X509212 Integrated Marketing Week4 Ad Design1

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X509212 Integrated Marketing Week4 Ad Design1

  1. 1. Advertising Design Part 1<br />X50.9212 Integrated Marketing – Week 4<br />
  2. 2. Memorable Advertising<br />What are some of the most memorable ads that you can recall? <br />What made it so memorable? <br />Do you recall what their product/service was? <br />
  3. 3. Memorable Advertising<br /><ul><li>Just do it
  4. 4. The pause that refreshes
  5. 5. A diamond is forever
  6. 6. Keeps going and going…
  7. 7. Where’s the beef?
  8. 8. Mikey likes it!
  9. 9. Good to the last drop
  10. 10. Have it your way</li></ul>Ad Age.com - TOP 100 ADVERTISING CAMPAIGNS http://adage.com/century/campaigns.html<br />
  11. 11. Agenda<br />Advertising theories<br />Attitudes and values impact<br />Visual and verbal elements<br />Influential factors<br />Structure of ads<br />
  12. 12. Advertising Theory<br />Hierarchy of Effects<br />Means-End Chain/Leverage Point<br />Visual and Verbal Inclusion<br />
  13. 13. Hierarchy of Effects<br />Six sequential steps when making a purchase<br />Awareness<br />Knowledge<br />Liking<br />Preference<br />Conviction<br />Actual purchase<br />Is this ALWAYS the way? <br />
  14. 14. Means-End Theory<br />Message/means leads to an end goal/state<br />Comfortable life, fun, happiness, peace, pleasure, security, etc. <br />Using leverage points<br />ADT 24 Hour Monitoring &gt; ??? &gt; ???<br />Coach Label &gt; ??? &gt; ???<br />
  15. 15. Verbal and Visual Images<br />Verbal/Written &gt; COPY<br />Visual &gt; IMAGES<br />More easily remembered<br />
  16. 16. Advertising Appeals<br />Fear<br />Humor<br />Sex<br />Music<br />Rationality<br />Emotions<br />Scarcity<br />EXAMPLES???<br />
  17. 17. Structure of an Ad<br />Promise of a benefit (header)<br />Description of a promise (sub-header)<br />Amplification<br />Proof of claim<br />Action to take<br />
  18. 18. Advertising Design Part 1<br />X50.9212 Integrated Marketing – Week 4<br />

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