3rd unit

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3rd unit

  1. 1. DESIGN AND EXECUTION OF ADVERTISEMENT Creating the Ad message1) Message strategy Ad appeal should have three characteristics Meaningful Believable Distinctive
  2. 2. DESIGN AND EXECUTION OF ADVERTISEMENT2) Message Execution3) Selecting the Ad media Major StepsStep – 1 : Deciding on reach frequency and impact.Step – 2 : Choosing among major media typesStep – 3 : Selecting specific media vehiclesStep – 4 : Deciding on media timing
  3. 3. DESIGN AND EXECUTION OF ADVERTISEMENT CREATIVITY AND ITS PROCESSCreativity Meaning Creativity is probably one of the most frequently used terms in Ads circleSpecific challengesAgencies build – up the reputation for their creativity
  4. 4. DESIGN AND EXECUTION OF ADVERTISEMENTCreative process Its an approach to lead the advertisement to become successful.A creative individual is most likely to be one who canProduce large number of ideas quicklyIs originalAccepts personal impulsesAvoid early commitmentCapable of judging Independently
  5. 5. DESIGN AND EXECUTION OF ADVERTISEMENTCreative Process – Alex F. OsbornStep 1 – OrientationStep 2 – PreparationStep 3 – AnalysisStep 4 – IdeationStep 5 – IncubationStep 6 – SynthesisStep 7 – Evaluation
  6. 6. DESIGN AND EXECUTION OF ADVERTISEMENTCreative Process – Young’ Five Step ModelStep 1 – ImmersionStep 2 – DigestionStep 3 – IncubationStep 4 – IlluminationStep 5 – Reality or Verification
  7. 7. DESIGN AND EXECUTION OF ADVERTISEMENTCreative Process – Graham Wallas Four step ApproachStep 1 – PreparationStep 2 – IncubationStep 3 – IlluminationStep 4 – Verification

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