Singha
Chapter 6
Advertising Design:
Theoretical Frameworks and Types of Appeals
CHAPTER OVERVIEW
Two major topics are covered in this chapter. The first is the three theoretical approaches to advertising design: 1. The hierarchy of effects model 2. Means-ends theory 3. Visual and verbal imaging
The second topic is to review, in detail, the major appeals used by advertisers. Many of these approaches may seem familiar. The goal of the account executive and the creative is to select the appeal that has the best chance of leading to the desired outcome or behavior. From there, the actual message content is developed. Before beginning the process of creating the ad, it is important to remember the steps taken up to this point. These are summarized by noting the items in the creative brief.
The Creative Brief
The elements of a Creative Brief were introduced in Chapter 5 and are shown in Figure 6.1: • The objective of the ad • The target audience • The message theme • The support • Any constraints to be included
Advertising Theory
In developing an advertisement for an advertising campaign, there are theoretical frameworks that can be useful, including: • The hierarchy of effects model • A means-ends theory • Visual and verbal frameworks
Hierarchy of Effects
The hierarchy of effects model is helpful in clarifying the objectives of an advertising campaign as well as the objective of a particular advertisement.
The model suggests that a consumer or a business buyer moves through a series of six steps when being convinced to make a purchase: 1. Awareness. 2. Knowledge. 3. Liking. 4. Preference. 5. Conviction. 6. The actual purchase.
Although the hierarchy of effects model helps creatives to understand the impact of an advertisement on viewers, some of its underlying principles have
Advertising Design:
Theoretical Frameworks and Types of Appeals
CHAPTER OVERVIEW
Two major topics are covered in this chapter. The first is the three theoretical approaches to advertising design: 1. The hierarchy of effects model 2. Means-ends theory 3. Visual and verbal imaging
The second topic is to review, in detail, the major appeals used by advertisers. Many of these approaches may seem familiar. The goal of the account executive and the creative is to select the appeal that has the best chance of leading to the desired outcome or behavior. From there, the actual message content is developed. Before beginning the process of creating the ad, it is important to remember the steps taken up to this point. These are summarized by noting the items in the creative brief.
The Creative Brief
The elements of a Creative Brief were introduced in Chapter 5 and are shown in Figure 6.1: • The objective of the ad • The target audience • The message theme • The support • Any constraints to be included
Advertising Theory
In developing an advertisement for an advertising campaign, there are theoretical frameworks that can be useful, including: • The hierarchy of effects model • A means-ends theory • Visual and verbal frameworks
Hierarchy of Effects
The hierarchy of effects model is helpful in clarifying the objectives of an advertising campaign as well as the objective of a particular advertisement.
The model suggests that a consumer or a business buyer moves through a series of six steps when being convinced to make a purchase: 1. Awareness. 2. Knowledge. 3. Liking. 4. Preference. 5. Conviction. 6. The actual purchase.
Although the hierarchy of effects model helps creatives to understand the impact of an advertisement on viewers, some of its underlying principles have