Integrated Advertising, Promotion, and Marketing Communications

Integrated Advertising, Promotion, and Marketing
Communications
Eighth Edition
Chapter 6
Advertising Design
Copyright © 2018, 2016, 2014 Pearson Education, Inc. All
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Chapters 6 presents information about advertising design. This
chapter focuses on types of message strategies, appeals, and ad
executions.
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Chapter Objectives
6.1 How are message strategies used in designing effective
advertisements?
6.2 What are the seven main types of advertising appeals?
6.3 What role does the executional framework play in
advertising design?
6.4 How are source and spokesperson decisions related to
advertising design?

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These are the objectives for Chapter 6.
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Adweek Media and Harris Interactive Survey
Ads somewhat or very interesting (55%)
Ads not interesting at all (12%)
Ads very influential in purchase decisions (6%)
Ads somewhat influential in purchase decisions (29%)
Nearly half of 18-34 year-olds influenced by advertising
37% of 35-44 year-olds influenced by advertising
28% of individuals 45+ influenced by advertising
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Adweek Media and Harris Interactive conducted a survey of
consumers about their attitudes toward advertising. 55% said
ads were somewhat or very interesting compared to only 12%
who said advertising was not interesting at all. About 6% said
ads were very influential in the purchase decisions they made,
and 29% said ads were somewhat influential in purchase
decisions. About half of the survey respondents in the 18 to 34
year-old age bracket were influenced by advertising. The
percentage dropped to 37% for individuals 35 to 44 and 28% for
individuals 45 and older.
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McGarry Bowen
Founded 2002
Strategic approach
Agency of the Year – 2009, 2011
New York, Chicago, London
Full-service approach
Hire and believe in people

Storytelling
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The mcgarrybowen advertising agency was founded in 2002
with the design to be both “gracious” and “tenacious.” Over the
past decade, it has picked up an impressive list of clients such
as Chevron, Canon, Disney, JP Morgan, Kraft, Oscar Mayer,
and Pfizer. It is a full-service agency with offices in Chicago,
New York, and London. The agency believes in people and
emphasizes collaboration among employees and with clients. To
achieve marketing goals, the creative staff utilizes a storytelling
approach and strategic planning. Rather than integration, the
goal is unification.
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Chapter Overview
Message strategies
Appeals
Executional frameworks
Sources
Spokespersons
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This chapter examines three primary advertising design issues –
message strategies, appeals, and ad executions. While discussed
separately, decisions about ad design incorporate all three
elements. The last topic in the book addresses sources and
spokespersons. The chapter examines characteristics of good
sources and different types of spokespersons that can be used.
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Figure 6.1 Message Strategies
Cognitive
Generic
Unique selling proposition
Hyperbole
Comparative
Affective
Resonance
Emotional
Conative
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The message theme outlines the key ideas in an advertisement.
It is a central part of the creative brief. The message then can be
created using a number of different message strategies, the
primary tactic or approach used to deliver the message theme.
Message strategies can be divided into three main categories
that correspond with the three components of attitude –
cognitive, affective, and conative.
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Message Strategies (1 of 3)
Cognitive
Generic
Preemptive
Unique selling proposition
Hyperbole
Comparative
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A cognitive message strategy presents rational arguments or
pieces of information to consumers. Cognitive message
strategies are designed to influence the cognitive component of
attitude, which deals with beliefs and knowledge. Cognitive
message strategies can be divided into five types – generic,
preemptive, unique selling proposition, hyperbole, and
comparative.
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Generic Cognitive Message Strategy
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A generic cognitive message strategy promotes a brand’s
attributes or benefits without any claim of superiority. In this
advertisement, Community Trust Bank states that checks can be
deposited anytime and anywhere.
The ad shows a check being pulled into a mobile phone with the
community trust icon highlighted, captioned, on the go, and a
check sliding through a remote check scanner, captioned, or
from your office.
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Preemptive Cognitive Message Strategy
Claim of superiority based on attribute or benefit
Prevent competition from making same claim
First to state advantage
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A preemptive cognitive message strategy makes a claim of
superiority based on a product’s specific attribute or benefit

with the intent of preventing the competition from making the
same claim.
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Unique Selling Proposition Cognitive Message Strategy
An advertisement by P & S Surgical Hospital using the unique
selling proposition.
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A unique selling proposition message strategy focuses on a
testable claim of uniqueness or superiority. This ad for P & S
Surgical highlights its ratings by two different agencies and
claims to be the “best smaller-sized hospital.”
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Hyperbole Advertising Cognitive Message Strategy
Untestable claim
Does not require substantiation
Popular cognitive approach
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A hyperbole cognitive message strategy is an untestable claim
based on some attribute or benefit. It does not require
substantiation, which makes it a popular cognitive strategy
approach. Notice this ad uses hyperbole with the statement, “I
found something better.”
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Comparative Advertising Cognitive Message Strategy
Direct or indirect comparisons

Real or fictitious competitor
Advantage – captures attention
Brand awareness increases
Message awareness increases
Negative – less believable, negative attitude
Negative comparative ad
Spontaneous trait transference
Choose comparisons carefully
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A comparative cognitive message strategy focuses on a direct or
indirect comparison to a competing brand. The brand can be
real, mentioned, or fictitious. The advantage of comparative ads
is that they tend to capture attention. Brand awareness and
message awareness tend to be higher. The negative aspect is
that they can be less believable and can create a negative
attitude. This is most likely to occur when a negative
comparison approach is used in the ad, downgrading the
competing brand. If the consumer does not believe the ad, then
spontaneous trait transference can occur, which is placing the
negative trait on the advertised brand instead of the competitor.
It is important to choose competitors wisely in making
comparisons.
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Affective
Resonance
Emotional
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Advertisements that invoke feelings or emotions are affective

message strategies. These messages attempt to enhance the
likeability of a product, recall of the message, and
comprehension of the message. The two types of affective
message strategies are resonance and emotional. Resonance
advertising connects a product with a consumer’s experiences
from the past in order to develop a bond with the brand. Often,
advertisers will use music from that generation to create an
emotional bond. Emotional messages attempt to elicit emotions
that will lead to product recall and choice. Many different
emotions can be connected with a product. Emotional messages
are used in both consumer and business-to-business advertising.
Affective message strategies help develop brand equity by
creating an emotional bond with the brand.
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Affective Message Strategy (1 of 2)
Invokes feelings or emotions
Attempts to enhance likeability
Resonance Advertising
Connects with consumer experiences
Comfort marketing
Emotional Advertising
Emotions lead to recall and choice
Consumer and b-to-b markets
Leads to positive feelings
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Affective message strategies invoke feelings or emotions with
the goal of enhancing likeability, recall, and comprehension.
Affective strategies can be resonance or emotional. Resonance
advertising connects a brand with a consumer’s experience. A
new form of resonance advertising is comfort advertising.
Comfort advertising encourages consumers to purchase a brand
rather than a generic product because brands have stood the test

of time, and consumers can take comfort in them. Emotional
advertising elicits powerful emotions that lead to recall and
choice. Used in both consumer and b-to-b markets, emotional
advertising can lead to more positive feelings about a brand.
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Affective Message Strategy (2 of 2)
Advertisement for South Walton, Florida uses an affective
message strategy
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This ad for South Walton, Florida uses an emotional affective
message strategy.
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Conative
Encourage customer action
Support promotional efforts
Impulse buys
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Conative message strategies are designed to lead directly to
some type of action or response. The strategy encourages
consumers (or businesses) to act in some way, to do something
like make an inquiry or access a website for more information.
It can be tied with some type of promotion like a coupon,
contest, or sweepstake.
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An Advertisement for Cub Cadet Encouraging Immediate

