1. Chapter # 6 Creating Advertisements

2. Creating Advertisements
Chapter outline:
Creating Advertising Messages
Creating copy
Advertising Appeals
Design principles for Print and T.V Advertisements
Structure of a print Media Ad
Visual Media Techniques
Producing Ads for various Media

3. Creating Advertising Message
Creating Advertisements starts with “The Big Idea” or “The Creative Theme”.
Creative theme involves Two basic decision:
What should be said
How to say it best?
The ‘What’ part is the Design of message and ‘How’ part reflect the development of the message and it’s execution as well.

4. Message Design Principles
Message Structure
Copy Elements
Advertising Appeals

5. Message Structure Important aspects of message structure are:
Drawing conclusions
Sometimes an adv. Message always closes on a well-drawn conclusion for the audience, e.g. “Chota bill sirf Zem ke sath.” (Warid Zem)
In many cases the receiver is left to draw their own conclusions of the message, “endless possibilities” (Ufone post-paid)
Both approaches are used according to the Product, and Stage of customer readiness and awareness.

6. Message Structure Order of Presentation
Reflect the sequence of arguments to appear in the message.
One approach says that the strongest argument should appear first in the ad, it results in better attention and interest.
Some experts believe that ad should close with a strong theme to produce max. impact and achieve retention of message.

7. Message Structure Comparative Advertising
Here the product is directly or indirectly compared with a competitive product to show the advertiser’s product advantage.
The ultimate aim here is to create Brand distinction and superiority over other brands.

8. Advertising Copy Copy Approach:
The way an adv. Message opens or starts.
Copy approach plays crucial role in getting attention and developing interest of receivers.
Three types of Copy Approaches:
Factual approach
Imaginative approach
Emotional approach

9. Factual approach
Copy starts with mentioning a fact or any factual information, such as a product related fact, Historic issues or market information etc.
Direct way to start the message.
Useful for FMCGs and commonly purchased products.

10. Factual approach

11. Imaginative Approach
Copy reflects an imaginary idea or theme, to force the audience to fanaticize and use their imagination related to the product, it’s use, benefits, image or quality etc.

12. Imaginative Approach

13. Emotional Approach
Emotional approaches are used to reflect the emotions and sentiments of the audience, and associate the brand to an emotional situation or event, e.g. Relationships, social belongingness, respect, love and affection.

14. Emotional Approach

15. Advertising Copy Long Vs Short Copy:
A long copy can be impressive and details can be presented in it to the reader.
Sometime only short copy work especially when reader doesn't like, or have the time to go through lengthy details.
Copy writing for newspaper is different from that of magazines.
The copy for newspaper is short, it has a high impact headline, which mostly concentrate on one strong selling idea, Whereas a magazine copy can hold details and multiple product benefits can be discussed.

16. Types of Advertising Copy
Descriptive Copy (The product attributes are described in a direct, non-technical way)
Narrative copy (A fictional story is narrated)
Humorous copy
Topical copy (Used when a message is integrated to a recent happening or event)
Endorsement copy (When a product is endorsed by an opinion leader or personality or institution)
Questioning copy
Prestige copy (Copy is used to build an image, product is not directly advertised)
“Reason Why” copy (Explanatory copy, where reasons to purchase a product are mentioned)
Wordless advertisement (Pictorial presentation which is wordless, only brand name can be used)

17. Creative Plan and Copy Strategy
Creative Platform:
It is a document that outlines the message strategy decisions for an individual ad.
Crafting the copy:
Anything that is relevant and readable is read, whether short or long. Copy must be well planned and crafted. This requires writing and re-writing for many times.
Copy Style:
A copy can be written in form of a personal talk, a dialogue between people, a story or a novel etc.
Write to the point:
Good copy is always straight forward and to the point.
Personal context of Copy:
A good copy is designed as if it is meant for a single prospect and every reader gets the same impression.
A copy is sold to the customer of the product not it’s advertiser.

18. The Building Block of Advertising Message
Advertising Appeals
The Building Block of Advertising Message

19. Advertising Appeal
Appeal refers to the method of getting attention and developing interest of the audience.
Through Adv. Appeals the advertiser attempts to make a lasting impression in the mind of the audience to develop message retention over a period of time.
The Desired end-result for using the appeal is “Persuasion”.
Several appeals can be used, depending on the product and audience.

