FUNDAMENTALS OF ADVERTISING

Topic: Advertising Appeals

By
Dr. Sandeep Kumar
(Assistant Professor)
(UIMS)

www.cuchd.in Campus: Gharuan, Mohali

 Objectives of the Topic

• To understand ad campaign

• To understand preparation and planning of Ad campaign.

www.cuchd.in Campus: Gharuan, Mohali

 Course Objectives

 To provide students with a fundamental understanding of

advertising and its place in business, branding, and society.

 To provide students with the understanding about

contribution of advertising.

 Describe major bases for segmenting consumer and business

markets.

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 Understanding Ad campaign
Advertising

• Coordinated series of linked ads with a single idea of theme.

• It is conveyed through different media

• Independent ads are used in campaign

• ‘’Products become Brand’’

www.cuchd.in Campus: Gharuan, Mohali

 Advertising vs Ad campaign
Advertising

• Continuity

• Unified message

• Common theme

• Extendibility

• Repeatability

www.cuchd.in Campus: Gharuan, Mohali

 Why?

• To introduce and launch

• To get product used in place of competitor

• To increase the frequency of use

• To obtain seasonal sales

• To make your brand visible

www.cuchd.in Campus: Gharuan, Mohali

 Tenure

• Various as per the purpose of ad campaign

www.cuchd.in Campus: Gharuan, Mohali

 Types

• Product campaign

• Non-product/Corporate Campaign

• Service campaign

• Social awareness campaign

www.cuchd.in Campus: Gharuan, Mohali

 Planning ad campaign

• Identify the problem

• Research
• The Budget
• Target audience
• Media Selection and media scheduling
• Pre-testing
• The language
• The visuals and copy
• Timing and Duration
• Post-testing
• Effects on sale

www.cuchd.in Campus: Gharuan, Mohali

 Three Phases of Campaign creation

• Strategy Development phase

• Advertising Brief to the Creative

• The creative phase

www.cuchd.in Campus: Gharuan, Mohali

 Strategy Development phase

• Analyzing research data

• Decides positioning of brand

• Brainstorming sessions

• Combination of right strategy and good creative work

www.cuchd.in Campus: Gharuan, Mohali

 Advertising Brief to the Creative

• Client’s Expectations

• To reduce the communication gap

www.cuchd.in Campus: Gharuan, Mohali

 The creative phase

• USP

• Theme of the campaign

www.cuchd.in Campus: Gharuan, Mohali

 Course Outcome

 Will prepare students for a career in Advertising Industry.

 Will acquire skills of Campaign planning, management and

development.

 Will develop professional communicative competence

www.cuchd.in Campus: Gharuan, Mohali

 FAQ’s

• Types of Ad campaign

• Planning of Ad campaign

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 References

• https://www.google.co.in/search?q=aida&rlz=1C1LENN_enIN
504IN504&source=lnms&tbm=isch&sa=X&ved=0ahUKEwjMs7
_imIHYAhVhneAKHVzwDIsQ_AUICigB&biw=1366&bih=662#im
grc=nT5hnEmcrJ4YoM:

• “Commitment-Led Marketing: The Key to Brand Profits Is in

the Customer's Mind” by J. Hofmeyr, Rice, Bernard J. Rice,
Butch Rice, Hofmeyr:
https://books.google.co.in/books?id=mwNLxn8-
lZ8C&pg=PA140&dq=aida+model+of+advertising&hl=en&sa=
X&ved=0ahUKEwjbrYL1mIHYAhWGQt8KHcOrBDkQ6AEILDAB#
v=onepage&q=aida%20model%20of%20advertising&f=false
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