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Advertising design.
Hierarchy of Effects Model
Means-End Theory
Visual and Verbal Imaging
Advertising appeals.
Advertising Design:
Theoretical Frameworks and
Types of Appeals
7
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The objective.
The target audience.
The message theme
The support.
The constraints.
F I G U R E 7 . 1
Creative Brief
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Hierarchy of Effects Model
Awareness
Knowledge
Liking
Preference
Conviction
Purchase
Cognitive
Affective
Conative
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Means-End Chain
Product
Attributes
Consumer
Benefits
LeveragePoint
Personal
Value
Executional Framework
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Comfortable life
Equality
Excitement
Freedom
Fun, exciting life
Happiness
Inner peace
Mature love
Personal accomplishment
Pleasure
Salvation
Security
Self-fulfillment
Self-respect
Sense of belonging
Social acceptance
Wisdom
F I G U R E 7 . 2
Personal Values
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Attributes Benefits Personal Values
Low fat Healthy Self-respect
WisdomCalcium Healthy bones Comfortable life
Wisdom
Ingredients Good taste Pleasure
HappinessVitamins Enhanced
sexual ability
Excitement
Fun
Pleasure
F I G U R E 7 . 3
Means End Chain for Milk
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7-7
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Verbal and Visual Elements
Central vs Peripheral
route processing
Visual processing
Easier to recall
Stored both as pictures and
words
Concrete vs abstract
Radio visual imagery
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Advertising Appeals
Fear
Humor
Sex
Music
Rationality Emotions
Scarcity
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Humor Appeal
Used in 30% of all advertisements.
Excellent at capturing attention.
Score high in recall tests.
Should be related directly to
customer benefit.
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Are Sex Appeals Effective?
Discussion Slide
Research Results:
Sex and nudity do increase attention.
Rated as being more interesting.
Often leads to strong feelings about the
advertisement.
Brand recall is lower.
Often interferes with message comprehension
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Music Appeals
Has intrusive value.
Gains attention and increases the retention of visualinformation.
Can increase persuasiveness of an advertisement.
What role will music play?
Will a familiar song be used or new song created?
What emotional feeling should song solicit?
How does the music fit with the message of the ad?
Design Questions:
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Rational Appeals
Based on ELM and Hierarchy of Effects
model. Print media is well-suited for rational
appeals.
Used by business-to-business advertisers.
Well-suited for complex and highinvolvement products.
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Emotional Appeals
Based on three ideas:
Consumers ignore most ads.
Rational ads go unnoticed. Emotional ads can capture attention.
Viewed by creatives as key to developing brandloyalty.
Uses peripheral processing route. B-to-B advertisements using more emotional
appeals.
Works well when tied with other appeals.
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TrustReliability
Friendship
Happiness
Security
Glamour/luxurySerenity
Anger
Protecting loved ones
Romance
Passion
Family Bonds
* with parents
*with siblings
* with children
*with extended family members
F I G U R E 7 . 9
Emotions Used in Advertisements
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This ad by iparty.com
reminds viewers of the
fickle nature of children.
Emotional
Appeal
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Scarcity Appeals
Based on limited supply.
Based on limited time to purchase.
Often tied with promotion tools such as
contests, sweepstakes and coupons.
Encourages customers to take action.