COMMUNICATIONDESIGN
COKE 4 EVERYONE
Advertising design. Hierarchy of Effects Model Means-End Theory Visual and Verbal Imaging
Advertising appeals.
ATL COMMUNICATION DESIGN
Creating an Advertisement
HALEEB
INFORMATIVE (THINKER) AFFECTIVE (FEELER)Model: L-F-D (economic) Model: F-L-D (psychological)
POSSIBLE IMPLICATIONS POSSIBLE IMPLICATIONSTest: Recall Test: Atttude change;
HIGH Media: Long copy format Emotional arousalINVOLVEMENT Creative: Specific information Media: Large space
Demonstration Creative: Executional ImpactEXAMPLES EXAMPLES
car, house, furnishings, new jewelry, cosmetics, fashion products apparel, motorbikes
HABIT FORMATION (DOER) SELF-SATISFACTION (REACTOR)Model: D-L-F (responsive) Model: D-F-L (social)
POSSIBLE IMPLICATIONS POSSIBLE IMPLICATIONSLOW Test: Sales Test: SalesINVOLVEMENT Media: Small space ads Media: Billboards, Newspapers, POS
10 sec commercials Creative: AttentionCreative: Reminder
EXAMPLES EXAMPLESfood, household items cigarettes, liquor, candy
THINKING FEELING
THE FCB GRID
Awareness
Knowledge
Liking
Preference
Conviction
Purchase
Cognitive
Affective
Conative
Hierarchy of Effects Model
HONDA IT MUST BE LOVE
HONDA
MENTOS
Means-End Chain
ProductAttributes
ConsumerBenefits
LeveragePoint
PersonalValue
Executional Framework
PEUGOT 607
Comfortable life Equality Excitement Freedom Fun, exciting life Happiness Inner peace Mature love Personal accomplishment
Pleasure Salvation Security Self-fulfillment Self-respect Sense of belonging Social acceptance Wisdom
PERSONAL VALUES
PHAETON VW
Means End Chain for Milk
Attributes Benefits Personal Values
Low fat Healthy Self-respect Wisdom
Calcium Healthy bones Comfortable life Wisdom
Ingredients Good taste Pleasure Happiness
Vitamins Enhanced senses ability
Excitement Fun Pleasure
Verbal and Visual Elements
Visual processing
• Easier to recall• Stored both as
pictures and words• Concrete vs abstract
The objective. The target audience. The message theme The support. The constraints.
CREATIVE BRIEF
TAPAL
Advertising Appeals
Fear Humor Amorous Music Rationality Emotions
Principles of Effective Advertising
Visual consistency. Campaign duration. Repeated taglines. Consistent positioning. Simplicity. Identifiable selling point.
Fear Appeal
Humor Appeal
Used in 30% of all advertisements.
Excellent at capturing attention.
Score high in recall tests.
Should be related directly to customer benefit.
Using Sex Appeals Effectively
Be aware of differences in the international arena.
Should be an integral part of the product.
Should consider using “regular person” models.
Be careful sensuality does not overpower advertisement.
Emotional Appeals
Based on three ideas: Consumers ignore most ads. Rational ads go unnoticed. Emotional ads can capture attention.
Viewed by creatives as key to developing brand loyalty.
Uses peripheral processing route. B-to-B advertisements using more emotional
appeals. Works well when tied with other appeals.
Emotions Used in Advertisements
TrustReliabilityFriendshipHappiness
SecurityGlamour/luxury
SerenityAnger
Protecting loved onesRomancePassion
Family Bonds* with parents*with siblings* with children
*with extended family members
Executional Frameworks
Animation Slice-of-life Dramatization Testimonial Authoritative Demonstration Fantasy Informative