Advertising Highlights---

What is Conative Strategy

Conative message strategies are designed to lead more directly to some type of consumer response. They can be used to support other promotional efforts, such as coupon redemption programs, internet "hits" and orders, and in-store offers such as buy one get one free. The goal of the conative advertisement is to elicit behavior. A contative strategy is present in any television advertisement for music CDs that seeks to persuade viewers to call a toll-free number to purchase the music. These ads typically encourage quick action  By stating that the CD can not be purchased at stores and is only available for a limited time.

ACTION-INDUCING CONATIVE ADVERTISEMENTS

Such ads create situations in which cognitive knowledge of the product or affective liking of the product may come later (after the actual purchase) or during product usage. For instance, a point-of-purchase display is designed (sometimes through advertising tie-ins) to cause peoples to make impulse buys. The goal is to make the sale, with cognitive knowledge and affective feelings forming as the product is used. In terms of an attitude sequence, conative message strategies typically utilize the conative > cognitive > affective approach.

PROMOTIONAL SUPPORT CONATIVE ADVERTISEMENTS

Such ads are used to support other promotional efforts.  Besides coupon and phone-in-promotions, a company may advertise a sweepstakes that a consumer enters by filling out the form on the advertisement or by going to a particular retail store.

Cognitive, affective, conative strategies can be matched with the hierarchy of effects approach. The hierarchy of effects model suggests that consumers pass through series of stages, from awareness to knowledge, liking, preference, conviction, and finally to the purchase. Each message strategy can highlight the different stage of hierarchy of effects model.

Choosing the right message strategy is the key ingredient in creating the successful advertising program. To be effective, the message strategy must be carefully mapped with the leverage point and executional framework that have been selected as well as with the media that will be utilized. The creative and the account executive must remain in constant contact throughout the process to be certain all of these advertising ingredients are consistent.