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Will punch lines rule the Advt? By: Deepa
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Page 1: Punchline Ppt

Will punch lines rule the Advt?

By: Deepa

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What is a Punch line?

A punch line is the final part of a joke or comedy sketch, usually the word, sentence or exchange of sentences which is intended to be funny and to provoke laughter from listeners.

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Punch line of various companies:

 MS Office 97 - Work Less, Do More  Hyundai - Drive Your Way  Canon - Delighting You Always 

Philips - Sense & Simplicity    

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Contd…

Toyota - Touch the Perfection  Jet Airways - The Joy of Flying  Microsoft - Your Potential, Your Passion  Park Avenue - Play the Lead  British Airways - The World is Waiting  

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Contd…

SBI - With You all the Way  Amway - Better Ideas-Better Life Honda - The Power of Dreams  Business Today - For managing Tomorrow  Nokia - Connecting People  

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Introduction

Presently we find almost all ads give an attractive punch line to attract consumers.

Punch line alone can not conquer the minds of customers, it has to come attached with some brilliant ad concept also.basically, the work of punch line is to own a space in the minds of customer and create some easy recall of the ad.

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Punch line - History

Little did our Beloved "NETAJI" Subhash chandra Bose knew that when he requested his followers 'Tum Mujhe Khoon Do, Main Tumhe Azaadi Doonga", he was actually marketing a product that is'FREEDOM' with this Punchline.

In the process an old women donated all the jewellery she had for the cause of freedom even when she had lost her only child in the battle of freedom, to 'Netaji' only due to the powerful oratory of the great leader. Such is the impact of words. 

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Contd…

Marketers also know the importance of powerful words and use them as 'Punch lines'for their product/brand endorsements.

The Position of a brand is the perception it brings about in the mind of a target customer. This perception reflects the essence of brand in terms of its functional and non-functional benefits in the judgment of that customer. 

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 Famous Punch lines & how does they respond to their 'Positioning'. 

  Adidas :" Forever Sport“

They wanted to say that whenever you think of sports think Adidas. The Punch line perfectly associates Adidas and Sports. 

Philips: "Lets make things better“

Philips wanted its customer to appreciate the quality of the product, which the Punch line defines accurately. 

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Contd…

Nike :"Just do it“

There is no other better way to boost the self-confidence the way Nike has put through their famous Punchline. Thus the ad line simply communicates that using Nike can improve your performance by enhancing the self-confidence. 

Raymond:"The Complete man“

Man is not complete unless he wears Raymond. The possession of Raymond is kind of status symbol, the status of acquiring manhood. 

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Contd…

Coca Cola :" Thanda Matlab Coca Cola“

People in India generally refers cold drinks as 'thanda'. So Coke wanted to give an impression that whenever a customer think of 'Thanda' he should think of Coca Cola. So the Punchline makes 'Thanda' equal to Coca Cola. 

Birla Mutual Fund: "The name inspires Trust“

Trust is the basic platform on which mutual fund business works. An investor will invest only in that company in which he has confidence and trust. So the Punchline was directed towards Trust building. 

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Brand Image & Punch lines

The characteristics and attributes perceived of a brand by a customer is ‘Brand Image’.

Brand image helps the customer to personify a brand.

Taking leverage of this point Marketers appoint Brand Ambassadors for their strategic or Mega brand. 

For eg: Rajdoot Motorcycles tried to position itself as a macho man and accordingly appointed film star Dharmendra to endorse the motorcycle. Again ICICI appointed Amitabh bachchan as their Brand Ambassador for the credibility image. 

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Importance of Punch line and when they are used

Marketers have to select right words to form that sentences which can correctly express the positioning strategy of the brand.

When a Marketer launches any new brand, the general idea is that initially he has to increase the awareness among the consumers by differentiating it from the offerings of the existing competitors or differentiating it from the same need fulfilling products.

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Contd….

The most basic job of a Punch line is to carry this USP along with it. Consumers must be able to figure out the USP from the Punch lines.

The Punch line represents the values of the company, benefits, attributes, features, quality, cost, special technology and last but not the least the ' USP'.

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Contd….

An advertisement without any Punch line. It looks like a dumb.

So basically the Punch line is the voice of the brand, which primarily gives out the minimum momentum, thrust or impetus to push the brand in the mind of the customer. 

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Difference between Punch line & Tagline

Punch line shows basic quality of the product.

Punch is the last part of the joke.

Tag line shows basic feature of brands.

Tag line is used to advertise a film.

E.g. Be afraid

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