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A
TERM PAPER
ON
(Roll No………)
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CERTIFICATE
2
Acknowledgement
3
Preface
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Contents
ADVERTISING CAMPAIGNING
1. Introduction
5. Basis of campaign
6. Types of Campaign
8. Campaign Planning
9. Creation Stages
Creativity in advertising
1. Introduction
4. Appeals in advertising
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6. How does one find appeals
7. Types of Ad Appeals
14. Visualization
15. Layout
19. Plagiarism
Temptation Campaign
Kinetic style
Hitachi Air-Conditioners: “Perfect
World Search Championship
Coca-Cola "Open Happiness" Campaign
Nike’s “Just Do It” Advertising Campaign
Vodafone Essar's Advertising Strategy The 'Zoozoos' Campaign
21. References
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ADVERTISING
CAMPAIGNING
AND
CREATIVITY IN
ADVERTISING
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Introduction
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The independent ads used in a campaign are similar to one another,
and this is deliberate. There is a psychological continuity due to a unified
theme. The physical continuity is provided by similarity of visuals and orals.
Part of our advertising effort goes waste at any given point of time,
since some buyers are not real prospects at a point of time the advertising
appears. New prospects emerge over a period of time. Campaigns force us
to look an advertising effort retrospectively so as to improve it.
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The logic behind yearly campaign is that they co-incide with accounting
year, at the end of which sales and profits are computed. There are several
advertisers who keep a campaign running without any change for two or
even three years. Lux soap campaign where it is promoted as a beauty
soap of cinema stars, adhere the present queen bee of Hindi films
endorses it. The factors which affect the duration of campaign are the type
of product offered, the nature of advertiser’s marketing programme,
seasonality of sales, media policies and the competitor’s advertising.
Basis of campaign
Types of Campaign
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1. Multi- media campaign put the message across in
different media vehicles.
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To determine the type of copy
To determine the scheduling and space buying
To prepare actual ad copies with a dominant central idea which
has been effectively presented and laid out? So that it appeals to
the motives. The consistency is maintained.
The placement of the copy in the media to run the campaign
To do the budget for the campaign
To co-ordinate with the general administration, sales staff and
other promotional activities.
Campaign Planning
Campaigns, a term borrowed from military science, is an organised
and carefully planned use of paid publicity for fulfilling a definite purpose.
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The creative considerations
The new plans.
Some factor like the demographic study of the consumers, the media
availability and the competitor’s activities are uncontrollable factors. They
are called the limiting parameters or the constraints.
These simple questions like ‘what ‘and ‘who’ etc. have different
names in advertising terminology. Like ‘whom’ in advertising is the ‘target
market or audience’? ‘How’ is the creative strategy and ‘what ‘is the
message. ‘Where’ is the media strategy, ‘when’ is the ‘timing’ and ‘how
much’ is the advertising budget.
1. Situation Appraisal :
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The company or product, and
The competition.
Information is collected using primary and secondary research
techniques. The three important research areas are:
Consumer Research and Market Research.
Product and Company Research.
Competitive research.
Who buys the product? When do they buy it? how frequently do
they buy? How do they use the product? what are their attitudes and
perceptions about the product? Who takes the decision to buy? Who
influence them to buy? What decision process do they go through before
buying?
Consumer research and market research find answer to the above
mentioned and other related questions. The target market has to be
described geographically, demographically and psycho-graphically.
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2. Situation Analysis
SWOT Analysis
Key Problem Analysis
Competitive Advantage Analysis
SWOT Analysis :
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Increasing their awareness level,
Changing a negative attitude ,
To reinforce a message or image,
To reassure the consumers,
To change an image,
To create a new image,
To create broad differentiation in the minds of the consumers,
To bring about acceptance of goods or ideas, etc.
3. Strategic Planning:
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To change, modify or reinforce consumer attitudes and perspectives.
To persuade consumers to try a new product to buy more of it.
To create a new image or personality for the product.
To create a unique position for it.
To sustain an image.
Targeting:-
The next step is to identify the present and the potential buyers.
They are called the target market or the target audience. Target market or
the target audience (the first is a marketing term and the second is an
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advertising term) includes present and the potential customers. It includes
those people who influence the buying decision.
In addition to geographic, demographic and psychographic features,
the target audience is also profiled in terms of personality and lifestyle of
the typical audience member.
Positioning:-
Budgeting:-
Budgeting is finding out how much is going to be spending for the
campaign before one starts planning the campaign. Client companies
usually finalise an exact amount and ask the agency to fit the campaign
expenditure with in that amount. Or they give an approximate idea and ask
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the agency to finalise the budget amount or the advertising appropriation or
ad spend.
How much money do you need to spend to reach the specific goals
you have outlined for the advertising campaign? This is especially effective
when you are starting out, or if you are trying to grow rapidly. Some
advertising campaign strategies call for heavy spending upfront in order to
win long-term customers.
How much did you spend to reach your sales goals in previous years
or periods? You will find that by tracking your ads, you will know in advance
what you need to do to accomplish your goals.
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This method links market share to advertising expenditure. A
company with a 20% market share would spend slightly more than 20% of
the total advertising dollars spent in the market for that product or service.
