Advertising Planning & Strategy - I (Theory)

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 : 

  1. Advertising Objectives, 

  2. Target Audience, 

  3. Competitive Product Advertising, 

  4. Product Image And Personality, 

  5. Product Positioning

Creative Strategy

• 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

 Message Strategy  

• 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