4. PERSUASIVE COMMUNICATION
Art of moving people by their own agreement to a belief, position or course of action

5. to act to accept to follow to respond to change or not to change

6. 6 TYPES OF PERSUASIVE MESSAGES
Appeals to buy goods/services
Appeals to sell services/ideas
Requests for information/assistance
Requests for granting complex claims
Appeals for donations/contributions
Appeals to pay debts.

7. ADVERTISING Definition Classification Advertising & Communication
AIDA (master formula)
Creating advertisements for Commercials
Parts of Ads
Copywriting Techniques

8. Non-personal communication of information, usually paid for and usually persuasive in nature, about products (goods, services) or ideas by identified sponsors through various media.

9. ADVERTISING AND COMMUNICATION
Source - Sponsor
Message - Advertisement
Channel - Medium
Receiver - Consumer or
prospect

10. SOURCE DIMENSIONS
The sponsor
The Author
The Persona

11. MESSAGE DIMENSIONS
Autobiographical
Narrative
Dramatic

12. RECEIVER DIMENSIONS
Implied
Sponsorial
Actual Consumers

13. CLASSIFICATION On the basis of Target Audience
(a) Consumer advertising
(b) Business advertising

14. (a) Typically directed at consumers for personal use (TV, print, radio) (b) Directed at people who buy or specify goods or services for business use (appears in business publications, journals, trade shows, direct-mails) products – capital, production, operational

15. (2) By Geographic Area
Local, regional, national, international
(3) By Medium
Radio, TV, Print
(4) By Purpose
Action, Awareness
Products, Nonproduct
Profit, Nonprofit
Commercial, Noncommercial

16. Action – Immediate, direct
response
Awareness –To create interest
To create an
image/familiarity
To influence

17. Non Product – To promote
ideas
Product – To promote goods
Commercial – Seeks Profits
Non Commercial – To seek donations, volunteers,support or change in Consumer behavior

18. Business Advertising Trade Wholesalers Dealers Retailers
Agricultural or
farm
Farm families,
Individuals in
Agri business
to increase
efficiency
reduce risks
Widen profit
margin
Professional
Teachers
Doctors
Dentists
Architects
Engineers
Lauders
Buy for use in
profession
To recommend to
clients/
patients
-For personal use
Trade
Wholesalers
Dealers
Retailers

19. AIDA (MASTER FORMULA) THE CREATIVE PYRAMID ACTION DESIRE CREDIBILITY
INTEREST
ATTENTION

20. PARTS OF AN ADVERTISEMENTS1
Overline
Head Line
Lead
Under Line
Body
Subheads
Caption
Elaborator
Product name
Logo /slogan
Facilitator
Visual

21. STEPS FOR COMMERCIALS Determine the idea
Decide what commercial format to use (art director & copy writer)
Write a script containing copy or dialog plus a basic description of any music, sound effects, camera views etc.
Create a series of storyboard roughs
Select the cast (casting brief)

22. CREATING EFFECTIVE TV COOMERCIALS
Begin at the finish
Create an attention getting opening
Use a situation that grows naturally out of the sales story
Make characters the living symbol of the product
Keep it simple
Write concise audio copy
Make demonstrations dramatic but believable
Let the words interpret the picture
Run scences for 5 or 6 secs. On average
Keep the look of the video fresh and new

28. Headline: Every shade a woman
wants to be
Subhead: New fresh, light, breezy
and lush colors from Revlon