Launch! Advertising and Promotion in Real Time, 2009a
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Launch! Advertising and Promotion in Real Time, 2009a

Launch! Advertising and Promotion in Real Time, 2009a Launch! Advertising and Promotion in Real Time, 2009a

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[2] David Carr and Tracie Rozhon, “Abercrombie & Fitch to End its Racy Magazine,” New York Times Online, December 10, 2003, http://query.nytimes.com/gst/fullpage. html?res=950CE2D71F3DF933A25751C1A9659C8B63 (accessed August 7, 2008). [3] Rebecca Gardyn, “Where’s the Lovin’?” American Demographics (February 2001): 10. [4] Constantine Von Hoffman, “Dial Corp. Tries Bringing ‘Sexy’ Soft & Dri Back: Rebranding Makes an Emotional Appeal to Women,” Brandweek, January 29, 2007, 9. [5] Michael S. LaTour, “Female Nudity in Print Advertising: An Analysis of Gender Differences in Arousal and Ad Response,” Psychology & Marketing 7, no. 1 (1990): 65–81. [6] Penny M. Simpson, Steve Horton, and Gene Brown, “Male Nudity in Advertisements: A Modified Replication and Extension of Gender and Product Effects,” Journal of the Academy of Marketing Science 24, no. 3 (1996): 257– 62. [7] Randall Rothenberg, “Age Hasn’t Mellowed This Agency,” New York Times, April 13, 1990, D1. [8] Brian Steinberg, “VW Uses Shock Treatment to Sell Jetta’s Safety, Ads Test a Risky Approach with Graphic Car Crashes; ‘Any of the Actors Hurt?’” Wall Street Journal, April 19, 2006, B4. [9] Eric Pfanner, “Ad for New Train Service Strains European Taste,” New York Times Online, December 3, 2007, http://www.nytimes.com/2007/12/03/business/world business/03eurostar.html (accessed February 10, 2009). [10] Quoted in Karen Krebsbach, “Community Bank’s ‘Bank Happy’ Sets Cheerful, Playful Tone,” US Banker 117, no. 7 (July 2007), 28. [11] Quoted in Ken Wheaton, “Political Ads that Provide a Laugh?” Advertising Age, August 6, 2007, 4. [12] Leslie Picot-Zane, “Is Advertising Too Emotional?” Brandweek, January 9, 2006, 18. [13] Sang-Pil Han and Sharon Shavitt, “Persuasion and Culture: Advertising Appeals in Individualistic and Collectivistic Societies,” Journal of Experimental Social Psychology 30 (1994): 326–50. [14] Simeon Chow and Sarit Amir, “The Universality of Values: Implications for Global Advertising Strategy,” Journal of Advertising Research 46, no. 3 (2006): 301. [15] Brian Steinberg, “Need a Slogan? Ask Your Harshest Critic; CW Proudly Declares ‘Gossip Girl’ Is ‘Mind- Blowingly Inappropriate,’” Advertising Age, July 23, 2008,http://adage.com/mediaworks/article?article_id=129837 (accessed July 24, 2008). Saylor URL: http://www.saylor.org/books Saylor.org 373

12.3 Executional Frameworks: How Ads Generate Relevance LEARNING OBJECTIVES After studying this section, students should be able to do the following: 1. Compare and contrast the five types of executional frameworks. 2. Characterize “star power” and its usefulness to advertising. An executional framework defines how the ad is structured. Executional frameworks get your interest, create the desire for the good or service, and motivate you to purchase it. Let’s look at five types of executional frameworks. Lifestyle Framework A lifestyle framework shows how the product fits into your life. For example, the “Denny’s Always Works” campaign emphasizes that the nation’s largest full-service family restaurant chain is open twenty-four hours and has a variety of meal choices that meet a range of unique dining needs. Each TV commercial opens with a consumer describing why Denny’s fits perfectly into his or her life. The ads are shot on a striking yellow background with simple, fun animation that accents what the person is saying. An actor portraying a Denny’s guest customer speaks, and then the spot closes with a close-up of delicious food footage. To show different lifestyles, one of the fifteen-second spots opens on a frazzled mom who is amazed that Denny’s breakfasts can fill up even her teenaged boys. “I didn’t think that was possible,” she says. Another fifteen-second spot features a young twenty-something guy saying how Denny’s extends his late night fun, because after the club scene winds down he can still get great food at Denny’s. [1] Scientific Framework A scientific framework uses research and evidence to show the brand’s superiority over other brands. This executional style is popular with pharmaceuticals or with food products or beauty products that distinguish themselves in terms of their health benefits. For example, when the German pharmaceuticals maker Beiersdorf relaunched its Nivea Baby line of skin care products in Europe, it put a greater emphasis on the line’s extensive dermatological testing. “Clinical tests have always been a standard in the development of Nivea Baby products,” said Ingo Hahn, Beiersdorf’s lab manager for skin care product development. “However, with rising expectations of parents regarding product safety and skin compatibility in baby care, we decided to put more emphasis on this fact with the brand relaunch in 2005, Saylor URL: http://www.saylor.org/books Saylor.org 374

