MARKETING

COMMUNICATION

Courses 6 & 7
 Message strategies
 Executional frameworks
 Advertising appeals
I. Message strategies
Cognitive strategies
Affective strategies
Conative strategies
Cognitive strategies
 Impact on a person’s beliefs/ knowledge
structure
 Product benefits
Cognitive Strategies
1. Generic messages
2. Preemptive messages
3. Unique selling proposition (USP)
4. Hyperbole
5. Comparative advertisements
1. Generic messages
 Direct promotions of product attributes or
benefits without any claim of superiority
 Brand leader/ dominant company in the
industry
 Brand synonymous with the product category
2. Preemptive messages
 Claim superiority based on a product’s
specific attribute or benefit
3. Unique selling proposition
(USP)
 Explicit, testable claim of uniqueness or
superiority that can be supported or
substantiated in some manner
4. Hyperbole
 Untestable claim based upon some attribute
or benefit
5. Comparative advertisement
 Advantages/ disadvantages ?
Affective Strategies
- Invoke feelings or emotions and match those
feelings with the good, service, or company

- 2 categories: resonance and emotional

Resonance advertising – consumer’s
experiences

Emotional advertising – powerful emotions –

trust, reliability, friendship, happiness,
security, glamour, luxury, serenity, pleasure,
romance, and passion.
Conative strategies
- The goal is to elicit behavior
- Action-inducing conative advertisements
- Promotional support conative advertisements
II. Executional frameworks
- Animation
- Slice-of-life
- Dramatization
- Testimonial
- Authoritative
- Demonstration
- Fantasy
- Informative
Animation
- At the beginning – advertisers – reduced financial
resources
- In the present – high-quality graphics technologies
- Characters: human, animal, or product
personifications
- Popular technique
- 2 methods: rotoscoping & clay animation

- Evian
- M&M
Slice-of-life
1. Encounter
2. Problem
3. Interaction
4. Solution

P&G, 1950s
Dramatization
- Similar to the slice-of-life executional
framework
- Higher intensity
- The story leads to a crisis point

- Mister Proper, Senor Limpio, Mr. Muscle,

Mister Musculo
Testimonials
- In the business-to-business and service
sectors
- Who are the individuals?
- A positive experience with a brand
Authoritative
- Product/ Brand superiority
- The expert
- The source – scientific, independent and
without financial interests
- Business-to-business field

Sensodyne
Demonstration
- It shows how a product works
- TV advertising, Internet
- Media print?
Fantasy
- The more irrational and illogical ads are, the
more clearly consumers recall them.

- Evian
Informative
(+) radio advertisements
(-) television and print ads
New product
Consumer highly involved in a particular product
category pay more attention to an informational ad.
Business to business
Raising the effectiveness?
Types of advertising appeals
- Fear
- Humor
- Sex
- Music
- Rationality
- Emotions
- Scarcity
FEAR
Used more often than most casual observers
realize

The strength – moderate level

Shampoo, toothpaste, insurance

Anti-speeding
HUMOR
Effective at both getting attention and keeping it
Watch – laugh - remember
What are the advantages?
What are the risks?
Cultural differences

Canal+ (The Closet)

SEX
Five ways:
Subliminal techniques
Nudity or partial nudity
Overt sexuality
Sexual suggestiveness
Sensuality

Disadvantages?

Campari
Kandia
MUSIC
McDonald’s, Coca-Cola, Carlsberg
RATIONAL APPEALS
Awareness – Knowledge – Liking – Preference –
Conviction – Purchase

(+) print media

(-) television and radio commercials

Business-to-business
High-involvement
Complex products
EMOTIONAL APPEALS
- Consumers ignore most advertisements
- Rational appeals go unnoticed (unless the consumer
is involved)
- Emotional advertising can capture a viewer’s
attention and foster an attachment between the
consumer and the brand
- Visual elements and music are important
- Trust, reliability, friendship, happiness, security,
glamour-luxury, serenity, protecting loved ones,
romance, passion, family bonds
- Loyalty to the brand
SCARCITY APPEALS
- Increased product value
- Limitation
- Supported by other promotional tools: price discount,
contests, sweepstakes