Download news_2219

Advertising Research
Helps to identify new consumers
 Helps to look for new ideas in
products and services

Fields of Research
Anthropology : a study of beliefs differences,
institutions and social classes



To understand the target behavior
How a product fits into the lives of
consumers
Pluralistic society, diversified cultures,
customs, traditions…
Fields of Research
Sociology : the examination of the structure
and function of organized behavioral system
on the adoption of new ideas, media use and
consumer purchase behavior by consumer
groups
 Social class and stratification : wealth,
income, education
 Cohort analysis : consumers long-life
values and preferences. Combines
demographics, psychographics, life style
and behavior
Sociology Cohort Studies
4 groups of consumers
Traditionalists : between 60’s and 70’s, declining
age, conservatives…
 Transitioners : between 50’s and 60’s, enjoying
prosperity and high income…
 Challengers : between 30’s and 40’s, single
parents, women working, high income,
educated, seek information before purchase…
 Space-agers : 20’s, starting careers, financially
unstable, liberals, lower standard of living…

Fields of Research
Psychology : the study of human behavior,
especially motivation, cognition and
learning
 Motivations : drives, urges, wishes, desires…
 Cognition : mental phenomena, perception,
memory…
 Learning : changes in behavior related ti
external stimulus
Shopper Group Classification






Intellects : 17%, empirical..
Relief seekers : 16%, want escape from the
pressure of life..
Pragmatics : 16%, want benefits from their
money..
Conformists : 12%, seek for the most popular
brand..
Popular seekers : 12%, go for trendy brand..
Sentimentalists : 12%, seek brands presenting
comfort, good, old-fashioned flavor..
Research Steps in Advertising
Advertising strategy development : directed to
the consumers and what do they want
 Advertising execution development : directed
to how to make the creative ideas, concepts,
visuals..
 Evaluating pretesting executions : ads are
tested
 Campaign evaluation : evaluate the
performance of ads

The copy strategy research
4 types of copy research
1.
2.
3.
4.
Referential advertising : refer to the general
characteristics of the product
Substantial advertising : emphasize on one
ingredient of the brand
Oblique advertising : seen from the point of
view of another person
Mythic advertising : stands on a myth
The copy strategy creation
Represents 100% for the profitable growth of
the brand
 Among The main creative tools of ads there is
simplicity through a provoking or entertaining
way
 Good copy speaks to the common man

The advertising message
The nuclear message : unchangeable,
composed of the brand name, the logo, and the
slogan (signature)
 The circumstantial message : changeable,
composed of the promise, the technical
aspects of the copy, the colors and illustrations

The structure of an
advertisement


The promise : the whole advertisement
The order :





Promise of benefit (the headline)
The spelling out of promise (the sub-headline)
Amplification of story (as needed)
Proof of claim (as needed)
Action to take (if not obvious)
 The most important parts are : the illustration comes
first, followed by the headline, the first line of the body
copy and then the logo
Elements of the copy
1. The headline (the eye-catcher) :




The most important part of an advertising. It
must be short, using simple words (not more
than 10 words)
An invitation to the prospects and the primary
product benefits, name of the brand, and a
provoking idea to gain readership
Words should be selective, few adjectives with
an action verb
Should contain enough information about the
product for the consumer
Elements of the copy
2. The sub-headline :



Smaller type than the headline
Spells out the promise presented in the headline
Longer than the headline
3. The amplification :



The body copy of the ad
An explanation of how the promise of the headline is
fulfilled
Should be an “aller-retour” between the promise and the
technical aspects of the brand
Elements of the copy
4. The logo :




The smallest sign of communication of an enterprise
Identifies clearly the enterprise
Perceptible, comprehensible, easy to memorize
Composed of the name of the enterprise, or a symbol, or
a color system, or a graphic code
5. The slogan (signature) :



Sums up the theme for a product’s benefits
Delivers an easily remembered message in few words
Short, clear and easy to remember
The copy style
The method of opening the text of an ad



