Chat with AI
Deck 7: Advertising Design: Message Strategies and Executional Frameworks
Full screen (f)
Question
Question
Question
Question
Question
Question
Question
Black-Eyed Marketing
If Black Eyed Peas band member will.i.am wasn't in music, "He'd be the best ad executive on Madison Avenue," says Randy Phillips, president and CEO of the concert promoter AEG Live. "I've never seen anyone more astute at dealing with sponsors' and companies' needs and understanding their brands." The Black Eyed Peas have been able to move beyond the status as a high-energy band into the world of corporate sponsorship without missing a beat.
Marketers love the Black Eyed Peas for the diverse ethnicity of the band's members, writes the Wall Street Journal. The band's corporate backers include Coors, Levi's, Honda, Apple, Verizon, and Pepsi. The advertisement featuring the group's song "Hey Mama" and dancing silhouettes that was used to help launch Apple's iTunes store gained almost iconic status.
What makes this group of musicians such an effective set of spokespeople Part of the appeal is the group's global fan base and the Pea's fetching party anthems, with powerful dance beats, crazy special effects, and repetitive hooks that are integrated into numerous party mixes. As one critic noted, the band achieves the nearly impossible-making both kids and their parents feel cool at the same time.
Beyond the glitz and glitter of the shows, the group gives careful thought to its marketing. Oftentimes, will.i.am pitches concepts to corporate sponsors himself, using "decks" that sum up the Peas' package, frequently in PowerPoint form. He reports, "I consider us a brand. A brand always has stylized decks, from colors to fonts. Here's our demographic. Here's the reach. Here's the potential. Here's how the consumer will benefit from the collaboration."
There was a time when rock and roll was nearly synonymous with rebellion. Bands with corporate ties would be viewed as sell outs. For companies such a move would seem too risky; especially if the band's fans felt betrayed. Over the years, music has become less threatening, as Baby Boomers near retirement age.
The economics of music have also changed. Downloading and pirating CDs is commonplace. Bands can no longer count on record sales to make money. Many younger bands now look for other sources of income and publicity. The Peas were among the fastest learners of the industry's new math. Even now, however, the band hears complaints that they are merely shills. "You have to take the criticism, and sometimes it hurts a lot," says band member Stacy Ferguson, who is also known Fergie.
Currently, many top-name musicians and groups have corporate sponsors. Cooperative advertisements promote the brand, the band, and often a tour. The Rolling Stones began the movement when the group's "Tattoo You" tour was sponsored by Jovan Musk cologne. Even groups that at first resolutely avoided corporate tie-ins, such as U2, have changed. U2 developed a relationship with Apple that included commercials featuring the song "Vertigo." The band helped with Black- Berry commercials and had a sponsored tour with the brand.
The Black Eyed Peas use marketing to enhance the band's image and presence.
The Black Eyed Peas continues to expand their corporate connections. A concert in Times Square promoted Samsung's new line of 3D televisions, which led to a meeting with Avatar director James Cameron, who agreed to direct a feature film about the Peas. The 3D film incorporates concerts, travel footage, and narrative themes about technology, dreams, and the brain.
According to will.i.am, all corporate partnerships are equally important. The band lends its music at relatively small charges in exchange for exposure. "It wasn't about the check," says former manager Seth Friedman.
The efforts have paid off. The Black Eyed Peas have performed at an NFL season-kickoff show and at half time of the Super Bowl, New Year's Eve in Times Square, the Grammys, a Victoria's Secret fashion show, and the season opener for The Oprah Winfrey Show, for which they summoned a flash mob of synchronized dancers to downtown Chicago. As will.i.am puts it, "I get the credit from the brands. They know. I used to work with the marketing people and the agencies, now I work with the CEOs of these companies."
1. Discuss each of the source characteristics in terms of the Black Eyed Peas serving as a spokesperson for a product. Would it make a difference as to what type of product the Black Eyed Peas were endorsing Explain.
2. What types of brands or products are best suited to endorsements by the Black Eyed Peas By rock bands in general What about country music artists
3. If you were going to design a television advertisement for a concert for the Black Eyed Peas, what would be your target market What message strategy and executional framework would you use Why Describe your concept of an effective television ad.
4. Suppose the Black Eyed Peas were contracted to perform at your university. Design a print ad for your local student newspaper. Discuss the message strategy and execution you used and why you used it.
5. What types of brands or products would not be suited to endorsements by groups such as the Black Eyed Peas
Source: John Jurgensen, "The Most Corporate Band in America," Wall Street Journal Online (www.wsj.com, accessed April 14, 2010).
If Black Eyed Peas band member will.i.am wasn't in music, "He'd be the best ad executive on Madison Avenue," says Randy Phillips, president and CEO of the concert promoter AEG Live. "I've never seen anyone more astute at dealing with sponsors' and companies' needs and understanding their brands." The Black Eyed Peas have been able to move beyond the status as a high-energy band into the world of corporate sponsorship without missing a beat.
Marketers love the Black Eyed Peas for the diverse ethnicity of the band's members, writes the Wall Street Journal. The band's corporate backers include Coors, Levi's, Honda, Apple, Verizon, and Pepsi. The advertisement featuring the group's song "Hey Mama" and dancing silhouettes that was used to help launch Apple's iTunes store gained almost iconic status.
What makes this group of musicians such an effective set of spokespeople Part of the appeal is the group's global fan base and the Pea's fetching party anthems, with powerful dance beats, crazy special effects, and repetitive hooks that are integrated into numerous party mixes. As one critic noted, the band achieves the nearly impossible-making both kids and their parents feel cool at the same time.
Beyond the glitz and glitter of the shows, the group gives careful thought to its marketing. Oftentimes, will.i.am pitches concepts to corporate sponsors himself, using "decks" that sum up the Peas' package, frequently in PowerPoint form. He reports, "I consider us a brand. A brand always has stylized decks, from colors to fonts. Here's our demographic. Here's the reach. Here's the potential. Here's how the consumer will benefit from the collaboration."
There was a time when rock and roll was nearly synonymous with rebellion. Bands with corporate ties would be viewed as sell outs. For companies such a move would seem too risky; especially if the band's fans felt betrayed. Over the years, music has become less threatening, as Baby Boomers near retirement age.
The economics of music have also changed. Downloading and pirating CDs is commonplace. Bands can no longer count on record sales to make money. Many younger bands now look for other sources of income and publicity. The Peas were among the fastest learners of the industry's new math. Even now, however, the band hears complaints that they are merely shills. "You have to take the criticism, and sometimes it hurts a lot," says band member Stacy Ferguson, who is also known Fergie.
Currently, many top-name musicians and groups have corporate sponsors. Cooperative advertisements promote the brand, the band, and often a tour. The Rolling Stones began the movement when the group's "Tattoo You" tour was sponsored by Jovan Musk cologne. Even groups that at first resolutely avoided corporate tie-ins, such as U2, have changed. U2 developed a relationship with Apple that included commercials featuring the song "Vertigo." The band helped with Black- Berry commercials and had a sponsored tour with the brand.
The Black Eyed Peas use marketing to enhance the band's image and presence.
