Advt

Advt

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  ADVERTISING MANAGEMENT Analysisof anad Fayez Khan Abstract In this paper we have analyzed an advertisement on creatingawareness for environment which is a very important thing now a days.
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  OBJECTIVES:-  The primaryobjective of this ad is to raise awareness among the people regarding the environment.  Capitalists are trying to maximize their profits at the expense of environment. Factories are emitting dangerous smoke which is filled with carbon dioxide, monoxide, methane and other gases. This is causing great harm to the flora and fauna i.e. the animals and plants are getting destroyed as a result.  The leaf in this ad is depicting the factories that pollute the environment as explained in the above point.  These type of ads come under the category of reminder ads which remind the people about any issue prevailing in the world or the society. ADVERTISING PLANNING:-  In the process of advertising planning, at first the situation is analyzed then an assessment is done by asking question like where could we be and where we want to go?  Afterwards a plan is made and then it is implemented. Results come through and feedback is obtained.  This ad was made after analyzing the current environmental situation. It is deteriorating on a daily basis. Trees are being cut down which is increasing worldwide temperatures.  The main theme in this ad is to promote the plantation of trees. That’s why at the bottom this ad states please donate trees on the particular website.  The ad is also emphasizing that trees capture carbon dioxide and other harmful gas and then they emit oxygen.  Overall the ad is very effective in capturing the imagination of people and educating them about the current situation. We can say that this ad was planned in a very good manner and the execution is also done neatly. No doubt the results would be encouraging.
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  KEY EFFECTS MODEL:- TheKey Effect Model used for this advertisement is Think Feel Do The Advertiser first starts with the learning part so that the all the people who see the ad can understand what it wants to communicate and bring the topic in the common man’s mind. It wants them to associate their memory of child hood of clean and pollution free environment, which is made clear by the factories polluting the environment etched on the leaf and start thinking about it. THINK Learning: Understanding Associate memory (Make It Clear) FEEL DO Persuasion: Attitude Emotion Involvement Conviction Behavior: Trial Purchase (Repeat) Response Perception: Exposure Attention Awareness Interest&Relevance
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  Then the advertisermoves to perception of the consumer by first exposing the consumer (here consumer refers to all the people who see/ consume the ads idea) by grabbing their attention through the factories spreading pollution etched on the pale green leaf, so that the consumer gets its relevance and arouses some interest in them. Next comes the persuasion part where the consumer feels the importance of the ad and uses the consumer’s attitude and emotion so that the consumer participates in the idea being spread through the advertisement and get conviction from the consumer. Then lastly comes the behavior part of the consumer where they do or take action by taking steps that reduce pollution and save trees.