L7 & L8 Designing an Advertisement (Tools and Techniques)

Prof. (Dr.) R. Bakshi
L-7 & L-8
Designing an Advertisement
Message Strategy

Caveat
1. This ppt presentation is intellectual property of Prof. (Dr.) R. Bakshi. It is
created to serve the purpose of classroom teaching - learning aid only. It is
based purely on information available in open sources only.
2. It in no way/s intend/s to criticise / promote / fame / defame or glorify any
person or brands or company/ies or any other/s concerned, on the event of
such being detected it is declared that it is completely unintentional and
apologies is sought in advance for such unintentional events / or
happenings.
3. No part of this ppt presentation can be used for any other purpose/s apart
from classroom teaching and training and it does-not provide or act as
evidence. Adoption of any part of this ppt/ information presented without
written permission from the creator shall not be entertained and such act
shall be considered as violation.
4. Illustrations and screenshots of materials used are property rights of
respective companies as applicable, they are adopted as-it-is available on
their open sources.
© Prof.( Dr.) R. Bakshi- This ppt presentation (or any part) is not be used without written permission. Illustrations and screenshots
are property of companies as applicable.Usage strictly restricted. It is made for classroom teaching and learning purpose

Objectives
 Importance of creativity to advertising,
 Creative process
 Developing a creative brief
 Creative strategy
 Message structure
 Message appeals- rational, emotional, scarce
 Message source-credibility, attractiveness, power, execution
frameworks
 Creative tactics: for print and electronic media –
 copywriting, body copy, headlines, layout, visuals, slogans,
logos, signatures, storyboards

“Why shall people show interest in you, if you do
not show interest in them?”
Dale Carnegie

“ When I write an advertisement, I don’t want you
to tell me that you find it creative. I want you find
it so interesting that you buy the product”
David Ogilvy

What is Creativity?
To create means to originate or conceive a thing or
idea that did not exist before.
Creativity involves combining two or more
previously unconnected objects or ideas into
something new.
The creative process is a systematic procedure that
can be learned and used to generate original ideas.

A creative concept
 This could be performance
 This could be a statement
 A picture
 A dramatic experience
Actually a creative concept is an advertisement
idea that allows the product benefits This is either
inherited or imported dramatized for the
consumer in an unique persuasive, compelling
and a memorable way

Where there is
something to say
Where there is nothing
to Say
 Look beyond the
product use
Showmanship
 Make the product
Hero
E.g. Shampoo, Petrol,
Cosmetics
Types of Advertisement
© Prof.( Dr.) R. Bakshi- This ppt presentation (or any part) is not be used without written permission. Illustrations and
screenshots are property of companies as applicable.Usage strictly restricted. It is made for classroom teaching and learning
purpose

Different dimensions
 Originality
 Flexibility
 Elaboration
 Synthesis.
 Artistic value

Advertising Message Structure
 Message if the material of an advertising
or commercial that attempts to convey what
the advertiser intends through words and/or
pictures.
 Appeal – is the motive to which an advertisement is
directed; it is designed to stir a person toward a goal
the advertiser has set. This refers to the underlying
idea that captures the attention of
a message receiver.

Informational/Rational
Appeals
Emotional Appeals
 Focuses on the
consumer’s practical,
functional, or utilitarian
need for the product or
service
 Emphasizes the features
or benefits
 Messages emphasize facts
and logic
 Relate to consumers’
social and/or
psychological needs for
purchasing a product or
service
 Many advertisers believe
consumers’ emotions
work better at selling
brands that do not differ
markedly from competing
brands
Types of Advertising Appeals
purpose

Rational Motives
 Feature appeals
 Focus on the dominant traits of the
product
 Competitive appeals
 Makes comparisons to other brands
 Favorable price appeals
 Makes price offer the dominant point
 News appeals
 News or announcement about the
product
 Product/service popularity appeals
 Stresses the brand’s popularity
• Comfort
• Convenience
• Economy
• Health
• Quality
• Dependability
• Durability
• Performance
• Efficiency
Rational Message Appeal
Types
purpose

