Creative Strategy:

Message Strategies & Executional

Framework

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25.08.2020
1. Creative Brief
2. Message Strategy
3. KILB Campaign
4. Advertising Appeal

01.09.2021
1. Executional Strategy
2. Spokesperson/Celebrities
3. Discussion-Creativity Article

….09.2021
1. Copywriting
2. Exercises

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Vivo IPL 2021

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Star Sports has released its promo for the remaining bit of the
Vivo IPL 2021. The promo features MS Dhoni and has been
conceptualised by the in-house team at Star Sports.

It urges viewers to tune in for the climax of the tournament.

Proposition of campaign - #AsliPictureAbhiBaakiHai.

Star and Disney India are also committed to continue delivering

the most engaging and immersive broadcast of the tournament
across TV and digital platforms.

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Thums Up- Toofan Wahi Hai Jo #TaanePalatDe

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The Coca-Cola Company has rolled out a new campaign for Thums Up, a
brand that has partnered with the Tokyo 2020 Paralympic Games. to be
held in Tokyo from August 24 to September 5, 2021.

The campaign includes videos for digital and social media to help keep
audiences connected to the Games and the Indian athletes.
The films feature six athletes including Mariyappan Thangavelu (High
Jump), Sakina Khatun (Powerlifting), Suyash Yadav (Swimming), Navdeep
(Javelin Throw), Sumit Antil (Javelin Throw), and Avani Lekhara (Shooting).

Battling everyday odds, the film shows the protagonists wearing the taunts
they received every day, on their T-shirts against the backdrop of the
tagline -
#TaanePalatDe.

The new campaign has been conceptualised by Ogilvy.

This campaign salutes players’ courage to #PalatDe all the naysayers who
had only one thing to give them, ‘taanas’.”
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Naukri.com Delivered a Punch with
Hari Sadu Campaign

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 Naukri.com

Agency: FCB Ulka, Year: 2005

The “Hari Sadu” commercial illustrates how an original

advertising idea was executed effectively through a humorous
and dramatic storyline.
• Bringing up brand name at the end.
• Compelling proposition- “hope of finding a better job and a better boss”.

Creativity in Promotion: ROI- Relevant, Original & Impactful

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 Creating an Advertisement
• Means End Chain- The ad message contains a means (a
reasoning or mental process) to lead the consumer to a
desired end state, such as a key personal value.
• Personal values can be- comfortable life, inner peace, self-
fulfillment, equality, mature love, self-respect, excitement,
personal accomplishment, sense of belonging, freedom,
pleasure, social acceptance, fun, salvation, wisdom,
happiness, security, etc.

• Leverage Points- Creatives use leverage points in ads to

move the consumer from understanding a product’s benefits
to linking those benefits with personal values.

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 Creating an Advertisement
Creative Brief
(message theme)

Message Executional
Strategy Framework
Means-
end Chain

Spokesperson
Appeals

Leverage Point

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 MESSAGE STRATEGY
Cognitive message strategy- Presentation of arguments or
pieces of information to consumers
- Design an ad that will have impact on a person’s beliefs /
knowledge structure
- Highlight a product benefit
Major forms:
• Generic messages
• Preemptive messages
• Unique selling proposition
• Brand image
• Hyperbole
• Comparative advertisements
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 MESSAGE STRATEGY
Affective message strategy - Invokes feelings & emotions
and match them with the product, service, or company.
Used to enhance the likeability of the product, recall of the
appeal, or comprehension of the advertisement.

Major forms:
• Resonance (consumers’ experiences)
• Emotional

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 MESSAGE STRATEGY
Conative strategy- Designed to lead more directly to some
type of consumer response.
“Big Sale” signs- Conative strategy to encourage customers
to make purchases

The goal of a conative ad is to elicit behavior.

Major forms:
• Action-inducing- POP display
• Promotional support

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Hierarchy of Effects

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Teaser Campaign
KILB campaign

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Advertising Execution

The way in which the advertising appeal is presented.

( If the ad appeal is the script, then the plot of the
movie is the actual executional framework.)

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Slice of life - Problem solution/Problem avoidance

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Slice of life - Problem solution/Problem avoidance

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Dramatization-Green ply

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Dramatization-Green ply

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Dramatization-Green ply

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Testimonial- Dove

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Authoritative- Sensodyne

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Demonstration-Harpic

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Fantasy-Samsung

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Animation/Fantasy-Kitkat

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Comparison-TOI vs. Hindu

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Informative-Anti smoking

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 Sources & Spokespersons in ads
• Celebrities
• CEOs
• Experts
• Typical persons

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 Celebrity Uses in Advertisements
• Celebrity testimonials
• Celebrity endorsements
• Celebrity actors
• Celebrity spokespersons

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 Celebrity Uses in Advertisements
Celebrity testimonial—Based on personal usage, the celebrity
attests to the product’s quality.

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 Celebrity Uses in Advertisements
Celebrity endorsement—Celebrities appear on behalf of
products, (with which they may or may not have direct
experience or familiarity), for extended periods.

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 Celebrity Uses in Advertisements
Celebrity actor—The celebrity plays a part in a commercial for
the product.

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 Celebrity Uses in Advertisements
Celebrity spokesperson—The celebrity represents the brand or
company over an extended period.

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Characteristics of Effective Sources/Spokespersons

CREDIBILITY is derived from:

• Attractiveness
• Similarity
• Likeability
• Trustworthiness
• Expertise

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 Principles of Effective Advertising
• Visual consistency
• Campaign duration
• Repeated taglines
• Consistent positioning
• Simplicity
• Identifiable selling point

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 Evaluating the Creative Output
Is the promotion consistent with the brand’s
marketing and creative objectives?
Is the creative approach appropriate for the target
audience?
Is the message clear and convincing?
Does the creative overwhelm the message?
Is the creative approach appropriate for the media?
Is the promotion truthful and tasteful?