Action!
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This ad for Cub Cadet uses a conative message strategy because
it encourages consumers to make an immediate purchase.
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Figure 6.2 The Hierarchy of Effects Model and Message
Strategies
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Because message strategies correspond to the components of
attitude, they can be matched with the different stages of the
hierarchy of effects model. Cognitive strategies deal with
awareness and knowledge. Affective strategies deal with
emotions and the stages of liking, preference, and conviction.
Conative strategies encourage action and match the purchase
phase of the model.
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Figure 6.3 Types of Appeals
Fear
Humor
Sex
Music
Rationality
Emotions
Scarcity

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Advertisers have seven different types of appeals they can use.
The type of appeal chosen should be based on the creative brief
and the objectives of the ad campaign. If a means-end chain has
been developed, then ideas on which appeal would work the
best can be generated. While almost any appeal can work in any
situation, some appeals would be more appropriate than others.
In some cases, a particular appeal may be unacceptable to the
target audience or to the client.
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Fear Appeal (1 of 2)
Fear appeals are common
Fear increases interest and is memorable
Severity and vulnerability
Severity – level of consequence
Vulnerability – probability of event occurring
Response efficacy
Intrinsic reward
Extrinsic reward
Response costs
Self-efficacy
Response efficacy
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Fear appeals are common and are used for products ranging
from insurance, to home security systems, to deodorant. Fear
appeals increase interest and are remembered by individuals.
Severity is the level of consequence that will occur, and
vulnerability is the probability of the event happening.
Response efficacy is the likelihood that a change in behavior or
actions will result in a desirable positive consequence. Intri nsic

reward is the internal satisfaction, and extrinsic reward is the
value of the event or reward received. Response cost is the cost
or sacrifice the person will need to make to obtain the reward.
Self-efficacy is the confidence a person has in his/her own
ability to engage in the action, or to stop an undesirable
behavior. All of these factors influence the effectiveness of an
ad using a fear appeal.
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Figure 6.4 Behavioral Response Model
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The behavioral response model explains how fear appeals work.
For a product such as a home security system, an ad can focus
on severity, what happens when a home is broken into, or
vulnerability, the probability of it actually occurring. The ad
can show the negative consequences of such an event. An ad can
show the intrinsic and extrinsic rewards from installing a
security system. Response efficacy can be illustrated by the
alarm going off when a burglar tries to enter, and the police are
called. Peace of mind and security are then shown as the
positive consequence.
a negative behavior or incident relates to intrinsic and extrinsic
rewards, response costs, self-efficacy, vulnerability, and
severity. Severity and vulnerability lead to a negative
consequence. Response costs and self-efficacy lead to a
behavior change or action. A behavior change or action leads to
intrinsic and extrinsic rewards, or response efficacy, which in
turn leads to a positive consequence.
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Fear Appeal (2 of 2)

Appeal strength
Low – not noticed
High – ignored
Moderate – works best
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This business-to-business ad uses a fear appeal with the
headline “We won’t hang you out to dry.” The copy then
explains what ReRez can do for a business that wants marketing
research. The fear appeal is strong enough to get attention,
especially the visual, but not so strong that it is ignored.
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Humor Appeal (1 of 2)
Excellent for getting and keeping attention
Used in 30% of T V and radio ads
Humor causes consumers to
Watch
Laugh
Remember
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Humor is an excellent appeal for getting and keeping someone’s
attention. Humor is used in about 30% of television and radio
ads. Humor causes individuals to stop what they are doing,
watch, laugh at, and then remember the ad. In recall tests,
consumers most often remembered humorous ads over ads with
other types of appeals. The best results occur when the humor is
connected naturally with the product.
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Humor Appeal (2 of 2)
Advantages of humor
Piques interest
Increases recall and comprehension
Elevates mood
Problems with humor
Offensive
Overpowers message
Humor should focus on product
International usage
Humor often rooted in culture
Humor varies across countries
Good humor difficult to achieve
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Humor appeals offer a number of advantages. Humor piques
consumer interest. Humor increases recall and comprehension of
ads. Humor elevates people’s moods, and if people feel good
about an ad, they tend to think positively about the brand being
advertised. Problems occur when the humor is offensive or
overpowers the message. At times, people can recall an ad and
describe it in detail, but not remember the brand being
promoted. When that occurs, the ad has failed. To prevent the
humor from overpowering the message, the humor should focus
on the product and not stand alone. Humor is rooted in culture,
so what is funny in one country is not likely to be funny in
another. Good humor that is remembered and that is connected
with the brand is difficult to achieve.
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Figure 6.5 Reasons for Using Humor in Ads
Captures attention
Holds attention

Often wins creative awards
High recall scores
Consumers enjoy funny ads
Evaluated as likeable ads
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Advertisers use humor because it works. It captures attention. It
holds people’s attention. Humor often wins creative awards at
competitions. Humor produces a high level of recall on recall
tests. People enjoy humor; they like to laugh. When comparing
ads, most people evaluate humorous ads as ones they like best.
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Figure 6.6 Sexuality Approaches
Subliminal techniques
Sensuality
Sexual suggestiveness
Nudity or partial nudity
Overt sexuality
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Advertisers have five different approaches they can use with sex
appeal. They range from very subliminal messages to overt
sexuality.
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Sex Appeal
Breaks through clutter
Use has increased
Effectiveness has declined
Advertisers shifting to more subtle sexual cues

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Sex appeals are often used to break advertising clutter. The use
of sex appeals has increased in the United States and in many
other countries. The problem is that sex appeals may not carry
the impact they used to because children are growing up
exposed to sexual themes all around them. As a result, many
advertisers are moving to more subtle sexual clues and a softer
sexual approach.
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Subliminal Cues Sex Appeal
Sex cues or icons placed in ads
Goal is to affect subconscious
Not effective
Ad clutter requires stronger ads to get attention
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Placing sexual cues or icons in an advertisement with the idea
of affecting the subconscious is subliminal advertising. The cue
or icon should not be easily noticeable. Research has shown that
subliminal advertising does not work. It is not effective. If it
did, there would not be a need for overt sexual advertising. Ad
clutter requires stronger ads that get attention.
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Sex Appeal Approaches (1 of 2)
Sensuality
Women respond more favorably
More sophisticated
Relies on imagination
Sexual suggestiveness

Hints about sex
Sexual theme
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The sensuality approach conveys sex, but in a loving, romantic
way. Women respond more favorably to a sensuous approach. It
is viewed as more sophisticated and relies on a person’s
imagination. Because it relies on imagination, the viewer can
put their own positive spin on what they think will occur.
Images of romance and love can be more enticing to viewers of
an ad than raw sexuality. Sexual suggestiveness is a stronger
hint about having sex, or a sexual theme. Recent ads have
focused on women watching men who were shirtless or nearly
nude, suggesting sexual fantasies that could occur with the man.
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Sex Appeal Approaches (2 of 2)
Nudity or partial nudity
Used for wide variety of products
Attract attention
Not always designed to elicit sexual response
Underwear commercials
Overt sexuality
Acceptable for sexually-oriented products
Used to break through ad clutter
Often used for a shock effect
Danger of being offensive
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Nudity and partial nudity is used in advertising for a var iety of
reasons and for a wide variety of products. Some products are
related to sex, others have nothing at all to do with sex. One

primary reason nudity and partial nudity is used in ads is to
attraction attention. It is not always designed to elicit a s exual
response. For instance, underwear commercials may be just
promoting garments, not trying to convey the idea that the
underwear is sexy. Overt sexuality in ads is acceptable for
sexually-oriented products. It can be used to break through ad
clutter. It is often used for shock value, to get people’s
attention. The major danger of an overt sexual approach is that
it can offend people. When that occurs, it creates a negative
image and attitude towards the brand.
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Figure 6.7 Factors to Consider Before Using Decorative Models
Improves ad recognition, not brand recognition
Influences emotional and objective evaluations
Produces higher purchase intentions when the product is
sexually relevant
Attractive models produce a higher level of attention than less
attractive models
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Before using a decorative model, companies should consider
several factors. First, using decorative models does improve ad
recognition, but it does not improve brand recognition.
Recalling the ad but not the brand is not good. Second,
decorative models influence emotional and objective
evaluations of the product for both male and female audiences.
Third, decorative models produce higher purchase intentions
when the product is sexually relevant. Fourth, attractive models
produce higher levels of attention than less attractive models for
both males and females.
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Are Sex Appeals Effective?

