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UNIT 3
CREATIVE STRATEGY
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ADVERTISING APPEALS
Advertising appeals influence the purchase
decision rationally or emotionally.
Appeals are developed on the basis of buyingmotives.
There are 5 types of advertising appeals.
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TYPESOFADVERTISINGAPPEALS
RATIONAL
EMOTIONAL
POSITIVE EMOTIONAL APPEAL
NEGATIVE EMOTIONAL APPEAL
MORAL
DIRECT
INDIRECT PRODUCT ORIENTED APPEAL
CONSUMER ORIENTED APPEAL
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RATIONAL APPEALS
Functional benefits of the product are
highlighted
Product oriented appeal
High quality appeal
Long life
Low price
Ease to usePerformance
Resale value
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EMOTIONAL APPEALS
Emotions are those mental agitations or excitedstate of feeling, which prompt to make a
purchase.
Positive appeal uses the strategy of reducing apersons anxiety about buying and using aproduct.
Negative appeals uses the strategy of increasinga persons anxiety about buying and not using a
product.
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POSITIVE EMOTIONAL APPEALS
It includes the appeal for:::
love
Humour
Pride
Prestige
Joy
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NEGATIVE EMOTIONAL APPEAL
Fear appeal is the most important
Medical or life insurance
Loss of property
There is a relationship between fear level and
message acceptance.
More familiarity leads to more emotionMore repetition allows forming emotion
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MORAL APPEALS
Sense of right and wrong
Social causes such as:
Adult literacy
Social forestry
Anti smuggling
Consumer protectionRural development
Equal rights for women
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DIRECT ADVERTISING APPEALS
That clearly communicate with the consumers
Its highlights the brand which satisfy the need.
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INDIRECT ADVERTISING APPEALS
It do not emphasize a human need
It can be product oriented or consumer oriented
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PRODUCT ORIENTED APPEALS
Tend to be more rational or informational in
nature
Feature oriented
Usage oriented
Product comparison
Product competitive advantage appeal
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CONSUMER ORIENTED APPEALS
It tend to be more benefit oriented and more
emotional
Attitude oriented
Life style oriented
Image oriented
Sub conscious oriented
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CREATIVE TACTICS
The creation process involve TV and print
advertisement.
An advertising medium used to carry the
message from the sender to receiver.
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PRINT ADVERTISEMENTS
It includes newspapers and magazines
NEWSPAPERS
It is classified on the basis of language,
frequency of publication and time of publication.
There are daily newspapers, eveningnewspapers, Sunday newspapers, some
specialized newspapers.
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MERITS OF NEWSPAPERS
Geographical selectivity
They can be used on a daily basis
They appeal to the entire family
Relatively low cost
They can emphasize the local news appeal
They are very flexible
They reach all economic classes
They provide intensive coverage of the cities and
surrounding areas.
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DEMERITS OF NEWSPAPERSFor products purchased by a specific class, there
is considerable waste circulation.
Impact of advertisement may be small
The paper and printing techniques may make
them unsatisfactory for products that require
special color and other featuresHave a very shorter life although they reach all
classes of people.
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MAGAZINE
Other form of print media
It appeals to particular people in in all kinds of
communities
It offers high quality paper and printing
Different types: women magazine, professional,
trade, consumer magazines etc.
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MERITS OF MAGAZINES
High quality paper and printing
Magazines tend to kept longer and may read
repeatedly.
Well defined target market.
Long life
It is possible to use a variety of colors andprinting techniques.
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DEMERITS OF MAGAZINESNo daily news
If there is no national or international
distribution it will be a waste
The advertiser cannot communicate the message
frequently as the magazines are published
weekly , monthly, quarterly and annually.
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TELEVISION
The most rapid growth of any advertising
medium.
TV appeals to both the senses sound and sight
It produce high impact commercials
It build a prestige image of the product and its
sponsors
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MERITS
It has a broad reach
It has a deep impact sound, sight, motion, color
It has the ability to demonstrate the operations
and the utility of the product.
It has a great frequency
It has more prestige than its competitive media
It is highly flexible.Mass communication
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DEMERITS It is highly perishable.
High cost
It does not allow to do other work
It restricts itself to typical purchases
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ADVERTISINGRESEARCHAdvertising is expensive.
Research is needed to furnish the information
that drives marketing and advertising decisionmaking.
Advertising research is a subset of marketing
research.
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FOURCATEGORIESOFADVERTISING
RESEARCH
1. Advertising strategy research.
2. Creative concept research
3. Pre testing of advertisement
4. Post testing of advertisement
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ADVERTISINGSTRATEGYRESEARCH
TIMING: Before creative work begins.
RESEARCH PATTERN: Product positioning,
target audience, selection media, selection
message, selection
TECHNIQUES: Consumer attitude and usage
studies
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CREATIVECONCEPTRESEARCH
TIMING: Before agency production begins.
RESEARCH PATTERN: Concept testing, name
testing, slogan testing.
TECHNIQUES: Free association tests,qualitative interviews, sentence completion
tests.
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PRE - TESTING
TIMING: Before finishing art work and
photography.
RESEARCH PATTERN: Print testing, story
board pre testing, radio commercial testing.
TECHNIQUES: Consumer panels, matched
samples, portfolio tests, story board tests,
psychological rating scales.
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POST - TESTING
TIMING: After campaign has run.
RESEARCH PATTERN: Advertising
effectiveness, customer attitude.
TECHNIQUES: Aided recall, unaided recall,attitude tests, inquiry tests, sales tests.
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THANK YOU