CREATIVITY is an advertising agency’s most

valuable asset, because it is the rarest….

Jeff
Richards
ADVERTISING
“Advertising is a ‘paid form’ of non-
personal presentation and promotion of
ideas or products by an identified sponsor”

Advertising is a form of communication intended

to persuade an audience (viewers, readers or
listeners) to purchase or take some action upon
products, ideas, or services
 WHY WE ADVERTISE?
 INFORM
Let the people know what the product is….

 PERSUADE
Induce the people to buy….

 REMIND
When customers know about the your product….

 REINFORCE
You have made the right choice….
INFORM
PERSUADE
REMIND
REINFORCE
KEY POINTS WHILE DESIGNING AN AD
 PRODUCT CLASS DEFINITION
 PRODUCT CHARACTERISTICS
 BRAND FOUNDATIONS
 TARGET AUDIENCE
 MESSAGE ELEMENT
 COMPETITIVE CHARACTERISTICS
THE ADVERTISING PROCESS

TACTICS

CREATIVE EXECUTION

BIG IDEA

ADVERTISING
STRATEGY
THE ADVERTISING PROCESS OF THUMS UP

 ADVERTISING STRATEGY (OR MESSAGE) has been to

position itself as ‘strong-tasting cola for today’s
young adult males’

 BIG IDEA is to show macho celebrities performing

adventurous actions
CHOICE OF STATEGIC APPROACHES
 GENERIC APPROACH
 UNIQUE SELLING PROPOSITION
 BRAND IMAGE
 POSITIONING
 PREEMPTIVE CLAIM
 RESONANCE
 AFFECTIVE
 GENERIC APPROACH
 Xerox
 Dalda
 Walkman
 VIP
 Dettol
 Luna
 Chiclet
 USP
 Nokia – Durability
 TATA Nano – Price
 Dermi cool – Providing coolness
 Pure it – No electricity required
 POSITIONING

 Bajaj pulsar – Definitely Male

 Thums Up – Taste the Thunder
 Volkswagen – Comfort
 Tata Salt – “Desh ka Namak”
 PREEMPTIVE CLAIM
 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
 RESONANCE
 Cadbury – Rakhi, diwali or maybe just a reason
 Britannia Pure magic – Valentine’s Day
 Archies Cards – Different Occasions
 AFFECTIVE

Asian Paints –
“Har Ghar Kuch Kehta Hai
“Some things in life deserves a royal wall”

Hutch –
Wherever you go our network remains
FEAR FACTOR APPROACH
AFFECTIVE APPROACH
UNCONVENTIONAL
APPROACH
 DISPLAY COPY

 Subheads
 Headlines
 Taglines etc.

Attracts the attention of the viewer

 TAGLINES
• Memorable
– Utterly, butterly delicious
• Include brand name
– Money Can’t buy everything, for everything else
there’s mastercard
• State prime benefit
– ‘Fastest Indian’
• Differentiate your brand
– ‘75 years of stardom’
 Convey brand personality
◦ Forever Sports
 Communicate business strategy

◦ ‘Think Investment, Think Kotak’

 Watch word length

◦ You and whirlpool. The world’s best homemakers

 Rule of Three

◦ ‘Fill it, shut it, forget it’

 Meaning check

◦ Growth is life – Reliance Industries

 VISUALS
 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
 THANK YOU
 WISH YOU ALL A VERY BRIGHT FUTURE AHEAD

 CATCH ME AT:-

www.souravraina.weebly.com

www.facebook.com/souravraina

souravraina89@gmail.com