Principles of Communication & Advertising Effectiveness

Karthik JeganathanPGDAM 2013-2014karthik@purplemango.co.in

What is Communication?Principles of CommunicationEffective CommunicationAdvertising CommunicationAdvertising Communication ModelAdvertising EffectivenessAchieving EffectivenessConclusion

Communication is a dynamic process that individuals use to exchange ideas, relate experiences and share desires through speaking, writing, gestures or sign language.

Communication is a two-way process of giving and receiving information through any number of channels. Whether one is speaking informally to a colleague, addressing a conference or meeting, writing a newsletter article or formal report, the following basic principles apply:

Know your audience.Know your purpose.Know your topic.Anticipate objections.Present a rounded picture.Achieve credibility with your audience.Follow through on what you say.

Communicate a little at a time.Present information in several ways.Develop a practical, useful way to get feedback.Use multiple communication techniques.

Communication is complex. When listening to or reading someone else's message, we often filter what's being said through a screen of our own opinions. One of the major barriers to communication is our own ideas and opinions

Exercise: Telegraph Game

People Remember10% of what they read20% of what they hear30% of what they see40% of what they hear and see

The average person sees an estimated five thousand ads per day. From commercials on television and pop-ups on the Internet to advertising on bathroom stalls and subway platforms, the messages are endless. Due to such super-saturation, it's not uncommon for most of these promotions to get lost in the clutter.

And that's why effective communication to a specific target audience is the key to making advertisements stand out and get results.

Good advertising and marketing communication is effective when it generates the advertiser’s desired response

Principle: The intended consumer response is the message’s objective, and the message is effective to the degree that it achieves this desired response.

To make attitudes more favourable to a particular product.To build an image for the product.To get across the idea of a unique productTo reduce existing negative attitudesTo keep building loyalty.To establish the brand and position it in a particular way, e.g. as warm and friendly

Start with a clear brief. Know what you are trying to achieveDon't try to be everything to everyone. Focus on your target audienceBe true to the brand – reflect the core valuesBe clear – creativity should enhance, not obscure meaning

Advertise in the right placesTest Your ads in advanceMonitor your ads