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Ad presentation 1
Ad presentation 1
Ad presentation 1
Ad presentation 1
Ad presentation 1
Ad presentation 1
Ad presentation 1
Ad presentation 1
Ad presentation 1
Ad presentation 1
Ad presentation 1
Ad presentation 1
Ad presentation 1
Ad presentation 1
Ad presentation 1
Ad presentation 1
Ad presentation 1
Ad presentation 1
Ad presentation 1
Ad presentation 1
Ad presentation 1
Ad presentation 1
Ad presentation 1
Ad presentation 1
Ad presentation 1
Ad presentation 1
Ad presentation 1
Ad presentation 1
Ad presentation 1
Ad presentation 1
Ad presentation 1
Ad presentation 1
Ad presentation 1
Ad presentation 1
Ad presentation 1
Ad presentation 1
Ad presentation 1
Ad presentation 1
Ad presentation 1
Ad presentation 1
Ad presentation 1
Ad presentation 1
Ad presentation 1
Ad presentation 1
Ad presentation 1
Ad presentation 1
Ad presentation 1
Ad presentation 1
Ad presentation 1
Ad presentation 1
Ad presentation 1
Ad presentation 1
Ad presentation 1
Ad presentation 1
Ad presentation 1
Ad presentation 1
Ad presentation 1
Ad presentation 1
Ad presentation 1
Ad presentation 1
Ad presentation 1
Ad presentation 1
Ad presentation 1
Ad presentation 1
Ad presentation 1
Ad presentation 1
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Ad presentation 1

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This is the first part of the ad presentation made by Ms. Sagarika Golder for our CIA

This is the first part of the ad presentation made by Ms. Sagarika Golder for our CIA

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  • Caputre attention - tell the market about the product , and build awareness of both the product and the company. Arouse and hold interest - maintains interest and awareness of a well established product in the market. It is often used to remind consumers of the Brand Make a useful lasting impression - encourage the target audience to switch brands, make the purchase, and create a preference in the market for the product as opposed to its competition
  • Transcript

    • 1. Definition of advertising
      • Any paid form of non personal presentation and promotion of ideas, goods and services through mass media by an identified sponsor .
      • (Philip Kotler).
    • 2. Major objectives Advertising Psychology
    • 3. MASLOW’S Hierarchy Of Needs Safety Needs Belongingness & Love Needs Physiological Needs Esteem Needs Self- Actualization
    • 4. food
    • 5. clothing
    • 6. shelter
    • 7. air
    • 8. water
    • 9. rest
    • 10. exercise
    • 11.
      • Food
      • Shelter
      • Clothing
      • Air
      • Water rest
      • Exercise
      Physiological Needs : Level One
    • 12. safety
    • 13. security
    • 14. protection
    • 15. Freedom from fear
    • 16.
      • Safety
      • Security
      • Protection
      • Freedom from Fear
      Safety Needs: Level Two
    • 17. love
    • 18. affection
    • 19. friendship
    • 20. belongingness
    • 21.
      • love
      • Affection
      • Friendship
      • belongingness
      Communal Needs : Level Three
    • 22. confidence
    • 23. Self respect
    • 24. status
    • 25. recognition
    • 26.
      • Internal
        • Confidence
        • Self respect
      • External
        • Status
        • recognition
      Esteem Needs : Level four
    • 27. Maximizing one’s potential
    • 28. Fulfilling innate aspirations
    • 29.
      • Maximizing one’s potential
      • Fulfilling innate aspirations
      Self actualisation Needs : Level five
    • 30. Pathos (Emotional appeal) An appeal to positive emotion like happiness.
    • 31. Pathos (Emotional appeal) An appeal to negative emotion like fear and guilt
    • 32. Pathos (Emotional appeal) An appeal to negative emotion like fear and guilt
    • 33. Logos (Rational appeal) An appeal to logic or reason using statistics or "straight facts" .
    • 34. Ethos (Moral appeal) An appeal to credibility or character which will try to convince you that the company is more reliable, honest, and credible; therefore, you should buy its product. Often, a celebrity endorses a product to lend it more credibility.
    • 35. Persuasive Advertising Techniques
    • 36. 1. Hi ----- 2. Trust Me ----- 3. You Need ----- 4. Hurry ----- 5. Buy 1. Attention-Getting 2. Confidence-Building 3. Desire-Stimulating 4. Urgency-Stressing 5. Response-Seeking
    • 37. Rational appeal
      • High quality
      • Low price
      • Long life
      • Performance
      • Ease of use
      • Economy/ Value for money
      • Scientific Evidence
    • 38. High quality
    • 39. Low price
    • 40. Long life
    • 41. Performance
    • 42. Ease of use
    • 43. Economy/ Value for money
    • 44. Scientific Evidence Scientific Evidence uses the paraphernalia of science (charts, graphs, etc.) to “prove” something that is often bogus. Statistics and factual information can be used to prove the superiority of the product.
    • 45. Emotional Appeals
      • Personal
      • Safety/Security
      • Fear
      • Love/ Affection
      • Humor
      • Happiness/ Joy
      • Nostalgia/Sentiment
      • Excitement
      • Sorrow/grief
      • Pride/Achievement/ambition
      • Self-esteem/ Actualization
      • Pleasure/Comfort
      • Sex
    • 46. Security The commercial draws on viewers' fears that their jobs, families, or lives may be in danger if they don't buy the product.
    • 47. Fear
    • 48. Advertising Psychology Fear Message appeal
    • 49. Advertising Psychology Fear
    • 50. Love/affection Using sentimental images (especially families, kids and animals) to sell products.
    • 51. Humor Humor is a powerful tool of persuasion. If you can make people laugh, you can persuade them.
    • 52.  
    • 53. Nostalgia
    • 54. Excitement
    • 55. Sorrow/ Grief
    • 56. Pride/ achievement
    • 57. Self- esteem
    • 58. Pleasure/ Comfort
    • 59. Sex Sells Using sexually charged images to sell a wide variety of products.
    • 60. Sex Sells
    • 61. Emotional Appeals
      • Social
      • Recognition
      • Status
      • Respect
      • Involvement
      • Embarrassment
      • Affiliation/belonging
      • Rejection
      • Acceptance/Approval
    • 62. Recognition
    • 63. Status/Snob Appeal Arouses the desire to achieve status or wealth or to feel superior.
    • 64. Respect
    • 65. Involvement
    • 66. Embarrassment

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