ADVERTISING:

Theories, Concepts and Frameworks

Unique Selling Proposition
(USP)
The factor or consideration presented
by a seller as the reason that one
product or service is different from and
better than that of the competition.
Emotion Selling Proposition
(ESP)

ESP are your products / services /

companies emotional levers that
helps the prospects to buy.
Advertising’s role therefor became
more focused on developing brand
values that were based on emotion
imagery
Emotion Selling Proposition
(ESP)

> ESP approach to communication

builds brand awareness, desire and
aspirational involvement.
> Emotional claims and responses
are far more difficult to copy.
> They are “beneath the surface”
triggers to create emotion.
Emotion Selling Proposition
(ESP)

Product and services that makes the

prospects feel…
1. Important
2. Attractive
3. Safe
4. Etc…etc….
 AWARENESS
Much of advertising activity is directed towards
getting the attention the target audience.

The goal is to get the undivided attention of the

audience, to create awareness.

Awareness needs to be created, developed, refine, or

sustained, according to the characteristics of the
market, and the particular situation.
 PERCEPTION
Perception is concerned with how individuals see and
make sense of their view of the world.

In advertising, is the way individuals perceive

advertising stimuli shapes the meaning they attribute
to the message.

There is an interpretation of the stimuli that is

influenced by attitudes, values, motives, and past
experiences.
 PERCEPTION
Three (3) stages:
1. Selection
2. Organization
3. Interpretation
 PERCEPTION

Three (3) stages:

1. Selection:
Brain selects from among all the
information your senses have
gathered.
 PERCEPTION

Three (3) stage

2. Organization:
Brain has to organize that selection
 Figure-ground-
 Grouping
 Closure
 Contour
 PERCEPTION

Three (3) stage

2. Organization:
Brain has to organize that selection
 Figure-ground: recognizing objects
with vision. Tendency of the
visiual system to simplify a scene
into the main object.
 PERCEPTION

Three (3) stage

2. Organization:
Brain has to organize that selection
 Grouping: Objects that are close to
one another tend to be grouped
together and a pattern develops.
 PERCEPTION

Three (3) stage

2. Organization:
Brain has to organize that selection
 Closure: when information is
incomplete, individuals make sense
by filling in the gaps.
 PERCEPTION

Three (3) stage

2. Organization:
Brain has to organize that selection
 Contour: Contours gives objects
shape. Important element in
package design.
 PERCEPTION

Three (3) stage

3. Interpretation:
Interpretation is the process by which
individuals give meaning to a stimuli
(after organizing).
ADVERTISING: MODELS &
CONCEPTS

1. Sequential Model
2. Eclectic Model
ADVERTISING: MODELS & CONCEPTS

1. Sequential Model:
AIDA Model
 Attention / Awareness
 Interest
 Desire
 Action
ADVERTISING: MODELS & CONCEPTS

1. Sequential Model:
AIDA Model
 Attention / Awareness: Grab
the pospects attention
ADVERTISING: MODELS & CONCEPTS

1. Sequential Model:
AIDA Model
 Interest: Find out the needs of
the prospects. Take time to
know exactly what are the
needs of the prospects.
ADVERTISING: MODELS & CONCEPTS

1. Sequential Model:
AIDA Model
 Desire: Desire makes the
prospects want your products /
services. (ex.: product value,
focus on the benefits, urgency /
limits, testimonials.
ADVERTISING: MODELS & CONCEPTS

1. Sequential Model:
AIDA Model
 Action: Prospects are lead to
take action to purchase the
products or services by asking
questions like “would you like
the red or the blue color?”,
“Cash or Credit?”, delivery home
or office?.
ADVERTISING: MODELS & CONCEPTS

2. Eclectic Model
 The Persuasive Model or ‘go to’
model.
 The Involvement or play model
 The Sailence or talked-about
model.
 The Sales Promotion or do
model
ADVERTISING: MODELS & CONCEPTS

2. Eclectic Model
 The Persuasive Model or ‘go
to’ model. Analog: Brands
work harder for you, USP’s,
this is the reason why this
brand is different. Digital:
People are encourage to
explore, ‘go to’.
ADVERTISING: MODELS & CONCEPTS

2. Eclectic Model
 The Involvement or Play
Model. Analog: Enganging
audience emotionally. Brands
means more to you. Digital:
People to play and create
content blogs, wiki, videos
and social networking.
ADVERTISING: MODELS & CONCEPTS

2. Eclectic Model
 The Sailence or talked-about
Model. Analog: Please think
about the brand. The
message stands out. Digital:
Sharing messages about a
brand virally, getting the
brand talked about.
ADVERTISING: MODELS & CONCEPTS

2. Eclectic Model
 The Sales Promotion or Do
Model. Analog: Advertising is
aimed at generating sales.
Oriented to direct-response,
act now. Digital: Transaction.
USING ADVERTISING STRATEGICALLY

FCB Grid: Developed by Vaugn (1980)

The Grid helps us to understand
where our product stands in the
minds of the customer, by estimating
whether or not purchase requires a
highly emotional decision, or a highly
involved intellectual decision.