20. Appeals and Buying Motives
Appeals are cues or stimuli that act as buying motives for customers. Buying motives are of various forms:
Power Motive
Competence Motive
Affiliation Motive
Security Motive
Fashion Motive
Envy Motive (Cooking Oil, Dresses, Automobiles, Mobile Phones)
Greed
Novelty
Curiosity

21. Types of Appeals Rational Vs Emotional appeal
Rational appeal ads use straight forward facts and figures and are based on a logic.
Emotional appeal ads uses emotional and symbolic clues to deliver a message. These appeals go beyond the logics and reasoning process of the customer.

22. Emotional Appeals
Emotional appeals are designed to stir up some positive or negative emotion that will motivate product interest or purchase.
Negative emotional appeal are more effective than positive emotional appeals to motivate consumers for purchase.
Both positive and negative can be used in a combination to produce impact.

23. Positive Emotional Appeal Vs Negative Emotional Appeal
Positive appeal uses the strategy of ‘reducing’ the person’s anxiety about ‘buying and using’.
Negative appeals use the strategy of ‘Increasing’ the person’s anxiety about ‘not buying’. It shows the loss/threat the customer may face in case of not buying.
A single product can be targeted based on any of these appeals, e.g. Life insurance campaigns.

24. Other forms of Emotional Appeals
Fear Appeal:
Most important form of negative emotional appeal and most effective also.
Can be related to a threat or a psychological motivation such as loss of status, job, money, friendship or social position.

25. Other forms of Emotional Appeals
Parental feelings:
The desire to provide, nurture and protect one’s loved ones, e.g. Mother’s love for child etc.

26. Other forms of Emotional Appeals
Moral Appeal:
Relates to the audience’s sense of right and wrong. Mostly used for social causes, e.g. Mobile manners, Stop Pollution, Save electricity etc.

27. Creating Print Media Ads
Structure of Print Media Ads

28. Structure of Print Media Ads
Copy Elements for Print Media Ad
Layout of Print Media Ad

29. Copy Elements for Print Media Ad
Headline
Sub-headline
Body copy (Amplification)
Proof
Tag lines (slogan)

30. Headline Opening Statement of the message.
Designed to get attention and create interest of reader.
A good Headline raises the curiosity of the reader and ensures that the reader will go through the rest of the details in the Ad.

31. Basics for Writing Headlines:
It should be quick, short and easy to understand. 7 to 10 words is ideal length for a headline.
It should relate to the main benefit of the product.
Self-interest is created is every headline.
It should trigger imagination of the reader.
There should be a news in the headline. Most common words for headline are NEW, FREE, Announcing, Now, Surprise, Last chance, Revolutionary or surprise.

32. Basics for Writing Headlines:
Headline is read by many more people so a good headline can carry brand name.
Don't use dubious, confusing or blind headlines.
The best formula for writing headlines is ‘How to ___ and ____’.
How to stay fit and protect your self.
How to get better return over your saving and relax.

33. Forms of Headlines See page # 239 Thill & Bovee
Direct promise headline
News headline
Curiosity provoking headline
Selective headline
Humorous headline
Situational headline
Challenging headline (Questioning)

34. Layout of Print Media Ad
General Appearance of the print ad.
Relates to the basic disposition of different creative Element in the ad, such as Copy, Picture, Brand name, Product package or graphics etc.
Layout help in creating overall impact of the message.
It guides the reader through the Ad. And determines the sequence of how a message will be read, e.g. elements like font size, style and position of copy can be used to guide the reader.
Layout needs to be balanced and accurate.

35. Types of Layout Pre-production Thumbnails Rough Layout
Technical layout
Final Layout

36. 2 1 3 4

37. Developing Electronic Media Ads
Developing a T.V. Advertisement

38. Creative Art Direction
 Planning and execution of the artistic and design elements of an advertising message.
Organizing of all visual elements appearing in the ad, such as:
Arrangement of creative elements (Copy & illustrations)
Copy format and presentation
Color & Texture
Sounds and Audio elements
Visual elements

39. Art Direction of Audio Elements
Audio elements of TV commercial includes:
Speaking voices
Singing voices
Instrumental background music (BGM)
Sound effects
Voice-over:
The copy being read by someone off-screen is called voice over. Experts are
Jingles:
Short songs or music compositions that carry an advertising message. It may original tunes or adopted from popular music tunes.

