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Advertising • Characteristics of Good Advertising – Should be of interest to audience – The audience should interpret the message in the intended manner – Should influence the audience

Characteristics of good advertising

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Page 1: Characteristics of good advertising

Advertising

• Characteristics of Good Advertising – Should be of interest to audience– The audience should interpret the message in the

intended manner– Should influence the audience

Page 2: Characteristics of good advertising

• Attitude Change – A central Theme in advertising– The traditionally accepted view of attitude is that it is

made up of three interrelated components – cognitive, affective and cognitive. The cognitive component deals with cognition, or knowledge; it is the faculty of knowing or perceiving or conceiving ideas; it is the sphere that deals with knowledge. The affective component deals with affections/emotions. For example, feelings of like an dislikes towards objects are dealt on the affective plane. And the cognitive component deals with behavior or action. These three components together shape what is know as attitude.

Page 3: Characteristics of good advertising

• Source/Endorser/Spokesperson– Celebrities as endorsers– Chief executive as endorser – Employees as endorsers– Customers as endorsers

Page 4: Characteristics of good advertising

• The message– The message Structure: • Order of presentation

– The message appeal:• Rational Appeal • Emotional Appeal

Page 5: Characteristics of good advertising

• Competitive advertising (brand to brand comparison)

• 23 vitamins of Complan, 4 minute Maggi

Page 6: Characteristics of good advertising

• Emotional Appeal – There is a little bit of SAIL in everybody’s life – Humor appeal – fevicol– Fear Appeals – loss/damage in terms of money,

health and prestige– United India assurance – tonight sleep better than

your neighbor

Page 7: Characteristics of good advertising

• Main decision Areas in marketing– Advertising objectives can be set around four

broad themes • Behavioral constructs – Generating trial purchases and

store visits• Attitude – attitude change and attitude measurement• Awareness – creating awareness about new products• Product positioning and brand building

Page 8: Characteristics of good advertising

• Deciding advertising Budget – Competitive Party – Affordability – A fixed percentage turnover– Budget based on functions to be performed

Page 9: Characteristics of good advertising

• Deciding the Copy – Main steps in copy development – The fact finding Stage – The idea finding Stage – Idea behind Sunsilk and Lux– Testing the copy – post tests and pre-tests

Page 10: Characteristics of good advertising

• Keep message simple and short – Copy decisions linked to advertising objectives,

budget, and media choice– One has to be careful about claims

• Deciding the Media