Advertising is crucial and very creative job. Advertising as a medium can be used for different purposes such as to inform, persuade the consumers with a view to influence their psychology and behavior
28. The Advertising Message
The Advertising Appeal
The Advertising Message Type
The Message – WHAT TO SAY.....
To generate some consumer response or to influence consumer
feelings towards a Product, Service or a Cause
30. The Advertising Message - TYPES
Generic Message
Generic message makes NO claim of superiority over a rival product
Generic message can be effective when the intention is to
educate and create informed customer base
Generic message are effective when advertiser is market leader
34. The Advertising Message - TYPES
Pre-emptive Message
Pre-emptive message makes a claim of superiority over rivals
35. The Advertising Message - TYPES
Unique Selling Proposition Message
Unique Selling Proposition message makes a distinctive
claim of superiority over rivals
36. The Advertising Message - TYPES
Positioning Message
Positioning message makes a distinctive claim of superiority over rivals
by pitting the strengths of the advertiser’s product against the
weaknesses of the rival product
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38.
39. The Advertising Message - TYPES
Brand Image Message
Brand Image Message focuses not on the product but on
brand experience
40.
41.
42.
43. The Advertising Message - TYPES
Resonance Message
Resonance Message speaks of life experiences, lifestyle or core beliefs
These messages help people to identify themselves with the message
44.
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46. The Advertising Message - TYPES
Affective Message
Affective Messages create feeling based responses such as
Love, Fear, Anxiety, Happiness, Shock, Pride etc.
53. Can emotional & rational appeals be
used in a single ad message?
54. Flip through a copy of newspaper.
Identify the message strategy of
each advertisement
Assignment
Generic Message
Pre-emptive Message
Unique Selling Proposition
Positioning Message
Brand Image Message
Resonance Message
Affective Message
55. The Advertising – Execution Style
The Execution – HOW TO SAY.....
The Execution style, also called the executive format is the
manner in which an ad appeal is presented.
56. The Advertising Execution - STYLES
Straight Talk
Slice of Life
Storytelling
Testimonials
Authoritative
Demonstration
Comparison
Teasers
Humour
Spokesperson
Animation
Musical
Fantasy
Shocking
57. The Advertising Execution - STYLES
Straight Talk
Presents factual details (attributes) of a Product or Service
58. The Advertising Execution - STYLES
Authoritative
Use of findings as expert organization or professional to
deliver a compelling message
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59. The Advertising Execution - STYLES
Comparison
Use of findings as expert organization or professional to
deliver a compelling message
60. The Advertising Execution - STYLES
Humour
Benefits of using a Humour style
Downside of using Humour style
61.
62. The Advertising Execution - STYLES
Animation & Story telling
Used to express complex ideas may be fantasy that
appeals to a younger audience
65. The Advertising Execution - STYLES
Spokesperson
What are the advantages of using a Spokesperson style?
66. The Advertising Execution - STYLES
Spokesperson - benefits
To grab ATTENTION
To establish CREDIBILITY
Brand ENDORSEMENT & ASSOCIATION
Increase LIKENESS
Increase RECALL VALUE