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

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

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

4. 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

5. 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

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

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

9. Advertising Appeals
Fear
Humor
Sex
Music
Rationality
Emotions
Scarcity

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

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

12. Sex Appeal
Nudity or partial nudity
Overt sexuality vs. sensuality

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

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

15. 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.

16. 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.