Introduction advertising unit Structure

12.7 QUESTIONS
 
1. What is Advertising Budget? Discuss the various steps involved 
in preparing an Advertising Budget. 
2. Define Advertising Budget and Explain methods of framing the 
Advertising Budget. 
3. What are the approaches to Advertising Budget? 
4. What is meant by determining advertising appropriation? 
Describe the methods of determining advertising appropriation. 
5. What are the methods of framing the Advertising Budget? 
Explain. 
6. What are the Common Practices in use for determining the size 
of an Advertising Budget? 
7. What are the methods of framing the Advertising Budget. 
8. “Money spent on Advertising is an Investment and not an 
Expenditure.” Comment on this statement. 
9. Do you think that money spent on advertising is an investment? 
Discuss. 
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13 
 
 
CREATIVITY IN ADVERTISING - I 
 
 
Unit Structure : 
 
13.0 Objectives of the lesson 
13.1 Introduction 
13.2 Consumer Psychology
13.3 Buying Motives 
13.4 Selling Points 
13.5 Visualisation 
13.6 Copy 
13.7 Headline 
13.8 Slogan 
13.9 Logo 
13.10 Summary 
13.11 Questions 
13.0 OBJECTIVES OF THE LESSON
 
After completion of this lesson the student will be able to 
understand
Buying Motives and Selling Points 
Factors Influencing Consumer Psychology 
Process of Visualisation 
Techniques of Visualisation 
Essentials and types of a Copy 
Elements of Copy 
Functions and Forms 
Characteristic of a good Slogan 
13.1 INTRODUCTION
Creativity in advertising is an art. It is concerned with the 
perception, attitude, values, personality, and motivation including 
buying motives. It also include visualisation techniques, types of 

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advertising copy and its elements such as headline, slogan etc. All 
these elements must be creative in attracting the attention of 
consumers.