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