ppt_06 - 6 Advertising Design: Theoretical Frameworks and...

Info iconThis preview shows pages 1–9. Sign up to view the full content.

View Full Document Right Arrow Icon
RETL369 6-1 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 6
Background image of page 1

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
RETL369 6-2 Advertising impact Which advertising made the biggest impression on you? Super Bowl ad ? Funny ad? Sexy ad? Did it make you buy or just entertained?
Background image of page 2
RETL369 6-3 Message Design Message design is based on the creative brief w/ understanding of brand image and type of media The objective The target audience The message theme The support The constraints Advertising theoretical frameworks Hierarchy of effects model Means-end theory Visual and verbal imaging To develop a leverage point
Background image of page 3

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
RETL369 6-4 Hierarchy of Effects Model Awareness Knowledge Liking Preference Conviction Purchase Cognitive Affective Conative In general, a consumer moves through a series of six steps when being convinced to make a purchase. Leverage Point
Background image of page 4
RETL369 6-5 Leverage Point Executional Framework Means-End Theory MECCAS (Means-Ends Conceptualization of Components for Advertising Strategy) Personal Value Product Attributes Consumer Benefits Leverage point moves a consumer from understanding a product’s benefits (that a consumer is getting) to linking those benefits with personal values. A mean leads the consumer to a desired end state.
Background image of page 5

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
RETL369 6-6 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 6 . 2 Personal Values
Background image of page 6
RETL369 6-7 Attributes Benefits Personal Values Low fat Healthy Self-respect Wisdom Calcium Healthy bones Comfortable life Wisdom Ingredients Good taste Pleasure Happiness Vitamins Enhanced sexual ability Excitement Fun Pleasure F I G U R E 6 . 3 Means-End Chain for Milk
Background image of page 7

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
RETL369 6-8 Milk ad based on Means-End theory: The ad convinces the viewer using the product will help her reach her personal value.
Background image of page 8
Image of page 9
This is the end of the preview. Sign up to access the rest of the document.

This note was uploaded on 12/13/2011 for the course RETL 369 taught by Professor Dr.kim during the Fall '10 term at South Carolina.

Page1 / 42

ppt_06 - 6 Advertising Design: Theoretical Frameworks and...

This preview shows document pages 1 - 9. Sign up to view the full document.

View Full Document Right Arrow Icon
Ask a homework question - tutors are online