Personal States or
Feelings
Social-Based Feelings
• Achievement / Accomplishment
• Actualization
• Affection / Love
• Ambition
• Arousal / stimulation
• Comfort / Pleasure
• Excitement
• Fear
• Happiness / Sorrow/grief
• Joy
• Nostalgia
• Pride / Self-esteem
• Safety
• Security
• Sex
• Sentiment
• Acceptance
• Approval
• Affiliation / belonging
• Embarrassment
• Involvement
• Recognition
• Rejection
• Respect
• Status
• Sophistication
Emotional Appeals
purpose

Other Types of Appeals
• Reminder Advertising – the objective is to build and/or
maintain awareness and keep the name of the company
and/or brand in front of the customer.
Often used by well known brands and market leaders that are well-
established in the market.
• Teaser advertising – goal is to create curiosity, interest,
and/or excitement about a product, brand or topic by
mentioning it but not actually showing it.
Often used for new products/models and for movies.

Creative execution: The way an advertising appeal is
presented.
purpose
• Straight-sell or factual
message
• Science / technical
evidence
• Demonstration
• Comparison
• Slice of life
• Testimonial
• Animation
• Personality Symbol
• Fantasy
• Dramatization
• Humor
• Combinations
Advertising Execution Techniques

Context of Message Strategy
Objectives Methods
Message
Strategy
Advertising Strategy
(Planning, Preparation,
Placement)

To Begin With
KISS
(Keep It Straight and Simple)

Importance of creativity to advertising
Creativity simplifies as well as improves an idea, and makes
it interesting and attractive. Creativity and Innovation are
about finding unexpected solutions to obvious problems.
What is innovation to industry, creativity is to advertising.
 Creativity makes that distinction
 “Har Ghar kuch kehta hai”
 “La.. la la la laa” of Liril.
 Creativity is the identity
 Creativity is the essence

Developing a Creative Brief
 Background
 Strategy
 Task
 Positioning
 Client’s Objectives
 Target
 Their current thoughts/feelings
 What do we want them to think/feel
 What do we want them to do
 Proposition
 Belief in proposition
 How we speak to them

Summary of the Creative Brief
1. What is the opportunity / problem which must be
addressed? – A brief summary of why advertising is
needed. Refer summary of brands strategy; do not refer to
statistics.
2. What do we want the people to do as a result of the
advertising? – Refer to the scale of advertising effect Do
not confuse with the key response
3. Whom are we talking to? – Refer to the target groups in
real evocative terms.
4. What is the key response we want? – Refer “Stimulus and
Response” What single thin we want the people to feel,
believe, notice… that will best distinguish our brands? It’s
not what you put in it’s what people take out

Summary of the Creative Brief (Contd.)
5. What attribute / information might help produce this
response? – A key functional or physical attribute, or an
emotional need which the brand fulfills. Not a list. It must
relate directly to th response
6. What aspect of the brand personality must the advertising
express? – Consider the essence of the brand in a single
sentence. Refer “Brand Personality” and “Brand Audit”
7. Are there any media or budget considerations? Physical
constraint in size, duration? Promotion Budget? Media
restrictions or imperatives?
This could be helpful: Additional information that effect the
creative thinking. Corporate likes / dislikes. Public Relations.
Legal Bars

Advertising Creativity
Determining what the advertising
message will say or communicate
Creative
Strategy
Creative
Tactics
Determining how the message
strategy will be executed

Ways of Advertising execution
 Factual message
 Scientific
 Demonstration
 Comparison
 Testimonial
 Slice of Life
 Animation
 Personality Symbol
 Imagery
 Dramatization
 Humor
 Combinations

The Power Idea
Describable in a
simple word or
phrase
Likely to attract
the prospect’s
attention
Lets prospects
vividly
experience the
goods
Revolves around
the clinching
benefit
Allows you to brand the
advertising

Creative Personnel Characteristics
Abstract
Less
structured
Less
organized
Unconventional
Intuitive

