Acknowledgement

With my deepest appreciation, I would like to thank Ms. Anuja Mathur for providing me the opportunity to undertake a research work on Designing a promotional campaign for AXE. I would like to thank her from providing me all the necessary help in completing this project. I would like to thank Shaheed Sukhdev College of Business Studies, Vivek Vihar for providing me an excellent environment which helped in my project. I would also like to thank all my classmates for helping me, in one way or the other, for the success of this research paper. Without their support, it would be very difficult for me to complete the project on time. I am also indebted to the whole lot of people, who are maintaining and updating the various web-sites and reports which have been a great source of information. Above all, I would want to give the credit of this project to my family for all their support and guidance.

AXE-THE BRAND
AXE or Lynx is a brand of male grooming products, owned by Anglo-Dutch company Unilever who manufacture a range of products in the health & beauty, household cleaning, food and ice cream categories. Axes lead product is a deodorant body spray. The brand also includes deodorant sticks, roll-ons, anti-perspirants, aftershaves and shower gels. In most of the world the brand is named Axe; in Australia, New Zealand, Ireland, and the United Kingdom it is named Lynx due to conflicts regarding the trademark.

HISTORY OF THE BRAND:

Axe /Lynx was launched in France in 1983 by Unilever, a multi-national corporation, formed of Anglo-Dutch parentage that owns many of the world's consumer product brands in foods, beverages, cleaning agents and personal care products. It was inspired by another of Unilever's brands Impulse. Impulse was a fragranced deodorant body spray for women that promised wearers male attention. Unilever were keen to capitalize on Axes French success and rolled it out in the rest of Europe from 1985 onwards, later introducing the other products in the range. Unilever were unable to use the name Axe in the UK and Ireland due to trademark problems so it was launched as Lynx. The European launch of the deodorant was followed by success in Latin America and moderate impact in Asia and Africa. In the new millennium the brand has launched with great success in the USA and Canada. The company has also consolidated its deodorant portfolio by migrating other over-lapping male deodorants into the Axe brand such as South Africa's Ego brand. AXE is a cool, iconic, youth brand available in more than 60 countries around the world. It was launched in India in 1999 and has already become the largest selling Male Deodorant in India.

PRODUCT EXTENSION:Although Axe's lead product is the fragranced deodorant bodyspray, other forms of the brand also exists. Within underarm care the following are available: Deodorant aerosol bodyspray Deodorant stick Deodorant roll-on Antiperspirant aerosol spray (Axe Dry) Antiperspirant stick (Axe Dry) The brand has also extended into other areas such as: Shower Gels Aftershaves and Eau de Toilette Skin Care Shampoo Hair Styling

SITUATION ANALYSIS:When launched, Axe created a new product category: deodorant body spray for men. Over and above the classical deodorant promise of odour prevention, Axe also offered fragnance, which allowed it to be positioned as a seduction tool, easing the transition from adolescence to manhood. Axe has established itself as the leading male toiletries brand in Europe. Central to the brands success was its innovate character, creating its own category, which situated it at the leading edge of fashion. However, the brand seemed to have aged with its initial consumer and didnt follow youth fashion trends. Research indicates that the Axe man was seen as dated James Bond in a safari suit.

THE LIFE CYCLE OF AXE DEODORANT SPRAY: The product life cycle (PLC) is the course of a product's sales and
profits during its lifetime segregated into product development, introduction, growth, maturity and decline. Every Axe/Lynx product is accustomed to the first four stages of the PLC. However, as soon as the decline stage is reached and a declination of profits observed, a reiteration process is commenced with the introduction of a new product under the brand name. The maturity and decline

phases are judged based on customer perception of brand equity in over 60 countries worldwide.

