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Uniqueness of the product win place


in consumers mind

Message Design consumers perceptions about


the products
r  
  
x àature of the product
x For whom the product is meant
x What are the special characteristics of the product /
How consumer is benefited ?
x Who are the competitors ? What is their promise ?
x Is the product different ? How ?
x On which occasions it is used ? How often ?
x What would the consumer perceive this brand as ?


 
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x assing on Information
x Create brand awareness

x Incite t em to act, i.e. rc ase t e rod ct

x Confirm t e legitimacy of t e
rod ct after t e rc ase
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x uo induce them to stock the product


e.g.. Salt
x uo push the product on-the-counter

x uo provide strategic shelf-space to the product


e.g.. Juice cans, cold drinks
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x uo make them buy our Raw Material

x uo convince them about cost aspect

x uo convince them about rational product benefits


 


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Cadbury silk n bournville


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x Should create a bridge rather than a wall ± consumer


and producer

x Give audience a reason to listen to you

x Use questions to involve audience

x Repeat key words / points

x Stick to facts to convince audience


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uakes direct route to rovides, pleasant


persuasion association, scenic
background

   


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x Drawing Conclusions

x Repetitions

x One-versus-two-sided arguments

x Comparative Advantage
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rint advertisement
or
Radio advertisement
   
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x ào. of ads, pages after pages in a medium

x uhe string of commercials between the program

x àumber of hoardings on highway



  

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rocess of designing the advertisement

Visualizer works on :

[ Headline, sub-heads
[ uhe body copy
[ uhe illustration
[ Logo signature
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[ uhe product should be featured?

[ eople should be featured ?

[ Will there be a background ?

[ How large shall be the headline ?

[ uhe address and name of the company ?



   
 


uhey consider, the space allotted to headline,


body copy and the visual
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Static / Formal image

Dynamic image
uranquility

Stability and state of


restfulness

Speed, growth and


movement
Yquilibrium

Challenging and
denoting utmost speed
Ylegance and Beauty

Combination of
Dynamic and Static
Continuity, Yternity and eace