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10 - 08 - 09 - Chapter 7 Strategies and frameworks Message...

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10-08-09 Chapter 7 Strategies and frameworks - Message Stratgies o Cognitive Generic Preemeptive Unique selling proposition Hyperbole Comparative o Affective Resonance Emotional o Conative Action inducing Promotional Supprt - Executional Framework o Animation Use by firms with small budgets Increased due to advances in cgi Claymation o Slice of life Encounter Problem Interaction
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Solution o Testimonials Business to business ads Service sector Enhance credibility Source Customers Paid actors o Authoritative Expert, Scientific or survey authority Independent evidence (Seals of approval, consumer reports) Business to business ads Cognitive processing Specialty Print media o Demonstration Shows Product use Business to business sector Video/Tv/internet o Spokesperson Celebrities CEOs Experts Typical Persons - Source Characteristics
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o Credibility Attractiveness
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