For new companies, expenditures would be 1.5 times the desired market
share until that position is attained. [So if you want 20% market share, you
spend 30% of total advertising dollars in that market until you get it].
5. Competitive Parity:
The best advertising campaign budget you can set will be based on
some combination of all of the previous models. You want to maintain a
minimum level of advertising, fulfill specific goals, maintain your market
share, keep up with your competitors, and compare everything to last year.
4. Creative Planning:-
Developing a Theme:-
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A campaign is a series of ads built around one central theme.
This is also called the ‘big idea’. Big idea is an idea that leaps across all
problems faced by a brand. The big idea is an outcome of deep insight into
the consumers. There should be an awareness regarding his attitudes
towards a product category and brand.
The theme or creative concept is the part of all different ads of the
campaign that are prepared for different media, situations, audiences and
different times of year. The theme, thus, need to be a strong concept to be
able to hold all there different and diverse ads together.
For example: Pepsi has been using the ‘Pepsi Generation’ theme for
decades. Thumps- up used the ‘thubunderous taste’ theme for a very long
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time. Lux has been using the ‘beauty soap of film star’ theme for over five
decades now.
Creative Strategy :-
• Generic Strategy: -
This is used by market leaders who ignore the presence of
competitors.
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Here the campaign talks about some feature which is unique
to that advertised brand and it is not available in others.
• Product Positioning: -
Sometimes products or brands are position differently from
competing brands. For example, Maggi noodle is a “two minute
snack”.
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An advertisement is called creative when it is original or novel and
has features that stand out. To be effective, an ad has to be relevant and
connect the audience with the product.
6. Media Planning:-
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A media planner has to select and choose the medium or media mix
depending on the above mentioned things as well as the target audience
and the advertising objectives. One important consideration here is low
much money is available for media buying in the ad budget.
Once the media planner chooses the medium or media mix, the next
step is to choose the vehicles within these media. For example, if the
medium chosen is newspaper, then there are many vehicles available like
national, regional or local newspaper, various language newspapers,
general newspapers or special newspapers like economic and business
newspapers. For television, there are so many channels available
Media Scheduling:
When to run the campaign and for how long to run it. This is
called media scheduling or finalizing the day, time and other specifications
about the placement of ads.
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steady pattern. It increases the awareness level of consumers to a much
higher level that continues while the product is not being advertised.
Media Booking:-
After the planning is over, then the media buyers contact the various
media and book the space and time according to the media plan devised.
Big agencies with media buying wing do it on their own. Many agencies,
however, leave media booking and media buying to specialized media
buying organisations
7. Coordination:-
Advertising, depending upon the product and the situation, may play
a dominant role with other activities supporting it. It may also play a
supplementary role to other promotional activities. All these promotional
activities have the same goal—of achieving increased sales or acceptance.
Thus, there is a need for proper coordination among all these promotional
activities the people planning ad campaigns should be fully aware of the
other promotional activities and plan the campaign accordingly.
8. Evaluation:-
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conducted informally. However, there is a greater need to conduct
evaluation by way of formal and proper research.
Pre –testing: -
This is conducted after the creative execution is over and before the
advertisements are placed in the media.
Post- testing:-
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This is done after the campaign is over i.e., after the ads have been
published aired or broadcast for the duration decided. The results are
matched with the original objectives (both advertising and marketing
objectives).
Creation Stages
There are three phase involved in the creation of any campaign:
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2. Advertising Brief to the Creative:
In this phase the strategy formulated is communicated to the creative
people. They are briefed about how to create the advertising the product
needs. The strategy should be communicated with clarity. The strategist
should be a good motivator for the creative team.
Great briefs inspire great work. Briefs should have clarity and single-
minded objective. They should aim at a target person. The idea is to have
the desired response. All briefs must suggest a benefit or a product plus.
Spink of the Lowe group says “Strong creative are probably the
cheapest competitive advantage that a company can have.” The best
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creative are derived from a complete understanding of the product and the
benefits it offers. But a thorough understanding of the target audience
provides an edge.
1. Prepare:-
Good advertising begins with good information. And the best way to
gather the information we need is with a little Q&A.
Some basic questions that help in preparing for just about any ad
written assignment.
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Features: What are the vital facts about this product/
service/opportunity?
Benefits: What will it do for people? What specific problems does it
solve? Saves money or time? Makes life better? What is prime benefit?
Competition: Why is my product/service/opportunity better? How is it
different? What attributes can I stress that they don’t have?
Guarantee: 30 days free trial? Money back?
Prospect: Who is my ideal prospect? Male or Female? Income?
Lifestyle?
Objective: What do I want? Inquiries, leads, sales, image building,
traffic, etc.?
Offer: What’s the deal? Two for one sale? Limited time offer? Free
information?
Deadline: When does my offer expire?
Method of Payment: cash, VISA, Master Card, etc.?
Method of Ordering: Mail, phone, fax, computer, etc, ?
2. Organize:-
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Method of Payment
Method of Ordering
These are the central points that will need in writing an ad.
3. Write:-
After prepare and organise the next step is write an ad. It involves:
Write headline
Write sub heads
Write body copy
Write call to action
4. Edit:-
Edit the ad with some questions……
Does headline get attention, select an audience, delivers a complete
message, and draws the reader into the body copy?
