Advertising and sales promotion 3

ADVERTISING AND SALES

PROMOTION-3

FROM STRATEGY TO CAMPAIGN

Creativity in strategy

A quality posses by persons that enables them to

generate novel approaches in situations, generally

reflected in new and improved solutions to

problems.

Fresh

Unique

Appropriate ideas

TYPES OF ADVERTISING APPEALS

FEAR

HUMOR

SEX

MUSIC

RATIONALITY

EMOTIONS SCARCITY

FEAR

EX of Sweekar Refined oil

Bournvita

https://www.youtube.com/watch?v=ANUyrUgpOhA

HUMOUR

Three impacts;

1. watch

2. Laugh

3. Remember

https://www.youtube.com/watch?v=me8sKOkIybw

SEX

Female models

Partial nudity

Ads of dio

https://www.youtube.com/watch?v=LZxRiNY6ZDE

MUSICAL APPEALS

Honda ads

https://www.youtube.com/watch?v=dr0zF3Lr1w4

Increases retention and word of mouth

Recall of visual and emotional

RATIONAL APPEAL

Ex govt tax collection

Benefits of financial products

Policy bazzaar

EMOTIONAL APPEALS

B2B ads in US

Tv ads

Brand loyalty

EXECUTIONAL FRAMEWORK

Manner in which an AD appeal is presented.

Animation- Digital media is evolving.

Rotoscoping is the process of placing hand drawn

Characters digitally into live sequences.

Vodafone,amron batteries

SLICE OF LIFE

1.Encounter

2.Problem

3.Interaction

4.Solution

Provide solutions to everyday problems.

DRAMITIZATION

Intensity and story format

Similar to slice of life

TESTIMONIALS

When customer shares feedback positive.

Specially for newly launched product

Hair shampoo by actresses

AUTHORIATIVE

Ex indian dental organisation by colgate

Products advantage over other products by

doctors,lawers

DEMONSTRATION

;eureka forbes

B2B as it shows how it is solving problems.

FANTASY

INFORMATIVE

SOURCES AND SPOKESPERSONS

Celebrities

CEOs

Experts

Typical persons

CREATING AN ADVERTISEMENT