Ad Appeals
-
Upload
monica-goyal -
Category
Documents
-
view
284 -
download
4
Transcript of Ad Appeals
![Page 1: Ad Appeals](https://reader034.fdocuments.net/reader034/viewer/2022051412/551552484979591d538b4863/html5/thumbnails/1.jpg)
Advertising Design: Theoretical Frameworks and
Types of Appeals
Composed & Prepared By:Professor Sameer Kulkarni
Associate Professor, HOD (Marketing)
6-1
![Page 2: Ad Appeals](https://reader034.fdocuments.net/reader034/viewer/2022051412/551552484979591d538b4863/html5/thumbnails/2.jpg)
TYPES OF ADVERTISEMENTS
Product Advertisement
Institutional Advertisements
![Page 3: Ad Appeals](https://reader034.fdocuments.net/reader034/viewer/2022051412/551552484979591d538b4863/html5/thumbnails/3.jpg)
TYPES OF ADVERTISEMENTS
Product Advertisement
Advertisements that focus on selling a good or service and take three forms: (1)Pioneering (or informational), (2)Competitive (or persuasive), and (3)Reminder.
![Page 4: Ad Appeals](https://reader034.fdocuments.net/reader034/viewer/2022051412/551552484979591d538b4863/html5/thumbnails/4.jpg)
TYPES OF ADVERTISEMENTSPioneering (or informational)
![Page 5: Ad Appeals](https://reader034.fdocuments.net/reader034/viewer/2022051412/551552484979591d538b4863/html5/thumbnails/5.jpg)
TYPES OF ADVERTISEMENTSCompetitive (or persuasive) Sterilac Dahi
![Page 6: Ad Appeals](https://reader034.fdocuments.net/reader034/viewer/2022051412/551552484979591d538b4863/html5/thumbnails/6.jpg)
TYPES OF ADVERTISEMENTSReminder
![Page 7: Ad Appeals](https://reader034.fdocuments.net/reader034/viewer/2022051412/551552484979591d538b4863/html5/thumbnails/7.jpg)
TYPES OF ADVERTISEMENTSInstitutional Advertisement
![Page 8: Ad Appeals](https://reader034.fdocuments.net/reader034/viewer/2022051412/551552484979591d538b4863/html5/thumbnails/8.jpg)
TYPES OF ADVERTISEMENTS
Institutional Advertisements
Advertisements designed to build goodwill or an image for an organization, rather than promote a specific good or service
![Page 9: Ad Appeals](https://reader034.fdocuments.net/reader034/viewer/2022051412/551552484979591d538b4863/html5/thumbnails/9.jpg)
ScopeScope
• Advertising design Hierarchy of effects model Means-end theory Visual and verbal imaging
• Advertising appeals
6-9
![Page 10: Ad Appeals](https://reader034.fdocuments.net/reader034/viewer/2022051412/551552484979591d538b4863/html5/thumbnails/10.jpg)
Creative Brief
• The objective• The target audience• The message theme• The support• The constraints
6-10
![Page 11: Ad Appeals](https://reader034.fdocuments.net/reader034/viewer/2022051412/551552484979591d538b4863/html5/thumbnails/11.jpg)
Advertising Theory
• Hierarchy of effects model
• Means-end chain
• Visual and verbal imaging
6-11
![Page 12: Ad Appeals](https://reader034.fdocuments.net/reader034/viewer/2022051412/551552484979591d538b4863/html5/thumbnails/12.jpg)
Hierarchy of Effects
• Awareness• Knowledge• Liking• Preference• Conviction• Purchase
Model Attitude
• Cognitive
• Affective
• Conative
6-12
![Page 13: Ad Appeals](https://reader034.fdocuments.net/reader034/viewer/2022051412/551552484979591d538b4863/html5/thumbnails/13.jpg)
Means-End Chain
• Product attributes• Consumer benefits• Leverage points• Personal values• Executional framework
6-13
![Page 14: Ad Appeals](https://reader034.fdocuments.net/reader034/viewer/2022051412/551552484979591d538b4863/html5/thumbnails/14.jpg)
Personal Values