Is headline clear and to the point? Does it relate to the product/
service?
Do subheads logically expend on the headline in the order of
importance?
5. Review:-
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Use the “Three second test” with a prospect. If they do not know what
the ad is about after glancing at it for three second, it need to simplify.
List negatives about the ad and correct them.
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Let's for a minute imagine that many youngsters with limited pocket
money would like to go for a contraption that looks far more expensive than
it is. But isn’t the advertising loud and clear about the same aspect, which
makes the phone model very recognizable and defeats the whole purpose.
What is worse than being stuck with an average looking cheap phone after
all? Being stuck with a phone that set out to look expensive, but looks
cheap now because everybody knows how cheap it is!
Now we all know what powdered soups are all about. A dehydrated
glib glob (read mass) of some circumspect vegetables with noodles of
hydrogenated fats and mono sodium glutamate thrown in for flavor. They
are high on convenience and the MSG ensures that we often even end up
yearning for these products. But to actually call them healthy soups is
getting a bit over ambitious. Just because you have printed ‘added calcium,
vitamins, iron and what not on the cover is no proof of its nutritive value.
Therefore this ad campaign fails to make a mark. It would be better if they
just highlighted it as an indulgence that any overworked working woman
resorts to in order to feed her family on stressed out days. But show me
one woman who serves Maggi noodles or soups to her kids without an iota
of guilt and I’ll show you an ad campaign that failed before it started.
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Ok, those on the wrong side of thirty generally know about the fine
lines appearing on their faces, the crow’s feet, the laugh lines etc. Not that
one is thrilled to bits to see the first signs of aging, but the point is the way
in which the campaign tries to sell the product. To think that their models
are basically shown as these unsure, not-so-confident and unaccomplished
women in their late thirties with the sole ambition of getting their husbands
to notice the overnight change in their looks and take them out for candle lit
dinners leaves a lot to be desired. One almost feels like screaming and
telling them, “Please go and get a life first.” I, for one, would not be caught
dead buying such a cream. Wouldn’t it be much better if a campaign
celebrates all that a woman of substance stands for, who is not mortally
scared of aging gracefully and definitely not so insecure about her husband
passing her on for someone younger. The ad fails to create a positive vibe
among smart older women of today who would take pride in the wisdom
and maturity that comes with age and managing to look young is just a
bonus and not the end of life.
4. Tata Sky:
This ad is planned around the World Cup fever where a person is off
on a trip to the West Indies wearing a costume made out of grass. Hrithik
Roshan makes a timely intervention in the guy’s holiday plans and
suggests watching the matches on Tata Sky with the possibility of his being
the lucky winner and watching the Final in Hrithik’s personal theatre. Is the
ad aiming to dissuade people from traveling to an exciting destination
where they can watch great cricketing action unfold live in front of them? Or
is it a small hint that given the form of the Indian team, it is really not worth
going all the way. Whatever is the intention, the ad fails to make an impact
and Hrithik is truly wasted.
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Creativity in advertising
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Introduction
Creativity in the field of advertising is different. It is not self
expression. It is expression in a planned and calculated way. It has a
specific motive of persuading or motivating. And it is always goal oriented
i.e., it tries to achieve some goal and other. Creativity is the power of
quality of creation and creation mean the presentation of a new concept in
an artistic embodiment or manner.
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things come to the fore –advertising message role as a link between the
product and the audience, and the relevance of the advertising message.
On the basis of these two things , some people define creativity in
advertising as creating “unique and relevant connection .” these unique but
relevant connection are nothing but solution to the consumer’s problems.
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Step II: →
Ruminating on the data acquired, turning it this way and that in
the mind.
Step III: →
Ceasing analysis and putting the problem out of conscious mind
for a time.
Step IV: →
A sudden inspiration or intuitive revelation about a potential
solution.
Step V: →
Studying the idea, evaluating it, and developing it for practical
usefulness.
Creative input
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Read anything Use the
related to the product to
product or become
market familiar with it!
Work in and
Listen to what
learn about the
people are
client’s
talking about!
business!
Ask everyone
involved for
information!
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Objective
Reject
Evaluate ideas inappropriate Refine remaining Give them final
generated. Ideas. ideas. expression.
Techniques
Message
Directed focus communication Viewer reaction
Portfolio tests profile
groups studies
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Preparation Illumination
Gathering seeing the
information solution
Incubation
Verification
Setting problem
Refining the idea
aside
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• Message Idea: the main theme, appeal, or benefit to be
communicated in the message.
Appeals
Appeals in advertising:
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An appeal, in advertisements, is anything that motivates a person to
action. Human being are called bundle of wants. A human being is a
strange mix of hopes, ambitions, needs, interests, goals, etc .All these
things works as motivating factors. These are also called motives. Various
advertisements try to appeal to some of these manifold motives that force
people to take action.
The next brand to enter the branded and powdered salt market was
Annapurna (Kissan).This brand started talking about purity (sudhata)
directly. All the two brand are using the same appeal –purity. However,
their presentation varies. And these different presentations have created
different and distinctive images for the two powered salt brands.
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HOW DOES ONE FIND APPEALS:-
Doy soaps for kid’s uses the animal shapes of soaps as appeal.