Increase attention
Brand recall lower
Physiological arousal
Cognitive impressions
Like versus dislike
Societal trends
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Are sex appeals effective? Ads with sexual themes do attract
attention. However, brand recall may be lower. Overt sexual
ads, overt sexual cues, and nudity will increase physiological
arousal. The cognitive impressions made in ads with sex appeals
vary depending on the viewer. If the person likes the ad, then a
positive cognitive impression is made of the brand. If they
dislike the ad, then a negative cognitive impression is made of
the brand. Societal trends also impact the use of sex appeals,
especially in global markets.
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Disadvantages of Sex Appeals
Creates dissatisfaction with one’s body
Females
Males
Stereotyping of females
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Sexual appeals in advertising are not all positive. A number of
disadvantages are present. Using sex in advertising today has
less influence because sex is common on television and in
movies. Sexual themes interfere with brand recall and affect ad

comprehension. A negative societal consequence is that such
appeals may cause a greater dissatisfaction with the viewer’s
own body. Females feel they are too fat. Males feel they are not
strong or muscular enough. Sex appeals have also led to
stereotyping problems with females.
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Criteria Ads That Objectifies Women
Badger & Winters Agency
Does woman have choice or voice?
Is she just a sexually provocative body part?
Photo manipulated?
Comfortable if sister, best friend or yourself?
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Because of criticism that ad objectifies women, Badger &
Winters agency developed these four criteria. Does the woman
have a choice or voice in the situation? Is she posed in a
sexually provocative way that she is a mere body part? Has the
image been manipulated or modified where it does not look
humanly achievable? Would you be comfortable seeing your
sister, friend or yourself in the ad?
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Music Appeals (1 of 3)
Connects with emotions and memories
Has intrusive value
Gains attention
Increases the retention of visual information
Better recall
Can increase persuasiveness
Stored in long-term memory

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Music is an important part of advertising. It connects with
emotions and generates memories. It has intrusive value and
gets attention. Music increases the retention of visual
information. It produces higher recall scores and can i ncrease
persuasiveness. Music tends to be stored in long-term memory,
and consumers often tie particular music to a specific brand of
product.
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Variety of roles in advertisements
Incidental to ad
Primary theme
Selecting the music
Familiar tune
Write a jingle
Background or mood music
Solicit music for an advertisement
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Music can play a variety of roles in ads. It can be incidental to
the ad, hardly noticed by viewers, or it can be the central theme
of the ad. The role it will assume impacts the type of music that
will be selected. Advertisers can use a familiar tune, or they can
write a jingle or new song. Music can be for background
purposes or to create a certain mood as the ad progresses. In
recent years, advertisers have solicited musicians to create
songs for ads rather than purchasing familiar tunes and adapting
them to the ad.
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Advantages of music appeals
Consumers have affinity with existing songs
Brand awareness, brand equity, and brand loyalty become easier
Emotional affinity transference to brand
Popular songs expensive
Alternative methods
Musicians see ad songs as way to be heard
Songs posted on YouTube and other sites
Occasionally full song becomes popular
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Music appeals offer a number of advantages. Consumers have
an affinity with existing songs, so when an existing song is
used, consumers have already heard it and most have developed
emotions with it. Brand awareness, brand equity, and brand
loyalty become easier with music appeals. Even for new songs
such as “It Doesn’t Get Better Than This”, consumers transfer
affinity and positive feelings from the song to the brand. One
reason mcgarrybowen sent a creative brief to musicians and
asked them to write a song is that to purchase the rights to
current popular songs can be extremely expensive. Musicians
have become more open to writing and performing songs for
ads. It is a way to be heard. Songs are often posted on YouTube
and other sites. Occasionally, the full song version of a tune
written for an ad will become popular and move to radio
stations and other popular music outlets.
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Rational Appeals
Based on hierarchy of effects model
Active processing of information
Media outlets

Print media and Internet best mediums
Business-to-business
Print media, trade publications
Information search by buying center members
Product attributes
Complex and high involvement products
If processed, excellent at changing attitudes
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Rational appeals are based on the hierarchy of effects model
and the sequence of steps outlined in the model. It implies
active processing of information. Rational appeals work best for
print ads where longer copy can be inserted and online where
there is very little limit to what copy can be inserted. Rational
appeals are common in business-to-business ads, again in print
media, especially trade publications. When members of the
buying center are searching for information, ads using rational
appeals can be effective. Rational appeals work well for
complex and high involvement products. If a person processes
the information in a rational ad, it is excellent at changing
attitudes. The key is will consumers stop and look or listen to
the ad and process the information?
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Figure 6.8 Reasons for Using Emotional Appeals
Consumers ignore most ads
Rational ads go unnoticed
Emotion captures attention
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Emotional appeals are often used because consumers tend to

ignore ads, and emotional themes tend to be noticed more.
Rational appeals, especially, are often ignored unless the person
is in the market for that particular product.
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Emotional Appeals
Brand loyalty
Key to developing brand loyalty
Creates bond with brand
Business-to-Business
Used more frequently (25%)
Emotions important in business decisions
Media outlets
Television best medium
Internet
Work well when tied with other appeals
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Most advertising creatives believe that emotions are the key to
developing brand loyalty. Emotions and feelings will create
bonds with a brand. Emotional appeals are becoming more
common in B-to-B advertising and are now used in about 25%
of all business ads. The rationale is that business buyers are
people also, and even in business decisions, emotions ar e an
important component. Emotional appeals work really well for
television where people can see and hear the emotions. They
also work well on the Internet. Emotional appeals work well
with other types of appeals and are often combined with other
appeals like humor.
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Scarcity Appeals
Based on limited supply
Based on limited time to purchase

Often tied with promotion tools such as contests, sweepstakes,
and coupons
Encourage customers to take action
Copyright © 2018, 2016, 2014 Pearson Education, Inc. Al l
Rights Reserved
Scarcity appeals urge consumers to make a purchase now
because of some type of limitation. Often that limitation is a
limited supply, which means products must be purchased before
they are all gone. It can be based on limited time. You only
have 5 days or one week, or just one hour. Scarcity appeals are
often tied to other promotions such as contests, sweepstakes,
and coupons. The concept is to encourage customers to take
action immediately, or it will be too late.
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Figure 6.10 Executional Frameworks
Animation
Slice-of-life
Storytelling
Testimonial
Authoritative
Demonstration
Fantasy
Informative
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An executional framework signifies the manner in which an
advertising appeal will be presented. It should be chosen in
conjunction with an advertising appeal and a message strategy.
There are eight different executions that can be used. While
almost any execution can be used with any appeal and message

strategy, there are logical combinations, and there are some
combinations that do not work well together. For instance, a
common combination would be emotional appeal, affective
message strategy, and slice-of-life execution. A combination
that would be difficult to pull off would be rational appeal,
affective message strategy, and demonstration execution.
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Animation
Originally – cheap method
Usage has increased
Enhanced graphics technology
Rotoscoping
Costs coming down
Business-to-business use
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Animation was originally a cheap way to advertise. Companies
that could not afford actors, used animation. Animation usage
has increased, and is often now a chosen method of advertising.
The skill and quality of animation has improved greatly in the
last 20 years. One technique, known as rotoscoping, involves
drawing animated characters into scenes with live characters.
Rotoscoping also can be used to merge live video scenes to
make it look like it really happened or all occurred at the same
time. The costs of animation have come down in recent years
which makes it more appealing to advertisers. Animation is now
used even for B-to-B advertising.
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Figure 6.11 Components of a Slice-of-Life Ad

