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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
campaigns around this appeal
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ADVERTISING APPEALS: CONCEPT
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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ADVERTISING APPEALS: CONCEPT
Thus, most advertisements appearing in national media
can be understood as having two orders of content .
The first is the appeal to deep-running drives in the
minds of consumers.
The second is information regarding the good or service
being sold : its name, its manufacturer, its picture, its
packaging, its objective attributes, its functions .
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ADVERTISING APPEALS: CONCEPT
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 of classifying these appeals,
which have proven to be valuable.
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ADVERTISING APPEALS: CONCEPT
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.
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ADVERTISING APPEALS: CONCEPT
Today, advertising industry is at the threshold of every
industry we talk about.
They not only influence just 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 individual’s psychological
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 have
incredible 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 individual’s 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 are
brand conscious and wish to choose particular products to
make a brand statement.
Adventure Appeal: This appeal is directed towards giving the
impression that purchasing a product will change the
individual’s life and fill it with fun, adventure and action.
Youth Appeal: Advertisements that reflect youth giving aspects
or 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 grab
viewer’s 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 people
to 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 are
induced 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 of
a comparative study between two competing products, to make
the reference product appear better than its competitors.
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ADVERTISING APPEALS: OTHER VARIETIES
Direct Order: When the advertisers appeal the masses by
showing 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 this
advertising 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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ADVERTISING APPEALS: OTHER VARIETIES
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 offer
rewards in the forms of discounts and free gifts to increase the
sale of their product.
Distribution of free samples of a newly launched product and
publicity of a product through interactive means are some
examples of interactive advertising.
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ADVERTISING APPEALS: OTHER VARIETIES
Repetition Appeal: This advertising appeal uses the technique
of 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
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.
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ADVERTISING MESSAGE STRATEGY
Message or Creative Formats
1.
2.
3.
4.
5.
6.
7.
8.
9.
Testimonial
Association and symbolism.
Photography
Exaggerated situations.
Made-up phrases.
Honest Twist.
Fear.
Humour
Comparisons.
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ADVERTISING MESSAGE STRUCTURE
Most advertising messages share common components within
the 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.
Slogan – To help position the product in a customer’s mind and
distinguish it from competitors’ offerings, advertisements will
contain a word or phrase that is repeated across several
different messages and different media outlets.
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COPYWRITING AND DESIGN
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 act—for example, to
buy a product or subscribe to a certain viewpoint.
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COPYWRITING AND DESIGN
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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COPYWRITING AND DESIGN
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 PROMOTIONS
FOR INCREASING
CONVERSIONS
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COPYWRITING : EXAMPLES
WEB PROMOTIONS
FOR INCREASING
CONVERSIONS
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COPYWRITING : EXAMPLES
E-MAIL
MARKETING
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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 of
ILLUSTRATIONS OR IMAGES displayed in sequence for the
purpose of pre-visualizing a Motion Picture, Animation,
Interactive Media sequence, including website interactivity.
DABUR - Coconut Oil
DENTAL CARE - LONDON
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STORY BOARDS
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 falling
in love, the two other flavors jump to
the story board.
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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
One can improve the effectiveness of those ads with just a few timeproven design strategies.
When readers look at your ad what do they see first?
Research indicates that readers typically look at:
1.
2.
3.
4.
5.
Visual
Caption
Headline
Copy
Signature (Advertisers name, contact information)
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LAYOUTS/ ILLUSTRATIONS
• 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.
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LAYOUTS/ ILLUSTRATIONS
• 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
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LAYOUTS/ ILLUSTRATIONS
An illustration is a displayed
FORM
VISUALIZATION
Presented as a drawing, Painting, Photograph or other
work 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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LAYOUTS/ ILLUSTRATIONS
Cartoon
Illustration
Comedy Show in
Theatres
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LAYOUTS/ ILLUSTRATIONS
Magazine Ad
Illustration
Body Scanners
Magazine Ad
Illustration
Car Accessory Firm
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