Deck 6: Advertising Design: Theoretical Frameworks and Types of Appeals

Question 1

Access an online database search engine through your library. Pick one of the appeals listed in the chapter. Find at least three different articles that discuss the appeal. Write a report based on your findings.

Answer 1

NO Answer

Question 2

Name the different ways music can play a role in an advertisement. Explain how each role should match Individual appeals, media, and other elements in the design of the ad.

Answer 2

Music draws attention to the advertisement due to its intrinsic intrusive nature. Over a period of time, it assists the recall of an advertisement. As soon as the viewer hears a tune; the person immediately associates it with the particular brand.
Music increases the retention of information when the tune is very closely associated with a particular product or brand. Even if the basic message may be lost, the visual and emotional aspects of the advertisement are easily recalled. This is because music is often stored in the long term recall areas of the brain. A person can easily recall some tune which he had heard during his childhood.
Music plays different roles in different advertisements. It could be the primary theme in the advertisement. When this is the case, normally a jingle or music is written specifically for the advertisement.

Question 3

In a means-end chain, what are the means The ends How do they affect advertising design

Answer 3

The Means-End Theory links the means or the advertising message that leads the customer to the end-state. The ends are the various human values that are satisfied or achieved as a result of the message.
It forms the basis of the Means-End Conceptualization of Components for Advertising Strategy (MECCAS) model. This model suggests six elements in creating advertisements. These are:
1) The products attributes
2) Consumer benefits
3) Leverage points
4) Taglines
5) Personal values
6) The executional framework
The MECCAS moves consumers through the six elements. Knowledge of the attributes is linked to the benefits that the consumer can enjoy. The leverage point is the linking of the benefits to the values. It shows the link.
In business-to-business advertising the personal values can be substituted by organizational values and goals.

Question 4

What are the advantages and disadvantages of rational appeals Which media do they best match

Question 5

Hardee's and Carl's Jr. recently used a television commercial featuring a schoolteacher dancing on top of her desk while a room full of guys performed a rap song entitled "I Like Flat Buns." The song seemed appropriate because the ad was for the Patty Melt on a flat bun. Instead, the ad received considerable flack because the sexy blonde schoolteacher was wearing a short, tight skirt. Teachers' associations complained that it was inappropriate because it was a "sexually exploitive assault" on teachers, students, and schools.43 Do youagree or disagree

Question 6

How can emotions accentuate advertisements Why are they being used more often in business-to-business advertisements

Question 7

It is a safe bet to guess that the majority of people over 40 years old have not heard of Marc Ecko or Ecko Enterprises. He was born as Marc Milecofsky and grew up south of New York City in Lakewood, New Jersey. His parents were real estate agents. Ecko has two sisters, one of whom is his twin, Marci. The name Ecko is the result of a family story. When Ecko's mother was pregnant with Marci, the doctor informed her of an "echo" on an ultrasound, which turned out to be Marc.
The world of hip hop belongs to a new generation, one with its own unique form of clothing, known to many as "urban apparel." Ecko Enterprises was formed in 1993 when three friends began creating T-shirt fashions using cans of spray paint. By 2004, the company reported sales of nearly $1 billion. Items from Ecko Enterprises and the Ecko Unlimited brand are sold in more than 5,000 department and specialty stores domestically and in over 45 countries internationally. There are now 30 Ecko Unlimited full-price company annex stores, 16 of which are located outside of the United States. The Ecko Unlimited clothing line often features the stark silhouette of a rhinoceros on T-shirts, baggy jeans, and other products.
Ecko's company competes with firms that rely on the "cred" (credibility) that comes from being a performer, such as the Sean John line featuring P. Diddy, Rocawear from Jay-Z and Damon Dash, and Phat Fashions offered by Russell Simmons. Marc Ecko, in contrast, is simply a fan of the music who grew up living in suburban neighborhoods. Although he is sometimes described as a "former graffiti artist," the reality is that his company was formed while he was studying at Rutgers University to become a pharmacist.
A variety of products are featured through Ecko Unlimited, Marc Ecko Formalwear, and Eckored Kids, including outerwear, footwear, watches, eyewear, underwear, belts, bags, hats, small leather goods, and formal wear. The Marc Ecko Cut Sew brand is a contemporary menswear line consisting of casual and dress separates designed to blend street-inspired edginess with more sophisticated designs and fabrics. Cut Sew offers semi-tailored separates, sweaters, urban spa-inspired active wear, woven shirts, and premium denim.
A newer brand, the G-Unit Clothing Company, is an independent venture operated by Ecko and multiplatinum-selling artist 50 Cent. The G-Unit line includes items for men, women, boys, and girls. It features denim, T-shirts, fleece, outerwear, hats, and sportswear. Also, Marc Ecko Enterprises formed an exclusive U.S. and Canadian licensing agreement with Avirex Ltd. to introduce a sportswear collection. The line carries a full collection of apparel, including fashion denim, tees, knits, and outerwear. Other licensing agreements have been formed with Geoffrey Allen, Skechers, Paul D'Avril, Inc., Kid Headquarters, and Viva International.
The company also offers skateboards and skater-influenced clothing and accessories through the Zoo York label. The brand was launched in 1993 and is now part of the MEE line, which is the East Coast's largest action sports company. Ecko also publishes Complex Magazine , a bimonthly urban lifestyle publication with a circulation of 325,000. Another new venture is Contents Under Pressure, a game developed in partnership with Atari, Inc. The game features stories and characters in a futuristic universe in which graffiti plays a key role.

