3rd unit
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  • 1. DESIGN AND EXECUTION OF ADVERTISEMENT Creating the Ad message1) Message strategy Ad appeal should have three characteristics Meaningful Believable Distinctive
  • 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. 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. 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. DESIGN AND EXECUTION OF ADVERTISEMENTCreative Process – Alex F. OsbornStep 1 – OrientationStep 2 – PreparationStep 3 – AnalysisStep 4 – IdeationStep 5 – IncubationStep 6 – SynthesisStep 7 – Evaluation
  • 6. DESIGN AND EXECUTION OF ADVERTISEMENTCreative Process – Young’ Five Step ModelStep 1 – ImmersionStep 2 – DigestionStep 3 – IncubationStep 4 – IlluminationStep 5 – Reality or Verification
  • 7. DESIGN AND EXECUTION OF ADVERTISEMENTCreative Process – Graham Wallas Four step ApproachStep 1 – PreparationStep 2 – IncubationStep 3 – IlluminationStep 4 – Verification