1. Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 6-1 6 Chapter Six Advertising Design Theoretical Frameworks and Types of Appeals

2. Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 6-2 The objective The target audience The message theme The support The constraints F I G U R E 6. 1 Creative Brief

3. Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 6-3 Hierarchy of Effects Model Awareness Knowledge Liking Preference Conviction Purchase Cognitive Affective Conative

4. 4 Measuring Needs A means-ends chain is a knowledge structure that links consumers’ knowledge about product attributes with their knowledge about consequences and valuesA means-ends chain is a knowledge structure that links consumers’ knowledge about product attributes with their knowledge about consequences and values AttributesConsequences /benefits Values

5. Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 6-5  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

6. Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 6-6 F I G U R E 6. 3 Means-End Chain for Milk

7. Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 6-7 Fear Humor Music Emotions Scarcity F I G U R E 6. 5 Types of Appeals

8. Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 6-8 Fear Appeal A television advertisement by the Connecticut Department of Health using a fear appeal. Click picture to play video

9. Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 6-9 Humor Appeal Used in 30% of all ads. Should be related directly to customer benefit.

10. Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 6-10 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

11. Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 6-11 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:

12. Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 6-12 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.here

13. Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 6-13 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.

14. Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 6-14 Trust Reliability Friendship Happiness Security Glamour/luxury Serenity Anger Protecting loved ones Romance Passion Family Bonds F I G U R E 6. 12 Emotions Used in Advertisements

15. Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 6-15 This ad by iparty.com is designed to invoke emotional feelings. Emotional Appeal

16. Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 6-16 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.

17. Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 6-17 Scarcity Appeals Click picture to play video An ad by Diamond Security using a scarcity appeal.