Creating or building of advertising programme
The Design and production process of the ad involves a number of activities including writing copy, developing illustration or other visual elements to be included in the ad and bringing all pieces together to create an effective ad message Creative advertising is advertising that sells. It's not necessarily clever, witty or memorable. It's advertising that simply works.
The key format elements in print advertising are - headline, body copy, logo, illustration, appeal, Layout.
Headline
The headlines are the words in the leading position in the advertisement. These are the words that will be read first or are positioned with the intent to draw the reader immediate attention. The headlines are almost invariably set in the large, dark type and generally set apart from the body copy to make them prominent. There is no formula that can be recommended for writing a good headline. A number of factors need to be considered for writing an effective headline.
- It should use short simple words
- It should include an invitation to the prospect
- The words in the headline should be selective, appealing only to prime prospect
- It should include an action verb
- It should furnish enough information.
Sub Headline
Most ad have only headline but one or more secondary heads called subheads. A subhead is an additional smaller headline that may appear above or below the headline. Sometimes it also appears in the Body copy.
Body Copy
The main text portion included in the advertisement is called a Body copy. It contains completes sales story and is logical continuation of the headline and sub heads. It covers the attributes, benefits and the utility of the product or service.
Slogans (Themes lines or Taglines)
Many slogans are used as successful headlines. It provides continuity to a series of ads in a campaign and also helps in creating positioning statements. For example – Nokia uses the slogan "Connecting People"
Seals, Logo & Signatures
A seal is awarded when the product meets the standard established by a particular agency such as ISI mark, ISO 9002 e.tc these seals provide an independent valued endorsement to the product. Logo & Signature are special design of the advertiser’s company or the products name. It appears in all the company ads are immediately recognized and give the product identity.
Illustration or Visual
Visual are a major component in print advertising. It is often dominant and plays a critical role in determining effectiveness. The visuals capture a mood and evoke a feeling, a context for the consumer perception of the product or service.
The purpose of visual elements
- To capture the reader attention
- To clarify claims made by the advertising copy.
- Show the product in actual use situation
- Convince the reader about the copy claims
- Create a positive impression of the brand.
Layouts
It is an orderly physical arrangement of headlines, body copy, slogan, logos, signature &the visual elements into a finished advertisement. It shows where each component of the as will be placed and gives guidelines to the people working on the ad creation.
Advertising Appeals
The advertising appeal is the central message to be used in the ads. The selection of primary appeal is key to any ad campaign. Many researches’ techniques such as concept testing, focus group and motivational research can be used to determine which appeal to use &attract the attention of consumer, arouse their desire or influence feeling and thus address human needs or wants
Kinds of appeals
Different appeals can be used as the basis for advertising messages. It can be grouped as –
- Rational / informational appeals – These appeals address the consumer's self-interest and focus on negativity originated motives. The appeals attempt to convince suitability of advertised product to satisfy their needs it also claims that the product or service will produce particular benefits such as quality, performance, comport e.tc. William Weilbacher has identified several types of rational appeal. Some of them are -
- feature appeal
- competitive advantage appeal
- favorable price appeal
- news appeal
- product or service popularity appeal.
- Emotional / transformational appeals. – This appeal relates to the customers social and psychological needs and stirs up positive or negative emotion that can motivate purchase of product or service. The appeal promises a bonus rather than the removal or avoidance of some negative situation. It focuses on psychological states of feeling such as safety, pleasure, excitement, fear, recognition, status, esteem e.tc. Those appeals are used to evoke positive feeling that may get transferred to the brand.
0 Comments