7-1 Chapter Overview Advertising design. Hierarchy of Effects Model Means-End Theory Visual and Verbal Imaging Advertising appeals. Advertising Design: Theoretical Frameworks and Types of Appeals 7

7-2 Is Silence Golden? How important is white space in a print advertisement? What impact does silence have in a television advertisement? What impact does silence have in a radio advertisement? Discussion Slide 7 “ Open Windows Apps on Linux”

7-3 The objective. The target audience. The message theme The support. The constraints. F I G U R E 7. 1 Creative Brief

7-4 Hierarchy of Effects Model Awareness Knowledge Liking Preference Conviction Purchase Cognitive Affective Conative

7-5 Means-End Chain Product Attributes Consumer Benefits Leverage Point Personal Value Executional Framework

7-6  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 7. 2 Personal Values

7-7 F I G U R E 7. 3 Means End Chain for Milk

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7-9 F I G U R E 7. 4 B-to-B Means-End Chain for Greenfield Online

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7-11 INTEGRATED LEARNING EXPERIENCE STOP Access the following milk industry Web sites What differences do you see in the Web sites? Why three different Web sites? Identify the following aspects of the Web site design: Product attributes Customer benefits Leverage point

7-12 Verbal and Visual Elements Central vs Peripheral route processing Visual processing Leads to favorable attitudes Easier to recall Stored both as pictures and words Concrete vs abstract Radio visual imagery Visual esperanto B-to-B advertisements

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7-14 Sun Microsystem’s Advertisements. Access the following ad sections. International advertisements Outdoor Print Radio TV Leo Burnett Agency’s Advertisements. htmlHttp:// html INTEGRATED LEARNING EXPERIENCE STOP

7-15 Advertising Appeals Fear Humor Sex Music Rationality Emotions Scarcity

7-16 Fear Appeal A television advertisement by the Connecticut Department of Health using a fear appeal. Click picture to play video

7-17 Fear Appeal This ad reminds people of the dangers of overexposure to the sun.

7-18 F I G U R E 7. 5 Behavioral Response Model

7-19 Humor Appeal Used in 30% of all advertisements. Excellent at capturing attention. Score high in recall tests. Should be related directly to customer benefit.

7-20 Beer Miller Lite, Keystone, Budweiser, Hineken Restaurants Wendy’s, Shoney’s, Long John Silvers NBA It’s Fantastic Telephone U.S. Cellular Motels Holiday Inn, Red Roof Inn Good or ServiceHints Can you remember an advertisement for each good or service that was funny? Discussion Slide F I G U R E 7. 6 Humorous Ads Quiz

7-21 Humor Appeal

7-22 Humor Appeal

7-23 Sex Appeal Nudity or partial nudity Sexual suggestiveness Over sexuality Sensuality

7-24 Are Sex Appeals Effective? Discussion Slide Research Results:  Sex and nudity do increase attention.  Rated as being more interesting.  Often leads to strong feelings about the advertisement.  Brand recall is lower.  Often interferes with message comprehension What about the issue of decorative models? Does sexually-oriented advertising perpetuate dissatisfaction with one’s body?

7-25 The presence of female (or male) decorative models improves ad recognition, but not brand recognition. The presence of a decorative model influences emotional and objective evaluations of the product among both males and female audiences. The presence of an attractive model produces higher purchase intentions when the product is sexually relevant than if it was not sexually relevant. Attractive models produce a higher level of attention to ads than less attractive models. F I G U R E 7. 7 Factors to Consider Before Using Decorative Models

7-26 Using Sex Appeals Effectively Be aware of differences in the international arena. Should be an integral part of the product. Should utilize a variety of models in terms of age, size, ethnicity and gender. Should consider using “regular person” models. Be careful sex does not overpower advertisement. Consider shifting to more sensuality.

7-27 This Finnish ad, promoting tourism to Helsinki, stays away from overt sexuality. Instead, it focuses on a more sensual approach.

7-28 Music Appeals Has intrusive 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 the song solicit? How does the music fit with the message of the ad? Design Questions:

7-29 Like a good neighbor, State Farm is there. Feel like a woman (Revlon). Come see the softer side of Sears. The ABC News theme (also used in commercials for the news). I am stuck on Band Aid, cause Band Aid is stuck on me. See if you can think of the tune that matches each of the following taglines: F I G U R E 9. 8 Tunes and Taglines

7-30 Rational Appeals Based on ELM and Hierarchy of Effects model. Print media is well-suited for rational appeals. Used by business-to-business advertisers. Well-suited for complex and high involvement products.

7-31 Emotional Appeals Based on three ideas: Consumers ignore most ads. Rational ads go unnoticed. Emotional ads can capture attention. Viewed by creatives as key to developing brand loyalty. Uses peripheral processing route. B-to-B advertisements using more emotional appeals. Works well when tied with other appeals.

7-32 This ad for a nonprofit animal rights and rescue group draws on viewers’ sympathies toward animals.

7-33 Trust Reliability Friendship Happiness Security Glamour/luxury Serenity Anger Protecting loved ones Romance Passion Family Bonds * with parents *with siblings * with children *with extended family members F I G U R E 7. 9 Emotions Used in Advertisements

7-34 This ad by iparty.com reminds viewers of the fickle nature of children. Emotional Appeal

7-35 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.

7-36 Deere & Co: Pillsbury: Victoria Secret: Kodak: Guess: What type of appeal tends to be used in the following Web sites? Discussion Slide INTEGRATED LEARNING EXPERIENCE STOP

7-37 Structure of an Advertisement Promise of a benefit, or the headline The spelling out of a promise, the subheadline Amplification Proof of the claim Action to take

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7-39 Evaluate this advertisement in terms of: 1.Use of white space. 2.Visual versus verbal content. 3.Type of appeal used. Discussion Slide

7-40 Develop a Means-End Chain for each Creative Brief. Evaluate the importance of verbal and visual images to advertising your product. Choose an advertising appeal for each creative brief and means-end chain created. Building Your IMC Campaign