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ADVERTISING - PowerPoint PPT Presentation


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CREATIVITY is an advertising agency’s most valuable asset, because it is the rarest…. Jeff Richards. ADVERTISING. “Advertising is a ‘paid form’ of non-personal presentation and promotion of ideas or products by an identified sponsor”.

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Presentation Transcript
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CREATIVITY is an advertising agency’s most valuable asset, because it is the rarest…. Jeff Richards

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“Advertising is a ‘paid form’ of non-personal presentation and promotion of ideas or products by an identified sponsor”

Advertising is a form of communication intended to persuade an audience (viewers, readers or listeners) to purchase or take some action upon products, ideas, or services

why we advertise
WHY WE ADVERTISE?
  • INFORM

Let the people know what the product is….

  • PERSUADE

Induce the people to buy….

  • REMIND

When customers know about the your product….

  • REINFORCE

You have made the right choice….

key points while designing an ad
KEY POINTS WHILE DESIGNING AN AD
  • PRODUCT CLASS DEFINITION
  • PRODUCT CHARACTERISTICS
  • BRAND FOUNDATIONS
  • TARGET AUDIENCE
  • MESSAGE ELEMENT
  • COMPETITIVE CHARACTERISTICS
the advertising process
THE ADVERTISING PROCESS

TACTICS

CREATIVE EXECUTION

BIG IDEA

ADVERTISING STRATEGY

the advertising process of thums up
THE ADVERTISING PROCESS OF THUMS UP
  • ADVERTISING STRATEGY (OR MESSAGE) has been to position itself as ‘strong-tasting cola for today’s young adult males’
  • BIG IDEA is to show macho celebrities performing adventurous actions
choice of stategic approaches
CHOICE OF STATEGIC APPROACHES
  • GENERIC APPROACH
  • UNIQUE SELLING PROPOSITION
  • BRAND IMAGE
  • POSITIONING
  • PREEMPTIVE CLAIM
  • RESONANCE
  • AFFECTIVE
generic approach
GENERIC APPROACH
  • Xerox
  • Dalda
  • Walkman
  • VIP
  • Dettol
  • Luna
  • Chiclet
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USP
  • Nokia – Durability
  • TATA Nano – Price
  • Dermi cool – Providing coolness
  • Pure it – No electricity required
positioning
POSITIONING
  • Bajaj pulsar – Definitely Male
  • Thums Up – Taste the Thunder
  • Volkswagen – Comfort
  • Tata Salt – “Desh ka Namak”
preemptive claim
PREEMPTIVE CLAIM
  • Colgate Salt – Salt based toothpaste
  • Amul Ice cream – Real Milk, Real Ice Cream
  • Anchor toothpaste – 100% veg
  • Maruti Swift with K-series engines
  • Toyota Innova – CRDi Engines
resonance
RESONANCE
  • Cadbury – Rakhi, diwali or maybe just a reason
  • Britannia Pure magic – Valentine’s Day
  • Archies Cards – Different Occasions
affective
AFFECTIVE
  • Asian Paints –

“HarGharKuchKehtaHai

“Some things in life deserves a royal wall”

  • Hutch –

Wherever you go our network remains

display copy
DISPLAY COPY
  • Subheads
  • Headlines
  • Taglines etc.

Attracts the attention of the viewer

taglines
TAGLINES
  • Memorable
    • Utterly, butterly delicious
  • Include brand name
    • Money Can’t buy everything, for everything else there’s mastercard
  • State prime benefit
    • ‘Fastest Indian’
  • Differentiate your brand
    • ‘75 years of stardom’
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Convey brand personality

    • Forever Sports
  • Communicate business strategy
    • ‘Think Investment, Think Kotak’
  • Watch word length
    • You and whirlpool. The world’s best homemakers
  • Rule of Three
    • ‘Fill it, shut it, forget it’
  • Meaning check
    • Growth is life – Reliance Industries
visuals
VISUALS
  • Snapshots of the product
  • Product in use
  • Close up of some critical part of the product
  • Kind of person who needs the product
  • Benefit of using
  • Ills of not using
  • Before and after/ With and without
  • Metaphor of the product
  • Comparison with competitor
  • Visual alone
thank you
THANK YOU
  • WISH YOU ALL A VERY BRIGHT FUTURE AHEAD
  • CATCH ME AT:-

www.souravraina.weebly.com

www.facebook.com/souravraina

souravraina89@gmail.com