Principles of Effective

Advertising

Visual consistency
Campaign duration
Repeated taglines
Consistent Positioning
Simplicity
Identifiable selling point
Creating an effective flow

Informational/Rational
appeal

IMC PLANNING MODEL

IMC Plan

Personal values

Comfortable life
Equality
Excitement
Freedom
Fun, exciting life
Happiness
Inner peace
Sense of belonging

Mature love
Personal
accomplishment
Pleasure
Salvation
Security
Self-fulfillment
Self-respect

Consumer purchase process

Directly related
to building effective
IMC

An Example of a Creative Platform for Idea a

Cellular Service Provider in India

The Advertisers Brief

The context (company itself, the product or service to be

promoted, technical constraints, regulations, and the
market)
The communication issue that needs to be resolved
The foundation of the brand, including all prior
communication campaigns
The brands current marketing strategy
The angles of attack suggested by the advertiser
The advertisers constraints, budget, time
The product or service to be promoted
The product or services market (targets, competitors,
competitor campaigns, distribution channels)

Establishing
communication
objectives

Develop brand awareness

Increase category demand
Enhance purchase actions
Encourage repeat purchase
Build customer traffic
Enhance firm image
Increase market share
Increase sales
Reinforce purchase decision
Change customer beliefs or
attitudes

Time

Hierarchy of Effects Model

Create a Communications
budget
The objective of the
communication
Threshold effects
Carryover effects
Wear-out effects
Decay effects
Random events

Copy Strategy for Amul Prolife

Example of Teaser

Example of Using a Star as the Apparent

Source: Deepika Padukone and Nescaf