top 10 advertisements in 2007 by

Time magazine. It shows the incredible amount of pressure young women face to emphasize

personal beauty.

Questions for Students:

1. Can you think of an advertisement you have seen that emphasizes the point of the

"Onslaught" ad?

2. Are self-esteem and body image mutually exclusive concepts? Can an advertiser

reasonably appeal to both?

3. Do young males encounter the same types of body-image pressures as young females?

Why or why not?

CHAPTER OUTLINE

Advertising is preparing a personal message that will be delivered over an impersonal

medium.

Message Strategies

The message theme, or the outline of the key ideas in the ad, is a central part of the creative

brief.

A message strategy is the primary tactic that will be used to deliver the message theme. There

are four broad categories:

1. Cognitive strategies.

2. Affective strategies.

3. Conative strategies.

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Various forms of message strategies are displayed in Figure 7.1.

Cognitive Strategies

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:

1. Generic messages, which are direct promotions of good or service attributes or

benefits without any claim of superiority. They work best for a firm that is clearly

the brand leader and dominant in the industry within which it operates.

2. Preemptive messages, which are claims of superiority based on a specific attribute

or benefit of a product. Once made, the claim normally preempts the competition

from making such a statement.

3. A unique selling proposition, which is an explicit, testable claim of uniqueness or

superiority, which can be supported or substantiated in some manner.

4. Hyperbole, which is an untestable claim based upon some attribute or benefit.

5. Comparative advertisements, which is when an advertiser directly or indirectly

compares a good or service to the competition. The competitor may or may not be

mentioned by name in the advertisement.

In the business-to-business sector, shipping companies compare delivery times and accuracy

rates. The major advantage of comparative ads is that they often capture the attention of

consumers.

A danger of comparative ads is the negative attitudes consumers may develop toward the ad. If

viewers acquire negative attitudes toward the advertisement, these negative attitudes may

transfer to the sponsor’s product. This is especially true when the sponsor runs a negative

comparative ad.

Comparison ads are less common in other countries due to both social and cultural differences

as well as legal restrictions.

Many times, international consumers not only dislike comparative advertisements, but also

often will transfer that dislike to the company that sponsored the ad.

In general, comparing a lesser-known brand to the market leader seems to work well. On the

other hand, comparing a new brand with the established brand is often not effective.

Affective Strategies

Affective message strategies are designed to invoke feelings and emotions and match them

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with the product, service, or company.

Affective messages:

• Seek to enhance the likability of the product

• Build recall of the appeal

• Increase comprehension of the advertisement

• Elicit emotions which then in turn affect the consumer’s reasoning process, and

finally lead to action

Affective strategies fall into two categories: (1) resonance, and (2) emotional.

Resonance advertising attempts to connect a product with a consumer’s past experiences in

order to develop stronger ties between the product and the consumer.

Emotional advertising attempts to elicit powerful emotions which eventually lead to product

recall and choice, including trust, reliability, friendship, happiness, security, glamour, luxury,

serenity, pleasure, romance, and passion.

Conative Strategies

Conative message strategies are designed to lead more directly to some type of consumer

behavior.

Action-inducing conative approaches create situations in which cognitive knowledge of the

product and/or affective liking of the product may come later (after the actual purchase) or

during usage of the product. A point-of-purchase display is designed (sometimes through

advertising tie-ins) to cause people to make impulse buys.

Promotional support conative advertisements are designed to support other promotional

efforts using coupons, phone-in promotions, a sweepstakes, or some other form.

Figure 7.2 displays the linkages between the hierarchy of effects model, message strategies,

and advertising components.

Executional Frameworks

An executional framework is the manner in which an ad appeal is presented. If the ad appeal is

the script in a movie, then the plot would be the actual executional framework. Types of

executional frameworks, as shown in Figure 7.3, include:

• Animation

• Slice-of-life

• Dramatization

• Testimonial

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• Authoritative

• Demonstration

• Fantasy

• Informative

Animation

In recent years the use of animation in advertising has increased, due primarily to the greater

sophistication in computer graphics programs.

Rotoscoping is the process of placing hand-drawn characters digitally into live sequences.

Animated characters can be human, animal, or product personifications.

Another method of animation, which was made popular by the California raisins commercials,

is clay animation.

The computer graphics technology has allowed animation to move beyond personifications

into creating real-life images.

More business ads are being placed on television because of the availability of high-quality

graphics technologies, which allow various businesses to illustrate the uses of their products

through animated graphics.

