building advertising program-message

Building of Advertising Program

Objective is to understand the major elements involved in creation of an advertisement

We try to answer: How an AD is created? We try to focus on ingredients of an

advertisement.

Elements in creation of an Advertisement

Message Headlines Copy or body copy Illustrations Message Appeal Layout

Message

Objective of the message To communicate main points in a best way To overcome opposing views of audience To create a persuasive message

Message…..

How to structure a persuasive message for effectiveness

1. Order of presentation

2. Conclusion drawing

3. Message sidedness

4. Refutation

5. Verbal Vs Visual

1. Order of presentation

Where to place the strong arguments in the message?

Beginning ----Primacy Effect End ----Recency Effect

Recall ability is the basis for deciding

2. Conclusion Drawing

Advertiser's own conclusion Audience’s own conclusion

Depends upon education/ awareness and complexity of the topic

3. Message Sidedness

One sided: only benefits Two sided: Good & Bad points

More effective when opposite views are also presented

One-Sided Examples

Arbor Mist

Ad Copy: Introducing Arbor Mist:Great tasting wine with a splash of fruit.Just what you've been looking for.

4. Refutation

Special kind of two-sided message Tell both sides and refute negative

5. Verbal Vs Visual

Effective use of visuals

e.g. FAT to FIT ads of Personal Point etc.

Message Appeals

An approach used to attract the attention of consumers to influence their feelings toward the product/ service

Anything that create interest

Appeals…..

1. Informational / Rational appeal: Consumer utilitarian needs

2. Emotional appeal: Socio/psycho needs

3. Humor appeal: Fun

4. Reminder ads: Show presence

5. Teaser ads: Curiosity

Informational

Feature: focus on dominant traits of product and highly informative

Product Popularity News appeal: All announcements Favorable price appeal: Value for money

Informational(Product popularity appeal)

Part of informational appeal showing the popularity of the product.

Emotional

Focus on consumer’s social/ psychological needs for purchasing a product

1. Personal feelings:Safety,security, love, joy,fear, pleasure etc. AXE

2. Social feelings: Recognition, status, acceptance etc. K Bajaj Endeavor

Emotional

Social feeling

Humor Appeals

Best known Best remembered Set positive mood More used with low involvement products

But…

Distracts from brand and attribute

Reminder ads

Just to show presence in the market– Archies cards– Usual Pepsi ads

Teaser ads

Designed to build curiosity, interest,excitement about a product

Mainly used while introducing new product or name change etc.– New Hero Honda ad or UBI logo change

Advertising Execution

How appeal is presented to consumer Factual message: Industrial products Technical evidence: Colgate Demonstration: HARPIC Comparison: VIM BAR Challenge Testimonial: Own experience BP Animation: Kellog’s, All Out, Pillsbury Personality symbol: Dr. Fixit

Reference

Advertising & Promotion: Belch & Belch