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For each of the following executional frameworks, identify a commercial that
uses it.
Evaluate the advertisement in terms of how well it is executed.
Also, did the appeal & message strategy fit well with the executional
framework?
Discuss why you remember the advertisement. What makes it memorable?

Problem solution/Problem avoidance

Slice of life
Dramatization
Testimonial
Authoritative
Demonstration
Informative
Comparison

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Effective Advertising Messages:
Copywriting
How Is Copy Written For MC Messages?

Copywriting: The process of

executing the message strategy
through the use of words and
music
•An important tool: slogans
•A clever phrase that serves
as a reminder of the
brand, company image, or
campaign theme
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 Copywriting

Display copy: copy in a type size that is

larger than the body copy, including:
•Headlines designed to get readers’
attention
•Underlines and overlines leading in or
out of headlines
•Captions, callouts, subheads, and
taglines
Body copy: the text of the brand
message
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This Gillette Ad Uses Display Copy Devices
 TIDE CAMPAIGN
• Iconic “Chaunk Gaye” or “Tide hai, toh White hai”

• During the launch of Tide Plus, the tagline “Tide plus, jo de

White plus” successfully emphasized its extra benefits with a
stress on “White Plus”.

• Iconic campaigns, like #TideWhite, #TideGivesExtra or

#CollarUpWithTide carefully wrapped in societal messages
are crafted to instil a sense of pride among Indian Women.

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Wells, Moriarty, Burnett & ADVERTISING Principles and Effective
1-49
Lwin - Xth Edition IMC Practice
 Copywriting: The Language of Advertising

 Four types of ads in which words are crucial

1. If the message is complicated

2. If the ad is for a high-involvement product
(more info, the better means using words)
3. Information that needs definition and
explanation
4. If a message tries to convey abstract qualities
e.g. justice & quality
 Copywriting for Print
- Copy elements:
- 1) Display copy : Elements’ readers see in their initial scanning
- 2) Body copy (text): Elements that are designed to be read & absorbed

1) DISPLAY COPY
- Headline: a phrase or a sentence which serves as the opening of the ad
- Subheads: subheads begin a new section or the copy
- Taglines: a short phrase that wraps up the key idea or creative concept
that usually appears at the end of the body copy
- Slogans: a distinctive catchy phrase that serves as a motto for a
campaign, brand or company (used from one ad to another) (it can be
used as a tagline)
- Call out: sentence that floats around the visual
 Good headlines
-Attract the target audience & filter out non-
prospects
- Work w/ visuals to stop the audience (gain
attention)
- Identify the p/d, the brand or the main selling
message
- Lead the reader to the body copy
 Copywriting for Print (contd.)
2) Body copy (text) : it is the message/info. of the ad.

- Captions: a sentence or short piece of copy that explains what

we are looking at in a photo or illustration

- Call to action: This is a line at the end of an ad that encourages

people to respond & gives info.. On how to respond e.g. visit
www., contact at no.xxxxxxx

- Lead paragraph: the first paragraph of the body copy

- Where people usually test the message & see if they want to
read it

- Closing paragraph: refers back to the creative concept & wraps

up the big idea
 Creative job
 Creative Roles
 Copywriters and art directors develop the creative
concept and draft the execution of the advertising
idea
 The Creative Person
 In advertising, creativity is both a job description and
a goal
 Art director: taking care of art direction and visual.
 Copy writer: taking care of verbal writing.

Copywriter-The person who shapes and sculpts the

words (copy, tone of voice) in an ad
 Writing for specific media- Print
Newspaper : the copy should be straightforward &
informative
Magazine ad is longer, contains more detail, has
higher quality reproduction
Directories require copy that focuses on the service
Product literature also called “collateral” (brochure)
used as support of an ad campaign
Posters & Outdoor words try to catch the
consumer’s attention. For poster, copy should go
along with the visual
Consideration; different print medium requires different style of copy but
they use the same copy elements
 How to Write Radio Copy
 Must be simple enough for consumers to grasp, but
intriguing enough to prevent them from switching
the station

 Ability of the listener to remember facts is difficult -

 need to repeat the key points of brand name and
identification information

 Theater of the mind

The story is visualized in the listener’s
imagination
Uses WORD to paint pictures in listeners’ mind
 How to Write Radio Copy
The tools of radio copy
• Voice: Jingle, announcement, dialogue,
Human voice, animal voice
• Music: serious, funny, exciting
• Sound effects: (SFX) helps the audience to
visualize e.g. shoe tapping, horses, engine.

Radio Script: direction of

the message for radio ad
 How to Write Television Copy
• Moving action makes television so much
more engaging than print
• The challenge is to fuse the images with the
words to present a creative concept and a
story
• Storytelling is one way copywriters can
present action in a television commercial
more powerfully than in other media
 Planning the TV Commercial
• Copywriters must plan
– Length of the commercial
– Shots in each scene
– Key visual
– Where and how to shoot the commercial
• Scenes
– Segments of action that occur in a single location
• Key frames
– The visual that sticks in one’s mind
 Tools of Television Copywriting
• Video
• Audio
• Voice-over
• Other TV Tools: Sets, Casting, Pace

Storyboard (TVC) or TV
script
 Writing style of advertising
( a different approach)

- Simplicity is a key to effective ad copy

- Ad copy is succinct, short & to the point
- Copy is tightly edited to eliminate any unnecessary words or ideas
- Copy talks about specifics of a p/d, not broad generalities
- Ad copy focuses on a single, strong point
- Copy captures a conversational tone that emulates the way people
talk casually (Tone of voice=copy)
- Ad copy strives to use original ideas & phrases
- Variety of copy e.g. mixing sentences & paragraph lengths
- Tone of voice: write as if the target audience were in the conversation.
Grammar is violated only when it helps make a point or deliver the
message
- Avoiding the stereotypes of adese such as phrases
11/13/2021
11/13/2021 Smita Sharma- ASPM 2014
The Media Selection : Where to say it?

