clow06-basic

AdvertisingDesign:TheoreticalFrameworksandTypesofAppealsChapter66-1ChapterObjectives1.Understandthevariousadvertisingtheories.2.Considertherolesattitudesandvaluesplayindevelopingmessages.3.Integratevisualandverbalelementsintoaneffectiveadvertisement.4.Identifythevariousappealsandwheneachisused.5.Createqualityadvertisementsforb-to-bandinternationalmarkets.6-2Whites,orColors?•Whitespace•Silence•Colors6-3CreativeBrief•Theobjective•Thetargetaudience•Themessagetheme•Thesupport•Theconstraints6-4AdvertisingTheory•Hierarchyofeffectsmodel•Means-endchain•Visualandverbalimaging6-5HierarchyofEffects•Awareness•Knowledge•Liking•Preference•Conviction•PurchaseModelAttitude•Cognitive•Affective•Conative6-6Means-EndChain•Productattributes•Consumerbenefits•Leveragepoints•Personalvalues•ExecutionalframeworkMECCASMeans-EndConceptualizationofComponentsofAdvertising6-7PersonalValues•Comfortablelife•Equality•Excitement•Freedom•Fun,excitinglife•Happiness•Innerpeace•Maturelove•Pleasure•Salvation•Security•Self-fulfillment•Self-respect•Senseofbelonging•Socialacceptance•Wisdom6-8VerbalandVisualElements•Balance•VisualprocessingEasiertorecallStoredaspicturesandwordsConcretevs.abstract•Radiovisualimagery•Visualesperanto•B-to-Badvertisements6-9AdvertisingAppeals•Fear•Humor•Sex•Music•Rationality•Emotions•Scarcity6-10BehavioralResponseModel•Severity•Vulnerability•NegativebehaviorIntrinsicrewardExtrinsicreward•ChangebehaviorsResponsecostsSelf-efficacyResponseefficiency6-11HumorAppeal•Usedin30%ofads.•Excellentincapturingattention.•Scorehighinrecalltests.•Shouldberelateddirectlytocustomerbenefit.6-12SexAppeal•Subliminaltechniques•Nudityorpartialnudity•Sexualsuggestiveness•Overtsexuality•Sensuality6-13MusicAppeal•Hasintrusivevalue•Gainsattention•Increasesretentionofvisualinformation•Canincreasepersuasiveness6-14RationalAppeal•Basedonhierarchyofeffectsmodel.•Usedbybusiness-to-businessadvertisers.•Well-suitedforPrintmediaComplexproductsHighinvolvementproducts6-15EmotionalAppeal•Basedonthreeideas:ConsumersignoremostadsRationaladsgounnoticedEmotionaladscancaptureattention•Keytodevelopingbrandloyalty.•EffieAwards–humorandemotions.•Usemoreinb-to-badvertising.•Workswellwhentiedtootherappeals.6-16ScarcityAppeal•BasedonLimitedsupplyLimitedtimetopurchase•Tiedwithpromotionaltoolssuchascontests,sweepstakes,andcoupons.•Encouragecustomerstotakeaction.6-17StructureofanAdvertisement•Headline•Sub-headline•Promiseofabenefit•Amplification•Proofofclaim•Actiontotake