Advertising DesignAdvertising Design

Theoretical Theoretical

FrameworksFrameworks

More or Less White Space?More or Less White Space?

An advertiser has usually so much An advertiser has usually so much

to say to the customer, right? But to say to the customer, right? But

if he says too much, would not the if he says too much, would not the

message get lost?message get lost?

Almost every print ad. has some Almost every print ad. has some

white space (empty) in it; white space (empty) in it;

white space means absence of white space means absence of

copy in a printed text copy in a printed text

MMoorree CCoolloorrss??

But then, print ads. and for that matter product But then, print ads. and for that matter product design itself can be greatly enhanced by using design itself can be greatly enhanced by using colors more effectively!colors more effectively!

The colors can grab the interest of a customer The colors can grab the interest of a customer and even boost the company’s reputation for and even boost the company’s reputation for innovation.innovation.

The secret to effective use of color is to make The secret to effective use of color is to make sure that it matches the product and current sure that it matches the product and current market trends. Fashionable colors rise and fall! market trends. Fashionable colors rise and fall!

Designing an advertising campaign Designing an advertising campaign

Can be one of the most challenging elements of Can be one of the most challenging elements of an integrated marketing communication program an integrated marketing communication program - for an advertisement to be successful:- for an advertisement to be successful:

People need to do more than just enjoy what People need to do more than just enjoy what they seethey see

Ad should change their behaviors and attitudesAd should change their behaviors and attitudes At least, viewers should remember the good or At least, viewers should remember the good or

service being advertised so that they will recall it service being advertised so that they will recall it later later

Creative BriefCreative Brief

The Objective The Objective The Target AudienceThe Target Audience The Message ThemeThe Message Theme The SupportThe Support The ConstraintsThe Constraints

Designing an effective advertising message begins with Designing an effective advertising message begins with

understanding theunderstanding the objective of the Ad. and the target objective of the Ad. and the target audience audience

Then the advertising group agrees on the theme, which Then the advertising group agrees on the theme, which is the outline of the key ideas the commercial will conveyis the outline of the key ideas the commercial will convey

The account executive or the client must provide the The account executive or the client must provide the support and documentation for the advertising theme or support and documentation for the advertising theme or claimclaim

Finally the creative must be aware of any constraints to Finally the creative must be aware of any constraints to be included. be included.

Three Theoretical Approaches for Three Theoretical Approaches for Advertising Design Advertising Design

1.1. The Hierarchy of effects modelThe Hierarchy of effects model

2.2. Means-end theoryMeans-end theory

3.3. Visual and verbal imaging Visual and verbal imaging

The Hierarchy of Effects ModelThe Hierarchy of Effects Model

This model clarifies the objectives of an This model clarifies the objectives of an advertising campaign and for each advertising campaign and for each individual advertisement. It aids the individual advertisement. It aids the marketing team in identifying the best marketing team in identifying the best message strategy. The model suggests message strategy. The model suggests that there are six steps a consumer or that there are six steps a consumer or business buyer moves through when business buyer moves through when making a purchase. making a purchase.

1.1. Awareness Awareness

2.2. KnowledgeKnowledge

3.3. LikingLiking

4.4. PreferencePreference

5.5. ConvictionConviction

6.6. The actual purchaseThe actual purchase

These steps are sequentialThese steps are sequential Consumer spends some time at each step Consumer spends some time at each step

before moving to the nextbefore moving to the next Before a consumer develops a liking or dislike Before a consumer develops a liking or dislike

towards a product or service, he or she must towards a product or service, he or she must have sufficient knowledge of the product or have sufficient knowledge of the product or service.service.

Once the knowledge is obtained and a liking is Once the knowledge is obtained and a liking is developed, the advertiser can try to influence the developed, the advertiser can try to influence the buyer to favor a particular brand or product buyer to favor a particular brand or product

Major benefit of the hierarchy of effects Major benefit of the hierarchy of effects model is that it is one method used to model is that it is one method used to identify the typical steps consumers and identify the typical steps consumers and businesses make when making businesses make when making purchases. To promote brand loyalty all purchases. To promote brand loyalty all the six steps need to be utilized. the six steps need to be utilized.

It has similarities with other theories like the one It has similarities with other theories like the one dealing with cognitive, affective, and conative dealing with cognitive, affective, and conative elements of attitude and attitudinal changes. elements of attitude and attitudinal changes.