Slice-of-life

In slice-of-life commercials, advertisers attempt to provide solutions to the everyday problems

faced by consumers or businesses. These advertisements normally show common things

people experience, especially the problems they encounter. Then, the product is made

available to solve the problem. The most common slice-of-life format has four components, as

summarized in Figure 7.4.

1. Encounter.

2. Problem.

3. Interaction.

4. Solution.

In print advertisements, slice-of-life frameworks are more difficult to prepare.

The slice-of-life approach was introduced and made popular by Procter & Gamble.

The slice-of-life executional framework has become popular in Japan in recent years because

it is easily adapted to the more soft sell approach used in Japan.

Slice-of-life commercials are also used heavily in business-to-business advertisements. This

executional framework is popular because it allows the advertiser to highlight how their

product can meet business needs.

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Slice-of-life executional frameworks are possible in most media, including magazines or

billboards, because a single picture can depict a normal, everyday situation or problem.

Dramatization

A dramatization is similar to slice-of-life executional framework. It uses the same format of

presenting a problem, then providing a solution. The difference lies in the intensity and story

format.

An effective and dramatic advertisement is difficult to pull off, because it must be completed

in either thirty or sixty seconds. Building a story to a climatic moment is challenging, given

such a short time period.

Testimonials

The testimonial type of executional framework is being used when a customer in an

advertisement tells about a positive experience with a product.

In the business-to-business sector, testimonies from current customers add credibility to the

claims being made.

Testimonials are an effective method for promoting services.

One major reason companies choose testimonials are that they enhance company credibility.

Authoritative

In using the authoritative executional framework, an advertiser seeks to convince viewers that

a given product is superior to other brands.

One form of authoritative framework is expert authority, where a physician, a dentist, an

engineer, or chemist states the product’s advantages over other products.

Many authoritative advertisements include some type of scientific or survey evidence

provided by an independent organization, such as the American Medical Association.

Authoritative advertisements have been widely incorporated into business-to-business sector

ads, especially when scientific findings are available to provide support for a company’s

products.

Authoritative ads work especially well in specialty magazines.

Demonstration

Advertisements using the demonstration executional framework are designed to show how a

product works. A demonstration is an effective way to communicate the attributes of a product

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to viewers.

Demonstrations are often presented in business-to-business ads. They allow a business to

show how a product can meet the specific needs of another business.

Demonstration-type ads are especially well suited to television. To a limited extent, the print

media can feature demonstrations, especially when a series of photos shows the sequence of

product usage.

Fantasy

Fantasy executions are designed to lift the audience beyond the real world to a make-believe

experience. Some fantasies are meant to be realistic. Others are completely irrational.

The most common fantasy themes are still sex, love, and romance. As raw sex and nudity in

advertisements are losing their impact, fantasy approaches are taking their place.

One product category that uses fantasy is the perfume and cologne industry.

Television fantasy ads for cruise lines and resorts show couples enjoying romantic, sensuous

vacations together, swimming, jet skiing, and taking a walk. The goal is to make the cruise

line or resort into more than just a vacation—it should become a romantic fantasy trip.

Fantasy has not been used a great deal in the business-to-business advertising field primarily

because of fear that members of a buying center would not take a fantasy approach seriously.

Informative

Informative ads present information to the audience in a straightforward matter.

One of the keys to informative advertising is the placement of the ad.

Informative ads are prepared extensively for radio advertisements, where only verbal

communication is possible but are less common in television and print because consumers

tend to ignore them.

Informative ads work well in high involvement purchase situations. As a result, the

informative framework continues to be a popular approach for business-to-business

advertisers.

Beyond these types of executional frameworks, the creative decides about all of the other

ingredients, including music, copy, use of color, motion, light, and size.

Sources and Spokespersons

Selecting a source or spokesperson to be used in an advertisement is a critical decision. Four

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types of sources are displayed in Figure 7.5:

1. Celebrities.

2. CEOs.

3. Experts.

4. Typical persons.

In approximately 20% of all advertisements, some type of celebrity spokesperson is used.

Celebrity endorsers are used because their stamp of approval on a product can enhance the

product’s brand equity. Some of the top celebrity endorsers are listed in Figure 7.6.

There are three variations on celebrity endorsements:

1. Unpaid spokespersons for charitable causes.

2. Celebrity voice-overs.

3. Dead-person endorsements.

Some of the most commonly used dead celebrity endorsers are show in Figure 7.7.

