Advertising, Sales Promotion and Distribution

1. Advertising

Changing concept, role of advertising in a developing economy, a critical appraisal, types of

advertisement consumer, industrial, institutional, retail, trade and professional, advertisement
in marketing mix.

2. Organizing for Advertising

Advertising department and advertisement manager, objectives and functions - Role of

advertisement agencies functioning of advertisement agencies. Advertising agency skills and
service, client agency relationship.

3. Advertisement budgets

Types, determining optimal expenditure, decision models, sales response and decay,
communication, state, competitive share.

4. Ad media

Characteristics, media selection, optimizing and non optimizing approaches, media

scheduling, media research- Sources of themes: Adapting presentation to medium campaign,
USP, brand image, positioning, purchase proposition and creative interpretation, insertions,
contract.

5. Advertisement

Visual layout, art work, production traffic copy, effective use of words, devices to get greater
readership interrelation.

6. Advertisement effectiveness

Pre-testing, post testing, experimental designs.

7. Sales Promotion

Definition, role, types, consumer sales promotion, dealer display contests, discounts, bonus
offers, retail merchandising techniques. Publicity: Public relations campaign, use of
press, radio and TV, opinion building, customer service and community service.

8. Public Relations, Publicity and corporate advertising

Process of PR, Publicity, power of publicity, control and dissemination of publicity,

advantages and disadvantages.
References

1. Spiro, Stanton & Rich: Management of Sales Force, TMH, 2003.

2. George E Belch and Michael A Belch, Advertising and Promotion, 6th Edition, TMH, 2003.

3. Batra : Advertising Management 5/e Pearson Education, 2003.

4. Jobber: Selling and Sales Management 6/e Pearson Education.

5. Clow : Integrated Advertising, Promotion and Marketing Communications Pearson

Education, 2002.

6. Wells : Advertising :Principles and Practice 6/e Pearson Education

Advertising Design (layout)

Advertising Design - Presentation Transcript

1. Advertising Design How to create a successful add

2. Parts of an Add
o Ads come in all shapes and sizes but they have a common goal -- to
sell a product, a service, a brand. Text, visuals, or a combination of the
two are the main elements of any print ad.
o Artwork Photographs, drawings, and graphic embellishments are a key
visual element of many types of ads. Some ads may have only a single
visual while others might have several pictures. Even text-only ads
might have some graphics in the form of decorative bullets or borders .
When included with visuals the caption is one of the first things most
readers look at after the visual. It's not in all ads.
3. Parts of an add continued
o Titles The main headline may be the strongest element of the ad or it
may be secondary to a strong visual.
o Some ads may have subheads and other title elements as well.
4.
o Body The copy is the main text of the ad. Some ads may take a
minimalist approach, a line or two or a single paragraph. Other ads
may be quite text-heavy with paragraphs of information, possibly
arranged in columns newspaper style. While the words are the most
important part of the copy, visual elements such as indentation, pull-
quotes, bullet lists, and creative kerning and tracking can help to
organize and emphasize the message of the body of the ad.
5.
o Contact The contact or signature of an ad may appear anywhere in the
ad although it is usually near the bottom. It consists of one or more of:
 Logo
 Advertiser Name
  Address
 Phone Number
 Map or Driving Directions
 Web Site Address
o Extras Some print ads may have additional special elements such as
an attached business reply envelope, tear-out portion with a coupon,
tip sheet, product sample.
6. 5 Step Formula Based on Work of David Ogilvy
o When readers look at your ad what do they see first? Research
indicates that readers typically look at:
o Visual
o Caption
o Headline
o Copy
o Signature (Advertisers name, contact information)
o in that order. One method of making sure your ad gets read is to
arrange elements in that order, top to bottom.
o However, your ad should also lead with its strongest element.
Sometimes the visual may be secondary to the headline. In that case
you may decide to put the headline first.
7. The goal of most advertising is to get people to take some type of action.
How elements of an ad are placed on the page can help accomplish that goal.
o Z Layout Mentally impose the letter Z or a backwards S on the page.
Place important items or those you want the reader to see first along
the top of the Z. The eye normally follows the path of the Z, so place
your "call to action" at the end of the Z.
o Single Visual Layout Although it is possible to use multiple illustrations
in a single advertisement, one of the simplest and perhaps most
powerful layouts use one strong visual combined with a strong (usually
short) headline plus additional text.
o Illustrated Layout Use photos or other illustrations in an ad to:
 show the product in use
 show the results of using the product or service
 illustrate complicated concepts or technical issues
 grab attention through humor, size, dramatic content
8. Layout continued
o Top Heavy Layout Lead the reader's eye by placing the image in the
upper half to two-thirds of the space or on the left side of the space,
with a strong headline before or after the visual, and then the
supporting text.
o Upside Down Layout If an ad is well-designed, it will look just as good
upside down. So, turn it upside down, hold it out at arm's length, and
see if the arrangement looks good .
9. Analyzing Layout
o Headline first. When your headline packs a bigger punch or is more
important than the photo, put it up top to grab the reader first.
o Visual next.
o Caption below photo.
o Place main ad copy in two columns.
 o Place your contact information (signature) at the bottom of the second
column in the lower right corner.
10.Side by side layout
11.In Your Ad:
o Visual
o Caption/Slogan
o Company name
o Signature (address etc.)

more
2 years ago