Does this seem like a

long road to you??

Make it LONGER
LEAVE HOME
ADVERTISING

Group name
Tripastu
What do you think when you see these
numbers in shops?
 Behavioral objectives of an advt
• Behavioral objective of an advertisement is to bring a change
in behavior of a person and turning him into a prospect.
• It is done with the help of discounting, free bees, coupons,
value additions, after sales service, seasonal celebration,
quality, creating niche & personality.
• The behavioral targeting system generates a user profile score
for a target objective, such as brand advertising or direct
response advertising.
• To generate a user profile score, a model is selected. The
model comprises recency, intensity and frequency dimension
parameters.
OUR PRODUCT
Does this gives you
a dream?
A wish for a
change ?
Communication objective of an advt
ADVERTISING CREATES ITS MOST
POWERFUL IMPACT WHEN IT IS
USED TO SOLVE NARROWLY
DEFINED COMMUNICATION
OBJECTIVES.
 Communication objective of an advt
• Advertising communication objectives can be put in a pyramid
form.
• The lower level objectives are awareness, knowledge or
comprehension. These are accomplished first.

Comprehensio
n.

Pe crea aren
de s a w
rce ses es
ha

nt a a s s a b
ge no ou
pro wer tral ent

of t to t th
as vert of
vie Neu isem

pro o m e p
ad fect

Knowledge

sp
ec a
sp to
Ef

ec any odu
ts
t

r
c
Awareness

t
 Communication objective of an advt contd

Subsequent objectives may focus :-

• On moving prospects to higher levels in the pyramid
• Elicit desired behavioral responses such as associating feelings
with the brand, trial or regular use etc.
• The percentage of prospective customers will decline as they
move up the pyramid towards more action oriented objectives,
such as regular brand use.
 Cen
tral
rout
e

Message strategy PERSUAS

Highlighting the ION

INDIVIDUALITY, with
help of RACER KIT
Perip
heral
rout
e
Emphasis
on HOT *
Retro cool*
 Creative unit and its adaptation
Creativity is measured on its
 Impression created
 Accuracy
 Visuality
 Impelling effect
 Distinctiveness
 Effectiveness
 Low cost per unit communication
 Creative unit and its adaptation
year1981

Totally CENTRAL Route

based
 Creative unit and its adaptation
year2010

Adaptation of PERIPHERAL Route

DIBYA NARAYAN SAHA-031
LOKESH AGARWAL-063
MAYANK MEHROTRA-069
SOUMITRA BISWAS-120
SURANJIT CHAUDHARY-125

Happy TRIPPING!!!