Professional Documents
Culture Documents
Promotion: Ravi Jagannath Sharma MBA (Retail Management) University of Lucknow
Promotion: Ravi Jagannath Sharma MBA (Retail Management) University of Lucknow
Advertising
Personal Selling
Sales Promotion
Publicity
Direct Marketing
Major Decision Areas in
Advertising Management
Setting Ad Objectives
Deciding Ad Budget
Developing Ad Message
Selecting Ad Media
Evaluating Ad Impact
HDFC
Standard Life
To inform
To educate
To entertain
To persuade
To remind
Types of Ad Appeals
Rational Appeals
Emotional Appeals
Fear Appeals
Humour Appeals
Celebrity Appeals
Common man Appeals
Testimonial Appeals
Celebrity Appeal
Uses Disadvantages
Establishes Credibility Improper Positioning
Attracts Attention Brand – celebrity
disconnect
Associative Benefit
Clutter Flutter
Psychographic
Connect Dissatisfaction with
Product Performance /
Demographic Connect
Quality
Mass Appeal