creative strategy and ad budget

1. CREATIVE
STRATEGY &
ADVERTISIN
G BUDGET
PREPARED & PRESENTED BY:
MS. HIMANI R.

2. Layout
 Creative approaches;
 The art of copywriting;
 Advertising copy testing;
 Creativity in communication,
 Motivational approaches & appeals,
 Advertising budget process;
 Methods of determining Advertising appropriations.
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Presented by: Ms. Himani

3. Creative Approaches
 Advertising can create a desire for products and
services through the appeals they use to persuade
prospective buyer to buy goods and services.
 Advertising appeal is therefore the basis or
approach used in an ad message to attract the
attention or interest of consumers and/or influence
their feelings toward the product or service or
cause.
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Presented by: Ms. Himani

4. Types of Advertising appeals
 Emotional appeal
 Humor appeal
 Sex appeal
 Music appeal
 Scarcity appeal
 Rational appeal
 Masculine/Feminine
appeal
 Brand appeal
 Adventure appeal
 Romance appeal
 Youth appeal
 Endorsement appeal
 Word appeal
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Presented by: Ms. Himani

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Presented by: Ms. Himani

6. The art of copywriting
 Advertising copy is central to the marketing campaigns of an
organization.
 The aim of the copy is to ensure that the actual information presented
to the customers influence them to buy your products rather than a
competitor’s.
 Advertising copy is the dialogs of the TV advertisement, radio
advertisements or the print advertisement.
 In radio advertisements, the role of advertisement copy is all the more
important as there are only a few other things which can be used to
attract listeners attention.
 Also, in print form of advertisements, the positioning and the
appearance of the text needs to be thoroughly reviewed apart from the
meaning it is conveying.
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Presented by: Ms. Himani

7. Continued
 The main objective for inking an advertising copy is to
make the customer buy your company’s product.
 Drafting an advertisement copy requires skill & effort.
 It requires a thorough analysis of the target audience.
 It is a crucial aspect of advertisement as for
advertisements it is the one thing which is going to convey
advertisers message.
 There are many theories which makes advertisement
copies effective and appealing to the customers.
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Presented by: Ms. Himani

8. Advertising Copy Testing
 It is a specialized field of market research that
determines advertisement’s effectiveness based on
customer response, feedback and behavior.
 Useful for selecting one out of many ads executions
or to improve compression or tone of the ads.
 It is both qualitative and quantitative market research
technique.
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Presented by: Ms. Himani

9. What to test?
 Source factors: effectiveness of Spokesperson used
 e.g.- Tiger Woods for Nike-successful
 Britney Spears for Pepsi-Unsuccessful as she grew old
 Message variables: Meaningful, memorable, attractive
 e.g. - Ad showing celebrities using LUX beauty soap appears vague
 Media strategies: Integrated media mix(contribution of
various media and their synergistic effect)
 Budgeting decisions: Relationship of ad budget & sales
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Presented by: Ms. Himani

10. When to test?
 Pretesting:
 Measures taken before the campaign is implemented.
 Occurs at point-idea generation, rough execution, testing the final version
before implementing it. e.g. Concept testing
 Methods used: -Laboratory Methods -Field Methods
 Advantages: Inexpensive feedback, money saving
 Disadvantages: Miscommunication, time delay
 Post testing:
 To determine whether the objective is accomplished or not
 Serve as a input into the next period’s situation analysis
 Methods used: Field Methods
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Presented by: Ms. Himani

11. Creativity in communication
 There are 4 questions your copy needs to answer:
 1 What exactly is being offered? You should answer the
question: “What’s in it for me if I give you my information?”
 2 What are the benefits of the offer? You should explain why
your reader just can’t live without it!
 3 Why does the prospect need the offer NOW? Your copy
should make it easy for your prospect to convert.
 4 How does the prospect get the offer? Your copy should
make it easy for the lead to convert.
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Presented by: Ms. Himani

12. Advertising budget process
 AFFORDABLE METHOD
 Advertisers base their advertising budget on what they can afford. An amount
after allocating all the relevant company expenditure is given for advertising.
 It is based on the presumption that the firm can only afford that much amount on
advertising.
 This method is not logical since it doesn’t considering the advertising needs of
the firm.
 PERCENTAGE OF SALES METHOD
 A fixed percentage of the sales figure is allocated as advertising budget.
 This sales figure could be last year’s sales figure or the average of the sales
figures of last years.
 It may also use projected sales figure in determining the ad budget.
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Presented by: Ms. Himani

13. Continued
 COMPETITIVE PARITY METHOD
 The advertising expenditures of competitors are taken as the
guidelines for setting advertising budget.
 It is based on the belief that the firm will maintain his market share as
it spend same amount on advertising as his competitors
 This method is used as a defensive device by the advertiser
 OBJECTIVE AND TASK METHOD
 Most logical way of setting advertising budget.
 It focus on the advertising task that is to be achieved.
 Advertising objectives are fixed after intensive market research.
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Presented by: Ms. Himani

14. Methods of determining
Advertising appropriations
 The advertiser while selecting the media should consider
the following factors:
 Class of the audience
 Extent of coverage
 Nature of the product
 Nature of the competition
 Reputation of the medium
 Cost of the media
 Time and location of buying decisions
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Presented by: Ms. Himani

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Presented by: Ms. Himani