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'sown 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