Hero Honda claims to be the ‘no problem’ bike and Luna claims that
‘Luna mein hain no tension’, Baja claims to offer value for money for
years.
Godrej almirahs use the appeals ‘kal aaj and kal’ or being long
lasting.
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Types of Ad Appeals
Appeals are broadly classified into three types.
1. Rational Appeals
2. Emotional Appeals
3. Moral Appeals
1. Rational Appeals :
Rational appeals are those directed at thinking process of the
audience. They involve some sort of a deliberate reasoning process, which
a person believes would be acceptable to other members of his social
group. They attempt to show that the product would yield the expected
functional benefit. A rational ad becomes believable and effective.
We may consider some buying motives behind such appeal that can
be considered rational under normal circumstances.
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Many people buy low priced locally made like air conditioners for
their home because they believe that these products will perform the same
as rationally reputed brands. In this case he is exhibiting a rational motive.
The durability time factors plays important role for a few prospect
performance, case of use, re-sale value and economy are the matter
considered before purchase.
2. Emotional appeals:-
Emotional appeals are those appeals, which are not preceded by
careful analysis of the pros and cons of making a buying. Emotions are
those material agitation or excited states of feeling which prompt us to
make a purchase. Usually the emotional motives are below the level of
consciousness they may not be recognized by a person, even if recognized
the person may be unwilling to admit to others because he or she may feel
that it would be unacceptable as a proper reason for buying among his
her associates and colleagues.
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Positive appeals use the strategy of ‘reducing’ a person’s anxiety
about ‘using’ a product, while negative appeals use the strategy of
‘increasing’ a person’s anxiety of not using the product.
• Desire to be different
• Desire to be conform
• Desire to attract other
• Desire for prestige
• Desire to belongingness
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Emotional Appeals: Response Categories
A part from the above four categories, the emotional roles the products play
in Indian context also affect the response.
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reconstruction of these
events (VIP luggage
campaign Kal bhi, Aaj
bhi, Kal bhi).
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4. There is a difference between a consumer’s emotions associated with
the product/brand and a consumer’s emotional reaction to the ad
copy itself. Preferably, these two should be compatible.
Fear Appeals:
3. Moral Appeals:
There are messages that appeal for generous donations for flood
victims and for famine relief operations-these are often based on moral
appeals.
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Many commercial advertisements are criticized on moral grounds. The
most controversial ad campaigns are by multinational companies marketing
baby food products. Many WHO experts are critical of these corporations
that promote bottle-feeding against breast-feeding.
4. Sex Appeal:
Sex Appeal in contraceptive ads have become explicit and are more
visual than verbal, research has shown that non- sexual illustrations are
more effective than sexual one’s while under going brand recall. Because
people usually tend to remember the sexy illustrations and not the brand,
hence in some extent it dilute the brand, but I think it all depends upon the
amount of sexual content within particular ad and the way of
representation, possibly that’s not going to effect brand image obviously if
you are selling innerwear or contraceptive devices.
1. Direct Appeals:
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2. Indirect Appeals:
Indirect appeals are those that do not emphasis a human need, but
allude to a need. Because advertisers understand the influence of needs
upon selective perception, they leave some ambiguity in the message so
that the consumers may be free to interpret it and the need to which the
advertiser is appealing.
Feature-oriented appeals
Use-oriented appeals
Attitude-oriented appeals
Sub-conscious-oriented appeals
Image-oriented appeals
Essentials of an Advertisement
Appeal
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1. It must be thematically sound.
2. It must be communicative.
3. It must be interesting.
Selling points are those product attributes that are listed in the
advertisement copy to impress upon the consumer the significance of a
product to him. They could be specifications, quality statements,
composition statements, descriptive or narrative or performance
statements. Some selling points are primary selling points and the rest are
subsidiary selling points. Selling points in order to be effective must have
the force to appeal to a particular buying motive. So selling points
successfully touch upon the buying motives
Copy in advertising
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The term ‘copy’ has been in use since the days of early printing
when the compositor was given a manuscript and told to copy it. Copt
means all the words in advertisements- whether written (printed) or spoken.
1. The Headline
The headline is the most read part of an advertisement. So
advertiser tries to tell maximum part of the product story through the
headline. A headline introduces the product, makes the promise statement
or puts a question. It basically tries to attract the attention of the reader and
creates curiosity so that the reader reads further.
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News headlines provide some new ‘information’ and are called news
headline.
Curiosity or provocative statement, the headline tries to create a lot
of curiosity about the product. It also forces the customer to read the copy
and the promise is made in the copy.
2. The Sub-Headline
When the advertiser wants say a lot at the beginning but the headline
cannot do the job, then the subheading is used. The headline and
subheading together can contain a longer message. The subheading
usually spells out or elaborates. The promise made in the headline or it
stresses on the product’s unique feature.
3. Body Copy
Most customers want to know many facts before they decide upon
buying the product. These details are given in the body copy. When the
headline usually makes a claim, the body copy elaborates upon it and
provides supporting proof. When the headline poses a question, the
subheading answers it.