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The slice-of-life execution was made popular by Procter &
Gamble in the 1950s. The basic premise is the introduction of a
problem that a product solves. Slice-of-life has four distinct
stages. It opens with an encounter between people or with a
situation. A problem occurs. Then there is interaction, which
can be a voice-over or conversation between two people. Then
comes the P & G product that solves the problem. The typical
detergent scenario is of a child’s uniform getting dirty and now
it is not available for the championship game. The mother
interacts with a neighbor who recommends Tide or Cheer, and
the uniform is clean. All are happy as the child runs out onto
the field in a clean uniform.
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Storytelling
Resembles 30-second movie
Plot or story
Brand is at periphery
Viewers draw own conclusions
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Storytelling is similar to the slice-of-life execution, but does
not include an encounter where the brand solves the problem.
Storytelling resembles a 30-second movie, with a plot. The
brand is at the periphery of the ad, not the central focus. Rather
than tell a brand’s benefits or attributes, the audience is left to
draw their own conclusions.
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Testimonials
Business-to-business sector

Service sector
Enhance credibility
Source
Customers
Paid actors
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Testimonials are used in the business-to-business sector and the
service sector. Testimonials involve customers giving
testimonies about a product or service. Testimonies can enhance
the credibility of a product. The testimonies can be given by
real customers or by paid actors. Real customers are more
believable, but lack polish for a TV ad. Paid actors sometimes
look like paid actors, and the testimony benefits are lost.
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Authoritative
Expert authority
Scientific or survey evidence
Independent evidence
Business-to-business ads
Cognitive processing
Specialty print media
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When using the authoritative execution, advertisers seek to
convince consumers of the product’s superiority. The most
common approach is to use some type of expert authority, such
as a doctor, dentist, lawyer, or electrician. Scientific evidence
or even survey evidence can be used to support the claim. It
works best if the evidence is independent, such as J.D. Powers
& Associates or Consumer Reports. The authoritative approach

is used in business-to-business ads, especially in trade journals.
Authoritative executions rely on cognitive processing of the
information, so they work best with print media where copy can
be supplied.
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Demonstration
Shows product being used
Business-to-business sector
Television and Internet
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A demonstration execution shows how a product works. A
demonstration is an effective way to communicate the benefits
of a product to viewers. It is used in business-to-business
advertising to show how a product can meet the needs of a
business. It works best for television and the Internet.
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Fantasy
Beyond reality
Common themes
Sex
Love
Romance
Perfume/cologne
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Fantasy executions lift the audience beyond reality to a world of
make-believe. Some are meant to be realistic, but most are
fantasies that are irrational and would never really happen. The
most common themes for fantasy executions are sex, love, and

romance. As a result, fantasy executions work well for perfume
and cologne. They also work well for clothing and vacation
destinations. A few business-to-business ads have featured
fantasies, but the danger is that customers will not take the
business firm seriously.
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Informative
Used extensively in radio
Business-to-business usage
Key is buying situation
Level of involvement
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Informative executions present information to the audience in a
straightforward manner. They are used extensively in radio,
often by DJs. Informative ads are less common in television and
in print. Informative ads are common with business-to-business.
The key to whether individuals pay attention is the buying
situation. If someone is looking for a particular product, then
they may notice the informative ad. Level of involvement is
important. Consumers and business buyers have to be involved
at the time to notice informative ads. Placement is also
important. Ads placed next to an article on the topic are more
likely to be noticed.
50
Sources and Spokespersons
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Selecting the right source and spokesperson for an

advertisement is a critical decision. Advertisers have four
choices – celebrities, CEOs of companies, experts from various
fields, and typical persons.
51
Celebrity Spokespersons
Most common
Featured in 6% of ads
Enhance brand equity
Create emotional bonds
More effective with younger consumers
Athletes popular
Establish brand personality
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The most common type of spokesperson is the celebrity. They
are featured in about 6% of all ads. A celebrity can enhance
brand equity and create emotional bonds with the brand.
Celebrities are more effective with younger consumers than
with older individuals. Athletes are a popular category of
spokespersons. Celebrity spokespersons can be used to establish
a brand’s personality.
52
Additional Celebrity Endorsements
Celebrity voice-overs
Quality voice
Voice recognition
Can be distraction
Dead-person endorsements
Somewhat controversial
Becoming more common
Social media endorsements

Paid to endorse products
Paid to post tweets, comments
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Three additional categories of celebrity endorsements are:
celebrity voice-overs, dead-person endorsements, and social
media endorsements. Celebrity voice-overs are used because of
the quality of their voice. Sometimes it is because the voice can
be recognized and will influence consumers. At other times, the
voice-over is a distraction because consumers pay too much
attention to the voice and don’t hear the brand message. The
last category, dead celebrities, is somewhat controversial. It is
becoming more common because they can’t bring negative
publicity to themselves or the brand. The newest form of
celebrity endorsements is with social media. Celebrities are paid
to post positive comments about a brand on social media, such
as Twitter.
53
Spokespersons
C E O s
Highly visible and personable
Can be major asset
Used by local companies
Experts
Expert in their field
Authoritative figures
Typical persons
Paid actors
Typical, everyday people
Rights Reserved

CEOs can be used as spokespersons. They work well if they are
highly visible and personable. They can be a major asset to a
company. They work especially well for local companies where
consumers in that area know them personally, or at least have
met them. Expert spokespersons should be experts in their
fields. They then serve as authoritative figures and can provide
expert opinions. The last category is typical persons. They can
be either paid actors who portray a typical person, or everyday,
ordinary people.
54
Figure 6.13 Characteristics of Effective Spokespersons
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In evaluating sources, companies and ad agencies consider
several characteristics. The effectiveness of the spokesperson
depends on his/her degree of credibility. The level of
credibility is determined by five factors – attractiveness,
trustworthiness, similarity, expertise, and likability.
55
Credibility Source Characteristics
Derived from five characteristics
Acceptance of individual and message
Believable
Most sources do not score high in all characteristics
Celebrities most likely to possess all characteristics
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Source credibility is derived from five characteristics:

attractiveness, trustworthiness, similarity, expertise, and
likability. Credibility determines the level of acceptance of the
individual and his/her message. Credibility translates into the
spokesperson being believable. Most sources do not score high
on all of the dimensions. Celebrities are the most likely to
possess all of the characteristics, at least to some degree.
56
Attractiveness Source Characteristics
Physical attractiveness
Personality attractiveness
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Attractiveness deals with both physical attractiveness and
personality attractiveness. To be attractive, the spokesperson
needs both. Someone who is physically attractive but has a
rotten personality will not be a good spokesperson. Individuals
who are physically attractive will be seen as more credible than
less attractive people.
57
Similarity Source Characteristics
Closely related to attractiveness
Allows for identification
Source has similar beliefs or attitudes
Preferences or behaviors similar
Aspiration similarity
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Similarity is important and closely related to attractiveness.
Similarity allows for identification with the spokesperson.

