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 Nearly half of 1834 yearolds influenced by advertising ID: 917849
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Slide1
Advertising Design: Theoretical Frameworks and Types of Appeals
Chapter 6
Slide2Adweek 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
Slide3Chapter Overview
Advertising design
Hierarchy of effects model
Means-end
theory
Advertising appeals
Slide4Creative Brief
The objective
The target audience
The message theme
The support
The constraints
Review:
Slide5Hierarchy of Effects Model
Awareness
Knowledge
Liking
Preference
Conviction
Purchase
Cognitive
Affective
Conative
“Attitudes” From Ch. 3
HEM
Slide6Means-End Chain
Product attributes
Consumer benefits
Leverage points
Personal values
Executional
framework
Slide7Personal 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.
Slide8Means-End Theory
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
Slide9Leverage Points
Moves consumer from benefits to personal value
Links attributes – benefits – personal values
Associated with attitude change
Ads need powerful leverage points
Slide10Means-End Chain
Product
Attributes
Consumer
Benefits
Leverage
Point
Personal
Values
Executional Framework
Slide11F
ig
6
. 3
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
ExcitementFun
Pleasure
Slide12Advertising Appeals
Fear
Humor
Sex
Music
Rationality
Emotions
Scarcity
Slide13Fear Appeal
Fear increases interest and is remembered
Severity and vulnerability
Severity – level of consequence
Vulnerability – probability of event occurring
Actions controlled by re
sponse
costs
Slide14Used in 30% of ads.
Excellent in capturing attention.
Score high in recall tests.
Should be related directly to customer benefit.
Humor Appeal
Slide15Subliminal techniques
Nudity or partial nudity
Sexual suggestiveness
Overt sexuality
Sensuality
Sex Appeal
Slide16Sex Appeal
Breaks through clutter
Use has increased
Not as effective as in the past
Advertisers shifting to more subtle sexual cues.
Slide17Sex Appeal
Nudity or Partial Nudity
Used for wide variety of products
Attracts attention
Not always designed to solicit sexual response
Underwear commercials
Decorative
models
“Booth bunnies”
Slide18Sensuality Approaches
Women respond more favorably
More sophisticated
Relies on imagination
Images of romance and love can be enticing
Slide19Are 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
Slide20Disadvantages of Sex Appeals
Less influence today
Reduces brand recall
Affects comprehension
Creates dissatisfaction with one’s
body
Stereotyping
Slide21Sex Appeals in International Advertising
Varies across countries
Determined by religion, culture, and values
Moslem countries
Middle eastern countries
European countries
France
United States
Chile
Slide22Has intrusive value
Gains attention
Increases retention of visual information
Can increase persuasiveness
Music Appeal
Slide23Based on hierarchy of effects model.
Used by business-to-business advertisers.
Well-suited for
Print media
Complex products
High involvement products
Rational Appeal
Slide24Based 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
Slide25Based on
Limited supply
Limited time to purchase
Tied with promotional tools such as contests, sweepstakes, and coupons.
Encourage customers to take action.
Scarcity Appeal