Wonders of Advertising
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Transcript of Wonders of Advertising
Marketing & Advertisement is about how to convey the message that provoke the desirable response
from the target audience
Mar
keti
ng
&
Ad
vert
isin
gGrab ATTENTION
Make it MEMORABLE
Make it INTERESTING
Create a brand EXPERIENCE
Achieve the set RESULT
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
The Advertising Message - TYPES
Pre-emptive Message
Pre-emptive message makes a claim of superiority over rivals
The Advertising Message - TYPES
Unique Selling Proposition Message
Unique Selling Proposition message makes a distinctive claim of superiority over rivals
The Advertising Message - TYPES
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
The Advertising Message - TYPES
Brand Image Message
Brand Image Message focuses not on the product but on brand experience
The Advertising Message - TYPES
Resonance Message
Resonance Message speaks of life experiences, lifestyle or core beliefsThese messages help people to identify themselves with the message
The Advertising Message - TYPES
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
Unique Selling Proposition
Positioning Message
Brand Image Message
Resonance Message
Affective Message
Flip through a copy of newspaper. Identify the message strategy of each advertisement
Assignment
Generic Message
Pre-emptive Message
Unique Selling Proposition
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
The Advertising Execution - STYLES
Straight TalkPresents factual details (attributes) of a Product or Service
The Advertising Execution - STYLES
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)
The Advertising Execution - STYLES
ComparisonUse of findings as expert organization or professional to
deliver a compelling message
The Advertising Execution - STYLES
HumourBenefits of using a Humour styleDownside of using Humour style
The Advertising Execution - STYLES
Animation & Story tellingUsed to express complex ideas may be fantasy that
appeals to a younger audience
The Advertising Execution - STYLES
SpokespersonWhat are the advantages of using a Spokesperson style?
The Advertising Execution - STYLES
Spokesperson - benefits
To grab ATTENTIONTo establish CREDIBILITY
Brand ENDORSEMENT & ASSOCIATIONIncrease LIKENESS
Increase RECALL VALUE
The Advertising Execution - STYLES
ShockingDelivers message with intention to surprise or may be
offend the audience
Mix of execution style when used effectively can be powerful in terms of sustaining audience interest and
delivering a compelling message
The Advertising MessageGeneric Message
Pre-emptive Message
Unique Selling Proposition
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
Mar
keti
ng
&
Ad
vert
isin
gGrab ATTENTION
Make it MEMORABLE
Make it INTERESTING
Create a brand EXPERIENCE
Achieve the set RESULT