Building advertising programs

A PPT on Building advertising programmes

1. Building advertising programmes S ARATH.S

2. Message development In Direct Marketing:- The message is often longer and contains more explanation and detail than regular advertising. Messages must contain clear comparisons or characteristics such as price, style, convenience, etc.

3. Message should reflect whether the offer is one step offer that is asking for direct sales response or two step offer is designed to answer consumer questions, drive to a computer store, setup appointments.

4. In research:- Planners conduct research with members of the target audience to develop the message strategy and test the relative effectiveness of various selling strategies In telemarketing:- Message has to be simple enough to be delivered over the telephone.

5. The message also must be compelling. There must be a strong initial benefit or reason why statement to convince prospects to continue listening. Message must be short.

6. Message effects Effects are found in various types of consumer responses produced by advertising effects People generally respond in predictable ways.

7. Message execution It is the form in which the ad’s message is presented. Execution details are the specifics about how the message will look, read, and sound in its finished form.

8. Message objectives Perception- create attention, awareness, interest, recognition Cognitive- deliver information and understanding Affective- touch emotions and create feelings.

9. Persuasion- change attitudes, create conviction and preference. Transformation- establish brand identity and associations. Behavior- stimulate trial, purchase, repurchase

10. Headlines Headline is a key element in print advertising. Headline works with the visual to get attention and communicate the creative concept. Headline must identify the product and brand Headline should lead readers to the body copy.

11. categories Direct action headlines Assertion – states a claim or promise that motivates someone to try the product Command- tells the reader to do something How To Heads- people are rewarded for investigating product when the message tells them how to use it.

12. News announcements- news headlines are used with product introductions, but also with changes, new styles and new uses to get attention and motivate people to try the product. Indirect Headlines Puzzles- puzzling statements require the reader to examine the body copy. Associations- these headlines use image and lifestyle to get attention and build interest.