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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.

Message Objective of the message

To communicate main points in a best way

To overcome opposing views of audience

To create a persuasive message

How to structure a persuasive message for


1.Order of presentation

2.Conclusion drawing

3.Message sidedness


5.Verbal Vs Visual

1. Order of presentation Where to place the strong arguments in the

Beginning----Primacy Effect
End----Recency Effec
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 point
More effective when opposite views are also

4. Refutation Special kind of two-sided message

Tell both sides and refute negative

5. Verbal Vs Visual Effective use of visual

Message Appeals
An approach used to attract the attention of
consumers to influence their feelings toward
the product/ service
Anything that create interest
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

Feature: focus on dominant traits of product
and highly informative

Product Popularity

News appeal: All announcements

Favorable price appeal: Value for money . 4 showing popularity of product

Focus on consumer’s social/ psychological
needs for purchasing a product
1.Personal feelings:Safety,security, love,
joy,fear, pleasure etc.
2.Social feelings: Recognition, status,
acceptance etc. K Bajaj Endeavor

Humor Appeal
Best known
Best remembered
Set positive mood
More used with low involvement product
Distracts from brand and attribute

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

Teaser ads
Designed to build curiosity, interest,excitement
about a product
Mainly used while introducing new product or
name change etc
Illustration pictorial matter used to explain or decorate a textIllustration Meaning and
Definition from WordNet (r) 2.0
illustration n

1. artwork that helps make something clear or attractive

2. showing by example [syn: exemplification]
3. an item of information that is representative of a type; "this patient provides a typical
example of the syndrome"; "there is an example on page 10"
[syn: example, instance, representative]
4. a visual representation (a picture or diagram) that is used make some subject more
pleasing or easier to understand

Illustration Meaning and Definition from Webster's Revised Unabridged Dictionary

Illustration \Il`lus*tra"tion\, n. [L. illustratio: cf. F. illustration.]

1. The act of illustrating; the act of making clear and distinct; education; also, the state
of being illustrated, or of being made clear and distinct.
2. That which illustrates; a comparison or example intended to make clear or
apprehensible, or to remove obscurity.
3. A picture designed to decorate a volume or elucidate a literary work.

An illustration is a displayed visualization form presented as a drawing, painting, photograph

or other work of art that is created to elucidate or dictate sensual information (such as a
story, poem or newspaper article) by providing a visual representation graphically.