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IMC Tools- Advertising

Presented by:Ravi Vardhan ReddyAbhishek GuptaNikhil R.Imran KhanLiao Yen Yen (Michelle)

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Any paid form of non-personal communication about an organization, product, service or idea by an identified sponsor.


OBJECTIVE OF ADVERTISEMENT

• Inform: To create awareness of the organization. What the product entails? How it can be used?

• Persuade: To convince customers to book at the organization now or in the future. To increase customer preference for the organization’s services.

• Reminder: To remind the consumer that the brand is around with its uses and benefits adding value to brand.

• Reinforcement: Assurance provided to the consumer they have made the right choice with choosing the best possible product in the category.


NewspapersNewspapers

MagazinesMagazines

RadioRadio

TelevisionTelevision

OutdoorOutdoor

InternetInternet

Alternative MediaAlternative Media

Major Types Major Types ofof

AdvertisingAdvertisingMediaMedia

Major Types Major Types ofof

AdvertisingAdvertisingMediaMedia


Types of Advertisement

• Informative advertisement- This advertisement figures heavily in the introduction stage of a product, where the primary objective is to build demand. Eg:

• Reminder advertisement- This advertisement is highly important in the mature stage of the product to keep the consumer thinking about the product.

Eg: Colgate, Fevicol.


• Retail Advertising- can be defined as covering all advertising by store that sell goods direct to the consumer. Eg: Big Bazaar- Wednesday Bazaar- Hafte ka sab se sasta din.

• Surrogate advertising- This advertisement comes with the same music and punch line as the one for the popular liquor brand telecast before the ban on liquor advertisement.

• Eg: Bagpiper- aap, main aur bagpiper club soda


• Covert Advertising- Covert advertising is when a product or brand is embedded in entertainment and media.

• Domino’s is known as much for the quality of its pizzas, as for its promise of “delivery within 30minutes or free”. Paresh Rawal seen in the movie happily munching on a Domino’s pizza.


• Brand Advertising- This helps in the long-term build up of a brand. They emphasis on the company’s logo and brand.


• Advocacy advertising- This advertising is used to publicize a particular cause. All the social ads fall into this category.

Eg: Sunday ya ho Monday, Roz khao AndeEg: Polio Eradication

New folder\Polio Eradication Programme in India--AD.mp4


ADVERTISING APPEAL

• Advertising appeals are designed in a way so as to create a positive image of the individuals who use certain products. Advertising agencies and companies use different types of advertising appeals to influence the purchasing decisions of people.


Different types of Advertising appeal

Emotional Appeal

An emotional appeal is related to an individual’s psychological and social needs for purchasing certain products and services. Many consumers are emotionally motivated or driven to make certain purchases.




Fear Appeal• Increases viewer interest in the ad and the

persuasiveness of the ad.

• Used with health and beauty products, idea marketing, insurance.

• Most experts believe that a moderate level of fear is most effective.


Moral Appeal

• These appeal are those appeals to the audience which appeal to their sence of right and wrong.

• This appeal mainly focused on prohibition, adult literacy, social forestry, anti smuggling, consumer protection etc.


Moral Appeal


Social Appeal:-

• Social factors cause people to make purchases and include such aspects as recognition, respect, etc.


HUMOR APPEAL

• Used in 30% of all advertisements.• Excellent at capturing attention.• Score high in recall tests.• Should be related directly to customer benefit. Or else, the joke can

overpower the message.• New folder\Award winning _ funny Indian ad for Glycodin.mp4• New folder\hair cut advertisement India, funny ads, India advertisement.mp4• New folder\McDonalds FUNNY AD.mp4


Adventurous Appeal

• This appeal is directed towards giving the impression that purchasing a product will change the individual’s life radically and fill it with fun, adventure and action.

• New folder\_Aaj Kuch Toofani Karthey Hain_ Thums Up AD - 1.mp4


Direct Appeal• This type of appeal are those appeals that

clearly communicate with the consumers about a given need followed by a message which extols the advertised brand which satisfy the need.


Masculine Appeal

Used in cosmetic or beauty products and also clothing. This type of appeal aims at creating the impression of the perfect person. The message is that the product will infuse the perfection or the stated qualities in you.New folder\Fair and Handsome Shahrkuh Khan Powerdar Hindi Ad.mp4


CONCLUSION

The most important step lies in deciding what your advertising should say and to whom it should say it. All you need to do is to decide who buys and uses your product and why. In order to spend your media dollars wisely, you must know what they read or watch so that they will see your ads.


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