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LIFESTYLE

ADVERTISING
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N. CHAMELI
PRANAY JALAN
WHAT IS A LIFESTYLE ADVERTISEMENT?

Advertisement carried out by lifestyle


brands which conforms to the attitudes
and beliefs of a specific community and
helps in establishing the brand’s image in
direct relation to that standard of lifestyle.

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FREUDIAN THEORY
Consumers’ buying preferences are influenced
by unconscious motives

This theory helps advertisers to reach their


audience by using selling points that would
appeal to their unconscious motives.

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HOW TO CREATE A LIFESTYLE
BRAND?

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SET A GOAL
What do you want to sell?
What would the consumer want?
What do they care about the most?
Where do they go?
Who is the consumer you want to target?
What is the image your company would
like to uphold?
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Speak to your audience like you
would to a close friend
The term ‘lifestyle’ is thrown around a lot
and it’s about storytelling and engage
with the audience. A brand has to be
viewed as a self evolving organism
while retaining the same DNA.

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Strive to create unique experiences
The consumers are smart(er) nowadays.
They have access to every other thing at
the tip of their fingers. Having a bland
prospectus is just not enough for your
company to run. Therefore, You have to
start afresh for them to come out of their
shells and see you differently, as for them it
would be all about creating an experience.
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Find like-minded collaborators

A company might be unable to achieve success


on its own. For that purpose, it needs a like
minded collaborator who could contribute
towards the necessary energy and resources.
Also, a collaborator has an impact amounting to
that of a like-minded fellow artist. Therefore,
collaborations are always a win-win.

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HOW DOES LIFESTYLE ADVERTISING
HELP?
Enables the consumer to relate with the product

Inhibits a sense of social acceptance amongst its users

Also this is how a company a perceived in the eyes of


the consumers

Thereby helps the company in establishing it’s brand.

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CONS OF LIFESTYLE ADVERTSING
As consumers express themselves through the lifestyle
associated with brands, the consumers’ need for self-
expression, like many other needs can be satiated.
Focusing on lifestyle puts brands from different
categories in direct competition with one another. This
means that a specific brand has to compete with
brands from other category as well.

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EXAMPLES OF LIFESTYLE ADVERTISING

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“REFRESH THE
WORLD”

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SHARE OF VOICE IN
BEVERAGE INDUSTRY

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THANK YOU!

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