Ad Concepts.ppt Aa
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Transcript of Ad Concepts.ppt Aa
Dr. Sarita IyerMBA,MMM,MS,M.PHIL,Ph.D
AD CONCEPTS
AD GURU
ALYQUE PADAMSEEWAS CEO LINTASTHEATRE.LAUNCHED LIRIL,SURF
PRAHLAD KAKKAD
AD DIRECTORFORMED GENESIS FILM
PRODUCTION.INTO ADS, MOVIES,
THEATRE.FAMOUS ADS PEPSI,
KAMASUTRA
PIYUSH PANDEY
PRASOON JOSHIWAS WITH O& M, MC CANN ERIKSEN.FAMOUS LYRICS WRITER.FIRST COKE AD
C.K PRAHLAD
• RENOWNED MANAGEMENT GURU• STUDIED IN HARVARD AND IIM A.• WAS PROF AT UNIVERSITY OF
MICHIGAN.• AUTHORED MGMT BEST SELLERS
LIKE: The Core Competenceof the
Corporation The Future of Competition The Fortune at the Bottom of
the Pyramid. The New Age of Innovation
PHILIP KOTLER
GURU OF MARKETING
PETER DRUCKER
• MANAGEMENT GURU
TOP AD AGENCIES OGILVY & MATHERJ WALTER THOMPSONMUDRA COMMUNICATIONSFCB ULKA ADVERTISINGREDIFFUSION-DY&R MC CANN ERIKSON INDIARK SWAMY BBDOLINTAS
GREY WORLDWIDELEO BURNETT INDIACONTRACT ADVERIISING
ADVERTISING IT IS A MESSAGE PAID FOR BY AN IDENTIFIED SPONSOR AND DELIVERED THROUGH A MEDIUM OF MASS COMMUNICATION.
KEY AREAS IN AN AD AGENCY
CLIENT SERVICING.
MEDIA CREATIVE.
AIDASA-ATTENTIONI-INTERESTD-DESIREA- ACTIONS- SATISFACTION
AAAI•ADVERTISING AGENCY ASSOCIATION OF INDIA
ASCI•ADVERTISING STANDARDS COUNCILOF INDIA
POPPOINT OF PURCHASE
USPUNIQUE SELLING
PROPOSITIONCONCEPT BY ROSSER
REEVES TED BATES AGENCYCOPY WRITER
MARKETING MIX4 P’SJEROME MC CARTHY7 P’S SERVICE MARKETING.
FGF•FEEL GOOD FACTOR
T& FTOUCH N FEEL FACTOR
OPINION LEADERAN INDIVIDUAL WHO:IS A PUBLIC FIGURE.HAS INTENSIVE KNOELEDGE IN THE RELEVANT FIELD.
VERY ARTICULATE.
CAVEAT EMPTOR
BUYER BEWARE
QUID PRO QUO
MUTUAL RECIPROCITY
TRP TARGET RATING POINTS
GRP•GROSS RATING POINTS
•GRP IS REACH MULTIPLIED BY FREQUENCY
FCT FREE
COMMERCIAL TIME
FREE STANDING INSERT
•A PROMOTIONAL PIECE INSERTED INTO NEWS PAPERS
GREENWASH AD
•PRETENDING TO BE ECO FRIENDLY.
ADVOCACY ADV
•PROPAGATING SOCIAL ISSUES
DAGMARDEFINING ADVERTISING GOALS FOR MEASURED ADVERTISED RESULTS.
CONCEPT BY RUSSEL COLLEY
MURAL ADVERTISING
•ADS ON ROCKS, WALLS.
TRANSIT ADV
•ADS SEEN ON THE MOVE
DINKS
DOUBLE INCOME NO KIDS
ARIEL ADVERTISING A FORM OF OUTDOOR ADVERTISING WHERE MESSAGES APPEAR IN THE SKY IN THE FORM OF SKYWRITING.
BLEED PAGES MAGAZINE ADS WHERE THE PRINTED AREA EXTENDS TO THE EDGE OF THE PAGE.
EYE TRACKING A METHOD FOR FOLLOWING THE MOVEMENT OF A PERSONS EYES DURING AN AD. THIS HELPSTO FIND OUT THAT WHICH PORTION GATHERS A PERSONS ATTENTION.
