COMMUNICATION DESIGN

COKE 4 EVERYONE

Advertising design. Advertising design. Hierarchy of Effects Model Hierarchy of Effects Model Means-End Theory Means-End Theory Visual and Verbal Imaging Visual and Verbal Imaging Advertising appeals. Advertising appeals. ATL COMMUNICATION DESIGN

Creating an Advertisement

HALEEB

THE FCB GRID

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

HONDA IT MUST BE LOVE

HONDA

MENTOS

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

PEUGOT 607

 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 PERSONAL VALUES

PHAETON VW

Means End Chain for Milk

Verbal and Visual Elements Visual processing Easier to recall Stored both as pictures and words Concrete vs abstract

The objective. The objective. The target audience. The target audience. The message theme The message theme The support. The support. The constraints. The constraints. CREATIVE BRIEF

TAPAL

Advertising Appeals Fear Fear Humor Humor Amorous Amorous Music Music Rationality Rationality Emotions Emotions

Principles of Effective Advertising Visual consistency. Visual consistency. Campaign duration. Campaign duration. Repeated taglines. Repeated taglines. Consistent positioning. Consistent positioning. Simplicity. Simplicity. Identifiable selling point. Identifiable selling point.

Fear Appeal

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

Using Sex Appeals Effectively Be aware of differences in the international arena. Be aware of differences in the international arena. Should be an integral part of the product. Should be an integral part of the product. Should consider using “regular person” models. Should consider using “regular person” models. Be careful sensuality does not overpower advertisement. Be careful sensuality does not overpower advertisement.

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

Emotions Used in Advertisements 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

Executional Frameworks Animation Animation Slice-of-life Slice-of-life Dramatization Dramatization Testimonial Testimonial Authoritative Authoritative Demonstration Demonstration Fantasy Fantasy Informative Informative