CLASS 8

AD 3101 Principle of Marketing Communication

References: Tom Duncan, Advertising & IMC
Terence A. Shimp, Advertising Promotion

Message Execution (Chapter 10) & Message Appeals & Endorsers in Advertising (Chapter 11)

Message Execution
is the format of a completed MC message, such as an advertisement, brochure, or package label There is no magic format for producing good message executions

Five decision areas

1. 2. 3. 4. 5. Message storytelling Tone and style Words (copywriting) Pictures (art direction) Consistency

1. Message Storytelling
News announcement Testimonial/endorsement Inherent Drama Picture caption

Talking head
Problem/solution Comparison

Lifestyle

Jingle
Demonstration Humor

Animation/cartoons

Comparison

Testimonial/endorsement

2. Tone and Style

Tone: how a message sounds
Show a general atmosphere of the message Ex. Businesslike, angry, happy, cheering

Style: how it looks or feels

Describes a manner of expression

Creative Elements And The Hierarchy of Effect

Headlines, visuals
Subheads, lead paragraph Body copy, boxes, supporting visuals

Closing paragraph, logo, slogan, address, toll free number

3. Copywriting
The process of executing the message strategy through the use of words and music The goal is to present the strategic idea in words that can inspire the audience Important tool: slogans: clever phrase that serves as a reminder of a brand, company image, or campaign theme
Ex. Nokia: Connecting People, Connecting Lifestyle Nike: Just do it McDonald: Im lovin it

4. Art Direction
The process of selecting photos, illustrations, filming, logos, and so on anything that has to do with the look of the brand message The visual element, the look or appearance of the piece Role: to attract attention and communicate something about the brand or company

5. Consistency
Two Types of Consistency
Execution Level Strategic Level

One-voice, one-look MC messages have the same look, sound, and feel

A brands personality, positioning, and identification are consistent, but individual messages may differ

Consistency Triangle

Message Appeals & Endorsers in Advertising

Celebrity Endorsers
Advertisers are willing to pay huge salaries to celebrities who are liked and respected by target audiences and who will favorably influence consumers' attitudes and behavior toward the endorsed products The importance of Matchup
Meaningful relationship, or matchup, between the celebrity, the audience, and the product

How are celebrities selected?

Credibility Celebrity/audience match-up Celebrity/product match-up Attractiveness Miscellaneous considerations

Typical-Person Endorsers
Show regular people using or endorsing product Effective using multiple people rather than a single individual

Endorser Attributes
Attractiveness (Identification Process)
Similarity Familiarity Liking

Credibility (Internalization Process)

Expertise Trustworthiness

Attractiveness (Identification Process)

Identification process: when receivers perceives a source to be attractive, they identify with the endorser and are very likely to adopt the attitudes, behaviors, interests, or preferences of the source Similarity Familiarity Liking

Credibility (Internalization Process)

Internalization Process: the receiver accepts the endorsers position on an issue as his or her own Expertise: refers to knowledge, experience, or skills possessed by an endorser Trustworthiness: refers to honesty, integrity, and believability of a source
Overhead conversation technique to enhance trustworthiness

Message Appeals

Humor Appeals

Eastpak backpacks

The Role of Humor in Advertising

Attract attention Enhances liking of ad and brand Does not hurt comprehension Does not harm persuasion Does not enhance source credibility Nature of product affects the appropriateness of using humor

The Role of Humor in Advertising

Effective only when consumers evaluations of advertised brand are already positive Effect of humor can differ due to differences in audience characteristics Humorous message may be so distracting that receivers ignore the message content

Fear Appeals
The negative consequences of not using the advertised product The negative consequences of engaging in unsafe behavior

Appropriate intensity
Degree of Persuasive Effectiveness

Low

Moderate

High

Level of Fear Intensity

The Use of Fear Appeals

An insurance companys appeal to fear

Guilt Appeals
Appeal to a negative emotion Appeals to guilt are powerful because they motivate emotionally mature individuals to undertake responsible action leading to a reduction in the level of guilt Ex. Smoking in non-smoking area Generally, they focus on ones past or future transgressions or failure to care for others

The Use of Guilt Appeals

An illustrative guilt appeal

Sex Appeals
Initial attentional lure Enhance recall of message points Evoke emotional responses

The Use of Sex Appeals

Sex Appeals

Attention lure

Sex Appeals
Calvin Kleins Obsession

The Downside of Sex Appeals

Interference with processing of message arguments and reduction in message comprehension Demeaning to females and males