The document discusses the key elements of promotional planning in advertising, focusing on the importance of source credibility, message structure, and appeal in communication. It highlights the role of celebrity endorsers, factors affecting their effectiveness, and various types of message appeals such as comparative, fear, humor, and emotional appeals. Additionally, it examines the communication process, emphasizing the impact of source attributes and message presentation on consumer comprehension and attitudes.

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3. Promotional Planning
1 2 3 4
Receiver/ Message/ Source/
Channel/ntation
Comprehension Channel/ yielding attention
presentation
Can the Which media What type of Who will be
receiver will increase message will effective in
comprehend presentation? create getting
the ad? favorable consumers’
attitudes? attention?

4. The Communication Process:
This process has three main Factor
• Source Factor
Source Credibility
Source Attractiveness
Source Power
• Message Factor
Message Structure
Message Appeal
• Channel factor

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Source attribute Process
Power Compliance
Attractiveness Identification
Credibility Internalization

6. Source:
The term source in advertisement account for the person involved in
communicating a message either directly or indirectly.
Direct Source:
It is a spokesperson who delivers a message & demonstrate a product
or services.
Like Sachin in Aviva
Indirect Source:
Here modal doesn’t actually deliver a message but draw attention to
enhance the appearance of ad
Like Ad of PP jewelers, Sachin on Jaypee cement
Mix Source:
Here there is no direct or indirect source. source is organization itself
Like: HCL, Tata group

8. Source Credibility:
Recipient see source as
knowledgeable, skillful, experienced &
Trustworthy
Consumer make strong trust on source, so
information given by source should be
unbiased, objective & trustworthy
He/she should be honest, ethical, Believable
Like: AB, Sachin,
Following two main factor comes under credibility

9. Source Credibility
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Knowledge
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Source Skill
Expertise
Trustworthy
Information Unbiased
Objective

10. Applying Expertise:
People believe those person easily, having deep expertise
in respected field & on the basis of his opinion, it
become belief. Hence marketer rope this kind of
person
Like Tiger woods on nike ad
Applying Trustworthiness:
While expertise is important but at the same time the
target audience also want the source should be
believable
Like News of Times(yes), News of India TV(No)

11. Source Characteristics:
It is used by the advertiser frequently. It comprises three factor
Similarity:
Marketer recognize those person whom they feel sense of similarity.
Here the need of communicator is same as the need of consumer.
Like : Tiger woods in Nike
Familiarity:
It refers the knowledge of source & how familiar the source is with this
knowledge
Like: Knowledge of SRK & Aamir Khan in entertainment
Likability:
Here marketer identify the celebrity who has power to stop the
crowed.
Like: AB, Katrina, Sachin, SRK, Amir Khan

12. Source Attractiveness
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Similarity Familiarity Likeability
Resemblance Knowledge of the Affection for the
between the source through source resulting
source and repeated or from physical
recipient of the prolonged appearance, beha
message exposure vior, or personal
traits

14. Top Celebrity Endorsers
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Top Male Endorsers
• Tiger Woods
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• Michael Jordan
• David Beckham
• Lance Armstrong
Top Female Endorsers
• Maria Sharapova
• Jennifer Lopez
• Jessica Simpson
• Venus/Serena
Williams
• Annika Sorenstram

15. Popular Celebrities Help Attract Attention to
Commercials
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16. Factor to be consider before roping Celebrity:
• Overshadowing the product
• Overexposure
• Target Audience reach
• Risk to Advertiser

17. Pierce Brosnan and Anna Kournikova
Why use celebrity spokespersons?
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19. Advertising Risks of Using Celebrities
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The celebrity may overshadow
. the product being endorsed
The celebrity may be overexposed,
reducing his or her credibility
The target audience may not be
receptive to celebrity endorsers
The celebrity’s behavior may pose
a risk to the company

20. Source Power:
A source has power when he/she actually
endorse the thing. According to circumstances
& condition source may get +ve or –ve
response
Like: Sachin loose Britannia contract after early
exit of the world cup cricket.

21. Source Power
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. Perceived Perceived Perceived
control concern scrutiny
Compliance

22. Source Power
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23. Energy & Power – The Athlete and the Product
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24. Yao Ming is a Popular Endorser in China
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25. Message Factor:
Way of presentation of communication is very
important to determine their effectiveness. It
consists of two parts
• Message Structure
• Message Appeal

26. Message Structure:
It is very important for marketer how to design
the message structure & present it to
consumer, by the same time marketer has to
overcome the situation also. It has three
factor
Order of presentation:
Conclusion Drawing:
Message Sidedness:

27. Message Structure
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. Order of Presentation
Recall
Beginning Middle End

28. Order of presentation:
When to present the message
Message at beginning & last time make good
impact compare to middle
Like: Reliance network ad

29. Conclusion Drawing:
• It is about open end & close end message
• Both open & Close end are effective
• No conclusion on open end
• Strong conclusion in close end

30. Conclusion Drawing
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31. Like:
Close End question
Advertisement of Airtel, Samsung etc, Close
Open End Question
Advertisement of melody chocolate & Soya milk

32. .
. Melody itni chocolaty kyon hai, Melody khao
khud jan jao
How did you know you like water before you
try it
Soya Milk

33. Message Sidedness:
There are two types of message sidedness
One sided Message:
It consists only positive benefits or character of
the product.
Like: all general ad, Rin, Liril, Reliance, Airtel

34. Two sided message:
• It consists both positive & negative character
of the product
• It is more effective when target audience is
educated
• It enhance the credibility of source

35. .
. Like:
Buckley’s cough syrup:
its taste awful, but it works
Kimti hi sahi, bachche aur parivar ke liye
samjhouta nahin.
ZANDU: CHAYVANPRASH

36. Message Sidedness
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37. Message Appeals:
The choice of appeal is one of the most important &
tedious work for marketer. It is designed
according to logical as well other important
factor. There are following types of appeal
followed by marketers
• Comparative Appeal
• Fear Appeal
• Humor Appeal
• Emotional Appeal

38. Message Appeal Options
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Comparative Fear Humor
. Ads Appeals Appeals
• Especially useful • May stress physical • Can attract and
for new brands danger or threats to hold attention
health
• Often used for • Often the best
brands with small • May identify remembered
market share social threats
• Put consumers in a
• Used often in • Can backfire if level positive mood
political of threat
advertising is too high

39. Comparative Appeal:
In this practice the marketer directly or
indirectly use the name of competitors for
comparing the advertisement. In general it
happens for the new brand & Politics.
Like: TVS & Bajaj
Coca Cola & Pepsi
Rin vs Tide

41. Miller Lite’s Comparative Advertising
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42. Fear Appeal:
• Emotional response of threats that express some
danger
• Company sometime use fear appeal to provoke
consumer to erase their fear.
• Low level fear attract the customer to take it as
challenge way
• High level of Appeal may prove lethal
Like:
Cigarette advertisement
Advertisement of Mountain Dew

44. Humor Appeal :
• Strong way to attract the customer
• Presented mostly through TV, Radio
• Sometime in Newspaper
• Advertiser use different kind of character to
attract the customer
• Different voice or shape can be used
Like: Zoo zoos of Vodafone

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50. Emotional Appeal:
• Best way to attract the people
• Show the scene of Bound
• Mostly target audience are family
Like: Ad of ICICI, BSNL, MasterCard

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Personal Nonpersonal
•Flexible • No personal
contact
•Powerful
• Geared to a large
•Real time audience
• Static

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53. The Image of a Magazine Can Enhance an Ad
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