2. Introduction to Advertising
Today’s Lear ning Objectives
• Discuss the elements of great advertising.
• Concept of Advertising.
• Define advertising and identify nine types and four roles of
advertising.
• Function of Advertising.
• Practical Tips on Advertising.
3. WHAT IS ADVERTISING?
Advertising is Paid, Nonpersonal Communication
From An Identified Sponsor Using Mass Media
to Persuade or Influence an Audience.
4. WHAT DOES ADVERTISING MEAN?
Advertising Simply Means A Way Of Communication that reaches the
audience.
It Provides Information And Creates awareness Among People Relating
to a Product , Service or event.
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7. The AIDA Model Hierarchy
T h e s t e ps in v olv ed in a n A I D A m o del a r e:
Attention: The first step in marketing or advertising is to consider how to attract the
attention of consumers.
Interest: Once the consumer is aware that the product or service exists, the business
must work on increasing the potential customer’s interest level.
Desire: After the consumer is interested in the product or service, then the goal is to make
consumers desire it, moving their mindset from “I like it” to “I want it.”
Action: The ultimate goal is to drive the receiver of the marketing campaign to initiate
action and purchase the product or service.
10. REAN MODEL DEFINITION
REAN is a four -factor framework for mapping and analyzing marketing
activities, an d goal settin g . Stan d s for Reach , En gagem ent, Activation ,
an d Nu rtu re . Origin ally d evelop ed by Xavier B lan c for map pin g
activities . Popu larized by Steve Jacks on in th e Cult o f An alytics as a
way to analyze th e activities’ effectiven es s and d evelop KPI s (Key
Performan ce I n d icators ) .
11. REAN MODEL
Reach : Reach focu ses on activities n eed ed to rais e b ran d awaren es s
an d attract p eop le to th e b ran d .
E nga g e : En gagement focu ses o n activities need ed to imp rove
au d ien ce interaction with th e b ran d .
Acti vate : Activation focu s es on activities n eed ed to in creas e th e
number o f people takin g action .
Nur tur e : Nu rtu re focu s es on activities n eed ed to retain an d re -
en gage activated con s u mers .
12. What Makes an Ad Great?
Explicit objectives should drive the planning, creation, and
execution of each ad.
An ad is great to the extent that it achieves its objectives,
not because it wins awards.
Creativity for its own sake does not always lead to great
advertising.
13. Good or Great Ads Work on Two Levels
Achieve the Sponsor’s
Objectives
Satisfy the Customer’s
Objectives by Engaging
Them & Delivering a
Relevant Message
Characteristics of Great Ads
14. Purpose Of Advertising
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Delivering the proper message to customers
To convince customers that a company’s services or products are best.
Enhance the Image of company.
Demonstrate new uses for established products to hold existing customers
15. Interest
Knowledge
Attitude Change
Behavioral Change/ Trial
Repurchase/Commitment/
Reminder
Identify Personal Needs
Gather Relevant
Information
Support Risk Associated
With Attitude Change
Enhance Need Reduction
Reinforce Trial and
Need Reduction
Dual Process of Great Advertising:
Reaching Objectives
Advertising Objectives
Attention/ Awareness
Satisfy Curiosity/Memory/
Entertainment
Consumer’s Objectives
16. Broad Dimensions That
Characterize Great Advertising
Strategy Creativity
Execution
The Ultimate Test for the Greatness of An Ad is Whether It Achieved Its Goals.
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Practical Tips # 1
Measuring an Ad’s Success
• Consider one item as the measure of an ad’s success: How well does
it achieve its goals? Some typical goals include the following:
• Increased sales
• Attitude change
• Heightened brand awareness
18. Measuring an Ad’s Success
DAGMAR
• DAGMAR- DEFINING ADVERTISING GOALS FOR MEASURED
ADVERTISING RESULTS
• Russel H. Colley (1961) pioneered an approach known by the
acronym DAGMAR – Defining Advertising Goals for Measured
Advertising Results, where to establish an explicit link between ad
goals and ad results.
