advertising guest lecture
TRANSCRIPT
-
8/7/2019 ADVERTISING GUEST LECTURE
1/32
-
8/7/2019 ADVERTISING GUEST LECTURE
2/32
-
8/7/2019 ADVERTISING GUEST LECTURE
3/32
Advertising is a form ofcommunication intendedto persuade an audience (viewers, readers or
listeners) to purchase or take some action upon
products, ideas, or services
-
8/7/2019 ADVERTISING GUEST LECTURE
4/32
` INFORM
Let the people know what the product is.
`
PERSUADEInduce the people to buy.
` REMINDWhen customers know about the your product.
` REINFORCEYou have made the right choice.
-
8/7/2019 ADVERTISING GUEST LECTURE
5/32
-
8/7/2019 ADVERTISING GUEST LECTURE
6/32
-
8/7/2019 ADVERTISING GUEST LECTURE
7/32
-
8/7/2019 ADVERTISING GUEST LECTURE
8/32
-
8/7/2019 ADVERTISING GUEST LECTURE
9/32
` PRODUCTCLASS DEFINITION
` PRODUCTCHARACTERISTICS
` BRAND FOUNDATIONS
`
TARGETAUDIENCE` MESSAGE ELEMENT
` COMPETITIVE CHARACTERISTICS
-
8/7/2019 ADVERTISING GUEST LECTURE
10/32
TACTICS
CREATIVE EXECUTION
BIGIDEA
ADVERTISING
STRATEGY
-
8/7/2019 ADVERTISING GUEST LECTURE
11/32
` ADVERTISING STRATEGY (OR MESSAGE) has been
to position itself as strong-tasting cola for todays young
adult males
` BIG IDEA is to show macho celebrities performing
adventurous actions
-
8/7/2019 ADVERTISING GUEST LECTURE
12/32
` GENERICAPPROACH
` UNIQUE SELLING PROPOSITION
` BRAND IMAGE
` POSITIONING
` PREEMPTIVE CLAIM
` RESONANCE
`
AFFECTIVE
-
8/7/2019 ADVERTISING GUEST LECTURE
13/32
` Xerox
` Dalda
` Walkman
` VIP
` Dettol
` Luna
` Chiclet
-
8/7/2019 ADVERTISING GUEST LECTURE
14/32
` Nokia Durability
` TATANano Price
` Dermi cool Providing coolness
` Pure it No electricity required
-
8/7/2019 ADVERTISING GUEST LECTURE
15/32
` Bajaj pulsar Definitely Male
` Thums Up Taste the Thunder
` Volkswagen Comfort
` Tata Salt Desh ka Namak
-
8/7/2019 ADVERTISING GUEST LECTURE
16/32
` Colgate Salt Salt based toothpaste
` Amul Ice cream Real Milk, Real Ice Cream
` Anchor toothpaste 100% veg
` Maruti Swift with K-series engines
` Toyota Innova CRDi Engines
-
8/7/2019 ADVERTISING GUEST LECTURE
17/32
-
8/7/2019 ADVERTISING GUEST LECTURE
18/32
` Asian Paints
Har Ghar Kuch Kehta Hai
Some things in life deserves a royal wall
` Hutch
W
herever you go our network remains
-
8/7/2019 ADVERTISING GUEST LECTURE
19/32
-
8/7/2019 ADVERTISING GUEST LECTURE
20/32
-
8/7/2019 ADVERTISING GUEST LECTURE
21/32
-
8/7/2019 ADVERTISING GUEST LECTURE
22/32
UNCONVENTIONAL
APPROACH
-
8/7/2019 ADVERTISING GUEST LECTURE
23/32
-
8/7/2019 ADVERTISING GUEST LECTURE
24/32
-
8/7/2019 ADVERTISING GUEST LECTURE
25/32
-
8/7/2019 ADVERTISING GUEST LECTURE
26/32
-
8/7/2019 ADVERTISING GUEST LECTURE
27/32
-
8/7/2019 ADVERTISING GUEST LECTURE
28/32
` Subheads
` Headlines
` Taglines etc.
Attracts the attention of the viewer
-
8/7/2019 ADVERTISING GUEST LECTURE
29/32
Memorable
Utterly, butterly delicious
Include brand name
Money Cant buy everything, for everything elsetheres mastercard
State prime benefit
Fastest Indian
Differentiate your brand
75 years of stardom
-
8/7/2019 ADVERTISING GUEST LECTURE
30/32
` Convey brand personality
ForeverSports
` Communicate business strategy
ThinkInvestment,Think Kotak
` Watch word length
You and whirlpool. The worlds best homemakers
` Rule ofThree
Fill it, shut it, forget it
` Meaning check Growth is life Reliance Industries
-
8/7/2019 ADVERTISING GUEST LECTURE
31/32
Snapshots of the product
Product in use
Close up of some critical part of the product
Kind of person who needs the product Benefit of using
Ills of not using
Before and after/ With and without
Metaphor of the product
Comparison with competitor
Visual alone
-
8/7/2019 ADVERTISING GUEST LECTURE
32/32