The Black Eyed Peas continues to expand their corporate connections. A concert in Times Square promoted Samsung's new line of 3D televisions, which led to a meeting with Avatar director James Cameron, who agreed to direct a feature film about the Peas. The 3D film incorporates concerts, travel footage, and narrative themes about technology, dreams, and the brain.
According to will.i.am, all corporate partnerships are equally important. The band lends its music at relatively small charges in exchange for exposure. "It wasn't about the check," says former manager Seth Friedman.
The efforts have paid off. The Black Eyed Peas have performed at an NFL season-kickoff show and at half time of the Super Bowl, New Year's Eve in Times Square, the Grammys, a Victoria's Secret fashion show, and the season opener for The Oprah Winfrey Show, for which they summoned a flash mob of synchronized dancers to downtown Chicago. As will.i.am puts it, "I get the credit from the brands. They know. I used to work with the marketing people and the agencies, now I work with the CEOs of these companies."
1. Discuss each of the source characteristics in terms of the Black Eyed Peas serving as a spokesperson for a product. Would it make a difference as to what type of product the Black Eyed Peas were endorsing Explain.
2. What types of brands or products are best suited to endorsements by the Black Eyed Peas By rock bands in general What about country music artists
3. If you were going to design a television advertisement for a concert for the Black Eyed Peas, what would be your target market What message strategy and executional framework would you use Why Describe your concept of an effective television ad.
4. Suppose the Black Eyed Peas were contracted to perform at your university. Design a print ad for your local student newspaper. Discuss the message strategy and execution you used and why you used it.
5. What types of brands or products would not be suited to endorsements by groups such as the Black Eyed Peas
Source: John Jurgensen, "The Most Corporate Band in America," Wall Street Journal Online (www.wsj.com, accessed April 14, 2010).
Question
Question
Question
Question
Question
Question
Question
Question
Question
Question
Peerless Marketing
In the United States, the majority of homes have indoor plumbing. Sinks, faucets, toilets, and other pieces of hardware are largely taken for granted. Only in two circumstances are they prominently in the minds of customers. The first is when a plumbing product is being purchased for the first time, such as when a home is being built or an area is being refurbished. The second is when an item is defective and must be replaced.
Manufacturers try to make certain consumers will remember a company's brand and that it will be preferred by builders and plumbers. The products must be placed in stores such as Home Depot or Lowes in ways that makes them easy to find and always accessible.
One of the major players in the plumbing fixture marketplace is Delta Faucet Company. A strange path brought the company to prominence. In the 1920s, an immigrant named Alex Manoogian founded Masco Company, which provided auto parts. Twenty-five years later, Manoogian was contacted by an inventor who had created the first washerless faucet. Although it was not related to his current business, Manoogian saw the potential and refined the item, which was first sold out of the trunks of salesmen's cars, as the first Delta Faucet. The name was chosen because a key part of the product resembled the shape of the Greek letter delta.
The Delta Faucet Company became a separate part of the original Masco Company and relocated. Over the next two decades, it expanded quickly to an entire line of products. Currently, Delta Faucet Company is a multinational firm with four primary locations: Indianapolis, Indiana; Jackson, Tennessee; London Ontario, Canada; and Panyu, China. It sells over 1 million faucets per month. The overall Masco Company now sells door hardware and locks, cabinets, and glass products in addition to faucets.
The Delta line includes two other names: Brizo and Peerless. Brizo is the high-end line of faucets, Delta is the flagship and primary brand, and Peerless is the lower-end line of items.
The primary advertising challenges appear to exist in four main areas. First, company leaders must make sure that one brand does not cannibalize the others. The brands must remain as distinct products offered to separate sets of consumers. Second, the brands must be viewed as the primary choices and must be remembered by consumers when the time comes to buy a plumbing fixture. Third, there cannot be brand confusion. Builders and plumbers must believe that the fixtures are distinct along several lines, including quality and durability, ease of installation, and strong warranties, but they must also be perceived as being fashionable. Fourth, innovation has become a new part of the plumbing fixture industry. A wide variety of options exist. Delta's products must compete with all the new faucet variations and retain its position as a manufacturer.
The Delta Faucet Company offers the Peerless brand.
Complications occur due to differences in markets and customers. Many contractors and builders are simply looking for a low-cost option, especially when lower-end rental properties and similar units are being developed. Plumbers may be willing to install a wide variety of products. They will consider the costs of a product but also want something that will be easy to install and that will be durable. Individual consumers are the most likely to be interested in other product qualities, such as novel features and the look of the product.
1. What type of message strategy should Delta Faucet Company utilize Should it be the same for all of the brands and in all of the markets (builders, plumbers, consumers)
2. What leverage point makes the most sense for Delta Faucet Company advertising
3. What type of executional framework should be used in traditional advertisements aimed at consumers
4. What type of executional framework should be used for print advertisements aimed at contractors, builders, and plumbers Why might it be different (or the same) from ads aimed at consumers
5. Should the company use a spokesperson If so, which one of the four types should be used Justify your answers.
Source: www.deltafaucet.com (accessed April 20, 2012)
In the United States, the majority of homes have indoor plumbing. Sinks, faucets, toilets, and other pieces of hardware are largely taken for granted. Only in two circumstances are they prominently in the minds of customers. The first is when a plumbing product is being purchased for the first time, such as when a home is being built or an area is being refurbished. The second is when an item is defective and must be replaced.
Manufacturers try to make certain consumers will remember a company's brand and that it will be preferred by builders and plumbers. The products must be placed in stores such as Home Depot or Lowes in ways that makes them easy to find and always accessible.
One of the major players in the plumbing fixture marketplace is Delta Faucet Company. A strange path brought the company to prominence. In the 1920s, an immigrant named Alex Manoogian founded Masco Company, which provided auto parts. Twenty-five years later, Manoogian was contacted by an inventor who had created the first washerless faucet. Although it was not related to his current business, Manoogian saw the potential and refined the item, which was first sold out of the trunks of salesmen's cars, as the first Delta Faucet. The name was chosen because a key part of the product resembled the shape of the Greek letter delta.
The Delta Faucet Company became a separate part of the original Masco Company and relocated. Over the next two decades, it expanded quickly to an entire line of products. Currently, Delta Faucet Company is a multinational firm with four primary locations: Indianapolis, Indiana; Jackson, Tennessee; London Ontario, Canada; and Panyu, China. It sells over 1 million faucets per month. The overall Masco Company now sells door hardware and locks, cabinets, and glass products in addition to faucets.
The Delta line includes two other names: Brizo and Peerless. Brizo is the high-end line of faucets, Delta is the flagship and primary brand, and Peerless is the lower-end line of items.
The primary advertising challenges appear to exist in four main areas. First, company leaders must make sure that one brand does not cannibalize the others. The brands must remain as distinct products offered to separate sets of consumers. Second, the brands must be viewed as the primary choices and must be remembered by consumers when the time comes to buy a plumbing fixture. Third, there cannot be brand confusion. Builders and plumbers must believe that the fixtures are distinct along several lines, including quality and durability, ease of installation, and strong warranties, but they must also be perceived as being fashionable. Fourth, innovation has become a new part of the plumbing fixture industry. A wide variety of options exist. Delta's products must compete with all the new faucet variations and retain its position as a manufacturer.
