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MKTG 303: Advertising and Promotion Advertising Design: Theoretical Frameworks & Types of Appeals December 1-3, 2009 Zeynep Gürhan-Canlı
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Advertising Theory Hierarchy of effects model Means-end chain
Visual and verbal images
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Hierarchy of Effects Model Attitude Awareness Cognitive Knowledge
Liking Preference Conviction Purchase Cognitive Affective Conative
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Means-End Conceptualization of Components of Advertising
Means-End Chain Product attributes Consumer benefits Leverage points Personal values Executional framework MECCAS Means-End Conceptualization of Components of Advertising
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Personal Values Comfortable life Pleasure Equality Salvation
Excitement Freedom Fun, exciting life Happiness Inner peace Mature love Pleasure Salvation Security Self-fulfillment Self-respect Sense of belonging Social acceptance Wisdom
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Verbal and Visual Elements
Balance Visual processing Easier to recall Stored as pictures and words Concrete vs. abstract Radio visual imagery
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Structure of an Advertisement
Headline Sub-headline Promise of a benefit Amplification Proof of claim Action to take
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Advertising Appeals Fear Humor Sex Music Rationality Emotions Scarcity
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Behavioral Response Model
Severity Vulnerability To change behavior Intrinsic reward Extrinsic reward Response costs Self-efficacy Response efficacy
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Humor Appeal Used in 30% of ads. Excellent in capturing attention.
Score high in recall tests. Should be related directly to customer benefit.
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Sex Appeal Nudity or partial nudity Overt sexuality vs. sensuality
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Music Appeal Has intrusive value Gains attention
Increases retention of visual information Can increase persuasiveness
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Rational Appeal Used by business-to-business advertisers.
Well-suited for Print media Complex products High involvement products
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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.
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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.
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