PRINCIPLES OF GOOD

ADVERTISING
Objective of Advertising:

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Purpose of Advertising:

Advertising is to sell your brand, it should clearly

impress the brand name on the consumer¶s mind and
associate it with the single selling idea chosen as the
platform of the theme
theme..
Principles:
1. It should be motivated solely by fundamental
consumer needs, attitudes and interests
interests..
2. Good advertising should be based on a single selling
idea to maximize impact on the consumer
consumer..
3. The idea selected should be unique and distinctive to
the brand
brand..
4. Advertising should be phrased in the consumer¶s
language and be credible and comprehensible in the
appeal that it makes.
makes .
Factors which are essential for the
application:

Ä Creative talents of a high order.

Ä The proper briefing of the creative team on the right
appeals to address to consumer¶s for the purpose of selling
your brand.
Ä Experience is not sufficient by itself to guide the creative
team.
Ä Disciplined procedures supported by research in all
aspects affecting consumer choice and motivation.
hrand marketing strategy:
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Ä V
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a) the target share,

b) the period of achievement,
c) the target consumer,
d) distribution policy,
e) market research plans
f) product development policy
g) The budget for all aspects of marketing activity in general and
advertising in particular, classified by theme and scheme
scheme..
hrand Advertising Strategy
£ Agency¶s responsibility to prepare an advertising
strategy based upon the objectives of the marketing
strategy developed by company
company..
£ Agency has to provide help in choosing media partner
is a part of advertising strategy which can reduce the
unnecessary costs
costs..
hrand Advertising Strategy will cover the following
important aspects
aspects:: -
- The selected basic consumer benefit
benefit..
- Supporting evidence
evidence..
- The desired brand image
image..
Documentation

Ä The brand marketing strategy and brand advertising

strategy should be written documents approved and
agreed at the policy level by both the Company and the
Agency.

Ä Changes made should be as a result of market

experience confirmed by research and agreed at the
policy level.
Product Development

Ä The product should fulfill the consumer

promise of the advertising.
Ä Emotional attachment and relationship.
Ä Increase the market share volume.
Garketing Research:

A regular programme of consumer research, product testing

and advertising effectiveness measurement to provide a basis
of facts for decision-making

Research is needed for the following purposes :-

a) Guide the decisions determining the brand marketing
strategy and brand advertising strategy.
b) Pre-test proposed advertising.
c) Post-test advertising.
 4udgement:
The following questions about every advertisement will provide
a useful cross-check of its effectiveness :-

1. Does it promise a basic consumer benefit?

2. Does it offer a convincing ³reason why´?
3. It is unique?
4. Does it clearly identify the brand?
5. Does it interest the consumer?
6. Is it credible and clear?
Responsibility:

Ä Good advertising is the responsibility of both the

Company and the Agency.
Ä hrand Garketing Strategy and hrand Advertising
Strategy should be written documents.
Ä The relations between the Company and the Agency
ought to be based on trust and respect for each
other¶s expertise. Frequent contact is necessary at all
levels to assist in mutual understanding of each
other¶s problems and philosophies.