CUSTOMER PROFILE:The targeted age range should consist of :15-25 years of age, the target market is also male, unaffected by race or ethnicity although different marketing initiatives may appeal to different ethnic groups.Targeted consumer is of a lower socio-economic status given the income distribution of the age group and education levels - The status of the proposed candidate is that of a bachelor or most likely involved in shorter term relationships - The dominant portion of the target consumers exhibit heterosexual orientation. The following profile can therefore be established;

Age: 15-25 Gender: Male Mentality: Mainstream Perception: Peer influenced Socio-economic Class: Low Geography: Anywhere males and females are present Sexuality: Heterosexual males

PRODUCT CATEGORY:-

THINKING

FEELING
2)AFFECTIVE AXE EFFECT-

HIGH INVOLVEMENT

1)INFORMATIVE

The THINKER

LOW INVOLVEMENT

3)HABIT FORMATION

The FEELER 4)SELF SATISFACTION The REACTOR

The DOER

The Affective strategy is for highly involving/feeling purchases. For these types of products, advertising should stress on psychological and emotional motives such as building self-esteem or enhancing ones ego or self-image. Axe comes under the affective strategy as it advertise its products on emotional and on psychological basis and comes under feel, learn and do category i.e. customer first feels then learns and then go for the product

COMPETITIVE ANALYSIS:-

TAG BODY SPRAY

1. The only potential competition faced by Axe/Lynx in terms of direct competition are other deodorant brands being produced directed towards the same target market. These include, TAG Body Spray, Old Spice (Old Spice 2008) and various other generic brands targeting the lower and younger socioeconomic market share. Given the oligopolistic nature of the deodorant market competitors cannot gain significant market share by dropping prices much lower than Axe/Lynx. TAG is a re-incarnation of Right Guard Body Spray, released in 2002. Right Guard Body Spray was discontinued after several months due to very low sales. 2. Gillette then spent the next few years trying to find how to successfully market a body spray for teen boys. As a result of their research, TAG was released in the beginning of 2005. Features inspired by their research included their advertising campaign which "warns" the viewer that women will be attracted to him in a way that will cause them to attack him, the charcoal-grey aluminum cans with silhouettes of women, and fragrances named after dating milestones. Additionally, Gillette decided not to include any sign that Gillette manufactured the product on the product itself or in the advertising. It was

decided that Gillette's reputation from its other products would detract from the sale of TAG.

OLD SPICE
1. Old Spice's buoy-shaped bottle cologne has been its staple product, available in its original scent as well as newer Pure Sport. In 2006, Old Spice introduced an all-new fragrance, OS Signature, which won the magazine FHM 's 2006 Grooming Award for Best Sporty Fragrance. Old Spice Red Zone products include a "Scratch-and-sniff" version of the Signature fragrance. 2. Old Spice as of 2009 has three lines of grooming products and each line features a variety of products and scents. "High Endurance" is promoted as a basic grooming line, and includes antiperspirant, deodorant, body wash, hair & body wash, and shaving products.

WILDSTONE
1. Well an ambitious chemicals company in West Bengal thinks that Sex sells . So when they wanted to sell deodorants they put that principle into practice. 2. The result speaks for itself. Their ad which is available in the youtube is watched more than 8 lakh times. 3. A brand search in the google gives you 100 invitations to see the uncensored ads. So at times sex do sell. 4. Wild Stone is a market challenger. This brand from an unknown company has been able to make its presence felt in the market thanks to the controversy generated by the ad.

SETWET ZATAK:Paras Pharma has been promoting its deo brand Zatak aggressively during the last two years. Its campaign featuring foreign models have been popular among the target segments. Moreover Paras has been able to give an international look for this Indian brands. Although many reports suggest that Zatak is taking on the competition head on with Axe, I have a different view. Zatak is a small brand compared to Axe. Paras also has limited resources to fight the mighty giant HUL.So this strategy is aimed to gain more eyeballs at the expense of the big boy Axe.

