Advertising Planning & Strategy – I (Theory)

To study the various kinds of advertising depending upon –

• Area Coverage : Local, Regional, National and International.
• Audience : Consumer, Industrial, Trade and Professional.
• Functions : Direct and Indirect advertising, Action advertising, Primary and Selective advertising.
• Advertising stages : Pioneering, Competitive and Retentive.

• Define an advertising campaign
• Campaign planning
• Factors influencing the planning of an ad campaign
• Objectives, Principles and Major decisions in campaign planning
• Importance of unity and continuity

• Situation analysis
• Key planning decisions :
  1. Advertising Objectives,
  2. Target Audience,
  3. Competitive Product Advertising,
  4. Product Image And Personality,
  5. Product Positioning

• Selling Premises
• Sales Logic
• The Big Idea
• Creativity
• USP
• Creative Techniques

1. -Ads that drive perception
2. -Ads that deliver Learning
3. -Ads that are Persuasive
4. - Ads that Stimulate Action

• Maslow’s basic human needs
• Buying Motives,
• Types of Appeals
  1. Rational and Emotional appeals ( positive and negative)
  2. Direct and Indirect appeals
  3. Fear, Humour & Sex appeals
• Copy, main steps in copy development, essentials of good copy, functions of copy and types of copy