MKT 337 - Advertising Design

Chapter Six Teacher Md Shahedur RahmanAdvertising Design: Theoretical Frameworks and Types of Appeals

Ask this questions to yourself ?Which Advertising message made the biggest impression on you in the past 5 years ?Why you like that ad? International ad or Local ad ? Did you end up buying that product or service ?

2Remember this .People need to do more than just enjoy what they see.We are not making a movie.The ad should change consumers behaviors and attitudes.Atleast viewers should remember the good and service being advertised.Advertising TheoryFor advertising design we use 3 theoretical approaches:Hierarchy of Effects ModelMeans-end Chain ModelVisual and Verbal ImagesAdvertising TheoryLeverage Point It moves the consumer from understanding a products benefits to linking those benefits with personal values.

Hierarchy of Effects ModelHierarchy of Effects Model states that there are six steps a consumer or a business buyer moves through when making a purchase:Hierarchy of Effects ModelThe theory states that these 6 steps are sequential.However, there can be instances where the order is not maintainedImpulse buyingCoupons or discounts may trigger purchase where there was no convictionFor commodities, might not even know the name of the brand bought

It has similarities with theories about attitude and attitudinal changesTo Encourage the Brand Loyalty All six steps must be included.Customers wont be loyal to a particular brand without sufficient knowledge.You need to ensure that purchasers must like your brand and build a strong preference for it.Strong convictions that particular brand is superior than other brands in the market.

None of this occurs without first becoming aware about the product.

Means-End TheoryThis approach suggests that an advertisement should contain a message or means that leads the consumer to a desired end state.

These end states include the personal values like:comfortable lifeequalityexcitement,freedomhappinessfuninner peacemature lovepersonal accomplishment,pleasure salvationsecurityself-fulfillmentself-respectsense of belongingsocial acceptance wisdomMECCASMECCAS Means-End Conceptualization of Components for Advertising StrategyThe model suggests using 5 elements in creating adsProducts attributesConsumer benefitsLeverage pointsPersonal valuesExecutional framework.MECCAS for milkVerbal and Visual ImagesVisual images more favorable attitudes towards both the advertisement and the brandtend to be more easily remembered than verbal copythey are stored in the brain as both pictures and words dual coding makes it easier to recallstored in both left and right side of brain verbals get stored only in left side of brainconcrete pictures have better recall than abstract picturesVisual EsperantoGlobal advertising agencies try to create visual esperanto, a universal language.

They realize that visual images are more powerful than verbal descriptions.

Finding the right image is the most important task in creating visual esperanto.

The goal is to create a brand identity through visuals rather than words.

Types of Advertising AppealsTypes of Advertising Appeals7 different types of appeals have been found to be the most successfulFearHumorSexMusicRationalityEmotionsScarcity.FearLife insurance companies consequence of not being insuredMouthwash and shampoo bad breath and dandruff

It has been found that low levels of fear in ads tend to go unnoticed, while if it is too high, people become anxious and switch channels. So a moderate level of fear works best!

Behavioral Response ModelIntrinsic and Extrinsic rewardsResponse costsSeverityVulnerabilitySelf-EfficacyResponse EfficacyBehavior Change or ActionNegative ConsequencePositive ConsequenceNegative Behavior or IncidentHumorHumor is one of the best techniques for cutting through clutter

The success of humor as an ad appeal is based on 3 things. Humor causes consumers toWatchLaughAnd most importantly, Remember!

To be successful, humor should be connected to the products benefitsFevicol

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HumorWhen humor fails, it is usually because the joke in the ad is remembered, but the product is forgotten

Older generations do not appreciate humor at somebody elses expense

Humor is cultural

Humorous ads are difficult to design

When humor doesnt work, it often creates a negative image for the companySexSex no longer sells the way it used to it no longer has shock valueTodays teens are growing up in societies immersed in sexSeeing yet another sexually oriented ad gets very little attention

Sexuality has been used in ads in 5 different waysSubliminal techniquesNudity or partial nudity Victorias SecretOvert sexuality - AxeSexual suggestiveness - Sensuality Slices Aamsutra

Does Sex Sell?Studies indicate that sex and nudity increases attention, regardless of the gender of the individual in the ad or the gender of the audience

The attention is greater for opposite sex situations than same-sex situations

In order to get the attention of both the male and the female, many companies promote using models of both gender

Brand recall is much lower for such ads, compared to other appeals

Considered interesting, and controversialCriticism of Sex AppealCognitive impression made on viewers depends on whether the viewer finds the ad pleasant or offensiveIf found pleasant, it will result in a positive impression of the brand

Social tolerance about using sex tends to swing over the years

Currently, the society is swinging towards being conservative in the first world studies in this part of the world are not that well known

What is your take on the matter?Musical AppealsExtremely important advertising ingredientHelps capture the listeners attentionEasily linked to emotions, memories and other experiencesExamples: Coca Cola, NescafeMusic is also considered more persuasiveMuch higher recallIf you cant say anything, sing it! David Ogilvy

Musical AppealsDecisions regarding selection of music for ad include:What role will music play in the ad?Will a familiar song be used, or will something original be created?What emotional pitch should the music reach?How does the music fit with the message of the ad?Rational AppealsFollows the hierarchy of effects stages

If ad is oriented to the knowledge stage, it will transmit basic product information.

In the preference stage, the ad shifts to presenting logical reasons why one particular brand is superior

A rational ad leads to a stronger conviction about a products benefits, so that the purchase is eventually made

Consumers need to actively process the information being presented

Rational AppealsMost effective in the print media it allows readers greater opportunities to process copy information

Logic dictates that rational appeal should work for high-involvement and complex products

Emotional AppealsTrustReliabilityFriendshipHappinessSecurityGlamour LuxurySerenityAnger

Protecting loved onesRomancePassionFamily bondsWith parentsWith siblingsWith childrenWith extended family members

Scarcity AppealsUrges consumers to buy a particular product because of a limitation

Available for a limited time, or limited edition, etc.

Often tied to other promotional tools limited price discount offer till stocks last

The primary benefit they encourage consumers to take actionStructure of an AdvertisementMajority of ads prepared tend to contain 5 elements

The promise of a benefit, or the headline

Spelling out of the promise, a subheadline

Amplification

Proof of the claim

Action to takeAny Questions?