Advertising

Chapter-3 1st Meeting

Presentation Outline
Advertising Characteristics and elements of advertising Types of advertising The creative process Creative techniques in advertising Message design Advertising Appeals Merits and demerits of TV advertising Stages in Producing TV Advertisement Merits and demerits of Radio advertising Producing Radio Advertisement Merits and demerits of outdoor advertising.

Advertising
Impersonal method of communication. Involves transmitting message to a large number of potential buyers. Aims to create positive impression about a brand, an organization, or an idea in the consumers mind.

Characteristics of advertising
1. 2. 3. Involves costs Impersonal communication Advertising can be in various form Local, national, international & consumer advertising, trade advertising(for intermediaries) etc. Uses various media Promotes goods, services and ideas. Targeted at some actions Objectives may be to informing, persuading etc.

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Elements of Advertising(5Ms)
1. 2. 3. 4. Mission(objective or goal of advertising) Money Message Media(evaluating and selecting appropriate media) 5. Measurement It includes advertising research Research conducted during the advertisement design phase, launch phase, and after the campaign phase.

Types of advertising
1. 2. 3. 4. Print media advertising Radio advertising Television advertising Outdoor advertising

1. Print media advertising

Two most common print media are newspaper and magazines, but print media also includes outdoor billboards, transit posters etc. It can reach large audience, and great number of specialized publications enables business to focus on a target audience. Print media are allowed to advertise mostly anything.

Print media advertisement Newspaper Daily(wide coverage) Weekly Magazine Consumer magazine, trade magazine, especial interest group magazine. Provides higher degree of selectivity and longer life span than newspaper.

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Merits of Print Media Advertising Credibility: Consumers view them as credible sources for information, compared to online media. Tangible and portable: Print media, unlike web, radio or television mediums, is tangible. Longer life: It can be used longer time compared to other media. Effective for local market(target market) Cost effective: compared to visual media.

Demerits of print media advertising Unsuitable for illiterate audience Limited coverage: compared to internet and online media. Sometime costly than other media Less impressive: compared to TV media.

The Creative Process

The creative department develops the presentation of the advertisement. The main professionals in the creative department are-copy writer and art director. The copy writer is the person who writes the ad message. The art director oversees the overall design of the ad.

Creative techniques in advertising

1. Free association It involves starting with a key word. Free association contains-serial association and centered association. Serial association starts with a trigger(a concept). The participants in the creativity exercise provide a flow of ideas that comes their mind. Centered association prompts the participants to generate multiple association to the original trigger so that they come to a logical and useful association. The serial mode is used to travel until a idea of interest is found, and engage the centered mode to delve more deeply around the interesting item.

2. Lateral thinking(non-linear thinking) It moves away from rationality, starts from very wild and silly idea and comes down to the most creative idea through the screening process. 3. Synectics It is based on simple concept for problem solving and creative thinking-idea generation and evaluation. It uses the techniques of drawing analogy. 4. Brainstorming Generating many ideas, none of the ideas are criticized, at the end of the session, ideas that are identical can be combined. Consensus is impotnt

 The main focus of the creative strategy is to design most communicative message and delivering them to the target audience in the most effective way. The effective message has following qualities(4Ps) 1. Personal: The copy writer should design the message in such a way that the target audience would feel that the firm is trying to communicate personally through the advertisement. The phrase just for you should be used instead of for us.

Message Design

2. Powerful
Message should be clear, concise, powerful and striking. It should change consumers unfavorable attitude into favorable attitude. 3.Permanent The message should be innovative and unique so that consumers can remember and recall it with ease. Slogans are very effective. 4. Performance message should be designed to- inform, invite, challenge and lure consumers to purchase the advertised brand.

Advertising Appeals
A. Rational appeals It provides customers with one or several good reasons to buy the product. It focuses on product attribute and functional benefits. I. Feature appeal(focuses on dominant feature of brand) II. Competitive advantage appeal(focuses on direct or indirect comparison of brand to another popular brand available in the market) III.Favorable price appeal(lower price, price discount etc.)

IV. Brand popularity appeal

It focuses the message on the popularity of brand by presenting the number and classes of consumer using the brand. It can be executed by presenting the leadership position of the brand and through expert endorsement. Rational appeals are effective when consumers are willing to pay attention to the advertisement. However, rational appeals have the lowest attraction and retention value.

B. Emotional appeals
An emotional appeal is related to an individuals psychological and social needs for purchasing certain products and services. These appeals are based on various human emotions, some of them are positive(trust, friendship, love, romance, glamour etc) and some other negative(fear, anger, distrust, jealousy etc).