INTERNAL CONSIDERATION
SWOT Analysis Strengths AXE has a unique value proposition in the market. It enjoys the position of the market leader as well. The AXE Effect portrays AXE deodorants as not just a product to be used to smell good but it actually is a feeling to be experienced. AXE has campaigns that are frequently talked about and keep their consumers engaged like the Call Me and Click campaigns. AXE has always associated

itself with adventure and thus attracting its primary audience. AXE is now also venturing new areas other than the urban cities in search of its secondary audience and it has received a warm welcome their too. Weakness AXE has always targeted the young males from the age group of 16 to 30 and that is very limited looking at the macro view. Even the new products from the AXE stable like the hair gels and other creams target the same segment. Hence its promotion campaigns though loved by a large number of people, the product caters only to a few. Even its adventurous style of advertising is gaining the brand some negative publicity, specially in a traditional country like India. Opportunities AXE can find an all new market segment to cater by introducing products for women, fairer sex being more involved in beauty related products. It can enlarge its customer base by giving products for other age groups also. Threats AXE faces threats from products like WILD STONE which try to follow AXE in its promotion strategy. AXE also sees competition from imported products that spend less on advertising campaigns but have an increasing market share on account of change that customer demands.

LEGAL ASPECTS:AXE has been criticized mostly due to the explicit/sexual content displayed in their advertisements. In India especially there are self styled Cultural Policemen/Women who cries foul for anything and everything. It is really surprising that so far, Axe has escaped their AXE. Moreover it guarantees a fake aspirational value to each of its products.

OBJECTIVES: Transform Axe into an icon in the Game of Seduction Increase the deodorants brand equity ,Increase sales volume Creatively target sub-culture through specifically appealing to their niche interests in countries where market share for the targeted sub- culture age group is oligopolistic and its growth steadily increasing Attract ethnic potential customers in countries where traditional marketing efforts may conflict with the collective conscious native to that particular country Serve to additional age groups not necessarily conforming to 18-25 year old males Satisfy each target costumer to the maximum obtainable level of satisfaction

COMMUNICATION TOOLS USED FOR ROLE ASSIGNMENT:(1) Advertising Advertising can be explained as a paid form of non-personal presentation and promotion of goods. This is the tool primarily used by AXE as a mode of communication. In all its TV commercials, print ads and billboards,

AXE has tried to attract people with its humour as shown in the ad

below. The ad shows that if you use Axe then there will be seven Snow Whites instead of Seven Dwarfs, and all of the snow whites will be attracted to you. If a person is very thorough with a thing then they can say that the ad is depicting women as it shows women being completely overwhelmed by nothing more then just a deodorant.

(2) Interactive Marketing Interactive marketing includes various activities and programmes designed to engage customers and directly or indirectly raise awareness. The company has a dedicated website known as http://theaxeeffect.com for promotion of existing AXE product line as well as introduction of the new products. Advertisements of AXE are visible all over the web in relevant web sites and the existing and prospective consumers can also communicate with the company in an informal manner through their official communities in various social networking sites like Facebook and Orkut. AXE also introduced various campaigns like Call Me, AXELand, AXEfeather for an increased customer engagement.

(3).Events and Experiences Company sponsored activities and programs designed to create daily or special brand related interaction come under this category. AXE organizes upbeat events for its new product launches and it follows this strategy worldwide. Last year AXE successfully launched five variants of New AXE Score, Dimension, Pulse, Touch, and Vice, featured by an intriguing attraction wrapped up in a creative settings at Bunderan HI, Jakarta.

New AXE launch at Bunderan

Apart from its own product launches, Axe has sponsored a wide range of other events like youth festivals, music shows where it can have an opportunity to interact with its target audience as well as collect data for its market surveys. AXE has targeted its products for males aged 16 to 25, hence it has always projected its ads as if fulfilling some wild experiences which its target audience demand and thus gaining their attention.

(3) Publicity Getting the girl has never been easier, thanks to the AXE effect. AXE has always promoted this idea and is evident in all of its advertisements and publicity stunts. Axe has the right storytelling element and the video reinforces the brand's provocative and contrarian personality, without constraints from TV and radio censors. AXE new products are always awaited among its supporters and the company has always used tactful strategies for successful launches. Press releases by the company have always enjoyed a huge audience base and rarely disappointed them on technicalities. It has always projected its products as cool, fashionable and stylish, these being the attributes customers want from a product like deodorants.

