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Advertising Strategy used in some top ads
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Promotion Mix
Advertising
Personal Selling
Sales Promotion
Publicity
Direct Marketing
Major Decision Areas in Advertising Management
Setting Ad Objectives
Deciding Ad Budget
Developing Ad Message
Selecting Ad Media
Evaluating Ad Impact
HDFC Standard Life
Standing at the railway platform with his family a man welcomes his father.
As the old man prepares to get down, the son offers his hand for assistance.
But the father frowns back at him and proudly steps down on his own.
But the proud man is repulsed by his wife as he offers to help her get down.
HDFC Standard Life
Laughing as they proceed ahead, the young grandchild suddenly falls down.
The grandfather is about to rush to his help when the father stops him.
They watch proudly as the boy gets back on his feet.
MVO: "We value your self respect as much as your life. HDFC Standard Life Insurance.
Respect yourself.
A rickety bus drives down a dry muddy road.
One of the passengers, a girl takes a sip of her soft drink.
The next instant she feels the pitter-patter of rain outside and stretches out her neck to feel it.
Getting out of the bus, she starts dancing.
Limca
Limca
She again takes a sip from her Limca bottle.
She feels the fresh air on her face as the Limca continues to refresh her.
She hangs on to the bottle for the last sip.
And once again she feels the shower water on her.
Shot of two nurses on a round up of a children's ward
They pause at a bed that has a large patient under the sheets
Making sure that no one is looking at them, they remove the cover....
...and scream out in delight on finding a bike under it, "It's a boy! It's a boy
Bajaj Pulsar
Cut to a vrooming Pulsar. MVO: "180 cc, 15 BHP. Solid grip. Muscular style." It continues to...
...speed on a highway against the backdrop of a rough, rocky terrain andfinally screeches to a halt
Even as the two nurses saunter past the bike-stand looking fondly at the Pulsar,...
...it turns its head their way. MVO: "Bajaj Pulsar. Definitely male."
Bajaj Pulsar
A man rides into a petrol pump and parks his bike before a pump
More concerned with his hair he casually tells the waiting attendant, "Achcha voh dena
At a loss for the word the biker tries explaining, "Vohi yaar jo pani jaisa dikhta hai."
Yet again failing to get what this forgetful consumer wants, he repeats in his zombie like fashion, "Pani?"
Clueless as to what the customer is talking about, the poor guy asks puzzled, "Voh?"
Struggling to get it right, the man tries once again, "Arre voh jo botel mein le jate hain yaar."
Trying to make the best of the clue, he asks, "Doodh?"
Desperate, he finally hits on the right hint, "Jisse gaadi chalti hai."
With the mystery solved the amnesic gives an explanation, "Kya karoon yaar, jab se TVS Centra aayi hai, petrol ka naam hi bhool jata hoon."
MVO: "Nayi TVS Centra. Atyadhunick VT-i engine ka ajooba jo de sau kilometer prati litre."
All of a sudden the word dawns on the attendant and with a relieved voice he confirms, "Petrol?"
Before pushing off, the proud owner sumarises the best feature of the bike, Ek bar bharo, mahine bhar chalo."
Promotion
To inform
To educate
To entertain
To persuade
To remind
Types of Ad Appeals
Rational Appeals
Emotional Appeals
Fear Appeals
Humour Appeals
Celebrity Appeals
Common man Appeals
Testimonial Appeals
Celebrity Appeal
Uses
Establishes Credibility
Attracts Attention
Associative Benefit
Psychographic Connect
Demographic Connect
Mass Appeal
Disadvantages
Improper Positioning
Brand – celebrity disconnect
Clutter Flutter
Dissatisfaction with Product Performance / Quality
