Ad presentation 1

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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
  • Ad presentation 1

    1. 1. Definition of advertising <ul><li>Any paid form of non personal presentation and promotion of ideas, goods and services through mass media by an identified sponsor . </li></ul><ul><li>(Philip Kotler). </li></ul>
    2. 2. Major objectives Advertising Psychology
    3. 3. MASLOW’S Hierarchy Of Needs Safety Needs Belongingness & Love Needs Physiological Needs Esteem Needs Self- Actualization
    4. 4. food
    5. 5. clothing
    6. 6. shelter
    7. 7. air
    8. 8. water
    9. 9. rest
    10. 10. exercise
    11. 11. <ul><li>Food </li></ul><ul><li>Shelter </li></ul><ul><li>Clothing </li></ul><ul><li>Air </li></ul><ul><li>Water rest </li></ul><ul><li>Exercise </li></ul>Physiological Needs : Level One
    12. 12. safety
    13. 13. security
    14. 14. protection
    15. 15. Freedom from fear
    16. 16. <ul><li>Safety </li></ul><ul><li>Security </li></ul><ul><li>Protection </li></ul><ul><li>Freedom from Fear </li></ul>Safety Needs: Level Two
    17. 17. love
    18. 18. affection
    19. 19. friendship
    20. 20. belongingness
    21. 21. <ul><li>love </li></ul><ul><li>Affection </li></ul><ul><li>Friendship </li></ul><ul><li>belongingness </li></ul>Communal Needs : Level Three
    22. 22. confidence
    23. 23. Self respect
    24. 24. status
    25. 25. recognition
    26. 26. <ul><li>Internal </li></ul><ul><ul><li>Confidence </li></ul></ul><ul><ul><li>Self respect </li></ul></ul><ul><li>External </li></ul><ul><ul><li>Status </li></ul></ul><ul><ul><li>recognition </li></ul></ul>Esteem Needs : Level four
    27. 27. Maximizing one’s potential
    28. 28. Fulfilling innate aspirations
    29. 29. <ul><li>Maximizing one’s potential </li></ul><ul><li>Fulfilling innate aspirations </li></ul>Self actualisation Needs : Level five
    30. 30. Pathos (Emotional appeal) An appeal to positive emotion like happiness.
    31. 31. Pathos (Emotional appeal) An appeal to negative emotion like fear and guilt
    32. 32. Pathos (Emotional appeal) An appeal to negative emotion like fear and guilt
    33. 33. Logos (Rational appeal) An appeal to logic or reason using statistics or &quot;straight facts&quot; .
    34. 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. 35. Persuasive Advertising Techniques
    36. 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. 37. Rational appeal <ul><li>High quality </li></ul><ul><li>Low price </li></ul><ul><li>Long life </li></ul><ul><li>Performance </li></ul><ul><li>Ease of use </li></ul><ul><li>Economy/ Value for money </li></ul><ul><li>Scientific Evidence </li></ul>
    38. 38. High quality
    39. 39. Low price
    40. 40. Long life
    41. 41. Performance
    42. 42. Ease of use
    43. 43. Economy/ Value for money
    44. 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. 45. Emotional Appeals <ul><li>Personal </li></ul><ul><li>Safety/Security </li></ul><ul><li>Fear </li></ul><ul><li>Love/ Affection </li></ul><ul><li>Humor </li></ul><ul><li>Happiness/ Joy </li></ul><ul><li>Nostalgia/Sentiment </li></ul><ul><li>Excitement </li></ul><ul><li>Sorrow/grief </li></ul><ul><li>Pride/Achievement/ambition </li></ul><ul><li>Self-esteem/ Actualization </li></ul><ul><li>Pleasure/Comfort </li></ul><ul><li>Sex </li></ul>
    46. 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. 47. Fear
    48. 48. Advertising Psychology Fear Message appeal
    49. 49. Advertising Psychology Fear
    50. 50. Love/affection Using sentimental images (especially families, kids and animals) to sell products.
    51. 51. Humor Humor is a powerful tool of persuasion. If you can make people laugh, you can persuade them.
    52. 53. Nostalgia
    53. 54. Excitement
    54. 55. Sorrow/ Grief
    55. 56. Pride/ achievement
    56. 57. Self- esteem
    57. 58. Pleasure/ Comfort
    58. 59. Sex Sells Using sexually charged images to sell a wide variety of products.
    59. 60. Sex Sells
    60. 61. Emotional Appeals <ul><li>Social </li></ul><ul><li>Recognition </li></ul><ul><li>Status </li></ul><ul><li>Respect </li></ul><ul><li>Involvement </li></ul><ul><li>Embarrassment </li></ul><ul><li>Affiliation/belonging </li></ul><ul><li>Rejection </li></ul><ul><li>Acceptance/Approval </li></ul>
    61. 62. Recognition
    62. 63. Status/Snob Appeal Arouses the desire to achieve status or wealth or to feel superior.
    63. 64. Respect
    64. 65. Involvement
    65. 66. Embarrassment

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