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Capítulo 6 Clow y Baack
Capítulo 6 Clow y Baack
Capítulo 6 Clow y Baack
Capítulo 6 Clow y Baack
Capítulo 6 Clow y Baack
Capítulo 6 Clow y Baack
Capítulo 6 Clow y Baack
Capítulo 6 Clow y Baack
Capítulo 6 Clow y Baack
Capítulo 6 Clow y Baack
Capítulo 6 Clow y Baack
Capítulo 6 Clow y Baack
Capítulo 6 Clow y Baack
Capítulo 6 Clow y Baack
Capítulo 6 Clow y Baack
Capítulo 6 Clow y Baack
Capítulo 6 Clow y Baack
Capítulo 6 Clow y Baack
Capítulo 6 Clow y Baack
Capítulo 6 Clow y Baack
Capítulo 6 Clow y Baack
Capítulo 6 Clow y Baack
Capítulo 6 Clow y Baack
Capítulo 6 Clow y Baack
Capítulo 6 Clow y Baack
Capítulo 6 Clow y Baack
Capítulo 6 Clow y Baack
Capítulo 6 Clow y Baack
Capítulo 6 Clow y Baack
Capítulo 6 Clow y Baack
Capítulo 6 Clow y Baack
Capítulo 6 Clow y Baack
Capítulo 6 Clow y Baack
Capítulo 6 Clow y Baack
Capítulo 6 Clow y Baack
Capítulo 6 Clow y Baack
Capítulo 6 Clow y Baack
Capítulo 6 Clow y Baack
Capítulo 6 Clow y Baack
Capítulo 6 Clow y Baack
Capítulo 6 Clow y Baack
Capítulo 6 Clow y Baack
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Capítulo 6 Clow y Baack

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Del libro Publicidad, promoción y comunicación integral en marketing. de los autores Clow y Baack. Estas presentaciónes normalmente son de apoyo para el profesor, pero las comparto por si no las han …

Del libro Publicidad, promoción y comunicación integral en marketing. de los autores Clow y Baack. Estas presentaciónes normalmente son de apoyo para el profesor, pero las comparto por si no las han logrado obtener. El libro es genial.

