Introduction To Advertising & Advertising Strategy

Karthik JeganathanPGDAM 2012-2013karthik@purplemango.co.in

What is Advertising?Role of AdvertisingAdvertising ChallengesAdvertising StrategyComponents of Advertising StrategyClassroom ExerciseConclusion

“Advertising is what you do when you can't go see somebody. That's all it is.”

- Fairfax Cone

Advertising is about selling. By nature, advertising is neither neutral nor objective.Pleading its case through the strongest, most persuasive means, advertising informs, entertains and sells. Occasionally, it even inspires.

Consumers are not persuaded by illogical or irrational promises and can see through ill-conceived ideas. You might be surprised to learn that 80 to 90 percent of new products launched FAIL.Think about yourself as a consumer for a moment. How do you respond to the advertising you are exposed to each day? Do you run out and buy everything you see and hear advertised? Are you easily convinced that you absolutely need to buy a product?

The key to creating advertising that engenders persuasion is to have a sound and properly focused advertising strategy. It is necessary to understand who the consumer is and what his/her attitudes and product usage habits are in order to develop this strategy.

An advertising strategy identifies who the prospective target is and defines his/her needs, wants and desires. This meaningful information, when clearly and creatively executed, should translate to a call to action: "I'm going to buy this product.“

“In our factory, we make lipstick; in our advertising, we sell hope.” - Charles Revson, Founder of Revlon Cosmetics

ObjectiveTarget AudienceKey Consumer BenefitReason to BelieveProofTone and Manner

Choose one or two commercials from those that follow and try to figure out what the objective, reason to believe, etc., is for each spot.

Choose one or two commercials from those that follow and try to figure out what the objective, reason to believe, etc., is for each spot.