284 CHAPTER15 DESIGNING ANDMANAGINGINTEGRATEDMARKETINGCOMMUNICATIONS
the message. Any message can be presented in a number of execution styles: slice of
life, lifestyle, fantasy, mood or image, musical, personality symbol, technical expertise,
scientific evidence, and testimonial. For example, testimonial advertising is used by
Rogaine extra-strength for men, which promises to grow back more hair than does its
predecessor. Rogaine television ads feature noted sports figures such as Utah Jazz bas-
ketball star Karl Malone delivering testimonials; in the ads, Malone says he got good
results after using the product for 5 months.^22
The actual words in an ad must be memorable and attention-getting to make an
impression on the audience. The following ad themes (column on left) would have
had much less impact without the creative phrasing (column on right):Theme Creative Copy
Milk is good for you. Got milk? (Milk industry)
Our technology can help you do Where do you want to go today?
almost anything. (Microsoft)
No hard sell, just a good car. Drivers wanted (Volkswagen)
You set the price instead of paying Name your own price. (Priceline.com)
the regular price.Format elements such as ad size, color, and illustration will affect an ad’s impact
as well as its cost. Yet a minor rearrangement of mechanical elements can improve
attention-getting power. Larger-size ads gain more attention, though not necessarily by
as much as their difference in cost. Four-color illustrations increase ad effectiveness as
well as ad cost. Still, by carefully planning the relative dominance of different ele-
ments, companies can achieve better message delivery.Social Responsibility Review
Advertisers and their agencies must be sure their “creative” advertising does not over-
step social and legal norms. Most marketers work hard to communicate openly and
honestly with consumers. Still, abuses occur, and public policymakers have developed
a substantial body of laws and regulations to govern advertising. Under U.S. law, for
example, companies must avoid false or deceptive advertising. Also, sellers are legally
obligated to avoid bait-and-switch advertising that attracts buyers under false pre-
tenses.^23 And, to be socially responsible, advertisers must be careful not to offend eth-
nic groups, racial minorities, or special-interest groups. For instance, a commercial for
Black Flag insecticide was altered after a veterans group protested the playing of Taps
over dead bugs.^24
Some companies have begun building ad campaigns on a platform of social
responsibility. Look at Ethical Funds, a Canadian mutual fund firm that will not invest
in corporations that are involved in the production of military weapons, tobacco,
nuclear power, and those with unfair employment practices, poor environmental
records, or companies that support reactionary political regimes. One Ethical Funds
ad shows scenes of child labor and people dying from cancer, presumably caused by
smoking, then asks, “Do you know where your money goes?” Ethical Funds has grown
from $100 million in assets to more than $2 billion over the last decade.^25Developing Media Strategies
After choosing the message, the next task is to choose media to carry it. The steps here
are deciding on desired reach, frequency, and impact; choosing among major media
types; selecting specific media vehicles; deciding on media timing; and deciding on
geographical media allocation.