Adv Copy Design Apr 2011

8/2/2019 Adv Copy Design Apr 2011

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ADVERTISING MANAGEMENT

Lecture 4

COPYWRIGHT AND DESIGN

Prof Soumitra Mookherjee


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ADVERTISING APPEALS: CONCEPT

Distinctive claim of an advertisement.

Creating advertising appeal for a good or service begins

with identifying a reason for people to purchase the

same.

Advertising agencies then build and develop advertising

campaignsaround this appeal


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The basis or approach used in an advertising message

to attract the attention or interest of consumers and/or

influence their feelings toward the product, service, or

cause.

Advertising appeal is the central theme or idea behind

an advertising message.

Essentially its purpose is to tell potential


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Thus, most advertisements appearing in national media

can be understood as havingtwo orders of content .

The first is the appeal to deep-running drives in theminds of consumers.

The second is information regarding the good or service

being sold : its name, its manufacturer, its picture, itspackaging, its objective attributes, its functions .


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When enough advertisements are examined in this

light, it becomes clear that the emotional appeals fall

into several distinguishable categories.

Every ad is a variation on one of a limited number of

basic appeals .

There may be several ways ofclassifying these appeals,which have proven to be valuable.


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Advertising has greatly influenced our decisions in

buying the products in markets today.

The new generation of today needs much more to get

convinced to buy some product, c

Using different types of advertising appeals to influence

them in buying their products.

The advertising message is the most important elements

that describe your potential customer to purchase a

particular commodity.
http://www.businessmantra.net/types-of-advertising-appeals.htmlhttp://www.businessmantra.net/types-of-advertising-appeals.htmlhttp://www.businessmantra.net/types-of-advertising-appeals.htmlhttp://www.businessmantra.net/types-of-advertising-appeals.html


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Today, advertising industry is at the threshold of every

industry we talk about.

They not only influencejust the customers but also every

single entity involved in the business.

Bigger companies are creating more sophisticated

appealing advertisements for their customers, for

influencing the minds of targeted group of customers


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ADVERTISING APPEALS: NATURE

The most important types of advertising appeals include

emotional and rational appeals.

Emotional appeals are often effective for the youth while

Rational appeals work well for products directed towards the

older generation.

An emotional appeal is related to an individualspsychological

and social needs for purchasing certain products and services.Many consumers are emotionally motivated or driven to make

certain purchases.


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EMOTIONAL APPEALS: TYPES

Personal Appeal: Some personal emotions that can drive

individuals to purchase products include safety, fear, love,

humor, joy, happiness, pride, self esteem, comfort, ambition,

Social Appeal: Social factors cause people to make purchases

and include such aspects as recognition, respect, involvement,

rejection, acceptance, status, etc

Fear Appeal: Fear is also an important factor that can haveincredible influence on individuals. This is applied in

marketing campaigns of beauty/health products .


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RATIONAL APPEAL

Rational appeals aims to focus on the individuals functional,

utilitarian or practical needs for particular products and

services.

Such appeals emphasize the characteristics and features of the

product and the service and how it would be beneficial to own

or use the particular brand.

Print/ Visual media is particularly well suited for rational

appeals and is often used with good success.


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ADVERTISING APPEALS: TYPES

Brand Appeal: This appeal is directed towards people who arebrand conscious and wish to choose particular products to

make a brand statement.

Adventure Appeal: This appeal is directed towards giving theimpression that purchasing a product will change the

individuals life and fill it with fun, adventure and action.

Youth Appeal: Advertisements that reflect youth giving aspectsor ingredients of products use these types of appeals. Cosmetic

products in particular make use of these appeals.


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ADVERTISING APPEALS: TYPES

HUMOR APPEAL: It is one of the excellent tools to grabviewers attention, It benefits the customers to recollect the

advertisement while they are shopping. CREATING

HUMOUR IN AN ADV. AND RECOLLECTING THE SAME

MUSIC APPEAL: The musical advertisement sounds

melodious to the ears. It easily captures the attention of viewers

and increases customer recall AND increases the persuasiveness

of the advertisement.

HAMARA BAJAJ

BACARDI RUM

AIRCEL


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ADVERTISING APPEALS: OTHER VARIETIES

Bandwagon: This advertising appeal aims to persuade peopleto do a certain thing because the masses are doing it.

Snob Appeal: Snob appeal is an exact reverse of the

bandwagon technique. In this advertising appeal, people areinduced to buy a certain product so that they can stand out of

the crowd. Attaching a 'sense of exclusivity' to such products.

Card Stacking: This advertising appeal involves the display ofa comparative study between two competing products, to make

the reference product appear better than its competitors.


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Direct Order: When the advertisers appeal the masses byshowing them the steps to take, in order to opt for a particular

product or service, they are said to be using direct order.

