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Advertising and Promotion

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Advertising and Promotion (MKT621)
VU
Lesson 18
CREATIVITY IN ADVERTISING
OVERVIEW
Advertising has a very important and vital role in the image building and marketing of products
and or services in this rapidly changing competitive world. In this lecture we will explain the
creativity in advertising, its meaning aspects and different steps in the creative process.
Simultaneously we will also explore the concept of research along with how to create major
selling ideas and style of selling. This will help in understanding various creative stages and
their importance
CREATIVITY IN ADVERTISING
Creativity is at the heart of everything we do our ability to transform strategic thinking into
ideas enables us to develop creative communications that work in the market whether it is print,
radio or television add, a corporate broacher or an annual report creativity makes our work
standout.
Creativity means being novel and appropriate. It is the ability to generate fresh unique and
appropriate ideas that can be use as solution to communication problem.
There are three difference stages of creativity in advertising namely, create, creation and
creative.
CREATE: It means to bring something in to being and originate a new and unique idea.
CREATION: After the process of creating or originating a new idea be created original
product of human invention or imagination leads to creation.
CREATIVE: In order to understand the creativity or being creative can be translated into
seeing same thing as everybody else but thinking differently.
Three aspects are most accepted:
For advertising being creative three aspects are universally most accepted these are the creative
process, creative person and in this perspective the creative situation. These aspects are
explained below:
·
The creative process. It means receiving most of attention, focusing on mechanism &
phases involved during the process one partakes in a creative act.
·
The creative person. This relates to the personality traits of creative people who are
responsible and central to this process.
·
The creative situation. In this situation the criteria & characteristics of creativity are
considered to provide workable, acceptable and practical aspects of the situation.
Four Rules of Creativity:
There are generally four basic rules to be kept in mind during the creativity process these are
mentioned below:
1. Make the product relevant to customer.
2. It should be promise to the customer.
3. Don't let it stand alone.
4. Always put product in the centre of the commercial.
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Advertising and Promotion (MKT621)
VU
THE CREATIVE PROCESS
To understand the creative process it is essential that the different avenues and steps of this may
be identify and understood there are five different steps in the effort of the creative process:
·
IMMERSION ­ This tantamount to gathering raw material information through
background research and immersing yourself in the problem.
·
DIGESTION -- This means taking the information, working with it and thinking about
it in the mind.
·
INCUBATION ­ This step helps you to put the problem out of your conscious mind
and putting the information to do the work.
·
ILLUMINATION ­ As a result of first three steps the birth of an idea takes place.
·
VERIFICATION ­ Basically the purpose of this step is to study the idea to see if its
still looks good or solve the problem and subsequently shaping the idea for practical
benefit.
BACKGROUND IN RESEARCH:
The creative specialist has to use informal fact finding techniques to learn as much as possible
about the client product or service and in this respect five different aspects as detailed below
should be kept in mind:
1. Reading anything & everything related to product or market.
2. Asking everyone involved with the product e.g. designers, engineers etc.
3. Listening to what people are saying.
4. Using product or service for familiarity.
5. Understand people being reached.
MAJOR SELLING IDEAS:
An important part of creating strategy is determining the central theme which will become a
major selling idea of the add campaign. In order to be effective an add campaign must contain a
"big idea" that attracts the consumer attention, gets reaction and sets the product or service
apart from the competition. Some of the best known approaches are as follows:
1. Using unique selling proposition.
2. Creating a brand image.
3. Finding the inherent drama.
4. Positioning.
USING UNIQUE SELLING PROPOSITION:
Following three characteristics of unique selling propositions are given below:
3 characteristics are essential.
·  Each advertisement must make a proposition to the customer. It should say - "Buy this &
you will get the benefit."
·  Must be unique either in brand or in claim.
·  Must be strong enough to move masses, i.e. pull new customers to your brand.
