ppt_07 - 7 Advertising Design: Message Strategies and...

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RETL369 7-1 Chapter Overview Message strategies Executional frameworks Spokespersons and endorsers Principles of effective advertising Advertising Design: Message Strategies and Executional Frameworks 7
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RETL369 7-2 Marketing Communications A personal message delivered through a personal medium Sales rep. Customer service rap. Repair personnel A personal message delivered through an impersonal medium TV Radio Computer (Internet) Magazine Newspaper
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RETL369 7-3 Ad Message Strategies Advertising - preparing a personal message that will be delivered over an impersonal medium. Understand three types of message strategies, (cognitive, affective, and conative) and match them with the media chosen for an advertising campaign. Design effective leverage points and executional frameworks.
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RETL369 6-4 Hierarchy of Effects Model Awareness Knowledge Liking Preference Conviction Purchase Cognitive Affective Conative In general, a consumer moves through a series of six steps when being convinced to make a purchase. Leverage Point
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RETL369 6-5 Leverage Point Executional Framework Means-End Theory Personal Value Product Attributes Consumer Benefits Leverage point moves a consumer from understanding a product’s benefits to linking those benefits with personal values. A mean (message) leads the consumer to a desired end state (personal value).
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RETL369 7-6 Message Strategies Cognitive Affective Conative Resonance Emotional Generic Preemptive Unique Selling Proposition Hyperbole Comparative Action-inducing Promotional support
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Cognitive Message Strategies Utilize rational arguments or pieces of information that are presented to consumers. Generic messages: direct promotions of good or service attributes or benefits without any claim of superiority. brand leader and dominant in the industry Preemptive messages: be the first claims superiority based on a specific attribute or benefit of a product.
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Cognitive Message Strategies Unique selling proposition: an explicit, testable claim of uniqueness or superiority, which can be supported. Hyperbole: an untestable unsubstantiated claim
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This note was uploaded on 12/13/2011 for the course RETL 369 taught by Professor Dr.kim during the Fall '10 term at South Carolina.

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ppt_07 - 7 Advertising Design: Message Strategies and...

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