Identification can come from having similar beliefs, attitudes,
preferences, or behaviors. Sometimes it comes from aspirations,
something a consumer wants to be or has dreamed of being.
58
Likeability Source Characteristics
Consumers respond to sources they like
May like role an actor plays
May like an athlete because on favorite team
May like source because supports favorite cause
Transfer of dislike to brand being endorsed
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Closely related to attractiveness and similarity is likeability.
Consumers respond to sources they like. That likeability can be
derived in a number of different ways. An actor may be likeable
because of a role he/she plays in a TV show or movie. If it is an
athlete, the source may be a favorite player or on a favorite
team. It may be that the source supports the consumer’s favorite
charity. If someone likes the source, then that liking will
usually transfer to the brand being endorsed. But, if for some
reason an individual does not like a spokesperson, then that
dislike will transfer to the brand also.
59
Trustworthiness Source Characteristics
Not all spokespersons are viewed as trustworthy
Degree of confidence or acceptance
Helps consumers believe message
Likeability and trustworthiness related
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Not all celebrities or spokespersons are viewed as trustworthy.
Trustworthiness is the consumer’s degree of confidence in or
acceptance of a spokesperson. Trustworthiness enhances the
ability for a consumer to believe the message. Likeability and
trustworthiness are closely related.
60
Expertise Source Characteristics
Higher expertise
Higher credibility
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Spokespersons with higher levels of expertise are viewed as
being more credible. Expertise is often connected to a person’s
livelihood or occupation. Willie Robertson would be seen as an
expert for vehicle lift suspension kits.
61
Matching Source Types and Characteristics
Celebrities
Tend to score high in credibility
Negative publicity
Endorsement of too many products
C E O
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
Rights Reserved
In choosing a spokesperson, it is important to match source
types with characteristics. Celebrities tend to score high in
credibility because they often score high on the other five
dimensions. The risk is negative publicity and the endorsement
of too many products, which lessen credibility. CEOs are
typically seen as having high levels of trustworthiness,
expertise, and credibility. But, not all are good on camera, so an
agency must exercise care when selecting CEOs. For experts,
seek those who are attractive, likable, and trustworthy. Valid
credentials are important. For typical persons, using multiple
typical persons in an ad increases credibility. Using three
customers to discuss a product may be better than using just
one. Real people are good to use, but may not be effective on
television resulting in an ad that comes across poorly. Using
actors helps because they are skilled at acting and learning
lines. However, they may not appear to be real.
62
International Implications
Adapt to cultural differences
Language and translation
Adjust message strategy, appeal, execution
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In global markets, it is necessary to adapt message strategies,
appeals, and execution to cultural differences. Companies need
to be careful with translations and language.
63

Blog Exercises
Television Ads – Set 1
Rights Reserved
The blog exercises for Chapter 6 are a series of television ads.
Students are asked to analyze the ads in terms of the design
components presented in the chapter.
64
Copyright
This work is protected by United States copyright laws and is
provided solely for the use of instructors in teaching their
courses and assessing student learning. Dissemination or sale of
any part of this work (including on the World Wide Web) will
destroy the integrity of the work and is not permitted. The work
and materials from it should never be made available to students
except by instructors using the accompanying text in their
classes. All recipients of this work are expected to abide by
these restrictions and to honor the intended pedagogical
purposes and the needs of other instructors who rely on these
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Integrated Advertising, Promotion, and Marketing
Communications
Eighth Edition
Chapter 5
Advertising Campaign Management
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If this PowerPoint presentation contains mathematical
equations, you may need to check that your computer has the
following installed:
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Slides in this presentation contain hyperlinks. JAWS users
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Advertising is still an important component of most integrated
marketing communications plans. This chapter addresses issues
involved in managing the advertising component of the IMC
plan.
1
Chapter Objectives (1 of 2)
5.1 Why is an understanding of advertising theories important
in the advertising management process?
5.2 What is the relationship of advertising expenditures to

advertising effectiveness?
5.3 When should a company employ an external advertising
agency rather than completing the work in-house?
5.4 How do companies choose advertising agencies?
Rights Reserved
These are the objectives for Chapter 5.
2
Chapter Objectives (2 of 2)
5.5 What are the primary job functions within an advertising
agency?
5.6 What are the advertising campaign parameters that should
be considered?
5.7 How does a creative brief facilitate effective advertising?
5.8 What are the implications of advertising management in the
global arena?
Rights Reserved
Additional objectives for Chapter 5.
3
Zhender Communications
Full-service agency
Challenges traditional thinking
Innovation
Campaign integration
Best place to work
Rights Reserved

Zhender Communications is a full-service agency that offers
strategic planning as well as advertising services. The agency
serves a number of clients whose ads appear in this textbook.
The goal is to remain at the forefront of innovation to develop
new ways to reach consumers. The agency believes in campaign
integration as a way to connect with a client’s audience. In
addition to its advertising expertise, Zhender has been
recognized as a “best place to work.”
4
Figure 5.1 Overview of Integrated Marketing Communications
Rights Reserved
Section 2 deals with advertising issues. Chapter 5 examines
advertising management, Chapter 6 looks at designing
advertisements, and Chapter 7 discusses traditional media.
2, which is emphasized: advertising management, advertising
design, traditional media. 3, digital marketing, social media,
alternative channels. 4, database, direct reporting, and personal
selling; sales promotions; public relations and sponsorships. 5,
regulation and ethics, evaluation.
5
Chapter Overview
Advertising management
Advertising theory
Relationship of advertising expenditures to success
Choosing an advertising agency
Advertising parameters
Creative brief

Rights Reserved
This chapter presents an overview of managing the advertising
function. Advertising theory lays the groundwork as does an
understanding of the relationship between advertising
expenditures and success. The chapter then provides
information on how to select an advertising agency. Advertising
parameters are discussed followed by the components of a
creative brief.
6
Hierarchy of Effects Model (1 of 3)
Awareness
Knowledge
Liking
Preference
Conviction
Purchase
Rights Reserved
The hierarchy of effects model consists of these six steps.
7
Steps are sequential
Some experts question if sequential
Consumers spend time at each step
Brand loyalty involves all six steps
Similar to attitude formation

Cognitive – awareness, knowledge
Affective – liking, preference, conviction
Conative – actual purchase
Copyright © 2018, 2016, 2014 Pearson Education, Inc. Al l
Rights Reserved
The six steps are sequential, although some experts question if
they are really sequential. But, the basic model says they are
sequential and that consumers spend some time at each step. For
instance, before a consumer can like a brand, they first must be
aware of it and develop some knowledge of it. To develop brand
loyalty, consumers must go through all six steps. It is similar to
attitude formation and the cognitive-affective-conative
sequence. Awareness and knowledge are the cognitive
component of attitude. Liking, preference, and conviction are
the affective component. The conative component of attitude is
the purchase.
8
Rights Reserved
This model shows the relationship between the hierarchy of
effects model and the attitude sequence formation.
The first set descends in the following order: cognitive,
affective, conative. The second set, as it relates to the first,
descends in the following order. Cognitive: awareness,
knowledge. Affective: liking, preference, conviction. Conative:
purchase.
9

Figure 5.2 Personal Values
Comfortable life
Equality
Excitement
Freedom
Fun, exciting life
Happiness
Inner peace
Mature love
Personal accomplishment
Pleasure
Salvation
Security
Self-fulfillment
Self-respect
Sense of belonging
Social acceptance
Wisdom
Rights Reserved
In designing ads, it is important to remember people have
values, and much of their consumption behavior is motivated by
a desire to fulfill these values in their lives.
10
Means-End Theory
Means-end chain
Message (means) lead to end state (personal values)
Means-End Conceptualization of Components of Advertising
Strategy (M E C C A S)