20. DAGMAR MODEL - AWARENESS
Awareness of the existence of a product or a service is needful before the purchase
behaviour is expected. The fundamental task of advertising activity is to improve the
consumer awareness of the product.
Once the consumer awareness has been provided to the target audience, it should
not be forgoten. The target audience tends to get distracted by other competing
messages if they are ignored.
Awareness has to be created, developed, refined and maintained according to the
characteristics of the market and the scenario of the organization at any given point of
time.
21. DAGMAR MODEL - COMPREHENSION
Awareness on its own is not sufficient to stimulate a purchase. Information and
understanding about the product and the organization are essential. This can be
achieved by providing information about the brand features.
Example: In an attempt to persuade people to budge for a new toothpaste brand, it
may be necessary to compare the product with other toothpaste brands, and
provide an additional usage benefit, such as more effective than other toothpaste
because it contains salt or that this particular toothpaste is a vegetarian toothpaste,
which will, in turn, attract more customers.
The objective is to provide all the information about the product.
22. DAGMAR MODEL - CONVICTION
Conviction is the next step where the customer evaluates different products and plans
to buy the product. At this stage, a sense of conviction is established, and by creating
interests and preferences, customers are convinced that a certain product should be
tried at the next purchase.
At this step, the job of the advertising activity is to mould the audience’s beliefs and
persuade them to buy it. This is often achieved through messages that convey the
superiority of the products over the others by flaunting the rewards or incentives for
using the product.
The objective is to create a positive mental disposition to buy a product.
23. DAGMAR MODEL - ACTION
This is the final step which involves the final purchase of the product. The objective is
to motivate the customer to buy the product.
24. Seven major types of advertising appeals
F E A R
H U M O R
S E X
M U S I C
R A T I O N A L I T Y
E M O T I O N S
S C A R C I T Y
25.
26. Emotional Appeal
A n e m o t i o n a l a p p e a l i s r e l a t e d t o a n i n d i v i d u a l ’s p s y c h o l o g i c a l a n d
s o c i a l n e e d s f o r p u r c h a s i n g c e r t a i n p r o d u c t s a n d s e r v i c e s .
For example : JOHNSON AND JOHNSON
27. 1) Fear Emotional Appeal - Fear has been found to force
individuals to “to break from routine and pay close
attention to the external world,” including persuasive
messages .
Advertisers sometimes use fear appeals to evoke this
emotional response and arouse consumers to take
steps to remove the threat.
For example- Life Insurance and sun screen
lotion .
28. 2. POSITIVE EMOTIONAL APPEAL
Positive emotions like- humor, love, care, pride, or joyare shown in
advertisements to appeal audience to buy that product.
Pride Appeal - Micromax Unite 2 appeals to pride in
one’s mother tongue.
Which provide 21 languages in one phone along with the tagline “Apni
Matra Bhasha ki aazadi”
29. 3) NEGATIVE EMOTIONAL APPEAL
This appeal includes fear, guilt, and shame to get
people to do things they should or stop.
For example :Tobacco kills
30. 4) Humor Emotional Appeal
Humor appeal causes consumer to watch advertisement, laugh on it, and most
important is to remember advertisement and also the product connected with
humor.
For example-
Happydent - Happydent White Ad - Won Cannes Award for Action,
Kit Kat - Dancing Babies Commercial,
Feviquick - Ad India vs Pakistan-Todo Nahi Jodo-SlowmMotion
31. MORAL APPEALS
• Moral appeals are directed to the consumes’ sense of what is right and proper. These are
often used to exhort people to support social and ethical causes.
Types of Moral Appeal are as follows:
Social awakening and justice : - e.g. boys freedom , satyamev Jayate
Cleaner and safe environment : - e.g. Satyamev Jayate Season
Protection of consumer rights and awakening
32. Other Type of Appeals
Reminder Appeal - Advertising using reminder appeal has the objective of
building brand awareness.
