How Advertising Works Dr. K.V. Kannan M.B.A., M.F.T., Ph.D. Senior Lecturer KSR Business School...
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Transcript of How Advertising Works Dr. K.V. Kannan M.B.A., M.F.T., Ph.D. Senior Lecturer KSR Business School...
How Advertising Works
Dr. K.V. Kannan M.B.A., M.F.T., Ph.D.Senior Lecturer
KSR Business SchoolK.S.R College of Arts & Science
Tiruchengode
2
Lufthansa
Headline:
Subhead:
Bodycopy: The No. 1 European airline in India with most take offs. Offering the biggest network, best on time performance. So you can rest assured on reliable shoulders.
All for this one moment.
Baseline: There is no better way to fly.
Agency: -
Client: Lufthansa
3
Jet Airways
Headline: The world is looking up to the spirit of new India.
Subhead:
Bodycopy: The spirit of new India has made its mark on Singapore and is now set to spread its wings to Kuala Lumpur and London . So the next time you are headed to these cities, you can travel with an airline that is redefining global standards. An airline that is making the world look up. An airline that you can be proud to call your favourite.
Baseline: The joy of flying.
Agency: -
Client: Jet Airways
4
Times of India
Headline: The Times of many Indias
Subhead: -
Bodycopy: India. Diverse. Far flung. A country as big as a continent. To cover it comprehensively is complex and requires considerable resources. Resources only one newspaper has, with 13 editions, 75 bureaus and 800 reporters in major cities across the country. We now give you complete coverage in Times Nation. Six pages daily on national issues of crucial importance like politics, infrastructure, environment, real estate and education. That's right, no one gives you India, like The Times Of India!
Times Nation 6 pages daily
Baseline: - Agency: K Factor Client: The Times Of India
5
NDTV 24x7
Headline: Truth minus the hype.Facts minus the fiction.
Subhead: -
Bodycopy: For us, truth is not a commodity. It's our reason for existence. For us, credibility is not an empty slogan. It's an obsession. That's why we painstakingly support every story with first-hand reports, in-depth analysis and insightful discussions. So if there's any judgement that's passed, it's yours.
Baseline: Experience. Truth first.
Agency: McCann
Client: NDTV
6
Basic Communication Model
Source/Sender
(The Advertiser)
Coded Message
(The Agency)
Channel
(Media)
Decoded Message
(Interpretation)
Receiver
(Target Audience)
Feedback
Noise
7
An Interactive Communication Model
Source/Sender
(The Advertiser)
Receiver
Coded Message
Channel
Decoded Message
Receiver
Decoded Message
Coded Message
Source/Sender
8
The Model of Advertising Communication based on SMCR Process
Source:
Advertiser
(Objectives)
Message
Encoding
Strategy & Tactics
(by Agency)
Media Mix:
Channels
(one-way and two-way)
Receiver: Message
Reception & Response:
Perception
Learning
Persuasion
Action
Noise:
External
Noise:
Internal
Feedback
9