Download MKT 337 - Advertising Design

Advertising Design: Theoretical
Frameworks and Types of Appeals
Chapter – Six
Teacher – Md Shahedur Rahman
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 ?
Remember this …….
 People need to do more than just enjoy what they see.
 We are not making a movie.
 The ad should change consumer’s behaviors and attitudes.
 Atleast viewers should remember the good and service being
advertised.
Advertising Theory
 For advertising design we use 3 theoretical
approaches:
 Hierarchy of Effects Model
 Means-end Chain Model
 Visual and Verbal Images
Advertising Theory
 Leverage Point – It moves the consumer
from understanding a product’s
benefits to linking those benefits with
personal values.
Hierarchy of Effects Model
 Hierarchy of Effects Model states that there are six steps a
consumer or a business buyer moves through when making a
purchase:
Awareness
Knowledge
Liking
Preference
Conviction
Actual
Purchase
Hierarchy of Effects Model
 The theory states that these 6 steps are sequential.
 However, there can be instances where the order is not maintained
 Impulse buying
 Coupons or discounts may trigger purchase where there was no
conviction
 For commodities, might not even know the name of the brand bought
 It has similarities with theories about attitude and attitudinal changes
Cognitive
Affective
Conative
To 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 Theory
 This 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 life
freedom
inner peace
pleasure
self-fulfillment
social acceptance
equality
happiness
mature love
salvation
self-respect
wisdom
excitement,
fun
personal accomplishment,
security
sense of belonging
MECCAS
 MECCAS – Means-End Conceptualization of
Components for Advertising Strategy
 The model suggests using 5 elements in creating ads
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Product’s attributes
Consumer benefits
Leverage points
Personal values
Executional framework
MECCAS – for milk
Self respect
Low Fat
Healthy
Wisdom
Healthy
bones
Calcium
Comfortable
life
Wisdom
Pleasure
Ingredients
Good taste
Happiness
Excitement
Vitamins
Enhanced
sexual
ability
Fun
Pleasure
Verbal and Visual Images
 Visual images
 more favorable attitudes towards both the
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advertisement and the brand
tend to be more easily remembered than verbal
copy
they are stored in the brain as both pictures and
words – dual coding makes it easier to recall
stored in both left and right side of brain –
verbals get stored only in left side of brain
concrete pictures have better recall than
abstract pictures
Visual Esperanto
 Global 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 Appeals
Types of Advertising Appeals
 7 different types of appeals have been found to be the most
successful
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Fear
Humor
Sex
Music
Rationality
Emotions
Scarcity
Fear
 Life insurance companies –
consequence of not being insured
 Mouthwash 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 Model
Severity
Negative
Consequence
Intrinsic
and
Extrinsic
rewards
Negative Behavior
or Incident
Vulnerability
Response costs
Self-Efficacy
Behavior Change or
Action
Response
Efficacy
Positive
Consequence
Humor
 Humor 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 to
 Watch
 Laugh
 And most importantly, Remember!
 To be successful, humor should be connected to the product’s
benefits
 Fevicol
Humor
 When 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 else’s expense
 Humor is cultural
 Humorous ads are difficult to design
 When humor doesn’t work, it often creates a negative image for the
company
Sex
 Sex no longer sells the way it used to – it no longer has shock
value
 Today’s teens are growing up in societies immersed in sex
 Seeing yet another sexually oriented ad gets very little attention
 Sexuality has been used in ads in 5 different ways
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Subliminal techniques
Nudity or partial nudity – Victoria’s Secret
Overt sexuality - Axe
Sexual suggestiveness Sensuality – Slice’s 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 controversial
Criticism of Sex Appeal
 Cognitive impression made on viewers depends on whether the viewer
finds the ad pleasant or offensive
 If 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 Appeals
 Extremely important advertising ingredient
 Helps capture the listener’s attention
 Easily linked to emotions, memories and other
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experiences
Examples: Coca Cola, Nescafe
Music is also considered more persuasive
Much higher recall
If you can’t say anything, sing it! – David
Ogilvy
Musical Appeals
 Decisions 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 Appeals
 Follows 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 product’s benefits, so that
the purchase is eventually made
 Consumers need to actively process the information being presented
Rational Appeals
 Most 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 Appeals
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Trust
Reliability
Friendship
Happiness
Security
Glamour – Luxury
Serenity
Anger
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Protecting loved ones
Romance
Passion
Family bonds
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With parents
With siblings
With children
With extended family members
Scarcity Appeals
 Urges 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 action
Structure of an Advertisement
 Majority 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 take
Any Questions?