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evaluation of advertisement by some basic principle
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Evaluation ofAdvertisements
Ashish Kumar | Roll No. 13Gasna M H | Roll No. 21
Introduction | Key terms |
Advertisement |Functions of Advertisement |
Evaluation of Advertisement |Evaluation of Print Ad |
Evaluation of Video Ad |Conclusion |Discussion |
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PresentationOutline
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Introduction
| Global village| Increased competition| Media Explosion| Consumer awareness
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Key words
Marketing | Marketing mix |
4Ps |5Ps |7Ps |
Promotion |Advertisement |
“Marketing is the activity, set of institutions and processes for creating, communicating, delivering and exchanging offerings that have value for customers, clients, partners and society at large” – American Marketing Association[AMA]
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Marketing
• 4Ps: E Jerome McCarthy – 1960– Product, Price, Place, Promotion
• 5Ps:– Product, Price, Place, Promotion, People
• 7Ps:– Product, Price, Place, Promotion, People, Physical
Environment, Process
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Marketing mix
–An important element of marketing mix– Includes;• Direct Marketing• Personal Selling• Advertisements• Sales promotion• Publicity• Interactive or Internet marketing
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Promotion
• Advertisement is an important means to Inform and influence potential customers, of products & services.
• Part of Promotion• Promotion is an important element in the
Marketing mix
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Advertisement
According to the American Market Association, Advertisement is defined as any paid form of non- personal presentation and promotion of
ideas, goods and services by an identified sponsor.
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Definition of Advt.
• Primary Functions– Beneficial to the Seller
• Secondary Functions– Beneficial to the buyer– Social Benefits
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Functions of Advt.
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Evaluation ofAdvertisements
Print media• Certain widely accepted criteria:– Headline– Creativity– Tagline / Motto – Body – Visual elements/ illustration/ Appeal– Layout
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Evaluation ofAdvertisements
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• Caption – Extremely catchy• Creativity – Excellent, Strong Picturisation• Simple Layout • Reinforcement – Mini USB with large storage• Product is displayed in the advert• Ad clearly shows what it wants to convey• Visual elements portrayed – very strong• The USP is the message of the advert. –
“Store the Impossible”15
Evaluation ofPrint ad
• Some widely accepted criteria:
– Unique Selling Proposition (USP)– Dramatization– Jingle/ background score– Initial attention grabbing element- first mental
image of the advertisement– Simplicity– Lasting impression– Retention
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Evaluation ofDigital ad
• Office stationary• National reach• Satirical representation of the Sati system• “Permanence” is the USP• Very well dramatized• Ad gets registered in viewers mind – product
too.
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Digital ad [contd..]
Evaluation of
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Conclusion
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Discussion
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