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Advertising Design Theoretical Frameworks and Types of Appeal

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					    Advertising Design
Theoretical Frameworks and
     Types of Appeal
    Chapter 7 with Duane Weaver
                 OUTLINE
n   Silence is Golden
n   Creative Brief
n   Advertising Theory
n   Types of Advertising Appeals
        SILENCE IS GOLDEN
n   Using white space in Print
n   Using white space in Radio
n   Using white space in TV
       Creative Brief - revisited
n   Objectives
n   Target Audience
n   Message Theme
n   Support
n   Constraints
                    Advertising Theory
n         Hierarchy of Effects Model
     n       Six steps of persuasion:
            1.   Awareness
            2.   Knowledge
            3.   Liking
            4.   Preference
            5.   Conviction
            6.   Purchase
1.        Means-End Theory
     1.      MECCAS = means end conceptualization of Components for
             Advertising Strategy
            1.   Products Attributes
            2.   Consumer Benefits
            3.   Leverage Points
            4.   Personal Values
            5.   Executional Framework
              Advertising Theory
n   Verbal vs. Visual Element of an Ad
    n   Verbal = greater emphasis on words – central
        ELM route
    n   Visual = stored both as pics and words in
        brain…this dual processing increases recall
     Types of Advertising Appeals
n   Fear
n   Humour
n   Sex
n   Music
n   Rationality
n   Emotions
n   Scarcity

Examples from memory? Write one down.
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posted:4/27/2014
language:English
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