E- Mail Advertising: This is a relatively new advertising appeal

that makes use of emails to advertise products. Advertisements

are sent through emails, thus bringing out communication with

a wide range of audiences.

Euphoria: The use of positive events characterizes thisadvertising appeal. Declaration of a great discount or sale on a

holiday and making luxury items available at affordable prices

Very Common for boosting immediate sales



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Interactive Advertising: This advertising appeal makes use of

the interactive media to reach out to the target audiences.

Advertisers often hold exhibitions or trade-shows and offerrewards in the forms ofdiscounts and free gifts to increase the

sale of their product.

Distribution of free samples of a newly launched product andpublicity of a product through interactive means are some

examples of interactive advertising.



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Repetition Appeal: This advertising appeal uses the techniqueof repeating the product name several times during an

advertisement. Jingles are often used in this advertising

technique to linger the product name in the minds of masses.

Viral Advertising: It can take the form of word-of-mouth

publicity or of Internet advertising. The aim of the advertiser is

to market the product on a very large scale.

This advertising appeal intends to achieve speedy publicity of

product similar to spreading of a pathological/ computer virus!



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Advertising Message Strategy

The advertising message strategy describes what is to be

communicated and how it is to be communicated.

It consists of

Message idea: Main theme, appeal, or benefit to be

communicated in the message.

Copy platform: a written statement that fully describes the

message idea.

Creative format: Broad creative approach to communicate the

message idea to the target audiences.

ADVERTISING MESSAGE STRATEGY


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Message or Creative Formats

1. Testimonial

2. Association and symbolism.

3. Photography4. Exaggerated situations.

5. Made-up phrases.

6. Honest Twist.7. Fear.

8. Humour

9. Comparisons.

ADVERTISING MESSAGE STRATEGY


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Most advertising messages share common components withinthe message including:

The Appeal This refers to the underlying idea that captures

the attention of a message receiver. Appeals can fall into such

categories as emotional, fearful, humorous, Rational

Value Proposition The advertising message often contains a

reason for customers to be interested in the product which

means the ad will emphasize the benefits obtained.

SloganTo help position the product in a customers mind anddistinguish it from competitors offerings, advertisements will

contain a word or phrase that is repeated across several

different messages and different media outlets.

ADVERTISING MESSAGE STRUCTURE


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Copywriting is the use of words and ideas to promote a person,

business, opinion and idea.

copywriter is generally limited to promotional situations,

regardless of the medium (as advertisements for print,

television, radio, or other media).

The purpose of marketing copy, or promotional text, is to

persuade the reader, listener or viewer to actfor example, to

buy a product or subscribe to a certain viewpoint.

COPYWRITING AND DESIGN


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Though the term copywriter may be used in a variety of ways

in different industries, the title usually applies to a writer who

is skilled in promotional writing.

Some examples of tasks that a copywriter may take on are:

1. They write item descriptions that present products in the best

light.

2. They write advertisements for print and the internet.

3. They write copy for brochures and flyers.

4. They write sales letters for the web and direct mail.



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Copywriters use words in a way that guides the potential

customer to want to buy and overcomes objections by

anticipating what they might be

Good copy involves important principles of presenting the

benefits of a product rather than listing the features

The skill sets needed are different.



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COPYWRITING : EXAMPLES

WEB PROMOTIONSFOR INCREASING

CONVERSIONS


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WEB PROMOTIONS

FOR INCREASING

CONVERSIONS


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E-MAIL

MARKETING
http://www.thecopyworks.com/images/Juniper-Networks.jpg


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COPYWRITING : MAGAZINE AD

Taking Advantage of lower long distance tariffs


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COPYWRITING: PRESS RELEASE


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STORY BOARDS

Storyboards are graphic organizers such as a series ofILLUSTRATIONS OR IMAGES displayed in sequence for the

purpose of pre-visualizing a Motion Picture, Animation,

Interactive Media sequence, including website interactivity.

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DABUR - Coconut Oil DENTAL CARE - LONDON
http://www.showboatentertainment.com/images/portfolio/storyboard_big/rough_expressive_pencil/dental_care_london/Dental_Care_London_storyboard1.jpghttp://www.showboatentertainment.com/images/portfolio/storyboard_big/rough_toned_pencil/dabur_coconut_oil/Dabur_coconut_oil_storyboard1.jpg


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STORY BOARDS

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MONSTER

This story board is a commercial for a

job search engine. The story has humor,

it shows the company's goal perfectly.