(4) Word of Mouth Marketing A good product also requires a good promotion strategy. AXE ad campaigns have always been the talk of the town. The humor in the ads travels from person to person and thus creating a positive vibe throughout its existing and prospective customers. Through its ads AXE has always tried to capitalize on the hidden fantasies people have and bringing them up as a subject of discussion.

BUDGET ALLOCATION:ARBITRARY METHOD: Axe follows an arbitrary budget allocation strategy, whenever it decides to launch a new product, AXE spends whatever it may cost to penetrate the market quickly. When Unilever introduced its Axe deodorant brand in the United States in 2002, it had plenty of reasons to sweat. Not only were buyers unfamiliar with

the concept--a body spray that doubles as deodorant and cologne--but the product was also targeting the elusive young-male demographic. Unilever started out allotting roughly 60 percent of its advertising budget to television, but it has since winnowed that down to about 30 percent, pouring more money into offbeat alternatives. "If my guy is spending 12 hours a week playing games and nine hours watching TV, I have to go to videogames," marketing director Kevin George explains. Score one for Unilever: Axe has become the dominant brand in the $2 billion-a-year deodorant market, capturing a 10 percent share in just three years.

The company will first air an antiperspirant/deodorant line, which will extend last year's body spray launch. Unilever is planning an $80 millionmarketing spend for the full portfolio. Other media iterations for Axe, eyed as a master brand, are currently being tested abroad.

POSTIONING STRATEGY:Axe follows a consumer benefit positioning strategy which aims atPeer influenced Socio-economic Class: Low Geography: Anywhere males and females are present Sexuality: Heterosexual Internationally this brand targets male aged 15-25. They still love the unique Axe fantasy of the woman making the first move. Young men in this age group are impatient for their first experience of women. They dream about being able to seduce women without too much effort, because they are not as confident as they seem. Their main topics of interest are sex, music, football and having a laugh. The brand has its brand values of Cool, Fashionable and Stylish. And world over, the brand shoots to its core values. The biggest strength of this brand is the underlying message or the DNA, which is that the brand users are High on Confidence and always for the Axe users, Girls Makes The First Move. I think the biggest competitive advantage of this brand is its complete monopoly over this brand proposition. All its campaigns revolve round this central theme of Seduction where Girl makes the first move .

CREATIVE STRATEGY

We can rest our ad on certain aspects based on two approaches: Rational and Emotional.

RATIONAL

EMOTIONAL

Comparative

Warmth

Refutational

Fear/Anxiety

Inoculative

Humor

RATIONAL 1. COMPARATIVE Compares what the brand is offering with what other brands are offering, on the basis of certain rational components. Implicit ads just say that their brand is better than the others in the market not directly talking about or showing other brands compared. 2. REFUTATIONAL Deals with the problem of counter arguments. Refutes something that people usually believe, and tells how the brand solves the problem. 3. INOCULATIVE

Advertising that makes the audience less receptive of a competitors advertising by creating a barrier between what the consumer could buy and what the competitor is selling. Rational approach is usually used where quick response is required or where the product is high thinking product. So such an approach might not prove useful for AXE because it lies in the High Involvement, Feeling category of products, where a long term liking has to be created in the minds of the audience, which is possible by the emotional approach. EMOTIONAL 1. WARMTH It creates a liking for what is being presented or the way in which it is presented. The warmth created projects itself on the brand, and the brand thus gets associated with feelings of warmth, joy and happiness. 2. FEAR/ANXIETY It has to be used very carefully so that it doesnt get rejected. It psychologically affects a person without making any negative impact. It is more useful for products targeted at safety aspects. 3. HUMOR It gets more attention, but because our product is high involvement, AXE would not want to play down on the serious connect with the audience as humor has a short life span and is very individualistic. So, AXE would use a combination of Rational & emotional creative strategy:REFUTATIONAL(the solution to an average looking guy):-AXE wanted to position itself as the problem solver to the average looking guy, where looks dont matter.