A CEO can be the spokesperson or source. A highly visible and personable CEO can become

a major asset for the firm and its products.

Expert sources include physicians, lawyers, accountants, and financial planners. These experts

tend not to be famous celebrities or CEOs. Experts provide backing for testimonials, serve as

authoritative figures, demonstrate products, and enhance the credibility of informative

advertisements.

Typical persons are one of two different types:

1. Paid actors or models who portray or resemble everyday people.

2. Actual typical, everyday people who are used in advertisements.

Real people sources are becoming more common, in part because of the overuse of celebrities.

Source Characteristics

The effectiveness of an advertisement depends on the degree to which a spokesperson has one

or more of the following five characteristics shown in Figure 7.8.

1. Attractiveness, which consists of physical and personality characteristics.

2. Likability, because consumers respond more positively to spokespersons they like.

3. Trustworthiness, or the degree of confidence or the level of acceptance consumers

place in the spokesperson’s message.

4. Expertise, because spokespersons with higher levels of expertise are more

believable than sources with low expertise.

5. Credibility, which is the sum of the other characteristics. Thus, it is a composite of

attractiveness, trustworthiness, likability, and expertise. Credibility affects a

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receiver’s acceptance of the spokesperson and message.

Matching Source Types and Characteristics

Celebrities normally score well in terms of trustworthiness, believability, persuasiveness, and

likability. These benefits increase if the match between the product and celebrity is a logical

and proper fit.

Several dangers exist in using celebrities. First, any negative publicity about the celebrity

caused by inappropriate conduct can reflect on the brands being endorsed. Second, celebrities

can endorse so many products that they lose their credibility.

It is this potential for negative publicity that has led some advertisers to use deceased

celebrities, as what was essentially negative likability became attached to the company and its

products.

Another problem associated with celebrity endorsements is credibility. Consumers know

celebrities are paid, which detracts from their believability.

A CEO or prominent corporate official may or may not possess the characteristics of

attractiveness and likability. The individual should appear to be trustworthy, have expertise,

and maintain a degree of credibility.

Experts should be, first and foremost, credible. The ad agency should seek out an expert who

is also attractive, likable, and trustworthy. An expert who is not attractive and likable may not

be able to convince consumers that he or she can be trusted, and credibility drops as a result.

Experts are often used in business-to-business ads. The advertising agency should be certain

that the spokesperson truly is an expert, and that the individual can explain a good or service’s

benefits in terms other companies can understand.

Typical person ads are sometimes difficult to prepare, especially when real persons are used.

Typical person sources do not have the name recognition of celebrities. Consequently,

advertisers often use multiple sources within one advertisement in order to build credibility.

Real person ads are a kind of two-edged sword. On the one hand, trustworthiness and

credibility may rise when the source is bald, overweight, or has some other physical

imperfections. On the other hand, using a real person in advertisements can be difficult

because they will flub lines and look less natural on the screen.

In general, the ad agency should seek to be certain that the source or spokesperson has the

major characteristics needed for the ad.

Creating an Advertisement

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The process of creating an advertisement is summarized by Figure 7.9.

It begins with the creative brief, which outlines the message theme of the advertisement as

well as other pertinent information. Using the creative brief as the blueprint, the creative

develops a means-ends chain starting with an attribute of the product that generates a specific

customer benefit.

Following the development of the means-ends chain, the creative chooses the following:

• A message strategy

• The appeal

• The executional framework

• A source or spokesperson

The leverage point is normally selected after the creative begins work on the advertisement.

In terms of the executional framework, it must match the leverage point and other features of

the ad.

Advertising Effectiveness

The task of making sure the ad meets the IMC objectives requires creatives and account

executives follow the six basic principles.

The first principle is to maintain visual consistency. Seeing a specific image or visual display

over and over again helps embed it in long-term memory. Visual consistency may cause the

viewer to move the advertising message from short-term memory to long-term memory.

Logos and other longstanding images, which are consistently used, help fix the brand or

company in the consumer’s mind.

The second principle of effective advertising is campaign duration. Because consumers do not

pay attention to advertisements, the length or duration of a campaign is important. Using the

same advertisement over an appropriate period of time helps embed the message into long-

term memory. Reach and frequency affect the duration of a campaign. Higher frequency

usually leads to a shorter duration. Low reach may be associated with a longer duration.

The third method used to build effective advertising campaigns is repeated taglines. Visual

consistency combined with consistent taglines can be a more powerful approach. The

advertisement may change, but either the visual imagery or the tagline remains the same.