• Media Class : print (newspapers & magazines), television,

radio, billboards, direct mail
• Media Vehicle : within newspapers’ say Times of India is a
media vehicle; in television, Zee TV
• Media Option : refers to the size (full or half page), length
(30 or 60 seconds), color, location (front page, back page,
prime time), of the ads in the media vehicle

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 Choosing the Advertising Media
Depends on :

1.Target audience media habits

2.Product characteristics
3.Message characteristics
4.Cost

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 Factors in Media Selection

• Quantitative factors : circulation, viewership, cost per

thousand people reached

• Qualitative factors : research shows that the mood created

by reading an article or viewing a program gets transferred to the
product being advertised in the vehicle

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 Effectiveness of the Medium
Depends on :

1.Reach – number of different persons exposed to a particular media

schedule at least once during a specified period

2.Frequency – the average number of times within the specified time

period that a person is exposed to the message

3.Impact – qualitative value of an exposure through a given medium

New products/brand extensions/new markets require REACH
Presence of strong competitors require FREQUENCY

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 Measure of Exposures
Total Number of Exposures
= Reach x Frequency
(this gives the Gross Rating Point – GRP for TV or radio, or OTS
– Opportunity to See for print media)

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 Audience/Coverage/Composition

– Audience
• number or % exposed to a vehicle

– Audience Coverage
• number or % reached by a single insertion in a
specified area

– Audience Composition
• statistical breakdown of a media vehicle’s total
audience

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 Media research
Analyzing target audiences and media options

Media planning
Process of developing a good media plan

Media buying
Execution of a media plan

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 Reach

Reach: The percentage of an audience that had

the opportunity to be exposed to a media vehicle
within a specified period of time

• Ideal goal: 100% reach

• Effective reach

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 It is Difficult to Achieve 100% Reach

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 Frequency
Frequency: The average number of times those
who are reached have an opportunity to be
exposed to a brand message within a specified
time period
• Frequency to be effective: 3-10 exposures
- Three exposure hypothesis
• Varies widely by brand
• Recency Theory challenges the above.
Recency Theory in advertising suggests that it is important to
concentrate on being the last message a consumer receives
before making a decision about something as that would put you
in the consideration set or offset an impulse purchase.

11/13/2021
 The “A” Curve is More Desirable Because its Effective
Frequency is Less than “B”

In advertising, the effective frequency is the number of times a person must be

exposed to an advertising message before a response is made and before
exposure is considered wasteful.

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 Gross Rating Points (GRPs)

Gross Rating Points (GRPs):

The combined measure of reach and
frequency indicating the weight of a media
plan

• The more GRPs, the more “weight” a plan has

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Determining Media Strategies

• How media objectives will be accomplished

through the selection of various combinations of
media?
• Which media should be used & up to what
extent?
• Media Mix
• Media Multiplier Effect- The combined impact of
using two or more media is stronger than using
either medium alone.

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 Building The Media Plan
• Planning Media Strategies

– Media Efficiencies - CPM

• CPM = Cost per mille/ Cost Per Thousand, the universal form
of comparing the efficiency of different media.

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 Determining Media Cost

Cost per thousand (CPM):

What a communication vehicle charges
to deliver a message to 1,000 members
of its audience

Cost of ad unit x 1,000 = CPM

Circulation

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 How Does Cost Affect Media Selection?

Magazine A Magazine B

Cost of a
Full Page Ad: Rs. 20,000 Rs. 30,000

Circulation: 800,000 1,500,000

CPM: Rs. 20,000 x 1,000 Rs. 30,000 x 1,000

800,000 1,500,000

= Rs. 25 = Rs. 20
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 CPTM

CPTM- Cost Per Thousand Targeted ad

impressions.

CPTM is purchased by an advertiser who wishes to

reach a certain demographic area.

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Determining the Media Schedule

• When & where should media run?

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 Most Organizations Use One of These Three
Scheduling Strategies

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 Flighting Scheduling

• Refers to a method that has advertising going on and off the

air.
• The advantage of the flighting technique is that it allows a
campaign that does not have funds for running spots
continuously to conserve money and maximize the impact of
the commercials by airing them at key strategic times during
the campaign.

11/13/2021
 Continuous Scheduling
• Mostly associated with reminder campaigns.
• Aim is to extend the time frame of the advertising message
over a long period.
• The campaign provides continuity of the message, although
at the cost of the impact.
• These continuous patterns are often used for mature
products, where reminder advertising is appropriate.
• Over a long term, this strategy is more appropriate for
products and services where the demand is constant or
there is a long purchase cycle.

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 Pulsing Scheduling
• Here a comparatively low level of media activity is
maintained over long period of time, with periodic increases
in the expenditure patterns.
• It is often associated with seasonal or other influences on
buyer activities.

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Integrated Marketing Communication
Advertising Trends in Current Scenario

• The ad spends on news and social chatting platforms, music,

streaming TV, and games have seen a significant growth.

• Behavioral shifts in elderly consumers.

• Digital adoption across the country-growth of 15.3%

• Over the Top content consumption- grown at exponential rates- 5x

increase in consumers spending 16+ hours weekly

• Digital advertising is supposed to become equal to TV spends by end

of 2022.

