Creative Strategy_Prof. Geet Kulkarni

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Dear students,

This slideshow shall give you an overview of how CREATIVELY you can plan your STRATEGY (Advertising) to achieve your Marketing goals.

Prof. Geet Kulkarni
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Creative Strategy_Prof. Geet Kulkarni

  1. 1. Strategy, Advertising appeals, Creative format & Creation stage. Lect. 14 & 15.
  2. 2.  In the earlier lectures, we have discussed:  Strategy is termed to be the approach taken to treat the marketing activity, to attain the expected result.  Creative imagination knows NO BOUNDARIES.  Ad copywriters are always creative writers as they think of couple of lines to covey the message
  3. 3.  Hutch service provider  Agency: O&M, mumbai – Piyush pandey & team  Brother is followed by little sister (symbolic mobile network)  - thn was the little sister was replaced by the dod – PUG   http://www.youtube.com/watch?v=2MHM9ktpp20&feature=related http://www.youtube.com/watch?v=Qedh62-LYiU  Pidilite – Fevicol  Agency: O&M, mumbai – Piyush pandey & team  Crowded village bus with roof top occupancy making the audience wonder – whether any of the traveller fall off from the bus? But then the camera goes to the fevicol panel stuck on the bus and there is a fevicol who have made every traveller on the roof stick to the bus.  http://www.youtube.com/watch?v=jTav-vdht0E  http://www.youtube.com/watch?feature=endscreen&NR=1&v=_CrFhD9Hw4I
  4. 4.  It provides guidelines for the ad specialists, involved in the production:  - To whom - target audience, what – Ad message, what manner – Ad copy  Creative objective:  Defines the creative output should look and what message the advertiser wants to convey  Target market:  After setting the creative objective, it is essential to identify the audience at which the message is to be targeted. It depends on – demographics (age, gender, sex, race, education, occupation, income) psychographics (social-class, religion, lifestyle, hobbies & personality) and geographic characteristics (place of residence of TG)  Primary selling proposition (PSP): Various benefits can be derived from the product. The PSP should be a benefit the target market is able to relate to. PSP differentiate the product from the competitors’ similar products. (eg- washing machine – PSP – washes clothes clean)
  5. 5.  Secondary selling proposition (SSP):  However, just the PSP is not sufficient for an advertisement and the SSP has to be selected. (eg – washing machine - SSP – eco friendly / consumes less water qty)  Support:  The fact that supports the point that PSP & SSP claims. It includes the facts & figures. The continuous R&D activities of the company to improve the product can also be highlighted in the advertisement.  Tone & Manner:  Prediction of – how the target audience will feel after viewing the ad. What may be the perception value that they might take out of the advertisement. Again it depends on / differs from target audiences’ demographics, psychographics and geographic characteristics. (aao banaye kuch behter - ???)
  6. 6.  A manner in which the advertising message is developed and expressed to derive a particular consumer response or influence the buying behaviour.  ADVERTISING APPEALS  RATIONAL/ LOGICAL EMOTIONAL APPEAL ADDITIONAL APPEAL  - Price appeal - Humour appeal - Star appeal  - Quality appeal - Fear appeal - Reminder ad  - Feature appeal - Music appeal - Teaser ad  - Competitive advt. - Sex appeal   - News apppeal - Product / Service popularity appeal
  7. 7.  Rational appeals:  Rational appeal is also called as a logical or informational appeal. They show features and attributes, which is very informative.  - Price appeal – These advertisement highlights more on the price aspect of the product advertised. (eg – Chota coke, chota perk, 2 shots in 2 rs) Recession tym.  - Quality appeal - This type of ad copy emphasize on the quality of the product. Products using this appeal should ideally be known for their good quality.  - Feature appeal – This type of appeal is being chosen for designing the ad for services, or by technical and high involvement products. (eg Hawkins – Mahima C.)  - Competitive advantage appeal – The comparison of the product is made with the leader in the industry. H&S – anti dandruff shampoo compared with others.  - News appeal – The advertisement talk about the news – new innovation technology / break through / achievement etc.  - Product / service popularity appeal – These ad shows the popularity of the brand within the target group. Eg – Malyalam manorama claims to be the most popular, preferred and leading newspaper in Kerala, stresses on its top position in the print ad. 
  8. 8. Emotional appeals:  Ads with emotional appeal uses human feelings like warmth, affection humour or fear to evoke the favourable response in the viewer.  - Humour appeal – Age factor to be considered and it helps in creating positive mood & people become receptive.  - Fear appeal - This type of ad copy emphasize on the safety aspect. Ads like healthcare, personal insurance takes this type of approach. Recall is HIGH.  - Music appeal – Music used in the advertising - background score, quality of voice over used. The music generally depends on the theme and the music or jingle iz often remembered by the viewer. (eg – Dairy milk, airtel)  - Sex appeal – Some of the advertisers use sexuality and nudity in advertisement to attract the attention of the viewers. Bisleri – play safe. (eg – Dairy-milk Silk, Axe deo, jockey – play to win).
  9. 9.  Other appeals:  Apart from the rational and emotional appeals, advertisers use many other types of appeals to attract the attention of the viewers. The following are some appeals:  - Star appeal – Famous personalities endorsing the product and talking about it. It should be taken care that the image of the endorser and the product goes well together (eg: Amitabh B. for Chyvanprash, Sachin for Boost)  - Reminder advertisements - Market is a place of innovation where many competitive products overlap any product doing good at a time. The purpose of the reminder ads is to remind that certain product still exists in the market. Some reminder ads are season based – Summer – Several drinks, rasna ads / Rainy – SUN umbrella print ads  - Teaser advertisement – This type of adverts give a short preview about a new launching product or event. A lot of curiosity at the initial stages means that the advertisement will attract the attention of the viewers. 

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