Ad Concepts.ppt Aa

Dr. Sarita IyerMBA,MMM,MS,M.PHIL,Ph.D

AD CONCEPTS

AD GURU

ALYQUE PADAMSEEWAS CEO LINTASTHEATRE.LAUNCHED LIRIL,SURF

PRAHLAD KAKKAD

AD DIRECTORFORMED GENESIS FILM

PRODUCTION.INTO ADS, MOVIES,

THEATRE.FAMOUS ADS PEPSI,

KAMASUTRA

PIYUSH PANDEY

PRASOON JOSHIWAS WITH O& M, MC CANN ERIKSEN.FAMOUS LYRICS WRITER.FIRST COKE AD

C.K PRAHLAD

• RENOWNED MANAGEMENT GURU• STUDIED IN HARVARD AND IIM A.• WAS PROF AT UNIVERSITY OF

MICHIGAN.• AUTHORED MGMT BEST SELLERS

LIKE: The Core Competenceof the

Corporation The Future of Competition The Fortune at the Bottom of

the Pyramid. The New Age of Innovation

PHILIP KOTLER

GURU OF MARKETING

PETER DRUCKER

• MANAGEMENT GURU

TOP AD AGENCIES OGILVY & MATHERJ WALTER THOMPSONMUDRA COMMUNICATIONSFCB ULKA ADVERTISINGREDIFFUSION-DY&R MC CANN ERIKSON INDIARK SWAMY BBDOLINTAS

GREY WORLDWIDELEO BURNETT INDIACONTRACT ADVERIISING

ADVERTISING IT IS A MESSAGE PAID FOR BY AN IDENTIFIED SPONSOR AND DELIVERED THROUGH A MEDIUM OF MASS COMMUNICATION.

KEY AREAS IN AN AD AGENCY

CLIENT SERVICING.

MEDIA CREATIVE.

AIDASA-ATTENTIONI-INTERESTD-DESIREA- ACTIONS- SATISFACTION

AAAI•ADVERTISING AGENCY ASSOCIATION OF INDIA

ASCI•ADVERTISING STANDARDS COUNCILOF INDIA

POPPOINT OF PURCHASE

USPUNIQUE SELLING

PROPOSITIONCONCEPT BY ROSSER

REEVES TED BATES AGENCYCOPY WRITER

MARKETING MIX4 P’SJEROME MC CARTHY7 P’S SERVICE MARKETING.

FGF•FEEL GOOD FACTOR

T& FTOUCH N FEEL FACTOR

OPINION LEADERAN INDIVIDUAL WHO:IS A PUBLIC FIGURE.HAS INTENSIVE KNOELEDGE IN THE RELEVANT FIELD.

VERY ARTICULATE.

CAVEAT EMPTOR

BUYER BEWARE

QUID PRO QUO

MUTUAL RECIPROCITY

TRP TARGET RATING POINTS

GRP•GROSS RATING POINTS

•GRP IS REACH MULTIPLIED BY FREQUENCY

FCT FREE

COMMERCIAL TIME

FREE STANDING INSERT

•A PROMOTIONAL PIECE INSERTED INTO NEWS PAPERS

GREENWASH AD

•PRETENDING TO BE ECO FRIENDLY.

ADVOCACY ADV

•PROPAGATING SOCIAL ISSUES

DAGMARDEFINING ADVERTISING GOALS FOR MEASURED ADVERTISED RESULTS.

CONCEPT BY RUSSEL COLLEY

MURAL ADVERTISING

•ADS ON ROCKS, WALLS.

TRANSIT ADV

•ADS SEEN ON THE MOVE

DINKS

DOUBLE INCOME NO KIDS

ARIEL ADVERTISING A FORM OF OUTDOOR ADVERTISING WHERE MESSAGES APPEAR IN THE SKY IN THE FORM OF SKYWRITING.

BLEED PAGES MAGAZINE ADS WHERE THE PRINTED AREA EXTENDS TO THE EDGE OF THE PAGE.

EYE TRACKING A METHOD FOR FOLLOWING THE MOVEMENT OF A PERSONS EYES DURING AN AD. THIS HELPSTO FIND OUT THAT WHICH PORTION GATHERS A PERSONS ATTENTION.

