Capítulo 7 Clow y Baack
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Capítulo 7 Clow y Baack

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Del libro Publicidad, promoción y comunicación integral en marketing. de los autores Clow y Baack. Estas presentaciónes normalmente son de apoyo para el profesor, pero las comparto por si no las ...

Del libro Publicidad, promoción y comunicación integral en marketing. de los autores Clow y Baack. Estas presentaciónes normalmente son de apoyo para el profesor, pero las comparto por si no las han logrado obtener. El libro es genial.

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Capítulo 7 Clow y Baack Presentation Transcript

  • 1. 7 Chapter SevenAdvertising Design Message Strategies and Executional Frameworks Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 7-1
  • 2. Dove’s Social and 7 Fashion Advertising • 2007 – “Onslaught” • Social pressures of young girls • Does not mention Dove in ad • Age compression marketing • Body image issues • “Campaign for Real Beauty” – Dove Web site • Unilever Axe – sexually-oriented advertisingDiscussion Slide Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 7-2
  • 3. Advertising Design7 Message Strategies and Executional Frameworks Chapter Overview • Message strategies • Executional frameworks • Spokespersons and endorsers • Principles of effective advertising Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall7-3
  • 4. Message StrategiesCognitive Affective Conative Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 7-4
  • 5. Message StrategiesCognitive Affective Conative • Generic • Preemptive • Unique Selling Proposition • Hyperbole • Comparative Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 7-5
  • 6. Generic Cognitive Message StrategyAn ad for Koestler Granite& Marble using a genericcognitive messagestrategy. Click picture for video. Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 7-6
  • 7. Preemptive Cognitive Message StrategyAn ad for the WaterfrontGrill created by SartorAssociates using a pre-emptive cognitivemessage strategy. Click picture for video. Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 7-7
  • 8. An advertisementby Bonne Bell usingthe unique sellingproposition. Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 7-8
  • 9. Message StrategiesCognitive Affective Conative • Resonance • Emotional Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 7-9
  • 10. Advertisement by Cheerios using a resonance, affective message strategy.Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 7-10
  • 11. Message StrategiesCognitive Affective Conative • Action-inducing • Promotional support Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 7-11
  • 12. An advertisementby Fisher Boyencouragingconsumers toenter the contest. Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 7-12
  • 13. FIGURE 7.2The Hierarchy of Effects Model, MessageStrategies, and Advertising Components Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 7-13
  • 14. FIGURE 7. 3Executional Frameworks • Animation • Slice-of-life • Dramatization • Testimonial • Authoritative • Demonstration • Fantasy • Informative Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 7-14
  • 15. Animation• Originally only usedby firms with a smalladvertising budget.• Use has increaseddue to computergraphics technology.• Rotoscoping.• Clay animation. Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 7-15
  • 16. FIGURE 7. 4Components of a Slice-of-Life AdEncounter Problem Interaction Solution Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 7-16
  • 17. Slice-of-lifeA business-to-businessprint advertisement usinga slice-of-life executionalframework. The text asks: “If the average single female breaks up with 4.3 men, avoids 237 phone calls and ignores 79 red lights per year - What are the chances she’ll read your e-mail message?” Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 7-17
  • 18. DramatizationUse of the dramaexecutionalframework byUnited Airlines in atelevisionadvertisement. Click picture for video. Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 7-18
  • 19. Testimonials• Business-to-business sector• Service sector• Enhance credibility• Source • Customers • Paid actors Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 7-19
  • 20. TestimonialsUse of the testimonialexecution by DiamondSecurity in a televisionadvertisement. Click picture for video. Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 7-20
  • 21. Authoritative• Expert authority• Scientific or survey evidence• Independent evidence• Business-to-business ads• Cognitive processing• Specialty print media Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 7-21
  • 22. Demonstration• Shows product being used• Business-to-business sector• Television and Internet Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 7-22
  • 23. FantasyBeyond realityCommon themes  Sex  Love  Romance Perfume/CologneAn advertisement byJantzen using a fantasyexecutional framework. Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 7-23
  • 24. Informative• Used extensively in radio• Business-to-business usage• Key is buying situation• Level of involvement Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 7-24
  • 25. Sources and Spokespersons Celebrities CEOsSource Experts Typical persons Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 7-25
  • 26. FIGURE 7.6Top Hollywood Celebrity Endorsers• Catherine Zeta-Jones, T-Mobile, $20 million.• Angelina Jolie, St. John clothing, $12 million.• Nicole Kidman, Channel 5 perfume, $12 million.• Jessica Simpson, Guthy-Renker direct response TV, cosmetics, $7.5 million.• Gwynweth Paltrow, Estee Lauder fragrances, $6 million.• Charlize Theron, Dior fragrance, $6 million• Julia Roberts, Gianfranco Ferre fashion, $5 million• Brad Pitt, Heineken beer, $4 million. Source: Adapted from Gail Schiller, “Top 10 Ad Deals,” Adweek, Vol. 47, No. 17 (April 24, 2006), pp.20-22. Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 7-26
  • 27. FIGURE 7.7Top 10 Earnings of Dead Celebrities Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 7-27
  • 28. FIGURE 7.6 Characteristics of Effective Spokespersons CredibilityAttractiveness Similarity Likability Trustworthiness Expertise Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 7-28
  • 29. Endorsers Celebrity Endorser Bo DerrickCopyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 7-29
  • 30. ReebokUses Rappers to reach the youth market. Click to play clip from Reebok VIDEO Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 7-30
  • 31. Matching Source Types and Characteristics• Celebrities • Tend to score high in credibility • Negative publicity • Endorsement of too many products• CEO • Trustworthy, expertise, and some credibility • Must exercise care in selection• Expert • Seek experts who are attractive, likable, trustworthy • Valid credentials important• Typical person • Multiple typical persons increase credibility • Real-person • Actor Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 7-31
  • 32. FIGURE 7.8Creating an Advertisement Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 7-32
  • 33. FIGURE 7 . 10Principles of Effective Advertising • Visual consistency • Campaign duration • Repeated taglines • Consistent positioning- avoid ambiguity • Simplicity • Identifiable selling point • Create an effective flow Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 7-33
  • 34. FIGURE 7. 11Which Taglines Can You Identify? 1. A diamond is forever. 2. Be all you can be. 3. Can you hear me now? 4. Don’t leave home without it. 5. Just do it. 6. Look Mom, no cavities. 7. The ultimate driving machine. 8. What can brown do for you? 9. We try harder. 10. You deserve a break today. Answers: 1) DeBeers 2) US Army 3) Verizon 4) American Express 5) Nike 6) Crest 7) BMW 8) UPS 9) Avis 10) McDonald’s Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 7-34
  • 35. Beating Ad Clutter• Presence of competitor ads• Repetition• Variability Theory• Multiple mediums• Create ads that gain attention• Create ads that relate to the target audience Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 7-35
  • 36. Advertisement for The Socoh Group Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 7-36