I. Fear appeal Ads sometimes use fear appeals to evoke this emotional response and arouse consumers to take steps to remove the threat. Most of the insurance companies have been found using this style of advertisement. In the ad for steel rods Panchakanya Steel has presented the fear of earthquakes to present the message.

II. Humor appeal Humor causes consumer to watch advertisement, laugh on it, and most important is to remember advertisement and also the product connected with humor.

III. Comfort appeal Product such as cars, homes, furniture, home appliances are advertised under the comfort appeal.

IV. Security appeal Varieties of products such as cosmetic, insurance, banking serving are advertised with security appeal.

IV. Glamour and beauty appeal Celebrities such as film stars, politician, sports persons can be hired to advertise the products. Cosmetics, exercising equipment, diet pills and fashionable product carry this appeal.

C. Sex appeal
Sex appeal is very effective to build brand awareness as it shocks the viewers. I. Overt sex(Overt sex uses models to be involved in a sexual acts up to a permissible) II. Nudity/Partial nudity III.Sexual suggestiveness(It shows partners in a situation that sex is going to happen) IV.Sensuality(uses popular models that are perceived to be sex symbols in the societyJennifer Lopez, Ricky Martin, Rakhi Shawanta, Rekha etc.

Essentials Good Appeal

1. 2. 3. 4. 5. Thematic: should have a message theme Communicative: to the target audience. Interesting: to read, to listen and to watch Believable Complete

TV. Advertising
Most powerful advertising medium in recent times. TV commercials are prepared for both eye and ear of audience. In Nepal, research has shown that people spend three to five hours in front of television. Three types of television broadcasting Satellite based TV(has national and cross national reach) Terrestrial TV(regional reach) Cable TV(local reach)

Merits of TV advertising Mass coverage and reach High attention value High persuasiveness Dramatization Product demonstration

Demerits of TV advertising
High cost Short message life Low selectivity High clutter

Stages in Producing TV Advertisement

1. Script writing: It also describes the atmosphere, role of each model, dramatization and visual and verbal aspect that appear in the advertisement. TV script can be prepared in the following formats: Straight announcement(persons faces the camera makes the announcement) Demonstration(demonstrates product attributes in actual use situation) Dramatization(it dramatizes the situation) Dialogue(two or more people involve in a dialogue situation) Celebrity endorsement(it uses popular celebrity)

2. Story board preparation A story board is the layout of a TV advertisement. It is a series of drawings or photographs of people and situations. It depicts the structure of commercial and presents how the ad will be presented. It includes several frames specifying the time allotted to each frame.

3.Client presentation The complete script and storyboard is presented to the advertiser for approval. The advertiser review the concept, massage theme, script, legal complexity and budget for the production. If satisfied, gives final approval. 4. Audience testing Consumer research is conducted with the help of the ad concept and the story board. 5. Pre-production meeting Final client meeting is held to finalize the production schedule, budget, time frame etc.

6. Shooting At this stage most of the activities are handled by technicians such as art director, film director and camera person. 7. Buying air time Once the TV commercial is ready, it is broadcasted through the TV channel. Company should buy air time from TV station.

Radio Advertising
One of the most effective media in developing countries as it reaches to almost every home. Three type of radio media The short wave frequency based radio(Radio Nepal, has national coverage) Medium wave frequency based radio(has regional coverage) FM station(local coverage)

Merits of radio advertising

Low cost Extensive coverage Suitable for illiterate persons as well. Trust(Radio advertisements reach an audience that trusts the medium for information such as news, weather and sports reports) Attention( Radio can provide a background sound for people who are working, traveling or carrying out chores)

Demerits of radio advertising Lack of visual element Audience fragmentation( due to large radio stations) Low attention value (compared to TV) Limited research data (compared to the TV and newspaper) Clutter

Producing Radio Advertisement

1. Preparing a detailed script. 2. Specifying spoken works, music and sound. 3. Recording.

Outdoor Advertising
Outdoor advertising media reach the target audience in open space. It includes 1. Billboard(hoarding board) 2. Transport advertising(advertising on public transportations) 3. Poster and wall painting 4. Sandwich-man A person wears the advertising boards and moves around town. .

Merits of outdoor advertising Location specific High attention High repetition Demerits of outdoor adverting Short exposure time(passing time can be of few second) Limited use(only purpose is reminding buyer) Local restriction(city strictly regulates)

Ambient advertising
It was started by British media around 1999. It is about placing ads on unusual items or in unusual places the viewers wouldnt normally see. It doesnt have to be placed outside and can be found any where and everywhere. These kinds of ads often make someone think about a certain place or thing differently. It is also known as non traditional and alternative media.