AD CLUTTER THE OVERDOSE OF INFORMATION AND MESSAGE WHICH COMES THROUGH IN AN AD AND AT TIMES CONFUSES THE CONSUMER.
BUTTON PART OF INTERNET ADVERTISING,THEY ARE SMALL VERSIONS OF BANNER AND LOOK LIKE AN ICON.
COGNITIVE DISSONANCE
THEORY PROPOUNDED BY LEON FESTINGER. COGNITIVE IMPLIES THE THINKING PROCESS AND DISSONANCE IMPLIES DISTURBANCE THE CONSUMER FACES WHEN HE EXPERIENCES A GAP BETWEEN REALITY AND EXPECTATIONS
CONSUMER DECISION MAKING PROCESS
NEED RECOGNITIONINFORMATION SEARCHEVALUATION OF
ALTERNATIVESCHOOSING THE MOST
SUITABLE ALTERNATIVE.PURCHASE AND
CONSUMPTIONPOST PURCHASE
EVALUATION DISPOSAL
CPRP COST PER RATING
POINT.A COST EFFICIENCY CALCULATION BY MEDIABUYERS WHICH DIVIDES THE COST OF COMMERCIAL TIME ON A PROGRAMME BY THE AUDIENCE RATING.
DUMMY A THREE DIMENSIONAL HANDMADE LAYOUTOF A MULTIPAGE ADVERTISING PIECE PUT TOGETHER, TO REPRESENTWHAT THE FINAL PIECE WILL LOOK LIKE.
BRAND PATRONAGE
LOYALTY & PREFERENCE FOR A PARTICULAR BRAND.
ELM ELABORATION
LIKELIHOOD MODEL.THIS IDENTIFIES TWO PROCESSES. THROUGH WHICH COMMUNICATION WILL LEAD TO PERSUATION.CENTRAL ROUTE AND PERIPHERAL ROUTE.
FREQUENCY THE NUMBER OF TIMES A TARGET AUDIENCEIS EXPOSED TO A MEDIA VEHICLE IN A SPECIFIC TIME PERIOD.
HEMISPHERIC LATERALISATION THIS IS THE BELIEF THAT
THE HUMAN BRAIN HAS TWO DISTINCT PARTS . THE RIGHT HEMISPHERE BEING MORE VISUAL AND CEATIVE AND THE LEFT BEING MORE PRONE TO LOGICAL AND ANALYTICAL REASONING.
INFOMERCIAL VERY LONG TV COMMERCIAL. THESE ARE DESIGNED TO PROVIDE MAXIMUM INFORMATION ABOUT A PRODUCT.
SAY DO MODEL• .
ALPHA ACTIVITY•A MEASURE OF THE DEGREE OF BRAIN ACIVITY THAT CAN BE USED TO ASSESS A PERSONS REACTIONS TO AN AD.
BDI BRAND DEVELOPMENT
INDEX. THIS IS CALCULATED BY TAKING A PERCENTAGE OF A BRANDS TOTAL SALES TO THE PERCENTAGES OF THE POPULATION IN THE MARKET.
CPM•COST PER 1000.THIS IS THE COST OV EXPOSING 1000 TARGET AUDIENCE MEMBERS TO A MEDIA MESSAGE.
EYE TRACKING A METHOD FOR FOLLOWING THE MOVEMENT OF A PERSONS EYES DURING AN AD. THIS HELPSTO FIND OUT THAT WHICH PORTION GATHERS A PERSONS ATTENTION.
CONSUMER DECISION MAKING PROCESS
NEED RECOGNITIONINFORMATION SEARCHEVALUATION OF
ALTERNATIVESCHOOSING THE MOST
SUITABLE ALTERNATIVE.PURCHASE AND
CONSUMPTIONPOST PURCHASE
EVALUATION DISPOSAL
EVOKED SET THE FINAL SET OF BRANDS THAT A CONSUMER CONSIDERS BASED ON RATIONAL, PRAGMATIC EVALUATION.
INNOVATION ADOPTION MODEL
A-AWARENESS.I- INTEREST.E- EVALUATION.T-TRIALA-ADOPTION
UEVUNIQUE EMOTIONAL VALUE
ZIPPINGTHIS INVOLVES FAST FORWARDING THE AD WHILE PLAYING ON A PRERECORDED DVD.
ZAPPINGUSAGE OF TV REMOTE TO SURF CHANNELS