Advertising Exam Notes - Key Concepts & Models PDF

Advertising Exam Short Notes 1. AIDA Model The AIDA model explains how advertising influences consumer decision-making: - Attention: Grab the audience's attention using attractive visuals, catchy headlines, or unique messages. - Interest: Keep their interest by providing engaging and relevant infor...

Advertising Exam Short Notes 1. AIDA Model The AIDA model explains how advertising influences consumer decision-making: - Attention: Grab the audience's attention using attractive visuals, catchy headlines, or unique messages. - Interest: Keep their interest by providing engaging and relevant information. - Desire: Create an emotional connection that makes consumers want the product. - Action: Encourage the customer to take action, like buying the product or signing up. 2. Ad Copy An Ad Copy is the text in an advertisement that persuades people to take action. - It should be clear, concise, and appealing. - Example: 'Just Do It' by Nike is a powerful and simple ad copy. 3. Ad Agency & Top Agencies Ad agencies create, plan, and manage advertisements for brands. - Structure: Includes creative teams, media buyers, strategists, and account managers. - Top Ad Agencies: Ogilvy, McCann, Leo Burnett, DDB, and Grey Advertising. 4. Influencer Marketing This involves promoting products through social media influencers. - Influencers have a strong following and influence purchasing decisions. - Example: A tech influencer reviewing a smartphone can boost sales. 5. Appeals in Advertising An advertising appeal is the approach used to attract consumers. - Emotional Appeal: Connects with feelings (e.g., fear, love, happiness). - Rational Appeal: Uses logic, facts, and benefits to persuade. - Humor Appeal: Uses comedy to grab attention (e.g., Amul ads). 6. Ehrenberg Model This model states that advertising reinforces brand loyalty rather than attracting new customers. - Example: Coke and Pepsi advertisements aim to keep existing customers loyal. 7. Corporate Advertising Advertising that promotes the company's image rather than a product. - Example: Tata's 'Leadership with Trust' campaign promotes the brand's values. 8. Brand A brand is a unique identity of a company or product. - Includes name, logo, tagline, and customer perception. - Example: Apple is known for innovation and premium quality. 9. E-Advertising Advertising done through digital platforms like social media, search engines, and emails. - Includes banner ads, pop-ups, sponsored posts, etc. 10. In-house vs. Hired Agency In-house Ad Agency: - Works within the company. - Better control and lower costs. Hired Ad Agency: - External experts handle advertising. - Brings creativity and market expertise. 11. Organic & Inorganic Digital Advertising - Organic Advertising: Free methods like SEO and social media marketing. - Inorganic Advertising: Paid methods like Google Ads and Facebook Ads. 12. OOH (Out-of-Home) Advertising Advertising in public spaces, such as: - Billboards - Posters - Transit ads (buses, metro, taxis) 13. Lasswell's Model A communication model that answers: - Who (communicator) - Says what (message) - In which channel (medium) - To whom (audience) - With what effect (impact) 14. Print, TV, Radio Ads Print Ads: Found in newspapers and magazines. TV Ads: Shown on television with visuals and audio. Radio Ads: Audio-only advertisements broadcasted on radio channels. 15. Mobile Advertising Advertising designed for mobile devices, including: - SMS marketing - In-app advertisements - Mobile search ads 16. AI in Advertising Artificial Intelligence is used for: - Personalizing ads based on user behavior. - Automating ad placements. - Chatbots for customer engagement. 17. Digital Advertising Trends Current trends include: - Programmatic Advertising (AI-driven ad placements) - Influencer Marketing - Interactive Ads - Voice Search Optimization 18. B2B, B2C, C2C - B2B (Business-to-Business): One business selling to another (e.g., Microsoft selling software to companies). - B2C (Business-to-Consumer): Businesses selling to customers (e.g., Amazon selling products to people). - C2C (Consumer-to-Consumer): Customers selling to each other (e.g., OLX, eBay). 19. Creative Boutiques Small ad agencies that focus only on creative aspects of advertising. - Example: A boutique agency may specialize in video ads only. 20. DAGMAR Model Defining Advertising Goals for Measured Advertising Results (DAGMAR): - Awareness: Making customers aware of the product. - Comprehension: Educating customers about benefits. - Conviction: Persuading customers to buy. - Action: Getting customers to purchase. 21. VIPS Model VIPS stands for: - Visibility: The ad should stand out. - Identity: Clear branding should be present. - Promise: The ad should offer a clear benefit. - Service: Customer satisfaction must be ensured.