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TRANSCRIPT
Building of Advertising Program
Objective is to understand the major elements involved in creation of an advertisement
We try to answer: How an AD is created? We try to focus on ingredients of an
advertisement.
Elements in creation of an Advertisement
Message Headlines Copy or body copy Illustrations Message Appeal Layout
Message
Objective of the message To communicate main points in a best way To overcome opposing views of audience To create a persuasive message
Message…..
How to structure a persuasive message for effectiveness
1. Order of presentation
2. Conclusion drawing
3. Message sidedness
4. Refutation
5. Verbal Vs Visual
1. Order of presentation
Where to place the strong arguments in the message?
Beginning ----Primacy Effect End ----Recency Effect
Recall ability is the basis for deciding
2. Conclusion Drawing
Advertiser's own conclusion Audience’s own conclusion
Depends upon education/ awareness and complexity of the topic
3. Message Sidedness
One sided: only benefits Two sided: Good & Bad points
More effective when opposite views are also presented
One-Sided Examples
Arbor Mist
Ad Copy: Introducing Arbor Mist:Great tasting wine with a splash of fruit.Just what you've been looking for.
4. Refutation
Special kind of two-sided message Tell both sides and refute negative
5. Verbal Vs Visual
Effective use of visuals
e.g. FAT to FIT ads of Personal Point etc.
Headline
The headline contains the words in the leading position in the advertisement.
These are the words that will be read first or are positioned with the intent to draw the reader’s most attention.
The headlines are almost invariably set in larger, dark type and generally set apart from body copy to make them prominent.
The fundamental function of the headline is to attract the reader’s attention, get them interested, and lead them in the entire ad message.
One popular technique to capture the attention is to occupy the entire top half of the ad with a headline written in large letters.
Factors to be considered in evaluating an effective headline.
The headline should use short, simple words, usually not exceeding 10.
The headline should include an invitation to the prospect, primary product or service benefits, name of the brand, and an interest provoking idea to induce readership of rest of the advertisement.
The words in the headline should be selective, appealing only to prime prospects.
The headline should include an action verb. The headline should furnish enough information so that the
consumer who reads only the headline learns something about the product / service and its benefits
Types of Headlines
Direct Headlines:-are straight forward and informative in terms of the message they are presenting and the target audience they are directed toward. Common types of direct headlines include those offering a specific benefit, making a promise, or announcing a reason the reader should be interested in the product/service.
Indirect headlines :- are not straightforward about identifying the product or service or getting to the point. But they are often more effective at attracting reader’s attention and interest because they provoke curiosity and lure readers into the body copy to learn an answer or get an explanation. Techniques for writing indirect headlines include using questions,provocations,how-to statements, and challenges.
News/information headline
Announces news or promises information– The head line of Maruthi Alto ad read
“Alto makes it debut outside of Japan for the first time-in India”
Curiosity-invoking and provocative headlines
To stimulate question and thoughts.– Samsung DVD headline read, "Don't Buy DVD”.– To learn more the reader must continue reading the
body copy
Command Headline
Order to do something. Matiz ad headline read, "GET YOURMATIZ
TODAY”
Selective headline
To attract particular group(s) of customers. For example ,ulearntoday.com is aimed at
CBSE,ISC,IIT,and JEE students
Subheads
A sub head is an additional smaller headline that may appear above or below the headline.
When the subhead is above the headline, it is referred as a kicker or overline.
Subheads are usually set smaller than the headline but larger than the body copy, and may appear in bold face or italic type.
Subheads are often used to enhance the readability by highlighting key sales points and support the interest step best.
Body Copy
The main text portion included in the advertisement.
It contains the complete sales story and is the logical continuation of the headline and subheads.
The body copy must be long enough to accommodate the complete message and short enough to retain the reader’s interest.
Types of body copy
Approach Types of Body copy Straight forward It is factual copy, usually written in the words of
an anonymous or unacknowledged source. Narrative This type of copy tells the story in first
person Dialogue The copy lets the reader “listen in “ on a
conversation. Explanation Copy explains how something works. Translation Presents technical information, such as that
written for high technology and medical industries, must be defined and translated
into understandable language.
Slogans and Taglines
A slogan is a very single word or a group of words regularly used by the advertiser to impress upon the readers a basic idea about the product.
It is a clever phrase that serves as a reminder of a brand, company image or theme.
It provides continuity to series of ads in a campaign and also helps creating a positioning statement.
Ex. Nike uses the slogan, "Just do it”
Philips slogan is “Let’s make things better”
To be effective, a slogan should be short,simple,easily remembered, time proof and filled with a pleasing suggestion of the product. To be time proof, a slogan may be alliterative, rhythmic or fantastic.– “Don’t say ink;say Quink”.
The advertiser should remember that the commodity should not be forgotten.
Slogans may be short range or long range.
Taglines
Are used at the end of an ad to summarise the point of an ad message to make it memorable.
“Let us make things better”
A tagline used consistently on all marketing messages becomes a slogan.
Seals, logos and signatures
A seal is awarded when a product meets standards established by a particular agency or institute, such as ISI mark,ISO 9002, or Energy Star etc.These seals provide an independent, valued endorsement to the advertiser’s product.
Logo and signatures are special designs of the advertisers company or the product name.
Logo is distinctive mark that identifies brand or company.
Signature is the name of company or brand written in a distinctive type style. They appear in all company ads, are immediately recognized and give the product individuality at the point of sale such as Apple, Muscleman of MRF.
Illustrations
It consists of photographs, drawings, graphs,charts,paintings and other pictorial devices.