HAJMOLA

All four flavors are shown while two

bags of Hajmola on the plate are fallingin love, the two other flavors jump to

the story board.
http://www.showboatentertainment.com/images/portfolio/storyboard_big/cartoon/hajmola/Hajmola_storyboard.jpghttp://www.showboatentertainment.com/images/portfolio/storyboard_big/rough_expressive_pencil/monster/Monster_storyboard1.jpg


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FASHION STORY BOARDS

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STORYBOARD: TV COMMERCIAL

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STORYBOARD: TV COMMERCIAL

SPICE MOBILES

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LAYOUTS/ ILLUSTRATIONS

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One can improve the effectiveness of those ads with just a few time-proven design strategies.

When readers look at your ad what do they see first?

Research indicates that readers typically look at:

1. Visual

2. Caption

3. Headline4. Copy

5. Signature (Advertisers name, contact information)
http://www.google.co.in/imgres?imgurl=http://www.true-vision.net/images/3899_colliers-autumn-collection-1.jpg&imgrefurl=http://www.true-vision.net/eng/portfolio/%3F3916&h=463&w=629&sz=90&tbnid=bhhkR0G9Zd4vPM:&tbnh=101&tbnw=137&prev=/search%3Fq%3Dadvertising%2Blayouts%26tbm%3Disch%26tbo%3Du&zoom=1&q=advertising+layouts&hl=en&usg=__sXKSf5m7WwwCl4I2fXGXBpGOg0I=&sa=X&ei=Mu-dTZeRNY3IrQf7scW_BA&ved=0CD8Q9QEwBAhttp://www.google.co.in/imgres?imgurl=http://www.true-vision.net/images/3899_colliers-autumn-collection-1.jpg&imgrefurl=http://www.true-vision.net/eng/portfolio/%3F3916&h=463&w=629&sz=90&tbnid=bhhkR0G9Zd4vPM:&tbnh=101&tbnw=137&prev=/search%3Fq%3Dadvertising%2Blayouts%26tbm%3Disch%26tbo%3Du&zoom=1&q=advertising+layouts&hl=en&usg=__sXKSf5m7WwwCl4I2fXGXBpGOg0I=&sa=X&ei=Mu-dTZeRNY3IrQf7scW_BA&ved=0CD8Q9QEwBAhttp://www.google.co.in/imgres?imgurl=http://www.true-vision.net/images/3899_colliers-autumn-collection-1.jpg&imgrefurl=http://www.true-vision.net/eng/portfolio/%3F3916&h=463&w=629&sz=90&tbnid=bhhkR0G9Zd4vPM:&tbnh=101&tbnw=137&prev=/search%3Fq%3Dadvertising%2Blayouts%26tbm%3Disch%26tbo%3Du&zoom=1&q=advertising+layouts&hl=en&usg=__sXKSf5m7WwwCl4I2fXGXBpGOg0I=&sa=X&ei=Mu-dTZeRNY3IrQf7scW_BA&ved=0CD8Q9QEwBAhttp://www.google.co.in/imgres?imgurl=http://www.true-vision.net/images/3899_colliers-autumn-collection-1.jpg&imgrefurl=http://www.true-vision.net/eng/portfolio/%3F3916&h=463&w=629&sz=90&tbnid=bhhkR0G9Zd4vPM:&tbnh=101&tbnw=137&prev=/search%3Fq%3Dadvertising%2Blayouts%26tbm%3Disch%26tbo%3Du&zoom=1&q=advertising+layouts&hl=en&usg=__sXKSf5m7WwwCl4I2fXGXBpGOg0I=&sa=X&ei=Mu-dTZeRNY3IrQf7scW_BA&ved=0CD8Q9QEwBAhttp://www.google.co.in/imgres?q=advertising+layouts&hl=en&sa=X&biw=1424&bih=689&tbm=isch&prmd=ivns&tbnid=HxeyB9p2xEWyIM:&imgrefurl=http://www.adservicesu.com/index.php%253Fid%253Dadlayouts&ei=m_CdTaLzAoaSuwOJkZ3HBA&zoom=1


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Visual at the top of the page

For photos, place a descriptive caption below

Put your headline next.

Follow with your main ad copy.

Place your contact information (signature)