Rights Reserved
The second theory that is important to consider is the means-
end theory. The basic concept is that a means, the message,
leads to an end-state, or personal value. The actual name of the
theory is “Means-End Conceptualization of Components of
Advertising Strategy”, or MECCAS. The model suggests that
product attributes lead to consumer benefits, which in turn
connect to personal values.
11
Figure 5.3 Means-End Chain for Milk (1 of 2)
Rights Reserved
This figure illustrates a means-end chain for milk. An attribute
of milk, being low fat, provides the benefit of health. The
personal values consumers receive from good health are self-
respect and wisdom. Another attribute, calcium, provides the
benefit of healthy bones, which in turn leads to a comfortable
life and shows wisdom on the part of the consumer. The key to a
means-end chain is looking at the benefits each attribute
generates then connecting those benefits to various personal
values.
Attribute, low fat; benefit, healthy; personal values, self-
respect, wisdom. Attribute, calcium; benefit, healthy bones;
personal values, comfortable life, wisdom. Attribute,
ingredients; benefits, good taste; personal values, pleasure,
happiness. Attribute, vitamins; benefit, enhanced sexual ability;
personal values, excitement, fun, pleasure.
12

Figure 5.3 Means-End Chain for Milk (2 of 2)
Means-End Chain
Rights Reserved
This advertisement for milk illustrates the last means-end chain.
The specific message is that milk has calcium, which is
important in bone development for both the mother and her
baby.
13
Figure 5.4 B-to-B Means-End Chain for Greenfield Online (1 of
2)
Rights Reserved
This is a means-end chain for a marketing research firm, such as
ReRez. The company is promoting marketing research. The first
attribute is that Rerez does marketing research using the
Internet which provides the benefit of robust samples. For a
marketing person in a company, using robust samples can
provide job security. Another aspect of the service, speed, leads
to quicker results. This can provide the benefit of self-
fulfillment since the information needed is provided quickly.
Other personal values that are tapped through the benefits
suggested include social acceptance and wisdom.
The following list provides attribute, then benefit, then personal
values: internet, robust samples, job security; speed, quicker
results, self-fulfillment; expertise, actionable information,
wisdom and social acceptance; experience, reliability, job
security.

14
Figure 5.4 B-to-B Means-End Chain for Greenfield Online (2 of
2)
Means-End Chain
Rights Reserved
This is the ad for ReRez based on the previous means-end chain.
The title reads, Re Rez takes responsibility for making sure the
project gets done; what a great idea. The ad copy includes the
following: methodology and online panel specialists; multi
partner solution with a single point of contact; offering internet
surveys, online panel, C Ay T I interviews, I V R, focus groups.
If we cannot do it, it cannot be done.
15
Verbal and Visual Elements
Balance between visual and verbal
Visual processing
Easier to recall
Stored both as pictures and words
Concrete versus abstract
Radio visual imagery
Visual esperanto
International ads
B-to-B advertisements
Rights Reserved
Most ads seek to have a balance between visual and verbal, but

usually one will be more dominant than the other. In recent
years, advertisers have seen a move to more visuals and less
emphasis on verbal content. One reason for the change is that
visual processing is easier for consumers to recall. Visuals are
stored in the brain both as pictures and as words. Concrete
images tend to be remembered better than abstract visuals. If
consumers can create a mental image or picture, it actually is
superior to seeing the visual in terms of recall. So radio ads that
can make listeners use their imagination and picture the product
work very well. Visual esperanto is the ability of a visual to
transcend cultures and languages by conveying the same
meaning. It is especially beneficial in international ads where
advertisers want to convey the same message to every market in
the world. Business-to-business ads in the past emphasized
verbal content, but in recent years B-to-B ads have moved to
more visuals.
16
Factors Impacting Relationship Between Promotions and Sales
The goal of the promotion
Threshold effects
Diminishing returns
Carryover effects
Wear-out effects
Decay effects
Random events
Rights Reserved
A number of factors influence the relationship between
promotions and sales. The goal of the promotion may be to
increase brand awareness or build brand image. If so, there w ill
be less impact on sales than with some of the other objectives.
Threshold effects are present at the point where the advertising
or communication begins to affect consumer responses in a

positive direction. Carryover effects refer to an ad’s message
being remembered or carried over to the time when the product
is needed and the consumer is thinking about the purchase.
Wear-out effects occur when an ad or message becomes old and
stale and the consumer no longer pays attention to it. Decay
effects occur when a company quits advertising, and the brand
name begins to fade in people’s memories. Sales can also be
impacted by just random events, such as a major snow storm.
17
Figure 5.5 Relationship Between Advertising and Marketing
Expenditures and Sales and Profit Margins
Rights Reserved
The straight line is an unrealistic assumption about the
relationship between expenditures and sales. The bottom curve
is more indicative of what happens. Advertising dollars are
spent and for awhile nothing happens. Then consumers begin to
pay attention and start purchasing the product, the threshold
effect. As more advertising dollars are spent, diminishing
returns occur. With each additional dollar in advertising, the
impact is less and less. This is the concave downward response
curve.
the plot shows a generalized linear relationship., which is an
unrealistic assumption about the relationship between
promotional expenditures and sales. The second graph plots
dollars versus advertising and promotional expenditures, with
two plots, for sales and profits. The first plot rises through
threshold effects, and then rises more slowly through
diminishing returns, before peaking, showing a concave
downward response curve. The profits plot begins at a plateau,
then drops slightly before rising to a peak; it then drops

steadily, showing the marginal analysis curve.
18
Threshold Effects
Ad designed to encourage action.
Rights Reserved
This ad for Cub Cadet features a $50 appreciation bonus
designed to encourage action.
19
Figure 5.6 A Decay Effects Model
Rights Reserved
This curve illustrates decay effect. During the advertising
campaign, sales often continue to climb. Then the campaign
ends and consumers begin to forget the brand name, thus it
starts decaying.
20
Figure 5.7 Advantages of In-House versus Outside Agency
Advantages of In-House
Lower costs
Consistent brand message
Better understanding of product and mission
Faster ad production
Work closer with C E O
Lower turnover rate in the creative team
Advantages of Outside Agency
Reduce costs

Greater expertise
Outsider’s perspective
Access to top talent
Source: Adapted from Rupal Parekh, “Thinking of Pulling a
CareerBuilder? Pros and Cons of Bringing an Account
In-House,” Advertising Age,
http://adage.com/print?article_id136701
, May 18, 2009
Rights Reserved
Companies have to decide whether they will perform the
advertising work in-house or obtain an outside advertising
agency. Each has advantages. With an in-house staff, normally
costs are lower. It is easier to ensure a consistent brand message
across campaigns and across various products within the
company. In-house staff have a better understanding of the
product and the mission of the company. They usually will work
closer with the CEO. With in-house, moving from creative to
production is normally faster since the company has direct
control of the employees. There is also a lower turnover in the
creative team, which provides greater consistency across
campaigns. Outside agencies also offer some advantages. Costs
may be lower if the in-house team lacks the expertise and a lot
of time and effort is wasted in doing the work. Outside agencies
have greater expertise and an outsider’s perspective, which can
be extremely valuable in generating fresh ideas and creating
effective campaigns. With agencies, firms may have access to
some of the top talent. While it may cost more to use an agency,
the superior work produced is normally worth the price.
21
Figure 5.8 Services Provided by Full-Service Agencies
Advice about how to develop target markets
Specialized services for business markets