40. Visualizing TV Commercials
The Story Board:
Shows the main visual scenes along with the voice over copy and instruction of camera movements. Sound effects and other design elements.
The Script:
A script supports the story board and contains the copy (spoken and sung words) as well as the verbal description of the visual element.

41. The Story Board

42. Basics of T.V. commercials
Always stick to one selling message.
Show the product in use, if possible.
Use more visuals and less words.
Use unique and strong visual techniques to keep the viewer guessing.
Make effective use of music and jingles.
Use drama, emotions or humor to catch viewer attention.
Use product close-up for retained impact.
Open with a surprise.
Use familiar faces and opinion leaders if possible.
Repeat idea through different situations.
Use metaphors for the brand. (relate brand to real life situations, events or personality)

43. Visual Techniques for TVC
Use of Movies approach to life.
Use of Music and songs.
Endorsements/ Testimonials.
Use of famous historic events and personalities.
Dialog situations
Demonstrations/ Trials
Customer Interviews
Humorous ads.
Slice of life (Real life characters are used to deliver the message).
Dramatization
Animations/ Roto-scope
Comparison
Still photos and Artwork
Infomercials

44. Audio Techniques for TVC
Movement to music
Transitions (change in the mood of ad through music)
Fading effect of music

45. Producing TVC Consider budget Develop production schedule
Select key production personnel
Decide on location and set designs.
Decide on talent, Wardrobe and props.
Obtain permits and clearances.
Decide on supporting services and people.
Select video inserts, still photographs and Graphics.
Select music and jingles
Rehearsals and shooting
The editing phase
Post-production activities and follow-up.

46. Chapter # 7 The Advertising Campaign

47. Advertising Campaign
The design of a series of advertisements and placing them in various advertising media to reach a particular target audience.
Advertising campaign is a program of related ads designed to promote a specific product or brand during a specific period.
e.g. “Dawlance Reliable hai”

48. Steps in Developing an Advertising Campaign
Analyze the Current Situation
Identify the Target Audience
Define Advertising Objectives
Decide Advertising Budget
Select Advertising Media
Develop Advertising Message
Execute the Campaign
Evaluate Advertising Results

49. Analyze the Current Situation
SWOT Analysis
It is important to identify
What are major Strengths of Product
Weaknesses of Product
What future Opportunities are present
What are possible External Threats
Competitive Analysis
It is important to understand the promotional strategies of major competitors, their budgets, advertising history, media plans, product strengths etc.

50. Identify the Target Audience
The group of people at whom advertisements are aimed
Location and geographic distribution
Distribution of demographic factors
Lifestyle information
Consumer attitudes

51. Define Advertising Objectives
What does the firm hope to accomplish with the campaign?
Increase sales or Product Usage
Increased product or brand awareness
Persuasion
Build brand preference or change buyer perceptions
Reminder advertising: maintain top-of-mind awareness

52. Decide Advertising Budget
Deciding over the budget depends on the advertising objectives and the length and intensity of campaign.
Choice of media vehicle is also considered for budgeting decision.
Geographic considerations are also important.

53. Select Advertising Media
Developing the Media Plan is important for advertising campaign.
Media plan reflects all decision related to media function.
Specifies media vehicles (e.g., magazines, radio, and television stations, and newspapers) and the schedule for running the advertisements.

54. Develop Advertising Message
Form and contents of the advertising message.
Creative strategy
Story board
Copy elements
Artwork and Illustrations

55. Execute the Campaign
Planning and coordination among advertising team, agency and media official to run advertising campaign.
Implementation of campaign according to developed media schedule.

56. Evaluate Advertising Results
It is important to measure the effectiveness of advertising campaign and measure the results of advertising.
Different methods are used to measure effectiveness:
Product sales
Customer response and feedback
Recognition tests