Hierarchy of effects (Six steps of persuasion):1. Awareness2. Knowledge3. Liking4. Preference5. Conviction6. Purchase

Means-End Theory MECCAS = means end conceptualization of Components for

Advertising Strategy1. Products Attributes2. Consumer Benefits3. Leverage Points4. Personal Values5. Executional Framework

Viewing the ad leads the consumer to believe that using the product will help him or her reach one of these following personal values.Comfortable life Inner peace Self fulfillment

Equality Mature love Self-respect

Excitement Personal accomplishment

Sense of belonging

Freedom Pleasure Social acceptance

Fun, exciting life Salvation Wisdom

Happiness Security

A means-end chain links attributes of products (the means), consequences of these attributes to the consumer, and the personal values (the ends) that the consequences reinforce (Gutman, 1982).

The consequences are what the consumer anticipates to receive (benefits) or avoid (detriments) when consuming the product or service.

“Map” of A-C-V (attributes, consequences, and values)

Move the consumer from understanding a product’s benefits to linking these benefits with personal values.

Fear Humor Sex Music Rationality Emotions Scarcity

The promise of a benefit or the headline

The spelling out of the promises, a subheading

Amplification Proof of the claim Action to take

CognitivePresentation of rational arguments or pieces of information to consumers

1. Generic – direct promo of product or service without claims of superiority2. Pre-emptive – claims of superiority based on specific attribute or benefit3. Unique Selling Proposition – explicit testable claim of superiority or uniqueness4. Hyperbole-makes an untestable claim based upon some attributes 5. Comparative – direct or indirect comparison of good or service to competitor.

Affectiveinvoke feelings and emotions and match them with the product, service, or company

1. Resonance – connects products with consumer’s experience to build stronger ties between product and consumer.

2. Emotional – elicits powerful emotions that lead to product recall and choiceConative

Designed to lead more directly to some type of consumer behaviour.1. Action-inducing – cognitive evaluation through use after sale (impulse purchase

displays-buy now be happy later)2. Promotional support – designed to support other promotions (gets consumer to

take supportive action to other promotion – sweepstake or store visit)Brand

Builds or enhances brand or corporate name (vs. consumer action)1. Brand user – types of individuals that use brand (celebrity?)2. Brand image – develop brand personality (limited copy and generic presenters)3. Brand usage – Stress different uses for a Brand (showing brand advantage and

versatility)4. Corporate Ads – Promotes corporate name and image rather than the Brand name.

Who will represent… Celebrities (Unpaid spokesperson, celebrity voice-

overs and dead person endorsement) (Tiger Woods, Gretzky, Celine Dionne)

CEOs(Leo Iacocca – Crysler)

Experts(Surgeon General)

Typical persons

7 Basic Principles:1. Visual Consistency2. Campaign Duration3. Repeated Tag Lines4. Consistent Positioning5. Simplicity (e.g. Internet load time)6. Identifiable Selling Point (one point easily identifiable)

And…Beating Ad clutterstanding out in a crowd - e.g. variability theory