Some well-known taglines are featured in Figure 7.11.

A fourth advertising principle is consistent positioning. Maintaining a consistent positioning

throughout a product’s life makes it easier for consumers to place the product in a cognitive

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map.

Simplicity is the fifth principle of effective advertising. Simple advertisements are easier to

comprehend than complex ads.

The final principle of effective advertising is the concept of an identifiable selling point. The

emphasis should be placed on all three of the words:

1. Identifiable, (price, quality, convenience, luxury, etc.) a point that is easily

identifiable to the viewer of the ad.

2. Selling, so that viewers know the focus point of the ad.

3. Point, the concept is a selling point -- not selling points. The best ads do not

confuse the viewer with too many ideas.

Beating Ad Clutter

Because mere repetition of an ad does not always work, advertisers have begun to take

advantage of the principles found in variability theory.

Variable encoding occurs when a consumer sees the same advertisement in different

environments. These varied environments increase recall and effectiveness of an ad, because it

is encoded into the brain through various methods.

Using two media to convey a message is normally more effective than repeating an

advertisement within the same medium.

International Implications

There are major differences in international ads due to cultural differences and legal

restrictions. Comparison ads are not legal in some countries.

It is helpful to view advertising patterns in other countries before embarking on a campaign.

IMPLICATIONS FOR CREATIVES AND MARKETING MANAGERS

(Note to professors -- these materials are not in the text. They provide a method for

you to summarize the chapter in a different way)

Marketing managers must know how to stay out of the way, and when to intervene in the

creative process. This includes:

• Giving advice and opinions to creatives as needed

• Waiting until the creative feels the ad is ready for review before passing judgment

Stay in careful contact with clients as the advertising design process goes forward.

Avoid being “star struck” when considering celebrity endorsers. Think about the bottom line

and whether or not the personality has the characteristics needed to make effective

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commercials. Help your clients avoid being star struck as they encounter potential endorsers.

Learn tactful methods to inform a CEO that he or she is not the right person to be an ad

spokesperson.

The marketing manager should let everyone know the buck does stop at his or her desk. Final

decisions about ads should account for all of the principles described in this section, especially

noting the importance of maintaining the overall IMC theme.

Be accountable when things do work out. Share credit with the entire team when the ad is

successful. Remember, advertising is not about building your ego, it’s about creating

successes for other people, and, you can’t do that by yourself.

REVIEW QUESTIONS

1. Name the three types of message strategies creatives can use. How are message

strategies related to the message theme?

The strategies are cognitive, affective and, conative. The message strategy is the

primary tactic used to deliver the message theme. Each form delivers the message

theme in a different way.

2. What types of products or services best match cognitive message strategies?

Name the five types of cognitive approaches.

The five types of cognitive approaches are: generic, preemptive, unique selling

proposition, hyperbole, and comparative. The types of goods or services that best

match cognitive message strategies would be advertisements where the key message is

focused on the product’s attributes or benefits to the product’s user. The goal would be

to make the product appear as different and better in some key way.

3. When will an affective message strategy be most effective? What two types of

affective messages can creatives design? Give an example of each.

An affective message strategy will be most effective when emotions lead the

consumer to action. Two types of affective messages that creatives can design are

resonance and emotional. An example of resonance would be Wurthers Originals

taking the consumer back to a simpler time. An example of emotional advertising

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would be Volvo featuring safety while showing a young child riding in a car.

4. What is the primary goal of a conative message strategy?

The primary goal of a conative message strategy is to elicit behavior, preferably

immediate behavior.

5. How is an executional framework different from an ad appeal? How are they

related?

An executional framework is the manner in which an ad appeal is presented. In terms

of a movie, if the ad appeal is the script, then the plot would be the executional

framework. They are related because the ad appeal is used to determine how the

framework is developed.

6. List as many uses of animation-based advertisements as possible. What forms of

animation are possible with the technology that is available?

Student answers will vary.

7. How are slice-of-life and dramatization executional frameworks similar? How

are they different?

Slice-of-life and dramatization are similar because they use the same format of

providing a problem then a solution. They are different in that dramatization uses a

higher level of excitement and suspense to tell the story.

8. How are authoritative and informational executional frameworks similar? How

are they different?

Authoritative and informational are similar because they both provide the information

needed to the consumer in a matter-of-fact manner. They are different because

authoritative frameworks are usually presented by someone that is credible in their

particular field and informational ads are presented by someone who is not an expert.

