Transcript MKTG 3331 Chapter 6

Advertising Design:
Theoretical Frameworks
and Types of Appeals
Chapter 6
Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall
6-1
Chapter Objectives
1.
2.
3.
4.
5.
How do advertising theories help the
creative move a consumer from awareness
of a product to the eventual purchase
decision?
What roles do attitudes and values play in
developing advertising messages?
When should visual and verbal elements be
integrated into advertisements?
What factors might influence the
effectiveness of an advertising appeal?
Are there differences in creating
advertisements for business-to-business and
in international markets?
Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall
6-2
Ecko Enterprises
•
•
•
•
•
•
Urban Apparel
Ecko Enterprises – 1993
G-Unit Clothing Company
Zoo York label
Complex Magazine
Advertising in hip hop magazines
Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall
6-3
Chapter Overview
• Advertising design
 Hierarchy of effects model
 Means-end theory
 Visual and verbal imaging
• Advertising appeals
Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall
6-4
Creative Brief
•
•
•
•
•
The objective
The target audience
The message theme
The support
The constraints
Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall
6-5
Advertising Theory
• Hierarchy of effects model
• Means-end chain
• Visual and verbal imaging
Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall
6-6
Hierarchy of Effects
Model
•
•
•
•
•
•
Awareness
Knowledge
Liking
Preference
Conviction
Purchase
Attitude
• Cognitive
• Affective
• Conative
Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall
6-7
Means-End Chain
•
•
•
•
•
Product attributes
Consumer benefits
Leverage points
Personal values
Executional framework
MECCAS
Means-End Conceptualization of Components of Advertising
Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall
6-8
Personal Values
•
•
•
•
•
•
•
•
Comfortable life
Equality
Excitement
Freedom
Fun, exciting life
Happiness
Inner peace
Mature love
•
•
•
•
•
•
•
•
Pleasure
Salvation
Security
Self-fulfillment
Self-respect
Sense of belonging
Social acceptance
Wisdom
Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall
6-9
Verbal and Visual Elements
• Balance
• Visual processing
 Easier to recall
 Stored as pictures and words
 Concrete vs. abstract
• Radio visual imagery
• Visual esperanto
• B-to-B advertisements
Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall
6-10
Advertising Appeals
•
•
•
•
•
•
•
Fear
Humor
Sex
Music
Rationality
Emotions
Scarcity
Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall
6-11
Behavioral Response Model
• Severity
• Vulnerability
• Negative behavior
 Intrinsic reward
 Extrinsic reward
• Change behaviors
 Response costs
 Self-efficacy
 Response efficacy
Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall
6-12
Humor Appeal
•
•
•
•
Used in 30% of ads.
Excellent in capturing attention.
Score high in recall tests.
Should be related directly to
customer benefit.
Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall
6-13
Sex Appeal
•
•
•
•
•
Subliminal techniques
Nudity or partial nudity
Sexual suggestiveness
Overt sexuality
Sensuality
Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall
6-14
Sex Appeal
•
•
•
•
Breaks through clutter
Use has increased
Not as effective as in the past
Advertisers shifting to more
subtle sexual cues.
Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall
6-15
Sex Appeal
Subliminal Approach
•
•
•
•
Sex cues or icons placed in ads
Goal is to affect subconscious
Not effective
Ad clutter requires stronger
ads to get attention
Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall
6-16
Sex Appeal
Sensuality Approach
• Women respond to sensuality approach
• Viewed as more sophisticated
• Relies on imagination
 Requires greater mental processing
• Can be more enticing than raw sexuality
Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall
6-17
Sex Appeal
Sexual Suggestiveness
•
•
•
•
Suggests sexual themes or nudity
Clairol “Yes, yes, yes” campaign
Gay and lesbian themes
Encourages use of imagination
 Requires greater mental processing
Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall
6-18
Sex Appeal
Nudity or Partial Nudity
• Used for wide variety of products
• Attracts attention
• Not always designed to solicit sexual response
 Underwear commercials
• Decorative models
Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall
6-19
Sex Appeal
Overt Sexual Approach
•
•
•
•
Acceptable for sexually-oriented products
Used to break through ad clutter
Often used for a shock effect
Danger of being offensive
Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall
6-20
Are 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
Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall
6-21
Disadvantages of Sex Appeals
•
•
•
•
Less influence today
Reduces brand recall
Affects comprehension
Creates dissatisfaction with one’s body
 Females
 Males
• Stereotyping of females
Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall
6-22
Music Appeal
•
•
•
•
Has intrusive value
Gains attention
Increases retention of visual information
Can increase persuasiveness
Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall
6-23
Rational Appeal
• Based on hierarchy of effects model.
• Used by business-to-business
advertisers.
• Well-suited for
 Print media
 Complex products
 High involvement products
Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall
6-24
Emotional Appeal
• Based 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 more in b-to-b advertising.
Works well when tied to other appeals.
Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall
6-25
Scarcity Appeal
• Based on
 Limited supply
 Limited time to purchase
• Tied with promotional tools such as
contests, sweepstakes, and coupons.
• Encourage customers to take action.
Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall
6-26
Structure of an Advertisement
•
•
•
•
•
•
Headline
Sub-headline
Promise of a benefit
Amplification
Proof of claim
Action to take
Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall
6-27