Source of Stimulating Ideas
 Read the editorial, content, of both newspaper and
magazines
 Talk to the experts
 Watch commercials, Movies
 Look at National and Foreign News Papers
 Study the advertisements of the competitors
 Listen to music
 Understand the target customer profile
 Know their lifestyle
 Know the product details

Young’s Creative Process
Get raw material and data, and
immerse yourself in the problem
Immersion
Take the information, work it over,
wrestle with it in your mind
Digestion
Turn the information over to the
subconscious to do the work
Incubation
“Eureka! I have it!” phenomenonIllumination
Study the idea, evaluate it, reshape it
for practical usefulness
Verification

Wallas’ Creative Process Model
Incubation
Setting
Problem
Aside
Preparation
Gathering
Information
Verification
Refining
the idea
Illumination
Seeing the
Solution
The
Creative
Process

Getting Creative Input
Read anything
related to the
product or
market!
Listen to what
people are talking
about!
Use the product
to become
familiar
with it!
Ask everyone
involved for
information!
Work in and
learn about the
client’s business!
Conduct studies
of product,
service, audience!

Input Verification and Revision
Evaluate ideas
Reject the inappropriate
Refine the remaining
Give ideas final expression
Objective
Directed focus groups
Message communication studies
Portfolio tests
Viewer reaction profiles
Techniques

Developing a Creative Strategy
Target
audience
identity
Creative Strategy
Basic
problem,
issue,
opportunity
Major selling
idea or
key
benefit
Any
supportive
information

Case “Dalda” Re-launch

Case - Ariel (Agency – Madison)

Copy Platform Outline
 Basic problem or issue the advertising must
address
 Advertising and communications objectives
 Target audience
 Major selling idea or key benefits
to communicate
 Creative strategy statement
 Supporting information and requirements

Copywriting
Copywriting is the process of writing
advertising promotional materials.
Copywriters are responsible for the
text on brochures, billboards,
websites, emails, advertisements,
catalogs, and more.
The text is known as “copy.”
Copy is everywhere — it's part of a
industry worldwide.

Approaches suggested by David Ogilvy
 Pointed its importance brand image for similar
competing brands.
 Prescribed eleven commandments for advertising
campaigns:
1. What is say is more important than how you say it.
2. Unless your campaign is built around a great idea, it will flop.
3. Give the facts. The consumer isn’t a moron; she is your wife.
4. You cannot bore people into buying.
5. Be well mannered, but don’t clown.
6. Make your advertising contemporary.
7. Committees can criticise advertisements, but they cannot write
them.
8. If you are lucky enough to write a good ad, repeat it until it stops
pulling.
9. Never write an advertisement which you wouldn’t want your
family to read.
10. The image and the brand: it is the total personality of a brand
rather than any trivial product difference, which decides its
ultimate position in the market.
11. Don’t be a copycat.

Approaches Suggested by Bill Bernbach
 Bill Bernbach said that ad execution can be
as important as what you say.
 He emphasised the ad execution elements.
 His ads communicated a feeling that the
consumer is bright enough to understand.
 The message approach was clean and direct.
 He believed that one should be as simple, as
swift and as penetrating as possible to stand
out from other ads.
 He also frequently used humour in
advertising successfully.

Approaches Suggested By Leo Burnett
 Leo Burnett’s approach focuses on finding out the
product characteristic that made the manufacturer
make it and the product benefit that motivates the
consumer to purchase it.
 His emphasis was on communicating the consumer
benefits.
 His ads reflected the ‘common touch’ by using plain
ordinary people; contrasted with that of Ogilvy who
used prestigious personalities as endorsers.

Ad Structure
Promise of benefit (Headline)
Spelling out of promise (subheadline)
Amplification of story
Proof of claim
Action to take

Model of Marketing Information Flow
Knowledge
of vital
marketing
information
Client gatekeepers
(Brand manager)
Internal client
decision
to share
information
with agency
Agency gatekeeper
(Account manager)
Agency gatekeeper
decision on sharing
client info with staff
Creative staff
Art is created
Client/agency
communication
Internal agency
communication

Search for a Major Selling Idea
Positioning the
Brand
Use a Unique
Selling Position
Create the Brand
Image
Positioning
Seeking the
Major Idea

Approaches Suggested By Rosser Reeves
 Reeves developed the concept of Unique Selling
Proposition (USP).
 His approach was directed at creating sales rather
than aesthetic appeal.
 He proposed that each product must develop its own
USP, which should dominate the ad and emphasised
in repetitions.
 Another consideration was that the USP must offer
‘sustainable competitive advantage’, that cannot be
copied easily.

