Advertising is crucial and very creative job. Advertising as a medium can be used for different purposes such as to inform, persuade the consumers with a view to influence their psychology and behavior

7. CR IV
E
DVERTISING

8. Creativity is the ability to develop
IDEAS that are NOVEL and USEFUL

9. Creativity
NEW
ORIGINAL
USEFUL

10. Creativity
Marketing & Advertisement

12. Marketing & Advertisement is about how to convey the
message that provoke the desirable response
from the target audience

13. Because you’re worth it
The tone of the message sets deep associations
Very difficult to forget

14. Marketing&
Advertising Grab ATTENTION
Make it MEMORABLE
Make it INTERESTING
Create a brand EXPERIENCE
Achieve the set RESULT

15. Marketing & Advertisement Creative Team
develops the Advertisement concept

16. Objectives of Advertising

17. INFORM

18. PERSUADE

19. BUZZ

20. INDUCE DEMAND

21. REINFORCE

22. REINFORCE

23. CHANGE PERCEPTION

24. CHANGE PERCEPTION

25. CHANGE ATTITUDE

26. DIFFERENTIATE

27. The Advertising Message

28. The Advertising Message
The Advertising Appeal
The Advertising Message Type
The Message – WHAT TO SAY.....
To generate some consumer response or to influence consumer
feelings towards a Product, Service or a Cause

29. The Advertising Message - TYPES
Generic Message
Pre-emptive Message
Unique Selling Proposition
Positioning Message
Brand Image Message
Resonance Message
Affective Message

30. The Advertising Message - TYPES
Generic Message
Generic message makes NO claim of superiority over a rival product
Generic message can be effective when the intention is to
educate and create informed customer base
Generic message are effective when advertiser is market leader

31. Generic Message works well when presented as a surprise or shocking

32. Generic Message works well when presented as a surprise or shocking

33. Generic Message works well when presented as a surprise or shocking

34. The Advertising Message - TYPES
Pre-emptive Message
Pre-emptive message makes a claim of superiority over rivals

35. The Advertising Message - TYPES
Unique Selling Proposition Message
Unique Selling Proposition message makes a distinctive
claim of superiority over rivals

36. The Advertising Message - TYPES
Positioning Message
Positioning message makes a distinctive claim of superiority over rivals
by pitting the strengths of the advertiser’s product against the
weaknesses of the rival product

39. The Advertising Message - TYPES
Brand Image Message
Brand Image Message focuses not on the product but on
brand experience

43. The Advertising Message - TYPES
Resonance Message
Resonance Message speaks of life experiences, lifestyle or core beliefs
These messages help people to identify themselves with the message

46. The Advertising Message - TYPES
Affective Message
Affective Messages create feeling based responses such as
Love, Fear, Anxiety, Happiness, Shock, Pride etc.

49. The Advertising Message - TYPES
Generic Message
Pre-emptive Message
Unique Selling Proposition
Positioning Message
Brand Image Message
Resonance Message
Affective Message

50. What type of appeal is this Coca Cola ad:
Rational or Emotional?
More Choices, Less Calories

51. Ads with Rational appeals are more
effective than ads with Emotional
appeals?

52. Under what circumstances
Ad should have Emotional appeal?

53. Can emotional & rational appeals be
used in a single ad message?

54. Flip through a copy of newspaper.
Identify the message strategy of
each advertisement
Assignment
Generic Message
Pre-emptive Message
Unique Selling Proposition
Positioning Message
Brand Image Message
Resonance Message
Affective Message

55. The Advertising – Execution Style
The Execution – HOW TO SAY.....
The Execution style, also called the executive format is the
manner in which an ad appeal is presented.

56. The Advertising Execution - STYLES
Straight Talk
Slice of Life
Storytelling
Testimonials
Authoritative
Demonstration
Comparison
Teasers
Humour
Spokesperson
Animation
Musical
Fantasy
Shocking

57. The Advertising Execution - STYLES
Straight Talk
Presents factual details (attributes) of a Product or Service

58. The Advertising Execution - STYLES
Authoritative
Use of findings as expert organization or professional to
deliver a compelling message
Dainik Jagran : World's Largest Read Daily With 54.58
Million Readers.(Source: IRS 2012 (R2)

59. The Advertising Execution - STYLES
Comparison
Use of findings as expert organization or professional to
deliver a compelling message

60. The Advertising Execution - STYLES
Humour
Benefits of using a Humour style
Downside of using Humour style

62. The Advertising Execution - STYLES
Animation & Story telling
Used to express complex ideas may be fantasy that
appeals to a younger audience

63. The Advertising Execution - STYLES
Spokesperson
Used to deliver the message as shown in the ad

64. 48 HOURS DANDRUFF PROTECTION

65. The Advertising Execution - STYLES
Spokesperson
What are the advantages of using a Spokesperson style?

66. The Advertising Execution - STYLES
Spokesperson - benefits
To grab ATTENTION
To establish CREDIBILITY
Brand ENDORSEMENT & ASSOCIATION
Increase LIKENESS
Increase RECALL VALUE

67. The Advertising Execution - STYLES
Spokesperson - drawbacks

70. The Advertising Execution - STYLES
Shocking
Delivers message with intention to surprise or may be
offend the audience

80. The latest campaign of UCB

89. Can more than one Execution style be
used to make ad more appealing?

90. SPOKESPERSON style

91. Combination of
TESTIMONIAL & SPOKESPERSON
style

92. Using Mix of execution styles can make actual
messages clouded.

93. Mix of execution style when used effectively can be
powerful in terms of sustaining audience interest and
delivering a compelling message

94. RECAP

95. Advertising
Creativity
Marriage made in Heaven
1.

96. The Advertising Message
Generic Message
Pre-emptive Message
Unique Selling Proposition
Positioning Message
Brand Image Message
Resonance Message
Affective Message
2.

97. The Advertising Execution
Straight Talk
Slice of Life
Storytelling
Testimonials
Authoritative
Demonstration
Comparison
Teasers
Humour
Spokesperson
Animation
Musical
Fantasy
Shocking
3.

98. Objective Message Execution
Advertisement Objective influences Message
Advertisement Message influences Execution

99. Factors Influencing CREATIVE Effectiveness of Ad.

100. Grab ATTENTION

101. MEMORABLE

102. INTERESTING

104. Bang ON - PURPOSE

106. Marketing&
Advertising Grab ATTENTION
Make it MEMORABLE
Make it INTERESTING
Create a brand EXPERIENCE
Achieve the set RESULT

107. LESS is MORE

127. ADVERTISING & CREATIVITY

128. Thank You