Wonders of Advertising

CR IVE

DVERTISING

Creativity is the ability to develop IDEAS that are NOVEL and USEFUL

Creativity NEWORIGINALUSEFUL

Creativity Marketing & Advertisement

Marketing & Advertisement is about how to convey the message that provoke the desirable response

from the target audience

Because you’re worth it

The tone of the message sets deep associationsVery difficult to forget

Mar

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ng

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Ad

vert

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gGrab ATTENTION

Make it MEMORABLE

Make it INTERESTING

Create a brand EXPERIENCE

Achieve the set RESULT

Marketing & Advertisement Creative Team develops the Advertisement concept

Objectives of Advertising

INFORM

PERSUADE

INDUCE DEMAND

REINFORCE

CHANGE PERCEPTION

CHANGE ATTITUDE

DIFFERENTIATE

The Advertising Message

The Advertising Message

The Advertising Appeal

The Advertising Message Type

The Message – WHAT TO SAY.....To generate some consumer response or to influence consumer

feelings towards a Product, Service or a Cause

The Advertising Message - TYPESGeneric Message

Pre-emptive Message

Unique Selling Proposition

Positioning Message

Brand Image Message

Resonance Message

Affective Message

The Advertising Message - TYPES

Generic Message

Generic message makes NO claim of superiority over a rival product

Generic message can be effective when the intention is to educate and create informed customer base

Generic message are effective when advertiser is market leader

Generic Message works well when presented as a surprise or shocking


Pre-emptive Message

Pre-emptive message makes a claim of superiority over rivals


Unique Selling Proposition Message

Unique Selling Proposition message makes a distinctive claim of superiority over rivals


Positioning Message

Positioning message makes a distinctive claim of superiority over rivals by pitting the strengths of the advertiser’s product against the

weaknesses of the rival product


Brand Image Message

Brand Image Message focuses not on the product but on brand experience


Resonance Message

Resonance Message speaks of life experiences, lifestyle or core beliefsThese messages help people to identify themselves with the message


Affective Message

Affective Messages create feeling based responses such as Love, Fear, Anxiety, Happiness, Shock, Pride etc.

The Advertising Message - TYPESGeneric Message

Pre-emptive Message


Positioning Message

Brand Image Message

Resonance Message

Affective Message

What type of appeal is this Coca Cola ad:Rational or Emotional?

More Choices, Less Calories

Ads with Rational appeals are more effective than ads with Emotional

appeals?

Under what circumstances Ad should have Emotional appeal?

Can emotional & rational appeals be used in a single ad message?

Flip through a copy of newspaper. Identify the message strategy of each advertisement

Assignment

Generic Message

Pre-emptive Message


Positioning Message

Brand Image Message

Resonance Message

Affective Message

The Advertising – Execution Style

The Execution – HOW TO SAY.....The Execution style, also called the executive format is the

manner in which an ad appeal is presented.

The Advertising Execution - STYLESStraight Talk

Slice of Life

Storytelling

Testimonials

Authoritative

Demonstration

Comparison

Teasers

Humour

Spokesperson

Animation

Musical

Fantasy

Shocking

Slice of Life.mp4

Testimonial.mp4

Demoonstration.mp4

Animation.mp4

Fanatasy.mp4

The Advertising Execution - STYLES

Straight TalkPresents factual details (attributes) of a Product or Service


AuthoritativeUse of findings as expert organization or professional to

deliver a compelling message

Dainik Jagran : World's Largest Read Daily With 54.58 Million Readers.(Source: IRS 2012 (R2)


ComparisonUse of findings as expert organization or professional to

deliver a compelling message


HumourBenefits of using a Humour styleDownside of using Humour style


Animation & Story tellingUsed to express complex ideas may be fantasy that

appeals to a younger audience


SpokespersonUsed to deliver the message as shown in the ad

48 HOURS DANDRUFF PROTECTION


SpokespersonWhat are the advantages of using a Spokesperson style?


Spokesperson - benefits

To grab ATTENTIONTo establish CREDIBILITY

Brand ENDORSEMENT & ASSOCIATIONIncrease LIKENESS

Increase RECALL VALUE


Spokesperson - drawbacks


ShockingDelivers message with intention to surprise or may be

offend the audience

The latest campaign of UCB

Can more than one Execution style be used to make ad more appealing?

SPOKESPERSON style

Combination of TESTIMONIAL & SPOKESPERSON

style

Using Mix of execution styles can make actual messages clouded.

Mix of execution style when used effectively can be powerful in terms of sustaining audience interest and

delivering a compelling message

AdvertisingCreativity

Marriage made in Heaven

1.

The Advertising MessageGeneric Message

Pre-emptive Message


Positioning Message

Brand Image Message

Resonance Message

Affective Message

2.

The Advertising Execution Straight Talk

Slice of Life

Storytelling

Testimonials

Authoritative

Demonstration

Comparison

Teasers

Humour

Spokesperson

Animation

Musical

Fantasy

Shocking

3.

Objective Message Execution

Advertisement Objective influences Message

Advertisement Message influences Execution

Factors Influencing CREATIVE Effectiveness of Ad.

Grab ATTENTION

MEMORABLE

INTERESTING

Bang ON - PURPOSE

Mar

keti

ng

&

Ad

vert

isin

gGrab ATTENTION

Make it MEMORABLE

Make it INTERESTING

Create a brand EXPERIENCE

Achieve the set RESULT

LESS is MORE

ADVERTISING & CREATIVITY

Thank You

Wonders of Advertising

Business

Transcript of Wonders of Advertising