COMMUNICATIONDESIGN

COKE 4 EVERYONE

Advertising design. Hierarchy of Effects Model Means-End Theory Visual and Verbal Imaging

Advertising appeals.

ATL COMMUNICATION DESIGN

Creating an Advertisement

HALEEB

INFORMATIVE (THINKER) AFFECTIVE (FEELER)Model: L-F-D (economic) Model: F-L-D (psychological)

POSSIBLE IMPLICATIONS POSSIBLE IMPLICATIONSTest: Recall Test: Atttude change;

HIGH Media: Long copy format Emotional arousalINVOLVEMENT Creative: Specific information Media: Large space

Demonstration Creative: Executional ImpactEXAMPLES EXAMPLES

car, house, furnishings, new jewelry, cosmetics, fashion products apparel, motorbikes

HABIT FORMATION (DOER) SELF-SATISFACTION (REACTOR)Model: D-L-F (responsive) Model: D-F-L (social)

POSSIBLE IMPLICATIONS POSSIBLE IMPLICATIONSLOW Test: Sales Test: SalesINVOLVEMENT Media: Small space ads Media: Billboards, Newspapers, POS

10 sec commercials Creative: AttentionCreative: Reminder

EXAMPLES EXAMPLESfood, household items cigarettes, liquor, candy

THINKING FEELING

THE FCB GRID

Awareness

Knowledge

Liking

Preference

Conviction

Purchase

Cognitive

Affective

Conative

Hierarchy of Effects Model

HONDA IT MUST BE LOVE

HONDA

MENTOS

Means-End Chain

ProductAttributes

ConsumerBenefits

LeveragePoint

PersonalValue

Executional Framework

PEUGOT 607

Comfortable life Equality Excitement Freedom Fun, exciting life Happiness Inner peace Mature love Personal accomplishment

Pleasure Salvation Security Self-fulfillment Self-respect Sense of belonging Social acceptance Wisdom

PERSONAL VALUES

PHAETON VW

Means End Chain for Milk

Attributes Benefits Personal Values

Low fat Healthy Self-respect Wisdom

Calcium Healthy bones Comfortable life Wisdom

Ingredients Good taste Pleasure Happiness

Vitamins Enhanced senses ability

Excitement Fun Pleasure

Verbal and Visual Elements

Visual processing

• Easier to recall• Stored both as

pictures and words• Concrete vs abstract

The objective. The target audience. The message theme The support. The constraints.

CREATIVE BRIEF

TAPAL

Advertising Appeals

Fear Humor Amorous Music Rationality Emotions

Principles of Effective Advertising

Visual consistency. Campaign duration. Repeated taglines. Consistent positioning. Simplicity. Identifiable selling point.

Fear Appeal

Humor Appeal

Used in 30% of all advertisements.

Excellent at capturing attention.

Score high in recall tests.

Should be related directly to customer benefit.

Using Sex Appeals Effectively

Be aware of differences in the international arena.

Should be an integral part of the product.

Should consider using “regular person” models.

Be careful sensuality does not overpower advertisement.

Emotional Appeals

Based on three ideas: Consumers ignore most ads. Rational ads go unnoticed. Emotional ads can capture attention.

Viewed by creatives as key to developing brand loyalty.

Uses peripheral processing route. B-to-B advertisements using more emotional

appeals. Works well when tied with other appeals.

Emotions Used in Advertisements

TrustReliabilityFriendshipHappiness

SecurityGlamour/luxury

SerenityAnger

Protecting loved onesRomancePassion

Family Bonds* with parents*with siblings* with children

*with extended family members

Executional Frameworks

Animation Slice-of-life Dramatization Testimonial Authoritative Demonstration Fantasy Informative