The Creative World Of Advertisement

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Information about The Creative World Of Advertisement
Business & Mgmt

Published on February 14, 2009

Author: thadeshvar

Source: slideshare.net

Vikram B. Thadeshvar [email_address]

Consumer Buying Behavior Model [email_address]

Consumer Buying Behavior Model Complex Buying Behaviour Habitual Buying Behaviour Post Purchase Dissonance Reduction Buying Behaviour Variety seeking Buying Behaviour [email_address] Huge Significant Few Significance Difference between brands Buyers Involvement in Buying Decision High Low

[email_address] Vertu Mobile by Nokia Platinum and gold plated mobile with original diamond. Mobile range starts from 1.5 lack to 2 crore. In India only 5-6 persons having Vertu Mobile. (Vijay Mallaya, Shahrukh Khan) High status and luxury lifestyle. Detailed features available in brochures and fashion interest magazines. Complex Buying Behaviour Collection of lot of facts and figures. Comparison with other brands. Evaluation and cost benefit analysis. Give innovative product. Create superior features and benefits. Advertisement and communication. Ferrari High performance and high speed Attractive look Price range from 1.6 Crore and above. Premium Status Thrilling experience. Convenient deign for safety and great performance. Solid mechanism. It can raise your eyebrows.

Vertu Mobile by Nokia

Platinum and gold plated mobile

with original diamond.

Mobile range starts from 1.5 lack

to 2 crore.

In India only 5-6 persons having

Vertu Mobile. (Vijay Mallaya,

Shahrukh Khan)

High status and luxury lifestyle.

Detailed features available in

brochures and fashion interest

magazines.

Collection of lot of facts and figures.

Comparison with other brands.

Evaluation and cost benefit analysis.

Give innovative product.

Create superior features and benefits.

Advertisement and communication.

Ferrari

High performance and high speed

Attractive look

Price range from 1.6 Crore and

above.

Premium Status

Thrilling experience.

Convenient deign for safety and

great performance.

Solid mechanism.

It can raise your eyebrows.

[email_address] Raymond The Complete Man High quality fabrics Wrinkle free office wear. Rich colors. Feel like heaven. Variety of product range. Variety seeking Buying Behaviour Shift from the leader to create new superior features and benefits. Reason to communicate for the product. Sugar Free by Cadila For diabetic patients Low calories, same taste. Live happy, live long. Taking care of you to take care of your family.

Raymond

The Complete Man

High quality fabrics

Wrinkle free office wear.

Rich colors.

Feel like heaven.

Variety of product range.

Shift from the leader to create new

superior features and benefits.

Reason to communicate for the

product.

Sugar Free by Cadila

For diabetic patients

Low calories, same taste.

Live happy, live long.

Taking care of you to take care of

your family.

[email_address] Pepsi Reducing the discomfort of pesticides by strictly following standards and assuring by high advertisements. Reassuring by similar product innovation and building trust amongst people. Diversification in fruit juice segment by taking over Tropicana. Post Purchase Dissonance Reducing Buying Behaviour Difference in brand is very little. Marketer tries to reduce to discomfort. Reassuring people. ICICI Bank Reassuring the consumer through high advertisement and different communication media. Reducing the discomfort or fear of liquidity. Building trust. Reassuring again and again for what they bought is right product or service.

Pepsi

Reducing the discomfort of pesticides by strictly following standards and assuring by high advertisements.

Reassuring by similar product innovation and building trust amongst people.

Diversification in fruit juice segment by taking over Tropicana.

Difference in brand is very little.

Marketer tries to reduce to

discomfort.

Reassuring people.

ICICI Bank

Reassuring the consumer through high advertisement and different communication media.

Reducing the discomfort or fear of liquidity.

Building trust.

Reassuring again and again for what they bought is right product or service.

[email_address] Amul Milk Reward for repeat purchase collect 30 empty Amul Plastic bags & get Rs.30 discount on Nutramul. Discount on bulk purchase Habitual Buying Behaviour Low involvement of buyer. Difference between brand is negligible. Loyalty rewards Price discounts More volume for same price Rewards for repeat purchase Give incentives to communicate Sales promotion to continues buying Dermi Cool Powder Buy one get One free. More volume for same price. For repeat purchase, product bundling with similar company brand or different brand. Discount offer.

