1 / 32

ADVERTISING

CREATIVITY is an advertising agency’s most valuable asset, because it is the rarest…. Jeff Richards. ADVERTISING. “Advertising is a ‘paid form’ of non-personal presentation and promotion of ideas or products by an identified sponsor”.

cachet
Download Presentation

ADVERTISING

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. CREATIVITY is an advertising agency’s most valuable asset, because it is the rarest…. Jeff Richards

  2. ADVERTISING

  3. “Advertising is a ‘paid form’ of non-personal presentation and promotion of ideas or products by an identified sponsor” Advertising is a form of communication intended to persuade an audience (viewers, readers or listeners) to purchase or take some action upon products, ideas, or services

  4. WHY WE ADVERTISE? • INFORM Let the people know what the product is…. • PERSUADE Induce the people to buy…. • REMIND When customers know about the your product…. • REINFORCE You have made the right choice….

  5. INFORM

  6. PERSUADE

  7. REMIND

  8. REINFORCE

  9. KEY POINTS WHILE DESIGNING AN AD • PRODUCT CLASS DEFINITION • PRODUCT CHARACTERISTICS • BRAND FOUNDATIONS • TARGET AUDIENCE • MESSAGE ELEMENT • COMPETITIVE CHARACTERISTICS

  10. THE ADVERTISING PROCESS TACTICS CREATIVE EXECUTION BIG IDEA ADVERTISING STRATEGY

  11. THE ADVERTISING PROCESS OF THUMS UP • ADVERTISING STRATEGY (OR MESSAGE) has been to position itself as ‘strong-tasting cola for today’s young adult males’ • BIG IDEA is to show macho celebrities performing adventurous actions

  12. CHOICE OF STATEGIC APPROACHES • GENERIC APPROACH • UNIQUE SELLING PROPOSITION • BRAND IMAGE • POSITIONING • PREEMPTIVE CLAIM • RESONANCE • AFFECTIVE

  13. GENERIC APPROACH • Xerox • Dalda • Walkman • VIP • Dettol • Luna • Chiclet

  14. USP • Nokia – Durability • TATA Nano – Price • Dermi cool – Providing coolness • Pure it – No electricity required

  15. POSITIONING • Bajaj pulsar – Definitely Male • Thums Up – Taste the Thunder • Volkswagen – Comfort • Tata Salt – “Desh ka Namak”

  16. PREEMPTIVE CLAIM • Colgate Salt – Salt based toothpaste • Amul Ice cream – Real Milk, Real Ice Cream • Anchor toothpaste – 100% veg • Maruti Swift with K-series engines • Toyota Innova – CRDi Engines

  17. RESONANCE • Cadbury – Rakhi, diwali or maybe just a reason • Britannia Pure magic – Valentine’s Day • Archies Cards – Different Occasions

  18. AFFECTIVE • Asian Paints – “HarGharKuchKehtaHai “Some things in life deserves a royal wall” • Hutch – Wherever you go our network remains

  19. FEAR FACTOR APPROACH

  20. AFFECTIVE APPROACH

  21. UNCONVENTIONAL APPROACH

  22. DISPLAY COPY • Subheads • Headlines • Taglines etc. Attracts the attention of the viewer

  23. TAGLINES • Memorable • Utterly, butterly delicious • Include brand name • Money Can’t buy everything, for everything else there’s mastercard • State prime benefit • ‘Fastest Indian’ • Differentiate your brand • ‘75 years of stardom’

  24. Convey brand personality • Forever Sports • Communicate business strategy • ‘Think Investment, Think Kotak’ • Watch word length • You and whirlpool. The world’s best homemakers • Rule of Three • ‘Fill it, shut it, forget it’ • Meaning check • Growth is life – Reliance Industries

  25. VISUALS • Snapshots of the product • Product in use • Close up of some critical part of the product • Kind of person who needs the product • Benefit of using • Ills of not using • Before and after/ With and without • Metaphor of the product • Comparison with competitor • Visual alone

  26. THANK YOU • WISH YOU ALL A VERY BRIGHT FUTURE AHEAD • CATCH ME AT:- www.souravraina.weebly.com www.facebook.com/souravraina souravraina89@gmail.com

More Related