The document defines advertising and discusses its importance and role in brand promotion. It provides definitions of advertising as a paid, non-personal form of communication from an identified sponsor using mass media to influence an audience. Advertising creates brand awareness, interest, and drives consumers to shops. It is an effective way to communicate with a large audience and helps create brand image. The document also discusses best practices for effective advertising, such as being informative, entertaining, memorable, and standing out from competitors.
4. “ ADVERTISING is the delivery of the most persuasive product message at the right time , in the right place , to the right person , at the lowest possible cost” Today’s Product/Brand Manager
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8. Popular advertising campaigns attract customers attentions and can help generate sales.For example : Ye dil maange more Connecting People The Best A Man can get Daag Acche Hain Desh Ki Dhadkan
11. Hierarchy of effects 100% target audience 75% aware of the product 50% show some interest in the product 30% preferred the product 25% tried the product 15% Repurchase
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15. GRAB PEOPLE Ad can be able to grab someone who glances for just a second. Force people to take a second glance instead of simply moving on.
16. Be Clever and Creative Attract people and represent the brand in a positive way. A clever ad represents a clever company.
18. Don’t make them think ( too much) You need to get the message across in a clever way, but it shouldn’t make people think too much. A person should know what the ad is saying as soon as they look at it.
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20. Be informative Every advertisement must convey a message. Ads visually represent a message.
21. Stand out and Be Memorable Your ad should be unique, memorable and completely different than anyone else. Be original.
22. Give off a Feeling Someone should be able to tell the company’s tone by looking at an ad.
23. Show Not Tell Try using a more visual way of representing a concept instead of text.
24. Use Humor : Use a Metaphor Humor is a useful technique for attracting people to an ad. Metaphors can be a great way to add humor.
