A Conceptual Approach To Examine The Influence of Executional Frameworks of Advertising Design On Consumer’s Motivation

Abstract

The business entities have difficult times to win over their competitors as there is an abundance of available information in the contemporary world. Under this circumstance, the quality of products and services is on top of the consumer’s priority on their motivation to purchase. However, how to deliver information of products effectively is still a challenge for marketers. Although instructions and guidance for marketing designs are available through many academics, how consumer’s motivation can be aroused by executional frameworks of advertising design is still at its fancy stage. Taking on a conceptual approach, this paper examined the influence of executional frameworks of advertising design on consumers’ motivation. A multi-layered emphasis on the representative executional frameworks showed via commonly implemented and executed in the field of advertising design, as well as a model of multi-dimensional and context-sensitive scale on consumer motivation that how each trait of goals is activated and becomes a motivation of consumption in relation with executional frameworks of advertising design. The findings of this paper have significant implications for marketing executors to recognize the customer's influential advertising design.