Advertising Design. Copyright 2016 Pearson Education, Inc. 6-1

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1 6 Chapter Six Advertising Design Advertising Design Chapter Objectives 1. How are message strategies used in designing effective advertisements? 2. What are the seven main types of advertising appeals? 3. What role does the executional framework play in advertising design? 4. How are source and spokesperson decisions related to advertising design? 6-2 1

2 Adweek Media and Harris Interactive Survey Ads somewhat or very interesting (55%) Ads not interesting at all (12%) Ads very influential in purchase decisions (6%) Ads somewhat influential in purchase decisions (29%) Nearly half of year-olds influenced by advertising 37% of year-olds influenced by advertising 28% of individuals 45+ influenced by advertising 6-3 mcgarrybowen 6 Founded 2002 Strategic approach Agency of the Year 2009, 2011 New York, Chicago, London Full-service approach Hire and believe in people Storytelling 6-4 2

3 6 Advertising Design Chapter Overview Message strategies Appeals Executional frameworks Sources Spokespersons 6-5 F I G U R E 6. 1 Message Strategies Cognitive Generic Unique selling proposition Hyperbole Comparative Affective Resonance Emotional Conative 6-6 3

4 Message Strategies Cognitive Affective Conative Generic Preemptive Unique selling proposition Hyperbole Comparative 6-7 Generic Cognitive Message Strategy 6-8 4

5 Preemptive Cognitive Message Strategy A television advertisement for the Waterfront Grill created by Sartor Associates using a preemptive cognitive message strategy. 6-9 Unique Selling Proposition Cognitive Message Strategy An advertisement by P & S Surgical Hospital using the unique selling proposition

6 Hyperbole Advertising Cognitive Message Strategy Untestable claim Does not require substantiation Popular cognitive approach 6-11 Comparative Advertising Cognitive Message Strategy Direct or indirect comparisons Real or fictitious competitor Advantage captures attention Brand awareness increases Message awareness increases Negative less believable, negative attitude Negative comparative ad Spontaneous trait transference Choose comparisons carefully

7 Message Strategies Cognitive Affective Conative Resonance Emotional 6-13 Affective Message Strategy Invokes feelings or emotions Attempts to enhance likeability Resonance Advertising Connects with consumer experiences Comfort marketing Emotional Advertising Emotions lead to recall and choice Consumer and b-to-b markets Leads to positive feelings

8 Advertisement for South Walton, Florida uses an affective message strategy 6-15 Message Strategies Cognitive Affective Conative Encourage customer action Support promotional efforts Impulse buys

9 An advertisement for Cub Cadet encouraging immediate action! 6-17 F I G U R E 6. 2 The Hierarchy of Effects Model and Message Strategies Cognitive Strategies Awareness Knowledge Affective Strategies Liking Preference Conviction Conative Strategies Purchase

10 F I G U R E 6. 3 Types of Appeals Fear Humor Sex Music Rationality Emotions Scarcity 6-19 Fear Appeal Fear appeals are common Fear increases interest and is memorable Severity and vulnerability Severity level of consequence Vulnerability probability of event occurring Response efficacy Intrinsic reward Extrinsic reward Response costs Self-efficacy Response efficacy

11 F I G U R E 6. 4 Behavioral Response Model 6-21 Fear Appeal Appeal strength Low not noticed High ignored Moderate works best

12 Cinnetten Bir Köşe-Jolly Tur 6-23 Humor Appeal Excellent for getting and keeping attention Used in 30% of TV and radio ads Humor causes consumers to Watch Laugh Remember

13 Humor Appeal Advantages of humor Piques interest Increases recall and comprehension Elevates mood Problems with humor Offensive Overpowers message Humor should focus on product International usage Humor often rooted in culture Humor varies across countries Good humor difficult to achieve 6-25 F I G U R E 6. 5 Reasons for Using Humor in Ads Captures attention Holds attention Often wins creative awards High recall scores Consumers enjoy funny ads Evaluated as likeable ads

14 F I G U R E 6. 6 Sexuality Approaches Subliminal techniques Sensuality Sexual suggestiveness Nudity or partial nudity Overt sexuality 6-27 Sex Appeal Breaks through clutter Use has increased Effectiveness has declined Advertisers shifting to more subtle sexual cues

15 Subliminal Cues Sex Appeal Sex cues or icons placed in ads Goal is to affect subconscious Not effective Ad clutter requires stronger ads to get attention 6-29 Sex Appeal Approaches Sensuality Women respond more favorably More sophisticated Relies on imagination Sexual suggestiveness Hints about sex Sexual theme

16 Sex Appeal Approaches Nudity or partial nudity Used for wide variety of products Attract attention Not always designed to elicit sexual response Underwear commercials Overt sexuality Acceptable for sexually-oriented products Used to break through ad clutter Often used for a shock effect Danger of being offensive 6-31 F I G U R E 6. 7 Factors to Consider Before Using Decorative Models Improves ad recognition, not brand recognition Influences emotional and objective evaluations Produces higher purchase intentions when the product is sexually relevant Attractive models produce a higher level of attention than less attractive models

17 Are Sex Appeals Effective? Increase attention Brand recall lower Physiological arousal Cognitive impressions Like versus dislike Societal trends 6-33 Disadvantages of Sex Appeals Creates dissatisfaction with one s body Females Males Stereotyping of females