The Unique Selling Proposition (USP)
Buy this
product/service
and you get this
benefit or
reward
Must be unique
to this brand or
claim; something
rivals can't or
don't offer
UniqueBenefit
Unique Selling
Proposition
Promise must
be strong
enough or
attractive
enough to move
people
Potent

Salt and Neem
 Good for Gums and Teeth
 Fights Germs
 Natural and Herbal
 Goodness of Neem.
Applications of the “USP”

Perspectives of Great Ad Men on the “Big Idea”
Brand image or personality is
particularly important when
brands are similar
“Every ad must contribute to
the complex symbol that is the
brand image.”
David Ogilvy
Find the inherent drama or
characteristic of the product
that makes consumers buy it
“(Inherent drama) is often hard
to find but it is always there, and
once found it is the most
interesting and believable of all
advertising appeals.”
Leo Burnett

Message Formats
 Factual / News (E.g. De Beers
Diamonds)
 Comparison (E. g. Pepsodent)
 Demonstration
 Usage (E. g. Kissan Jam)
 Before and after (E. g. Fair and
Lovely Anti Marks)
 Problem and Solution (E. g.
Dabur Vatika )
 Slice of Life (E. g. Complan
Mother)
 Drama (E. g. National No Passina
Commission)
 Teaser (E. g.Frooti Digen Verma)
 Spokesperson (E.g. Saffola
Gold Sanjiv Kapoor)
 Personality Symbol (E. g.
Pillsbury Droughboy)
 Short incidents (Vignette) (E. g.
Kodak Moments)
 Testimonials (E. g. Vim
Washing Challange)
 Lifestyle (E. g. Ever Youth
Wash )
 Image (E. g. Hero Honda )
 Scientific evidences (E. g. TVS
Bikes )
 Musical (E.g. Nirma)

Tips for writing a print advertisement
 Be a consistent learner
 Indulge in the product
 Understand the audience
 Brainstorm
 Know rules before
breaking them
 Base creativity on strategy
 Learn to work without the
USP
 Arouse the audience
interest
 Break free from
stereotypes
 Don’t overpromise
 Reinforce your identity
 Emphasis on the benefits
and not on features
 Use numbers with caution
 Keep it straight and
simple
 Keep the communication
current
 Stay away form the
obvious

Creative Tactics: Print Advertising
Headline
 Words in the leading position of the ad. Attract readers’
attention/interest and encourage them to read the rest of the ad
 Direct Headlines – straightforward and informative about the product or
service
 Indirect Headlines – provoke curiosity or interest by use of questions,
provocations, challenges, how-to
Subheads
 Smaller than the main headline, larger than the copy. Used to break
up large amounts of copy and highlight key sales points
Body copy
 The main text portion of a print ad, used to present the relevant
information. Content depends on appeal and execution style

Creative Tactics: Print Ad Components
Visual Elements
 Must attract attention
 Communicate idea or image
 Work in synergistic fashion with headline and copy
 Illustrations such as drawings or photos
 Identification marks such as trademarks, logos, brand name
Layout or Format
 The physical arrangement of the various elements of a print ad
including headline, subheads, body copy, illustrations, and
identifying marks
 Decisions include size, color, white space

Headline
The headline is the most important part of a print advertisement
 If the headline does not excite, the rest of the ad will go unread.
 Get attention by telling them what they want to know immediately. Use a
benefit in the headline.
No formula can be given for writing a good headline, however, several factors
should be considered in evaluating an effective headline
 It should be short, simple words, usually no more than ten.
 It should include an invitation to the prospect, primary product benefits,
name of the brand, and an interest-provoking idea to gain readership of
the rest of the ad.
 The words should be selective, appealing only to prime prospects.
 It should contain an action verb.
 It should give enough information so that the consumer who reads only
the headline learns something about the product and its benefit.

