Marketing Clow
Chapter 6
Advertising Design:
Theoretical Frameworks and Types of Appeals
LEARNING OBJECTIVES
Students should be able to answer the following questions:
1) How can the hierarchy of effects model and a means-ends analysis help an advertising creative design better commercials? 2) How can leverage points and taglines increase advertising effectiveness? 3) What roles do visual and verbal images play in advertisements? 4) What are the seven main types of advertising appeals? 5) How can fear be used to create an effective advertisement? 6) How can humor be used to create an effective advertisement? 7) Why does sex play such a prominent role in advertising? 8) How can music, rationality, and scarcity be used to increase advertising effectiveness? 9) What are the primary areas of concern in international advertising?
LEAD-IN VIGNETTE
Hyundai Motor Company: A Small Start-up Becomes a Powerful Player
Questions for Students:
1. Does the name Hyundai have the image of quality in your mind? 2. Do you know anyone who owns a Hyundai? Is the person proud of the car? 3. How should Hyundai be advertised in the future, especially after the economy recovers?
CHAPTER OVERVIEW
Two major topics are covered in this chapter. The first is the three theoretical approaches to advertising design:
1. The hierarchy of effects model 2. Means-ends theory 3. Visual and verbal imaging
The second topic is to review, in detail, the major appeals used by advertisers. The goal of the account executive and the creative is to select the appeal that has the best chance of leading to the desired outcome or behavior.
From there, the actual message content is developed. Before beginning the process of creating the ad, it is important to remember the steps taken up to this point. These are summarized by noting the items in the creative brief.
CHAPTER OUTLINE
Advertising Design:
Theoretical Frameworks and Types of Appeals
LEARNING OBJECTIVES
Students should be able to answer the following questions:
1) How can the hierarchy of effects model and a means-ends analysis help an advertising creative design better commercials? 2) How can leverage points and taglines increase advertising effectiveness? 3) What roles do visual and verbal images play in advertisements? 4) What are the seven main types of advertising appeals? 5) How can fear be used to create an effective advertisement? 6) How can humor be used to create an effective advertisement? 7) Why does sex play such a prominent role in advertising? 8) How can music, rationality, and scarcity be used to increase advertising effectiveness? 9) What are the primary areas of concern in international advertising?
LEAD-IN VIGNETTE
Hyundai Motor Company: A Small Start-up Becomes a Powerful Player
Questions for Students:
1. Does the name Hyundai have the image of quality in your mind? 2. Do you know anyone who owns a Hyundai? Is the person proud of the car? 3. How should Hyundai be advertised in the future, especially after the economy recovers?
CHAPTER OVERVIEW
Two major topics are covered in this chapter. The first is the three theoretical approaches to advertising design:
1. The hierarchy of effects model 2. Means-ends theory 3. Visual and verbal imaging
The second topic is to review, in detail, the major appeals used by advertisers. The goal of the account executive and the creative is to select the appeal that has the best chance of leading to the desired outcome or behavior.
From there, the actual message content is developed. Before beginning the process of creating the ad, it is important to remember the steps taken up to this point. These are summarized by noting the items in the creative brief.
CHAPTER OUTLINE