• Growth in OTT advertising

(Source-Dentsu Report 2021)
 OTT
• OTT or Over-the-top platforms are those
streaming services via internet that started as
content curators but are now producing their
own contents in the form of films and web
series.

• These platforms use technologies like Artificial

Intelligence to understand the user and
suggest content on the basis of preference.
RECENT ADS
Saffola Arogyam Chyawan Amrit
Amul Panchamrit
Too Yumm in Inside Edge - Amazon Prime Video
 Marketing Communications

• Marketing Communications’ Objective

– To enhance brand equity by moving customers to
favorable action towards the brand—trying it,
repeat purchasing it, and becoming loyal towards
the brand.
• Brand Equity
– The degree to which consumers favorably perceive
the brand’s features and benefits as compared to
competitive brands and how strongly these views
are held in memory
Malkist
 Malkist

• The brand's debut ad campaign showcases its

new positioning 'Malkist Can't Resist’.
• The TG cuts across all age groups and regions.
• Along with Amitabh Bachchan, the campaign
also features actress Anikha Surendran, who
represents a younger target audience.
 The Tools of Marketing Communication

1. Media Advertising 4. Store Signage and Point-of- 6. Event Marketing and

• TV Purchase Advertising Sponsorships
• Radio • External store signs • Sponsorship of sporting
• Magazines • In-store shelf signs events
• Newspapers • Shopping cart ads • Sponsorship of arts, fairs,
• In-store radio and TV and festivals
 Internet/Digital
5. Trade- and Consumer- • Sponsorship of causes
 Mobile
Oriented Promotions 7. Marketing-Oriented Public
2. Direct Response and Relations and Publicity
Interactive Advertising • Trade deals and buying
allowances 8. Personal Selling
• Direct mail
• Telephone solicitation • Display and advertising
allowances
• Online advertising
• Trade shows
3. Place Advertising
• Cooperative advertising
• Billboards
• Samples
• Posters
• Coupons
• Transit ads
• Premiums
• Cinema ads
• Refunds/rebates
• Contests/sweepstakes
• Promotional games
• Bonus packs
• Price-off deals

Source: Adapted from Figure 1.1 in Kevin Lane Keller, “Mastering the Marketing Communications Mix: Micro and Macro
Perspectives on Integrated Marketing Communication Programs,” Journal of Marketing Management 17 (August, 2001), 823–851.
EMIRATES
 The Integration of Marketing
Communications (cont’d)
• IMC and Synergy
– Using multiple communication tools in
conjunction with one another can produce
greater results (synergistic effects) than tools
used individually and in an uncoordinated
fashion.
 Defining IMC
• Integrated Marketing Communications (IMC)
• Is a communication process for planning, creation, integration, and
implementation of diverse forms of marcom delivered to a brand’s
targeted customers and prospects
• Has as its goal, influencing or affecting behavior of targeted audience
• Considers all touch points a customer/ prospect has with the brand as
potential delivery channels for messages
• Requires that all of a brand’s communication media deliver a consistent
message
• Has customer/prospect as its starting point for determining types of
messages and media to inform, persuade, and induce action
 Five Key Features of IMC

1. Start with the customer or prospect.

2. Use any form of relevant contact or touch point.
3. Speak with a single voice.
4. Build relationships.
5. Affect behavior.
 Key IMC Feature # 1
• The consumer must represent the starting point for
all marketing communication activities
• Takeaway:
– Consumers in Control
• Outside-in approach: learn the media preferences and
lifestyles of customers/prospects to know the best
contexts to reach them with brand messages.
– Reduced Dependence on Mass Media
• Consumers are increasingly in control of their media
choices for acquiring information about brands.
Selecting the Appropriate MARCOM
Tools
Media-Neutral
Approach

Identify Marcom
Program Goals

Determine Best
Way to Allocate
Marketing Budget
Myntra
 Myntra

• Myntra has rolled out a film to announce the launch of

'Myntra Beauty', its expansion to the beauty and personal
care category.
• The film features actor Disha Patani and aims to position
Myntra Beauty as the go-to platform for beauty and personal
care needs.
• The new ad film has been conceived to project Myntra as the
expert for all things beauty, especially among a young target
audience, by allowing the brand to penetrate deeper into the
market and make quality beauty and personal care products
available to everyone.
• The campaign has been spread across TV, digital and social
platforms.
Bata- Brand Transformation
 Bata-Brand Transformation

• In 2018, European footwear major Bata roped

in Bollywood actor Sushant Singh Rajput as
the brand ambassador to promote its new
stylish and casual range of footwear.
• This was in line with Bata’s objective to make
the brand relevant and aspirational amongst
the young and trendy consumers.
• Sushant was a multi-faceted actor and a
favourite amongst youth with his
performances and style. He was a perfect fit
for the brand due to his charming persona and
HUL’s Domex vs. Reckitt’s Harpic-Comparative Ad
 HUL’s Domex vs. Reckitt’s Harpic

• HUL’s flagship home cleaning and disinfection brand, Domex, has

launched a brand campaign that takes on its competitor Harpic.

• The brand’s new communication looks to demonstrate how Domex

is the most superior in its category.

• The film aims to challenge consumer mentality skewed towards

toilet cleaners that do not serve the purposes of long-lasting
freshness and effective disinfection on toilet surfaces.

