UNIT III

MESSAGE DEVELOPMENT
Advertising can be used to build long term image of a product or occasionally trigger sales in the short run. More over, advertising can be very costeffective in communicating to large audiences.

Types of advertising
Brand-building advertising Tactical advertising Direct response advertising National advertising Retail advertising Public service advertising Corporate advertising Primary-demand advertising

Advertising Media
Television Radio Outdoor
billboards transit advertising

Magazines Newspapers Direct mail Internet

banners links to related web-sites

Advertising Media (contd)

Criteria for selecting media

Cost Compatibility with media habits of target audience Compatibility with product Compatibility with message

Types of Advertisements
Product advertisements Institutional advertisements Pioneering Competitive Reminder Advocacy

Advertising Appeals
Rational appeals
Moral appeals Emotional appeals

Emotional Appeals
Joy Love Humor Sex Pride Guilt Fear

Execution Styles
Slice of Life (Part of life) Lifestyle Musical Personality symbol Humor Endorsements (expertise, trustworthiness, likeability)

Media Terminology
Reach Rating Frequency Gross Rating Points (GRPs) Impact Cost per thousand Wasted coverage

Sales Promotion

Consumer products Industrial products

Sales Promotion (contd)

Consumer products Consumer-oriented
coupons premiums samples contests/sweepstakes rebates etc

Sales Promotion (contd)

Consumer products (contd) Trade-oriented
point-of-purchase (POP) advertising allowances display allowances merchandise assistance quantity discounts

Sales Promotion (contd)

Industrial products Trade shows Displays/exhibits Brochures and technical promotional material

Other Promotional Tools

Direct marketing Publicity E-Commerce -- or is e-commerce much broader than promotion? Personal selling

 Creative research takes place within the context of the preceding research stages. This kind of research aids in the development of what to say to the target audience and how to say it. Copy development research attempts to help advertisers decide how to execute approaches and elements. Copy testing is undertaken to aid them in determining whether to run the advertising in the marketplace.

LAYOUT
A layout is an orderly physical arrangement of headline, subheads, body copy, slogan, seal. Logo, signature, and the visual elements into a finished advertisement. It shows where each component of the ad will be placed and gives guidelines to people working on the ad creation. Copywriter learns how much space is available to work with and how much copy should be written. Layouts are usually done as rough and presented to the advertiser to get the preliminary approval.

 During the creative phase, the designer uses

Thumbnails: a very small sketch, rough, and rapidly created drawing to visualize layout approaches without any details. Rough layout Comprehensive layout: highly refined exact copy of the finished ad. It is quite detailed, with photos Dummy: is prepared to get the look and feel of brochures and other point-of-sales displays. All the elements of the dummy are hand-assembled, mounted on a sturdy paper, and then cut and folded to size, to appear exactly like the finished product.

Design principles
Ads must be designed to attract consumer attention immediately as the advertiser has only a second or two to capture the readers attention. Good design not only commands attention but also holds it and communicates as much information as possible in the shortest amount of time and makes the message easier to understand.
Unity Balance Contrast Sequence or eye movement Emphasis or proportion

Includes everything that forms part of an advertisement Text, visuals, symbols, Signature, logo, trademarks etc.

ELEMENTS OF AN ADVERTISING COPY

Headline Sub-headlines Body copy Promise Spelling out the promise Amplification

Proof of claim
Action

Testimonials/ Awards Certifications etc.

Mandatories/ Legal reqmts

MANDATORIES/ LEGAL REQUIREMENTS

Slogan Battle cry Sentence/ part of sentence aimed at easy remembrance/ recall Entire legal signature of the company Symbol, Name or both

Trademark

Logo

 Copy Style -As with a novel or a play, good ad copy has a beginning, a middle, and an ending. -What it takes to create special attention and persuasion. -It takes style-the ability to create fresh, charming, witty, human advertising that compels people to read. -Most ads end by asking or suggesting that the reader buy the product

--Factual Approach Here the writer deals with reality-that which actually exists. Explaining the products advantages --Imaginative Approach Theres nothing wrong with presenting a fact imaginatively. --Emotional Approach Emotion can be a powerful communicator. The feelings about your product or company can be an important plus or minus. --Comparative Advertising Comparing your product directly with one or more competitors is called comparative advertising.

 Marketing Approach to Visualization -That ads are not created for sake of creativity. Each ad is created for a specific marketing purpose. All ads for a product should conform to the same set of objectives, even though some ads may not appear to be related, and they usually use the same theme or slogan in each ad.

 Basic Design Principles There are some general principles that guide the design of advertising and promotional layouts. -Unity: All creative advertising has a unified design. The layout must be conceived in its entirety, with all its parts copy, art, logo, etc. -Harmony: Closely related to unity is the idea that all elements of the layout must be compatible. The art director achieves harmony by choosing elements that go together. -Sequence: The ad should be arranged in an orderly manner so it can be read from left to right and top to bottom.

-Emphasis: Emphasis is accenting or focusing on an element to make it stand out. -Contrast: You need differences in sizes, shapes, and tones to add sparkle so the ad will not be visually dull. Contrast makes the layout more interesting. -Balance: By balance, we mean controlling the size, tone, weight, and position of the elements in the ad.

