Session 7 - Advertising Design

1. Session 7 Ali Raza Merchant IMC CourseAdvertising DesignTheoretical Frameworks & Types of Appeals IMC 2011 by ARM

2. Understand how the hierarchy of effects model explains the process a creative uses to move the viewer from awareness to purchase decision Reconsider the roles attitudes and values play in developing advertising messages Recognize how visual and verbal messages are used in ads Identify times when each of the major advertising appeals are affective and when not Comprehend the difficult task before the creative, as he or she begins to design the advertising message Topic Objectives IMC 2011 by ARM

3. Theoretical Approaches to Advertising Design IMC 2011 by ARM

4. IMC 2011 by ARM Advertising - Theory Three Theoretical Advertising Approaches Hierarchy of Effects Model Means-ends Theory Visual and Verbal Imaging

6. To encourage brand loyalty all six steps must be present

8. Sometimes consumers make a purchase first and then later develop knowledge, liking, preference and conviction. E.g. coupon purchases

10. Equality

11. Excitement

12. Freedom

13. Fun, exciting life

14. Happiness

15. Inner Peace

16. Personal accomplishment

17. Pleasure

18. Salvation

19. Security

20. Self fulfillment

21. Self respect

22. Sense of belonging

23. Social acceptance

24. WisdomThe Model suggests that the advertising contains a message or a means to lead the consumer to a desired end state. The purpose of the means-end chain is to a cause a chain reaction in which viewing the ad leads the consumer to believe the product will achieve one of the personal values

26. Consumer benefits

27. Leverage points

28. Personal values

29. The executional frameworkMilk Example Low Fat Healthy Self respect Wisdom Calcium Healthy bones Comfortable life Wisdom Pleasure Ingredients Good taste Pleasure Happiness Vitamins Enhanced Excitement Physical Fun Ability Pleasure

31. They are easily remembered

32. Visual images are stored in the brain both pictures and words, this allows easy recall

33. Visual images range from very concrete to highly abstract allowing creatives to make connections with images and ad content

34. For e.g. using the shape of Spaghetti or Pizza and link it with a restaurant or Absolute Vodka campaignThe Model determines the degree of emphasis given to the visual elements v/s the verbal elements in the ad (Radio is the exception) Verbal ad is the central route of the brain function Visual images of the ad is processed by the peripheral route

35. Types of Advertising Appeals IMC 2011 by ARM

36. IMC 2011 by ARM Types of Advertising Appeals Fear Humor Over the years Advertising has attempted a wide variety of approaches. Advertisers mostly select from one of these types of appeals: Sex Music Rationality Emotions Scarcity

37. IMC 2011 by ARM Products or Category with Fear Appeal Life Insurance Creating fear by focusing on consequences of not having life insurance when a person dies Fear It increases both the viewers interest in an ad and the persuasiveness of the ad Shampoo/ Mouth wash Invoking Fear of hair loss, baldness, bad breath and its consequences Anti Smoking Invoking Fear of severe diseases and death

39. Laugh

40. Remember To be successful humor must connected directly with the product benefits Humor It is a clutter breaker. Humor is effective in both getting attention and keeping it

42. Nudity & Partial nudity

43. Sexual Suggestiveness

44. Overt Sexuality

46. IMC 2011 by ARM The Rational Appeal Rationality Mostly based on ELM (Elaboration Likelihood Model) The approach assumes that consumers use rational though process when making purchase decisions A rational appeal always follows the hierarchy of effects model stages A rational approach ad leads to stronger conviction about a product’s benefits so that the purchase is eventually made Print media offers the best outlets for rational appeals as it allows readers to process a lot of information in the copy

47. IMC 2011 by ARM The Emotional Appeal Emotional This appeal is based on human nature, as we have emotional needs through which the bond of the brand appeal connects with people (consumers) This is perhaps the strongest of all the appeals depending upon the linkage between the brand and the customer Emotional appeals can be a very strong bond between a brand and its consumers Most charity brands like ShaukatKhanum, SIUT, Edhi Foundation etc., use this during Ramadhan Emotional appeals have been used by all types and categories of brands which include Dalda, Blue Band Margarine, Soya Supreme, Diamond Paints, Bank Alfalah etc.

48. IMC 2011 by ARM The Scarcity Appeal Scarcity Similar to what the word “Scarcity” means. The idea is to develop the feeling among consumers that either the brand or offering will not be available easily or They will be one of the few ones who will own the brand as it is not easily available Scarcity appeal is all about touching the ego state of human beings i.e. Humans feel good when they stand out from a group as a result of ownership. Based on this, Apple Iphone was launched where availability was limited. Similarly Nintendo wii is another brand which is not freely available to consumers. This appeal works best for very high end brands like Astin Martin and some models of Harley Davidson. In these cases every unit is “Bespoke” which means tailored to the owners order.

49. Old Spice Campaign Wendy’s “Where’s the beef” Wilkinson’s Sword IMC 2011 by ARM Videos Shared in Class Discussion