building of an advertisement
TRANSCRIPT
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Building of an Advertisement.
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Advertisement appeals.
• Appeal- approach used to attract attention, moves people, speaks their wants and needs, excites
• Rational appeal.
On usage,comfort,convenience,health,price, taste, touch ,smell etc.
Brand features and attributes.
“Save money live better”
For happy marriages.
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• Emotional appeal.• Customers social/psychological needs.• Trying to create feelings about a brand rather
than its features or attributes.• Emotions will work better in a competing
environment.• Safety,security,pride,fear,love,affection,happiness
,joy,ambition etc- personal based feelings.• Recognition,status,respect,embarrassement,relati
onship etc social based feelings
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• Humorous appeals.
• Sex appeals.
• Music appeals.
• Combining rational and emotional appeals.
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Display advertisement.
• Headlines.• First response generator.• First Impression Generator• Pull the audience.• Direct, indirect• News headline.• Question mark • Command • Testimonial.• Statements.
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• Body copy.
• Heart of the ad message.
• Text content.
• Continuity from headline.
• Product features,comparisons,acheivements,comp tetive advantage etc
• Same appeals can be used.
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• Visual elements.
• Often pictures, illustrations,
• To gain attraction.
• Sometimes visual element is more than enough.
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Lay out.
• How different parts of a print ad blended together.
• Physical arrangement of all the components.
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