Characteristics of good advertising


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  • This was really useful for me. But I was looking for the properties of Good Advertising Copy. Not the characteristics of Good Advertising. :(

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Characteristics of good advertising

  1. 1. Advertising<br />Characteristics of Good Advertising <br />Should be of interest to audience<br />The audience should interpret the message in the intended manner<br />Should influence the audience<br />
  2. 2. Attitude Change – A central Theme in advertising<br />The traditionally accepted view of attitude is that it is made up of three interrelated components – cognitive, affective and cognitive. The cognitive component deals with cognition, or knowledge; it is the faculty of knowing or perceiving or conceiving ideas; it is the sphere that deals with knowledge. The affective component deals with affections/emotions. For example, feelings of like an dislikes towards objects are dealt on the affective plane. And the cognitive component deals with behavior or action. These three components together shape what is know as attitude. <br />
  3. 3. Source/Endorser/Spokesperson<br />Celebrities as endorsers<br />Chief executive as endorser <br />Employees as endorsers<br />Customers as endorsers <br />
  4. 4. The message<br />The message Structure: <br />Order of presentation <br />The message appeal:<br />Rational Appeal <br />Emotional Appeal <br />
  5. 5. Competitive advertising (brand to brand comparison)<br />23 vitamins of Complan, 4 minute Maggi<br />
  6. 6. Emotional Appeal <br />There is a little bit of SAIL in everybody’s life <br />Humor appeal – fevicol<br />Fear Appeals – loss/damage in terms of money, health and prestige<br />United India assurance – tonight sleep better than your neighbor <br />
  7. 7. Main decision Areas in marketing<br />Advertising objectives can be set around four broad themes <br />Behavioral constructs – Generating trial purchases and store visits<br />Attitude – attitude change and attitude measurement<br />Awareness – creating awareness about new products<br />Product positioning and brand building <br />
  8. 8. Deciding advertising Budget <br />Competitive Party <br />Affordability <br />A fixed percentage turnover<br />Budget based on functions to be performed <br />
  9. 9. Deciding the Copy <br />Main steps in copy development <br />The fact finding Stage <br />The idea finding Stage <br />Idea behind Sunsilk and Lux<br />Testing the copy – post tests and pre-tests <br />
  10. 10. Keep message simple and short <br />Copy decisions linked to advertising objectives, budget, and media choice<br />One has to be careful about claims <br />Deciding the Media <br />