advertising creativity

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is concerned with the perception, attitude, values, personality, and motivation including buying motives.

creativity in advertising

deals with consumer behaviour.

consumer psychology

is the process whereby individuals decide whether, what, when, where, how and from whom to purchase goods and services

consumer psychology

Factors Influencing Consumer Psychology: 4

culture subculture social class personal factors

are the urges which compete consumers to buy. People buy the product because they need them.

buying motives

means the urge for the satisfaction of which a consumer makes such purchase

buying

is the force which inspires the consumer to make a purchase and which directs his behaviour.

motive

Classification of Buying Motives: 2

primary motives secondary motives

The most commonly known secondary buying motives are as follows: 9

fear profit vanity habit curiosity sex love comfort patronage motive

This is also an important motive. It also influences Purchase of many articles.

vanity

exist out of buyers‟ desire to purchase or patronise a particular seller rather than other sellers.

patronage motive

refer to important features of a product that influence the decision of people to buy it.

selling points

Essentials of Selling Points:

it must be truthful it should be specific it must be believable it must be understood by the reader

is a mental process. means "seeingin the mind‟s eye the form of the idea as it would appear in the advertisement

visualisation

Process of Visualization : 6

study the products/service to be advertised study advertising objectives collect relevant information conceptualised ideas analyse the ideas select two or three versions or ideas

Techniques of visualisation

- Identifying or Pinning Down the Problem - Forming Pool of Observations Facts Collected and Information Gathered - Generating Brain Waves - Brain Storming - Mediation - Rough Layout - Giving Final Shape

means a written matter in any advertisement. It may consist only one word or many words

copy

the heart of an advertisement. It shoulders the responsibility for influencing the buyers

copy

Characteristics of Copy :

brevity clarity aptness interesting sincerity personal convincing

A copy should be brief because readers have no time to go through the lengthy text and they must be able to, read within a short tim

brevity

The message should be pointed towards the prospect

aptness

Types of Copy :

scientific copy descriptive copy narrative copy topical copy personality copy colloquial copy reasoning copy questioning copy prestige copy

is prepared for technical products describing about the features, advantages, uses, contents and all the technical details about it. It is prepared for machineries, computers etc

scientific copy

It is a non-technical copy presented in such a manner that any layman can easily understand

descriptive copy

It is in the form of a fictitious story which narrates the uses advantages, after effect etc., of the product.

narrative copy

This copy establish a connection between the product and a particular happening

topical copy

This copy takes advantages of the opinion of an important personality

personality copy

informal language may be used to convey the message. The terms which are used in daily conversation are in the copy

colloquial copy

one which reasons to the customer as to why he should buy a product. This copy explains to the customer in detail all the particular product must be purchased.

reasoning copy

the text asks one or more questions to readers not for any answer but only for the sake of response to it

questioning copy

the position and prestige of the customer is emphasised.

prestige copy

Elements of Copy:

main headline sub-headline body copy captions slogans logo

is the starting or the top line of an advertisement, usually printed in bold and of larger type size

headlines/main headline

It refers to the text of the advertising message. Favourable information about the product and its features is provided in the copy text.

body copy

are small sentences that seem to come out the mouth of the people shown in the ads

captions

small catchy phrase used to sum up the advertising message

slogan

are special designs of the advertiser or its products which are used to facilitate identification.

logos

a word or phrase printed in large letters above the advertising message

headline

Essentials of a Good Headline :

original concise specific provocative

Classification of Headlines

benefits headline news style headline advice headline challenging type of headline selective headline situation headline label headline

It emphasises on the quality, performances, services, advantages of the product list this types, words like „Now‟. „Atleast‟ etc. are added to the headline.

news style headline

announces not only about the ___ of the product but also the selling points. Such headlines are „introducing type‟ or „warning type‟.

label headline

sentence used repeatedly by a company of any organisation to create an impression in the minds of the customers.

slogan

comes from the Greek word „logos‟ meaning „simply the world‟.

