x509212 integrated marketing week4 ad design2
TRANSCRIPT
ADVERTISING DESIGN PART 2
X50.9212 Integrated Marketing – Week 4
Agenda
• Different messaging strategies• Executional frameworks• Selecting a source or spokesperson• Principles of effective ad design
Messaging StrategiesCOGNITIVE • Generic • “Intel Inside”
• Preemptive • Being the first to make a claim
• Unique selling proposition • Substantiated claim of uniqueness
• Hyperbole • Unproven claim, extreme
• Comparative • Aim at competition
AFFECTIVE • Resonance • Connect product with experiences (nostalgia, memories, etc.)
• Emotional • Evoke powerful emotions
CONATIVE • Action-inducing • POP/encouraging impulse buys
• Promotional support • Support for campaign; e.g. coupons, sweepstakes forms, etc.
Executional Frameworks
• How an ad is presented• Animation• Slice-of-life, solutions to problems• Dramatization, S-O-L + added excitement• Testimonial• Authoritative, expert• Demonstration• Fantasy, e.g. perfume ads• Informative
Sources and Spokespersons
Source PROS CONS
Celebrity • • •
• • •
CEO • • •
• • •
Expert • • •
• • •
Everyday People • • •
• • •
Source CharacteristicsCelebrities CEOs Experts Everyday
Credibility • • •Attractiveness • • •Trustworthiness • • • •Similarity •Expertise • • •Likeability • • •
Effective Ad Design
• Visual consistency• Campaign duration• Repeated taglines• Consistent positioning • Simplicity• Identifiable selling points• Effective flow
HOW CAN YOU BEAT THE CLUTTER?
ADVERTISING DESIGN PART 2
X50.9212 Integrated Marketing – Week 4