UNIT 3

CREATIVE STRATEGY

ADVERTISING APPEALS
Advertising

appeals influence the purchase decision rationally or emotionally. are developed on the basis of buying

Appeals

motives.
There

are 5 types of advertising appeals.

TYPES

OF ADVERTISING APPEALS

RATIONAL

EMOTIONAL

POSITIVE EMOTIONAL APPEAL

NEGATIVE EMOTIONAL APPEAL

MORAL
DIRECT INDIRECT

PRODUCT ORIENTED APPEAL CONSUMER ORIENTED APPEAL

RATIONAL APPEALS
Functional

benefits of the product are highlighted Product oriented appeal High quality appeal Long life Low price Ease to use Performance Resale value

EMOTIONAL APPEALS
Emotions

are those mental agitations or excited state of feeling, which prompt to make a purchase. appeal uses the strategy of reducing a persons anxiety about buying and using a product.

Positive

Negative

appeals uses the strategy of increasing a persons anxiety about buying and not using a product.

POSITIVE EMOTIONAL APPEALS

It includes the appeal for::: love Humour Pride Prestige Joy

NEGATIVE EMOTIONAL APPEAL

Fear

appeal is the most important Medical or life insurance Loss of property There is a relationship between fear level and message acceptance. More familiarity leads to more emotion More repetition allows forming emotion

MORAL APPEALS
Sense

of right and wrong causes such as:

Social

Adult

literacy Social forestry Anti smuggling Consumer protection Rural development Equal rights for women

DIRECT ADVERTISING APPEALS

That

clearly communicate with the consumers

Its

highlights the brand which satisfy the need.

INDIRECT ADVERTISING APPEALS

It

do not emphasize a human need

can be product oriented or consumer oriented

It

PRODUCT ORIENTED APPEALS

Tend

to be more rational or informational in nature Feature oriented Usage oriented Product comparison Product competitive advantage appeal

CONSUMER ORIENTED APPEALS

It

tend to be more benefit oriented and more emotional Attitude oriented Life style oriented Image oriented Sub conscious oriented

CREATIVE TACTICS
The

creation process involve TV and print advertisement. advertising medium used to carry the message from the sender to receiver.

An

PRINT ADVERTISEMENTS
It

includes newspapers and magazines

NEWSPAPERS It is classified on the basis of language, frequency of publication and time of publication.
There

are daily newspapers, evening newspapers, Sunday newspapers, some specialized newspapers.

MERITS OF NEWSPAPERS
Geographical

selectivity They can be used on a daily basis They appeal to the entire family Relatively low cost They can emphasize the local news appeal They are very flexible They reach all economic classes They provide intensive coverage of the cities and surrounding areas.

DEMERITS OF NEWSPAPERS
For

products purchased by a specific class, there is considerable waste circulation. Impact of advertisement may be small The paper and printing techniques may make them unsatisfactory for products that require special color and other features Have a very shorter life although they reach all classes of people.

MAGAZINE
Other

form of print media It appeals to particular people in in all kinds of communities It offers high quality paper and printing Different types: women magazine, professional, trade, consumer magazines etc.

MERITS OF MAGAZINES
High

quality paper and printing Magazines tend to kept longer and may read repeatedly. Well defined target market. Long life It is possible to use a variety of colors and printing techniques.

DEMERITS OF MAGAZINES
No

daily news If there is no national or international distribution it will be a waste The advertiser cannot communicate the message frequently as the magazines are published weekly , monthly, quarterly and annually.

TELEVISION
The

most rapid growth of any advertising medium. TV appeals to both the senses sound and sight It produce high impact commercials It build a prestige image of the product and its sponsors

MERITS
It

has a broad reach It has a deep impact sound, sight, motion, color It has the ability to demonstrate the operations and the utility of the product. It has a great frequency It has more prestige than its competitive media It is highly flexible. Mass communication

DEMERITS
It

is highly perishable. High cost It does not allow to do other work It restricts itself to typical purchases

ADVERTISING
Advertising

RESEARCH

is expensive. Research is needed to furnish the information that drives marketing and advertising decision making. Advertising research is a subset of marketing research.

FOUR CATEGORIES OF ADVERTISING

RESEARCH

1.

Advertising strategy research.

Creative concept research Pre testing of advertisement

2.

3.

4. Post testing of advertisement

ADVERTISING
TIMING:

STRATEGY RESEARCH

Before creative work begins.

RESEARCH

PATTERN: Product positioning, target audience, selection media, selection message, selection

TECHNIQUES:

Consumer attitude and usage

studies

CREATIVE
TIMING:

CONCEPT RESEARCH

Before agency production begins.

RESEARCH

PATTERN: Concept testing, name testing, slogan testing. Free association tests, qualitative interviews, sentence completion tests.

TECHNIQUES:

PRE -

TESTING

TIMING:

Before finishing art work and photography. PATTERN: Print testing, story board pre testing, radio commercial testing. Consumer panels, matched samples, portfolio tests, story board tests, psychological rating scales.

RESEARCH

TECHNIQUES:

POST -

TESTING

TIMING: After

campaign has run.

RESEARCH

PATTERN: Advertising effectiveness, customer attitude. Aided recall, unaided recall, attitude tests, inquiry tests, sales tests.

TECHNIQUES:

THANK YOU