Driving Force
The value orientation of the
Executional Framework: The
overall scenario or action plot,
plus the details of the advertising
execution. The EF provides the
"vehicle" by which the value
orientation is communicated;
especially the Gestalt of the
adverstisement; its veral tone
and style
strategy: the end level to be Values
focused on in the advertising
Leverage Point
The manner by which the adverting
will "tap int" reach or activate the
Traits
value or end-level f focus; the
specific key way in which the value
is linked to the specific features of
the adversting
Consumer Benefit
The major positive consequences
for the consumer that are explicitly Consequences
communicated, verbally, or visually,
in the advertising
Massage Elements
The specific attributes,
consequences or features abut the Attributes
product that communicated
verbally or visually
 Driving Force

Belonging Values

Leverage Point

Good times/fun, Friendship,

Executional Framework: Effective Traits
Sharing
use of humor portraying affable
foobal celebrities (Dick & Bubba)
as nvice golfers. They are shown
holding beer cans while
discussion the merits f drinking
"lite" beer. Consumer Benefit

Less filling, Enjoyable/relaxing, Consequences

Refreshing, Not gain weight

Massage Elements

Less calories, Great taste, light Attributes

taste