Elements of a Print ad
Headline
Visual
Body Copy
Identification Marks

Print Advertising Layout
A masterplan or blueprint of a printed
or published work that lays out the
arrangement of it different graphic
elements (viz. body copy, headline,
colours, illustration scale)
• Size
• Expressed in columns, column inches or
portions of a page
• Color
• Black & white or two-, three-, or four-
color printing
• White Space
• Marginal and intermediate space on the
page that remains unprinted

Categories of Headlines
Presents a
new benefit
Promises an
existing benefit
Invokes curiosity
Emphasizes
selectivity
1. Mention problems and solutions for people who use the product often.
2. Consumers are more interested in specific, not general headlines.
3. Say something important to the reader.
4. Simple is better, but it can be more than one sentence.

Slogan
1. Originally derived from the Gaelic “slugh gairm”, meaning
“battle cry,” the word slogan has an appropriate background.
2. A slogan sums up the theme for a product’s benefits to deliver an
easily remembered message in a few words.
3. Slogans communicate the essence of the product’s position.
4. When combined with a catchy tune, a jingle is formed.
Elements of a Good Slogan.
1. Slogans differ from most other forms of writing because it is designed to be
remembered.
2. Slogans are repeated to impress a brand and its message on the consumer.
3. The best slogans are short, clear, and easy to remember
Amul: “the taste of India”
Ceat: “born tough”
Horlicks: “taller stronger sharper”

Institutional slogans Hard-sell slogans
purpose
 Bank of India
“Relationships beyond
Banking”
 Life Insurance
Corporation of India
“Yogatsevam
Behamyam”
 Nike “Just Do It”
 KFC: “Its Finger Liking
Good.”
 Avis : “We Try
Harder.”
 Close-up: “Kya App
Close-up Karte Hain?”
Slogans

Rules for Creating a Radio Advertisement
 Get the attention of the audience quickly
 Register The Brand name in the audience fast
 Offer your appeal in simple terms clearly
 Keep a friendly tone
 Radio can be made to be participatory through the
Telephone

Do’s and Don’ts for Radio
Do’s
1. Write for the audiences
Ear
2. Capture the listeners
imagination
3. Stick to a strong idea
4. Set mood for the
product usage
Don’ts
1. Do not make the work
complicated
2. Don’t use too much
jargons

Suggestions of creating a T.V. Advertisement
1. Identify the brand
2. Show the package
3. Food in motion (Food food products)
4. Close Ups
5. Open with the fire
6. Sound effects
7. Voice over the camera
8. Show the product usage

Don’ts of T.V. Advertisements
 Don’t hang in a wrong idea
 Never make the mistake that you are the sole creator
of the commercial

Storyboard (TV) - Dakin Air Conditioners

Evaluation and Approval of Creative Work
Guidelines for Evaluating Creative Output
• Consistent with brand’s marketing objectives?
• Consistent with brand’s advertising objectives?
• Consistent with creative strategy, objectives?
• Does it communicate what it’s suppose to?
• Approach appropriate to target audience?
• Communicate clear, convincing message?
• Does execution overwhelm the message?
• Appropriate to the media environment?
• Is the advertisement truthful and tasteful?

Case Prestige TTK Group
 Where are we?: Established in the late 50’s, TTK Prestige Ltd., pioneered
the pressure-cooking concept in India. Subsequent innovations and
introductions like the revolutionary GRS (Gasket Release System) have
established the brand as the leader for over three decades. Over time,
enthused by the growth of the category, many players entered the fray.
With no new developments in the category, a whole lot of local clones made
their appearance.
The last few years saw marginal growth in the category placing immense
pressure on market shares. TTK Prestige therefore decided to enter newer
categories, retaining their focus on the kitchen. This would enable them to
expand both depth of usage as also newer consumers. In turn, it would
propel future growth. Even as it started to offer other products like gas
stoves, non-stick cookware and knives, consumers continued to see it as a
‘Pressure Cooker’ Company. Consumers were transacting with a host of
new brands, which had virtually invaded their life, in the kitchen and
outside the kitchen as well. With a whole lot of new kitchen aids, objects for
the home were beginning to look smarter.