The Delta Faucet Company offers the Peerless brand.
Complications occur due to differences in markets and customers. Many contractors and builders are simply looking for a low-cost option, especially when lower-end rental properties and similar units are being developed. Plumbers may be willing to install a wide variety of products. They will consider the costs of a product but also want something that will be easy to install and that will be durable. Individual consumers are the most likely to be interested in other product qualities, such as novel features and the look of the product.
1. What type of message strategy should Delta Faucet Company utilize Should it be the same for all of the brands and in all of the markets (builders, plumbers, consumers)
2. What leverage point makes the most sense for Delta Faucet Company advertising
3. What type of executional framework should be used in traditional advertisements aimed at consumers
4. What type of executional framework should be used for print advertisements aimed at contractors, builders, and plumbers Why might it be different (or the same) from ads aimed at consumers
5. Should the company use a spokesperson If so, which one of the four types should be used Justify your answers.
Source: www.deltafaucet.com (accessed April 20, 2012)
Question
Question
Question
Question
Question
Question
Question
Question
Question
Question
Question
Question
Question
Unlock Deck
Sign up to unlock the cards in this deck!
Unlock Deck
Unlock Deck
1/30
Play
Full screen (f)
Deck 7: Advertising Design: Message Strategies and Executional Frameworks
1
The marketing team for Charles Schwab wants to develop an advertisement with the message theme that Charles Schwab understands the needs of individual consumers and can design an investment strategy to meet each person's particular needs. Which type of message strategy should Schwab choose Why Based on the message strategy chosen, which executional framework should the company use Why What type of source or spokesperson should Schwab use Why Would the type of media being used for the advertisement affect the message strategy choice Explain your answer.
We are required to suggest a suitable message strategy, executional framework and recommend suitable type of spokesperson for Company C.S. We shall also discuss if choice of media affects the message strategy.
Message strategy
We recommend the use of cognitive message strategy as it will be able to influence people's belief by suggesting the benefits of working with Company C.S and his team. Furthermore, preemptive message would best suit this advertisement. Company C.S can also claim superiority while spreading awareness about his work.
Executional Framework
We recommend the advertisement to feature more in print media with a testimony. The target customer will be captured better in print media. Testimony will further enhance the credibility of the advertisement and will increase the likeness of Company C.S and company
Source or spokesperson
Using a celebrity or an expert for the testimony may not seem to be believable by target audience. The advertisement should feature Company C.S and typical person as his clients. This will enhance the credibility of the advertisement.
Media may affect the correct placement of the ad and not necessarily the message strategy. This advertisement will best suit print media to target potential customers.
Message strategy
We recommend the use of cognitive message strategy as it will be able to influence people's belief by suggesting the benefits of working with Company C.S and his team. Furthermore, preemptive message would best suit this advertisement. Company C.S can also claim superiority while spreading awareness about his work.
Executional Framework
We recommend the advertisement to feature more in print media with a testimony. The target customer will be captured better in print media. Testimony will further enhance the credibility of the advertisement and will increase the likeness of Company C.S and company
Source or spokesperson
Using a celebrity or an expert for the testimony may not seem to be believable by target audience. The advertisement should feature Company C.S and typical person as his clients. This will enhance the credibility of the advertisement.
Media may affect the correct placement of the ad and not necessarily the message strategy. This advertisement will best suit print media to target potential customers.
2
Identify the tactics available to overcome clutter. How does variability theory assist in this process
An advertisement should be effective enough to trigger action from the customer. Too much or too little information may fail to yield desired action from the customer.
Another important aspect that needs to be taken care of while creating effective advertising campaign is to beat ad clutter. Ad clutter means the competitors advertisement also features in the same time and medium.
For example: There are more than one brand offering toothpaste for healthy teeth and gums. If both the advertisements feature around same time slot, it leads to ad clutter.
There are a few techniques followed by the advertisers to overcome ad clutter. Let us discuss them.
Repetition
To combat ad clutter, advertisers opt to increase repetition of their advertisements It is believed that repeating an advertisement leads to a better recall.
When there are no competitors in a time slot, repetition comes to the rescue and helps overcome ad clutter by increasing brand recall. However, if there are competitors present, repetition may not yield brand recall.
Alternate medium
Choosing a second medium to convey the message of advertisement is another way to deal with ad clutter. It involves using two medium simultaneously to increase product and brand recall.
This technique is said to be more effective than repetition. Customer is able to recall the advertisement better that appears in many medium than to those appearing in just on medium.
For example: Advertisement of a healthy snack, noodles is featured in television, magazine, hoarding at key locations and local transport too. This technique will foster brand recall when the customer views same brand at ore than one location.
Hence, using different medium to convey a message leads to overcome ad clutter. It also increases product recall and thus enhances advertisement effectiveness.
Variability theory
Mere repetition of the advertisement may not help always. Hence, advertisers use variability theory to counter ad clutter.
As per variability theory, the customer accepts or receives the advertisement message better if presented in different environments. Under this theory, the key message of the advertisement is kept same; however, it will be presented in a different manner.
For example: ABC manufactures baby products offering baby oil, baby cream, baby shampoo, baby soap, etc. have one tagline for all its products. However, each of their advertisement is featured against a different environment.
Environment 1: A mother promising her new born to protect the child forever, even from harmful chemicals. She chooses ABC products to keep her promise.
Environment 2: In a hospital bed, a woman eagerly awaits her new born baby to be handed over by the nurse. Once she receives the baby, she is filled with joy and also anxiety as to how to take care of the child. An elderly lady comes to her help and hands her over a gift pack of ABC products. The gift pack contains all the products of ABC manufactures for infant care.
Environment 3: A pediatrician comes home after work, washes her hands with ABC hand-wash and then uses ABC sanitizer before grabbing her own child.
In this example, same manufacturer, ABC features its product in more than one way to gain customer attention and increase product recall. It is considered as one of the most effective way to combat ad clutter.
Another important aspect that needs to be taken care of while creating effective advertising campaign is to beat ad clutter. Ad clutter means the competitors advertisement also features in the same time and medium.
For example: There are more than one brand offering toothpaste for healthy teeth and gums. If both the advertisements feature around same time slot, it leads to ad clutter.
There are a few techniques followed by the advertisers to overcome ad clutter. Let us discuss them.
Repetition
To combat ad clutter, advertisers opt to increase repetition of their advertisements It is believed that repeating an advertisement leads to a better recall.
When there are no competitors in a time slot, repetition comes to the rescue and helps overcome ad clutter by increasing brand recall. However, if there are competitors present, repetition may not yield brand recall.
Alternate medium
Choosing a second medium to convey the message of advertisement is another way to deal with ad clutter. It involves using two medium simultaneously to increase product and brand recall.
This technique is said to be more effective than repetition. Customer is able to recall the advertisement better that appears in many medium than to those appearing in just on medium.
For example: Advertisement of a healthy snack, noodles is featured in television, magazine, hoarding at key locations and local transport too. This technique will foster brand recall when the customer views same brand at ore than one location.