logo

Chap 1

Chap 1

chap 1 part 2

chap 1 part 2

galing kay jayson

Jake Matthew · 22問 · 1年前

galing kay jayson

22問 • 1年前

chap 2

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chap 2

11問 • 1年前

chap 2 part 2

chap 2 part 2

Chap 1

Chap 1

chap 2

Jake Matthew · 26問 · 1年前

chap 2

26問 • 1年前

chap 3

chap 3

chap 3

chap 3

chap 4

Jake Matthew · 12問 · 1年前

chap 4

12問 • 1年前

case study 1

case study 1

case study 2

case study 2

chapter 5

chapter 5

case study 3

case study 3

chap 5 part 2

Jake Matthew · 7問 · 1年前

chap 5 part 2

7問 • 1年前

case study 4

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case study 4

19問 • 1年前

first mass

first mass

chap 1

chap 1

lesson1

lesson1

chap 2

chap 2

chap 3

chap 3

chap 4

Jake Matthew · 5問 · 1年前

chap 4

5問 • 1年前

chap 5

chap 5

chap 6

Jake Matthew · 7問 · 1年前

chap 6

7問 • 1年前

chap 1

chap 1

chap 2

chap 2

chap 3

chap 3

chap 1

chap 1

topic 6

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topic 6

45問 • 1年前

evolution

evolution

module 3

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module 3

27問 • 1年前

module 4

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module 4

32問 • 1年前

module 5

module 5

chap 6

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chap 6

36問 • 1年前

chap 7

chap 7

chap 8

chap 8

CHAP 8

CHAP 8

chap 9

Jake Matthew · 9問 · 1年前

chap 9

9問 • 1年前

chap 9

Jake Matthew · 44問 · 1年前

chap 9

44問 • 1年前

chap 11

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chap 11

7問 • 1年前

chap 10

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chap 10

30問 • 1年前

chap 9

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chap 9

47問 • 1年前

chap 6

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chap 6

36問 • 1年前

chap 7

chap 7

chap 8

chap 8

chap 10

Jake Matthew · 29問 · 1年前

chap 10

29問 • 1年前

metamorphosis and articles

Jake Matthew · 32問 · 1年前

metamorphosis and articles

32問 • 1年前

agrarian reform

Jake Matthew · 44問 · 1年前

agrarian reform

44問 • 1年前

taxation

Jake Matthew · 28問 · 1年前

taxation

28問 • 1年前

mod 17

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mod 17

14問 • 1年前

module 18

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module 18

22問 • 1年前

module 20

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module 20

27問 • 1年前

chap 1

Jake Matthew · 28問 · 1年前

chap 1

28問 • 1年前

chap 1

Jake Matthew · 22問 · 1年前

chap 1

22問 • 1年前

chap 1

chap 1

chap1

chap1

chap 2

chap 2

chap 3

chap 3

chap 2

chap 2

chap 3

chap 3

chap 4

chap 4

chap 5

chap 5

chap 6

chap 6

chap 2

Jake Matthew · 45問 · 1年前

chap 2

45問 • 1年前

chap 3

Jake Matthew · 33問 · 1年前

chap 3

33問 • 1年前

chap 4

chap 4

chap 5

Jake Matthew · 32問 · 1年前

chap 5

32問 • 1年前

chap 2

chap 2

chap 3

chap 3

chap 4

Jake Matthew · 33問 · 1年前

chap 4

33問 • 1年前

chap 2

chap 2

creativity and business idea

Jake Matthew · 34問 · 1年前

creativity and business idea

34問 • 1年前

chap 5

chap 5

creativity part 2

creativity part 2

chap 4

chap 4

domestic and international

Jake Matthew · 48問 · 1年前

domestic and international

48問 • 1年前

business plan

business plan

Business plan part 2

Jake Matthew · 12問 · 1年前

Business plan part 2

12問 • 1年前

marketing plan

marketing plan

chap 5

Jake Matthew · 25問 · 1年前

chap 5

25問 • 1年前

chap 6

chap 6

chap 7

Jake Matthew · 29問 · 1年前

chap 7

29問 • 1年前

media research

media research

economic and social aspects of advertising

Jake Matthew · 9問 · 1年前

economic and social aspects of advertising

9問 • 1年前

advertising agency

advertising agency

planning an advertiser campaign

planning an advertiser campaign

chap 7

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chap 7

5問 • 1年前

chap 8

chap 8

web store

web store

identifying and understanding customer

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identifying and understanding customer

41問 • 1年前

retailing establishing

Jake Matthew · 39問 · 1年前

retailing establishing

39問 • 1年前

integrated retail

Jake Matthew · 23問 · 1年前

integrated retail

23問 • 1年前