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Advertising

Mrs Gopika Kumar

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Message strategy-Planning &

Development

Creativitymeans fresh,

unconventional, unique ideas but in

accordance with the targetaudience needs and clients

objectives.

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Message strategy-Planning &

Development

Rules lead to dull stereotyped advertising, andthey stifle creativity, inspiration initiative and

progress. The only hard and fast rule that I knowof in advertising is that there are NO RULES. NOFORMULAS. NO RIGHT WAY. Given the same

problem, a dozen creative talents would solve it adoze n different ways. If there was a sure fireformula for successful advertising, everyone

would use it. Then there would be no need forcreative people. We would simply programmerobots to create our ads and theyd sell loads of

products-to other robots.

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Message strategy-Planning &

Development

Creative Process:

1.Preparation:Gathering Information

2.Incubation: Letting ideas develop3.Illumination:Birth of an Idea

4.Verification:Refining and Polishing the Idea

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Message strategy-Execution &

Evaluation

Execution Appeals:

Rational AppealEmotional Appeal

Moral Appeal

Teaser Advertising AppealVerbal v/s Visual Appeal

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Message strategy-Execution &

Evaluation

Rational Appeals: Emotional Appeals:

Factual Message Appeal Slice of Life Appeal

Technical Evidence Lifestyle

Testimonial/Popularity Fantasy

Demonstration Animation

Comparison Dramatization

Favorite Price Positive-Love, HumourNews Negative-Fear, Guilt

Refutation Appeal Sex Appeal

One sided v/s Two Sided

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Message strategy-Execution &

Evaluation

Low Risk

Relief Purchases

(Salt, Detergent, Soap etc)

Low Risk

Reward Purchases

(soft drinks, icecream etc)

High Risk

Reward Purchases

(auto, jewellery etc)

High Risk

Relief Purchases

(computer, insurance etc)

Low

Involvement

High

Involvement

Informational Motives

(Think Category)

(Negative Motivations)

Transformational Motives

(Feel Category)

(Positive Motivations)

Rossiter-Percy Model

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Rational

Appeals:

TechnicalEvidence

Appeal

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Rational

Appeals:Testimonial

Appeal

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Rational

Appeals:Testimonial

Appeal

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Rational Appeals:

Comparison Appeal

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Emotional

Appeals:

Slice of Life

Appeal

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Emotional

Appeals:

Lifestyle

Appeal

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Emotional

Appeals:

Animation

Appeal

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Emotional

Appeals:

Dramatization

Appeal

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Emotional

Appeals:

Dramatization

Appeal

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Emotional

Appeals:

Dramatization

Appeal

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Emotional Appeals:

Negative-Fear,

Embarassment, shame etc

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Emotional

Appeals:

Negative-Fear,

Embarassme

nt, shameetc

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Emotional

Appeals:

Negative-Fear,

Embarassme

nt, shameetc

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Emotional

Appeals:

Negative-Fear,

Embarassme

nt, shameetc

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Emotional

Appeals:

Negative-Fear,

Embarassme

nt, shameetc

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Emotional Appeals:

Sex appeal

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Assignment

From your research on IIPM, take a step back and develop theBig Idea that IIPM needs. We have been using taglines likeDare to think beyond the IIMs.They have flaws and neither arewell-liked on campus. Come up with the new one. Develop itand then test it with a small convenience sample of current IIPM

students. Be sure to include some detail about what your bigidea means and why you chose that one for this assignment.

Or Create Print Ads for the following: Beauty Parlour

Coaching Service for Senior School Commerce students(Please mention what appeal you use)

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