Theoretical Approaches to Advertising Design

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From the course by IE Business School

Integrated Marketing Communications: Advertising, Public Relations, Digital Marketing and more

379 ratings

IE Business School

Integrated Marketing Communications: Advertising, Public Relations, Digital Marketing and more

379 ratings

Course 4 of 5 in the Specialization Marketing Mix Implementation

Just how familiar are you with a marketing communication campaign? Learn more about this key pillar in the marketing mix and use it to give the push your product or service needs. Through this course you will understand the most important issues when planning and evaluating marketing communications strategies and executions. You'll be able to combine the appropriate theories and models with practical information to make better marketing communications decisions. After completing this course you'll be able to use integrated marketing communications (IMC) in the process of creating valuable brands and winning your consumers. IE Business School professor Eda Sayin will guide you through the process with the help of expert interviews from international marketing firms and will provide interesting real-life examples. After this course you will be equipped with the knowledge to ensure that you make the correct decision when it comes to communications and the placement of advertising and digital marketing.

From the lesson

Advertising Management & Design

After this module, you will be able to put into practice the theoretical approaches to advertisement design. You will be able to learn about possible message strategies, advertising appeals and executional frameworks through a lot of examples. Additionally, you will see professionals’ points of view on the creative process.

Theoretical Approaches to Advertising Design3:57

Message Strategies I - Cognitive6:20

Message Strategies II – Affective & Conative3:06

Meet the Instructors

Eda Sayin
Professor
Marketing

[MUSIC]

Welcome to the third module.

In this module we will learn about advertising management and design.

We will start with a useful framework that helps

us understand the relationship between consumers and advertising messages.

It is called means-end conceptualization of components for

advertising strategy, shortly, MECCAS.

This model suggests that an effective advertisement should contain a message or

means that lead consumers to a desired end state at personal value.

In other words, the model assumes that consumers see the brand and

its attributes as the means to achieve a personal value or goal.

It links product attributes to more functional and

psycho-social benefits obtained from using the product.

And consequently,

reach to the high level personal values that such benefits reinforce.

This model suggests that an advertisement should contain a message

that helps consumers believe that consuming the product will help them

achieve their person value.

Of course this value should be a relevant one for the target audience.

The MECCAS model suggests that in designing ads it's important to remember that

people have values and much of their consumption behavior is motivated

by a desire to fulfill these values.

These values could be anything from freedom, to accomplishment, wisdom,

self-esteem, and so on.

It's important to identify a personal value that is meaningful

for our target audience.

Then the advertisement should be designed in a creative way to demonstrate and

emphasize the means-end

chain that leads to this personal value using leverage points.

Leverage point refers to a feature in an advertisement that leads the viewer

to relate a product's benefit to a personal value.

It could be either the tagline, headline, or executional framework

of the advertisement that is designed first to catch the viewers attention,

and then to link the product attributes and benefits with the personal values.

For example, remember the "Got Milk" advertising campaign?

The aim of this campaign is to increase milk consumption.

In order to understand the means-end

chain, we ask the same question, why, repetitively.

Why should we all consume milk?

The value chain begins with a product attribute.

We should consume milk because it provides us calcium.

Then why is it important that milk provides us calcium?

The functional consequence of having calcium

is to have healthier bones and muscles.

Then we ask why, again.

Why is it important to have healthier bones and muscles?

So that we can stay active, look great,

have enough energy to have a busy life, feel happy with ourselves.

So I hope you see the link between the product attribute of providing calcium and

the personal value of feeling good about ourselves due to the active

lifestyle we may have with the help of the calcium we get from milk.

On the screen we see two examples of Got Milk campaign.

There are many different versions of these ads on Internet.

Please just search online to see more examples.

In the next lecture, we will talk about different message strategies that can be

used in advertising design.

[MUSIC]

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