Advertising Design: Theoretical Frameworks and Types of Appeals Chapter 6 Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 6-1

Chapter Objectives 1.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 Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 6-3

Chapter Overview Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall Advertising design  Hierarchy of effects model  Means-end theory  Visual and verbal imaging Advertising appeals 6-4

Creative Brief The objective The target audience The message theme The support The constraints Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 6-5

Advertising Theory Hierarchy of effects model Means-end chain Visual and verbal imaging Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 6-6

Hierarchy of Effects Awareness Knowledge Liking Preference Conviction Purchase ModelAttitude Cognitive Affective Conative Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 6-7

Means-End Chain Product attributes Consumer benefits Leverage points Personal values Executional framework MECCAS Means-End Conceptualization of Components of Advertising Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 6-8

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 Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 6-9

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 Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 6-10

Advertising Appeals Fear Humor Sex Music Rationality Emotions Scarcity Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 6-11

Behavioral Response Model Severity Vulnerability Negative behavior  Intrinsic reward  Extrinsic reward Change behaviors  Response costs  Self-efficacy  Response efficacy Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 6-12

Used in 30% of ads. Excellent in capturing attention. Score high in recall tests. Should be related directly to customer benefit. Humor Appeal Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 6-13

Has intrusive value Gains attention Increases retention of visual information Can increase persuasiveness Music Appeal Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 6-14

Based on hierarchy of effects model. Used by business-to-business advertisers. Well-suited for  Print media  Complex products  High involvement products Rational Appeal Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 6-15

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 Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 6-16

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 Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 6-17

Structure of an Advertisement Headline Sub-headline Promise of a benefit Amplification Proof of claim Action to take Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 6-18