Hence, using different medium to convey a message leads to overcome ad clutter. It also increases product recall and thus enhances advertisement effectiveness.
Variability theory
Mere repetition of the advertisement may not help always. Hence, advertisers use variability theory to counter ad clutter.
As per variability theory, the customer accepts or receives the advertisement message better if presented in different environments. Under this theory, the key message of the advertisement is kept same; however, it will be presented in a different manner.
For example: ABC manufactures baby products offering baby oil, baby cream, baby shampoo, baby soap, etc. have one tagline for all its products. However, each of their advertisement is featured against a different environment.
Environment 1: A mother promising her new born to protect the child forever, even from harmful chemicals. She chooses ABC products to keep her promise.
Environment 2: In a hospital bed, a woman eagerly awaits her new born baby to be handed over by the nurse. Once she receives the baby, she is filled with joy and also anxiety as to how to take care of the child. An elderly lady comes to her help and hands her over a gift pack of ABC products. The gift pack contains all the products of ABC manufactures for infant care.
Environment 3: A pediatrician comes home after work, washes her hands with ABC hand-wash and then uses ABC sanitizer before grabbing her own child.
In this example, same manufacturer, ABC features its product in more than one way to gain customer attention and increase product recall. It is considered as one of the most effective way to combat ad clutter.
3
Access the following Web sites. For each, identify and evaluate the primary executional framework used. Is it the best execution, or would another execution work better Does the site use any sources or spokespersons What type of appeal is being used For each Web site, suggest how the site could be improved. Explain how the change would improve the site.
a. Kellogg's Frosted Flakes (www.frostedflakes.com)
b. Bonne Bell (www.bonnebell.com)
c. MessageMedia (www.message-media.com.au)
d. Jantzen (www.jantzen.com)
e. Jockey International (www.jockey.com)
a. Kellogg's Frosted Flakes (www.frostedflakes.com)
b. Bonne Bell (www.bonnebell.com)
c. MessageMedia (www.message-media.com.au)
d. Jantzen (www.jantzen.com)
e. Jockey International (www.jockey.com)
We will access the mentioned websites to identify and evaluate their executional framework, spokesperson and appeal. As we evaluate, we will also suggest some needful changes.
a. www.frostedflakes.com
This is a website by Kellogg's for games. The first look of the website offers lot of vibrant colors, kids and elders in gaming action, lot of information and stories of players. The bottom of the page provides the Facebook link for parents for people above 13 years of age.
Executional Framework
The website primarily follows testimonial form of execution. The website provides various videos and pictorial representation of people in gaming action. It has a running strip of pictures that can be clicked to view videos of actual game. There are some people who share their game stories with the viewers.
There is use of animation as well, to show a revolving flake and brand mascot, a tiger along with kids.
Spokesperson
The website uses typical people as spokesperson. The website has various stories by actual people who play these games.
We suggest the website could have also used parents along with the kids to woo customers as more of a family destination. As the product Kellogg flakes are more of family breakfast.
Appeal
The appeal used is rational in nature. It provides all information about the games, how they can be played and how one can be a part of the gaming action.
It has various links to create interest for kids. It includes see games in action, be a part of the game, etc.
The website shows gaming in an interesting way. It provides information and yet attracts viewers to be a part of the gaming. However, the impact of the website can be increased if it can incorporate a few testimonials from parents as well. If parents endorse a product, credibility of the product increases manifold.
Also, the website seems to have too much content with too vibrant colors. The colors may be toned down and the website may be friendlier in terms of content and appearance.
b. www.bonnebell.com
This is a cosmetic products website. The website is quite eye-capturing with some needful links for information. It features products that can be purchased by the viewer.
Executional framework
The website follows demonstration form of execution. It features various products of the brands. The website has a link, 'getthelook' offering makeup applying tips for the viewers. It has another link that suggests best color and tone for creating a dramatic look.
Spokesperson
This is one area that surprises! The website does not have a spokesperson as it does not feature a model or a female. The believability of the website and the suggestions will increase manifold if the website includes an attractive female.
Hence, we suggest that for sections where the make tips are provided, the website should use a female to show the results. This will increase the believability of the website.
Appeal
The advertisement has informational appeal as it suggests various uses of its products to get the desired look. The website will be used by high-involved customers hence the informative them and execution is the right choice.
Quality of the product is equally important with applicability of the product. Hence, informative appeal suits fine.
c. www.message-media.com.au
The website offers sms gateway services.
Executional framework
The website uses testimonial form of execution. The first page features testimonial by some of the premium brands and icons of various organization that have used the service of the said website.
Spokesperson
The website have used typical person as spokesperson. The testimonials feature regular people at work.
Appeal
The website has an informational appeal. The website is full of information pertaining to their clientele, services offered and testimonials.
The website seems to be overloaded with content. The brand will catch attention if the message is delivered in way that is easy to receive and retain. Hence, reducing the content will be helpful.
d. www.jantzen.com
The website offers swimwear donned by a female against the aptly suitable backgrounds.
Executional Framework
The website follows fantasy execution for its swimwear. The female is seen against the backdrop of luxurious locations and scenes. She is looking stunning enough to seek attention for all the viewers and target customers.
The website incites thinking about donning the apparel if visiting the similar looking locations such as resorts, pool-party, etc.
Spokesperson
The website uses a female to showcase their latest collection. This is use of typical person as spokesperson. Her figure is just apt to don the nicely crafted swimwear.
Appeal
The website has a sex appeal that features the females flaunting the new collection of the brand. The ad looks quite believable the female looks elegant and attractive to grab attention.
The website has right amount of information and features.
e. www.jockey.com
The website offers inner wear for adults. It features males and females happy flaunting their inner wears.
Executional Framework
The website uses fantasy execution by featuring various young men and women in comfortable postures wearing Jockey apparels. The website also has catchy taglines such as, 'walk the ramp-at home', etc.
Spokesperson
The website features typical persons as their spokesperson wearing Jockey apparels. The main page of the website has links for each country. Each country has a link that features respective spokespersons from host country region so that the viewer could relate with the product better.
Appeal
The website uses emotional appeal showing young and smart people wearing Jockey at home and weekends. It emphasizes comfort feature of the apparel that can be worn for different requirements such as chilling out at home, wearing comfortable inner wear for everyday fun or office, etc.
It has the best combination of advertising techniques to create a long lasting impact.
a. www.frostedflakes.com
This is a website by Kellogg's for games. The first look of the website offers lot of vibrant colors, kids and elders in gaming action, lot of information and stories of players. The bottom of the page provides the Facebook link for parents for people above 13 years of age.
Executional Framework
The website primarily follows testimonial form of execution. The website provides various videos and pictorial representation of people in gaming action. It has a running strip of pictures that can be clicked to view videos of actual game. There are some people who share their game stories with the viewers.
There is use of animation as well, to show a revolving flake and brand mascot, a tiger along with kids.
Spokesperson
The website uses typical people as spokesperson. The website has various stories by actual people who play these games.
We suggest the website could have also used parents along with the kids to woo customers as more of a family destination. As the product Kellogg flakes are more of family breakfast.
Appeal
The appeal used is rational in nature. It provides all information about the games, how they can be played and how one can be a part of the gaming action.