Case: Consumer Insight:
The woman of today makes her own decisions,
unlike the woman of yesteryears. She looks for
smarter products because she sees them as a
reflection of her personality

Marketing objective
 To be the No 1 kitchen small appliance brand in
India.
 Gain significant market share in each product
group, to be within the top 3 brands.
 To create a clear, positive shift in imagery from being
known merely as a pressure cooker company to
being a complete kitchen appliance brand.

Key issues facing the brand
Consumer decision-making had become product-
based. The product was considered and bought as
commodity. The category was taken for granted.
While the equity of the brand was derived from the
Pressure Cooker, the brand was seen as old-
fashioned, with no newness to the products, either in
feature or form. This was in contrast to today’s smart
looking kitchens. The consumer’s awareness of other
products in the range was low. The brand was not
seen or actively felt, due to a lack of communication.

Brand strategy
 Drive the new smart kitchen with the brand
Prestige:
 Through a host of ‘new’ products. These new products have to
be anchored in today’s technology
 Cookers would still drive the core of the brand: making it
essential to have a superior cooker, in form and function.
 Drive the change in imagery through new aggressive
communication for these new ‘smart’ products.
 Appropriate the high ground of a complete kitchen
appliance brand.

Task on hand
 Launch the new products in different categories.
 Establish the new Prestige as the complete kitchen
brand.
 Transport the current brand equity of trust and
reliability to the complete new kitchen appliances
range.
 Create a positive and modern imagery.

Target audience and Insights
Housewives in the age group 25 – 44 years in SEC AB households residing in
metros and mini metros.
Insights
The core Prestige consumer saying ‘How I wish my Prestige would change
and give me new things’.
Today’s woman is different. She has changed from:
1. Living with her man’s decisions to taking her own decisions.
2. From a mere user of products to a buyer of products.
3. Being conservative to being modern even while retaining her
traditional linkages.
4. Believing that the kitchen is a forgettable corner to the kitchen is an
extension of her ‘Smart’ personality.
 In her mind, Prestige remains where it was years ago. Therefore, the need
to move away from the existing tagline ‘Jo biwi se kare pyar, woh Prestige
se kaise kare inkar?’ The new thought needs to reflect her changed status.
 Her key concern: How to make the kitchen look smarter?

Before After
Targeted Destination
1. Recognise a problem in the
kitchen.
2. Recognise that a kitchen appliance
could solve the
3. problem.
4. Recognise that brand Prestige
could have a smart
5. product to solve the problem.
6. Search for that smart product from
Prestige.
7. Pick up a product from the
Prestige range.
1. Recognise a problem in the
kitchen.
2. Recognise that a kitchen
appliance could solve
3. the problem.
4. Identifying a product that
caters to/solves the need
5. and works efficiently.
6. Search for the product/ label.
7. Pick up a product/label
influenced by current
8. salience.
purpose

Communication and creative strategy
 To drive the brand through individual creative
units for different new products, helping position
Prestige as ‘smart’.
 To communicate the differentiated lead product.
By establishing product features through
demonstrations.
 To highlight the underlying link across the
brand’s offerings: Prestige: kitchen products for
today’s smart woman; summed up creatively as:
Prestige: Are you ready for a smarter
kitchen?
 To ensure a stylish and sleek execution to make
the brand modern and aspirational.

Thank You

L7 & L8 Designing an Advertisement (Tools and Techniques)

Empfohlen

Empfohlen

Weitere ähnliche Inhalte

Was ist angesagt?

Was ist angesagt? (8)

Ähnlich wie L7 & L8 Designing an Advertisement (Tools and Techniques)

Ähnlich wie L7 & L8 Designing an Advertisement (Tools and Techniques) (20)

Kürzlich hochgeladen

Kürzlich hochgeladen (20)

L7 & L8 Designing an Advertisement (Tools and Techniques)