advertising design: theoretical frameworks and types of appeals chapter 6 copyright © 2010 pearson...
TRANSCRIPT
Advertising Design: Theoretical
Frameworks and Types of Appeals
Chapter 6
Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 6-1
Chapter Objectives1. How do advertising theories help the
creative move a consumer from awareness of a product to the eventual purchase decision?
2. What roles do attitudes and values play in developing advertising messages?
3. When should visual and verbal elements be integrated into advertisements?
4. What factors might influence the effectiveness of an advertising appeal?
5. Are there differences in creating advertisements for business-to-business and in international markets?
Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 6-2
Ecko Enterprises
• Urban Apparel• Ecko Enterprises – 1993• G-Unit Clothing Company• Zoo York label• Complex Magazine• Advertising in hip hop
magazines
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Chapter Overview
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•Advertising design Hierarchy of effects
model Means-end theory Visual and verbal
imaging
•Advertising appeals6-4
Creative Brief• The objective• The target audience• The message theme• The support• The constraints
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Advertising Theory
• Hierarchy of effects model
• Means-end chain
• Visual and verbal imaging
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Hierarchy of Effects
• Awareness• Knowledge• Liking• Preference• Conviction• Purchase
Model Attitude
• Cognitive
• Affective
• Conative
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Means-End Chain• Product attributes• Consumer benefits• Leverage points• Personal values• Executional framework
MECCASMeans-End Conceptualization of Components of Advertising
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Personal Values• Comfortable life• Equality• Excitement• Freedom• Fun, exciting life• Happiness• Inner peace• Mature love
• Pleasure• Salvation• Security• Self-fulfillment• Self-respect• Sense of
belonging• Social
acceptance• Wisdom
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• Balance• Visual processing
Easier to recall Stored as pictures and words Concrete vs. abstract
• Radio visual imagery• Visual esperanto• B-to-B advertisements
Verbal and Visual Elements
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Advertising Appeals
• Fear• Humor• Sex• Music• Rationality• Emotions• Scarcity
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Behavioral Response Model
• Severity• Vulnerability• Negative behavior
Intrinsic reward Extrinsic reward
• Change behaviors Response costs Self-efficacy Response efficacy
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• Used in 30% of ads.• Excellent in capturing
attention.• Score high in recall tests.• Should be related directly to
customer benefit.
Humor Appeal
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• Has intrusive value• Gains attention• Increases retention of visual information• Can increase persuasiveness
Music Appeal
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• Based on hierarchy of effects model.
• Used by business-to-business advertisers.
• Well-suited for Print media Complex products High involvement products
Rational Appeal
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• Based on three ideas: Consumers ignore most ads Rational ads go unnoticed Emotional ads can capture attention
• Key to developing brand loyalty.• Effie Awards – humor and emotions.• Use more in b-to-b advertising.• Works well when tied to other
appeals.
Emotional Appeal
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• Based on Limited supply Limited time to purchase
• Tied with promotional tools such as contests, sweepstakes, and coupons.
• Encourage customers to take action.
Scarcity Appeal
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Structure of an Advertisement
• Headline• Sub-headline• Promise of a benefit• Amplification• Proof of claim• Action to take
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