• The spot opens in a supermarket where a consumer is forced to

reconsider her toilet cleaner purchase when her son questions her
choice of product.
 Key IMC Feature # 2
• Use any and all MARCOM tools that are up to
the task
• Takeaway:
– 360-Degree Branding
• A brand’s touch points should be everywhere the
target audience is.
• Through the line marketing
– Not All Touch Points Are Equally Engaging
• Surround customers/prospects with the message, but
not to the
point of being irritatingly present.
 Key IMC Feature # 3

• Multiple messages must speak with a single

voice
• Takeaway:
– A brand’s positioning statement must:
• Present a clear idea of the brand in its target market’s
mind
• Consistently deliver the same unified message across all
media channels on all occasions.
DETTOL-BE 100% SURE
Whirlpool's Bloom wash technology:

Cleaning is no longer about dirt, sweat, and marks. It is now about allergens
and viruses.
 Key IMC Feature # 4
• Build relationships rather than engage in flings
• Takeaway:
– Loyalty programs promote long-term relationships
between customers and brands that lead to
customer retention.
– Experiential marketing programs can create brand
experiences that make positive and lasting
impressions on customers.

Brand Activation: Refers to generating consumer

interest by allowing consumers to use a
Coca cola Creates First Ever Drinkable Advertising Campaign
 Key IMC Feature # 5
• Don’t lose focus of the ultimate objective:
affect behavior
• Takeaway:
– The goal of IMC is to influence the target
audience in such a way that the audience
engages in a specific desired behavior.
– The effectiveness of an IMC program is judged by
its success in terms of its ultimate influence on
behavior.
HUL-Haath Munh Bum, Bimari Hogi Kam
 Obstacles to Implementing IMC
• Integration requires tight coordination among
all elements of a marcom program.
– Direct-to-customer advertising is more difficult
than a mass media campaign.
– The greatest challenge is making sure that all
marcom tools are consistently executed.
Making Brand-Level Marcom Decisions and Achieving Desired Outcomes
Fundamental Marcom Decisions
Fundamental
Marcom Program
Decisions

Setting
Targeting Positioning Budgeting
Objectives
 Fundamental Marcom Decisions:

All marketing
1. Directed to a specific
communications target market
should be:

2. Clearly positioned

3. Created to achieve
a specific objective

4. Undertaken within
budget constraints
 Marcom Implementation
Decisions
Marcom Program
Implementation
Decisions

Mixing Creating Selecting Establishing

Elements Messages Media Momentum
 Marcom Outcomes

Marcom
Outcomes

Enhancing Affecting
Brand Equity Behavior
 Marcom Program Evaluation
Marcom Program
Implementation

Measuring Results Taking Corrective

for Accountability Action
- Greater Investment
- Behavioral Providing - Different
Impact Feedback Communication
- Communication Combinations
Outcomes - Revised Strategy
- Revised Allocations
Ethical Aspects of Marketing
Communication
Unethical Advertising and Promotion
An advertisement is unethical in the following situations:
 When it has demeaned or under-estimated the rival’s product.
Example: Rin vs Tide.
 When it gives untrue or misleading information on the value of the product.
 When it fails to give useful information on the possible side effects of the
product.
Example: An advertisement of Nestle India Ltd. Maggie healthy soup claimed
“Happy heart” “Healthy soup”.

 Delivery channels
Direct marketing is one of the most controversial methods of promotional tools,
especially when the approaches included are unsolicited.

Examples include television commercials, email spam, direct mail and telemarketing.
Maggi Soup
Unethical Advertisements

Exaggeration

Unverified claims

Advertisements to children

Women stereotyping

Women as sex symbols

Unhealthy brand comparisons

Exaggeration- Allowed in most cases

 Using false claims in the

advertisements about the
product.

 For example: Tide detergent-

”White ho toh tide ho”, Vim-”One
drop challenge”, HappyDent
white chewing gum for sparkling
teeth.
Happydent White
Unverified claims

 It includes advertisements of energy

drinks which tells us about the
number of vitamins and how they
help children to grow strong and tall.

 There is no way of verifying these

claims.

For example: Horlicks, Bournvita

Horlicks
Advertising to Children

 Advertising promotes
superficiality and materialism
in children.

 Children are inexperienced and

easy prey.

 Persuasion to children creates

child-parent conflict.
 Women Stereotyping

Women are generally associated with

household work like washing dishes and
clothes and are not supposed to be a good
decision maker.

There has been a significant shift in portrayal

of women in Indian advertising, in recent
years.
Surf-Lalitaji
Women Used as Sex Symbols
 Unhealthy Brand Comparisons

 Nowadays advertisers are engaged in

unhealthy brand comparison with the
help of advertising.
 Such comparisons may create problems
and confusions for the right choice of
the product as far as audience are
concerned.
 For example: Colgate vs Pepsodent,
Coke vs Pepsi, Rin vs Tide.
Rin vs. Tide
Creative Strategy: Creative Brief

151
 Creative Brief
• Background
• Objectives
• Competition
• Target Audience
• Main Idea
• Support
• Desired Response
• Media
• Mandatories
152
 Background
• Who is your client?
• How did you get the client? What caused the
client to act?
• Timeline
• Budget & Scheduling

153
 Types of Objectives
• To build brand image.
– “Top of mind”
– “First choice”
• To inform.
• To persuade.
• To support other marketing efforts.
• To encourage action.

154
 Objectives
• Must be specific; use benchmark measures
• Set a timeframe for meeting objectives
• Examine what campaign accomplished in the
past

155
 Competition
• Who is your competition? Examine data from
secondary & primary resources.
• What types of advertising are they doing?

156
 Target Audience
• One of the most important components of
the brief.
• Go beyond demographics and describe the
target as a person.

157
 Main Idea
• What do you want the receiver to think
about the ad?
• Be explicit

158
Main Idea

159
 Support
• List points that back-up the main idea
• Do not misrepresent

160
 Support
The support claims
highlighted in this
advertisement is that Micro
Thins are:
• 30% thinner
• 40% lighter
• 4 times more scratch
resistant
• 10 times more impact
resistant
• 99.9% UV protected
• anti-reflective.