• Comfortable life• Equality• Excitement• Freedom• Fun, exciting life• Happiness• Inner peace• Mature love
• Pleasure• Salvation• Security• Self-fulfillment• Self-respect• Sense of
belonging• Social
acceptance• Wisdom
6-14
![Page 15: Ad Appeals](https://reader034.fdocuments.net/reader034/viewer/2022051412/551552484979591d538b4863/html5/thumbnails/15.jpg)
Advertising Appeals
• Fear• Humor• Sex• Music• Rationality• Emotions• Scarcity
6-15
![Page 16: Ad Appeals](https://reader034.fdocuments.net/reader034/viewer/2022051412/551552484979591d538b4863/html5/thumbnails/16.jpg)
Advertising Appeals (Fear)
![Page 17: Ad Appeals](https://reader034.fdocuments.net/reader034/viewer/2022051412/551552484979591d538b4863/html5/thumbnails/17.jpg)
Advertising Appeals (Humor)
![Page 18: Ad Appeals](https://reader034.fdocuments.net/reader034/viewer/2022051412/551552484979591d538b4863/html5/thumbnails/18.jpg)
Advertising Appeals (Sex)
![Page 19: Ad Appeals](https://reader034.fdocuments.net/reader034/viewer/2022051412/551552484979591d538b4863/html5/thumbnails/19.jpg)
Advertising Appeals (Music)
![Page 20: Ad Appeals](https://reader034.fdocuments.net/reader034/viewer/2022051412/551552484979591d538b4863/html5/thumbnails/20.jpg)
Advertising Appeals(Rationality)
![Page 21: Ad Appeals](https://reader034.fdocuments.net/reader034/viewer/2022051412/551552484979591d538b4863/html5/thumbnails/21.jpg)
Advertising Appeals (Emotions)
![Page 22: Ad Appeals](https://reader034.fdocuments.net/reader034/viewer/2022051412/551552484979591d538b4863/html5/thumbnails/22.jpg)
Advertising Appeals (Scarcity)
![Page 23: Ad Appeals](https://reader034.fdocuments.net/reader034/viewer/2022051412/551552484979591d538b4863/html5/thumbnails/23.jpg)
Behavioral Response Model
• Severity• Vulnerability• Negative behavior
Intrinsic reward Extrinsic reward
• Change behaviors Response costs Self-efficacy Response efficacy
6-23
![Page 24: Ad Appeals](https://reader034.fdocuments.net/reader034/viewer/2022051412/551552484979591d538b4863/html5/thumbnails/24.jpg)
• Used in 30% of ads.• Excellent in capturing
attention.• Score high in recall tests.• Should be related directly to
customer benefit.
Humor Appeal
6-24
![Page 25: Ad Appeals](https://reader034.fdocuments.net/reader034/viewer/2022051412/551552484979591d538b4863/html5/thumbnails/25.jpg)
• Subliminal techniques• Nudity or partial nudity• Sexual suggestiveness• Overt sexuality• Sensuality
Sex Appeal
6-25
![Page 26: Ad Appeals](https://reader034.fdocuments.net/reader034/viewer/2022051412/551552484979591d538b4863/html5/thumbnails/26.jpg)
Sex Appeal (Meaning of Subliminal Appealing)
![Page 27: Ad Appeals](https://reader034.fdocuments.net/reader034/viewer/2022051412/551552484979591d538b4863/html5/thumbnails/27.jpg)
Subliminal Appeal Cocoa Cola More:
![Page 28: Ad Appeals](https://reader034.fdocuments.net/reader034/viewer/2022051412/551552484979591d538b4863/html5/thumbnails/28.jpg)
Sex Appeal(Subliminal techniques)
![Page 29: Ad Appeals](https://reader034.fdocuments.net/reader034/viewer/2022051412/551552484979591d538b4863/html5/thumbnails/29.jpg)
Sex Appeal(Subliminal techniques)
![Page 30: Ad Appeals](https://reader034.fdocuments.net/reader034/viewer/2022051412/551552484979591d538b4863/html5/thumbnails/30.jpg)
Sex Appeal(Subliminal techniques)
© 2004 by August Bullock. From Highlights of The Secret Sales Pitch: An Overview of Subliminal Advertising. All Rights Reserved.
