1. Creative Approaches
What kind of appeal should the ad utilize :
Competitive comparison approach & refutational
Emotional approach (fear or humor)
Endorser (expert or celebrity)
Comparative advertising
Two or more named or recognisable brands of the same product class are compared
and the comparison is made in terms of one or more product attributes. The comparisons
are Implicit(brands implied but not named) and Explicit(brands named).
The effectiveness of comparative ads sometimes lies not in raising the preference ratings
of the advertised brand but in lowering the preference ratings of the comparison brand.
If attention and recall are used as the measures of ad effectiveness, various studies have
shown that comparative ads do usually get more attention and higher recall than non
comparative ads. Increased information of comparative ads should be beneficial to
consumers and increase the choice of better decision making.
Problems
If the ad is being run on TV or Radio there is confusion as to who is sponsoring the ad.
Research suggests that direct com ads from a small share market follower is least likely to
lead to higher awareness , whereas a market leading high share brand has the most to lose
from a direct com ad (free awareness).
Com ads often evoke an unfavourable attitudinal reaction because they stimulate more
CA’s by consumers. From a strategic viewpoint com ads is more appropriate for market follower
than for leader brands.
Inoculative ads. Utilizes the principle of inoculation in medicine. The objective is to
inoculate the audience with small doses of the offending campaign (competitor arguments)
so that when the full campaign hits they will be less susceptible and resistant to those
arguments
Emotion evoking approaches: are most suitable when the product category is one where
buying is based on a feeling benefit (LI with small pleasures like candy or soda and Highly
involving feelings associated with products like perfume, gold or sports cars).
Endorsers are often used in testimonial advertising.
Refutational ads involves explicitly stating competitive claims and then refuting them(sprite)

2. Copywriting
Advertising writing is called copy. Copy writers should listen to how people talk. They should
be tuned to current expression and fads. They should understand technical communication as
well as street language.
Approaches
Factual & straight forward: These advts are usually factual and convey information without any
gimmicks and embellishments. They are rational rather than emotional. Facts are presented in a
straight forward manner. B-2-B is generally factual in tone.
Demonstrations: The demonstration focuses on how to use the product. The product’s strength
take the centre stage. In demonstration seeing is believing, so conviction is the objective. Demos
can be a very persuasive technique.
Comparisons: A comparison contrasts 2 or more products and usually finds the advertisers
brand more superior. The comparison can be direct or indirect in which a competitor is
mentioned with just a reference ” other leading brands”. A direct comparison has to be handled
carefully if it is a category leader
Playlets: Are short dramas that employ a specific formula messages to convey a message.
They can use any number of appeals from fear to family love to sex to humor. Humor is often
used in the hope that goodwill and positive feelings generated by the message will carry over
to the product.
Problem - solution approach: Depicting the problem and the product as a solution.
Slice of life: A problem solution message built around some common everyday situation.
Spokesperson: Using a person to speak on behalf of the product.
1. A created character
2. A celebrity Film star or a cricketer
3. An authority figure Ex. Doctor
4. A typical user who represents as closely as possible the targeted audience.

3. The Nokia concept store invites you to experience the future right in your neighbourhood.
In a world, where technology is touching every aspect of our lives, the future promises to be exciting
What if you could catch glimpses of this future in your neighbourhood? Touch, feel and experience
the power of tomorrow’s technology at the new Nokia concept store.
Live demonstrations by trained personnel
Experience the latest from the world of Nokia

4. SWITZERLAND
Rado Stores:New Delhi:C-18, Connaught Place 43575253,Noida: Great India Palace Mall
Shop No 121, Ist Floor, 4210120/1, Guargon , Ambience Mall G-6, Ground Floor, Nh8
4665607 Kolkata: Forum Mall, Shop No.204-205,3058884, Mani Square Mall .
Mumbai :L.T. Road Borivili 43575253,Nariman Point: Great India Palace Mall
Shop No 121, Ist Floor, 4210120/1, Hyderabad , Ambience Mall G-6, Ground Floor,

5. GEORGE CLOONEY’S CHOICE
JAMES BOND’S CHOICE.
OMEGA BOUTIQUES:
Bangalore UB City 40982106* Chennai 42316336* Delhi C.P. 41513255
Swiss made since 1848
Mumbai CR2 Mall 66550351* Grand Hyatt Plaza 30602002