161
 Desired Response
• What do you want
the audience to do?
• Make sure the
desired response
matches objectives.

162
 Media
• Which media channels will be used?
• Basic information about the ad (length, b/w
or color, etc.)

164
 Mandatories
• Is there anything that must be included?
– Terms and conditions
– Guidelines and precautions
– Legal constraints
Important Information: CELEBREX may increase the chance of a
heart attack or stroke that can lead to death. It should not be used
right before or after certain heart surgeries. Serious skin
reactions or stomach problems such as bleeding can occur
without warning and may cause death. The most common side
effects are indigestion, diarrhea and stomach pain. People with aspirin-
sensitive asthma or allergic reactions due to aspirin or other arthritis
medicines or certain drugs called sulfonamides should not take
CELEBREX. CELEBREX should not be taken in late pregnancy. Tell
your doctor if you have high blood pressure, kidney or liver problems.
165
Communication Models and
Advertising Research
 The Communication Process

November 13, 2021

 AIDA Model

Awareness

Interest

Desire

Action

November 13, 2021

 AIDA Model of Promotion

Attention AIDA is a linear process:

You must capture attention
before you can develop
interest, interest must be
Interest developed before desire, etc.

Use the appropriate Desire

promotional tools:
Don’t try to do it all
with one ad!
November 13, 2021
Action
 AIDA Model of Promotion
• AIDA - Attention, Interest, Desire, Action
• A linear, sequential process based on a tripartite
approach to attitude, in which we believe that
cognition precedes affect, which precedes
behavior.
• AIDA is best applied to a promotional objective, not
to a single advertisement.

November 13, 2021

 AIDA Model of Promotion
Attention p 1:ttention
• The first step is to create awareness, then develop
basic cognitive beliefs about the product/service.
• Advertising, public relations, or personal selling can
all be used to accomplish this.
• What are the beliefs target market members
should have about your product? Is their existing
knowledge accurate?

November 13, 2021

 AIDA Model of Promotion
• Step Interest
• The second step is to create positive feelings toward
the product/service through first developing a liking
for the brand, then preference.
• Advertising is effective at developing liking, for
developing preference, other tools can play
important roles.

November 13, 2021

 AIDA Model of Promotion
• Step 3: Desi Desire reDettol wa
• This is the formation of a purchase intention: a
conviction by the consumer that this is the brand
they should buy.
• The issue here is to move someone from a
preference to an intention.
• Increase value in the buyer’s eyes.
• Sales promotion and personal selling are particularly
useful here.

November 13, 2021

 AIDA Model of Promotion
• Step 4: Action
• Purchase intention is not a purchase.
• Need to stimulate the buyer to take action.
• Possibilities: Time sensitive offer, emphasis on
positive or negative reinforcement.
• You must get buyers to perceive that there is more
value to action than inaction (ratio of benefits to
costs).

November 13, 2021

 Hierarchy of Effects

Unaware

Aware

Comprehension
& Image

Attitude

Action
November 13, 2021
 New Adopter Hierarchy

Awareness

Interest

Evaluation

Trial

Adoption
November 13, 2021
 Lavidge and Steiner model

Awareness

Knowledge

Liking

Preference

Conviction

Action
November 13, 2021
 Think/Feel/Do Model

• THINK: Problem recognition

Information search
Evaluation

• FEEL: Attitudes
Liking
Preference
Conviction
November 13, 2021
Satisfaction
 Think/Feel/Do Model

DO: Try
Buy
Other action response
Repurchase

November 13, 2021

 FCB GRID

November 13, 2021

 The DAGMAR Approach

Define Awareness

Advertising
Goals for Comprehension

Measuring Conviction
Advertising
Results Action
 RESEARCH STREAMS

November 13, 2021

 Research stream 1
Exposure, Salience, Familiarity – Zazonc
• Exposure – Preference is created by mere
exposure
• Salience – ‘TOMA’ [Top of mind awareness] for
mature brands. Reminder advertising
• Familiarity – Comfort, Security, Ownership,
Intimacy
• Implications – High level of ad repetition – for
low involvement products
November 13, 2021
 Research stream 2
Low Involvement Learning- Krugman, Ray
For normal products
Cognitive Attitudinal Behavioral
For L.I. products
Cognitive Behavioral Attitudinal
Implications – For L. I. products, greater
awareness and branding is required to build
preference (Wayne D. Hoyer).
November 13, 2021
 Research stream 3
Elaboration Likelihood Model – Richard E.
Petty and John T. Cacioppo

Consumers are more likely to process centrally

when motivation and ability to process is high.

When either or both is low, peripheral processing

is likely to take place.
November 13, 2021
 Elaboration Likelihood Model

CENTRAL ROUTE

High involvement: Cognitive analysis of brand features and

benefits

PERIPHERAL ROUTE

Low Involvement: Emotional analysis of situation and feelings

November 13, 2021

Elaboration Likelihood Model to Attitude
change

Advertisement

Motivation to Process No
information
Peripheral cue

Yes present

Ability to No
process information
Yes

Peripheral
Central route
route
November 13, 2021
 Factors that shape motivation and ability

• Ad medium
• Involvement or motivation (ad story)
• Knowledge level
• Comprehension
• Emotion
• Need for cognition

November 13, 2021

 Research stream 4
Cognitive Response Model
Advertising exposure and processing leads to
consumers forming SAs(Support Arguments)
and CAs(Counter Arguments). These are the
thoughts that go on in the consumer’s mind
which are cognitive responses.
• SAs change beliefs and attitudes.
• CAs strengthen existing beliefs and attitudes.