Factual approach : deals with reality, how the
product is, made and what it does focusing on the
most important facts of the brand
Imaginative approach : presenting the brand in an
imaginative way
Emotional approach : using psychological appeals to
love, hate or fear
Words and visuals of creation
The creation of ads lies upon an executional idea
which is rendered in words, symbols, sounds, colors,
shapes, forms, or any combination of these
 The responsibility of the creation of the copy relies
on all the members of the team
 The Big Idea of creation is always a simple idea
 Big Idea relies greatly on brainstorming creation

Words and visuals of creation





The layout creation : a working drawing (may be
developed by the computer) showing how an ad is to
look. A set of instructions accompanying a copy
showing how it is to be set up.
There are degrees of layouts : rough, finished, and
mechanical representing various stages of finish
Layouts need hard working and imagination in order
to get high visibility, notice and attention.
A good copy must be strongly executed
There are three basic means of attraction :
 Using the visual alone
 Using the headline alone
 Using both the visual and the headline
Basic design elements







Unity and synergy : unification of design
Harmony : all the elements must be compatible
Sequence : order inside the ad
Emphasis : on one element
Contrast : your idea and copy in size and shape
Color : as an attention getting device, and the first
element in advertising creation
Computer : assistance in designing
Words and visuals

Words :
 Full words : adj, nouns, verbes..
 Tool words : articles, adv..
 Power words : poetic and literary words..

Visuals : 98% of ads use a visual using either :
 Art directing
 drawing
 Photography
Language of the media





Metaphor : to substitute one élément with another
one connoting the same value
Metonymy : the representation of an element which
substitutes another one connoting the same
characteristics
Comparison : with two elements
Synonyms : life \ existence…
Use of powerful vocabulary
Print production
Print production follows the creative ‘Z’
which is the crossing of the eyesight along the
ad
 The printing process depends on the medium
the ad is running in
 The typefaces are important and the
advertiser has to choose a type family (two or
more series of types : Text, Old Roman,
Modern Roman, Sans Serif, Square Serif, or
Decorative)

The print ads
Headline
Subhead line
Body copy
Slogan
The TV production
Two parts : video first and the audio
 TV deals with : sight, sound and motion
 The use of music in backgrounds, transitions,
movements (sound effects..)
 Visual techniques :

 Testimonials : using celebrities
 Spokesperson : using a presenter in front of the
camera
 Demonstration : showing how a product works
 Close-ups : showing the product in action
 Story line : using a miniature movie
 Comparisons, customer view, humor, animation…
Elements of TV production
The script : use easy to pronounce and
remember words in few seconds
 The storyboard : a series of sketches showing
key scenes

Video
(action)
Storyboard
(drawings)
Description Drawing of
of each
sequences
motion
Audio
(sound)
Duration
Music, sound Time of
effects,
each
announcer
sequence
Elements of TV production

The succession of TV images follows the
elements :
 Cut : one scene cuts into the next
 Dissolve : one scene fades out while another
fades in
 Fade in : from the scene to total black (# fade
out)
 Matter : part of a scene is placed over another
gradually
 Wipe : the new scene wipes off the previous one
from to to bottom
The radio production
Directed to the imagination of the
listeners
 Ads should create a “theater of the
mind” through the use of sound
The radio production creates theater
scenes for the listeners imagination by
painting pictures in sound

The radio components
The radio creation is a combination of
words, sound and music
 Words to describe the product to build
desire (voice stamp)
 Sound to complement words and the
sound effect should be recognizable

 Manual effects : produced live
 Recorded effects
 Electronic effects : with studio equipment

Music for familiarity and should be
adapted for the brand
The radio creation
The script should be written in a professional
manner containing the intro (attractive and
rise attention), the product benefits and the
closing
 Script characteristics : simplicity, clarity,
coherence, pleasantness, believability, interest,
and distinctiveness

Sequences
Sound
Words, music
and sound
Duration
In seconds
Radio creation techniques





Straight announcer : to deliver the entire
script
Two-announcer : to give variation in voices
Announcer-actor : for animation purposes
Slice-of-life : to give audience members
something or someone they can relate
Combination : a use of 2 or 3 of these
techniques
Radio timing
10 seconds : 25 words
 20 seconds : 45 words
 30 seconds : 65 words
 60 seconds : 125 words