in the lower right corner.
http://0.tqn.com/d/desktoppub/1/0/q/7/ogilvy1.jpghttp://www.google.co.in/imgres?imgurl=http://www.true-vision.net/images/3899_colliers-autumn-collection-1.jpg&imgrefurl=http://www.true-vision.net/eng/portfolio/%3F3916&h=463&w=629&sz=90&tbnid=bhhkR0G9Zd4vPM:&tbnh=101&tbnw=137&prev=/search%3Fq%3Dadvertising%2Blayouts%26tbm%3Disch%26tbo%3Du&zoom=1&q=advertising+layouts&hl=en&usg=__sXKSf5m7WwwCl4I2fXGXBpGOg0I=&sa=X&ei=Mu-dTZeRNY3IrQf7scW_BA&ved=0CD8Q9QEwBAhttp://www.google.co.in/imgres?imgurl=http://www.true-vision.net/images/3899_colliers-autumn-collection-1.jpg&imgrefurl=http://www.true-vision.net/eng/portfolio/%3F3916&h=463&w=629&sz=90&tbnid=bhhkR0G9Zd4vPM:&tbnh=101&tbnw=137&prev=/search%3Fq%3Dadvertising%2Blayouts%26tbm%3Disch%26tbo%3Du&zoom=1&q=advertising+layouts&hl=en&usg=__sXKSf5m7WwwCl4I2fXGXBpGOg0I=&sa=X&ei=Mu-dTZeRNY3IrQf7scW_BA&ved=0CD8Q9QEwBAhttp://www.google.co.in/imgres?imgurl=http://www.true-vision.net/images/3899_colliers-autumn-collection-1.jpg&imgrefurl=http://www.true-vision.net/eng/portfolio/%3F3916&h=463&w=629&sz=90&tbnid=bhhkR0G9Zd4vPM:&tbnh=101&tbnw=137&prev=/search%3Fq%3Dadvertising%2Blayouts%26tbm%3Disch%26tbo%3Du&zoom=1&q=advertising+layouts&hl=en&usg=__sXKSf5m7WwwCl4I2fXGXBpGOg0I=&sa=X&ei=Mu-dTZeRNY3IrQf7scW_BA&ved=0CD8Q9QEwBAhttp://www.google.co.in/imgres?imgurl=http://www.true-vision.net/images/3899_colliers-autumn-collection-1.jpg&imgrefurl=http://www.true-vision.net/eng/portfolio/%3F3916&h=463&w=629&sz=90&tbnid=bhhkR0G9Zd4vPM:&tbnh=101&tbnw=137&prev=/search%3Fq%3Dadvertising%2Blayouts%26tbm%3Disch%26tbo%3Du&zoom=1&q=advertising+layouts&hl=en&usg=__sXKSf5m7WwwCl4I2fXGXBpGOg0I=&sa=X&ei=Mu-dTZeRNY3IrQf7scW_BA&ved=0CD8Q9QEwBAhttp://www.google.co.in/imgres?q=advertising+layouts&hl=en&sa=X&biw=1424&bih=689&tbm=isch&prmd=ivns&tbnid=HxeyB9p2xEWyIM:&imgrefurl=http://www.adservicesu.com/index.php%253Fid%253Dadlayouts&ei=m_CdTaLzAoaSuwOJkZ3HBA&zoom=1


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Visual first, to the left.

Headline next, to the right of visual.

Caption below photo.

Place main ad copy in two columns.

Place your contact information

(signature) at the bottom
http://0.tqn.com/d/desktoppub/1/0/n/7/ogilvy4.jpghttp://www.google.co.in/imgres?imgurl=http://www.true-vision.net/images/3899_colliers-autumn-collection-1.jpg&imgrefurl=http://www.true-vision.net/eng/portfolio/%3F3916&h=463&w=629&sz=90&tbnid=bhhkR0G9Zd4vPM:&tbnh=101&tbnw=137&prev=/search%3Fq%3Dadvertising%2Blayouts%26tbm%3Disch%26tbo%3Du&zoom=1&q=advertising+layouts&hl=en&usg=__sXKSf5m7WwwCl4I2fXGXBpGOg0I=&sa=X&ei=Mu-dTZeRNY3IrQf7scW_BA&ved=0CD8Q9QEwBAhttp://www.google.co.in/imgres?imgurl=http://www.true-vision.net/images/3899_colliers-autumn-collection-1.jpg&imgrefurl=http://www.true-vision.net/eng/portfolio/%3F3916&h=463&w=629&sz=90&tbnid=bhhkR0G9Zd4vPM:&tbnh=101&tbnw=137&prev=/search%3Fq%3Dadvertising%2Blayouts%26tbm%3Disch%26tbo%3Du&zoom=1&q=advertising+layouts&hl=en&usg=__sXKSf5m7WwwCl4I2fXGXBpGOg0I=&sa=X&ei=Mu-dTZeRNY3IrQf7scW_BA&ved=0CD8Q9QEwBA


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An illustration is a displayed VISUALIZATION

FORM

Presented as a drawing, Painting, Photograph or otherwork of ART that is created to elucidate or dictate

sensual information (such as a story, poem or

NEWSPAPER article)

by providing a visual representation graphically.


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Cartoon

Illustration

Comedy Show in

Theatres
http://www.andydavey.com/ad-SallySwallows.html


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Magazine AdIllustration

Body Scanners

Magazine Ad

Illustration

Car Accessory Firm
http://www.andydavey.com/ad-Airflow.htmlhttp://www.andydavey.com/ad-tryform.html

Adv Copy Design Apr 2011

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