It has various links to create interest for kids. It includes see games in action, be a part of the game, etc.
The website shows gaming in an interesting way. It provides information and yet attracts viewers to be a part of the gaming. However, the impact of the website can be increased if it can incorporate a few testimonials from parents as well. If parents endorse a product, credibility of the product increases manifold.
Also, the website seems to have too much content with too vibrant colors. The colors may be toned down and the website may be friendlier in terms of content and appearance.
b. www.bonnebell.com
This is a cosmetic products website. The website is quite eye-capturing with some needful links for information. It features products that can be purchased by the viewer.
Executional framework
The website follows demonstration form of execution. It features various products of the brands. The website has a link, 'getthelook' offering makeup applying tips for the viewers. It has another link that suggests best color and tone for creating a dramatic look.
Spokesperson
This is one area that surprises! The website does not have a spokesperson as it does not feature a model or a female. The believability of the website and the suggestions will increase manifold if the website includes an attractive female.
Hence, we suggest that for sections where the make tips are provided, the website should use a female to show the results. This will increase the believability of the website.
Appeal
The advertisement has informational appeal as it suggests various uses of its products to get the desired look. The website will be used by high-involved customers hence the informative them and execution is the right choice.
Quality of the product is equally important with applicability of the product. Hence, informative appeal suits fine.
c. www.message-media.com.au
The website offers sms gateway services.
Executional framework
The website uses testimonial form of execution. The first page features testimonial by some of the premium brands and icons of various organization that have used the service of the said website.
Spokesperson
The website have used typical person as spokesperson. The testimonials feature regular people at work.
Appeal
The website has an informational appeal. The website is full of information pertaining to their clientele, services offered and testimonials.
The website seems to be overloaded with content. The brand will catch attention if the message is delivered in way that is easy to receive and retain. Hence, reducing the content will be helpful.
d. www.jantzen.com
The website offers swimwear donned by a female against the aptly suitable backgrounds.
Executional Framework
The website follows fantasy execution for its swimwear. The female is seen against the backdrop of luxurious locations and scenes. She is looking stunning enough to seek attention for all the viewers and target customers.
The website incites thinking about donning the apparel if visiting the similar looking locations such as resorts, pool-party, etc.
Spokesperson
The website uses a female to showcase their latest collection. This is use of typical person as spokesperson. Her figure is just apt to don the nicely crafted swimwear.
Appeal
The website has a sex appeal that features the females flaunting the new collection of the brand. The ad looks quite believable the female looks elegant and attractive to grab attention.
The website has right amount of information and features.
e. www.jockey.com
The website offers inner wear for adults. It features males and females happy flaunting their inner wears.
Executional Framework
The website uses fantasy execution by featuring various young men and women in comfortable postures wearing Jockey apparels. The website also has catchy taglines such as, 'walk the ramp-at home', etc.
Spokesperson
The website features typical persons as their spokesperson wearing Jockey apparels. The main page of the website has links for each country. Each country has a link that features respective spokespersons from host country region so that the viewer could relate with the product better.
Appeal
The website uses emotional appeal showing young and smart people wearing Jockey at home and weekends. It emphasizes comfort feature of the apparel that can be worn for different requirements such as chilling out at home, wearing comfortable inner wear for everyday fun or office, etc.
It has the best combination of advertising techniques to create a long lasting impact.
4
What issues are present when adapting an advertising program to an international audience
Unlock Deck
Unlock for access to all 30 flashcards in this deck.
Unlock Deck
k this deck
5
What is the primary goal of a conative message strategy
Unlock Deck
Unlock for access to all 30 flashcards in this deck.
Unlock Deck
k this deck
6
A resort in Florida wants to develop an advertisement highlighting scuba diving classes. The target market will be college students. Discuss the merits of each of the following approaches. In your opinion, which one would be the best Why Describe a television ad that could be created using the strategy you chose.
a. Hyperbole cognitive message strategy, humor appeal, and demonstration execution
b. Emotional message strategy, emotional appeal, and slice-of-life execution
c. Conative message strategy, scarcity appeal, and informative execution
d. Emotional or resonance message strategy, sex appeal, and fantasy execution e. Comparative message strategy, fear appeal, and testimonial execution
a. Hyperbole cognitive message strategy, humor appeal, and demonstration execution
b. Emotional message strategy, emotional appeal, and slice-of-life execution
c. Conative message strategy, scarcity appeal, and informative execution
d. Emotional or resonance message strategy, sex appeal, and fantasy execution e. Comparative message strategy, fear appeal, and testimonial execution
Unlock Deck
Unlock for access to all 30 flashcards in this deck.
Unlock Deck
k this deck
7
Black-Eyed Marketing
If Black Eyed Peas band member will.i.am wasn't in music, "He'd be the best ad executive on Madison Avenue," says Randy Phillips, president and CEO of the concert promoter AEG Live. "I've never seen anyone more astute at dealing with sponsors' and companies' needs and understanding their brands." The Black Eyed Peas have been able to move beyond the status as a high-energy band into the world of corporate sponsorship without missing a beat.
Marketers love the Black Eyed Peas for the diverse ethnicity of the band's members, writes the Wall Street Journal. The band's corporate backers include Coors, Levi's, Honda, Apple, Verizon, and Pepsi. The advertisement featuring the group's song "Hey Mama" and dancing silhouettes that was used to help launch Apple's iTunes store gained almost iconic status.
What makes this group of musicians such an effective set of spokespeople Part of the appeal is the group's global fan base and the Pea's fetching party anthems, with powerful dance beats, crazy special effects, and repetitive hooks that are integrated into numerous party mixes. As one critic noted, the band achieves the nearly impossible-making both kids and their parents feel cool at the same time.
Beyond the glitz and glitter of the shows, the group gives careful thought to its marketing. Oftentimes, will.i.am pitches concepts to corporate sponsors himself, using "decks" that sum up the Peas' package, frequently in PowerPoint form. He reports, "I consider us a brand. A brand always has stylized decks, from colors to fonts. Here's our demographic. Here's the reach. Here's the potential. Here's how the consumer will benefit from the collaboration."
There was a time when rock and roll was nearly synonymous with rebellion. Bands with corporate ties would be viewed as sell outs. For companies such a move would seem too risky; especially if the band's fans felt betrayed. Over the years, music has become less threatening, as Baby Boomers near retirement age.
The economics of music have also changed. Downloading and pirating CDs is commonplace. Bands can no longer count on record sales to make money. Many younger bands now look for other sources of income and publicity. The Peas were among the fastest learners of the industry's new math. Even now, however, the band hears complaints that they are merely shills. "You have to take the criticism, and sometimes it hurts a lot," says band member Stacy Ferguson, who is also known Fergie.
Currently, many top-name musicians and groups have corporate sponsors. Cooperative advertisements promote the brand, the band, and often a tour. The Rolling Stones began the movement when the group's "Tattoo You" tour was sponsored by Jovan Musk cologne. Even groups that at first resolutely avoided corporate tie-ins, such as U2, have changed. U2 developed a relationship with Apple that included commercials featuring the song "Vertigo." The band helped with Black- Berry commercials and had a sponsored tour with the brand.