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continue buying. The call for action takes several forms in an
advertisement. It is usually part of the body copy. ‘Visit our dealers’, ‘see
the product in action’, ‘send for a free booklet on how the get the best out of
our product’, ‘write to us the following address’, ‘call your local dealer for a
free demonstration’, ‘full this coupon for a free information booklet’, etc, are
example of calls for action.
4. Slogans
The term slogan comes from the Greek word sluagh gaim, meaning
battle cry. A slogan is a short and catchy phrase that gets the attention of
the audience is easy to remember and comes on the tongue easily.
Style of Copy
1. Factual Approach:
The factual or rational approach deals with reality or what actually
exists. It calls for focusing on those facts about the product that are of most
importance to the reader, and then explaining their advantages.
For example: the slogan is ‘no one can eat just one’ of Raffles Lays.
2. Emotional Approach:
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There are certain aspects that cannot be measured, weighed or seen
and touched. These subjective values can only be felt or experienced. For
example, one Suzuki ad had this headline ‘SUZUKI conquers Boredom’.
It is followed by this copy:
Life has always been what you make it. Excitement or just routine. And the
line between freedom and feeling trapped can be as simple as two wheels-
something like getting on a Suzuki and breaking away. Getting out seeing
the rugged land you never see from inside your car………. It’s your life.
And you can make it anything you like. A phone call to your nearest Suzuki
dealer can be a whole new beginning.
Visualization
Visualization means to think in terms of visuals or pictures.
Visualization requires visual thinking. For example, think about the entire
picture that comes to mind when you think of the word ‘grip’. It could be the
grip of handshake, it could be a kid gripping his grandfather’s finger, it
could be the grip of a claw or the grip of a tyre. These kind of perceptions
need to be portrayed in the advertisement.
Visuals not only attract attention, they hold the interest and often tell
maximum part of the story. Visuals also identify the product, arouse
interest, create a favourable impression of the product or the advertiser,
clarify claims made in the copy, make demonstrations, emphasise the
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unique features of the product. And finally visuals provide continuity for all
advertisements in the campaign through the use of similar visuals.
What to Show?
The visual options before advertising people are limitless. These
include;
Layout
An advertisement has two major components—copy and visuals.
The placement of copy and visuals has to be attractive and at the same
time, it has to present the advertising message forcefully. This placement of
copy and visuals is called layout.
A layout could be the first pencil sketches which puts the idea on
paper. A layout could be the final piece after finishing touches. Good
layouts are forceful, attractive and full of vigour. Bad layouts could be
tasteless, vulgar, and unimaginative.
Stages of layout:
Layout process starts with thinking on paper.
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Thumbnail Sketches:
Rough Sketch:
In the rough stage, bigger layouts are made so that more details
can be accommodated. These rough layouts are presented to the
agency’s creative director for approval. Then the rough layout is further
polished.
Comprehensive Stage:
In this stage the rough layout is enlarged to its actual size. All the
copy is lettered or composed. Proper borders and other marks are put
on the layout; photograph and other visuals are cut from other places or
photocopied and pasted.
Art work:
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This is the final stage of layout. Here care is taken to look into
each minute detail. The copy is properly composed or lettered. Proper
photographs, paintings, sketches or graphics are used. Other elements
like borders etc. are properly placed. Colouring is done. Finishing artists
give the final touches. At this stage the ad is now ready to be printed.
Proportional guideline:
1. Illustration 65 %
2. Headline 10 %
3. Copy 20 %
4. Logo 5%
1. Illustration
2. Headline
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The headline is used to attract attention, arouse interest, and make
the ad more attractive and readable. However, it should not be over 10
words and more than 15 % of the ad's total area.
3. Copy
Style of typeface used in the headline, subhead and copy will impact
the mood and readability of the ad. Mixed type should be either very similar
or very different. Mixing more than two (or three at most) different typefaces
makes an ad busy and confusing.
4. Logo
Because we read left to right and top to bottom, the logo or company
signature can be strategically placed in the lower right hand corner of an
ad. With this position, the logo is the last element we see and most likely
remember.
From the page's top, down through the center and end at the page's
bottom.
The eye sees the illustration first, and then we read down from there
(David Ogilvy). Headlines located below the illustration pull 10% more
readers (research by Simmons).
6. Emphasis
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7. White Space
Principles of Layout
A good layout takes into consideration the principles of balance,
proportion, movement, unity, mood, photography drawing, colour,
typography.
1. Balance
Balance may be defined as a matter of weight distribution. In layout,
it is related to the optical center of an advertisement. All the elements must
be in equilibrium and this can be achieved through balance.
2. Proportion
Proportion is related to balance but is concerned primarily with the
division of the space and the emphasis that need to be accorded to each
element. Proportion also involve the tone of the advertisement, that is, the
amount of light area in relation to the dark area, the amount of colour
required or the decision to avoid colour.
3. Movement
The eyes follow a particular movement. While designing, the
designer must take care of the element of movement in a deliberate
manner. For example, if a character in the advertisement is gazing in a
particular direction, the possibility is that the reader will follow the
movement of the gaze. This ensures that the reader will follow of being
read.
4. Unity
The term unity means the unification of the layout. All the elements in
the advertisement must be united to form a composite whole. This is
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achieved when the elements tie into one another by making use of the
same basic shapes. Unity can be achieved by grouping the elements, by
encasing the advertisement in a border, by aligning one element with
another, or by the overlapping of elements.