9. What types of testimonials can advertisers use? Give an example of each.

The types of testimonials that advertisers can use are ones that focus on the product

itself or ones that present the overall image of the brand or firm. An example of a spot

that focuses on the product would be Shout, focusing on the product and its cleaning

capabilities. An example that focuses on the overall image would be Pontiac when

the advertisements describe driving excitement.

10. Which media are best for demonstration-type ads?

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Television is the best medium for demonstration ads because the whole demonstration

can be shown to the consumer. Print ads (magazines and newspapers) can show

sequences of events. Internet ads with video stream can also demonstrate a product’s

use.

11. What kinds of products or services are best suited to fantasy-based executional

frameworks? What products or services are poor candidates for fantasies?

The types of products that work best for fantasy-based frameworks would be things

that are exciting and sexy, such as cruise lines, vacation resorts, perfume, cologne,

lingerie, and clothing. Poor candidates would be professional services (accounting),

life insurance, and other more serious subjects.

12. Identify the four main types of sources or spokespersons. What are the

advantages and disadvantages of each?

The four types of sources that are available to advertisers are celebrities, CEOs,

experts, and typical persons.

Celebrities normally score well in terms of trustworthiness, believability,

persuasiveness, and likability. These benefits increase if the match between the

product and celebrity is a logical and proper fit. Several dangers exist in using

celebrities, including negative publicity about the celebrity caused by inappropriate

conduct creating negative likability, and celebrities endorsing so many products that

they lose their credibility.

A CEO can be strongly attached to the company and give the firm a major boost in

terms of image (e.g., Michael Dell). A CEO or prominent corporate official may or

may not possess the characteristics of attractiveness and likability. The individual

should appear to be trustworthy, have expertise, and maintain a degree of credibility.

Experts should be, first and foremost, credible. The ad agency should seek out an

expert who is also attractive, likable, and trustworthy. An expert who is not attractive

and likable may not be able to convince consumers that he or she can be trusted, and

credibility drops as a result. Because experts are often used in business-to-business

ads, the agency should be certain that the spokesperson truly is an expert, and that the

individual can explain a good or service’s benefits in terms other companies can

understand.

Typical person ads are sometimes difficult to prepare, especially when real persons are

used. Typical person sources do not have the name recognition of celebrities.

Consequently, advertisers often use multiple sources within one advertisement in

order to build credibility. Real person ads are a kind of two-edged sword. On the one

hand, trustworthiness and credibility may rise when the source is bald, overweight, or

has some other physical imperfections.

13. List the five key criteria that are used when selecting a spokesperson. Which four

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build to the fifth?

The five criteria are attractiveness, likeability, trustworthiness, expertise, and

credibility. Attractiveness, likeability, trustworthiness, and expertise combine to form

credibility.

14. Name the tactics that are available to overcome clutter. How does variability

theory assist in this process?

Some tactics for overcoming clutter would be repetition, so the consumer could be

exposed to the ad several times, varying the ad in different settings, and using more

than one medium. Variability theory assists in this process by suggesting the advertiser

provide the same general message theme, just in different settings.

CRITICAL THINKING EXERCISES

Discussion Questions

1. Set within 140 square miles of pristine desert landscape and only 45 minutes

from Dubai, the Al-Maha Desert Resort & Spa is undeniably one of the world’s

most unforgettable resorts. This five-star luxury resort boasts unobstructed

panoramic views of the Hajar Mountains and the surrounding dunes. The Al-

Maha is designed to reflect a Bedouin encampment. Visit its Web site at www.al-

maha.com. Design an advertisement for Al-Maha based on one of the following

combinations of message strategy, appeal, and executional framework:

a. Hyperbole cognitive message strategy, humor appeal, and demonstration

execution

b. Emotional message strategy, emotional appeal, and sliceof-life execution

c. Conative message strategy, scarcity appeal, and informative execution

d. Emotional or resonance message strategy, sex appeal, and fantasy execution

e. Comparative message strategy, fear appeal, and testimonia lexecution

f. Emotional or resonance message strategy, music plusemotional appeal, and

fantasy execution

Readings from chapter 6 and 7 should be used to create the ads using the combinations

suggested above – i.e. message strategy, appeal and framework. E.g. an emotional

message strategy will focus on a couple/family planning a holiday experiencing a

romantic/family night out under the stars. The appeal will be romantic/happiness, and

a slice-of-life framework should be used.

