Transcript
HOW ADVERTISING WORKS?
Submitted by :Abhijeet Verma NA13001Abhilasha Jaju NA13002Kartik Aggarwal NA13029Kushal Pachisia NA13030Vineet Arora NA13057
WHAT IS ADVERTISING ?
• According to American Marketing Association(AMA), “Advertising means any paid form of non personal presentation and promotion of idea, goods or services by an identified sponsor”.
• Advertising is a one way exchange that is impersonal in format.
• There is little empirical evidence of effect of creative messaging on purchase behavior and sales revenue.
• However, Creative advertising is more memorable, works with less media spending, and builds a fan community... Faster.
• The conventional wisdom thus persists that creativity in advertisements matters.
MODELS USED IN ADVERTISING
• TRADITIONAL ADVERTISING THEORIES
• CONSUMER BEHAVIOUR MODELS
• RECENT DEVELOPMENT THEORIES CONSUMER INVOLVEMENT BRAIN SPECIALIZATION
• FCB MODELS
FCB MODEL
• The examples of product for this category of customers could be Cars, electronic good, Housing etc.
• Model: Learn-Feel-Do
• These kind of advertisement communicate the benefit arising from the usage of the product by doing a cost benefit analysis.
• Success of the advertisements depends on the recall rate.
• Specific information- This kind of advertisement provides information with respect to the product.
• For example: mileage, latest offers and features in case of a car advertisement.
Positioning of the brand: Value for money, Feature rich, Trust, Comfort
Informative (Thinker)
Wagon R
• The examples of product for this category of customers could be wrist watch, jewellery, motor-cycles etc.
• Model: Feel-Learn-Do
• Emotional attribute is far more important than the functional attribute
• The advertisements are made dramatic to create the required impact
• Success of the advertisements depends on the attitude change and emotional arousal
• Fastrack watches – Previously watches were seen as a time keeping device. However, Tata positioned Fastrack as an accessory, which is an extension for the personality.
• Positioning of the brand: Youthful, Counter culture, Freedom
Affective (Feeler)
Fastrack
• The examples of product for this category of customers could be mundane items like detergents, toothpaste etc.
• Model: Do-Learn-Feel
• Products in this area involve minimal thought and a tendency to form buying habits for convenience.
• Any point of difference is exploited. Most difficult quadrant as the products are commoditized in nature.
• Success of the advertisements depends on the change in sales before and after advertising
• Ghadi detergent
• Positioning of the brand: Trustworthy, Better quality
Habit formation (Doer)
Ghadi detergent
• The examples of product for this category of customers could be soft drinks, food outlets etc.
• Model: Do-Feel-Learn
• Products in this area involve minimal thought and a tendency to form buying habits for convenience.
• Any point of difference is exploited. Most difficult quadrant as the products are commoditized in nature.
• Success of the advertisements depends on the change in sales before and after advertising.
• Royal Stag
• Positioning of the brand: Aspirational
Self satisfaction (Reactor)
Royal Stag
Overlapping in FCB model Thinking Feeling
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IncredibleIndia
Javed Habibhair parlor
McDonalds
Nescafe
Overlapping in FCB Model
Overlapping in FCB Model
Thank You
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