12.3 Executional Frameworks: How Ads Generate Relevance<br />

LEARNING OBJECTIVES<br />

After study<strong>in</strong>g this section, students should be able to do the follow<strong>in</strong>g:<br />

1. Compare <strong>and</strong> contrast the five types of executional frameworks.<br />

2. Characterize “star power” <strong>and</strong> its usefulness to advertis<strong>in</strong>g.<br />

An executional framework def<strong>in</strong>es how the ad is structured. Executional frameworks get your <strong>in</strong>terest,<br />

create the desire for the good or service, <strong>and</strong> motivate you to purchase it. Let’s look at five types of<br />

executional frameworks.<br />

Lifestyle Framework<br />

A lifestyle framework shows how the product fits <strong>in</strong>to your life. For example, the “Denny’s Always Works”<br />

campaign emphasizes that the nation’s largest full-service family restaurant cha<strong>in</strong> is open twenty-four<br />

hours <strong>and</strong> has a variety of meal choices that meet a range of unique d<strong>in</strong><strong>in</strong>g needs. Each TV commercial<br />

opens with a consumer describ<strong>in</strong>g why Denny’s fits perfectly <strong>in</strong>to his or her life. The ads are shot on a<br />

strik<strong>in</strong>g yellow background with simple, fun animation that accents what the person is say<strong>in</strong>g. An actor<br />

portray<strong>in</strong>g a Denny’s guest customer speaks, <strong>and</strong> then the spot closes with a close-up of delicious food<br />

footage. To show different lifestyles, one of the fifteen-second spots opens on a frazzled mom who is<br />

amazed that Denny’s breakfasts can fill up even her teenaged boys. “I didn’t th<strong>in</strong>k that was possible,” she<br />

says. Another fifteen-second spot features a young twenty-someth<strong>in</strong>g guy say<strong>in</strong>g how Denny’s extends his<br />

late night fun, because after the club scene w<strong>in</strong>ds down he can still get great food at Denny’s. [1]<br />

Scientific Framework<br />

A scientific framework uses research <strong>and</strong> evidence to show the br<strong>and</strong>’s superiority over other br<strong>and</strong>s. This<br />

executional style is popular with pharmaceuticals or with food products or beauty products that<br />

dist<strong>in</strong>guish themselves <strong>in</strong> terms of their health benefits. For example, when the German pharmaceuticals<br />

maker Beiersdorf relaunched its Nivea Baby l<strong>in</strong>e of sk<strong>in</strong> care products <strong>in</strong> Europe, it put a greater emphasis<br />

on the l<strong>in</strong>e’s extensive dermatological test<strong>in</strong>g. “Cl<strong>in</strong>ical tests have always been a st<strong>and</strong>ard <strong>in</strong> the<br />

development of Nivea Baby products,” said Ingo Hahn, Beiersdorf’s lab manager for sk<strong>in</strong> care product<br />

development. “However, with ris<strong>in</strong>g expectations of parents regard<strong>in</strong>g product safety <strong>and</strong> sk<strong>in</strong><br />

compatibility <strong>in</strong> baby care, we decided to put more emphasis on this fact with the br<strong>and</strong> relaunch <strong>in</strong> 2005,<br />

Saylor URL: http://www.saylor.org/books<br />

Saylor.org<br />

374

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