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The second step is deciding the elements of visualization .

Headlines , Sub-heads The body copy The illustration Logo signature Slogan Coupon Seal of approval Border Quality marks etc.

once a visualizer exercise himself mentally and puts his pencil to paper , the shape of Layout begins to emerge.

The ultimate outcome of process of visualization is the

layout. Layout of an advertisement, with all the type elements in place and the artwork accounted for, used to give the client an idea of how the final copy will look

Layout principle
Use of illustration of a product Use an illustration of a product in a setting Use an illustration of a product in use Illustrate the benefits Dramatize the headline Dramatize the evidence Use a comparison Use Pictures Use trade character, Gattu for Asian Paints Use charts and diagram while making rational appeal Use symbol, Merril Lynch uses a bull to show their bullish investment


Ingredients of Good layout

Background (picture, tiles ,blocks, graphics) Border (Heavy, light, plain, etc.) Heading Illustration Caption Coupon Decoration Mascot Logo / Name plate Price Slogan Text Trademark


AD copy and visualisation

AN advertisement copy is all the written and spoken

matter in an advertisement expressed in words or sentences and figures designed to convey the desired message to the target consumer.

The written content of the advertisement is called copy

and visual parts are called illustration

How to write an advertisement copy

Study the target market Study product to be advertised Find USP e.g. DOVE creamy, Pears transparent Matching selling point with a consumer benefit e.g.

creamy dove soap results in soft skin

Elements of AD copy
Headline : bold and conspicuous words in ad copy

conveying a certain message. Subhead : subhead appears before or after the headline or as a part of body copy. Body copy : logical continuation from heading and sub head presented in smaller font. describes the product, features, uses and benefits. Slogans : taglines are standard statement which can be associated with a brand. Complan the complete planned food Logo/address : Visuals

Project R&R (release and restitution of chimpanzee in US Lab)

Illustrations are made by artists by generating pictures, charts, tables, etc. e.g. Absolut Vodka used paintings by artists and the work of fashion designers as illustrations. Hand made paintings Clip Art : Copyright free pictures available on internet. Photographs Computer generated visuals

Types of copy
Scientific copy : technical specification of products

are explained, merits are described in scientific terms e.g. Saffola-low cholesterol edible oil,nutritional products, durables (TV) Descriptive copy : in a non technical manner product attributes are described Narrative Copy : here a fictional story is narrated. Colloquial copy : here informal conversational language is used

Humorous copy Topical copy : Integrated to a recent happening or event

Questioning Copy : several questions are put forward not

to seek answers but to emphasize a certain attribute.

Prestige copy : distinguished and favorable atmosphere is

created for the sale of product

Reason why copy : Explanatory copy where reasons for

purchase are explained.

Reason why copy

What we have to say, how do we say that] the what part is the design of the message and how is development of message. Message spot uniqueness of the AD to win consumer perception.

Following questions give a good insight, regarding message

What is the nature of the product: is generic category?
For whom it is meant : the segment? Consumer benefits Competitors promises Is the product different from other available product? On which occasion will the product be used? What would you like your consumer to perceive this

brand as? What position would it take?

Message objective
Message are to be structured keeping the objective of the communication and audience in view. Passing on information
Create brand awareness Communicating the benefits Induce to purchase

Message structure
Drawing conclusion
Repetition One versus two sided communication

Comparative advertising

AD Format
Animation AD

Slice-of-life Encounter Problem Interaction solution


I t is same as slice. Difference in intensity and story format Advertisers have attempted to quantify and qualify the use of celebrities in their marketing campaigns by evaluating their awareness, appeal, and relevance to a brand's image and the celebrity's influence on consumer buying behavior.



where it is argued that a statement is correct because the statement is made by a person or source that is commonly regarded as authoritative. The most general structure of this argument is. Source A Says P , A is authority so P is true

Ad Through Story



AD Appeal
The message content refers to what the advertiser has

to say to the target audience that will produce the desired response.
We have mentioned that the advertising message

should appeal directly or indirectly.

Types of Appeal
Rational Appeal These appeal are those directed at the thinking process of the audience.

High quality Low price Long life Performance Ease of use Resale value ,

Emotional appeal
Emotional Appeal Which are not preceded by careful analysis of the pros and cons of making a buying. Fear Trust reliability Friendship Happiness Security Anger Personal-care etc. Prestige

Moral Appeal
Moral appeal are those appeal to the audience that

appeal to their sense of right and wrong.

Social cause Adult literacy Anti smuggling Consumer protection Equal right for women Social responsibility

Scarcity appeal
Scarcity appeal are urge consumer to buy a paricular product because of a limitation. limited No. of product product for limited time limited price discount
As there is a limitation the value of the product increases.

Structure of an Advertisement
The promise of a benefit, or he headline The spelling out of the promise, subheads Amplification Proof of the claim Action to take

Selling Proposition(USP)
USP makes the consumer identify the brand with a

particular benefit. USP is the creation of distinct brand position in the mind of customer. Product differentiator becomes the Brand differentiator. Each AD must make a proposition to the customer. The benefits must be conveyed. The competitors should not have made that promise or proposition.

Cultural impact on AD creativity

Ethics Standard or moral values which dictate what is right and what is wrong, or good or bad which are

Culturally based and formed based upon society expectation. Vary by person, and by situation Every one develops their own code of conduct Advertising Ethics Puffery , refers to exaggerated claims of a products superiority Vague statements Deception, is when the consumer is led to belief something which is no true