Submitted by: Submitted by vivek0020
Views: 546
Words: 499
Pages: 2
Category: Business and Industry
Date Submitted: 04/01/2011 02:35 PM
BAJAJ CORPORATE ADVERTISING
ABSTRACT:
1) Advertising Strategy : Affective strategy
2) Big Idea : Our old trust & choices never change. We are also good in bikes.
3) Creative Execution : Mixing modern culture with original one
4) Appeal Used : Emotional patriotism
1. ADVERTISING STRATEGY
A message theme of any advertisement can be created by using a number of message strategies. Message strategy is the primary tactic or approach i.e. uses to deliver any message theme in the advertisement.
There are 3 categories of advertising strategy:
1) Cognitive strategies
2) Affective strategies
3) Conative strategies
In the Bajaj advertisement, company is following affective strategy.
AFFECTIVE STRATEGIES
Affective advertising strategies invoke feelings or emotions and match those feelings with the goods services or company.
Affective strategies are basically two types –
a) Resonance b) Emotional
Since in this video, Bajaj is doing corporate advertisement. Corporate advertising often contains an affective message strategy.
Now every company is facing more public pressure to be more socially responsible. Hence, BAJAJ is using corporate advertising tactic to show that they are more socially responsible.
In this video, they are showing new style but still showing ethics, value and respects. They are targeting youth. They are saying that we are adopting new fashion, but still we are giving respect to our culture, value and society.
They are saying that there is new tomorrow but our tomorrow, new today but our today. It means that we are changing our self with new environment with our own value and respects.
2. BIG IDEA
Environment changing, but our trust, reliability values remains same. Bajaj is trying to make emotional bonds through the background song, “HAMARA BAJAJ”.
3. CREATIVE EXECUTION
They mix the new culture with old values and respects. They showed...