![Page 31: Ad Appeals](https://reader034.fdocuments.net/reader034/viewer/2022051412/551552484979591d538b4863/html5/thumbnails/31.jpg)
![Page 32: Ad Appeals](https://reader034.fdocuments.net/reader034/viewer/2022051412/551552484979591d538b4863/html5/thumbnails/32.jpg)
Look at the man’s left hand, the lower hand in the photograph. It is resting gently against the lady’s backbone.
The lady’s backbone has been carefully airbrushed to resemble an erect, male phallus.
It is six and a half inches long in the scale of the photograph. It is circumcised, and the tip of it is about to enter a cylindrical curl formed by the lady’s hair.
© 2004 by August Bullock. From Highlights of The Secret Sales Pitch: An Overview of Subliminal Advertising. All Rights Reserved.
![Page 33: Ad Appeals](https://reader034.fdocuments.net/reader034/viewer/2022051412/551552484979591d538b4863/html5/thumbnails/33.jpg)
![Page 34: Ad Appeals](https://reader034.fdocuments.net/reader034/viewer/2022051412/551552484979591d538b4863/html5/thumbnails/34.jpg)
Sex Appeal(Subliminal techniques TV)
![Page 35: Ad Appeals](https://reader034.fdocuments.net/reader034/viewer/2022051412/551552484979591d538b4863/html5/thumbnails/35.jpg)
Sex Appeal(Nudity or partial nudity)
![Page 36: Ad Appeals](https://reader034.fdocuments.net/reader034/viewer/2022051412/551552484979591d538b4863/html5/thumbnails/36.jpg)
Sex Appeal(Sexual suggestiveness)
![Page 37: Ad Appeals](https://reader034.fdocuments.net/reader034/viewer/2022051412/551552484979591d538b4863/html5/thumbnails/37.jpg)
Sex Appeal (Overt sexuality)
![Page 38: Ad Appeals](https://reader034.fdocuments.net/reader034/viewer/2022051412/551552484979591d538b4863/html5/thumbnails/38.jpg)
Sex Appeal(Sensuality)
![Page 39: Ad Appeals](https://reader034.fdocuments.net/reader034/viewer/2022051412/551552484979591d538b4863/html5/thumbnails/39.jpg)
Sex Appeal
• Breaks through clutter• Use has increased• Not as effective as in the past• Advertisers shifting to more
subtle sexual cues.
6-39
![Page 40: Ad Appeals](https://reader034.fdocuments.net/reader034/viewer/2022051412/551552484979591d538b4863/html5/thumbnails/40.jpg)
Sex AppealNudity or Partial Nudity
• Used for wide variety of products• Attracts attention• Not always designed to solicit
sexual response Underwear commercials
• Decorative models
6-40
![Page 41: Ad Appeals](https://reader034.fdocuments.net/reader034/viewer/2022051412/551552484979591d538b4863/html5/thumbnails/41.jpg)
Released: September 2004
Advertiser: MAXWELL INDUSTRIES
Brand name:
VIP FRENCHIE UNDERWEAR
Agency: OGILVY & MATHER
Country: INDIA
![Page 42: Ad Appeals](https://reader034.fdocuments.net/reader034/viewer/2022051412/551552484979591d538b4863/html5/thumbnails/42.jpg)
Released: September 2004
Advertiser:
MAXWELL INDUSTRIES
Brand name:
VIP FRENCHIE UNDERWEAR
Agency: OGILVY & MATHER
Country: INDIA
![Page 43: Ad Appeals](https://reader034.fdocuments.net/reader034/viewer/2022051412/551552484979591d538b4863/html5/thumbnails/43.jpg)
Released: September 2004
Advertiser:
MAXWELL INDUSTRIES
Brand name:
VIP FRENCHIE UNDERWEAR
Agency: OGILVY & MATHER
Country: INDIA
![Page 44: Ad Appeals](https://reader034.fdocuments.net/reader034/viewer/2022051412/551552484979591d538b4863/html5/thumbnails/44.jpg)
Are Sex Appeals Effective?