Company image and theme guidance
Selecting logos and taglines
Advertising planning
Planning and purchasing of media
Rights Reserved
Full-service agencies provide a wide array of services for
clients, everything from strategy development to actual ad
preparation. Full-service agencies can offer advice and guidance
on developing target markets, a brand’s image, logo and tagline
development. Most full-service agencies can provide guidance
on business markets as well as consumer markets. Media
planning and buying is also done with a full-service agency, or
one of its subsidiaries.
22
External Advertising Agencies
Advertising agencies
Media service companies
Direct marketing agencies
Consumer and trade promotion specialists
Online and digital agencies
Social media agencies
Public relations agencies
Rights Reserved
Advertising agencies come in all sizes and shapes. They range
from boutiques that offer only one type of service or serve one
type of client to full-service agencies that offer the full
spectrum of services. Advertising agencies will often provide
other marketing services. Media services companies provide

media planning and media buying services. Direct marketing
agencies work with all types of direct response marketing
campaigns. Some agencies specialize in consumer or trade
promotions, or even focus on a specific type of promotion, such
as couponing. Public relations firms handle both positive and
negative publicity events. A growing number of agencies handle
only online or social media.
A recent phenomenon that has occurred is the whole-egg theory,
first mentioned by Young & Rubicam Agency. The idea of the
whole-egg is that an advertising agency should provide full
marketing services for a company and assist in integrating every
aspect of the company’s marketing effort.
23
Budget Allocation Considerations: In-House versus Advertising
Agency
Size of account should match size of agency
75-15-10 Rule
75% - Media buys
15% - Creative work (agency)
10% - Ad production
Rights Reserved
Costs are a major consideration in selecting an outside agency.
The size of the account should match the size of the agency.
Smaller accounts may be lost with a large agency and a large
account would overwhelm a small agency. The 75-15-10 is a
good guide to use. When looking at the total cost of an
advertising campaign, 75% of the money should be spent on
media buys, 15% on creative work by the agency, and 10% on
production of the ads.
24

Crowd Sourcing: In-House versus Advertising Agency
New alternative
Outsource creative
Doritos
Harley Davidson
Overall cost not lower
Advantages
Involves consumers
Generates buzz
Rights Reserved
Crowdsourcing is a recent alternative to choosing an advertising
agency. Crowdsourcing involves seeking ideas from the public
and even videos of ad productions. Two companies that have
successfully used crowdsourcing are Harley Davidson and
Doritos. Unilever used it for its meat snack product, Peparami.
Doritos has used it in the Super Bowl. While it would appear
the costs would be much lower, they are not. Most
crowdsourcing involves a contest and a website. Then the
entries have to be judged, and in most cases, the ad is
professionally produced once the idea has been selected. But,
the advantages of crowdsourcing include getting consumers
involved and generating buzz among individuals as the entries
are posted and passed along to other people.
25
Figure 5.9 Steps in Selecting an Advertising Agency
Set goals
Select process and criteria
Screen initial list of applicants
Reduce list to two or three viable agencies
Request creative pitch

Rights Reserved
Choosing an agency requires time and effort. While companies
can shortcut the process, such an approach often results in the
best agency not being hired. The first step is to select goals.
Then the company should decide on a process and criteria
before contacting any agencies. Once proposals have been
received, the list can be narrowed down to two or three viable
agencies. A creative pitch is then requested from each of the
agencies to determine the best choice.
26
Choosing an Agency
Goal Setting
Set before contacting agencies
Provides direction
Reduces biases
Rights Reserved
Goal setting should occur before contacting any agencies. Doing
so will prevent any biases towards a particular agency. Also, the
goals provide direction. It will help the company understand
what it wants from an agency and where the company wants to
go.
27
Figure 5.10 Evaluation Criteria in Choosing an Ad Agency
Size of the agency
Relevant experience of the agency
Conflicts of interest
Creative reputation and capabilities
Production capabilities
Media purchasing capabilities

Other services available
Client retention rates
Personal chemistry
Rights Reserved
The second step in the process is setting the evaluation criteria.
Again, this should be done prior to talking to any agencies. As
has already been discussed, the size of the agency is important.
The agency should have experience in the industry, but not be
representing a direct competitor. This would be a conflict of
interest. Creative reputation and capabilities should be
considered since the primary role of the agency is to generate
creative ideas. The product and media purchasing capabilities
are not essential. Some agencies do this, while others use
subsidiaries or contract the tasks out to boutique shops. Client
retention rates may be important, but with the turnover among
agencies today, it has lost a lot of importance. Personal
chemistry is important because individuals from the two
companies must work together and generate ideas that will
move the brand forward and accomplish objectives that have
been set.
28
Creative Pitch
2 to 3 finalists
Formal presentation
shootout
Specific problem/situation
Expensive for agencies

Rights Reserved
Once the list has been narrowed down to two or three finalists,
it is time to ask for a creative pitch (or shootout). Agencies are
given a specific problem to address. Creative pitches are
expensive for agencies, so companies need to be serious about
an agency when requesting a pitch. From the creative pitches,
the company should select the agency that offers the best plan.
29
Key Advertising Personnel
Rights Reserved
In the advertising agency, there are some key individuals. The
account executive is the liaison between the company and the
agency. The account executive represents the client within the
agency. Account planners are the voice of the consumer and
assist in overall planning and strategic direction of the
campaign. Their role is to see the total picture. The creative
director is responsible for the creative aspect of the campaign
and works with the agency’s creative staff. The traffic
manager’s role is to manage the campaign scheduling to ensure
the campaign is finished on time. As with the Oscar Mayer
campaign, multiple components mean juggling numerous
deadlines and schedules. Media buyers and planners are
involved in the selection and purchase of media.
The account executive is the liaison between client marketing
managers and individuals within the agency, which include the
account planner, creative director, and traffic manager. The
creative director oversees creative staff, and works with the
traffic manager, who oversees media buyers and planners.
30

Figure 5.12 Advertising Campaign Parameters
Advertising goals
Media selection
Tagline
Consistency
Positioning
Campaign duration
Rights Reserved
Effective advertising campaigns require careful planning and
attention to these parameters. Advertising goals have to be set
based on communication and marketing objectives. Media
selection not only must fit with the advertising goals but has a
big influence on advertising design. A tagline needs to be
developed, if not already in place. Consistency across
campaigns and within a campaign is important to ensure the
target audience is hearing the same, consistent message. Other
decisions to consider include how the brand will be positioned
and the duration of the campaign.
31
Figure 5.13 Advertising Goals
To build brand awareness
To inform
To persuade
To support other marketing efforts
To encourage action
Rights Reserved
Advertising objectives include building brand awareness,
informing consumers, persuading them about a brand,

supporting other marketing efforts like couponing or a contest,
and encouraging action.
32
Build Brand Awareness: Advertising Goals
Brand image begins with awareness
Consumers recognize the brand
Business-to-business
Especially important in modified rebuy situations
Successful brands possess
Top-of-mind
Top choice
Brand equity leads to top-of-mind & top choice
Rights Reserved
A primary goal of advertising is to build brand image, to
enhance a brand’s equity with consumers. The process begins
with brand awareness. If consumers are not aware of a brand,
then brand image advertising can’t succeed. Brand awareness
and brand image are especially important in modified rebuy
situations because companies may not always seek every
qualified bidder. Successful brands possess two characteristics.
Top-of-mind are the brands a consumer mentions first when
asked about brands in a particular product category. Top choice
is the brand within a product category that consumers prefer the
most. To be top choice requires top-of-mind. Brand equity leads
to top-of-mind and top choice.
33
Persuasion: Advertising Goals
Rights Reserved

