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Advertising is a form ofcommunication intendedto persuade an audience (viewers, readers or

listeners) to purchase or take some action upon

products, ideas, or services

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` INFORM

Let the people know what the product is.

`

PERSUADEInduce the people to buy.

` REMINDWhen customers know about the your product.

` REINFORCEYou have made the right choice.

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` PRODUCTCLASS DEFINITION

` PRODUCTCHARACTERISTICS

` BRAND FOUNDATIONS

`

TARGETAUDIENCE` MESSAGE ELEMENT

` COMPETITIVE CHARACTERISTICS

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TACTICS

CREATIVE EXECUTION

BIGIDEA

ADVERTISING

STRATEGY

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` ADVERTISING STRATEGY (OR MESSAGE) has been

to position itself as strong-tasting cola for todays young

adult males

` BIG IDEA is to show macho celebrities performing

adventurous actions

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` GENERICAPPROACH

` UNIQUE SELLING PROPOSITION

` BRAND IMAGE

` POSITIONING

` PREEMPTIVE CLAIM

` RESONANCE

`

AFFECTIVE

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` Xerox

` Dalda

` Walkman

` VIP

` Dettol

` Luna

` Chiclet

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` Nokia Durability

` TATANano Price

` Dermi cool Providing coolness

` Pure it No electricity required

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` Bajaj pulsar Definitely Male

` Thums Up Taste the Thunder

` Volkswagen Comfort

` Tata Salt Desh ka Namak

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` Colgate Salt Salt based toothpaste

` Amul Ice cream Real Milk, Real Ice Cream

` Anchor toothpaste 100% veg

` Maruti Swift with K-series engines

` Toyota Innova CRDi Engines

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` Asian Paints

Har Ghar Kuch Kehta Hai

Some things in life deserves a royal wall

` Hutch

W

herever you go our network remains

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UNCONVENTIONAL

APPROACH

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` Subheads

` Headlines

` Taglines etc.

Attracts the attention of the viewer

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Memorable

Utterly, butterly delicious

Include brand name

Money Cant buy everything, for everything elsetheres mastercard

State prime benefit

Fastest Indian

Differentiate your brand

75 years of stardom

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` Convey brand personality

ForeverSports

` Communicate business strategy

ThinkInvestment,Think Kotak

` Watch word length

You and whirlpool. The worlds best homemakers

` Rule ofThree

Fill it, shut it, forget it

` Meaning check Growth is life Reliance Industries

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Snapshots of the product

Product in use

Close up of some critical part of the product

Kind of person who needs the product Benefit of using

Ills of not using

Before and after/ With and without

Metaphor of the product

Comparison with competitor

Visual alone

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