Visit the following websites. Identify the primary message strategy, appeal, and execution used. Evaluate the quality of the website based on message strategy, appeal, and execution. Do the sites utilize a spokesperson? If so, who is it and which type is he or she? Evaluate the spokesperson in terms of the components of credibility. a. Johnson & Johnson (http://www.jnj.com) b. Hyundai Motors, USA (www.hyundaiusa.com) c. Skechers (www.skechers.com) d. Bijan Fragrances (www.bijan.com) e. Applebee’s (http://www.applebees.com) Integrated Advertising, Promotion, and Marketing Communications Eighth Edition Chapter 6 Advertising Design Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved Chapter Objectives 1. How are message strategies used in designing effective advertisements? 2. What are the seven main types of advertising appeals? 3. What role does the executional framework play in advertising design? 4. How are source and spokesperson decisions related to advertising design? Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved 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 Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved McGarryBowen • Founded 2002 • Strategic approach • Agency of the Year — 2009, 2011 • New York, Chicago, London • Full-service approach • Hire and believe in people • Storytelling Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved Chapter Overview • Message strategies • Appeals • Executional frameworks • Sources • Spokespersons Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved Figure 6.1 Message Strategies • Cognitive — — — — Generic Unique selling proposition Hyperbole Comparative • Affective — Resonance — Emotional • Conative Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved Message Strategies (1 of 3) Cognitive • Generic • Preemptive • Unique selling proposition • Hyperbole • Comparative Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved Generic Cognitive Message Strategy Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved Preemptive Cognitive Message Strategy • Claim of superiority based on attribute or benefit • Prevent competition from making same claim • First to state advantage Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved Unique Selling Proposition Cognitive Message Strategy An advertisement by P & S Surgical Hospital using the unique selling proposition. Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved Hyperbole Advertising Cognitive Message Strategy • Untestable claim • Does not require substantiation • Popular cognitive approach Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved 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 Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved Message Strategies (2 of 3) Affective • Resonance • Emotional Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved 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 Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved Affective Message Strategy (2 of 2) Advertisement for South Walton, Florida uses an affective message strategy Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved Message Strategies (3 of 3) Conative • Encourage customer action • Support promotional efforts • Impulse buys Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved An advertisement for Cub Cadet encouraging immediate action! Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved Figure 6.2 The Hierarchy of Effects Model and Message Strategies Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved Figure 6.3 Types of Appeals • Fear • Humor • Sex • Music • Rationality • Emotions • Scarcity Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved 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 Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved Figure 6.4 Behavioral Response Model Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved Fear Appeal (2 of 2) Appeal strength Low — not noticed High — ignored Moderate — works best Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved Humor Appeal (1 of 2) • Excellent for getting and keeping attention • Used in 30% of TV and radio ads • Humor causes consumers to — Watch — Laugh — Remember Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved 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 Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved 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 Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved Figure 6.6 Sexuality Approaches • Subliminal techniques • Sensuality • Sexual suggestiveness • Nudity or partial nudity • Overt sexuality Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved Sex Appeal • Breaks through clutter • Use has increased • Effectiveness has declined • Advertisers shifting to more subtle sexual cues Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved 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 Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved Sex Appeal Approaches (1 of 2) • Sensuality — Women respond more favorably — More sophisticated — Relies on imagination • Sexual suggestiveness — Hints about sex — Sexual theme Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved 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 Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved 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 Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved Are Sex Appeals Effective? • Increase attention — Brand recall lower • Physiological arousal • Cognitive impressions — Like versus dislike • Societal trends Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved Disadvantages of Sex Appeals • Creates dissatisfaction with one’s body — Females — Males • Stereotyping of females Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved 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? Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved 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 Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved Music Appeals (2 of 3) • 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 Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved Music Appeals (3 of 3) • 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 Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved 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 Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved Figure 6.8 Reasons for Using Emotional Appeals • Consumers ignore most ads • Rational ads go unnoticed • Emotion captures attention Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved 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 Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved 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. All Rights Reserved Figure 6.10 Executional Frameworks • Animation • Slice-of-life • Storytelling • Testimonial • Authoritative • Demonstration • Fantasy • Informative Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved Animation • Originally — cheap method • Usage has increased • Enhanced graphics technology • Rotoscoping • Costs coming down • Business-to-business use Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved Figure 6.11 Components of a Slice-ofLife Ad Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved Storytelling • Resembles 30-second movie • Plot or story • Brand is at periphery • Viewers draw own conclusions Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved Testimonials • Business-to-business sector • Service sector • Enhance credibility • Source — Customers — Paid actors Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved Authoritative • Expert authority • Scientific or survey evidence • Independent evidence • Business-to-business ads • Cognitive processing • Specialty print media Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved Demonstration • Shows product being used • Business-to-business sector • Television and Internet Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved Fantasy • Beyond reality • Common themes — Sex — Love — Romance • Perfume/cologne Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved Informative • Used extensively in radio • Business-to-business usage • Key is buying situation • Level of involvement Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved Sources and Spokespersons Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved 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 Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved 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 Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved Spokespersons • CEOs — 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 Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved Figure 6.13 Characteristics of Effective Spokespersons Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved 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 Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved Attractiveness Source Characteristics • Physical attractiveness • Personality attractiveness Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved Similarity Source Characteristics • Closely related to attractiveness • Allows for identification • Source has similar beliefs or attitudes • Preferences or behaviors similar • Aspiration similarity Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved 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 Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved Trustworthiness Source Characteristics • Not all spokespersons are viewed as trustworthy • Degree of confidence or acceptance • Helps consumers believe message • Likeability and trustworthiness related Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved Expertise Source Characteristics • Higher expertise • Higher credibility Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved 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 © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved International Implications • Adapt to cultural differences • Language and translation • Adjust message strategy, appeal, execution Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved Blog Exercises • Television Ads — Set 1 • Television Ads — Set 2 • Television Ads — Set 3 • Television Ads — Set 4 Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved Copyright Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved Purchase answer to see full attachment Tags: Components of Credibility primary message strategy quality of the website based on message User generated content is uploaded by users for the purposes of learning and should be used following Studypool’s honor code & terms of service.