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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