6. THE NEW 41 MM DAY-DATE II.
REDESIGNING SUPREMACY.
Fifty years after the original Day-date was creaed, the
EVEROSE GOLD. Day-Date ii is the result of the continuous evolution of a
classic. In a larger, 41 mm size, it’s available with a new range
ALCHEMY BY ROLEX of dials. Inside, its new Parachrom hairspring and
paraflex shock absorbers make it more reliable than ever.
Both inside and out, the Day-Date ii is the embodiment of the
In its search for the perfect lasting colour, Rolex put its foundry
innovation and luxury of a Rolex. The Day-Date ii, exclusively
to work and created an exclusive alloy. Everose Gold. The colour of
available in platinum or 18 ct white, yellow and Everorse gold.
regular pink gold tends tends to fade over time as it is exposed to the
environment particularly chlorine found in the sea and swimming
pools. The 18 ct Everose gold beads pictured here contain
platinum, the most noble of all metals. The platinum protects the
alloy from the elements and locks in the colour. The exclusive
colour of 18 ct everose gold marries perfectly with the steel of
Rolesor models. Tests specificaly developed for this new alloy
all prove the same thing: that your Rolex will remain as beautiful as
the day you first set eyes on it . Discover more at rolex.com
ROLEX.COM
OYSTER PERPETUAL DAY-DATE II

7. EVEROSE GOLD.
ALCHEMY BY ROLEX
In its search for the perfect lasting colour, Rolex put its foundry
to work and created an exclusive alloy. Everose Gold. The colour of
regular pink gold tends tends to fade over time as it is exposed to the
environment particularly chlorine found in the sea and swimming
pools. The 18 ct Everose gold beads pictured here contain
platinum, the most noble of all metals. The platinum protects the
alloy from the elements and locks in the colour. The exclusive
colour of 18 ct everose gold marries perfectly with the steel of
Rolesor models. Tests specificaly developed for this new alloy
all prove the same thing: that your Rolex will remain as beautiful as
the day you first set eyes on it . Discover more at rolex.com
JAMES BOND’S CHOICE.
SWITZERLAND
Rado Stores:New Delhi:C-18, Connaught Place 43575253,Noida: Great India Palace Mall
Shop No 121, Ist Floor, 4210120/1, Guargon , Ambience Mall G-6, Ground Floor, Nh8
OYSTER PERPETUAL DAY-DATE II
4665607 Kolkata: Forum Mall, Shop No.204-205,3058884, Mani Square Mall .
Mumbai :L.T. Road Borivili 43575253,Nariman Point: Great India Palace Mall
Shop No 121, Ist Floor, 4210120/1, Hyderabad , Ambience Mall G-6, Ground Floor,

8. TV commercial: Colgate toothpaste
2. A man comes and clowns in front of her — “door
1. Vo: Ek thi Rajkumari Jo kabhi hasti nahi
se log aaye par usey hasna na paaye”.
thi---(Translation: once upon a time there was a
(Translation: people came from far away, but no
princess who never used to smile---)
could make her smile
4.One man saw the problem. “ dentist se darthi
3.Despite all efforts, she refused to smile
ho na ? (Translation: You are scared of the
dentist, aren’t you?)
6.Calcium aur minerals yukt colgate daant banaye
5. He tells her,”par tumhare paas hai daaton ke sadan
strong aur de sadan se maximum suraksha”(trans
se best suraksha” (translation: but you have the best
lation: Colgate with calcium and minerals, makes
protection against tooth decay)
teeth strong and gives you maximum protection
against tooth decay.)
8.VO: Colgate, Swast daant, bani rahe zindagi ki
7.The little girl smiles as her fears disappear
muskaan. ( Translation: Colgate: healthy teeth,
makes your smile stay for life.

9. TV commercial: Lux
2.Two males admire them from the audience, one of them
1. A carnival in progress, two girls are
raves about the girl’s skin
dancing onstage---
4.But it is the other girl(and not Aishwarya Rai)
3.The other man(in the jacket) and the viewers presume
who beckons to them
he is talking about Aishwarya Rai
5.Vo:” Orchid phul aur jojoba oil se racha naya Lux 6.The jacketed man climbs on stage and announces,
orchid”(translation: New Lux orchid, created with meet my wife!
orchid flowers and jojoba oil)
8.”Naya Lux Orchid. Mujhme star jagaye(transl-
7. All break into smiles as the girls continue dancing
ation: New Lux Orchid. Awakens the star within me.)

10. TV commercial: Peter England shirts and trousers
1. A woman is talking into her mobile phone to 2. A well dressed young man is sitting alone
her mother about the prospective groom whom in the same restaurant–
she is to meet in the restaurant.
3. The young woman continues into 4. She goes across and introduces herself,
the phone, “I think I have spotted him!” Then asks if he is, “Ravi ?”
5.The man appears confused 6. She asks him how he finds India, after
having lived abroad.
7. Shots of the man in different shirts and trousers. 8. Just then the ‘real’ Ravi arrives, only to find
Vo: Peter England shirts and trousers. By that he has lost his girl to the Peter England man.
international designers. In international styles Vo: Peter England. Honestly Impressive.