The main idea behind giving illustration is to gain attention, comprehension attitude change and behaviour change. They invite quick understanding of a given idea and convey the themes.
They can tell a story, make a point quickly and clearly and prove a claim.
An illustration, to be effective, should be not only relevant but also be free from technical errors.
If the product is sold in package, the package should be shown in the picture or if it is sold loose, the product may be shown in any one of the various ways.
Demonstration of the product in use may be a popular and efficient way of employing illustration.
Message Appeals
An approach used to attract the attention of consumers to influence their feelings toward the product/ service
It can also be viewed as “something that moves people, speaks to their wants or needs, and excites their interest”
Creative execution style is the way a particular appeal is turned into an advertising message.
Appeals…..
1. Informational / Rational appeal: Consumer utilitarian needs
2. Emotional appeal: Socio/psycho needs
3. Humor appeal: Fun
4. Reminder ads: Show presence
5. Teaser ads: Curiosity
Informational
Feature: focus on dominant traits of product and highly informative
Product Popularity News appeal: All announcements Favorable price appeal: Value for money
Informational /Rational Appeals:-focus on the consumer’s practical, functional, or utilitarian need for the product or service and emphasize features of a product or service and /or the benefits or reasons for owning or using a particular brand.
Rational – based appeals tend to be informative, and advertisers using them generally attempt to convince customers that their product/service has a particular attribute(s) or provides a specific benefit that satisfies their needs.
Their objective is to persuade the target audience to buy the brand because it is the best available or does a better job of meeting consumer’s needs.
Foe ex. the Quaker Oats company uses a rational appeal in noting how fiber from oatmeal may help reduce the risk of heart disease.
Weilbacher identified several types of advertising appeals that fall under the category of rational approaches.
Feature appeal Competitive advantage appeal Favorable price appeal News appeal Product/service popularity appeals.
a.Feature appeal
Focus on the dominant traits of the product or service.
These ads tend to be highly informative and present the customer with a number of important product attributes or features that will lead to favorable attitudes and can be used as the basis for a rational purchase decision.
Technical and high – involvement products often use this advertising approach.
b.Competitive advantage appeal
The advertiser makes either a direct or an indirect comparison to another brand and usually claims superiority on one or more attributes.
c.Favorable price appeal
Makes the price offer the dominant point of the message.
Price appeal advertising is used most often by retailers to announce sales, special offers or low everyday prices.
Price appeals ads are often used by national advertisers during recessionary times.
d.News appeals
News appeals are those in which some type of news or announcement about the product, service or company dominates the ad.
This type of appeal can be used for a new product or service or to inform consumers of significant modifications or improvements.
This appeal works best when a company has important news it wants to communicate to its target market.
e.(Product popularity appeal)
Part of informational appeal showing the popularity of the product. Or service by pointing out the number of consumers who use the brand, the number who have switched to it, the number of experts who recommend it or its leadership position in the market
Emotional Appeals
Focus on consumer’s social/ psychological needs for purchasing a product
1. Personal feelings:Safety,security, love, joy, fear, pleasure etc. AXE
2. Social feelings: Recognition, status, acceptance etc. K Bajaj Endeavor
Emotional
Social feeling
Humor Appeals
Best known Best remembered Set positive mood More used with low involvement products
But…
Distracts from brand and attribute
Reminder ads
Just to show presence in the market– Archies cards– Usual Pepsi ads
Teaser ads
Designed to build curiosity, interest,excitement about a product
Mainly used while introducing new product or name change etc.– New Hero Honda ad or UBI logo change
Advertising Execution
How appeal is presented to consumer Factual message: Industrial products Technical evidence: Colgate Demonstration: HARPIC Comparison: VIM BAR Challenge Testimonial: Own experience BP Animation: Kellog’s, All Out, Pillsbury Personality symbol: Dr. Fixit
Straight Sell or Factual Message
This type of ad relies on a straightforward presentation of information concerning the product/service.
This execution is often used with informational/rational appeals, where the focus of the message is the product or service and its specific attributes and/or benefits.
Common in print ads.
Scientific /Technical evidence
Advertisers often cite technical information, results of scientific or laboratory studies or endorsements by scientific bodies or agreements to support their advertising claims.
Demonstration
Demonstration advertising is designed to illustrate the key advantages of the product/service by showing it in actual use or in some staged situation.
Demonstration executions can be very effective in convincing consumers of a product’s utility or quality and of the benefits of owning or using the brand.
Comparison
The comparison execution approach offers a direct way of communicating a brand’s particular advantage over its competitors or positioning a new or lesser brand with industry leaders.
Testimonials
By way of testimonial, a person praises the product or service on the basis of his/her personal experience with it.
Testimonial executions can have ordinary satisfied customers discuss their own experience with the brand and the benefits of using it.
It must be based on actual use of the product or service to avoid legal problems and the spokes person must be credible.
Animation
With this technique, animated scenes are drawn by artists or created on the computer, and cartoons, puppets, or other types of fictional characteristics may be used.
The use of animation as an execution style nay increase as creative specialists discover the possibilities of computer-generated graphics and other technological innovations.
Dramatization
An execution technique particularly well suited to television.
The focus is on telling a short story, with the product or services as the star
The purpose is to draw the viewer into the action it potrays.
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.
The term is most specifically applied to the design of a newspaper,magazine,outdoor or transit advertisement.
In the creation of television commercials the layout is known as “Story Board”
Functions
Assembling Different Parts. Opportunity of Modification. Specifica
Principles of Layout.
Unity. Balance. Contrast & Emphasis. Eye movement. Proportion