1. Chapter Number Eight Message Execution
Modular:
Afjal Hossain,
Assistant Professor, Department of Marketing, PSTU
Kenneth K. Clow & Donald Baack “Integrated Advertising, Promotions and MCs” 2nd ed.

2. Message Execution
The ways to which the message is developed is called message execution.
5 stages to be considered:
Message Storytelling
I have a cow, the cow has a buffalo , it is to be feed in the field daily etc………..
In the 1st day of my University life nobody looks at me, but in the 2nd day every body is close to me because…..
Tone & Style
Words (copywriting)
Pictures (Art direction)
Consistency

3. Message Execution (continued)
Message execution can be for:
1) Print Advertising
Display (ex: Banner, Billboard, Electric Board)
Body Copy (ex: Newspapers, Books, Magazines, Brochures, Direct mail pieces)
2) Electronic Advertising
Radio
Television
Internet

4. Print Advertising Print Advertising (Display):
Purposes of print advertising:
Attracting attention
Explain the visual
Keep audiences engage
Cue the selling message

5. Print Advertising (continued)
The text that are used in the display, are larger font size than body copy. This type of advertising are mainly produced for easily reading the whole text. There are 3 steps to be considered:
Headline: Normally readers read the headline 3 to 5 times rather than the body copy. That’s why, it should be short and succinct. It should be one line with 8 words. But in some cases, it may be 2 lines.
Tagline: Tagline is the slogan that serves as a reminder of a brand or a company or a campaign theme. It may be a phrase or a proverb or a sentence.
Photo (from camera / computer generated or by developed by artist)
Body copy: Body copy means the texts that describe the brand messages.

6. Print Advertising (continued)
2. Print Advertising (Body Copy):
Body copy are the texts that describe the brand message to attract the consumers easily and keep the message for a long time.
7 steps to be considered:
Head line
Sub headline, Underline, Over line
Captions for the pictures (verbal explanations of the visuals)
Call outs (mini captions/ explanations are used to describe all the possible benefits of the product)
Tagline
Signature/ Logo (a distinctive way of printing the brand name)
Photo (from camera/ computer generated or by developed by artist)

7. Print Advertising (continued)
The information needed to develop in an body copy products are:
The people
The name of the product
Date of production
Writer’s name
Length of the segment
Date of expire

8. Types of Electronic Advertising
Radio or Audio Advertising
Television/ Video Advertising
Internet/ Online Advertising

9. Types of Electronic Advertising (continued)
Radio or Audio Advertising
Radio provides entertainment and news to listeners who are generally busy doing something else – driving, washing dishes, reading papers or even studying etc. Radio listeners usually decide within seconds if they are going to pay their attention or not. To attract and hold listeners attention, radio copy must be designed to break through the clutter of the environmental stimuli.

10. Radio Advertising (continued)
Radio Advertising needs:
Sound (not irritating i.e. car horns, alarm clocks etc.)
Count Lines (not more than 80 character line)
Time Period ( 5 seconds per 80 character with not more than 30 seconds)
Music (traditional not boom basting or may be jingles)

11. Types of Electronic Advertising (continued)
Television/ Video Advertising
This type of advertising uses action, music setting, casting, special effects.
Pictures (live action film/ still photo/ animation). The film will be casting by celebrities
Scenery
Props
Lighting
Camera Angle
Sound
Time Period

12. Types of Electronic Advertising (continued)
Internet/ Online Advertising
Users are most likely to stay with those sites which contain high-quality contents, are easy to use, are quick to download, and are updated frequently.
In the online design, all the photographs, type, film, sound, and games can be combined to each other.
There are 2 basic types of online advertising:
Online advertising (usually presented as a banner)
Website (usually as a brochure)

13. Internet Advertising (continued)
Online Advertising (Banner)
This is a small ad on some other company’s web page.
In this type of advertising, normally used:
A headline (to catch the attention)
Slogan (convey an interesting idea)
Body copy (if possible)

14. Internet Advertising (continued)
Website Design (Brochure)
An online brochure that gives the information about a company, as well as its products, brands, services and contact information.
Normally 3 things to be considered:
Design an outline of the contents
A flow of chart that shows how the site will be navigated
How the links will perform

15. Internet Advertising (continued)
The following list contains the guidelines for a website design:
Make the homepage work hard to establish your identity and tell what you to do?
Make the interface intuitive. People shouldn’t need training in order to use the site
Make contents prominent not complicated
Make navigation user-friendly
Don’t create too many levels
Make sure menu options are complete
Give users a way to return to the main menu using hyperlink
Use links rather than long periods of scrolling
Put navigation aids at both the top and the bottom of the page
Provide a site map

16. Internet Advertising (continued)
Provide a contact information specially address
A good example: Purina’s Tidy Cat’s Site
The home page of this site has 5 elements:
A brief description of the product line
A picture of package of Tidy Cats Crystals
A listing of website categories
A bold linking banner
Downloading option

17. Questions?

18. Thank You
… For staying with me …