18 Music Appeals Connects with emotions and memories Has intrusive value Gains attention Increases the retention of visual information Better recall Can increase persuasiveness Stored in long-term memory 6-35 Music Appeals Variety of roles in advertisements Incidental to ad Primary theme Selecting the music Familiar tune Write a jingle Background or mood music Solicit music for an advertisement

19 Music Appeals Advantages of music appeals Consumers have affinity with existing songs Brand awareness, brand equity, and brand loyalty become easier Emotional affinity transference to brand Popular songs expensive Alternative methods Musicians see ad songs as way to be heard Songs posted on YouTube and other sites Occasionally full song becomes popular 6-37 Rational Appeals Based on hierarchy of effects model Active processing of information Media outlets Print media and Internet best mediums Business-to-business Print media, trade publications Information search by buying center members Product attributes Complex and high involvement products If processed, excellent at changing attitudes

20 F I G U R E Reasons for Using Emotional Appeals Consumers ignore most ads Rational ads go unnoticed Emotion captures attention 6-39 Emotional Appeals Brand loyalty Key to developing brand loyalty Creates bond with brand Business-to-Business Used more frequently (25%) Emotions important in business decisions Media outlets Television best medium Internet Work well when tied with other appeals

21 Scarcity Appeals Based on limited supply Based on limited time to purchase Often tied with promotion tools such as contests, sweepstakes, and coupons Encourage customers to take action 6-41 Scarcity Appeals-KFC

22 F I G U R E Executional Frameworks Animation Slice-of-life Storytelling Testimonial Authoritative Demonstration Fantasy Informative 6-43 Animation Originally cheap method Usage has increased Enhanced graphics technology Rotoscoping Costs coming down Business-to-business use

23 F I G U R E Components of a Slice-of-Life Ad Encounter Problem Interaction Solution 6-45 Slice of Life-P&G

24 Storytelling-Subaru 6-47 Testimonials Business-to-business sector Service sector Enhance credibility Source Customers Paid actors

25 Testimonials Use of the testimonial execution by Diamond Security Authoritative Expert authority Scientific or survey evidence Independent evidence Business-to-business ads Cognitive processing Specialty print media

26 Demonstration Shows product being used Business-to-business sector Television and Internet 6-51 Fantasy Beyond reality Common themes Sex Love Romance Perfume/cologne

27 Informative Used extensively in radio Business-to-business usage Key is buying situation Level of involvement 6-53 Sources and Spokespersons Celebrities Source CEOs Experts Typical persons

28 Celebrity Spokespersons Most common Featured in 6% of ads Enhance brand equity Create emotional bonds More effective with younger consumers Athletes popular Establish brand personality 6-55 Additional Celebrity Endorsements Unpaid spokespersons High level of credibility for causes Celebrity voice-overs Quality voice Voice recognition Can be distraction Dead-person endorsements Somewhat controversial Becoming more common

29 CEOs Spokespersons Highly visible and personable Can be major asset Used by local companies Experts Expert in their field Authoritative figures Typical persons Paid actors Typical, everyday people 6-57 F I G U R E Characteristics of Effective Spokespersons Credibility Attractiveness Similarity Likability Trustworthiness Expertise

30 Credibility Source Characteristics Derived from five characteristics Acceptance of individual and message Believable Most sources do not score high in all characteristics Celebrities most likely to possess all characteristics 6-59 Attractiveness Source Characteristics Physical attractiveness Personality attractiveness

31 Similarity Source Characteristics Closely related to attractiveness Allows for identification Source has similar beliefs or attitudes Preferences or behaviors similar Aspiration similarity 6-61 Likeability Source Characteristics Consumers respond to sources they like May like role an actor plays May like an athlete because on favorite team May like source because supports favorite cause Transfer of dislike to brand being endorsed

32 Trustworthiness Source Characteristics Not all spokespersons are viewed as trustworthy Degree of confidence or acceptance Helps consumers believe message Likeability and trustworthiness related 6-63 F I G U R E Most Trusted Celebrities 1. Betty White 2. Denzel Washington 3. Sandra Bullock 4. Clint Eastwood 5. Tom Hanks 6. Harrison Ford 7. Morgan Freeman 8. Kate Middleton 9. Will Smith 10. Johnny Depp Source: Adapted from Betty White Voted America s Most Trusted Celebrity: Poll, Reuters, August 18, 2011,

33 Most Trusted Celebrities in Turkey-2017* 1. Müge Anlı 2. Metin Akpınar 3. Haluk Levent 4. Tarkan 5. Çetin Tekindor 6. Şevket Çoruh 7. Beyazıt Öztürk 8. Haluk Bilginer 9. Uğur Dündar 10. Kenan İmirzalıoğlu *According to Media Cat and Ipsos Celebrity Trust Index 6-65 Expertise Source Characteristics Higher expertise Higher credibility

34 Red Bull-Supersonic Freefall 6-67 Matching Source Types and Characteristics Celebrities Tend to score high in credibility Negative publicity Endorsement of too many products CEO Trustworthy, expertise, and some credibility Must exercise care in selection Expert Seek experts who are attractive, likable, trustworthy Valid credentials important Typical person Multiple typical persons increase credibility Real person Actor

35 International Implications Adapt to cultural differences Language and translation Adjust message strategy, appeal, execution