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Advertising

Mr. Rajesh Gupta

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Objectives

SalesObjective

CommunicationObjective

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DAGMAR Approach

DEFINING ADVERTISING GOALS FORMEASURED ADVERTISING RESULTS

 AwarenessComprehension

Conviction

 Action

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Budgeting

Methods of budgeting:

 The Affordable Method

Percentage of Sales Method

Competitive Parity Method

Objective and Task Method

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Message strategy-Planning & Development

Creativity means fresh,unconventional, unique ideas

but in accordance with thetarget audience needs and clients objectives.

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Message strategy-Planning & Development

“Rules lead to dull stereotyped advertising, and they stifle creativity, inspiration initiative and 

 progress. The only hard and fast rule that I know of in advertising is that there are NO RULES. NOFORMULAS. NO RIGHT WAY. Given the same

 problem, a dozen creative talents would solve it adoze n different ways. If there was a sure fireformula for successful advertising, everyone would use it. Then there would be no need for creative

 people. We would simply programme robots to

create our ads and they’d sell loads of products-toother robots.”

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Message strategy-Planning & Development

Creative Process:

1.Preparation:Gathering Information

2.Incubation: Letting ideas develop

3.Illumination:Birth of an Idea

4.Verification:Refining and Polishing the

Idea

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Message strategy-Execution & Evaluation

Execution Appeals:

Rational Appeal

Emotional Appeal

Moral Appeal

Teaser Advertising Appeal

Verbal v/s Visual Appeal

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Message strategy-Execution & Evaluation

Rational Appeals: Emotional Appeals:

Factual Message Appeal Slice of Life Appeal

Technical Evidence Lifestyle

Testimonial/Popularity Fantasy

Demonstration Animation

Comparison Dramatization

Favorite Price Positive-Love, Humour…News Negative-Fear, Guilt…

Refutation Appeal Sex Appeal

One sided v/s Two Sided

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Message strategy-Execution & Evaluation

Low Risk

Relief Purchases(Salt, Detergent, Soap etc)

Low Risk

Reward Purchases(soft drinks, icecream etc)

High Risk

Reward Purchases(auto, jewellery etc)

High Risk

Relief Purchases(computer, insurance etc)

LowInvolvement

HighInvolvement

InformationalMotives (ThinkCategory)

(Negative

Motivations)

TransformationalMotives (FeelCategory)

(Positive

Motivations)

Rossiter-Percy Model

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RationalAppeals:

TechnicalEvidenceAppeal

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RationalAppeals:

TestimonialAppeal

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RationalAppeals:

TestimonialAppeal

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Rational Appeals:Comparison Appeal

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EmotionalAppeals:Slice of 

LifeAppeal

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EmotionalAppeals:Slice of 

LifeAppeal

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EmotionalAppeals:Lifestyle

Appeal

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EmotionalAppeals:Animation

Appeal

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EmotionalAppeals:Dramatizati

on Appeal

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EmotionalAppeals:Dramatizati

on Appeal

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EmotionalAppeals:Dramatizati

on Appeal

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Emotional Appeals:Negative-Fear,

Embarassment, shameetc

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EmotionalAppeals:Negative-

Fear,Embarassment,

shame etc

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EmotionalAppeals:Negative-

Fear,Embarassment,

shame etc

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EmotionalAppeals:Sex appeal

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EmotionalAppeals:Negative-

Fear,Embarassment,

shame etc

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EmotionalAppeals:Negative-

Fear,Embarassment,

shame etc