Advertising Design Theoretcial frameworks-Chp 7.ppt
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This document outlines different theoretical frameworks and types of advertising appeals discussed in Chapter 7. It covers the use of white space in different media, components of an effective creative brief, models of the persuasion process like the hierarchy of effects and means-end theory, the verbal and visual elements of ads and their impact, and different types of advertising appeals like fear, humor, sex, music, rationality, and emotions. Examples of ads using these appeals are requested.
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Advertising is defined as any paid nonpersonal communication about an organization, product, service, or idea by an identified sponsor. Advertising provides benefits such as being a cost-effective way to reach large audiences, building brand equity, and stimulating demand. Advertising theories include practice-based theories focusing on unique selling propositions and reason why approaches as well as information processing theories examining how consumers receive and process advertising messages. Media planning involves determining reach, frequency, weight, and effective reach to allocate advertising budgets across different media vehicles in order to achieve marketing objectives.
Chapter 6 advertising-design-theoretical-frameworks- additional
Chapter 6 advertising-design-theoretical-frameworks- additionalProf.(Dr.) Hong K. D.Litt, D.Sc., PhD.ក្រោយបណ្ឌិត
This document discusses various theoretical frameworks and types of advertising appeals. It covers the hierarchy of effects model, which outlines six steps consumers move through when making a purchase. It also discusses the means-end chain model, which suggests ads should link a product's attributes to consumer benefits and personal values. Additionally, it examines the use of visual and verbal images in ads, noting images tend to be better remembered. The document then analyzes seven common advertising appeal types: fear, humor, sex, music, rationality, emotions, and scarcity.12th Cairo Mmarketing Club (Crafting Marketing Message) by Dr.Mohamed Saad
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*#Mahmoud_Bahgat*
*#Marketing_Club*
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Advertising is defined as any paid nonpersonal communication about an organization, product, service, or idea by an identified sponsor. Advertising provides benefits such as being a cost-effective way to reach large audiences, building brand equity, and stimulating demand. Advertising theories include practice-based theories focusing on unique selling propositions and reason why approaches as well as information processing theories examining how consumers receive and process advertising messages. Media planning involves determining reach, frequency, weight, and effective reach to allocate advertising budgets across different media vehicles in order to achieve marketing objectives.
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This document discusses various theoretical frameworks and types of advertising appeals. It covers the hierarchy of effects model, which outlines six steps consumers move through when making a purchase. It also discusses the means-end chain model, which suggests ads should link a product's attributes to consumer benefits and personal values. Additionally, it examines the use of visual and verbal images in ads, noting images tend to be better remembered. The document then analyzes seven common advertising appeal types: fear, humor, sex, music, rationality, emotions, and scarcity.12th Cairo Mmarketing Club (Crafting Marketing Message) by Dr.Mohamed Saad
12th Cairo Marketing Club (Crafting Marketing Message) by Dr.Mohamed Saad
*#Mahmoud_Bahgat*
*#Marketing_Club*
للاشتراك في نادي التسويق بالشرق الاوسط
*If you are a Marketer now*
To Join our whatsapp &Monthly Meeting in Middle East Cities
Send me ur data on Whatsap
00966569654916
*Fill ur data here as speaker or member*
https://lnkd.in/efkTE7T
Join now
*Marketing Club Facebook Page*
https://lnkd.in/gm4c4hD
*Marketing Club Facebook Group*
https://lnkd.in/gX-5au5
*Egyptian Pharmacists Society Facebook Page*
https://lnkd.in/fucnv_5
•••••••••••••••••••••••••••••
*#Mahmoud_Bahgat*
00966568654916
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*#Legendary_ADLAND*
Complete Marketing Solutions
*www.LegendaryADLAND.com*
•••••••••••••••••••••••••••••
للحصول على اقامة او شركة في اوروبا
*#Legendary_Europe*
Europe Companies & Residency
*www.LegendaryEurope.info*
•••••••••••••••••••••••••••••
*Contact Bahgat*
M.Bahgat@TheLegendary.Info
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The document discusses the creative process for advertising. It involves five stages: immersion, digestion, incubation, illumination, and verification. Creative strategy determines the advertising message, while creative tactics determine how the message is executed. The creative plan specifies message elements for copywriting, including the basic problem, target audience, major selling idea, and supporting information. Different media like newspapers, magazines, radio, and television require adapting the message elements in different ways suited to each format.
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1) All media messages are constructed for a purpose, not always truthfully.
2) Media uses creative techniques like colors, logos, and slogans to attract attention.
3) People can interpret the same media message differently based on their background.
4) Media reflects certain values and viewpoints while omitting others through stereotypes.
5) Most media is organized to gain profit or power, not necessarily help the audience.
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This document discusses key elements of message design for advertisements. It explains that the advertisement should interest the audience, provide new or supporting information, and influence their attitudes favorably. The message consists of an idea that highlights the product's uniqueness to capture consumers' minds. Key elements of message design include positioning, marketing objectives, communication approach, message presentation, and structure. Good message structure draws conclusions, uses repetition, considers one-sided versus two-sided communication, and determines the order of arguments.
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