Creating advertising programe message, headlines, copy, logo

GuideDr. Jay badiyani PresentersAmit Vaja, Rimpal Majithiya

Advertising
Advertising is a non-personal form of promotion that is delivered through selected media outlets that, under most circumstances, require the marketer to pay for message placement. Advertising has long been viewed as a method of mass promotion in that a single message can reach a large number of people. But, this mass promotion approach presents problems since many exposed to an advertising message may not be within the marketers target market, and thus, may be an inefficient use of promotional funds. However, this is changing as new advertising technologies and the emergence of new media outlets offer more options for targeted advertising.

The 5 M's of advertising

Mission Money Message Media Measurement

Creating advertising programme

With the competitive nature of todays marketplace, it has become common for a company to make use of advertising to distinguish its products from those of its competitors, and to increase the product's exposure to a wider consumer base

Here are some tips on how to create an advertising program

Develop a detailed marketing plan or have one developed for you. Make your advertising decisions based upon research and a formal marketing plan. Plan your advertising calendar several months in advance

Test your copy and your ads

Hire professionals to handle your advertising.

Cont..
Learn how to develop and use creative briefs when dealing with agencies. Save copies of all of your ads, press releases, and printed collateral. Make sure to provide as much information as possible to your agency. Make sure that your advertising message focuses on what is important for your audience and not what is important to you. Avoid misleading or dishonest copy in hopes of converting duped readers into using your products or services. Avoid using committees to approve your advertising.

Creating advertising message

The communication process in the Promotion Decision tutorial, effective communication requires the message source to create (encoding) a message that can be interpreted (decoding) by the intended message receiver

Cont..
When creating an advertising message the marketer must consider such issues. General Message Factors Message Structure Message Testing

Creating headlines
Headlines are what motivate a reader to look at the rest of the copy. Thus, headlines demand more attention and more energy than other forms of print copy.

10 Ways to Make Headlines

Get your story straight Perfect your pitch Tailor for every outlet Prepare assets in advance Issue press releases and media advisories

Cont
Follow up on correspondence Don't carpet-bomb reporters Keep your promises Stress relationship building Establish a winning track record

Creating copy
Words on a computer screen that create income - a dream for many of us, but a dream that so few achieve. Looking back 100 years ago at some of our predecessor's form of marketing, We can only smile at how simple it was to create effective sales pitches back then. It usually consisted of "Use Brand X" or "Eat Brand Y", there was a happy person illustrated and that was about the extent of the marketing copy

HOW TO CREATE SUCCESSFUL ADVERTISING COPY

Define the goal of your message Know your audience and what they want Appeal to their self-interest, not yours Make an emotional appeal, not a logical one

Creating logo
A logo is a first impression. Before a customer knows anything about what you do or sell, theyll view your identity with two choices: Keep reading, or click away. On the web, that choice is made in milliseconds.

12 Rules for Creating a Great Logo Design

Do not use more than three colors Get rid of everything that is not absolutely necessary Type must be easy enough for your grandma to read. The logo must be recognizable Create a unique shape or layout for the logo Completely ignore what your parents and/or spouse think about the design

Cont
Confirm that the logo looks appealing to more than just three (3) individuals. Do not combine elements from popular logos and claim it as original work. Do not use clipart under any circumstances. The logo should look good in black and white Make sure that the logo is recognizable when inverted. Make sure that the logo is recognizable when resized.

Bibilography
Advertising Management, Vol. 5, Batra R., Myers J. G., Aaker D. A

Thank You