Session 7 - Ad design I

Question 1

Why is it important for marketers to create effective ads?

Answer 1

=> creates awareness for your content

=> adds credibility to your message

=> better cost-effectiveness ratio

Question 2

Hierarchy of Effects model steps (how customers reach a purchase decision)

Answer 2

=> Cognitive:

1. Awareness
2. Knowledge

=> Affective:

3. Liking
4. Preference
5. Conviction

=> Conative:

6. Purchase

Question 3

Pro & Cons of HoE model

Answer 3

=> Pros:

• typical steps in purchasing
• highlights ad objectives
• links objectives to attitude formation process

=> Cons:

• assumes consumers only purchase when they have preference/conviction (what about discounts?!)
• consumers do not always follow the process

Question 4

Means-end theory (feature -> benefit -> value)

Answer 4

=> Product attributes

=> Consumer benefits

=> Leverage point

• helps to move from benefit to value (connection)
• can be visual, textual (headline, tagline), or a copy in the ad
• associated with some component of attitude change
• needs to be powerful

=> Tagline
- key phrases (memorable, unique, consistent, across ads, special meaning about brand, identify consumers with brands)

=> Executional framework
- cf. Session 10

=> Personal value

Question 5

Visual or verbal elements?

Answer 5

=> looking for a balance between verbal and visual
- difficult!

=> trend towards visual!

• easier stored
• no effort
• concrete