What does an

advertisement
communicate

By
Rushna mirza

1
 Communication
 The process of sending and receiving
messages EFFECTIVELY

2
 Advertising Objectives

 Specific Communication Tasks

 Accomplished with a Specific Target Audience
 During a Specific Period of Time

3
 TYPES
 INFORMATIVE ADVERTISING –
builds PRIMARY Demand
 PERSUASIVE ADVERTISING –
builds SELECTIVE Demand
 COMPARISON ADVERTISING –
compares one brand to another
 REMINDER ADVERTISING –
keeps consumers thinking about product.

4
 The Five Ms of Advertising

 MISSION
 MONEY –
 MESSAGE –
 MEDIA –
 MEASUREMENT –

5
 MESSAGE DELIVERED BY
TV ADS

 it makes the best image of your

product if it is effectively
communicated

6
 Effects of advertising
 Direct effects
– Price support
– Sales support
 Indirect effects
– Increases consumption from stock, future purchase
– Increases retailer demand, opportunity to purchase,
sales
– Improves targeting, reducing costs
– Restrains market entry by competitors, which may
raise sales and margins

7
 The 8 old rules of advertising
 You must have a USP – unique selling proposition.
 You must offer rational benefit
 Humor does not sell
 You must have a memorable slogan
 You must have a logo in the ad
 You must show the product in the ad
 Every ad in a compaign must look the same
 Creative ads do not sell.

8
TV Ads

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