CREATIVITY

IN
INDIAN ADVERTISING
 SCOPE

What is Advertising
Illustrations
Advertising Objectives
Process of Advertising
Benefits
Aspects of Creative Advertising
Present Trend
Risk in Advertising
ADVERTISING – AN OVERVIEW

Delivery of the most persuasive product

message:-
 Right time
 Right place
 Right person
 At the lowest possible cost
THE CHANGE
GOLD FLAKE CIGARETTE

1960
1970
AUG 1970
1984
1987
HORLICKS
PEARS’ SOAP
LUX
 ADVERTISING OBJECTIVES

 To Inform - Used in the pioneering stage

of a product

 To Persuade - When the product is in the

competitive stage

 To Remind - When the product is in

the maturity stage

 To Reinforce - “You made the right

choice by purchasing our brand.”
 BROAD OBJECTIVES
 Launch of new product/service
 Expansion of market to new users
 Product modification
 Dealer’s location
 Special offers
 To educate the customers
 To create social responsibility
PROCESS OF ADVERTISING

A • Attention

I • Interest

D • Desire

A • Action
REASONS FOR PURCHASE
 OBJECTIVE BENEFITS
 Tangible, physical and measurable
 Direct use

“ Hawkins pressure cooker

cooks quickest with least
trouble and greatest safety. ”
 SUBJECTIVE BENEFITS

 These are in the consumers’ mind

 These are perceptions

“ Cooking with
Hawkins will make me
feel that I am fulfilling
my role as a wife
better. ”
VALUES-ORIENTED BENEFITS
Consumers’ deepest concern
Only a few of them

“Owning the beautiful Toyota Corolla car makes me feel

special, a person clearly of a higher status with a
more refined taste.”
 ASPECTS OF
CREATIVE ADVERTISEMENT

Advertising Objective
Target Audience

Creative Promises
Supportive Claim
Creative Style
KIDS ROCK
KIDS ROCK
ANIMATION
 CREATIVE AUDIO

Jab Ghar Ki Raunak Badhani Ho

Buland Bharat ki buland

Tasveer …...Humaara Bajaj
CINEMA AS A TOOL