Advertising

Mrs Gopika Kumar

Message strategy-Planning &
Development

Creativity means fresh,

unconventional, unique ideas but in
accordance with the target
audience needs and clients
objectives.
Message strategy-Planning &
Development
“Rules lead to dull stereotyped advertising, and
they stifle creativity, inspiration initiative and
progress. The only hard and fast rule that I know
of in advertising is that there are NO RULES. NO
FORMULAS. NO RIGHT WAY. Given the same
problem, a dozen creative talents would solve it a
doze n different ways. If there was a sure fire
formula for successful advertising, everyone
would use it. Then there would be no need for
creative people. We would simply programme
robots to create our ads and they’d sell loads of
products-to other robots.”
Message strategy-Planning &
Development
Creative Process:
1.Preparation:Gathering Information
2.Incubation: Letting ideas develop
3.Illumination:Birth of an Idea
4.Verification:Refining and Polishing the Idea
Message strategy-Execution &
Evaluation
Execution Appeals:

 Rational Appeal
 Emotional Appeal

 Moral Appeal

 Teaser Advertising Appeal

 Verbal v/s Visual Appeal

Message strategy-Execution &
Evaluation
Rational Appeals: Emotional Appeals:
Factual Message Appeal Slice of Life Appeal
Technical Evidence Lifestyle
Testimonial/Popularity Fantasy
Demonstration Animation
Comparison Dramatization
Favorite Price Positive-Love, Humour…
News Negative-Fear, Guilt…
Refutation Appeal Sex Appeal
One sided v/s Two Sided
Message strategy-Execution &
Evaluation
Informational Motives
(Think Category)
(Negative Motivations)
Low Risk
Low
Involvement Relief Purchases
(Salt, Detergent, Soap etc)
High Risk
High
Relief Purchases
Involvement
(computer, insurance etc)
Rossiter-Percy Model
Transformational Motives
(Feel Category)
(Positive Motivations)
Low Risk
Reward Purchases
(soft drinks, icecream etc)
High Risk
Reward Purchases
(auto, jewellery etc)
Rational
Appeals:
Technical
Evidence
Appeal
Rational
Appeals:
Testimonial
Appeal
Rational
Appeals:
Testimonial
Appeal
Rational Appeals:
Comparison Appeal
Emotional
Appeals:
Slice of Life
Appeal
Emotional
Appeals:
Slice of Life
Appeal
Emotional
Appeals:
Lifestyle
Appeal
Emotional
Appeals:
Animation
Appeal
Emotional
Appeals:
Dramatization
Appeal
Emotional
Appeals:
Dramatization
Appeal
Emotional
Appeals:
Dramatization
Appeal
Emotional Appeals:
Negative-Fear,
Embarassment, shame etc
Emotional
Appeals:
Negative-
Fear,
Embarassme
nt, shame
etc
Emotional
Appeals:
Negative-
Fear,
Embarassme
nt, shame
etc
Emotional
Appeals:
Negative-
Fear,
Embarassme
nt, shame
etc
Emotional
Appeals:
Negative-
Fear,
Embarassme
nt, shame
etc
Emotional Appeals:
Sex appeal
Assignment
 From your research on IIPM, take a step back and develop the
Big Idea that IIPM needs. We have been using taglines like”
Dare to think beyond the IIM’s”.They have flaws and neither are
well-liked on campus. Come up with the new one. Develop it
and then test it with a small convenience sample of current IIPM
students. Be sure to include some detail about what your big
idea means and why you chose that one for this assignment.
Or
 Create Print Ads for the following:
 Beauty Parlour
 Coaching Service for Senior School Commerce students
(Please mention what appeal you use)