About Advertising appeals

1. Creative Advertising
Topic: Effectiveness Of Advt.
By
Dr. Sandeep Kumar
(Assistant Professor)
(UIMS)
www.cuchd.in Campus: Gharuan, Mohali

2. • To understand Creative advertising.
• To be aware about concept of advertisement.
• To know the various aspects of advertising.
www.cuchd.in Campus: Gharuan, Mohali
Course Objective

3. – Students will be able to understand effectiveness of advt.
– Students will be able to Analyze effect of advt.
– Students will find out the process of advertising.
www.cuchd.in Campus: Gharuan, Mohali
Topic Objective

4. • Effective advertising is evaluated in terms of
impact it has on consumer response to the
message.
www.cuchd.in Campus: Gharuan, Mohali
Principles

5. • The model of advertising communication
translates the standards parts of a
communication model into the advertising
context.
• Begins with the advertiser(source) and ends
with the consumer or target
audience(receiver)
www.cuchd.in Campus: Gharuan, Mohali
Advertising Comm Model

6. www.cuchd.in Campus: Gharuan, Mohali
Advert. Comm Process
Source
(Advertiser)
Objectives
Message
(Encoding) by
Agency
Media Mix
(Channels)
Receiver
(Consumer)

7. • Hinders the consumer’s reception of the
message
• Public Opinion
• Marketing Strategy
• Competition
• Other Noises
www.cuchd.in Campus: Gharuan, Mohali
Noise: External

8. • Perceived Needs
• Information Processing
• Attitudes and Opinions
• Other Noises
www.cuchd.in Campus: Gharuan, Mohali
Noise: Internal

9. www.cuchd.in Campus: Gharuan, Mohali
Path Of Advt.
Path Goal Example Advertising’s
Objective
Think-feel-do Learning, interest computer game, CD,DVD Provide info.
Think-do-feel Learning,
understanding
College, computer,
vacation
Pro. Info.
Feel-think-do Needs Bike Create desire
Feel-do-think Wants Cosmetics, fashion Psychological appeal
Do-feel-think Impulse A candy bar, a soft drink Create brand
familiarity
Do-think-feel habit cereal Remind of
satisfaction

10. • Students understand various aspects of creative advising.
• Students became aware about advertising.
• Students came to know the creativity in advertising.
www.cuchd.in Campus: Gharuan, Mohali
Course Outcome

11. • Students gained basic understanding of “Advt Effect”.
• Students understood conceptual knowledge of process of
effect.
• Students gained understanding and functioning of creative
advt .
www.cuchd.in Campus: Gharuan, Mohali
Topic Outcome

12. • Process of Advertising.
• Advertising Effect.
• Tools and techniques of creative advertising.
www.cuchd.in Campus: Gharuan, Mohali
FAQ’S

13. • http://www.nielsen.com/in/en/solutions/advertising-
effectiveness.html
• https://www.managementstudyguide.com/advertising-
effectiveness.htm
www.cuchd.in Campus: Gharuan, Mohali
REFERENCES