Types of advertising.
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.
Advertising Campaign Planning
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
Advertising Strategic Planning
Situation analysis
Key planning decisions :
Advertising Objectives,
Target Audience,
Competitive Product Advertising,
Product Image And Personality,
Product Positioning
Creative Strategy
Selling Premises
Sales Logic
The Big Idea
Creativity
USP
Creative Techniques
-Ads that drive perception
-Ads that deliver Learning
-Ads that are Persuasive
- Ads that Stimulate Action
Message Strategy
Maslow’s basic human needs
Buying Motives,
Types of Appeals
Rational and Emotional appeals ( positive and negative)
Direct and Indirect appeals
Fear, Humour & Sex appeals
Copy, main steps in copy development, essentials of good copy, functions of copy and types of copy