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2. Select five advertisements from a magazine. Identify the message strategy,

appeal, and executional framework used in each. Do you think that the creative

selected the right combination for the advertisement? What other message

strategies, appeals, or executional frameworks would you have used?

A good classroom exercise where students either do this at home and bring in the

discussion the next week. Niveas magazine ad could be used to conduct a critical

analysis.

3. Select five television advertisements. Identify the message strategy, appeal, and

executional framework used in each. Do you think that the creative selected the

right combination for the advertisement? What other message strategies,

appeals, or executional frameworks would you have used?

A good classroom exercise where students either do this at home and bring in the

discussion the next week. KFC or McDonalds TV ad could be used to conduct a

critical analysis.

4. List three influential commercial spokespeople in yourcountry/region and

identify the brands that they endorse. Using the five characteristics discussed in

the chapter, evaluate each spokesperson. Next, make a list of three individuals

who are poor spokespeople. How do the good and the bad spokespeople differ?

Discuss.

Examples could be celebrities Catherine Zeta-Jones for Christian Dior, CEO Michael

Dell for Dell Computers, experts like Tiger Woods for Nike Golf. The five

characteristics that need to be used are: Credibility, Likability, Expertise,

Trustworthiness, and Attractiveness to examine the spokespeople.

5. The Dubai Metro, a driverless, fully automated metro network, is being built in

the city of Dubai in the United Arab Emirates. It will be the longest fully

automated rail system in the world when it opens in 2009. The first two lines will

run underground in the city center and on elevated viaducts around the emirate.

The goal is to provide an alternative mode of transport to ease congestion, save

passengers travel time, reduce traffic pollution, and improve mobility in Dubai.

The Dubai Metro is intended to provide transport coverage and reach to all

strategic areas of the city. Future plans involve lines into the suburbs. The

Marketing Director of the Road and Transport Authority (RTA) needs the

following issues to be addressed:

a. What type of message strategy should it use to encourage people to

use the Metro?

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This could vary but around a ‘cognitive’ message which is presented as a rational

argument or pieces of information to consumers. When a cognitive message strategy is

used, the advertisement’s key message is about the product’s attributes or benefits.

The Dubai Metro is the first of its kind in the entire Gulf region, hence it will be

something very novel to start off with. The product’s attributes is that this mono-rail is

going to be very modern, comfortable and safe. Benefits could include convenience

and a hassle-free journey to work, shopping and sight-seeing.

Furthermore a ‘Unique Selling Proposition’ (USP) message could be considered

given that this type of transport is the first of its kind among the Gulf Cooperation

Council (GCC) nations. The GCC nations include the Kingdom of Saudi Arabia

(KSA), Bahrain, Kuwait, Qatar, Oman, Yemen and the United Arab Emirates (UAE).

b. Based on the message strategy that you recommend, which executional

framework should be used? If the RTA intends to use a spokesperson, who

would you recommend?

Executional frameworks could include – Informative which matches a cognitive

message strategy and a slice-of-life or dramatisation which matches a USP message

strategy.

c. Will the type of media that you choose for the advertisement affect the message

strategy chosen? Explain.

Yes – news papers, magazines and brochures suit a cognitive message strategy linked

to an informative framework while TV suits a USP strategy linked to a slice-of-life or

dramatisation framework.

6. Marketers in India, the subcontinent, and the wider Gulf region are in a

dilemma whether to use popular Bollywood stars or Indian cricketers as

spokespersons or brand ambassadors for their products and brands. The

recently introduced Indian Premier League (IPL) cricket tournament has

catapulted Indian cricketers to stardom, and the sport is catching the

attention of advertisers looking for a better mix in their marketing

portfolios. Research the use of sports figures as brand ambassadors. Is

there a relationship between product type and the brand ambassador's

professional background? Discuss.

Bollywood stars are often brand ambassadors of perfumes, beauty and healthcare

products, examples include Fair & Lovely, Sunsilk shampoo, Dove cream and others.

Indian cricketers like Dhoni, Tendulkar and Yuvraj Singh are brand ambassadors for

many Fast Moving Consumer Goods (FMCG) these include beverages like Coke and

Pepsi, energy drinks like Gatorade and such as Pepsi, Coke, Colgate toothpaste, and in

milk flavouring products like Ovaltine and Horlicks. Recently Tendulkar signed up as

the global brand ambassador for Royal Bank of Scotland (RBS).