For example- IPO, income tax, pulse polio awareness
33. Teaser Advertising
Teaser Advertising - Advertisers introducing a new product often use this
appeal. It is designed to build curiosity, interest and excitement about a
product or brand. For example- Ponds ad of Saif & Priyanka
34. Musical Appeals
Music can be used as types of advertising appeals as i
thas a certain
intrinsic value and can help in increasing the persuasiveness of the
advertisement. It can also help catch attention and increase
customer recall.
The Idea- ‘Honey Bunny’ jingle is in a very funny voice and well rhymed. It is equal to a
song, and because of that customers register it easily.
35. Transformational Appeal
Transformational Appeal - The idea behind
this appeal is that it can actually make the
consumption experience better.
For example- Amway products
36. Comparison Appeal
Comparison Appeal - In this appeal a brand’s ability to satisfy
consumers is demonstrated by comparing its features to those of
competitive brands. For example- Tide & Surf.
37. Direct Appeal
Direct Appeals - Direct appeals clearly communicate with
the consumers about a given need. These extol the
advertised brand as a product which satisfies that need.
38. Indirect Appeal
Indirect Appeals - Indirect appeals do n
o
t emphasize a
human need, but allude to a need.
39. Social Appeal:-
Social factors cause people to make purchases and
include such aspects as recognition, respect, etc.
40. Bandwagon Appeal
This type of advertising appeal is meant to signify that since everybody
is doing something you should be a part of the crowd as well. It appeals
towards the popularity aspect or coolness of a person using that
particular product/service.
Here McDonald appeals to its customers that they
have served millions and billions of customers. This encourages the
customers to try out McDonald product
42. Roles of Advertising
Marketing Role
Communication Role
Economic Role
•Marketing is the process a business
uses to satisfy consumer needs and
wants through goods and services.
Societal Role
•Advertising is a form of mass
communication.
•Two main views about advertising,
either the market power model or the
economics of information theory.
•Informs us about new and
improved products, teaches us how
to use these innovations, etc.
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Provide Product &
Brand Information
Provide Incentives
To Take Action
Provide
Reminders and
Reinforcement
Advertising
Performs 3 Basic
Functions
Functions of Advertising
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45. Product life cycle and Advertising
As the product passes through various stages of their life cycle the manner in which
the advertising presents the product to target audience.
Based on the concept of product life cycle , one may differentiate three stages:
1. The introductory stage
2. The competitive stage
3. The reminder stage
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47. TYPES OF ADVERTISING OBJECTIVE
INFORMATIVE ADVERTISING
◦ New Product, New Service, New
Features, Re-Launch
PERSUASIVE ADVERTISING
◦ Comparative Ads
REMINDER ADVERTISING
◦ Continuous Ads
Ex: Coca Cola
48. INFORMATIVE ADVERTISING
Building A Brand And Company Image
Telling The Market About A New Product
Explaining How The Product Works
Suggesting New Usage Of A Product
Informing The Market Of A Price Change
Describing Available Services And Support
Correcting False Impression
49. PERSUASIVE ADVERTISING
Building Brand Preference
Encouraging Switching To Your Brand
Persuading Customers To Purchase New
Convincing Customers To Tell Others About The Brand
50. REMINDER ADVERTISING
Maintaining Customer Relationship
Reminding Consumers That The Product May Be Needed In The
Near Future
Reminding Consumers Where To Buy The Product
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Practical Tips # 2
Ogilvy’s Advertising Tenets
• Here are some advertising tenets that David Ogilvy offers:
• “Never write an advertisement you wouldn’t want your own family to read.”
• “The most important decision is how to position your product.”
• If nobody reads or looks at the ads, “it doesn’t do much good to have the right
positioning.”
• “Big ideas are usually simple ideas.”
• “Every word in the copy must count.”