CREATING A BRAND IMAGE:
In many products and service category competing brands are so similar that it is very difficult
to fine or create uniqueness or benefit to use as the major selling ideas. The creative strategy
used to sell products is based on the development of a strong, memorable identity for the brand
through "image advertising."
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Advertising and Promotion (MKT621)
VU
FINDING THE INHERENT DRAMA:
Advertising campaign can be very effective if it has drama which makes a very interesting and
engrossing e.g. the advertisement of Mirinda drink revolves around the drama that the mother is
so fascinated by the taste of the drink and she doest even recognized her lost son.
POSITIONING:
Any product creates a position of itself in the market. The process which determines what place
will be occupied in the given market with the ongoing products is called positioning. The
markets can position a product, service and ideas in the following ways.
­
By Price: (Nirma washing powder by claiming same cleaning in lesser price).
­
By Attributes. (Surf Excel can save two buckets of water).
­
By ability to surpass competition. (Harpic cleans better than other toilet cleaners).
­
By application. (Fair and lovely can make the skin fairer in fourteen days only).
­
By product users. (Shezan is a favorite drink of all children)
­
By product class. (Malee Juice is the real fruit juice).
STYLE OF SELLING:
Style of selling can be decided according to the nature of the product, the competition and the
target audience. The style of each agency and individual campaign differs in this context there
are two styles of selling in use and are classified as Hard Sell Advertising and Soft Sell
Advertising. The meaning, purpose and classification are illustrated in the chart no. 22 below:
HARD SELL
SOFT SELL
ADVERTISING
ADVERTISING
It is like ---
Just opposite to hard sell with the
Coaxing the receiver with the immediate
immediate advertising. Wider approach to
Demand to buy the product e.g. buy now
buy the product. Uses suitable approach.
Creating Pressure to buy.
Better as it does not irk the customer.
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Table of Contents:
  1. INTRODUCTION TO ADVERTISING:Its growing importance, Explanation of Personal and non-personal selling
  2. INTRODUCTION TO ADVERTISING:ADVANTAGES, Communication, Information, Various Media
  3. INTRODUCTION TO ADVERTISING:FUNCTIONS OF ADVERTISING, IMPACT OF ADVERTISING
  4. ADVERTISING AND SOCIETY:PRACTICAL BENEFITS, ETHICS IN ADVERTISING, Marketplace & Market space
  5. MARKETING TOOLS:COMPONENTS OF MARKETING MIX, PRODUCT LIFE CYCLE (PLC) CURVE
  6. MARKETING TOOLS:SWOT Analysis, Contents & Structure, ROLE & FUNCTION OF ADVERTISING
  7. ROLE AND FUNCTIONS OF ADVERTISING:Structure of an Advertising Agency, How to Select an Advertising Agency
  8. ADVERTISING PLANNING:ADVERTISING OBJECTIVES, Types of Advertising, Positioning Strategies
  9. POSITIONING:BRANDING, 7 Steps of Creative Process, UNIVERSAL ADVERTISING STANDARDS