Ambient . A common trend we see in ambient advertising is taking an object and making it in larger or smaller scale. When we see something is either abnormally large or small, we cant help but to stop and gander. Its a great way to raise curiosity and get the person to come and take a closer look.

Reasons for the growth of ambient media A decline in the power of traditional media. Its ability to offer precise audience targeting. Its general versatility.

Copy writing & Layout Design

Copy writing Copy writing is the art of writing selling message. The advertisement copy is the written(print ads) and spoken (broadcast) parts of an advertisement. In print advertisement Advertisement copy includes word message, headlines, slogans, picture, body copy, logo and signature. In radio advertisement It includes spoken words, sounds and music In TV advertisement It includes dialogue, actions, sounds, music and the total atmosphere.

Print Copy Development Process

1. Creative briefs: The creative brief is prepared by advertiser . Objective Target audience Message theme 2. Adcept development: On the basis of creative brief, copy writer and art director come up with several ideas, ideas are jotted down on paper and these ideas are screened. The screened ideas are refined and converted into rough copies. The written ideas together with rough copies are known as adcepts.

3. Thumbnails(brief but comprehensive in expression or sketch) For each adcept, a separate thumbnail is developed. The adcept and thumbnails are presented to the client. The client goes through it approves some for further work. 4. Roughs or visual : The approved thumbnails are then developed into a larger size drawing known as rough or visual in print advertisement. The client needs to approves the rough.

5. Comprehensives
The team prepares more refined advertisement copy known as comprehensives. The photographs and illustrations are posted on the comprehensives. 6. Artwork: The compressive are given to the artist for preparation of final copy. The artist edits and refines the comprehensive with the help of computer and produces the final ad copy. 7. Final copy: The final copy becomes ready for consumer level testing. The most effective copy is then selected and sent to the media for release.

Components of a Print Advertisement copy

Advertisement copy may have six basic elements 1. Headline The advertisements are presented in a big size letters. Headline should be unique, concise(less than five words), crisp(hard) and proactive. Headline theme can be- declarative(Nepals best college), bargain(Now only Rs, 99), curiosity etc. 2. Sub heading Are presented in smaller size font than the headline. Makes the ad interesting to read and also further endorse the headline.

3. Body copy
This is the most descriptive part in an ad copy. It presents description of the product in words and pictures. Body copy can be informative, narrative etc. 4. Illustration Pictorial presentation of a product. It should be simple, interesting, suggestive and relevant etc. 5.Slogan Nike- Just do it, Samsung- technology that works for life etc. 6. Signature(logos, symbols and address that provides visual identity to the company)

Consideration in Copywriting
Product Target audience Message strategy Media Law and norms.

Types of Advertisement Copy

1. Scientific copy Provides the technical specification of the product. The product attributes and benefits are described in scientific terms. Advertisement of computers, electronic devices provide technical specification. 2. Descriptive copy It describes the product attributes and benefits in non-technical language.

3. Narrative copy A story tells how a person faced a problem and how the use of the product solved the problem. 4. Humorous copy 5. Colloquial copy Use common mans dialogue to convey the advertising message. 6.Topical copy Describes the product in relations to some event like world cup football, cricket match etc. 7. Endorsement copy: Celebrities are used in the advertisement.

8. Questioning copy(questions without providing

answer) 9. Prestige copy Few world to create prestige. The ad of jewelry, perfumes and expensive watches. 10. Wordless copy Try to communicate with pictures rather than words

Layout Design
Layout is mainly concerned with the arrangement of the various elements of the ad copy in such a way that each element receives proper emphasis and the advertisement choppy is effective. The copy writer writes the message and the layout artist design the presentation of the advertisement under the supervision of the art director. It is very important in print and display advertisement. It has less important role in designing broadcast advertisement.

Functions of layout
1. Determine proportion(proportion of each elements. The layout artist has to determine the proportion) 2. Unified presentation of message(the headline draws attention, pictures stimulate interest, body text creates desire, and slogans invite action) 3. Make the ad effective.

Principles of a good Layout

1. Law of unity It recommends that all elements of the advertisement should unite as a whole and become one communicative element. 2. Law of variety Can be built through white space, colors and typefaces. 3.Law of rhythm Layout should follow the principle of eye movement. Normally persons eye is customized to move in the shape of Z, S and O.

4.Law of harmony Advertisement shouldn't have unnatural breaks, jerks and contrast. 5. Law of proportion The headlines have few world, sub-headline need font size than the headline 6. Law of scale All elements of the advertisement should have equal visibility factor It can be balanced by color tone. 7. Law of emphasis Can be represented by capital letter, color contrast .

Principles of good layout