• Radio visual imagery
6-8
Types of Appeals
Rational vs Emotional Appeals
• Most advertising contains elements of both rational and emotional appeals
• Both styles of advertising effective in creation of brand support
Verbal and Visual Elements
• Balance between visual and verbal • Visual processing
– Easier to recall – Stored both as pictures and words – Concrete vs. abstract
Means-End Chain
Product Attributes
Consumer Benefits
Executional Framework Leverage Point
Personal Value
Means-End Chain for Milk
Attributes Low fat Calcium Ingredients Vitamins
Humor Appeal
• Excellent for getting and keeping attention • Used in 30% of TV and radio ads • Humor causes consumers to
– Watch – Laugh – Remember
Sex Appeal
➢ Pleasure ➢ Salvation ➢ Security ➢ Self-fulfillment ➢ Self-respect ➢ Sense of belonging ➢ Social acceptance ➢ Wisdom
Means-End Theory
• Means-end chain • Message (means) lead to end state (personal values) • Means-End Conceptualization of Components of Advertising
Message Strategies
Cognitive
Affective
Conative
• Generic • Preemptive • Unique Selling
Proposition • Hyperbole • Comparative
• Resonance • Emotional
• Actioninducing
Creative Strategy
Hierarchy of Effects Model
Awareness
Cognitive
Knowledge
Liking
Affective
Conative
Preference
Conviction
Purchase
Personal Values
➢ Comfortable life ➢ Equality ➢ Excitement ➢ Freedom ➢ Fun, exciting life ➢ Happiness ➢ Inner peace ➢ Mature love ➢ Personal accomplishment
Which Taglines Can You Identify?
1. Finger Lickin’ Good 2. Think Small 3. It is everywhere you want to be 4. Every little helps 5. Think different 6. Impossible is nothing 7. I’m Lovin It 8. Melts in your mouth, not in your hands 9. Be your way 10. Buy It. Sell It. Love It.
– Creative challenge is to take all inputs and transform this information into an effective advertising message
Fear Appeal
Appeal strength
Low – not noticed High – ignored Moderate – works best
Source
Celebrities CEOs Experts Typical persons
Creating an Aples of Effective Advertising
• Visual consistency • Campaign duration • Repeated taglines • Consistent positioning- avoid ambiguity • Simplicity • Identifiable selling point • Create an effective flow • Beating ad clutter
Strategy (MECCAS) • Model suggests six elements
– Product attributes – Consumer benefits – Leverage points – Taglines – Personal values – Executional framework
Benefits
Personal Values
Healthy
Self-respect
Wisdom
Healthy bones Comfortable life
Wisdom
Good taste Pleasure
Happiness
Enhanced
Excitement
sexual ability Fun
Pleasure
Creative exercise: Viagra advertising tagline
Use only past advertising taglines, originally written for other products, that capture the essence of Viagra.
• Promotional support
Executional Frameworks
• Animation • Slice-of-life • Testimonial • Authoritative • Demonstration • Fantasy • Informative
Sources and Spokespersons
• Breaks through clutter • Use has increased • Not as effective as in the
past • Advertisers shifting to
more subtle sexual cues (sensuality and sexual suggestiveness)