copyright © 2010 pearson education, inc. publishing as prentice hall 6-1 6 chapter six advertising...
TRANSCRIPT
Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall6-1
6 Chapter Six
Advertising DesignTheoretical Frameworks
and Types of Appeals
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• The objective
• The target audience
• The message theme
• The support
• The constraints
F I G U R E 6 . 1
Creative Brief
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Hierarchy of Effects Model
Awareness
Knowledge
Liking
Preference
Conviction
Purchase
Cognitive
Affective
Conative
44
Measuring NeedsMeasuring Needs
• A A means-ends chainmeans-ends chain is a knowledge is a knowledge structure that links consumers’ structure that links consumers’ knowledge about product attributes with knowledge about product attributes with their knowledge about consequences their knowledge about consequences and valuesand values
Attributes
Consequences/benefits
Values
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Comfortable life Equality Excitement Freedom Fun, exciting life Happiness Inner peace Mature love Personal accomplishment
Pleasure Salvation Security Self-fulfillment Self-respect Sense of belonging Social acceptance Wisdom
F I G U R E 6 . 2
Personal Values
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Attributes Benefits Personal Values
Low fat Healthy Self-respect Wisdom
Calcium Healthy bones Comfortable life Wisdom
Ingredients Good taste Pleasure Happiness
F I G U R E 6 . 3Means-End Chain for Milk
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• Fear• Humor• Music• Emotions• Scarcity
F I G U R E 6. 5
Types of Appeals
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Fear Appeal
A television advertisement by the Connecticut Department of Health using a fear appeal.
Click picture to play video
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Humor Appeal
• Used in 30% of all ads.
• Should be related directly to customer benefit.
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• Captures attention• Holds attention• Often wins creative awards• High recall scores• Consumers enjoy funny ads• Evaluated as likeable ads
F I G U R E 6. 7
Reasons for Using Humor in Ads
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Music Appeals• Has value.• Gains attention and increases the retention of visual
information.• Can increase persuasiveness of an advertisement.
• What role will music play?• Will a familiar song be used or new song created?• What emotional feeling should song solicit?• How does the music fit with the message of the ad?
Design Questions:
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Music Appeal
The TV advertisement for Matt’s uses a musical appeal with a jingle written specifically for the ad.
Click here to play video.
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Emotional Appeals• Based on three ideas:
• Consumers ignore most ads.• Rational ads go unnoticed.• Emotional ads can capture attention.
• Creatives believe emotional appeals are the key to developing brand loyalty.
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TrustReliabilityFriendshipHappinessSecurity
Glamour/luxurySerenityAnger
Protecting loved onesRomancePassion
Family Bonds
F I G U R E 6 . 12Emotions Used in Advertisements
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This ad by iparty.com is designed to invoke emotional feelings.
Emotional Appeal
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Scarcity Appeals• Based on limited supply.
• Based on limited time to purchase.
• Often tied with promotion tools such as contests, sweepstakes, and coupons.
• Encourages customers to take action.
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Scarcity Appeals
Click picture to play video
An ad by Diamond Security using a scarcity appeal.