How effective are messages are creative strategy? How are they creating customer preference and loyalty & building brand equity? IDEA CELL

1. ADVERTISEMENT & SALES
PROMOTION
ANUJITH KR
ROLL NO 8
S3 MBA

2. Introduction
• TV is a constant presence in most Indians' lives.
With its fast-moving, visually interesting, highly
entertaining style, it commands many people's
attention for several hours each day.
• Studies have shown that television competes
with other sources of human interaction such as
family, friends, church, and school in helping
young people develop values and form ideas
about the world around them.
• It also influences viewers' attitudes and beliefs
about themselves, as well as about people from
other social, ethnic, and cultural backgrounds.

3. What are some of your favourite TV
advertisements? Why?
Advertisements of IDEA
features
• Message are conveyed easily
• Use of jingles
• Celebrity Brand Endorsements
• Focus more on Value added services
• Such as Internet,callertunes,alerts etc

4. Steps in creating effective advertising messages
Message
strategy Creative
concept
Message
execution

5. Message strategy
general message that will be
communicated to consumers
Identifies consumer benefits

6. Creative concept
The idea that will bring the message strategy to life in a distinctive
and memorable way and guide specific appeals to be used in an
advertising campaign
Characteristics of the appeals include:
Meaningful Believable Distinctive

7. Message Execution
Aattractive, attention getting
Simple and easy to understand
Able to create the perception as
defined in the creative strategy
The message execution should be:

8. How effective are messages are creative
strategy?
Ads of Idea conveys
Used Widely allover India
High brand value
Dependable network
Highest coverage than any network
Promotes CSR activities such as save paper campaign etc

9. How are they creating customer preference and
loyalty & building brand equity?
• Providing customized postpaid packages
• Attractive plans and benefits.
• 3G & 2G benefits.
• Network coverage.
• Customer support,