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Advertising Design Theoretical Frameworks and Types of Appeal. Chapter 7 with Duane Weaver. OUTLINE. Silence is Golden Creative Brief Advertising Theory Types of Advertising Appeals. SILENCE IS GOLDEN. Using white space in Print Using white space in Radio Using white space in TV.

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Presentation Transcript
outline
OUTLINE
  • Silence is Golden
  • Creative Brief
  • Advertising Theory
  • Types of Advertising Appeals
silence is golden
SILENCE IS GOLDEN
  • Using white space in Print
  • Using white space in Radio
  • Using white space in TV
creative brief revisited
Creative Brief - revisited
  • Objectives
  • Target Audience
  • Message Theme
  • Support
  • Constraints
advertising theory
Advertising Theory
  • Hierarchy of Effects Model
    • Six steps of persuasion:
      • Awareness
      • Knowledge
      • Liking
      • Preference
      • Conviction
      • Purchase
  • Means-End Theory
    • MECCAS = means end conceptualization of Components for Advertising Strategy
      • Products Attributes
      • Consumer Benefits
      • Leverage Points
      • Personal Values
      • Executional Framework
advertising theory1
Advertising Theory
  • Verbal vs. Visual Element of an Ad
    • Verbal = greater emphasis on words – central ELM route
    • Visual = stored both as pics and words in brain…this dual processing increases recall
types of advertising appeals
Types of Advertising Appeals
  • Fear
  • Humour
  • Sex
  • Music
  • Rationality
  • Emotions
  • Scarcity

Examples from memory? Write one down.