The Black Eyed Peas use marketing to enhance the band's image and presence.
The Black Eyed Peas continues to expand their corporate connections. A concert in Times Square promoted Samsung's new line of 3D televisions, which led to a meeting with Avatar director James Cameron, who agreed to direct a feature film about the Peas. The 3D film incorporates concerts, travel footage, and narrative themes about technology, dreams, and the brain.
According to will.i.am, all corporate partnerships are equally important. The band lends its music at relatively small charges in exchange for exposure. "It wasn't about the check," says former manager Seth Friedman.
The efforts have paid off. The Black Eyed Peas have performed at an NFL season-kickoff show and at half time of the Super Bowl, New Year's Eve in Times Square, the Grammys, a Victoria's Secret fashion show, and the season opener for The Oprah Winfrey Show, for which they summoned a flash mob of synchronized dancers to downtown Chicago. As will.i.am puts it, "I get the credit from the brands. They know. I used to work with the marketing people and the agencies, now I work with the CEOs of these companies."
1. Discuss each of the source characteristics in terms of the Black Eyed Peas serving as a spokesperson for a product. Would it make a difference as to what type of product the Black Eyed Peas were endorsing Explain.
2. What types of brands or products are best suited to endorsements by the Black Eyed Peas By rock bands in general What about country music artists
3. If you were going to design a television advertisement for a concert for the Black Eyed Peas, what would be your target market What message strategy and executional framework would you use Why Describe your concept of an effective television ad.
4. Suppose the Black Eyed Peas were contracted to perform at your university. Design a print ad for your local student newspaper. Discuss the message strategy and execution you used and why you used it.
5. What types of brands or products would not be suited to endorsements by groups such as the Black Eyed Peas
Source: John Jurgensen, "The Most Corporate Band in America," Wall Street Journal Online (www.wsj.com, accessed April 14, 2010).
If Black Eyed Peas band member will.i.am wasn't in music, "He'd be the best ad executive on Madison Avenue," says Randy Phillips, president and CEO of the concert promoter AEG Live. "I've never seen anyone more astute at dealing with sponsors' and companies' needs and understanding their brands." The Black Eyed Peas have been able to move beyond the status as a high-energy band into the world of corporate sponsorship without missing a beat.
Marketers love the Black Eyed Peas for the diverse ethnicity of the band's members, writes the Wall Street Journal. The band's corporate backers include Coors, Levi's, Honda, Apple, Verizon, and Pepsi. The advertisement featuring the group's song "Hey Mama" and dancing silhouettes that was used to help launch Apple's iTunes store gained almost iconic status.
What makes this group of musicians such an effective set of spokespeople Part of the appeal is the group's global fan base and the Pea's fetching party anthems, with powerful dance beats, crazy special effects, and repetitive hooks that are integrated into numerous party mixes. As one critic noted, the band achieves the nearly impossible-making both kids and their parents feel cool at the same time.
Beyond the glitz and glitter of the shows, the group gives careful thought to its marketing. Oftentimes, will.i.am pitches concepts to corporate sponsors himself, using "decks" that sum up the Peas' package, frequently in PowerPoint form. He reports, "I consider us a brand. A brand always has stylized decks, from colors to fonts. Here's our demographic. Here's the reach. Here's the potential. Here's how the consumer will benefit from the collaboration."
There was a time when rock and roll was nearly synonymous with rebellion. Bands with corporate ties would be viewed as sell outs. For companies such a move would seem too risky; especially if the band's fans felt betrayed. Over the years, music has become less threatening, as Baby Boomers near retirement age.
The economics of music have also changed. Downloading and pirating CDs is commonplace. Bands can no longer count on record sales to make money. Many younger bands now look for other sources of income and publicity. The Peas were among the fastest learners of the industry's new math. Even now, however, the band hears complaints that they are merely shills. "You have to take the criticism, and sometimes it hurts a lot," says band member Stacy Ferguson, who is also known Fergie.
Currently, many top-name musicians and groups have corporate sponsors. Cooperative advertisements promote the brand, the band, and often a tour. The Rolling Stones began the movement when the group's "Tattoo You" tour was sponsored by Jovan Musk cologne. Even groups that at first resolutely avoided corporate tie-ins, such as U2, have changed. U2 developed a relationship with Apple that included commercials featuring the song "Vertigo." The band helped with Black- Berry commercials and had a sponsored tour with the brand.
The Black Eyed Peas use marketing to enhance the band's image and presence.
The Black Eyed Peas continues to expand their corporate connections. A concert in Times Square promoted Samsung's new line of 3D televisions, which led to a meeting with Avatar director James Cameron, who agreed to direct a feature film about the Peas. The 3D film incorporates concerts, travel footage, and narrative themes about technology, dreams, and the brain.
According to will.i.am, all corporate partnerships are equally important. The band lends its music at relatively small charges in exchange for exposure. "It wasn't about the check," says former manager Seth Friedman.
The efforts have paid off. The Black Eyed Peas have performed at an NFL season-kickoff show and at half time of the Super Bowl, New Year's Eve in Times Square, the Grammys, a Victoria's Secret fashion show, and the season opener for The Oprah Winfrey Show, for which they summoned a flash mob of synchronized dancers to downtown Chicago. As will.i.am puts it, "I get the credit from the brands. They know. I used to work with the marketing people and the agencies, now I work with the CEOs of these companies."
1. Discuss each of the source characteristics in terms of the Black Eyed Peas serving as a spokesperson for a product. Would it make a difference as to what type of product the Black Eyed Peas were endorsing Explain.
2. What types of brands or products are best suited to endorsements by the Black Eyed Peas By rock bands in general What about country music artists
3. If you were going to design a television advertisement for a concert for the Black Eyed Peas, what would be your target market What message strategy and executional framework would you use Why Describe your concept of an effective television ad.
4. Suppose the Black Eyed Peas were contracted to perform at your university. Design a print ad for your local student newspaper. Discuss the message strategy and execution you used and why you used it.
5. What types of brands or products would not be suited to endorsements by groups such as the Black Eyed Peas
Source: John Jurgensen, "The Most Corporate Band in America," Wall Street Journal Online (www.wsj.com, accessed April 14, 2010).
Unlock Deck
Unlock for access to all 30 flashcards in this deck.
Unlock Deck
k this deck
8
How is an executional framework different from an ad appeal How are they related
Unlock Deck
Unlock for access to all 30 flashcards in this deck.
Unlock Deck
k this deck
9
Select five advertisements from a magazine. Identify the message strategy, appeal, and executional framework in each. Did the creative select the right combination for the advertisement What other message strategies or executional frameworks could have been used
Unlock Deck
Unlock for access to all 30 flashcards in this deck.
Unlock Deck
k this deck
10
Name three influential commercial spokespersons. For each one, discuss the five characteristics used to evaluate spokespersons and their overall level of credibility. Next, make a list of three individuals who are poor spokespersons. Discuss each of the five evaluation characteristics for each of these individuals. What differences exist between an effective and a poor spokesperson
Unlock Deck
Unlock for access to all 30 flashcards in this deck.