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INTEGRATED LEARNING EXERCISES

1. Animation is often used on Web sites to add to its appeal. Two sources of free

animation that can be used for your personal Web site or for a commercial Web

site are at www.camelotdesign.com and www.animationlibrary.com. Access each

site. What types of animation are available? How could animations be used to

enhance a commercial Web site?

Over the Edge (camelotdesign.com) offers a wide variety of free animations. They

have motion and cartoon characters that might make a Web site more fun and

interesting to visit.

Animation Library offers over 13,000 animations in a series of categories, including

postcards, clip art, and cartoons.

2. Current as well as past Super Bowl ads are available at www.superbowl-

ads.com. Access the site and compare Super Bowl ads over the last several years.

What types of message strategies were used? What types of executions were

used? Who and what types of endorsers were used? Compare and contrast these

three elements of ads over several years of Super Bowl ads.

Student answers will vary.

3. Most advertising agencies provide examples of advertisements on company

Web pages. The goal is to display the agency's creative abilities to potential

clients. Using a search engine, locate three different advertising agencies.

Locate samples of their work. Compare the ads produced by your three

agencies in terms of message appeals, executions, and spokespersons? What

similarities do you see? What differences do you see? Which agency, in your

opinion, is the most creative? Why?

Student answers will depend on the agencies chosen.

4. Access the following Web sites. For each one, identify the primary message

strategy used. What executional framework is present? Does the site use any

sources or spokespersons? What type of appeal is used? For each Web site,

suggest how the site could be improved by changing either the message strategy

or the executional framework or both. Be specific. Explain how the change

would improve the site.

a. Georgia Pacific (www.gp.com)

b. Playland International (www.playland-inc.com)

c. MGM Grand (www.mgmgrand.com)

d. The Exotic Body (www.exoticbody.com)

e. Cover Girl (www.covergirl.com)

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f. American Supercamps (www.americansupercamp.com)

g. Windmill Hill Place (www.windmillhill.co.uk)

Answers will vary depending on what information is on the Web site when it is

accessed.

5. Access the following Web sites. For each, identify and evaluate the primary

executional framework used. Is it the best execution, or would another execution

work better? Does the site use any sources or spokespersons? From Chapter 6,

what type of appeal is being used? For each Web site, suggest how the site could

be improved. Be specific. Explain how the change would improve the site.

a. Kellogg's Frosted Flakes (www.frostedflakes.com)

b. Bonne Bell (www.bonnebell.com)

c. MessageMedia (www.message-medai.com)

d. Jantzen (www.jantzen.com)

e. Jockey International (www.jockey.com)

Frosted Flakes uses Tony the Tiger, an animated spokestiger.

Bonne Bell uses a model or expert spokesperson.

Message Media uses a regular person.

Jantzen also uses a model, possibly a celebrity.

Jockey International uses models/regular people.

Other student answers will depend on the improvements suggested chosen.

Student Project: Creative Corner

This exercise requires student to select a message strategy, executional framework, and

spokesperson for banking company advertising.

CASES

Case 1 Peerless Marketing

(1) What type of message strategy should Delta Faucet Company utilize? Should it

be the same for all of the brands and in all of the markets (builders, plumbers,

customers)?

A case can be made for all three. Cognitive to explain the benefits. Affective to inspire

emotions regarding a luxurious bathroom. Conative to move each type of customer to

buy.

(2) What leverage point makes the most sense for Delta Faucet Company

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advertising?

Student answers will vary, in part based on the answer to question 1.

(3) What type of executional framework should be used in traditional

advertisements aimed at consumers?

Several are possible. Typical answers will probably be slice-of-life, demonstration,

testimonial, and authoritative.

(4) What type of executional framework should be used for print advertisements

aimed at contractors, builders, and plumbers? Why might it be different (or the

same) from ads aimed at consumers?

The three most common answers will probably be testimonial, authoritative, and

informative.

It makes sense that it would be the same, since plumbing is a practical matter;

however, it is also possible to make a case for a more emotional appeal based on

elements such as convenience and luxury, in the case of consumers.

(5) Should the company use a spokesperson? If so, which on of the four types should

be used? Justify your answers.

A case can be made for an expert or a regular person for the cognitive and rational

approaches.

Case 2 Hank's Furniture Mart

(1) What type of message strategy should Hank's Furniture Mart feature?

Student answers will vary. A case can be made for each type. A cognitive or rational

ad would focus on price quality. An emotional or affective strategy would mention the

warmth of home. A conative or action strategy would emphasize buy now before

they're gone.