AD CLUTTER THE OVERDOSE OF INFORMATION AND MESSAGE WHICH COMES THROUGH IN AN AD AND AT TIMES CONFUSES THE CONSUMER.

BUTTON PART OF INTERNET ADVERTISING,THEY ARE SMALL VERSIONS OF BANNER AND LOOK LIKE AN ICON.

COGNITIVE DISSONANCE

THEORY PROPOUNDED BY LEON FESTINGER. COGNITIVE IMPLIES THE THINKING PROCESS AND DISSONANCE IMPLIES DISTURBANCE THE CONSUMER FACES WHEN HE EXPERIENCES A GAP BETWEEN REALITY AND EXPECTATIONS

CONSUMER DECISION MAKING PROCESS

NEED RECOGNITIONINFORMATION SEARCHEVALUATION OF

ALTERNATIVESCHOOSING THE MOST

SUITABLE ALTERNATIVE.PURCHASE AND

CONSUMPTIONPOST PURCHASE

EVALUATION DISPOSAL

CPRP COST PER RATING

POINT.A COST EFFICIENCY CALCULATION BY MEDIABUYERS WHICH DIVIDES THE COST OF COMMERCIAL TIME ON A PROGRAMME BY THE AUDIENCE RATING.

DUMMY A THREE DIMENSIONAL HANDMADE LAYOUTOF A MULTIPAGE ADVERTISING PIECE PUT TOGETHER, TO REPRESENTWHAT THE FINAL PIECE WILL LOOK LIKE.

BRAND PATRONAGE

LOYALTY & PREFERENCE FOR A PARTICULAR BRAND.

ELM ELABORATION

LIKELIHOOD MODEL.THIS IDENTIFIES TWO PROCESSES. THROUGH WHICH COMMUNICATION WILL LEAD TO PERSUATION.CENTRAL ROUTE AND PERIPHERAL ROUTE.

FREQUENCY THE NUMBER OF TIMES A TARGET AUDIENCEIS EXPOSED TO A MEDIA VEHICLE IN A SPECIFIC TIME PERIOD.

HEMISPHERIC LATERALISATION THIS IS THE BELIEF THAT

THE HUMAN BRAIN HAS TWO DISTINCT PARTS . THE RIGHT HEMISPHERE BEING MORE VISUAL AND CEATIVE AND THE LEFT BEING MORE PRONE TO LOGICAL AND ANALYTICAL REASONING.

INFOMERCIAL VERY LONG TV COMMERCIAL. THESE ARE DESIGNED TO PROVIDE MAXIMUM INFORMATION ABOUT A PRODUCT.

SAY DO MODEL• .

ALPHA ACTIVITY•A MEASURE OF THE DEGREE OF BRAIN ACIVITY THAT CAN BE USED TO ASSESS A PERSONS REACTIONS TO AN AD.

BDI BRAND DEVELOPMENT

INDEX. THIS IS CALCULATED BY TAKING A PERCENTAGE OF A BRANDS TOTAL SALES TO THE PERCENTAGES OF THE POPULATION IN THE MARKET.

CPM•COST PER 1000.THIS IS THE COST OV EXPOSING 1000 TARGET AUDIENCE MEMBERS TO A MEDIA MESSAGE.

EYE TRACKING A METHOD FOR FOLLOWING THE MOVEMENT OF A PERSONS EYES DURING AN AD. THIS HELPSTO FIND OUT THAT WHICH PORTION GATHERS A PERSONS ATTENTION.

CONSUMER DECISION MAKING PROCESS

NEED RECOGNITIONINFORMATION SEARCHEVALUATION OF

ALTERNATIVESCHOOSING THE MOST

SUITABLE ALTERNATIVE.PURCHASE AND

CONSUMPTIONPOST PURCHASE

EVALUATION DISPOSAL

EVOKED SET THE FINAL SET OF BRANDS THAT A CONSUMER CONSIDERS BASED ON RATIONAL, PRAGMATIC EVALUATION.

INNOVATION ADOPTION MODEL

A-AWARENESS.I- INTEREST.E- EVALUATION.T-TRIALA-ADOPTION

UEVUNIQUE EMOTIONAL VALUE

ZIPPINGTHIS INVOLVES FAST FORWARDING THE AD WHILE PLAYING ON A PRERECORDED DVD.

ZAPPINGUSAGE OF TV REMOTE TO SURF CHANNELS