How Advertising Works

Dr. K.V. Kannan M.B.A., M.F.T., Ph.D.Senior Lecturer

KSR Business SchoolK.S.R College of Arts & Science

Tiruchengode

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Lufthansa

Headline:

Subhead:

Bodycopy: The No. 1 European airline in India with most take offs. Offering the biggest network, best on time performance. So you can rest assured on reliable shoulders.

All for this one moment.

Baseline: There is no better way to fly.

Agency: -

Client: Lufthansa

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Jet Airways

Headline: The world is looking up to the spirit of new India.

Subhead:

Bodycopy: The spirit of new India has made its mark on Singapore and is now set to spread its wings to Kuala Lumpur and London . So the next time you are headed to these cities, you can travel with an airline that is redefining global standards. An airline that is making the world look up. An airline that you can be proud to call your favourite.

Baseline: The joy of flying.

Agency: -

Client: Jet Airways

4

Times of India

Headline: The Times of many Indias

Subhead: -

Bodycopy: India. Diverse. Far flung. A country as big as a continent. To cover it comprehensively is complex and requires considerable resources. Resources only one newspaper has, with 13 editions, 75 bureaus and 800 reporters in major cities across the country. We now give you complete coverage in Times Nation. Six pages daily on national issues of crucial importance like politics, infrastructure, environment, real estate and education. That's right, no one gives you India, like The Times Of India!

Times Nation 6 pages daily

Baseline: - Agency: K Factor Client: The Times Of India

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NDTV 24x7

Headline: Truth minus the hype.Facts minus the fiction.

Subhead: -

Bodycopy: For us, truth is not a commodity. It's our reason for existence. For us, credibility is not an empty slogan. It's an obsession. That's why we painstakingly support every story with first-hand reports, in-depth analysis and insightful discussions. So if there's any judgement that's passed, it's yours.

Baseline: Experience. Truth first.

Agency: McCann

Client: NDTV

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Basic Communication Model

Source/Sender

(The Advertiser)

Coded Message

(The Agency)

Channel

(Media)

Decoded Message

(Interpretation)

Receiver

(Target Audience)

Feedback

Noise

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An Interactive Communication Model

Source/Sender

(The Advertiser)

Receiver

Coded Message

Channel

Decoded Message

Receiver

Decoded Message

Coded Message

Source/Sender

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The Model of Advertising Communication based on SMCR Process

Source:

Advertiser

(Objectives)

Message

Encoding

Strategy & Tactics

(by Agency)

Media Mix:

Channels

(one-way and two-way)

Receiver: Message

Reception & Response:

Perception

Learning

Persuasion

Action

Noise:

External

Noise:

Internal

Feedback

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