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Advertising: Message Strategy
Paper has been designed such that it acquaints the students with the advertising philosophies and various creative strategies.
Creative Message Strategy
An Introduction
Determining Communication Objectives
• Cognitive
• Affective
• Conative
Customer Insight
Selecting a Selling Strategy
Needs and Buying Motives,
Types of Appeals
• Rational and Emotional appeals (positive and negative)
• Direct and Indirect appeals
• Fear, Hum our and Sex appeals
Copy writing
• Basics of Advertising copy writing
• Copy Platform
• General Copy Principles for Print, Television and Radio
• Copy Writing for Print, Electronic Media, Audio Copy, Video Copy
• Basic mechanics of storyboard development
• Formats for Radio and T.V. Commercials: Slice of life, life style, animation, straight announcement, Presenter, Testimonial, Demonstration, Musical etc.
Art Direction:
• The Role of Visuals
• Importance of colours and Pictures
• Layout(Significance and Steps)
Advertising Philosophies or Creative Styles/Strategies
• Brand Image - David Ogilvy
• Execution – William Bernbach
• USP – Rosser Reeves
• The Common Touch - Leo Burnett
Message Execution Frameworks
Message Story Telling (News announcement, Inherent Drama, Testimonial/Endorsement, Life Style, Problem /Solution, Demonstration, Comparison Jingle, Humour, Animation/Cartoons etc.)
Tone and Style
The Synergy of Words and Pictures
Media Strategy and Planning
Comparative study of various media
Media Brief
Media Planning
• Target Audience
• Media Objectives
• Media Strategies
• Media Schedule
Media scene in India and Media Mix for rural market
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5. Media and Advertising Management, ICFAI University Press (ICFAI Books)
6. Manenedra Mohan, Advertising Management, Tata McGraw-Hill
7. Duncan Tom, Principles of Advertising and IMC , Tata McGraw – Hill
8. Clow Kenneth E, Baack Donald, Integrated Advertising Promotion and Marketing Communication, Prentice-Hall of India, New Delhi.
9. Belch George E, Belch Michael A, Advertising Promotion, Tata McGraw Hill Publishing Ltd, New Delhi
10. Clow Kenneth E, Baack Donald, Integrated Advertising Promotion and Marketing Communication, Prentice-Hall of India, New Delhi
1. Zeigler, Sherilyn K., Winter, Wills L. and Wright John S., Advertising,
2. Kazmi SHH and Batra Satish K, Advertising and Sales Promotion, New Delhi
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4. Schiffman, Leon G. and Kanuk, Leslie Lazar, Consumer Behaviour, Pearson Education, New Delhi.
5. Gordon Hershell Lewis, The Complete Advertising and Marketing Handbook, East-West Publisher.
6. Reinventing Advertising, ICFAI University Press (ICFAI Books).
7. Media and Advertising Management, ICFAI University Press(ICFAI Books)
8. Manenedra Mohan, Advertising Management, Tata McGraw-Hill
9. Horacio Albano, Advertising Principles and Practice, Parson Education
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11. The ICFAI Journal of Brand Management,ICFAI University Press(Hyderabad).
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13. The Indian Journal of Commerce (ICA), Indian Commerce Association.
14. VIKALPA, IIM-Ahmadabad.
15. Business Perspectives , Birla Institute of Management Technology(Noida)
16. Vidura, Press Institute of India.
17. Media Mimansa, Makhanlal Chaturvedi National University of Journalism,Bhopal.
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19. Communications Today, Monthly Magazine, ADI Media.
20. 4Ps, Academic Journal, IIPM.
21. Advertising Express, Magazine, ICFAI University Press.
