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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”.

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ADVERTISING

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  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

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