(2) What type of executional framework should Hank's ads utilize? Which type of

appeal will the framework feature?

Student answers will vary depending on the choice of message strategy and the

combination of appeal with executional framework.

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(3) Who should be the spokesperson for the store, Hank, or a paid professional

actor?

Probably Hank.

(4) Design a print advertisement for Hank’s Furniture Mart.

Student answers will vary, but the ad should use the answers provided to earlier

questions.

Bonus Case

CHARITABLE COMPETITION

John Mulvaney was placed in charge of his company’s newest account, the United Way

Charities of Savannah, Georgia. This branch of the United Way had never retained the

services of an advertising agency but had gotten caught in the crush of competitive

problems in the past decade. Consequently, the organization decided it was necessary to

prepare more professional advertisements in order to succeed in the new millennium.

At the first meeting with the organization’s leaders, John discovered a world of

competition he had never envisioned. First of all, the number of charities competing for

contributions had grown exponentially in the past decade. Relief for terrorism and

disaster victims, women’s shelters, homeless shelters, performing arts facilities, veterans

groups, colleges and universities, minority organizations, Girl Scouts, Boy Scouts, and

dozens of other charities were in the marketplace for charitable dollars. Illnesses alone

included heart disease, lung disease, AIDS, MD (Jerry Lewis telethon), blindness, and

many others. Organizations representing these causes contact small and large donors

alike.

Second, bad publicity had tainted the entire industry. Church scams combined with

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spending abuses by leaders of other charities had created a negative impact. Many people

believe charities simply fund themselves, with very few of the dollars actually reaching

people in need. As a result, contributions had declined.

Third, a booming economy had created an odd effect. On the one hand, the number of

extremely rich people had grown, especially those associated with Silicon Valley. Many

of these individuals were actually trying to be effective altruists. Unfortunately, far too

many of these givers wanted to see their names on buildings rather than simply making

contributions to operating budgets. Also, prosperity (lower unemployment, fewer people

in poverty) had created a kind of complacency in which many regular givers had begun to

assume there was simply less need for charity.

The United Way had received major support from the NFL for more than 2 decades.

Visibility was high, and the organization had a solid base of donations. The goal was to

build on this base and combat the problems that had grown. John contacted his best

creative, Tom Prasch, to see what could be done.

Tom argued that the primary problem with United Way ads was that they were boring.

They typically showed a football player visiting a sick child or shaking hands with some

community leader. Viewers could tune them out easily. Tom said the United Way needed

something that would recapture the attention of John Q. Public. Tom told John and the

United Way that he believed strongly in the use of seven attention-getting factors:

• Intensity

• Size

• Contrast

• Repetition

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• Motion

• Novelty

• Familiarity

Intensity means that bright, loud, strong stimuli capture the attention of the

audience. A large-size billboard or full-page newspaper ad is more likely to be noticed

than something normal or small. Contrast is the difference between dark and light or loud

and soft. Repetition means something repeated has attention-getting value. Motion

captures attention, even in print ads where the illusion of movement can be created.

Novelty occurs when someone encounters a novel stimulus in a familiar setting (a new

piece of furniture in a living room will be immediately noticed). Familiarity means

finding something familiar in an unfamiliar setting such as seeing the Golden Arches in a

foreign country.

Tom suggested that the United Way had only one solid attention-getting factor: its

logo. It was highly recognizable from being repeated for so many years. None of the other

factors was featured in the ads.

John gave the United Way a major discount in billing for services. He also

constructed a very conservative budget. The group agreed that any endorser must

volunteer his or her time in order to serve. Then, they turned Tom loose to create a new

local campaign.

(1) Design a United Way campaign for the United Way of Savannah. Use Tom’s

attention-getting factors to create the ads.

Student answers will vary depending on the media selected. Television can employ

motion as well as contrast. Print media may rely more of familiarity and contrasts.

Billboards feature repetition.

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(2) Which media should the United Way use? Why?

Student answers will vary. Television is expensive but has a wider audience. Local

television and newspaper are suited to local campaigns.

(3) What kind of message strategy should be used? Why?

Probably a corporate approach. An affective strategy, moving people to give

contributions is also possible.

(4) What kind of executional framework should be used? Why?

Student answers will vary, but information is important. Additionally, demonstrations

of people being helped, testimonials, and others can highlight the organization’s

services.

(5) What kind of source or spokesperson will be best for this campaign? Defend

your choice.

Probably a celebrity in combination with real people who have been helped by the

organization would be the best spokesperson.

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