Advertising Budget – Objectives, Approaches, Methods

An Advertising Budget refers to the amount of money allocated towards advertising of a brand or product. While developing an advertising strategy, it is empirical to set advertising objectives which are significantly influenced by the advertising budget. Advertising objectives are important for decision making and to have a point of reference or standard against which the results can be measured. […]

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Creative Strategy – Planning, development, execution and evaluation

Advertising is a specialized field that requires tremendous efforts and creative strategies to promote products and services of different kinds of brands. An Advertising Campaign is successful only when the ad message reaches the targeted audience and effectively communicates crucial information about the product or brand. High levels of creativity combined with a powerful strategy makes the promotional efforts a […]

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Elaboration Likelihood Model (ELM) – Short Notes

The Elaboration Likelihood Model (ELM) insists that consumers make purchase related decisions in two ways. By thinking logically, evaluating the products in detail and determining the effectiveness of the product from various sources By thinking emotionally, without in-depth assessments about the products The Elaboration Likelihood Model (ELM) model suggests that consumers must take a middle route to the above mentioned […]

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Kim Lord Grid Model – Cognitive Response Model (CRM)

Kim Lord Grid Model strongly advocates that the purchase related decisions of consumers is highly influenced by both affective and cognitive factors. The model suggests that all advertising efforts must be focused on tapping both the affective and cognitive aspects of consumers. Kim Lord Grid Model works on the basis of customer responses elicited by advertisements that are highly effective. […]

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Response Hierarchy Models – Advertising response

Response Hierarchy Models explain the advertising response process of consumers. Response Hierarchy Models provide clarity pertaining to the response that is elicited from a customer at different stages of his journey right from lack of awareness to purchasing the product. There are five Response Hierarchy Models that substantiate the behaviour of consumers across three stages of awareness namely; Cognitive Stage, Affective […]

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Advertising Response – Models of Advertising Response

Advertising response refers to the behaviour that a person displays in response to an advertisement. Advertising Response process is a very crucial aspect in promoting products and services through advertising. Advertising Response Process involves all phases that a customer goes through starting from being unaware about a product/brand to taking the final decision of buying the product/brand; that are influenced […]

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Advertising Copy – Qualities, Elements, Evaluation of Effectiveness

Advertising Copy can be anything ranging from a simple text to an aesthetically created art form or the catchy music that gets played in the background or the famous celebrity who performs in the advertisement. Advertising a product or brand is done through many mediums. There are newspapers and Magazines that carry many pages of Advertisements. Advertising in this form is […]

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