PRINT PRODUCTION All the ideas have been developed; now the print production people take the copy, layout, and illustrations and create the finished ad The Print Production group performs that transformation process from the original creative concept to the clients printed communication- and may include magazines, newspapers, outdoor and transit. The production person will usually reach for the (Standard Rate and Data Service) SRDS.

Its consists of.. Type fonts and families Mechanical and artwork Desktop Color Color Proofing

 Evaluation of Advertising -Pre-testing Approach -Consumer Jury -Print Media -Broadcast Media -Direct mail test -Post-testing Techniques -Recognition Tests -Recall Tests -Attitude Change

 Advantage of Television -Creativity and Impact -Coverage and cost effectiveness -Captivity and attention -Selectivity and flexibility

 Dis-Advantage of Television -Costs -Lack of selectivity -Fleeting message -Clutter -Limited viewer attention -Distrust and negative evaluation

 Advantages of Radio -Cost and Efficiency -Selectivity -Flexibility -Mental imagery -Integrated marketing opportunities

 Limitations of Radio -Creative limitations -Fragmentation -Chaotic buying procedures -Limited research data -Limited listener attention -Clutter Buying Radio Time -Net work Radio -Spot Radio -Local Radio

 The Role of Magazines and News papers -The role of magazines and news papers in the advertisers media plan differs from that of the broadcast media because they allow the presentation of detailed information that can be processed at the readers own pace -The print media are not intrusive like radio and TV, and they generally require some effort on the part of the reader for the advertising message to have an impact.

 Classifications of Magazines -To gain some perspective on the various types of magazines available and the advertisers that use them, consider the way magazines are generally classified. Standard Rate and Data Services (SRDS), the primary source on periodicals for media planners, divides magazines into three, -Consumer Magazines -Farm Publications -Business Publications

 Consumer Magazines - CM magazines are bought by the general public for information or entertainment. -general editorial, sports, travel, and women's. -they can be sold through subscription form or circulation, store distribution or both -as classified by frequency; weekly, monthly. Farm Publications -about 300 publications are tailored to nearly every possible type of farming or agricultural interest.

 Business Publication -BP are those magazines or trade journals published for specific businesses, industries, or occupations. SRDS breaks down over 9300 U.S magazines and trade journals into more than 180 market classifications. -Magazines directed at specific professional groups, such as National law Review for lawyers and Architectural Forum for architects. -Industrial magazines directed at business people in various manufacturing and production industries.

-Trade magazines targeted to wholesalers, dealers, distributors, and retailers -General business magazines aimed at executives in all areas of business, such as Forbes, Fortune, and business week. -Health care publications targeted to various areas including dental, medical and surgical, nursing, biotechnological sciences, and hospital administration.

 Advantages of Magazines -Selectivity -Reproduction Quality -Creative Flexibility -Permanence -Prestige -Consumer Receptivity and Involvement

 Dis-advantage of Magazines -Costs -Limited Reach and Frequency -Long Lead time -Clutter and Competition -Magazine circulation and readership -Readership and Total Audience -Audience information and research for magazines

 News papers, the second major form of print media, are the largest of all advertising media in terms of total dollar volume. News papers are an especially important advertising medium to local advertisers, particularly retailers. Types of News papers -Daily Newspapers -Weekly Newspapers -National Newspapers -Special Newspapers

 Types of Newspaper Advertising -Display Advertising -Classified Advertising -Special Ads and inserts Advantages of Newspapers -Extensive Penetration -Flexibility -Geographic Selectivity -Reader Involvement and acceptance -Services offered

 Limitations of Newspapers -Poor Reproduction -Short life span -Lack of selectivity -Clutter

 Out door Out door advertising is the oldest medium. Its usually used as a supportive medium by most national advertisers and includes billboards, posters, wall paintings etc., -To generate immediate brand name recognition when introducing a new product and complement other forms of advertising. -To remind customers who are already in the market-place about established and recognised brands of the marketer.

 Advantages of Out door -Audience delivery -Geographic flexibility -Continuity -Efficiency -Creativity

Disadvantages of Out door -Limited message capabilities -Waste coverage -Limited effectiveness -Message wear-out -Public criticism

 Determining the Advertising Budget

-The objectives determine what is expected of a advertising campaign in a defined period of time. -The budget controls all proposed expenditures by fixing a limit. -There are various approaches to determining the budget, how ever, there is much disagreement on this issue and different companies use different approaches to determine the proper allocation. -This is a critical decision as it often involves large sums of money and, in most marketing situations, it is difficult to measure what advertising does to profits or the sales volume

-Top management is usually involved in budget decision and brand or promotion managers may not be in a position to influence the decision . -This top down practice often stops campaigns with excellent potential, however, brand managers must provide all the possible input in budgeting decisions. -The advertising budget is basically a plan to allocate financial resources to advertising for future operations and should be reviewed constantly keeping in view the changing market conditions.

-For eg: it may become necessary to match the advertising effort of a close competitor to maintain the present marker position. It often happens that if two brands equally preferred, the one that advertises more gets the edge. For eg; if Coca cola increases its advertising blitz, then Pepsi cannot simply sit n watch.