5. Mood
Size, textures, colours, and the type all contributes towards creating
a mood for the advertisement. It is always ideal to choose type from one
family create the right harmony and mood. Similarly, the use of white space
also creates the appropriate mood.
6. Photography
Pictures in advertisements create a feeling of immediacy, live action,
speed, empathy, association, and flexibility. The pictures encompass a
variety of subjects and objects. These are selected on the basis of the aim
of the advertisement.
7. Drawings
Drawings are used in advertisements when the visualiser feels that
their impact will be more then that of photographs.
8. Colour psychology
Advertising cannot be complete without role of colour. Colour adds
realism, apart from beauty and distinctiveness. The right blend of colours
adds a dash of magic to the advertisement. Colours have a psychology of
their own and various colours depict various moods.
The best colors for advertising are those that make people
comfortable or stimulate their senses. A color scheme that incorporates
warm colors encourages people to linger, leading restaurants to choose
deep burgundy, burnt orange and similar colors. They stimulate warmth
and comfort, and when people relax over dinner, they are more likely to
enjoy a leisurely dessert or a nice cup of coffee, thus spending more
money.
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Hot colors are some of the best colors for advertising when it comes
to products like fast food. Bright red and yellow are hot colors, indicative of
fire, and they stimulate excitement. Warm and hot colors will encourage
people to eat more, which translate to revenue.
Cool colors have their own niche. Colors like green and blue are
some of the best colors for advertising when it comes to over-the-counter
medicines and other health products. Blue is associated with tranquility,
and also represents water, a life force.
Colors like sky blue and certain shades of green can also be
effective, since they evoke the feeling of being outdoors.
According to research, black and white can be two of the best colors
for advertising. They are used to signify power and create a sense that the
company is highly professional. Often a splash of color, such as red, is
included to accent the starkness.
9. Typography
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The Unique Selling Proposition (a.k.a. Unique Selling Point or USP) is a
marketing concept that was first proposed as a theory to explain a pattern
among successful advertising campaigns of the early 1940s. It states that
such campaigns made unique propositions to the customer and that this
convinced them to switch brands. The term was invented by Rosser
Reeves of Ted Bates & Company.
1. Definition
2. Examples
1. Definition
In Reality in Advertising (Reeves 1961, pp. 46–48) Reeves laments
that the U.S.P. is widely misunderstood and gives a precise definition in
three parts:
ii. The proposition must be one that the competition either cannot, or
does not, offer. It must be unique—either a uniqueness of the brand
or a claim not otherwise made in that particular field of advertising.
iii. The proposition must be so strong that it can move the mass millions,
i.e., pull over new customers to your product.
2. Examples
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Some good current examples of products with a clear USP are:
Domino's Pizza: "You get fresh, hot pizza delivered to your door in
30 minutes or less -- or it's free."
FedEx: "When your package absolutely, positively has to get there
overnight"
M&M's: "Melts in your mouth, not in your hand"
Wonder Bread: "Wonder Bread Helps Build Strong Bodies 12 Ways"
Copy Testing
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Constant and periodic evaluation or testing of the ad campaign or
copy at various stages is required to judge the effectiveness of the
campaign.
1. Pre-testing
2. Concurrent testing
3. Post-testing.
1. Pre-testing
This is conducted after the creative execution is over and before the
advertisements are placed in the media.
Pre-Testing
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i. Concept Testing:
A. Method
Alternatives are exposed to consumers who match
the target audience.
Reaction and evaluations are sought through focus
groups, direct questioning, surveys, etc.
Sample sizes depend on the number of concepts and
the consensus of responses.
B. Output
Qualitative and quantitative data evaluating and
comparing alternative concepts.
A. Animatic Rough
• Succession of drawings/ cartoons.
• Rendered art work.
• Still frames.
• Simulated movement: planning/ zooming of
frames/ rapid sequence
.
B. Photomatic Rough
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• Succession of photographs.
• Real people/ scenary.
• Still frames.
• Simulated movement: planning/ zooming of
frames/ rapid sequence
1). Laboratory
• Consumer Juries
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2). Field
2. Concurrent testing
This is done while the campaign is running i.e. when the ads have
been placed in the media. The reaction of the target audience to the ads
(including the recognition, recall, etc.) is collected through research. If the
ads are being liked by the target audience and doing well in terms of
increasing sales, then no changes are required otherwise the necessary
change are brought about to make the ads more attractive, appealing and
acceptable.
3. Post-testing
This is done after the campaign is over i.e., after the ads have
been published aired or broadcast for the duration decided. The results are
matched with the original objectives (both advertising and marketing
objectives).
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Post-Testing
Method
Recognition
Association Attention
Recall Test Test
Test Test
1. Recall Test
2. Recognition Test
3. Association Test
This test measures the degree of brand name learning among its
users. The advertiser attempts to know consumer’s association of brands
with some benefits or the other. In the association test, the reader is pr
ovided with clues or ideas with which he is asked to associate a brand
name.