Amul Milk

Reward for repeat purchase collect 30 empty Amul Plastic bags & get Rs.30 discount on Nutramul.

Discount on bulk purchase

Low involvement of buyer.

Difference between brand is negligible.

Loyalty rewards

Price discounts

More volume for same price

Rewards for repeat purchase

Give incentives to communicate

Sales promotion to continues buying

Dermi Cool Powder

Buy one get One free.

More volume for same price.

For repeat purchase, product bundling with similar company brand or different brand.

Discount offer.

Six Cell Matrix [email_address]

Degree of rationality in buying decision. [email_address] High Extensive Problem Solving Buying Behavior Limited Problem Solving Buying Behavior Image Buying Behavior Sensual Buying Behavior Impulse Buying Behavior Routine Problem Solving Medium Low Logic Reasoning and Measurement High thinking Tangible High Feeling Intangible

[email_address] Mahindra Royal Homes ( By Mahindra and Mahindra Group) Luxury flats. Comfortable living experience. Spacious living area. Better amenities. Good locality and location. Rich style of living. Eco-friendly atmosphere. Solid architecture. Innovative deign of homes. Extensive Problem Solving Buying Behaviour Each buying type requires a separate communication strategy. The message must communicate because people take decision from logic, performance and economic benefits, features, lot of facts and figures and comparative data. Full and more detailed information. Print medium should be used.

Mahindra Royal Homes

( By Mahindra and Mahindra Group)

Luxury flats.

Comfortable living experience.

Spacious living area.

Better amenities.

Good locality and location.

Rich style of living.

Eco-friendly atmosphere.

Solid architecture.

Innovative deign of homes.

Each buying type requires a separate

communication strategy.

The message must communicate

because people take decision from

logic, performance and economic

benefits, features, lot of facts and

figures and comparative data.

Full and more detailed information.

Print medium should be used.

[email_address] LG 3 Door Refrigerator Fast Cooling. Intelligent cooling system. More space for storage. Separate storage for freezing, liquid, vegetables and fruits. Contemporary design. Power saving utility. Limited Problem Solving Buying Behaviour It is medium involvement situation. The communication should have simple, short but powerful message that we call as USP (Unique Selling Proposition). One large reason to buy it is the benefits and brand image.

LG 3 Door Refrigerator

Fast Cooling.

Intelligent cooling system.

More space for storage.

Separate storage for freezing,

liquid, vegetables and fruits.

Contemporary design.

Power saving utility.

It is medium involvement situation.

The communication should have

simple, short but powerful message

that we call as USP (Unique Selling

Proposition).

One large reason to buy it is the

benefits and brand image.

[email_address] Godrej No.1 Soap Buy 4 Get 1 Free. Variety in fragrance. Save cost on bulk buying. Routine Problem Solving Buying Behaviour People buy because of logic, facts . and features. Habit is a determinant of choice. Customer wants free offers, samples, price cuts, free etc.

Godrej No.1 Soap

Buy 4 Get 1 Free.

Variety in fragrance.

Save cost on bulk buying.

People buy because of logic, facts .

and features.

Habit is a determinant of choice.

Customer wants free offers, samples,

price cuts, free etc.

[email_address] Tag Huear Luxury Brand. Status Symbol. High end Product and wearing experience. Sophistication brand personality. Image Buying Behaviour Consumer feel the product as reflecting the status, lifestyle or personality. Discover an image that they appeal the target buyer.

Tag Huear

Luxury Brand.

Status Symbol.

High end Product and wearing

experience.

Sophistication brand personality.

Consumer feel the product as

reflecting the status, lifestyle or

personality.

Discover an image that they appeal

the target buyer.

[email_address] Zatak – Very Very Sexy For sensual brand persona. Sexual appeal. Various fragrance range. Youth target audience. Sensual Buying Behaviour Appeal to all five senses. Designed for pleasure. Sensual image, fantasies make the people feel and dream.

