advertisement and sales promotion presentation

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UNIT 3

CREATIVE STRATEGY


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ADVERTISING APPEALS

Advertising appeals influence the purchase

decision rationally or emotionally.

Appeals are developed on the basis of buyingmotives.

There are 5 types of advertising appeals.


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TYPESOFADVERTISINGAPPEALS

RATIONAL

EMOTIONAL

POSITIVE EMOTIONAL APPEAL

NEGATIVE EMOTIONAL APPEAL

MORAL

DIRECT

INDIRECT PRODUCT ORIENTED APPEAL

CONSUMER ORIENTED APPEAL


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RATIONAL APPEALS

Functional benefits of the product are

highlighted

Product oriented appeal

High quality appeal

Long life

Low price

Ease to usePerformance

Resale value


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EMOTIONAL APPEALS

Emotions are those mental agitations or excitedstate of feeling, which prompt to make a

purchase.

Positive appeal uses the strategy of reducing apersons anxiety about buying and using aproduct.

Negative appeals uses the strategy of increasinga persons anxiety about buying and not using a

product.


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POSITIVE EMOTIONAL APPEALS

It includes the appeal for:::

love

Humour

Pride

Prestige

Joy


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NEGATIVE EMOTIONAL APPEAL

Fear appeal is the most important

Medical or life insurance

Loss of property

There is a relationship between fear level and

message acceptance.

More familiarity leads to more emotionMore repetition allows forming emotion


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MORAL APPEALS

Sense of right and wrong

Social causes such as:

Adult literacy

Social forestry

Anti smuggling

Consumer protectionRural development

Equal rights for women


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DIRECT ADVERTISING APPEALS

That clearly communicate with the consumers

Its highlights the brand which satisfy the need.


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INDIRECT ADVERTISING APPEALS

It do not emphasize a human need

It can be product oriented or consumer oriented


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PRODUCT ORIENTED APPEALS

Tend to be more rational or informational in

nature

Feature oriented

Usage oriented

Product comparison

Product competitive advantage appeal


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CONSUMER ORIENTED APPEALS

It tend to be more benefit oriented and more

emotional

Attitude oriented

Life style oriented

Image oriented

Sub conscious oriented


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CREATIVE TACTICS

The creation process involve TV and print

advertisement.

An advertising medium used to carry the

message from the sender to receiver.


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PRINT ADVERTISEMENTS

It includes newspapers and magazines

NEWSPAPERS

It is classified on the basis of language,

frequency of publication and time of publication.

There are daily newspapers, eveningnewspapers, Sunday newspapers, some

specialized newspapers.


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MERITS OF NEWSPAPERS

Geographical selectivity

They can be used on a daily basis

They appeal to the entire family

Relatively low cost

They can emphasize the local news appeal

They are very flexible

They reach all economic classes

They provide intensive coverage of the cities and

surrounding areas.


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DEMERITS OF NEWSPAPERSFor products purchased by a specific class, there

is considerable waste circulation.

Impact of advertisement may be small

The paper and printing techniques may make

them unsatisfactory for products that require

special color and other featuresHave a very shorter life although they reach all

classes of people.


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MAGAZINE

Other form of print media

It appeals to particular people in in all kinds of

communities

It offers high quality paper and printing

Different types: women magazine, professional,

trade, consumer magazines etc.


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MERITS OF MAGAZINES

High quality paper and printing

Magazines tend to kept longer and may read

repeatedly.

Well defined target market.

Long life

It is possible to use a variety of colors andprinting techniques.


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DEMERITS OF MAGAZINESNo daily news

If there is no national or international

distribution it will be a waste

The advertiser cannot communicate the message

frequently as the magazines are published

weekly , monthly, quarterly and annually.


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TELEVISION

The most rapid growth of any advertising

medium.

TV appeals to both the senses sound and sight

It produce high impact commercials

It build a prestige image of the product and its

sponsors


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MERITS

It has a broad reach

It has a deep impact sound, sight, motion, color

It has the ability to demonstrate the operations

and the utility of the product.

It has a great frequency

It has more prestige than its competitive media

It is highly flexible.Mass communication


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DEMERITS It is highly perishable.

High cost

It does not allow to do other work

It restricts itself to typical purchases


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ADVERTISINGRESEARCHAdvertising is expensive.

Research is needed to furnish the information

that drives marketing and advertising decisionmaking.

Advertising research is a subset of marketing

research.


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FOURCATEGORIESOFADVERTISING

RESEARCH

1. Advertising strategy research.

2. Creative concept research

3. Pre testing of advertisement

4. Post testing of advertisement


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ADVERTISINGSTRATEGYRESEARCH

TIMING: Before creative work begins.

RESEARCH PATTERN: Product positioning,

target audience, selection media, selection

message, selection

TECHNIQUES: Consumer attitude and usage

studies


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CREATIVECONCEPTRESEARCH

TIMING: Before agency production begins.

RESEARCH PATTERN: Concept testing, name

testing, slogan testing.

TECHNIQUES: Free association tests,qualitative interviews, sentence completion

tests.


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PRE - TESTING

TIMING: Before finishing art work and

photography.

RESEARCH PATTERN: Print testing, story

board pre testing, radio commercial testing.

TECHNIQUES: Consumer panels, matched

samples, portfolio tests, story board tests,

psychological rating scales.


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POST - TESTING

TIMING: After campaign has run.

RESEARCH PATTERN: Advertising

effectiveness, customer attitude.

TECHNIQUES: Aided recall, unaided recall,attitude tests, inquiry tests, sales tests.


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THANK YOU

advertisement and sales promotion presentation

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