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4. Attention Tests
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Plagiarism
Plagiarism, in its simplest sense, means copying. Plagiarism could
be called conceptual larceny. It appropriates the creative platform of
another ad. In India, sometimes we find that our ads are Xeroxes of some
popular western campaigns. Creative people in the ad agencies refer to
one show (for film/ print ads), black book (for photography), design and art
direction and the creative circle award for films. Plagiarism affects the
creative process adversely.
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Case Study
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TempTaTion Campaign
Agency: Contract
Background
The current state of market.
The need gap analysis.
Campaign Objective
To create a new premium category in the chocolate market.
To communicate to the chocolate lover segment the availability of a
truly international chocolate eating experience.
The target audience
Going beyond demographics and understanding the real chocolate
lover
The importance of taste, the eating experience- what it should be,
what it means
Creative strategy
Brand positioning
The brand proposition
The communication objective
Challenges faced while developing communication
Bringing It Alive in Media
The strategy
Conventional Media supported by Innovation
For example:- TV, Outdoor, Press
Innovations
Web site- www.temptationsworld.com
Contest linked to purchase
Advertising at ATM kiosks
sampling exercise at restaurants
Week- Long Promotion at Crossword Book Store
Cinema Slide- before the movie
Evidence of Result
Objective Achieved
Sales
Market share
Brand awareness
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KineTiC sTyle
Agency: Mundra
The strength of Scooty being lower cost, the key segment that used it was
the college going teenagers in India, although it carried a disadvantage of a
lower powered engine (60cc.). It was preferred gearless scooter for those
who could not afford a Kinetic.
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Also, research threw up the fact that for young male collegians, a
scooterette served as a surrogate motorcycle- Their ultimate dream. Also, a
scooterette was seen to be a grudge purchase since parents were decision
makers. A product proposition of better power and comfort would appeal
more giving them vicarious pleasures of owning a motorcycle.
“Collegians rarely traveled single. They always moved around in pairs with
friends.”
While twins fought for comfort all along their childhood trying to fit
into spaces like a bathtub and a swing, the moment they find themselves
on a Kinetic Style, their fights cease. They now had found a vehicle that
was perfectly “Made for two.”
Press and outdoor was used to launch the style regionally, and then
TV followed it in a mix of regional and national channels.
Kinetic thus romped home with more sales and improved brand
image……….in Style
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HiTaCHi air-CondiTioners:
“perfeCT!”
Market Scenario
The market for Room Air- conditioners was small and crowed with
entrenched players and multi- product, multi- national brands. The market
was largely undifferentiated and besotted by “me-too” functional and
cooling claims and category clichés. The presence of a large unorganized
sector, the small market size and historically “low involvement” nature of
the product ensured that the market was highly price sensitive. Brands rely
heavily on dealer push, familiarity and incentives.
Market challenge
To penetrate this market with at least 50% growth without
compromising on a price premium of at least 10% (on the assumption, that
the market will grow at about 30% which was the reported growth for the
previous year).
To that end it was imperative to- build awareness- create salience for the
brand as a superior technology product (in a market where technology had
never been driver).
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Thereby create a place for Hitachi’s technology in a market that had
not seen any significant product improvement for many years.
Creative Strategy
Step 1.
Create a brand halo: “Logi Cool”. Logi Cool became both an umbrella
and a hook that delivered credibility and value.
Step 2.
Bring alive the technology.
For those who seek perfection as a creative platform allowed us to deliver
the brand’s core proposition, in a manner that not just engaged but
appealed to the core target group. It brought to the fore Hitachi’s ability to
cater to a very basic insight: the “perfect temperature” is a very personal
need. The bald, bearded, fussy protagonist, who ran across
communication, delivered an extreme and exaggerated version of the
brand’s obsession with “perfection”.
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Magazine advertising meanwhile delivered the “Brand Hitachi.”
The brand showed very positive scores on “technology”, among the set
of “spontaneously aware consumers”.
The market failed to grow at even a third of its projection, but the brand
exceeded its targets.
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World searCH CHampionsHip
In a unique endeavor Yahoo! Search went on the look out for the
World Champion in Search. World Search Championship is aimed at
today’s generation that is constantly seeking the 'New' and provides them
with a completely new experience on Search. The championship had
randomly generated questions thrown up to users and had pre-populated
Yahoo! Search bar which was programmed to pick up the relevant query,
giving the user an advantage and opportunity to experience the Search.
And the platform engaged and how. The Search Championship drew
1.3 MM Unique Users and close to 10 MM Page Views. Also many of the 5
lakh users, who registered on the site, opted for a Beat Test Drive,
delivering its core target audience to Chevrolet.
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CoCa-Cola "open Happiness" Campaign
The case is about Atlanta-based beverage giant Coca-Cola
Company's (Coca-Cola Company) global integrated advertising campaign
"Open Happiness". The campaign was launched in the first half of 2009 in
markets around the world with the aim of increasing sales of sparkling
beverages of the Coca-Cola Company. At a time when the weakened
economy was sapping soft drink sales, the "Open Happiness" campaign
invited people around the world to refresh themselves with a Coke and
continue to enjoy the simple pleasures of life.