The affective component containing the feelings The affective component containing the feelings or emotions of a person about an object, idea, or or emotions of a person about an object, idea, or topic; the cognitive component being the topic; the cognitive component being the person’s mental images, understanding ,and person’s mental images, understanding ,and interpretations of the person, object, or issue; interpretations of the person, object, or issue; conative component being the individual’s conative component being the individual’s intentions, actions, or behavior. intentions, actions, or behavior.

Means-End TheoryMeans-End Theory

It is the basis of a model called the It is the basis of a model called the Means-End Means-End Conceptualization of Components for Conceptualization of Components for Advertising Strategy (MECCAS).Advertising Strategy (MECCAS).

The MECCAS model suggests using five The MECCAS model suggests using five elements in creating ads. elements in creating ads.

The product’s attributesThe product’s attributes Consumer benefitsConsumer benefits Leverage PointsLeverage Points Personal Value Personal Value The executional frameworkThe executional framework

LOW FAT Healthy Self Respect

Wisdom

CALCIUM Healthy Bones Comfortable Life

Wisdom

INGREDIENTS Good Taste Pleasure

Happiness

VITAMINS Enhanced Sexual ability

Excitement

Fun

Pleasure

Means-End Chain for MILK

Leverage Points Leverage Points

Both the above models are associated Both the above models are associated with leverage points. A leverage point is with leverage points. A leverage point is designed to move the consumer from designed to move the consumer from understanding a product’s benefits to understanding a product’s benefits to linking these benefits with personal values. linking these benefits with personal values. To construct a quality leverage point, the To construct a quality leverage point, the creative builds the pathway that connects creative builds the pathway that connects a product benefit with the potential buyer’s a product benefit with the potential buyer’s value system. value system.

Verbal and Visual Images Verbal and Visual Images

Most major forms of advertising have Most major forms of advertising have both visual and verbal elements, with the both visual and verbal elements, with the obvious exception of radio. A visually obvious exception of radio. A visually biased ad places the greatest emphasis biased ad places the greatest emphasis on the picture or visual elements.on the picture or visual elements.

Visual images provide:Visual images provide:

1.1. Favorable attitudes toward ads. and the brandFavorable attitudes toward ads. and the brand

2.2. Visuals are remembered more/better than the Visuals are remembered more/better than the verbal copyverbal copy

3.3. Visual images are stored in both the left and Visual images are stored in both the left and right sides of the brain; verbal messages are right sides of the brain; verbal messages are stored in the left side of the brain onlystored in the left side of the brain only

4.4. Visual images can range from concrete and Visual images can range from concrete and realistic to highly abstract realistic to highly abstract

Radio does not have a visual component; Radio does not have a visual component; radio ads can still carry visual images for radio ads can still carry visual images for the audience as one Pepsi ad manages the audience as one Pepsi ad manages to create: to create:

Listeners hearing a can being opened, Listeners hearing a can being opened, the soft drink being poured into a glass, the soft drink being poured into a glass, or about the sizzle of the carbonation or about the sizzle of the carbonation

If consumers can see the image in their If consumers can see the image in their minds, the effect is greater than an actual minds, the effect is greater than an actual visual image. visual image.

Visual EsperantoVisual Esperanto

Visual imagery is especially important in international Visual imagery is especially important in international marketing. Global advertising agencies try to create what is marketing. Global advertising agencies try to create what is called called visual esperanto, a universal language that makes visual esperanto, a universal language that makes global advertising possible for any good or service. Visual global advertising possible for any good or service. Visual images are more likely to transcend cultural images. images are more likely to transcend cultural images.

The power of a visual image could be much The power of a visual image could be much more than that of a verbal image; take the more than that of a verbal image; take the example of the word “exotic”: example of the word “exotic”:

It may mean different in various contests such It may mean different in various contests such as when used to describe teenagers in a beach, as when used to describe teenagers in a beach, people in the company of a few temple people in the company of a few temple elephants, or a couple standing in front of the elephants, or a couple standing in front of the famous TajMahal famous TajMahal

The visual image of a young child smiling The visual image of a young child smiling after eating a piece of candy would convey after eating a piece of candy would convey an almost universal language an almost universal language

Finding the appropriate image is the key for creating Finding the appropriate image is the key for creating visual esperanto. The creative looks for an image visual esperanto. The creative looks for an image that conveys the intended meaning or message. that conveys the intended meaning or message. The goal is to create a brand identity through visuals The goal is to create a brand identity through visuals rather than words. Then the creative may use words rather than words. Then the creative may use words to support the visual image. to support the visual image.

The picture of a father and son The picture of a father and son intensely watching a cricket intensely watching a cricket match could capture the match could capture the moments of a strong moments of a strong family friendship. family friendship.