Building of Advertising Program

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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.

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Elements in creation of an Advertisement

• Message
• Headlines
• Copy or body copy
• Illustrations
• Message Appeal
• Layout

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Message

• Objective of the message
• To communicate main points in a best way
• To overcome opposing views of audience
• To create a persuasive message

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Message..

• How to structure a persuasive message for
  effectiveness
• Order of presentation
• Conclusion drawing
• Message sidedness
• Refutation
• Verbal Vs Visual

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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

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2. Conclusion Drawing

• Advertiser's own conclusion
• Audiences own conclusion
• Depends upon education/ awareness and complexity
  of the topic

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3. Message Sidedness

• One sided only benefits
• Two sided Good Bad points
• More effective when opposite views are also
  presented

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4. Refutation

• Special kind of two-sided message
• Tell both sides and refute negative

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5. Verbal Vs Visual

• Effective use of visuals
• e.g. FAT to FIT ads of Personal Point etc.

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Message Appeals

• An approach used to attract the attention of
  consumers to influence their feelings toward the
  product/ service
• Anything that create interest

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Appeals..

• Informational / Rational appeal Consumer
  utilitarian needs
• Emotional appeal Socio/psycho needs
• Humor appeal Fun
• Reminder ads Show presence
• Teaser ads Curiosity

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Informational

• Feature focus on dominant traits of product and
  highly informative
• Product Popularity
• News appeal All announcements
• Favorable price appeal Value for money

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Informational(Product popularity appeal)

• Part of informational appeal showing the
  popularity of the product.

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Emotional

• Focus on consumers social/ psychological needs
  for purchasing a product
• Personal feelingsSafety,security, love,
  joy,fear, pleasure etc. AXE
• Social feelings Recognition, status, acceptance
  etc. K Bajaj Endeavor

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Emotional

• Social feeling

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Humor Appeals

• Best known
• Best remembered
• Set positive mood
• More used with low involvement products
• But
• Distracts from brand and attribute

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Reminder ads

• Just to show presence in the market
• Archies cards
• Usual Pepsi ads

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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

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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 Kellogs, All Out, Pillsbury
• Personality symbol Dr. Fixit

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Reference

• Advertising Promotion Belch Belch