Ecko Enterprises began by selling its unique form of clothing, known as "urban apparel".
Urban apparel can be viewed as a form of "lifestyle merchandising." Ecko was able to translate his own enthusiasm for hip hop into something new and different in the fashion world. By placing ads in hip-hop magazines such as The Source and Vibe , the Ecko rhino grew based on relationships with a wide range of maverick recording artists, including Talib Kweli and the Beatnuts. Although many retailers feared the urban look, Federated Department Stores, the owner of Macy's and Bloomingdale's, became an enthusiastic seller of Ecko Unlimited.
Russell Simmons, founder of Phat Fashions and the godfather of hip-hop culture, was quoted as saying, "Marc is a very, very creative designer. He's got more edge than most." Simmons describes Ecko's line as having an "alternative" quality or a "more suburban edge." In other words, the Ecko brands were able to gain market among the hip-hop audience. The next issue becomes, as the hiphop generation ages and new fads and fashions emerge, will Ecko Enterprises be able to continue to grow and succeed 44
Which of the models presented in this chapter best explains a consumer's purchase of a fashion product created by Ecko Enterprises Explain.
Examine Ecko Enterprises' Web site at www.marceckoenterprises.com. Pick one of the brands and develop a means- end chain that could be used by a creative to develop an advertising campaign.
Of the seven advertising appeals, which would work best for Ecko Enterprises' products Why Would combinations of appeals be useful for this company If so, which ones
Pick one of the appeals discussed in the chapter and one of the brands sold by Ecko Enterprises and then develop a print advertisement. Describe your target audience in terms of demographics and psychographics.

Question 8

What is a leverage point How are leverage points related to the hierarchy of effects model, attitudinal changes, and means-end chains

Question 9

What is scarcity How do scarcity ads lead to buyer action

Question 10

Develop a means-end chain similar to the one in Figure 6.3 for each of the following branded products:
a. Benetton clothes
b. Stetson cologne
c. New Balance shoes
d. Oscar Mayer deli meats

Question 11

Using magazines that you normally read, locate at least one print ad for each of the appeals, except music. Discuss the quality of each advertisement and its best and worst aspects. For each ad, present another possible Appeal and how it could be used. What personal values and customer benefits does each advertisement present

Question 12

Greenfield Online is one of the leading online research firms. Access the Web site at www.greenfield central.com. What types of products does the company offer How would this information help a creative in developing an advertisement for Greenfield Online How would this information assist an advertising agency in understanding the target audience for an advertisement

Question 13

What is a tagline

Question 14

What are the five main elements of a creative brief How do they affect the choice of advertising appeals

Question 15

Locate five television commercials or find five print advertisements that use sex appeals. Identify which of the five ways sexuality was used. Evaluate each ad in terms of the appropriateness and effectiveness of the sex appeal.

Question 16

Creative Corner
It is time to try your creativity with a television advertisement. Borrow a camcorder and develop a 30- or 45-second television spot for one of the following products, using the suggested appeal. Be sure to develop a means-end chain prior to creating the advertisement. If you do not have access to a camcorder, then develop a magazine ad.
a. Denim skirt, sex appeal
b. Tennis racket, humor appeal
c. Ice cream, emotional appeal
d. Vitamins, fear appeal
e. Golf club, rational appeal
f. Spring break trip package, scarcity appeal
g. Restaurant, music appeal

Question 17

Why are visual elements in advertisement important What is the relationship between visual and verbal elements Can there be one without the other

