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Advertising Design: Theoretical Frameworks and Types of Appeals

Advertising Design: Theoretical Frameworks and Types of Appeals. Chapter 6. Adweek Media and Harris Interactive Survey. Ads somewhat or very interesting (55%) Ads not interesting at all (12%) Ads very influential in purchase decisions (6%)

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Advertising Design: Theoretical Frameworks and Types of Appeals

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  1. Advertising Design:Theoretical Frameworks and Types of Appeals Chapter 6

  2. Adweek Media and Harris Interactive Survey • Ads somewhat or very interesting (55%) • Ads not interesting at all (12%) • Ads very influential in purchase decisions (6%) • Nearly half of 18-34 year-olds influenced by advertising • 37% of 35-44 year-olds influenced by advertising • 28% of individuals 45+ influenced by advertising

  3. Chapter Overview • Advertising design • Hierarchy of effects model • Means-end theory • Advertising appeals

  4. Creative Brief Review: • The objective • The target audience • The message theme • The support • The constraints

  5. Hierarchy of Effects Model Awareness Cognitive “Attitudes” From Ch. 3 Knowledge Affective Liking Conative HEM Preference Conviction Purchase

  6. Means-End Chain Product attributes Consumer benefits Leverage points Personal values Executional framework

  7. Personal Values Comfortable life Equality Excitement Freedom Happiness Inner peace Mature love • Pleasure • Security • Self-fulfillment • Self-respect • Sense of belonging • Social acceptance • Wisdom Personal values vary by culture, age, need for survival, etc.

  8. Means-end chain Message (means) lead to end state (personal values) Means-End Conceptualization of Components of Advertising Strategy (MECCAS) Six elements Product attributes Consumer benefits Leverage points Taglines Personal values Executional framework Means-End Theory

  9. Leverage Points • Moves consumer from benefits to personal value • Links attributes – benefits – personal values • Associated with attitude change • Ads need powerful leverage points

  10. Means-End Chain Executional Framework Product Attributes Leverage Point Consumer Benefits Personal Values

  11. Means-End Chain for Milk Attributes Low Fat Calcium Ingredients Vitamins Benefits Healthy Healthy Bones Good Taste Enhanced sexual ability Personal Values Self Respect Wisdom Comfortable Life Wisdom Pleasure Happiness Excitement Fun Pleasure F ig 6 . 3

  12. Advertising Appeals Fear Humor Sex Music Rationality Emotions Scarcity

  13. Fear Appeal • Fear increases interest and is remembered • Severity and vulnerability • Severity – level of consequence • Vulnerability – probability of event occurring • Actions controlled by response costs

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

  15. Subliminal techniques Nudity or partial nudity Sexual suggestiveness Overt sexuality Sensuality Sex Appeal

  16. Sex Appeal • Breaks through clutter • Use has increased • Not as effective as in the past • Advertisers shifting to more subtle sexual cues.

  17. Sex AppealNudity or Partial Nudity • Used for wide variety of products • Attracts attention • Not always designed to solicit sexual response • Underwear commercials • Decorative models • “Booth bunnies”

  18. Sensuality Approaches • Women respond more favorably • More sophisticated • Relies on imagination • Images of romance and love can be enticing

  19. Are Sex Appeals Effective? Research Results: • Sex and nudity do increase attention. • Rated as being more interesting. • Often leads to strong feelings about the ad. • Brand recall is lower. • Often interferes with message comprehension. • May impact feelings toward the brand

  20. Disadvantages of Sex Appeals • Less influence today • Reduces brand recall • Affects comprehension • Creates dissatisfaction with one’s body • Stereotyping

  21. Sex Appeals in International Advertising • Varies across countries • Determined by religion, culture, and values • Moslem countries • Middle eastern countries • European countries • France • United States • Chile

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

  23. Based on hierarchy of effects model. Used by business-to-business advertisers. Well-suited for Print media Complex products High involvement products Rational Appeal

  24. 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 in b-to-b advertising increasing. Works well when tied to other appeals. Emotional Appeal

  25. 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

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