A common goal of advertising is to persuade consumers that a
particular brand is superior to others and should be that top
choice. This ad for Flair Jewelers says “Nobody Does ‘I Do’
Like We Do.”
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Media Selection
Media-usage habits of target market
Audience characteristics of media
Business-to-business media
Earlier involvement of media companies
Rights Reserved
One of the challenging tasks of advertising management is to
select the media that will be used. More information about this
process will be presented in Chapter 7. But, at this point, it is
important to realize that to pick the right combination of media
requires understanding the media habits of the target market
then matching those habits with the audience characteristics of
each media. This process is used in business-to-business media
as well as in consumer media. Because of the importance of
placing ads in the right media, companies are now involving
media companies at an earlier stage of the ad development
process rather than after the campaign has already been
completed.
35
Taglines
Key phrase
Memorable
Conveys uniqueness
Consistency across platforms

Shorter than in past
Revised or new taglines
Rights Reserved
Taglines are connected with brands and sometimes are better
known than a brand’s logo. It is a key phrase that should tell
what the brand is about. It should be memorable and convey
something that is unique. The tagline should be consistent
across multiple media platforms. Over time, taglines have
become shorter. Revising taglines can be tricky and must be
managed carefully.
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Consistency
Transfer to long-term memory
Visual consistency key
Repetition enhances recall
Variability theory
Different environments
Can vary content
Multiple media
Rights Reserved
Repeatedly seeing a specific visual image, headline, copy, or
tagline helps embed a brand into a person’s long-term memory.
Visual consistency is especially important in moving an ad to
long-term memory. Repetition enhances both ad recall as well
as brand recall. Variability theory states that seeing an
advertisement in different environments enhances recall and
recognition. Advertisers can vary the ad content while
maintaining consistency across the campaign or campaigns.
Different media can also be used. Seeing an ad on television

and then in a magazine or billboard enhances recall more than
seeing multiple ads within the same medium.
37
Positioning
Maintain consistent position
Link in cognitive map
Avoids ambiguity
Message stays clear
Rights Reserved
Maintaining consistent product positioning throughout a brand’s
life makes it easier for individuals to embed the brand within
their cognitive map. Consistent positioning avoids ambiguity
and provides a clear, consistent message that is always the
same.
38
Campaign Duration
Goal is to embed in long-term memory
Too short impedes retention
Too long can make it stale
Typical length is 6 months
Length varies
Rights Reserved
The goal of an ad campaign is to embed the brand and the
message into a person’s long-term memory and cognitive map
structure. If the campaign is too short, it impedes retention. It
also leads to greater costs. If the campaign is too long, it can
become stale and consumers will ignore the message. It is also
possible the campaign can create negative feelings from hearing

it too much. For most campaigns, about 6 months is effective.
But, there are exceptions. Some campaigns last for years with
only minor adjustments. Other campaigns wear out sooner.
39
Figure 5.15 The Creative Brief
The objective
The target audience
The message theme
The support
The constraints
Rights Reserved
The last step in advertising management is writing a creative
brief. The appearance of creative briefs will vary among
advertising agencies and clients, but most contain these five
elements: the objective of the campaign, the target audience, the
message theme, any support that can be used, and any
constraints. The creative brief is prepared by the agency with
the help of the account executive or account planner from the
agency and the brand manager from the client. It is a document
used by the creative team at the agency to prepare the
advertising campaign, so it needs to be clear and provide
enough information so that the creative team understands what
the client wants.
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The Objective
To Persuade
Rights Reserved

The first component of the creative brief should be to state the
objective of the campaign. Campaigns designed to increase
brand awareness will look different from campaigns designed to
build brand image, encourage immediate action, or stimulate
sales. The objective for this advertisement is to persuade
individuals buying or building a home to use JD Bank for their
mortgage.
41
The Target Audience
To Persuade
Rights Reserved
Information about the target audience is critical. It should be
more than just demographics.
42
The Message Theme (1 of 2)
Unique selling point
“Left brain” advertisement
Logical, rational side of brain
Manages numbers, letters, words, concepts
Use rational appeal
“Right-brain” advertisement
Emotional side of brain
Manages abstract ideas, images, feelings
Use emotional appeal
Rights Reserved
The message theme should be the one (not multiple) unique
selling point the client wants its target audience to get. When

considering message themes, it helps to think about the
difference between left brain messages and right brain
messages. The left side of the brain is logical and where people
manage numbers, letters, words, and concepts. Left brain
advertising focuses on rational appeals that require thought, the
cognitive component of attitude. The right side of the brain is
where the emotions lie. The right side manages abstract ideas,
images, and feelings. So right brain advertising should use an
emotional appeal, the affective component of attitude.
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The Message Theme (2 of 2)
The message theme of this ad is “Weaver is the firm of choice
for companies and individuals with dreams and goals as big as
Texas.”
Rights Reserved
The creative brief needs to contain the primary message theme
the client wants to convey to its target market.
44
The Support
The support claims in this ad are the “Best” awards shown at
the bottom of the ad.
Rights Reserved
Ads will often provide support for their product. It is the
responsibility of the client to provide any support that might be
used in an advertising campaign. If an automobile was
designated as Motor Trend’s car of the year, that is valuable

support that can be included to support brand image advertising.
In this ad, St. Francis Medical Center received five different
awards for being the best.
The title to the left reads, one mission, 100 years, 1913 to 2013.
Five award ribbons are shown at the bottom: two awards for
best employers for healthy lifestyles, for 2012 and 2013; and
three awards best regional hospitals in northeast Louisiana, by
U S News, for 2013 to 2014.
45
The Constraints
Legal and mandatory restrictions
Corporate restrictions
Disclaimers
Rights Reserved
Constraints are things advertising can’t say or do, or things that
must be included in ads. For some products, there are legal and
mandatory restrictions that must be included. For drugs,
companies must tell consumers about all of the possible side
effects. For tobacco products there must be a warning from the
Surgeon General. Companies may have other constraints, such
as the logo must appear in all ads, or the logo must be in a
specific color or shape. Disclaimers or warranty statements may
also be included in ads. Most of the constraints are either legal
requirements or company-imposed requirements to protect from
lawsuits.
46
International Implications
62% of advertising budgets spent outside of U.S.
Two major differences

Process of agency selection
Preparation of international advertising campaigns
Preplanning research varies
Understanding of languages and cultures
Media selection varies
Rights Reserved
Approximately 62% of advertising budgets are spent outside of
the United States. The two major differences are the process of
selecting an agency and the preparation needed for an
international advertising campaign. Preplanning will also vary
across countries. When developing global ad campaigns, you
have to pay close attention to language and culture differences.
Translating to another language is not sufficient. Media
selection also varies in other countries. The mix that is used in
the U.S. is not the same as it would be in Japan, Peru, Spain, or
Germany.
47
Blog Exercises
Oreo Cookies
John Deere
Advertising Agencies
Rights Reserved
The blog exercises for Chapter 5 include Oreo cookies, John
Deere, and videos about advertising agencies. Links are
embedded in the text for each.
48
Copyright

This work is protected by United States copyright laws and is
provided solely for the use of instructors in teaching their
courses and assessing student learning. Dissemination or sale of
any part of this work (including on the World Wide Web) will
destroy the integrity of the work and is not permitted. The work
and materials from it should never be made available to students
except by instructors using the accompanying text in their
classes. All recipients of this work are expected to abide by
these restrictions and to honor the intended pedagogical
purposes and the needs of other instructors who rely on these
materials.
Rights Reserved
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