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Nothing is more efficient than creative advertising. Creative advertising is more memorable, longer lasting, works with less media spending, and builds a fan community…faster.
Divergent thinking—namely, the ability to find unusual and nonobvious solutions to a problem
Fluency No. of relevant ideas proposed in response to a given question Elaboration Amount of detail given in a response Originality How uncommon or unique the responses are Resistance to premature closure Ability to consider a variety of factors when processing information. Abstraction Degree to which a slogan or a word moves beyond being a label for something concrete
The extent to which an ad contains brand or executional elements that are different, novel, unusual, original, unique, etc
Originality Fluency Elaboration Abstraction Resistance to premature closure
An original ad comprises elements that are rare or surprising, or that move away from the obvious and commonplace.
Is the ad “out of the ordinary”? •Does it depart from stereotypical thinking? •Is it unique?
Aesthetically appealing verbal, visual, or sound elements.
Blending or connecting normally unrelated objects or ideas.
• Launched in 2009 • Especially targeted IPL with large frequency of advertising • Ads renewed each day to create excitement • Relatively cheaper ads
• ZooZoo cute, humorous and delivered message about one VAS per day • Most watched advertisement in social media • Ads Helped increase brand consciousness, brand image and sales
• Targeted mainly for youth • Use taglines to create a youthful brand • Uses youth icons i.e. young actors and sportspersons as brand ambassadors • “Hinglish” taglines
• Yehi hai right choice Baby, Aha • Yeh Dil Maange More ! • Pepsi ye pyaas heh badi • Yeh hai youngistaan meri jaan • My Pepsi My Way • Change the game • Oh Yes Abhi
These slides were created by Vatsal Sharma,IIT Kanpur, as part of an internship done under the guidance of Prof. Sameer Mathur (www.IIMInternship.com)