Unlock Deck
k this deck
11
Current as well as past Super Bowl ads are available at www.superbowl-ads.com. Access the site and compare Super Bowl ads for the last several years. What types of message strategies were used What types of executions were used Who and what types of endorsers were used Compare and contrast these three elements of ads.
Unlock Deck
Unlock for access to all 30 flashcards in this deck.
Unlock Deck
k this deck
12
List as many uses of animation-based advertisements as possible. What forms of animation are possible with the available technology
Unlock Deck
Unlock for access to all 30 flashcards in this deck.
Unlock Deck
k this deck
13
Name the three types of message strategies creatives can use. How are message strategies related to the message theme
Unlock Deck
Unlock for access to all 30 flashcards in this deck.
Unlock Deck
k this deck
14
Find a copy of a business journal, such as Business- Week or Fortune , or a trade journal. Also locate a copy of a consumer periodical such as Glamour , Time , Sports Illustrated , or a specialty magazine. Look through an entire issue. What differences between the advertisements in the business journal and consumer journals are readily noticeable For each of the concepts that follow, discuss specific differences you noted between the two types of magazines. Explain why the differences exist.
a. Message strategies
b. Executional frameworks
c. Sources and spokespersons
a. Message strategies
b. Executional frameworks
c. Sources and spokespersons
Unlock Deck
Unlock for access to all 30 flashcards in this deck.
Unlock Deck
k this deck
15
For a number of years, LendingTree.com featured the tagline "When banks compete, you win." In the mid-2000s, when the housing market tumbled, mortgage companies faced financial problems, and consumers defaulted on home mortgages, LendingTree.com changed its approach. The company developed new ads and modified the Web site to educate consumers about "smart borrowing." Other financial and mortgage companies followed suit. JPMorgan Chase asserted "Whether you are saving money, looking for a loan, or managing a business, you can always depend on Chase." Astoria Federal Savings promoted its longevity, telling consumers it had been in business "more than 118 years" and using phrases such as "We're part of your community" and "We're here when you need us."44
The marketing department for First National Bank intends to promote its home mortgage business. They are not sure about which creative message strategy to use, which execution would work best, and which appeal to use. They would also like to use some type of spokesperson, but they are not sure which of the four types would be the most effective. They also realize they cannot afford a celebrity.
Based on the information provided, design a print advertisement for the local newspaper for First National Bank. Describe a television campaign for the bank. Before launching into these two creative assignments, identify and justify your choice of creative message strategy, executional framework, appeal, and spokesperson.
The marketing department for First National Bank intends to promote its home mortgage business. They are not sure about which creative message strategy to use, which execution would work best, and which appeal to use. They would also like to use some type of spokesperson, but they are not sure which of the four types would be the most effective. They also realize they cannot afford a celebrity.
Based on the information provided, design a print advertisement for the local newspaper for First National Bank. Describe a television campaign for the bank. Before launching into these two creative assignments, identify and justify your choice of creative message strategy, executional framework, appeal, and spokesperson.
Unlock Deck
Unlock for access to all 30 flashcards in this deck.
Unlock Deck
k this deck
16
How are slice-of-life and dramatization executional frameworks similar How are they different
Unlock Deck
Unlock for access to all 30 flashcards in this deck.
Unlock Deck
k this deck
17
Peerless Marketing
In the United States, the majority of homes have indoor plumbing. Sinks, faucets, toilets, and other pieces of hardware are largely taken for granted. Only in two circumstances are they prominently in the minds of customers. The first is when a plumbing product is being purchased for the first time, such as when a home is being built or an area is being refurbished. The second is when an item is defective and must be replaced.
Manufacturers try to make certain consumers will remember a company's brand and that it will be preferred by builders and plumbers. The products must be placed in stores such as Home Depot or Lowes in ways that makes them easy to find and always accessible.
One of the major players in the plumbing fixture marketplace is Delta Faucet Company. A strange path brought the company to prominence. In the 1920s, an immigrant named Alex Manoogian founded Masco Company, which provided auto parts. Twenty-five years later, Manoogian was contacted by an inventor who had created the first washerless faucet. Although it was not related to his current business, Manoogian saw the potential and refined the item, which was first sold out of the trunks of salesmen's cars, as the first Delta Faucet. The name was chosen because a key part of the product resembled the shape of the Greek letter delta.
The Delta Faucet Company became a separate part of the original Masco Company and relocated. Over the next two decades, it expanded quickly to an entire line of products. Currently, Delta Faucet Company is a multinational firm with four primary locations: Indianapolis, Indiana; Jackson, Tennessee; London Ontario, Canada; and Panyu, China. It sells over 1 million faucets per month. The overall Masco Company now sells door hardware and locks, cabinets, and glass products in addition to faucets.
The Delta line includes two other names: Brizo and Peerless. Brizo is the high-end line of faucets, Delta is the flagship and primary brand, and Peerless is the lower-end line of items.
The primary advertising challenges appear to exist in four main areas. First, company leaders must make sure that one brand does not cannibalize the others. The brands must remain as distinct products offered to separate sets of consumers. Second, the brands must be viewed as the primary choices and must be remembered by consumers when the time comes to buy a plumbing fixture. Third, there cannot be brand confusion. Builders and plumbers must believe that the fixtures are distinct along several lines, including quality and durability, ease of installation, and strong warranties, but they must also be perceived as being fashionable. Fourth, innovation has become a new part of the plumbing fixture industry. A wide variety of options exist. Delta's products must compete with all the new faucet variations and retain its position as a manufacturer.
The Delta Faucet Company offers the Peerless brand.
Complications occur due to differences in markets and customers. Many contractors and builders are simply looking for a low-cost option, especially when lower-end rental properties and similar units are being developed. Plumbers may be willing to install a wide variety of products. They will consider the costs of a product but also want something that will be easy to install and that will be durable. Individual consumers are the most likely to be interested in other product qualities, such as novel features and the look of the product.
1. What type of message strategy should Delta Faucet Company utilize Should it be the same for all of the brands and in all of the markets (builders, plumbers, consumers)
2. What leverage point makes the most sense for Delta Faucet Company advertising
3. What type of executional framework should be used in traditional advertisements aimed at consumers
4. What type of executional framework should be used for print advertisements aimed at contractors, builders, and plumbers Why might it be different (or the same) from ads aimed at consumers
5. Should the company use a spokesperson If so, which one of the four types should be used Justify your answers.
Source: www.deltafaucet.com (accessed April 20, 2012)
In the United States, the majority of homes have indoor plumbing. Sinks, faucets, toilets, and other pieces of hardware are largely taken for granted. Only in two circumstances are they prominently in the minds of customers. The first is when a plumbing product is being purchased for the first time, such as when a home is being built or an area is being refurbished. The second is when an item is defective and must be replaced.
Manufacturers try to make certain consumers will remember a company's brand and that it will be preferred by builders and plumbers. The products must be placed in stores such as Home Depot or Lowes in ways that makes them easy to find and always accessible.
One of the major players in the plumbing fixture marketplace is Delta Faucet Company. A strange path brought the company to prominence. In the 1920s, an immigrant named Alex Manoogian founded Masco Company, which provided auto parts. Twenty-five years later, Manoogian was contacted by an inventor who had created the first washerless faucet. Although it was not related to his current business, Manoogian saw the potential and refined the item, which was first sold out of the trunks of salesmen's cars, as the first Delta Faucet. The name was chosen because a key part of the product resembled the shape of the Greek letter delta.