Zatak – Very Very Sexy

For sensual brand persona.

Sexual appeal.

Various fragrance range.

Youth target audience.

Appeal to all five senses.

Designed for pleasure.

Sensual image, fantasies make the

people feel and dream.

[email_address] Parle Agro – Appy Creative display material . Niche product. Innovative packaging. Different taste. Imaginary advertisements. Impulse Buying Behaviour Creative idea rather than practical information. Spur of the decision variety. Packaging should be attractive.

Parle Agro – Appy

Creative display material .

Niche product.

Innovative packaging.

Different taste.

Imaginary advertisements.

Creative idea rather than practical

information.

Spur of the decision variety.

Packaging should be attractive.

Classification of Indian Contemporary Advertisement [email_address]

To Inform About New Product, New Service, New Features, New benefits, New price, place Re-launch. [email_address]

About New Product,

New Service,

New Features,

New benefits,

New price, place

Re-launch.

[email_address] Great informative advertisement by Heinz which delivers the perfect message that everything is pretty much tasteless without it.

Great informative advertisement by Heinz which delivers the perfect message that everything is pretty much tasteless without it.

[email_address] Interesting WWF advertisement that uses a see through in the shape of South America on a paper vendor. This advertisement campaign would surely decrease the usage of dry hand papers in the toilet.

Interesting WWF advertisement that uses a see through in the shape of South America on a paper vendor.

This advertisement campaign would surely decrease the usage of dry hand papers in the toilet.

To Persuade Comparative ads, VISA v/s American Express, Through TV Ads, Print Medias, IBM, BAJAJ pulsar, etc. [email_address]

Comparative ads,

VISA v/s American Express,

Through TV Ads, Print Medias,

IBM, BAJAJ pulsar, etc.

[email_address] Amusing Fedex ad that features UPS inside the Fedex truck. The words on the UPS truck are German. Competitive advertisement at its best.

Amusing Fedex ad that features UPS inside the Fedex truck.

The words on the UPS truck are German. Competitive advertisement at its best.

[email_address] Real billboard wars in Mumbai, India where three Indian airlines battle it out on the streets. Jet Airways started and Kingfisher responded and lastly GoAir had the last laugh. Creative advertisement war at its best.

Real billboard wars in Mumbai, India where three Indian airlines battle it out on the streets.

Jet Airways started and Kingfisher responded and lastly GoAir had the last laugh.

Creative advertisement war at its best.

To Remind Continuous Ads, Again and Again About new service or product Coca Cola, Pepsi, etc. [email_address]

Continuous Ads,

Again and Again

About new service or product

Coca Cola, Pepsi, etc.

[email_address] South Africa’s state owned electricity provider Eskom brings this creative ad of using electricity wisely. It is an advertising campaign by Eskom to save energy.

South Africa’s state owned electricity provider Eskom brings this creative ad of using electricity wisely. It is an advertising campaign by Eskom to save energy.

[email_address] This BMW reminding ad situated in the center of Moscow city is the biggest ad in Russia (probably the largest in the world). The square size is more than one and a half acres (6000 m2). It uses a number of full size cars stuck on the board with back lights and headlights turned on in the evening.

This BMW reminding ad situated in the center of Moscow city is the biggest ad in Russia (probably the largest in the world). The square size is more than one and a half acres (6000 m2). It uses a number of full size cars stuck on the board with back lights and headlights turned on in the evening.

To Reinforce To convince current purchase that they made the right choice. We delivers the values which you think of. Designing ideas as per your feeling and thoughts [email_address]

To convince current purchase that they made the right choice.

We delivers the values which you think of.

Designing ideas as per your feeling and thoughts

You made the right choice The more interesting ads around like the Nike ad. [email_address]

You made the right choice

The more interesting ads around like the Nike ad.

BBC outdoor advertisement campaign which shows that we deliver the stories to help you to see both sides. [email_address]

BBC outdoor advertisement campaign which shows that we deliver the stories to help you to see both sides.

[email_address]

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