The case also focuses on the "Coke Side of Life" launched in 2006 to
revive sales of Coca-Cola. The "Coke Side of Life" campaign invited people
to choose Coke and live positively. The objective of the campaign was to
make Coke more relevant to customers by creating a multi-cultural platform
in markets across the world. With the global economic recession and with
consumers drifting towards non-carbonated drinks, the company was
facing many difficulties. In order to boost its sales, the company decided to
create a new campaign and roll it out globally.
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niKe’s “JusT do iT” adverTising Campaign
According to Nike company lore, one of the most famous and easily
recognized slogans in advertising history was coined at a 1988 meeting of
Nike’s ad agency Wieden and Kennedy and a group of Nike employees.
Dan Wieden, speaking admiringly of Nike’s can-do attitude, reportedly said,
“You Nike guys, you just do it.” The rest, as they say, is (advertising)
history. After stumbling badly against archrival Reebok in the 1980s, Nike
rose about as high and fast in the ‘90s as any company can. It took on a
new religion of brand consciousness and broke advertising sound barriers
with its indelible Swoosh, “Just Do It” slogan and deified sports figures.
Nike managed the deftest of marketing tricks: to be both anti-establishment
and mass market, to the tune of $9.2 billion dollars in sales in 1997. —Jolie
Soloman “When Nike Goes Cold” Newsweek, March 30, 1998 The Nike
brand has become so strong as to place it in the rarified air of recession
proof consumer branded giants, in the company of Coca- Cola, Gillette and
Proctor & Gamble. Brand management is one of Nike’s many strengths.
Consumers are willing to pay more for brands that they judge to be superior
in quality, style and reliability. A strong brand allows its owner to expand
market share, command higher prices and generate more revenue than its
competitors. With its “Just Do It” campaign and strong product, Nike was
able to increase its share of the domestic sport-shoe business from 18
percent to 43 percent, from $877 million in worldwide sales to $9.2 billion in
the ten years between 1988 and 1998. Nike spent $300 million on overseas
advertising alone; most of it centered on the “Just Do It” campaign.
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product itself, but on the person wearing the product. Heroes and hero
worship abound on the Nike campus in Beaverton, Oregon.
The new ads retained that attitude, but several of the original 12
“Just Do It” ads incorporate jokes, explicit and implicit, to make their point.
The Bo Jackson ad stands out. Jackson is seen working out at several
different activities, joking while on a bike machine, “Now when is that Tour
de France thing?” and after slam dunking a basketball contemplates “Air
Bo.” “I like the sound of that,” he says. The “Just Do It” campaign received
mixed ratings, ranging from “an instant classic” to “sociopathic.” One critic
went so far as to say the ads were “an impatient bordering- on-
contemptuous exhortation to the masses. Cool is one thing. Poverty of
warmth is another.” Eventually the campaign was credited with embracing
not just resolve and purpose, but also the “beauty, drama and moral uplift
of sport—even, every now and then, fun.”
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became a self-fulfilling image prophecy: if you want to be hip, wear Nike; if
you are hip, you are probably wearing Nike. The “Just Do It” campaign was
able to turn sweaty, pain-ridden, time-consuming exercise in Nike sneakers
into something sexy and exciting. Perhaps most importantly, even those
who were not in fact exercising in Nikes (the vast majority) still wanted to
own them. By focusing on the aura and image conveyed by the fitness
culture, Nike was able to attract those who wanted the image without
incurring the pain. RES3:990108 3
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vodafone essar's adverTising sTraTegy
THe 'ZooZoos' Campaign
Introduction
In April 2009, India-based Vodafone Essar Limited (Vodafone Essar),
a subsidiary of mobile network operator Vodafone Group Plc. (Vodafone)
based in the UK, launched an innovative advertising campaign that caught
the imagination of both the public and advertising experts.
Soon after they were aired on television, the Zoozoos and the ads
became really popular.
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Despite the high brand recall that this advertising campaign ensured
for Vodafone Essar, not everyone was impressed by the company's ad
strategy. Some analysts were doubtful about whether the ads would attract
people living in the semi-urban and rural areas of India. They also
wondered whether the popularity of the Zoozoos advertising campaign
would actually help the company increase its revenues...
Excerpts
Vodafone entered India in December 2005 by acquiring a 10 percent
stake in Bharti Ventures Limited (Bharti) which later became Bharti Airtel
Limited. However, as Bharti later ruled out further dilution of its stake,
Vodafone started considering other options to increase its market share in
India...
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The Launch
On April 20, 2009, Vodafone Essar launched the Zoozoos
advertising campaign. During the IPL-Season 2, a total of 30 different TVCs
including Cricket Alerts, Beauty Alerts, Phone Backup, Chhota Credit,
Vodafone Maps, Vodafone Call Filter, Live Games, Musical Greetings, etc.
were aired (Refer to Exhibit VI for Screenshots of some of the
Advertisements)...
The Response
In April 2009, as the TVCs started being aired on television, they
created the necessary buzz both in traditional as well as in social
networking sites like Facebook, and Twitter and video sharing website,
YouTube.
All the TVCs were available both on YouTube and Twitter. For the
week ended April 25, 2009, one ad on fashion tips was viewed 13,000
times on YouTube. On Google.co.in, the word 'Zoozoo,' became the third
highest search word on May 04, 2009...
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References
3. Advertising.indiabizclub.com
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