Advertising Theme
Theme
is the central idea around which the advertising policy clusters. It is the
subject matter of advertisements. Themes play an important role in designing
the advertising copy. A well-drafted advertising copy has a thematic focus,
i.e., there is an underlying theme around which the advertising copy is
prepared. Unless the theme of the advertisement is decided, advertising message
cannot be prepared in an effective manner. Which attribute should be stressed
first, is the theme for the success. Advertising theme must promise some
tangible and valuable benefits. Advertising theme is most beneficial when the
competition exists in the market and competitors are in clear advantage over
the product.
Type of Advertising Themes
There
are several types of themes which are used in advertisements. The most common
advertising themes are as follows:
(1) Product Characteristics
Theme : Product
characteristics theme is one which gives emphasis on the product
characteristics or its technical aspects. This type of theme is more relevant
to industrial products sold to industries.
(2) Product Benefit Theme : Product benefit theme is one which stresses the
benefits that can be derived from the product. It stresses what the product can
do for the consumer such as the emphasis that ‘no other detergent can wash the
clothes whiter than Nirma detergent cake'. It is the most common and effective
advertising theme.
(3) Personal Satisfaction
Theme : Personal
satisfaction theme is one which gives emphasis on the personal satisfaction of
the consumer. In this connection several types of satisfactions can be
emphasised such as labour saving, economy etc., e.gr, the advertisement of
Videocon Washing machine's latest model which washes and also gets dry the
clothes. Selection of Advertising Themes
Selection
of an advertising theme is not a child's play. The management should take care
in selecting the advertising theme. For instance, some themes are catchy and
seem likely to appeal to consumers, but actually these are inappropriate because
these do not coincide with the particular advertising strategy of the
advertiser, and do not carry the message what the advertiser wants.
Hence
the following points should be kept in mind while selecting the theme of an
advertising copy :
(1)
The theme must coincide with the advertising strategy of the advertiser. He
should carry the message what the advertiser wants.
(2)
The theme must be sound and effective. It should satisfy the needs and wants of
the customers. Effective theme benefits must be true, believable and
convincing, the meaning of which should be quickly and easily grasped by the
audience.
(3)
The theme should be unique and not just a competitor.
(4)
The theme should be powerful enough in cha) attitude, habit and action of
consumers.
(5) In
selecting a theme, all necessary information about the consumers and the
product to be advertised must be collected with
(6)
The theme should be simple, short, interesting and attractive,
(7)
The theme may change as the market conditions change.
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