advertising

1. How to produce
advertising that
sells
C. Nagapavan
Asst. Professor
Central University of Jharkhand
Advertising and Promotion
Management
Semester V
IMBA Program

2. Correct appeal
I have seen one advertisement actually sell not
twice as much, not three times as much, but 19
½ times as much as another.
Both advertisements occupied the same space.
Both were run in the same publication. Both had
photographic illustrations. Both had carefully
written copy. The difference is one used the
right appeal and other used the wrong appeal.
- John Caples

3. What if the advertisement is
wrong?
 It may reduce sales
 Is all advertising effective in increasing sales?

4. Designing an Advertisement
 Do your homework
 Position your product
 What is positioning
 What a product does and who it is for…..
 Brand Image
 Personality of the brand
 Coke, Pepsi, Smirnoff, Kingfisher Soda, Marlboro,
etc

9. Dove

10. Think Small

11. Brand Image
 Boost – Kapil Dev, Sehwag
 KingFisher – The King of Good Times
 Diary Milk – Amitabh Bachan
 Mountain Dew / Pepsi / Coke / ThumsUp

12. How to identify a good idea?
 Does it make you gasp when you first saw it?
 Do you wish you have first thought it? M
 Is it Unique
 Does it fit strategy to perfection?
 Could it be used for 30 years?

13. Make the product the HERO
 Problem
 Product is not much different from competitors
product
 Solution
 Advertise to differentiate or at least get associated
with the attribute / feature
 Product is positively good
 Repeat Good Advertisement
 Word of Mouth
 Down with Committees

14.  Pursuit of Knowledge
 Ambition of the Copy Writer
 Lessons from Direct Marketers
 30 sec Vs Two Minute Ads
 Prime Time Vs Late at Night
 Short Vs Long Copy

15. What is Creativity in
Advertisement?
 If it doesn’t sell it is not creative
Benton & Bowles
 Sex in Advertising