Product advertisement

1. Product advertisement
Group members
Ali Ousja 2015-ag-1332
Muhammad ZubairAkbar 2015-ag-2700
Awon Ali Khan 2015-ag-1003

2. Advertisement
DYPEE

3. Content
1. Product introduction
2. DYPEE advertisement
3. Message in the advertisement
4. The Semiotic Perspective
5. Symbolic meaning of this DYPEE Ad
6. TargetAudience/ Market
7. Response process
8. Alternative Response Hierarchies
9. The FCB Planning Model

4. DYPEEAdvertisement

5. DYPEE message in advertisement
Witten and graphical form of encoding
Ads help customers Recognize Problems..
Telling viewers that DYPEE is the product which gives your baby a comfortable
sleep
And also tells the benefit of DYPEE
1. Baby sleep well with DYPEE
2. Care >>> protection from rashes
3. Baby sleeps well = It positively effects your baby’s health

6. DYPEE message in ad
• According the Maslow hierarchy of needs.
• (Social needs) of parents (Physiological need) of the baby in addition to the
gentleness of the product

7. Symbolic meaning of this DYPEE Ad
Model
Product
Setting
Statement
Tag line

8. What advertisement do
• Attention Grabbing
• Interesting/ Likeability
• Fresh/ Unique
• Memorable
• Frames a brand experience
• Relevant to the target audience
• Achieves what it sets out to achieve

9. The Semiotic Perspective
The encoding process leads to the development of a message that contains
information or meaning the source hopes to convey.
Symbolic meaning that might be conveyed in a communication, words, gestures,
signs, products, symbols – acquire meaning. every marketing message has three
components:
• Object – (DYPEE diapers) product or brand that is the focus of the message
• Sign or symbol – (comfortably sleeping baby ) sensory imagery that represents the
intended meanings of the object
• Interpretant –(Parents) intended meaning is comfortable sleep, health for neonatals.

10. Target Audience / Market
• Through this ad we are targeting
• Niche markets: smaller, well-defined markets consisting of customers who have similar
needs (Parents as customers ) (babies as consumers)
• Through our product we provide solution and ease the pain

11. The Response Process
Personal
selling Advertising Adoption Advertising

12. Alternative Response Hierarchies
High Low
HighLow
Topical Involvement
Perceivedproduct
differentiation
Learning
model
Low involvement
model
Dissonance/
attribution model
Cognitive
Affective
Conative
Conative
Affective
Cognitive
Cognitive
Conative
Affective
learn feel do
do feel learn
Learndofeel

13. The Dissonance/Attribution Hierarchy = do feel learn sequence.
Occurs when consumers must choose between two alternatives that are similar in quality but
are complex and may have unknown attributes
. Focus of mass media should be on reducing dissonance after purchase.

14. The FCB Planning Model
1
Informative
The Thinker
3
Habit
Formation
The Doer
Thinking Feeling
Low
Involvement
2
Affective
The Feeler
4
Self-
Satisfaction
The Reactor
High
Involvement

15. According to FCB grid are using the Affective (the feeler ) promotional strategy
AffectiveThe feelers– for highly involved/feeling purchases.
These types of products is advertised stressing psychological and emotional motives.