Question 18

Lighting Up Kindle
The world of book publishing and book reading is currently undergoing radical changes that are largely being driven by new technologies. Authors who previously found themselves shut out of traditional publishing can now use the Internet to distribute their books on topics ranging from self-help to political ideology.
After the initial wave of e-book releases, including one by well-known author Stephen King, changes in consumer book-purchasing patterns slowed. Noted New York literary agent Peter Rubie believed that the secret was mobility. He stated that "as soon as someone can carry an e-book to the beach without needing a laptop, the industry is going to change."
That day may have arrived. In late 2007, Jeff Bezos, the founder and CEO of Amazon.com, announced the release of a revolutionary new product-the Kindle. The Kindle is a wireless, portable reading device that offers instant access to more than 90,000 books, blogs, magazines, and newspapers. The technology behind the Kindle is the same as that contained in cell phones, which means that users do not need to find a wi-fi hotspot to use it. The Kindle weighs 10.3 ounces and can carry 200 books at any time. Readers can download books, magazines, blogs, and newspapers from any location.
The device offered a variety of new features. For example, if a person does not know the meaning of a word in a text, the word can be highlighted and then found in an instant dictionary. Links to other sources, such as Wikipedia, are also available.
The great benefit of Kindle to authors is that their books remain available in perpetuity. No longer will a book go "out of print." Each book download costs the reader about $10.00, and the author receives a royalty, just as in the past. For some authors, an additional benefit is the ability to revise a book over time, because the entire content is digital rather than print.
The Kindle debuted with some buzz, despite its hefty price tag ($400). Bezos appeared on Charlie Rose, and several newspaper and magazine articles about the product created some publicity. The company will need to build on that early momentum, because it clearly did not generate the same kind of interest as the MP3 player or the iPhone. Further, competition soon became available in the form of the Sony Portable Reading System.
Author Kevin Maney summarized the Kindle this way: "It's too early to tell whether this is the book's future. The Kindle isn't even set up to do all that just yet. But it is the first e-book reader built to be wirelessly connected to the Internet at all times. It's the first system that shows that living, connected books-some combination of traditional books and Wikipedia-are possible. And, in fact, that's the first reason to think that e-books could evolve into something other than paper books." Consumers will undoubtedly decide the rest.45

Portable readers can download books, magazines, blogs, and newspapers from any location.
1. As an advertising executive who is working with a creative, which advertising theory do you think best fits the release and subsequent advertising for Kindle
2. What should be the leverage point in a commercial for Kindle
3. What type of advertising appeal, or sets of appeals, should be used in promoting Kindle
4. What should be the headline of a Kindle ad Why
5. Design a print ad promoting Kindle. Identify which appeal you used and explain why you chose it.

Question 19

For each of the following products and target markets, discuss which appeal you think would be the best. Explain why you think it would be effective. Briefly describe a print or television ad that you think would be effective.
a. Senior citizens-soup
b. Females, ages 25-40, with children-hot dogs
c. College students-jeans
d. Males, ages 25-40, married with children-life insurance

Question 20

Evaluate the balance of visual and verbal elements of five advertisements shown in this chapter. Which is predominant Which images are considered appropriate for international advertising because they display visual Esperanto characteristics

Question 21

What is visual Esperanto

Question 22

Examine Figure 6.3 and then access the following Web sites for the milk industry. What differences do you see in the Web sites Who do you believe is the intended audience for each Web site
a. www.gotmilk.com
b. www.whymilk.com
c. www.bodybymilk.com

Question 23

What are the seven most common types of advertising appeals

Question 24

What are the six stages of the hierarchy of effects model Do they always occur in that order Why or why not

Question 25

What are the advantages and disadvantages of fear appeals in advertising

Question 26

Watch one of your favorite television shows. Record all of the television commercials in one commercial break (at least seven ads). Identify the appeal used in each one. Were the ads effective Why or why not

Question 27

When does humor work in an ad What pitfalls should companies avoid in using humorous appeals

Question 28

Visit the following Web sites. Identify which type of appeal each site uses. Evaluate the quality of that appeal. What other appeals can be used to make the site more appealing Discuss the balance of visual and verbal elements on the Web site and ad.
a. Service Metrics (www.servicemetrics.com)
b. Hyundai Motors, USA (www.hyundaiusa.com)
c. Skechers (www.skechers.com)
d. Bijan Fragrances (www.bijan.com)
e. Guess (www.guess.com)
f. Oscar Mayer (www.oscarmayer.com)
g. Liz Claiborne (www.lizclaiborne.com)

Question 29

What types of sexual appeals can advertisers use

Question 30

How are the three components of attitude related to the hierarchy of effects model

Question 31

When are sexual appeals most likely to succeed To fail

Question 32

Locate a print ad or television ad that features a fear appeal. Using the behavioral response model shown in this chapter, identify various elements in the ad that correspond with the components in the model. Some of the elements will require thinking beyond what is visually or verbally present in the ad itself.

Question 33

What should international advertisers consider when thinking about using sexual appeals