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individuals to purchase products or services or ideas. Advertising often attempts to persuade potential customers to purchase or to consume a particular brand of product or service. Different types of media can be used to deliver these messages, including traditional media such as
Advertisement Creativity
Creativity is arguably the most important element in
advertising success. It is not about doing extraordinary things simply, it is about doing simple things extraordinarily. Why is it that a simple toy like Frisbee still captures everyones attention In advertising different creative strategies are used in order to obtain consumer attention and provoke shoppers to purchase or use a specific product. Advertiser use different ways of thinking to create catchy slogans that capture consumer attention.
Elements are: Layout Ad Appeal
Visualization
In developing an Ad the most important activity is
Visualization. It is a process , which starts with the design of advertisement and results into the development of finished Ad layout in print. Visualisation is the art in Advertising Common question of Visualizer regarding whether to have .
Headlines , Sub-heads The body copy The illustration Logo signature Slogan Coupon Seal of approval Border Quality marks etc.
once a visualizer exercise himself mentally and puts his pencil to paper , the shape of Layout begins to emerge.
Layout
The ultimate outcome of process of visualization is the
layout. Layout of an advertisement, with all the type elements in place and the artwork accounted for, used to give the client an idea of how the final copy will look
Layout Principle
Graphic first
Research found that when it comes to print ads, readers look at a graphic first, then the headline, then the caption and finally, the copy.
Headline Second
Serif fonts are easier to read than sans serif fonts.
Layout principle
Use of illustration of a product Use an illustration of a product in a setting Use an illustration of a product in use Illustrate the benefits Dramatize the headline Dramatize the evidence Use a comparison Use Pictures Use trade character, Gattu for Asian Paints Use charts and diagram while making rational appeal Use symbol, Merril Lynch uses a bull to show their bullish investment
sentiment.
Layout
matter in an advertisement expressed in words or sentences and figures designed to convey the desired message to the target consumer.
Elements of AD copy
Headline : bold and conspicuous words in ad copy
conveying a certain message. Subhead : subhead appears before or after the headline or as a part of body copy. Body copy : logical continuation from heading and sub head presented in smaller font. describes the product, features, uses and benefits. Slogans : taglines are standard statement which can be associated with a brand. Complan the complete planned food Logo/address : Visuals
Illustrations
Illustrations are made by artists by generating pictures, charts, tables, etc. e.g. Absolut Vodka used paintings by artists and the work of fashion designers as illustrations. Hand made paintings Clip Art : Copyright free pictures available on internet. Photographs Computer generated visuals
Types of copy
Scientific copy : technical specification of products
are explained, merits are described in scientific terms e.g. Saffola-low cholesterol edible oil,nutritional products, durables (TV) Descriptive copy : in a non technical manner product attributes are described Narrative Copy : here a fictional story is narrated. Colloquial copy : here informal conversational language is used
Cont.
Humorous copy Topical copy : Integrated to a recent happening or event
Message
What we have to say, how do we say that] the what part is the design of the message and how is development of message. Message spot uniqueness of the AD to win consumer perception.
Message objective
Message are to be structured keeping the objective of the communication and audience in view. Passing on information
Create brand awareness Communicating the benefits Induce to purchase
Message structure
Drawing conclusion
Repetition One versus two sided communication
Comparative advertising
AD Format
Animation AD
Cont
Dramatization
I t is same as slice. Difference in intensity and story format Advertisers have attempted to quantify and qualify the use of celebrities in their marketing campaigns by evaluating their awareness, appeal, and relevance to a brand's image and the celebrity's influence on consumer buying behavior.
Testimonial
Authoritative
where it is argued that a statement is correct because the statement is made by a person or source that is commonly regarded as authoritative. The most general structure of this argument is. Source A Says P , A is authority so P is true
Ad Through Story
Con
Demonstration
Fantasy
Informative
AD Appeal
The message content refers to what the advertiser has
to say to the target audience that will produce the desired response.
We have mentioned that the advertising message
Types of Appeal
Rational Appeal These appeal are those directed at the thinking process of the audience.
High quality Low price Long life Performance Ease of use Resale value ,
Emotional appeal
Emotional Appeal Which are not preceded by careful analysis of the pros and cons of making a buying. Fear Trust reliability Friendship Happiness Security Anger Personal-care etc. Prestige
Moral Appeal
Moral appeal are those appeal to the audience that
Scarcity appeal
Scarcity appeal are urge consumer to buy a paricular product because of a limitation. limited No. of product product for limited time limited price discount
As there is a limitation the value of the product increases.
Structure of an Advertisement
The promise of a benefit, or he headline The spelling out of the promise, subheads Amplification Proof of the claim Action to take
Selling Proposition(USP)
USP makes the consumer identify the brand with a
particular benefit. USP is the creation of distinct brand position in the mind of customer. Product differentiator becomes the Brand differentiator. Each AD must make a proposition to the customer. The benefits must be conveyed. The competitors should not have made that promise or proposition.
Culturally based and formed based upon society expectation. Vary by person, and by situation Every one develops their own code of conduct Advertising Ethics Puffery , refers to exaggerated claims of a products superiority Vague statements Deception, is when the consumer is led to belief something which is no true