EMOTIONAL(fear & anxiety):-By creating a sense of fear inside a young mans heart of being a social outcast. SOURCE, MESSAGE AND CHANNEL FACTORS FOR AXESOURCE- Media vehicle, Postures, promotions, events etc. MESSAGE- Unique fragrance AXE EFFECT- Humor and Fear Appeals CHANNEL FACTORS- Incorporates both external and internal channels. DESIGNING COMMUNICATIONKey Message- The Axe effect- Get you more than before. The advertisements used by AXE involves simple messages which is easy to understand Humor: Its the highly affective method of communication as it takes the little time to take the message across easily . Fear: the fear that of social acceptance, because of body odour & low self confidence.

CREATIVE EXECUTION:

EXECUTION

METHOD

EMPLOYED-FANTASY

&

PERSONALITY SYMBOL
The Axe Body Spray advertisement shows an average-looking guy being pawned over by multitudes of gorgeous girls. The guy keeps on spraying Axe all over his body and while hes doing this, girls from everywhere are clamoring to get close to him. He has on his face an expression of utter bliss, while the girls have the looks of pure longing. This advertisement is just one of the many in Axes marketing campaign that portrays Axe products as powerful tools to attract women. The entire campaign differs in the scenario presented but all convey the same message.

1. The execution methods used for this advertisement are: fantasy and mood or image. Fantasy was clearly employed in Axes commercial. 2. It 's a presumption that man is always thinking of the opposite and what it is like to be a chick-magnet. Capitalizing on that need , \Axe has came up with a body spray that it is marketing as the perfect answer to a man 's ultimate desire . 3. What the advertisement is telling the male audience is that through Axe Body Spray, a man does not need to look like Brad Pitt to have gorgeous women fight over him. Axe has the solution to that Related to that marketing pitch is the mood or image that Axe could improve or enhance. Should women smell Axe on a males body, their mood would change and theyll be spellbound to the man wearing the spray . 4. PERSONALITY SYMBOL:-The advertisement also touches on Personality image because it aims to boost a mans confidence when wearing the body spray. Because advertisements have powerful effect on

the subconscious, the man wearing Axe Body Spray would start to believe that he has become better looking than his average self and would start behaving with more confidence. For this user imagery has been employed. Axe has got everything perfect for its success, it got its segments correct, the targeting was exemplary and positioning: something to drool for. We have seen lot of ads where girls are seen drooling over Hunks in Motorcycle or in Ready-mades, or even in Innerwears, but in most of the Axe ads, there are no Hunks, only very ordinary or even skinny kind of people getting assaulted by beautiful girls. That makes the brand more approachable. Had Axe used a Hunk, the promotions couldn't have been so effective. The brand managers were so wise that when they used a celebrity like Ben Affleck, They ensured that the brand is made approachable. Having said that, The males seen in Axe commercials are not Losers: the ads are careful to show them as confident ( in one way or other) or a better term will be self assured. That is ultimate execution. This involves moving from the traditional exotic male role model to an environment close to the consumers reality. The creative idea was to show the seduction effects of Axe on women

The power of this Big Idea has ensured that Indian consumers lap up the foreign commercials without any hitch.

BUILDING A BRAND PERSONALITY

By using a brand personality, we can create an identity around the brand. It is especially important because the products are not highly differentiable from those in the market, so it helps the brand build a personality around itself to be distinctly indentified with. It helps in making a clear cut positioning of the brand. People are able to relate more with the ads, and thus the brand. We have to target the aspirational personality of the target consumer. Some personalities can a have greater pull when used for specific product categories. This personality can be based on their demographic profile (age, income, education, profession) or psychographic profile (thinking, lifestyle, ideologies, and predispositions). For Bata Indias Shoes, the target customers are upper and lower middle income individuals and their families. The shoes available are for different sizes, available for women, men and children. And knowing that its targeted at the middle income group, its obvious that the people of this segment wouldnt want to be known as those who wear footwear of a cheap brand, but would rather wear footwear that are stylish as well as comfortable and are lowmedium priced.

