Building of Advertising Program Objective is to understand the major elements involved in creation of an advertisement We try to answer: How an AD is created? We try to focus on ingredients of an advertisement.
Nov 18, 2014
Building of Advertising Program
Objective is to understand the major elements involved in creation of an advertisement
We try to answer: How an AD is created? We try to focus on ingredients of an
advertisement.
Elements in creation of an Advertisement
Message Headlines Copy or body copy Illustrations Message Appeal Layout
Message
Objective of the message To communicate main points in a best way To overcome opposing views of audience To create a persuasive message
Message…..
How to structure a persuasive message for effectiveness
1. Order of presentation
2. Conclusion drawing
3. Message sidedness
4. Refutation
5. Verbal Vs Visual
1. Order of presentation
Where to place the strong arguments in the message?
Beginning ----Primacy Effect End ----Recency Effect
Recall ability is the basis for deciding
2. Conclusion Drawing
Advertiser's own conclusion Audience’s own conclusion
Depends upon education/ awareness and complexity of the topic
3. Message Sidedness
One sided: only benefits Two sided: Good & Bad points
More effective when opposite views are also presented
One-Sided Examples
Arbor Mist
Ad Copy: Introducing Arbor Mist:Great tasting wine with a splash of fruit.Just what you've been looking for.
4. Refutation
Special kind of two-sided message Tell both sides and refute negative
5. Verbal Vs Visual
Effective use of visuals
e.g. FAT to FIT ads of Personal Point etc.
Message Appeals
An approach used to attract the attention of consumers to influence their feelings toward the product/ service
Anything that create interest
Appeals…..
1. Informational / Rational appeal: Consumer utilitarian needs
2. Emotional appeal: Socio/psycho needs
3. Humor appeal: Fun
4. Reminder ads: Show presence
5. Teaser ads: Curiosity
Informational
Feature: focus on dominant traits of product and highly informative
Product Popularity News appeal: All announcements Favorable price appeal: Value for money
Informational(Product popularity appeal)
Part of informational appeal showing the popularity of the product.
Emotional
Focus on consumer’s social/ psychological needs for purchasing a product
1. Personal feelings:Safety,security, love, joy,fear, pleasure etc. AXE
2. Social feelings: Recognition, status, acceptance etc. K Bajaj Endeavor
Emotional
Social feeling
Humor Appeals
Best known Best remembered Set positive mood More used with low involvement products
But…
Distracts from brand and attribute
Reminder ads
Just to show presence in the market– Archies cards– Usual Pepsi ads
Teaser ads
Designed to build curiosity, interest,excitement about a product
Mainly used while introducing new product or name change etc.– New Hero Honda ad or UBI logo change
Advertising Execution
How appeal is presented to consumer Factual message: Industrial products Technical evidence: Colgate Demonstration: HARPIC Comparison: VIM BAR Challenge Testimonial: Own experience BP Animation: Kellog’s, All Out, Pillsbury Personality symbol: Dr. Fixit
Reference
Advertising & Promotion: Belch & Belch