Research Results:
Sex and nudity do increase attention. Rated as being more interesting. Often leads to strong feelings about the ad. Brand recall is lower. Often interferes with message comprehension. May impact feelings toward the brand
6-44
![Page 45: Ad Appeals](https://reader034.fdocuments.net/reader034/viewer/2022051412/551552484979591d538b4863/html5/thumbnails/45.jpg)
Disadvantages of Sex Appeals
• Less influence today• Reduces brand recall• Affects comprehension• Creates dissatisfaction with one’s
body Females Males
• Stereotyping of females
6-45
![Page 46: Ad Appeals](https://reader034.fdocuments.net/reader034/viewer/2022051412/551552484979591d538b4863/html5/thumbnails/46.jpg)
Frenchie - X Ad
![Page 47: Ad Appeals](https://reader034.fdocuments.net/reader034/viewer/2022051412/551552484979591d538b4863/html5/thumbnails/47.jpg)
Feeling - Bra Ad
![Page 48: Ad Appeals](https://reader034.fdocuments.net/reader034/viewer/2022051412/551552484979591d538b4863/html5/thumbnails/48.jpg)
Lux-cozi Ad
![Page 49: Ad Appeals](https://reader034.fdocuments.net/reader034/viewer/2022051412/551552484979591d538b4863/html5/thumbnails/49.jpg)
• Has intrusive value• Gains attention• Increases retention of visual information• Can increase persuasiveness
Music Appeal
6-49
![Page 50: Ad Appeals](https://reader034.fdocuments.net/reader034/viewer/2022051412/551552484979591d538b4863/html5/thumbnails/50.jpg)
Nerolac -Song
![Page 51: Ad Appeals](https://reader034.fdocuments.net/reader034/viewer/2022051412/551552484979591d538b4863/html5/thumbnails/51.jpg)
Nerolac –Song Modified 1
![Page 52: Ad Appeals](https://reader034.fdocuments.net/reader034/viewer/2022051412/551552484979591d538b4863/html5/thumbnails/52.jpg)
Nerolac –Style Modified 2
![Page 53: Ad Appeals](https://reader034.fdocuments.net/reader034/viewer/2022051412/551552484979591d538b4863/html5/thumbnails/53.jpg)
Nerolac – Modified (Both)
![Page 54: Ad Appeals](https://reader034.fdocuments.net/reader034/viewer/2022051412/551552484979591d538b4863/html5/thumbnails/54.jpg)
• Based on hierarchy of effects model.
• Used by business-to-business advertisers.
• Well-suited for Print media Complex products High involvement products
Rational Appeal
6-54
![Page 55: Ad Appeals](https://reader034.fdocuments.net/reader034/viewer/2022051412/551552484979591d538b4863/html5/thumbnails/55.jpg)
• Based on three ideas: Consumers ignore most ads Rational ads go unnoticed Emotional ads can capture attention
• Key to developing brand loyalty.• Effie Awards – humor and emotions.• Use more in b-to-b advertising.• Works well when tied to other
appeals.
Emotional Appeal
6-55
![Page 56: Ad Appeals](https://reader034.fdocuments.net/reader034/viewer/2022051412/551552484979591d538b4863/html5/thumbnails/56.jpg)
• Based on Limited supply Limited time to purchase
• Tied with promotional tools such as contests, sweepstakes, and coupons.
• Encourage customers to take action.
Scarcity Appeal
6-56
![Page 57: Ad Appeals](https://reader034.fdocuments.net/reader034/viewer/2022051412/551552484979591d538b4863/html5/thumbnails/57.jpg)
Structure of an Advertisement
• Headline• Sub-headline• Promise of a benefit• Amplification• Proof of claim• Action to take
6-57