  10. ADVERTISING MESSAGE:Message Content, BASIC TERMS & CONCEPTS
  11. ADVERTISING BUDGET:4 Methods to determine, ADVERTISING RESEARCH, ADVERTISING RESEARCH
  12. ADVERTISING REACH:BROAD COMMUNICATION OBJECTIVES, ADVERTISING COPY METHODS, MEDIA RESEARCH
  13. PRE – PLACEMENT EVALUATION:ACCOUNT PLANNING, MARKET, COMPETITION
  14. WORKING OF ADVERTISING:12 Steps to develop effective campaign, SOURCE or THE ADVERTISER
  15. ADVERTISING RESPONSE HIERARCHY MODELS:AIDA MODEL, PROCESS REQUIRED TO GET BIG IDEA
  16. PROBLEM SOLVING STRATEGIES:Procedure to Handle Problems, In brief, Eight principles apply to consumer behavior
  17. CONSUMER BEHAVIOUR:ADVERTISING APEALS, MEDIA MIX DECISIONS, Target Rating Point (TRP)
  18. CREATIVITY IN ADVERTISING:Three aspects are most accepted, Four Rules of Creativity
  19. COPY WRITER:CHARACTERISTICS OF COPYWRITER, IMPORTANCE OF LANGUAGE
  20. WHY ADVERTISING:Advertising & Market Education, ADVERTISEMENT CAMPAIGNS
  21. METHODS TO APPRECIATE A PROBLEM:SPONSORSHIP—an important tool, Special Characteristics
  22. IMPORTANT TOOL OF ADVERTISING:TELEVISION ADVERTISING, TRANSIT ADVERTISING
  23. ONLINE ADVERTISING:Banners, Logos, Email Ads, Keywords on Search Engines, New Developments
  24. ONLINE ADVERTISING:Structural Challenges, Adobe Photoshop, JAVA, HTML, DHTML, ASP & JSP
  25. SALES PROMOTION:Consumer Oriented Promotion, HOW TO USE TRADE PROMOTION, Dealing with the Trade
  26. PUBLICITY:PERSONAL SELLING, ROLE OF SALES PERSON, FUTURE OF GLOBAL ADVERTISING
  27. MARKETING ENVIRONMENT:Competitors, The Target Buyer, Segmenting your Market, FUTURE OF MARKET GROWTH
  28. MARKETING PLAN:Situational Analysis, Macro – Environment Situation, Marketing Objectives, Financial Objectives
  29. MARKETING PLAN:PROMOTING BUSINESS IN LOW COST, SUPPLY CHAIN, BUYER IDENTIFICATION
  30. HOW TO BE GOOD CLIENTS:CHANNEL BUYERS, HOW TO BE GOOD CLIENTS 14 RULES
  31. CLIENT – AGENCY RELATIONSHIP:HOW TO KEEP CLIENTS (10 Ways), Three Points for Consideration
  32. CLIENT – AGENCY RELATIONSHIP:ADVERTISING WITHOUT AN AGENCY, LOGO AND CORPORATE IDENTITY
  33. NEWSPAPER ADVERTISING:AD PRODUCTION,TYPES OF NEWSPAPER ADS, CIRCULATION
  34. OTHER ADVERTISING MEDIUM:HOW TO USE MAGAZINES, HOW TO USE RADIO, Daypart buying options
  35. UTILITY OF VARIOUS MEDIA:TAPE OR FILM, UTILITY OF TV, DIRECT MAIL PACKAGE
  36. OTHER ADVERTISING MEDIA:POINT OF PURCHASE (POP), TRANSIT ADVERTISING, LIMITS OF ADVERTISING
  37. CONTINUOUS TRACKING:PLANNING CAMPAIGN, HOW TO UNDERSTAND ADS, ASK BASIC QUESTIONS
  38. SEASONAL ADVERTISING:MAXIMIZING IMPACT, THE WEB ADVERTISING, MEASURING ADVERTISING
  39. COMPONENTS OF ADVERTISING:BUY - OLOGY OF MIND, BUY - OLOGY OF MIND
  40. CRITICISM ON ADVERTISING:SHOULD ADVERTISING BE ABOLISHED,
  41. EFFECT OF ADVERTISING:HOW TO PROMPT AWARENESS, CREATING DESIGN THAT SELLS
  42. CREATING EFFECTIVE DESIGN:LANGUAGE OF TYPOGRAPHY, HEADLINES THAT COMMUNICATE
  43. WORKSHEETS:DEMOGRAPHICS OF YOUR TARGET, YOUR COMPETITOR
  44. GLOSSARY OF ADVERTISING:ACCOUNT EXECUTIVE, PROOF, VOICE OVER
  45. CONCEPT OF AN AD:HOW TO DEVELOP A CONCEPT OF AN AD