November 13, 2021

 Implications of the CR model
The objective of the advertiser would be to stimulate
SAs and minimize CAs.

• Repetitions. CAs rise and SAs fall with too much

repetition. Therefore, there is an optimal level
beyond which advertising should not take place
(ad wear out).
• Don’t expect to win over a hostile audience easily.
• Strength of argument promotes SAs.
• Positive moods generates SAs.

November 13, 2021

 Research Stream 5
Recall and Persuasion – David W. Stewart and
John G. Lynch
• Recall is a necessary but not a sufficient condition for
persuasion.
• For L.I. products, recall is necessary for
comprehension and comprehension is necessary for
persuasion.
• For H. I. products, message content indicating
superiority over competitive products and recall are
both necessary.

November 13, 2021

FEW CASES REVIEWED BY ASCI
Parachute Body Lotion
COMPANY: Marico Ltd

PRODUCT: Parachute Body Lotion

COMPLAINT:
• Ad is in poor taste. It inspires lust not art and sends wrong
message to kids about the skin show

DECISION: NOT UPHELD

• The CCC concluded that the advertisement was not indecent,

vulgar, or repulsive, and is not likely, in the light of generally
prevailing standards of decency and propriety, to cause grave
or widespread offence. The complaint was NOT UPHELD.
Center Fruit Chewing Gum
COMPANY: Perfetti Van Melle India P. Ltd.

PRODUCT: Center Fruit Chewing Gum

COMPLAINT:
Ad is harming the Incredible India campaign. They insist on “Atithi
devo bhav” principle, but this ad is totally contrary to this slogan.

NATURE OF COMPLAINT:
“Foreign tourists being grabbed by famous guide at the Ajanta – Ellora
caves!”
DECISION: NOT UPHELD
The CCC viewed the TVC and concluded that the depiction of the
Guide was meant to be humorous and was not likely to harm the
Athiti devo bhav campaign. It does not deride the guides in general
and therefore unlikely to cause grave or widespread offence. The
complaint was NOT UPHELD
COMPANY: Institute of Management Studies

COMPLAINT:

1. 240% Placements of PGDM (2012-14) Batch

2. IMS – Ghaziabad Consistently Ranked Amongst Top B – Schools In
India.

DECISION: UPHELD

The CCC viewed the print advertisement and considered the

Advertiser’s response. The CCC concluded that the claim, “240%
Placements of PGDM (2012-14) Batch”, was not substantiated with
supporting data. The Ad contravened Guidelines for Advertising of
Educational Institutions and Programs as well as Chapter I.1 of the
ASCI Code. This complaint was UPHELD.
 Creative Strategy:
Advertising Appeals

November 13, 2021

 What is an Advertising Appeal?

• Refers to the approach used to attract the

attention of consumers and/or to influence
their feelings toward the product, service, or
cause.
• Something that moves people, speaks to their
wants or need, and excites their interest.
• The underlying content of the advertisement.

November 13, 2021

 Advertising Appeals

• Fear
• Humor
• Sex
• Music
• Rational
• Emotional
• Scarcity

November 13, 2021

Deciding on an Advertising Appeal

• Review Creative Brief (specifically objectives

section)
• The nature of the product
• The preferences of the client (very important)
• Common sense and gut feeling

November 13, 2021

 Fear Appeal
• Increases viewer interest in the ad and the
persuasiveness of the ad.
• Used with health and beauty products, idea
marketing, insurance.
• Most experts believe that a moderate level of fear is
most effective.
e.g. of usage: “You’ll loose your hair if you don’t use this
oil” Consequences of consuming cigarettes, alcohol,
tobacco etc.
• Other product categories have started using this form.
November 13, 2021
 Fear- Budweiser

November 13, 2021

 Humor Appeal
 Excellent at capturing attention.
 Score high in recall tests.
 Should be related directly to customer benefit. Or
else, the joke can overpower the message.
 The humor should relate either to a product
attribute, a customer benefit, or the personal
value obtained from the product.
Confectionary category: Mentos, Chlor-mint, Center
Shock, Alpenleibe, Happydent White
Adhesive category: Pidilite Fevicol
Electronic/Appliances category: Havells - Havells
Momenta Mixer Grinder
November 13, 2021
 Humour-Chlormint

November 13, 2021

 Humour-Fevicol

November 13, 2021

 Humour- Fevicol

November 13, 2021

 Humour-Havell’s

November 13, 2021

 Sex Appeal
 Subliminal techniques
 Nudity or partial nudity
 Sexual suggestiveness
 Overt sexuality
 Sensuality

November 13, 2021

 Sex-Slice

November 13, 2021

 Are Sex Appeals Effective?
Research Results

• Sex and nudity do increase attention.

• Rated as being more interesting.
• Often leads to strong feelings about the
advertisement.
• Often interferes with message comprehension

November 13, 2021

 Music Appeals
 Has intrusive value.
 Gains attention and increases the retention of
visual information.
 Can increase persuasiveness of an advertisement.
 Design Questions
 What role will music play?
 Will a familiar song be used or new song created?
 What emotional feeling should song solicit?
 How does the music fit with the message of the
ad?

November 13, 2021

 Music Appeals
• Sometimes the music is incidental.
• It can be the primary theme of the ad.
• A well-known song can be used.

E.g. Usage of signature tune: Titan, Raymond,

Airtel, Nokia, Britannia

November 13, 2021

 Rational Appeals

• Print media is well-suited for rational appeals.