The Delta Faucet Company became a separate part of the original Masco Company and relocated. Over the next two decades, it expanded quickly to an entire line of products. Currently, Delta Faucet Company is a multinational firm with four primary locations: Indianapolis, Indiana; Jackson, Tennessee; London Ontario, Canada; and Panyu, China. It sells over 1 million faucets per month. The overall Masco Company now sells door hardware and locks, cabinets, and glass products in addition to faucets.
The Delta line includes two other names: Brizo and Peerless. Brizo is the high-end line of faucets, Delta is the flagship and primary brand, and Peerless is the lower-end line of items.
The primary advertising challenges appear to exist in four main areas. First, company leaders must make sure that one brand does not cannibalize the others. The brands must remain as distinct products offered to separate sets of consumers. Second, the brands must be viewed as the primary choices and must be remembered by consumers when the time comes to buy a plumbing fixture. Third, there cannot be brand confusion. Builders and plumbers must believe that the fixtures are distinct along several lines, including quality and durability, ease of installation, and strong warranties, but they must also be perceived as being fashionable. Fourth, innovation has become a new part of the plumbing fixture industry. A wide variety of options exist. Delta's products must compete with all the new faucet variations and retain its position as a manufacturer.
The Delta Faucet Company offers the Peerless brand.
Complications occur due to differences in markets and customers. Many contractors and builders are simply looking for a low-cost option, especially when lower-end rental properties and similar units are being developed. Plumbers may be willing to install a wide variety of products. They will consider the costs of a product but also want something that will be easy to install and that will be durable. Individual consumers are the most likely to be interested in other product qualities, such as novel features and the look of the product.
1. What type of message strategy should Delta Faucet Company utilize Should it be the same for all of the brands and in all of the markets (builders, plumbers, consumers)
2. What leverage point makes the most sense for Delta Faucet Company advertising
3. What type of executional framework should be used in traditional advertisements aimed at consumers
4. What type of executional framework should be used for print advertisements aimed at contractors, builders, and plumbers Why might it be different (or the same) from ads aimed at consumers
5. Should the company use a spokesperson If so, which one of the four types should be used Justify your answers.
Source: www.deltafaucet.com (accessed April 20, 2012)
Unlock Deck
Unlock for access to all 30 flashcards in this deck.
Unlock Deck
k this deck
18
Identify an advertisement that uses each of the following executional frameworks. Evaluate the advertisement in terms of how well it is executed. Also, did the appeal and message strategy fit well with the execution Was the ad memorable What made it memorable
a. Animation
b. Slice-of-life
c. Testimonial
d. Authoritative
e. Demonstration
f. Fantasy
g. Informative
a. Animation
b. Slice-of-life
c. Testimonial
d. Authoritative
e. Demonstration
f. Fantasy
g. Informative
Unlock Deck
Unlock for access to all 30 flashcards in this deck.
Unlock Deck
k this deck
19
Watch five television advertisements. Identify the message strategy, appeal, and executional framework each uses. Did the creative select the right combination for the advertisement What other message strategies or executional frameworks could have been used
Unlock Deck
Unlock for access to all 30 flashcards in this deck.
Unlock Deck
k this deck
20
How are authoritative and informational executional frameworks similar How are they different
Unlock Deck
Unlock for access to all 30 flashcards in this deck.
Unlock Deck
k this deck
21
Most advertising agencies provide examples of advertisements on company Web pages. The goal is to display the agency's creative abilities to potential clients. Using a search engine, locate three different advertising agencies. Locate samples of their work. Compare the ads produced by these three agencies in terms of message appeals, executions, and spokespersons. What similarities do you see What differences do you see Which agency, in your opinion, is the most creative Why
Unlock Deck
Unlock for access to all 30 flashcards in this deck.
Unlock Deck
k this deck
22
What types of testimonials can advertisers use Give an example of each.
Unlock Deck
Unlock for access to all 30 flashcards in this deck.
Unlock Deck
k this deck
23
What types of goods or services best match cognitive message strategies List the five types of cognitive approaches.
Unlock Deck
Unlock for access to all 30 flashcards in this deck.
Unlock Deck
k this deck
24
Which media are best for demonstration-type ads
Unlock Deck
Unlock for access to all 30 flashcards in this deck.
Unlock Deck
k this deck
25
Studies involving comparative advertisements versus to noncomparative advertisements produced the following findings.43 Discuss why you think each statement is true. Try to think of comparative ads you have seen that substantiate these claims.
a. Message awareness was higher for comparative ads than for noncomparative ads if the brands were already established brands.
b. Brand recall was higher for comparative ads than for noncomparative ads.
c. Comparative ads were viewed as less believable than noncomparative ads.
d. Attitudes toward comparative ads were more negative than those toward noncomparative ads.
a. Message awareness was higher for comparative ads than for noncomparative ads if the brands were already established brands.
b. Brand recall was higher for comparative ads than for noncomparative ads.
c. Comparative ads were viewed as less believable than noncomparative ads.
d. Attitudes toward comparative ads were more negative than those toward noncomparative ads.
Unlock Deck
Unlock for access to all 30 flashcards in this deck.
Unlock Deck
k this deck
26
What kinds of products or services are best suited to fantasy-based executional frameworks What products or services are poor candidates for fantasies
Unlock Deck
Unlock for access to all 30 flashcards in this deck.
Unlock Deck
k this deck
27
Access the following Web sites. For each, identify the primary message strategy used. Does the site use any sources or spokespersons What type of appeal is being used For each Web site, suggest how the site could be improved. Explain how the change would improve the site.
a. Georgia-Pacific ( www.gp.com )
b. Playland International ( www.playland-inc.com )
c. MGM Grand ( www.mgmgrand.com )
d. The Exotic Body ( www.exoticbody.com )
e. CoverGirl ( www.covergirl.com )
f. Dove ( www.dove.com )
g. Skechers ( www.skechers.com )
a. Georgia-Pacific ( www.gp.com )
b. Playland International ( www.playland-inc.com )
c. MGM Grand ( www.mgmgrand.com )
d. The Exotic Body ( www.exoticbody.com )
e. CoverGirl ( www.covergirl.com )
f. Dove ( www.dove.com )
g. Skechers ( www.skechers.com )
Unlock Deck
Unlock for access to all 30 flashcards in this deck.
Unlock Deck
k this deck
28
Identify the four main types of sources or spokespersons. What are the advantages and disadvantages of each
Unlock Deck
Unlock for access to all 30 flashcards in this deck.
Unlock Deck
k this deck
29
When will an affective message strategy be most effective What two types of affective messages can creatives design Give an example of each.
Unlock Deck
Unlock for access to all 30 flashcards in this deck.
Unlock Deck
k this deck
30
List the key criteria used when selecting a spokesperson.
Unlock Deck
Unlock for access to all 30 flashcards in this deck.
Unlock Deck
k this deck
Unlock Deck
Unlock for access to all 30 flashcards in this deck.