Conveying a Brand Personality:

Key advertising elements that contribute to a brands personality are the following: ENDORSER The personality of the endorser gets transferred to the brand with enough repetition, thus endorser needs to be chosen very carefully. He/she should have a personality that can affect the audience and lets associate more with the brand USER IMAGERY The characters of the people in the ad should be such that the user should be able to identify with them. Bata has chosen relevant models and actors for its advert, who are playing characters that the target segment would be able to identify with. EXECUTION ELEMENTS It involves the layout, the colors, props, dcor, etc. SPOKESPERSONS These are people who make official statements about the product or brand. AXE does not choose to use spokespersons in its adverts.

Axe is one of the rare brands that has embraced new media to the maximum extent. The brand has started its Internet based marketing initiative in India with Axe Land which involved a virtual trip to the Axe world. Globally also this brand has lot of online initiatives which are almost always naughty. One of the reports term the marketing strategy of Axe as Adventurous Marketing". That is true because its risky because the brand deals with Girls & Seduction. Not always every one may like the theme or the campaigns. , the brand also ensured that customers are constantly engaged with new fragrances

and campaigns. In 2005, Axe had a high profile launch of its new fragrance CLICK and before that there was Axe Land campaign and followed by AxeAcademy then Axe Voodoo and the latest one Phenomenon. I have tried most of the fragrances and not all of them are good, but I try it because I like the brand. That is the power of brand.

ASSOCIATING FEELINGS TO A BRAND:A feel good factor is associated with the brand, the user of the product feels good about using this brand, he is feels more confident & well equipped

INTEGRATING THE PROMOTION MIX ELEMENT:1).PRODUCT:The product is the centre of marketing mix and the other three Ps are based around it. Consumer purchase goods and services for a variety of individual reasons and the company must be aware of all of these when selling the product.

VARIETY OF AXE DEOs: Axe offers a wide range of fragrances and flavors in their deodorants. Some variants of axe are:-voodoo, twist, phoenix, click, dark temptation, dimension etc.

QUALITY: All the variants of axe deodorants are dermatologically tested and do not have any kind of side effects on the skin(skin friendly), it offers good fragrance which has long lasting effect. DESIGN: The bottle of the AXE deodorant looks more sturdy and it has twisting top which is better than the previous design.

PACKAGING: The axe deodorant contain in stylish bottle, its the primary container of the axe. There is no secondary package for the axe deodorant rather than its labeling of Lynx in foreign market.

 Packaging affluence customers a lot and also they willingly pay more for more convenient packaged product having catchy looks. The packaging is done in a way that it can be easily recognized.The packaging of axe itself has created brand for it.

2).PROMOTION
Mass communication can be utilised through the use of free-to-air television, radio, newspapers and magazines, as well as other methods like cinema and outdoor advertising. All its campaigns revolve round the central theme of Seduction where Girl makes the first move. 19 It has, absolutely, subliminal implications. The brand assumes that Men wants to be seduced . That feeling gives a big boost of self confidence to a man. Although many brands take this proposition, Axe just made it perfect. In most of the Axe ads only very ordinary skinny kind of people getting assaulted by beautiful girls.That makes the brand more approachable. If Axe had used a Hunk, the promotions couldn't have been so effective. The brand managers were so wise that when they used a celebrity like Ben Affleck. It ensured that the brand is made approachable.

 The brand has started its Internet based marketing initiative with Axe Land, which involved a virtual trip to the Axe world. Globally also this brand has lot of online initiatives which are almost always naughty. In UK the Axe is marketed as LYNX. Not only the brand uses TVC's to its advantage, the print ads of Axe won several awards in various ad events. Besides Print, the brand also uses outdoors to its maximum impact. Axe is a classic example of 360 degrees branding effort. Now Axe has a common message in over 70 countries.

3).PRICE
The product solves an immediate problem. Cologne is too expensive for most Gen Y men and body spray does the job at a price they can afford. This is its fundamental feature. If the product is deemed an innovation on the grounds of addressing a previously untargeted market like a sub-culture or youth segment the most profitable strategy for the AXE/Lynx brand would be a market-penetration tactic. Market-penetration aims to set a comparatively low price for a new product in order to attract a large number of buyers and enhance a current market share.

