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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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