Session 4: Advertising

1
Session 4 Advertising

• GBA 633

2
Principles of Effective Advertising

• Visual consistency
• Campaign duration
• Repeated taglines
• Consistent positioning
• Simplicity
• Identifiable selling point

3
Media Terms

• Reach
• Frequency
• Rating
• Gross Impressions

• Cost per thousand (CPM)
• Cost per rating point (CPRP)
• Continuity
• Continuous
• Pulsating
• Discontinuous

4
Television
5
Radio
6
Outdoor
7
Internet
8
Magazines
9
Newspapers
10
Some Terms

• Message theme
• Leverage point
• Advertising strategy
• Advertising appeal
• Executional framework

11
Message Strategies
Cognitive
Affective
Conative
Brand

• Generic
• Preemptive
• Unique Selling Proposition
• Hyperbole
• Comparative

Resonance Emotional
Action-inducing Promotional Support
Brand user Brand image Brand usage Corporate
12
Advertising Appeals

• Fear
• Humor
• Sex
• Music
• Rationality
• Emotional
• Scarcity

13
Executional Frameworks

• Animation
• Slice-of-life
• Dramatization
• Testimonial
• Authoritative
• Demonstration
• Fantasy
• Informative

14
Creating an Advertisement