MKTG 303: Advertising and Promotion Advertising Design: Theoretical Frameworks & Types of Appeals December 1-3, 2009 Zeynep Gürhan-Canlı.

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Presentation transcript:

MKTG 303: Advertising and Promotion Advertising Design: Theoretical Frameworks & Types of Appeals December 1-3, 2009 Zeynep Gürhan-Canlı

Advertising Theory Hierarchy of effects model Means-end chain Visual and verbal images

Hierarchy of Effects Model Attitude Awareness Cognitive Knowledge Liking Preference Conviction Purchase Cognitive Affective Conative

Means-End Conceptualization of Components of Advertising Means-End Chain Product attributes Consumer benefits Leverage points Personal values Executional framework MECCAS Means-End Conceptualization of Components of Advertising

Personal Values Comfortable life Pleasure Equality Salvation Excitement Freedom Fun, exciting life Happiness Inner peace Mature love Pleasure Salvation Security Self-fulfillment Self-respect Sense of belonging Social acceptance Wisdom

Verbal and Visual Elements Balance Visual processing Easier to recall Stored as pictures and words Concrete vs. abstract Radio visual imagery

Structure of an Advertisement Headline Sub-headline Promise of a benefit Amplification Proof of claim Action to take

Advertising Appeals Fear Humor Sex Music Rationality Emotions Scarcity

Behavioral Response Model Severity Vulnerability To change behavior Intrinsic reward Extrinsic reward Response costs Self-efficacy Response efficacy

Humor Appeal Used in 30% of ads. Excellent in capturing attention. Score high in recall tests. Should be related directly to customer benefit.

Sex Appeal Nudity or partial nudity Overt sexuality vs. sensuality

Music Appeal Has intrusive value Gains attention Increases retention of visual information Can increase persuasiveness

Rational Appeal Used by business-to-business advertisers. Well-suited for Print media Complex products High involvement products

Emotional Appeal 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.

Scarcity Appeal Based on Limited supply Limited time to purchase Tied with promotional tools such as contests, sweepstakes, and coupons. Encourage customers to take action.