IMC Course

Advertising Design
Theoretical Frameworks & Types of Appeals
 Topic Objectives
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
Theoretical Approaches to
Advertising Design
 Advertising - Theory
Three Theoretical Advertising
Approaches

Hierarchy of Means-ends Visual and Verbal

Effects Model Theory Imaging

IMC 2011 by ARM

 Hierarchy of Effects
PROS
Identifies the steps customers make in the
The Model suggests that buying decision
a consumer or a business To encourage brand loyalty all six steps must
be present
buyer moves through a
Thus this approach highlights the various
series of six steps to be responses that advertising or other
convinced of the marketing communications must accomplish
purchase decision:
1. Awareness CONS
2. Knowledge Some of its underlying principles have been
3. Liking challenged
4. Preference Sometimes consumers make a purchase
first and then later develop knowledge,
5. Conviction
liking, preference and conviction. E.g.
6. The actual purchase coupon purchases
Not true for commodity products, socks etc
where brand name is not remembered
 Means-End Theory
PERSONAL VALUES
Comfortable life
The Model suggests that Equality
the advertising contains a Excitement
message or a means to Freedom
lead the consumer to a Fun, exciting life
desired end state. Happiness
Inner Peace
The purpose of the Personal accomplishment
Pleasure
means-end chain is to a
Salvation
cause a chain reaction in Security
which viewing the ad Self fulfillment
leads the consumer to Self respect
believe the product will Sense of belonging
achieve one of the Social acceptance
personal values Wisdom
 Means-End Theory

Is the basis of a model called Milk Example

MECCAS, which is:
Means-End Low Fat Healthy Self respect
Conceptualization of Wisdom
Components for Advertising
Strategy Calcium Healthy bones Comfortable life
Wisdom
Its suggest using five Pleasure
elements in creating ads:
Ingredients Good taste Pleasure
The products attributes Happiness
Consumer benefits
Vitamins Enhanced Excitement
Leverage points
Physical Fun
Personal values Ability Pleasure
The executional framework

IMC 2011 by ARM

 Verbal and Visual Images

Impact of VISUAL
The Model determines
the degree of emphasis Visual images lead to more favorable
given to the visual attitudes towards ads and brands
elements v/s the verbal They are easily remembered
elements in the ad
Visual images are stored in the brain both
(Radio is the exception)
pictures and words, this allows easy recall
Verbal ad is the central Visual images range from very concrete
route of the brain to highly abstract allowing creatives to
function make connections with images and ad
content
Visual images of the ad is
processed by the For e.g. using the shape of Spaghetti or
peripheral route Pizza and link it with a restaurant or
Absolute Vodka campaign
Types of Advertising Appeals
 Types of Advertising Appeals

Fear

Humor
Over the years
Advertising has
Sex
attempted a wide
variety of approaches.
Music
Advertisers mostly
select from one of Rationality
these types of appeals:
Emotions

Scarcity
Products or Category with Fear Appeal

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

Success of Humor is based on:

Humor causes consumers
Humor to :
Watch
It is a clutter Laugh
breaker. Humor is Remember
effective in both
getting attention To be successful humor
must connected directly
and keeping it with the product benefits
 The Sex Appeal

Sex
Sexuality has been employed
It is a clutter
in following 5 ways:
breaker too.
For instance TV Subliminal techniques
ads of jewelry Nudity & Partial nudity
depict a woman Sexual Suggestiveness
Overt Sexuality
wearing a
Sensuality
nightgown in the
bedroom
 The Music Appeal

Music can be the stimulus that ties a

particular music arrangement e.g. Lipton
sip of inspiration linked to Mission
Music Impossible Music
Music helps attract Generally the questions asked when music
attention and is is used are:
linked to 1. What role will the music play in the
emotions, ad?
2. Will a familiar song be used or will
memories and
something original be created?
other experiences. 3. What emotional pitch should the
music reach?
4. How does the music fit with the
message of the ad?
 The Rational Appeal

A rational appeal always follows the

Rationality hierarchy of effects model stages
Mostly based on ELM
(Elaboration A rational approach ad leads to
Likelihood Model) stronger conviction about a products
benefits so that the purchase is
The approach assumes eventually made
that consumers use
rational though Print media offers the best outlets for
process when making rational appeals as it allows readers
purchase decisions to process a lot of information in the
copy
 The Emotional Appeal

Emotional Emotional appeals can be a very

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

Scarcity Scarcity appeal is all about touching the

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

Wendys Wheres the beef

Wilkinsons Sword