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Advertising Design: Theoretical Frameworks and Types of Appeals

Chapter Overview. . Advertising designHierarchy of effects modelMeans-end theoryVisual and verbal imagingAdvertising appeals. 6-2. Creative Brief. The objectiveThe target audienceThe message themeThe supportThe constraints. 6-3. Advertising Theory. . Hierarchy of effects modelMeans-end chainVisual and verbal imaging.

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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 6-1

    3. Creative Brief The objective The target audience The message theme The support The constraints 6-3

    4. Advertising Theory Hierarchy of effects model Means-end chain Visual and verbal imaging 6-4

    5. Hierarchy of Effects Awareness Knowledge Liking Preference Conviction Purchase 6-5

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

    7. Personal Values Comfortable life Equality Excitement Freedom Fun, exciting life Happiness Inner peace Mature love 6-7

    8. Advertising Appeals Fear Humor Sex Music Rationality Emotions Scarcity 6-8

    9. Behavioral Response Model Severity Vulnerability Negative behavior Intrinsic reward Extrinsic reward Change behaviors Response costs Self-efficacy Response efficacy 6-9

    10. Used in 30% of ads. Excellent in capturing attention. Score high in recall tests. Should be related directly to customer benefit. Humor Appeal 6-10

    11. Subliminal techniques Nudity or partial nudity Sexual suggestiveness Overt sexuality Sensuality Sex Appeal 6-11

    12. Sex Appeal 6-12

    13. Sex Appeal Nudity or Partial Nudity 6-13

    14. Are Sex Appeals Effective? 6-14

    15. Disadvantages of Sex Appeals 6-15

    16. Has intrusive value Gains attention Increases retention of visual information Can increase persuasiveness Music Appeal 6-16

    17. Based on hierarchy of effects model. Used by business-to-business advertisers. Well-suited for Print media Complex products High involvement products Rational Appeal 6-17

    18. 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 6-18

    19. 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 6-19

    20. Structure of an Advertisement Headline Sub-headline Promise of a benefit Amplification Proof of claim Action to take 6-20

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