• Used by business-to-business advertisers.
• Well-suited for complex and high involvement
products.
• Have the lowest attraction appeal & very low
intrusive capabilities.
• Recent usage- TV Commercials
November 13, 2021
 Hitachi – AI Captain: The Future of Ship Navigation

November 13, 2021

 Hitachi – AI Captain: The Future of Ship Navigation
• The IT services company wanted to show the benefits of using artificial
intelligence (AI) but was careful not to jump into just selling its product.
• Instead it took its time to curate a compelling human story, clearly guided
by its brand slogan: ‘Inspire the Next’.

Ad Storyline:
• Initially we meet Jan, who dreamt of being a captain when he was a child,
and as an adult he’s achieved that.
• We then meet other members of his team who aspired to be sailors and are
clearly as humble and hard working as Jan.
• Apart from the clever title ‘AI Captain’ we don’t hear anything about the
benefits of AI until two-thirds of the way through.
• It’s only then we begin to see how AI has helped them create safer journeys
and a less stressful environment so they can continue, bound as a team
through the positivity they have for each other.
• Surely this is every leader’s aspiration for their team
November 13, 2021
 LinkedIn

November 13, 2021

 LinkedIn
• LinkedIn wanted to encourage people to use its platform to find new job
opportunities.
• Its commercial achieves this by tapping into a concern most people have –
job fulfilment.
Ad Storyline
• At the beginning of the advert we meet Dee Dhamija, who’s immediately
relatable.
• She’s unhappy with her job and feels she’d be better off in a different role,
which is no doubt how the target audience of LinkedIn’s job search feel.
• But there’s a light at the end of the tunnel when Dee uses her LinkedIn
account to reach out to her contacts, who between them cover multiple
industries.
• She meets someone who helps her make a complete career jump, showing
that if Dee can do it, you can too.
• It appears there’s some truth in the saying: ‘It’s not what you know, it’s who
you know’.

November 13, 2021

 Emotional Appeals
 Based on three ideas:
 Consumers ignore most ads.
 Rational ads go unnoticed.
 Emotional ads can capture attention.
 Viewed by creatives as key to developing
brand loyalty.
 Uses peripheral processing route.
 Consumer advertisements use more of
emotional appeals.
 Works well when tied with other appeals.
November 13, 2021
 Emotions Used in Advertisements
• Trust • Protecting loved
• Reliability ones
• Friendship • Romance
• Happiness • Passion
• Security • Family Bonds
• Glamour/luxury – with parents
• Serenity – with siblings
• Anger – with children
November 13, 2021
– with extended
 Hyundai

November 13, 2021

 Hyundai

November 13, 2021

 Scarcity Appeals

• Based on limited supply of a product.

• Based on limited time to purchase.
• Often tied with promotional tools such as
contests, sweepstakes and coupons.
• Encourages customers to take action.

November 13, 2021

 RAYMOND

November 13, 2021

 Raymond- Rising through Emotional Route

November 13, 2021

November 13, 2021
Advertising Agency-Structure & Processes
&

Advertising Bodies in India

Types of Advertising Agencies

Full service ad agency (Provides a whole range of services to the clients,

both advertising and non-advertising).

A la carte services (Such outfits specialize in creative concepts, strategy

development, media planning).

The house agency (A house agency is an advertising agency established

by a company to look after its advertising requirements).
Specialist departments in an ad agency

 Account Services/Client Servicing

 Creative services

 Media services

 Production
How do agencies earn revenue?

They charge a fee for creative work and make a 15% commission on
media.

If they place media buys, such as television or radio airtime, or print

media space, such as newspapers, magazines, or billboards, they add
the standard 15% commission on the costs of the media.

They may charge a flat monthly rate for creative work and sign a
contract with a client guaranteeing X amount of work for Y amount of
money. (A one to three year contract is normal.)
 Advertising Bodies

• The Advertising Agencies Association of India (AAAI) is a

professional body created to provide a forum to ad
agencies & to serve their interests.

• Advertising Standard Council of India (ASCI) is an

independent body, which looks at the complaints
received, tries to impress upon the ad agencies or
clients to look at the issues & take corrective actions.
 ASCI’S EXPECTATIONS FROM BRANDS
• How can we safeguard consumer interests?
Advertising with a conscience
• What is the consumer looking for in an advertisement?
Honesty in advertising
• How can we protect children from emulating dangerous
acts?
Responsibility in advertising
• How can we not offend public sentiments?
Decency in advertising
• How can we ensure healthy competition among brands?
Fairness in advertising
FORD FIGO.pptx ASCI cases.pptx
The Pitch Process

Proactive pitching: Agency taking a lead in contacting

a prospect

Reactive Pitching: The client contacts the agency

The Pitch Process

1. Identifying the crack team

2. Generating leads
3. Finding the right contact
4. Establishing the contact
5. Opening the doors
6. First Client meeting
7. Subsequent meeting
8. Research
9. Evolution of the agency strategy and brief
The Pitch Process…contd…..

10. Briefing of the relevant internal departments

11. Assimilating the output

12. Finalizing the presentation

13. Pitch presentation meeting

14. Follow-up

15. Post result

 What does an advertiser looks for in
advertising agencies?
• Quality of advertising output
• Demographics
• Attitude & involvement
• Servicing
• Specific expertise
• Word of mouth
• People power
• Marketing orientation
• Connections & associations
Agency pitching process from client’s perspective

The client generally has a team that sits during the presentation
of campaigns by agencies.

The team can be internal, with members from marketing, brand

management, publicity, public relations and finance forming a
team.

Depending on the importance of the campaign, it is not

uncommon to see the CEO also participating in exercise.

In case of the government and public sector accounts, they

often bring in outside experts drawn from academia and those
who have no vested interest to form the panel of judges.
What does an advertiser looks for in
advertising agencies?

The prime consideration on the mind of an advertiser

while retaining an advertising agency is that it is able to
build a brand.