4).PLACE
The process of efficiently and effectively making and getting products and services to end-users requires a marketing logistics network. Essentially, the physical distribution of the proposed products should propagate through a series of intermediaries as a fast moving consumer good typically purchased by consumers weekly. Distribution begins with the Unilever sales forecasting intermediary by determining company production schedules, inventory levels and production. Everywhere the product ables to purchase is developed a instore communication through educating retailer staff to be aware of competitions and promotion campaigns for axe/Lynx products, as well as providing special promotional information about products and potentially, increase sales. Places where we can find the product to purchase it: Websites: www.unilever.com www.amazon.com www.healthpricer.com www.drugstore.com

COPY STRATEGY
COPYWRITING in print is the activity of putting words to paper, particularly those contained in the main body of the text (the main arguments and the appeals used), also including attendant bylines and headlines. In broadcast, the copywriter is a scriptwriter who develops the scenario to be used in radio or television medium.

There are various kinds of copies that can be used according to the message strategies used. The kind of copy we are using for AXES advertising campaign is a mixture of narrative & reason why copy.

NARRATIVE COPY
In such a copy, the presentation is built like a drama, i.e. an advertisement with a storyline.

REASON WHY COPY:This copy analyses the situation before the use of the product & after the use of the product.

LAYOUT
The layout activity involves bringing all the pieces together before the advertising is sent out for production. There are five considerations to take into account in developing Layouts for Visual Mediums (also known as Principles of Layout):

1. BALANCE
The different elements in an advertisement may appear in balance with each other or may not. In case of a Formal Copy, complete balance is maintained on the left and right sides of the copy. Information seems to be more serious and used usually for products where more thought, cognition and deliberation is required in assessing and comprehending the advertisement. It uses the concept of geometrical centre (where the actual centre lies). In an Informal Copy, one side may visually appear heavier than the other due to large image, use of graphics, font size, etc. It allows for placing the elements differently and creatively. It uses the concept of an optical centre (where viewers perceive the centre to be). The important elements of the ad are placed in the area which receives the greatest importance, ie.e at and around the optical centre. For Bata, an Informal Balance Copy will be used.

2. EYE MOVEMENT

S Z
It is the way the audience scans an advert (page or screen). It is usually customized according to how we write. There are two forms of scanning: S: For societies where reading is tuned from Right to Left. Example: Arab countries. Z: For societies where reading is tuned from left to Right. Relevant to Indian Context.

Gutenberg Diagonal

The first impression that the ad makes visually is related to the optical centre that lies on the Gutenberg Diagonal. If the information placed there is interesting enough, then viewer seeks clarification of it at the top (seeking a connect at the top). To complete the understanding and deriving the meaning of the ad, the viewer looks for information at the bottom right. The bottom left corner is the most ignored portion.

3. CONCEPT OF PROPORTION
It refers to the weightage given to the various elements; how much space is given to the visual or content or headline. It impacts perception in a way that whatever occupies large space is perceived to be important.

4. EMPHASIS
It refers to the emphasis given to different materials. It may be done by usage of different colors, contrast, font sizes, bold font, underlining, usage of space around the element and/or light effects.

5. CONTRAST
It is done to make difference between the various elements, so that the content doesnt seem cluttered within itself or with its surroundings.

6. UNITY
All the elements must present a unified picture. They should have a sense of belongingness. There should be a distinction from other ads by showing where the ad starts and where it ends (like by use of a border).

PRODUCTION AND IMPLEMENTATION

PRINT ADVERTISING Bata chooses to advertise in Daily Newspapers, outdoor ads and also magazines. The outdoor ads cant be given a body copy, because people dont pay that much attention to details. So it has to be very simple.Axe is using metro pillars in Delhi as the outdoor location for advertising. Different snapshots can be used on consecutive pillars which are also lit during the evening and night time. In other cities, the same print copy will be used on billboards at traffic signalsWe will use these concepts during the production and implementation of these

advertisements.