IMC 2011 by ARM

Session 7

Ali Raza Merchant

IMC CourseAdvertising Design

Theoretical Frameworks & Types of Appeals

IMC 2011 by ARM

Understand how the hierarchy of effects model explains the process a creative uses to move the viewer from awareness to purchase decision

Reconsider the roles attitudes and values play in developing advertising messages

Recognize how visual and verbal messages are used in ads

Identify times when each of the major advertising appeals are affective and when not

Comprehend the difficult task before the creative, as he or she begins to design the advertising message

Topic Objectives

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Theoretical Approaches to Advertising Design

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Advertising - TheoryThree Theoretical

Advertising Approaches

Hierarchy of Effects Model

Means-ends Theory

Visual and Verbal

Imaging

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Hierarchy of Effects

The Model suggests that a consumer or a business buyer moves through a series of six steps to be convinced of the purchase decision:

1. Awareness2. Knowledge3. Liking4. Preference5. Conviction6. The actual

purchase

PROS• Identifies the steps customers make in the buying decision•To encourage brand loyalty all six steps must be present•Thus this approach highlights the various responses that advertising or other marketing communications must accomplishCONS•Some of its underlying principles have been challenged•Sometimes consumers make a purchase first and then later develop knowledge, liking, preference and conviction. E.g. coupon purchases•Not true for commodity products, socks etc where brand name is not remembered

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Means-End TheoryThe Model suggests that the advertising contains a message or a means to lead the consumer to a desired end state.

The purpose of the means-end chain is to a cause a chain reaction in which viewing the ad leads the consumer to believe the product will achieve one of the personal values

PERSONAL VALUES• Comfortable life•Equality•Excitement•Freedom•Fun, exciting life•Happiness•Inner Peace•Personal accomplishment•Pleasure•Salvation•Security•Self fulfillment•Self respect•Sense of belonging•Social acceptance•Wisdom

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Means-End TheoryIs the basis of a model called MECCAS, which is:Means-End Conceptualization of Components for Advertising Strategy

Its suggest using five elements in creating ads:

• The product’s attributes• Consumer benefits• Leverage points• Personal values• The executional framework

Milk Example

Low Fat Healthy Self respect Wisdom

Calcium Healthy bones Comfortable life

Wisdom Pleasure

Ingredients Good taste Pleasure Happiness

Vitamins EnhancedExcitement

Physical Fun Ability Pleasure

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Verbal and Visual ImagesThe Model determines the degree of emphasis given to the visual elements v/s the verbal elements in the ad (Radio is the exception)

Verbal ad is the central route of the brain function

Visual images of the ad is processed by the peripheral route

Impact of VISUAL

• Visual images lead to more favorable attitudes towards ads and brands

• They are easily remembered

• Visual images are stored in the brain both pictures and words, this allows easy recall

• Visual images range from very concrete to highly abstract allowing creatives to make connections with images and ad content

•For e.g. using the shape of Spaghetti or Pizza and link it with a restaurant or Absolute Vodka campaign

IMC 2011 by ARM

Types of Advertising Appeals

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Types of Advertising Appeals

Over the years Advertising has attempted a wide variety of approaches.

Advertisers mostly select from one of these types of appeals:

Fear

Humor

Sex

Music

Rationality

Emotions

Scarcity

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Products or Category with Fear Appeal

FearIt increases

both the viewers

interest in an ad and the

persuasiveness of the ad

Life InsuranceCreating fear by focusing on consequences of not having life insurance when a person dies

Shampoo/ Mouth wash

Invoking Fear of hair loss, baldness, bad breath and

its consequences

Anti SmokingInvoking Fear of severe

diseases and death

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The Humor Appeal

HumorIt is a clutter

breaker. Humor is

effective in both getting attention and

keeping it

Success of Humor is based on:

Humor causes consumers to :

• Watch • Laugh• Remember

To be successful humor must connected directly with the product benefits

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The Sex Appeal

SexIt is a clutter breaker too. For instance

TV ads of jewelry depict

a woman wearing a

nightgown in the bedroom

Sexuality has been employed in following 5 ways:

• Subliminal techniques

• Nudity & Partial nudity

• Sexual Suggestiveness

• Overt Sexuality• Sensuality

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The Music Appeal

MusicMusic helps

attract attention and is linked to emotions,

memories and other

experiences.

Music can be the stimulus that ties a particular music arrangement e.g. Lipton sip of inspiration linked to Mission Impossible Music

Generally the questions asked when music is used are:1. What role will the music play

in the ad?2. Will a familiar song be used or

will something original be created?

3. What emotional pitch should the music reach?

4. How does the music fit with the message of the ad?

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The Rational Appeal

Rationality

Mostly based on ELM (Elaboration Likelihood Model)

The approach assumes that consumers use rational though process when making purchase decisions

A rational appeal always follows the hierarchy of effects model stages

A rational approach ad leads to stronger conviction about a product’s benefits so that the purchase is eventually made

Print media offers the best outlets for rational appeals as it allows readers to process a lot of information in the copy

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The Emotional Appeal

EmotionalThis appeal is based on human nature, as we have emotional needs through which the bond of the brand appeal connects with people (consumers)

This is perhaps the strongest of all the appeals depending upon the linkage between the brand and the customer

Emotional appeals can be a very strong bond between a brand and its consumers

Most charity brands like Shaukat Khanum, SIUT, Edhi Foundation etc., use this during Ramadhan

Emotional appeals have been used by all types and categories of brands which include Dalda, Blue Band Margarine, Soya Supreme, Diamond Paints, Bank Alfalah etc.

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The Scarcity AppealScarcity

Similar to what the word “Scarcity” means.

The idea is to develop the feeling among consumers that either the brand or offering will not be available easily or

They will be one of the few ones who will own the brand as it is not easily available

Scarcity appeal is all about touching the ego state of human beings i.e. Humans feel good when they stand out from a group as a result of ownership.

Based on this, Apple Iphone was launched where availability was limited. Similarly Nintendo wii is another brand which is not freely available to consumers.

This appeal works best for very high end brands like Astin Martin and some models of Harley Davidson. In these cases every unit is “Bespoke” which means tailored to the owners order.

IMC 2011 by ARM

Old Spice Campaign

Wendy’s “Where’s the beef”

Wilkinson’s Sword

Videos Shared in Class Discussion