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  • 1. 6 Chapter SixAdvertising Design Theoretical Frameworks and Types of Appeals Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 6-1
  • 2. 6 • Ecko Enterprises Urban Apparel • Ecko Enterprises – 1993 • G-Unit Clothing Company • Zoo York label • Complex Magazine • Advertising in hip hop magazinesDiscussion Slide Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 6-2
  • 3. Advertising Design:6 Theoretical Frameworks and Types of Appeals Chapter Overview • Advertising design • Hierarchy of effects model • Means-end theory • Visual and verbal imaging • Advertising appeals Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 6-3
  • 4. FIGURE 6.1Creative Brief • The objective • The target audience • The message theme • The support • The constraints Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 6-4
  • 5. Hierarchy of Effects Model CognitiveAwareness Affective Knowledge Conative Liking Preference Conviction Purchase Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 6-5
  • 6. Means-End Chain ProductAttributes Executional Framework Leverage PointConsumer Benefits Personal Value Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 6-6
  • 7. FIGURE 6.2Personal Values Comfortable life  Pleasure Equality  Salvation Excitement  Security Freedom  Self-fulfillment Fun, exciting life  Self-respect Happiness  Sense of belonging Inner peace  Social acceptance Mature love  Wisdom Personal accomplishment Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 6-7
  • 8. FIGURE 6.3Means-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 Excitement sexual ability Fun Pleasure Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 6-8
  • 9. Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 6-9
  • 10. FIGURE 6. 4B-to-B Means-End Chain for Greenfield Online Attributes Benefits Personal Values Internet Robust samples Job security Speed Quicker results Self-fulfillment Expertise Actionable Wisdom information Social acceptance Experience Reliability Job security Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 6-10
  • 11. Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 6-11
  • 12. Verbal and Visual Elements• Balance• Visual processing • Easier to recall • Stored both as pictures and words • Concrete vs. abstract• Radio visual imagery• Visual esperanto• B-to-B advertisements Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 6-12
  • 13. Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 6-13
  • 14. F I G U R E 6. 5Types of Appeals • Fear • Humor • Sex • Music • Rationality • Emotions • Scarcity Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 6-14
  • 15. FIGURE 6.6Behavioral Response Model Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 6-15
  • 16. Fear Appeal A television advertisement by the Connecticut Department of Health using a fear appeal.Click picture to play video Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 6-16
  • 17. Fear AppealWhat level of fearis appropriate? Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 6-17
  • 18. Humor Appeal • Used in 30% of all ads. • Should be related directly to customer benefit. Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 6-18
  • 19. F I G U R E 6. 7Reasons for Using Humor in Ads • Captures attention • Holds attention • Often wins creative awards • High recall scores • Consumers enjoy funny ads • Evaluated as likeable ads Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 6-19
  • 20. F I G U R E 6. 8Sexuality Approaches • Subliminal techniques • Sensuality • Sexual suggestiveness • Nudity or partial nudity • Overt sexuality Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 6-20
  • 21. Sex Appeal• Breaks through clutter• Use has increased• Not as effective as in the past• Advertisers shifting to more subtle sexual cues. Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 6-21
  • 22. Sex AppealSubliminal Approaches• Sex cues or icons placed in ads• Goal is to affect subconscious• Not effective• Ad clutter requires stronger ads to get attention Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 6-22
  • 23. Sex Appeal Sensuality• Women respond to sensuality approach• Viewed as more sophisticated• Relies on imagination • Requires greater mental processing• Can be more enticing than raw sexuality Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 6-23
  • 24. This Finnish ad,promoting tourism toHelsinki, stays awayfrom overt sexuality.Instead, it focuses on amore sensual approach. Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 6-24
  • 25. Sex AppealSexual Suggestiveness • Suggests sexual themes or nudity • Clairol “Yes, yes, yes” campaign • Gay and lesbian themes • Encourages use of imagination • Requires greater mental processing Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 6-25
  • 26. Sex AppealNudity or Partial Nudity • Used for wide variety of products • Attract attention • Not always designed to solicit sexual response • Underwear commercials • Decorative models Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 6-26
  • 27. FIGURE 6.9Factors 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. Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 6-27
  • 28. Sex Appeal Overt Sexuality• Acceptable for sexually-oriented products• Used to break through ad clutter• Often used for a shock effect• Danger of being offensive Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 6-28
  • 29. Are Sex Appeals Effective?Research Results: Sex and nudity do increase attention. Rated as being more interesting. Often leads to strong feelings about the ad. Brand recall is lower. Often interferes with message comprehension. May impact feelings toward the brand Shift in attitude towards over timeLiberal (Okay) Conservative (Not Okay) Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 6-29
  • 30. Sex Appeals in International Advertising • Varies across countries • Determined by religions, culture, and value systems • Moslem countries • Middle eastern countries • European countries • France • United States • Chile Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 6-30
  • 31. Disadvantages of Sex Appeals • Less influence today • Reduces brand recall • Affects comprehension • Creates dissatisfaction with one’s body • Females • Males • Stereotyping of females Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 6-31
  • 32. Music Appeals • Has intrusive value. • Gains attention and increases the retention of visual information. • Can increase persuasiveness of an advertisement.Design Questions: • What role will music play? • Will a familiar song be used or new song created? • What emotional feeling should song solicit? • How does the music fit with the message of the ad? Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 6-32
  • 33. Music AppealThe TV advertisementfor Matt’s uses amusical appeal with ajingle writtenspecifically for the ad. Click here to play video. Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 6-33
  • 34. 10 Songs Most Likely to Get Stuck in Your Head 1) “Chili’s (Baby Back Ribs)” 2) “Who Let the Dogs Out?” 3) “We Will Rock You” 4) “Gimme a Break,” Kit Kat bar jingle 5) Theme from “Mission Impossible” 6) “YMCA” 7) “Whoomp! There It Is” 8) “The Lion Sleeps Tonight” 9) “It’s a Small World After All” 10) “Macarena (Bayside Boys Mix)”“10 Songs Most Likely to Get Stuck in Your Head,” Advertising Age, Vol. 75, No. 21(December 20, 2004), p. 12. Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 6-34
  • 35. Rational Appeals• Based on hierarchy of effects model.• Print media is well suited for rational appeals.• Used by business-to-business advertisers.• Well suited for complex and high involvement products. Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 6-35
  • 36. Emotional Appeals• Based on three ideas: • Consumers ignore most ads. • Rational ads go unnoticed. • Emotional ads can capture attention.• Creatives believe emotional appeals are the key to developing brand loyalty.• Effie Awards – humor and emotions• B-to-B advertisements using more emotional appeals.• Works well when tied with other appeals. Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 6-36
  • 37. FIGURE 6 . 12Emotions Used in Advertisements Trust Reliability Friendship Happiness Security Glamour/luxury Serenity Anger Protecting loved ones Romance Passion Family Bonds Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 6-37
  • 38. EmotionalAppealThis ad byiparty.com isdesigned to invokeemotional feelings. Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 6-38
  • 39. Scarcity Appeals• Based on limited supply.• Based on limited time to purchase.• Often tied with promotion tools such as contests, sweepstakes, and coupons.• Encourages customers to take action. Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 6-39
  • 40. Scarcity Appeals An ad by Diamond Security using a scarcity appeal.Click picture to play video Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 6-40
  • 41. Super Bowl• Best Ads • 76% used humor Appeals • 67% used emotions • 5% used rational• Worst Ads • 26% used humor • 33% used humor • 94.9% used rational Festive Occasion Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 6-41
  • 42. Structure of an Advertisement • Headline • Subheadline • Promise of a benefit • Amplification • Proof of claim • Action to take Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 6-42

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