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:
Advertising Objectives
Target Audience
Competitive Product Advertising
Product Image And Personality
Product Positioning

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

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