CREATIVITY IN PRINT MEDIA

INAMULLAH KHAN, IRSHAD JILANEE,

SYED ASHER ALI
KEY FINDINGS
 Print advertising in ‘Airlines’ category

53%, TV advertising by 2% in 2005

cLUTTER makes LITTER
 “Print media has outpaced TV in
advertising”: Adex study
 “For the first time, the growth rate of the
print medium's ad pie has surpassed that
of television”: India Times
WHAT IS CREATIVITY
 CREATIVITY IS…
The ability to generate
fresh, unique and
distinct ideas to sell the
product
Creative Concept
A big original idea that
supports the ad
strategy and
dramatizes the selling
point
WHY CREATIVITY?
 Often central to success of a product
 Helps to differentiate products.
 Should complement the objectives set
by the company but not overwhelm
the message.
ROI MODEL
 Relevance:
Right message to the right person at
the right time
 Originality:
One of a kind – never thought of
before – fresh – unexpected –
unusual
 Impact:
The effect that a message has on an
audience
ADVERTISING: THREE POWERS
 Stopping Power (Attention)

 Pulling Power (Interest & Relevance)

 Locking power (Memorablility)

STAGES OF CREATIVE PROCESS

Ideation

Immersion Brain fog

Illumination Incubation
STAGES DEFINED
 Immersion
Read, Research and learn everything you can about the
Problem.
 Ideation
Look at the problem from every Angle; develop ideas,
generate As many alternatives as possible.
 Brain-fog
You may hit a blank wall and want to give up.
 Incubation
Try to put your conscious mind to rest To let your
subconscious take over.
 Illumination
Unexpected moment when the idea comes, often at the
least expected time.
PRINT MEDIA AND ITS IMPORTANCE
COMPONENTS OF PRINT MEDIA
 Newspapers
 Magazines
 Yellow Pages
 Bargain Shopping Tabloids
 Flyers, Brochures etc.
NEWSPAPERS
 Wide coverage
 Work best for price-conscious bargain
hunters
 Flexibility in terms of color, size etc.
 Less clutter than TV
 Cost-effective
MAGAZINES
 Psychological environment is perfect.
 Equal impact on long and short
product purchase cycles
 Long life span
 Easy sales promotion through
samples, pop-ups etc.
 Better target marketing
 Audience receptivity
YELLOW PAGES
 Reach customers currently,
consciously in the market for specific
services without a specific provider
 Best for services with a long product-
purchase cycle
 Better for quickest possible, low-price
credibility, and trustworthy expert
BARGAIN SHOPPER TABLOIDS
 Target the low-income, bargain-
hunting crowd.
 Printed for the desperate seeking the
desperate.
ELEMENTS OF PRINT AD
LAYOUT OPTIONS
 Picture
 All Art (Visual)
 Panel or Grid
 Dominant Type or All Copy (Text only)
SPECIFICATIONS
 LOW INVOLVEMENT (FMCG)
 Visual 75%
 Copy 25%

 HIGH INVOLVEMENT (DURABLES)

 Visual 50%
 Copy 50%
COMPONENTS OF AD
 Visuals
 Color
 Copy
VISUALS
 Why use visuals?
 Audience is unfamiliar with the subject.
 Information is clogged with number or
detailed information.
 Deal with abstract processes.

 Most humans absorb more than 80

percent of what they learn through
the sense of sight…
ELEMENTS OF VISUALS
 Props
 Media graphics
 Location
 Models
 Sets
 Production techniques
COLOR
 Convey a mood
 Important part of brand image
 Blue & green ~ cool, reflective,
intellectual (Standard Chartered,
Intel, IBM, Nestle, Samsung)
 Yellow & red ~ warmth, attention
getting power (Supreme, Jazz)
 Black ~ power, elegance
WRITE-UP
 Most informative communication tool in
durables
 Clarifies the message
 Extra ad abstract qualities highlighted
 Linguistic manipulation can be used in
surrogate advertising
 Slogans help lock in key phrases for better
brand recall
“Mein kuch na kahoon aur ye chahoon ke meri baat,
Khushboo ki tarha ur kar tere dil mein utrey”
GUIDELINES TO MAKE AD
EFFECTIVE
FIVE CREATIVE FEATURES-BURNETT
 Single Minded Focus
 Concept consumers can relate to
 Distinctiveness
 Total communication
 Addressing objectives
UNILEVER’S ABC
 A: Attention

 B: Branding

 C: Communication

 D: Distinctiveness

 E: Engagement
BBC FILM (3 POINTS)
 Conduct a survey and find a slice of
life in the target market

 Transforming that Slice of life into an

image

 Using a Celebrity in the ad

APPEALS AS TOOLS OF CREATIVITY
ADVERTISING APPEALS
Basis or approach used in the
advertisement to elicit some
consumer response or to influence
their feelings toward the product,
service, or cause.
COMMON USED APPEALS
 Humor appeal
 Sex appeal
 Fear appeal
 Slice of life
CREATIVE STRATEGIES
CREATIVE MESSAGE STRATEGIES
 USP
 Brand Image
 Positioning
 Resonance
 Anomalous / Affective
PRINT STRATEGY
Principle
 When in doubt – delete.

Message Strategy
 Use Headlines.
 Pay particular attention to the layout.
 Make use of design principles.
i. Gutenber Diagonal.
ii. Use Contrast.
iii. Optical Center.
iv. Color.
v. Illustrations vs. Photos
CREATIVITY VS. EFFECTIVENESS
EFFECTIVENESS DEFINED
 Effectiveness has been Defined and
Measured In a number of ways:
 Sales at Market Place
 Getting the Desired Message across to
the Target Audience

 The Extent to Which the Ad Helps

achieve the Desired Objectives and
targets of the Advertiser.
HIERARCHY OF IMPORTANCE
 Effective and Creative
 Effective without being Creative is
Still Useful
 An Ad that is Creative yet Ineffective
is of Little use
A CREATIVE AND EFFECTIVE AD
 Has a two way effect
 Appeals to the target audience
 Positions the product effectively
 Makes use of various theories
EFFECTIVE, BUT NOT CREATIVE AD
 It is Cost Effective.
 It Gets the Message Across Effectively
 Influences the Target Market
 Makes use of Good Visuals
VAMPIRE CREATIVITY
 Takes a lot of effort and money
 Does not get the Message Across
 Fails to Appeal to the Audience
Preference
 Fails to Position the Product
effectively
IS CREATIVITY EVERYTHING?
Remember That Advertising is Only The
Tip of the Iceberg.

It Does not Matter how Good Your Ad is

if it is not Backed by a Developed
Marketing Network.

You can Sell People What They do not

Need, but you Cannot Sell Them What
They Don’t Like
 "A great ad campaign will make a bad
product fail faster. It will get more
people to know it's bad."
 - William Bernbach

 "We want consumers to say, 'That's a

hell of a product' instead of, 'That's a
hell of an ad.'"
 - Leo Burnett
CREATIVE TEAM
 Inamullah Khan

 Irshad Jilanee

 Syed Asher Ali