Study circle seminar on Advertising copy in Print Media

-Shifali Mandhania AMSSOI

Advertising and Print Media

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ADVERTISING

The power of advertising can be amazing. It is a creative marketing tool whose influence may go far beyond the marketers intended purpose.

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The nature of Advertising

A persuasive message Carried by a non-personal medium Paid for by an identified sponsor. One way communication Lack of direct feedback Supports other promotional efforts

Advertising planning and development process

Marketing Strategy Advertising Objectives Advertising Budget

Creative Strategy Advertising Production

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Media Strategy Execution & Evaluation

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SPECIFIC ADVERTISING OBJECTIVES

Increase product consumption Generate sales leads Increase brand awareness Increase repeat purchases Support personal selling efforts
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Indian Media : Key Facts

India has grown to be one of the largest television markets of the world India produces the highest number of feature films in the shortest time Second largest market in the world for newspapers The country consumed 99mn newspaper copies in 2007 The largest network of radio stations and transmitters All India Radio (AIR) has 23 stations and 361 transmitters covering 91.42% of the population Eighteenth largest country in the world in terms of broadband Internet users By 2008 India had a total of 60mn Internet users comprising 6.0% of the country's population, and 4.01mn broadband Internet users
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Popular Forms of Media In India

Indias mass media culture, a system that has evolved over centuries, is comprised of a complex framework

Popular forms of Media in India

Print
(Newspapers, Tabloids, Magazines etc.)

Television

Radio

Internet

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Total Ad Spend in India in 2005: US $ 3001 Million

Press (47%) $ 1416 m TV/Cable/ Video / Satellite (40%) $ 1209m

OutDoor (6.8%) $206m

Radio (1.9%) $ 59m

Cinema (2.9%) $ 88 mn

INTERNET (0.7%) $ 23m

Press clearly continues to dominate the Indian media scene

Source: TAM ADEX - 2006
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Print Media Key Facts

Print
(Newspapers, Tabloids, Magazines etc.)

Television

Radio

Internet

The Indian print media segment includes

Newspapers Magazines Books

Indian print media is one of the largest in the world

Over 800 registered publications Printed in 18 languages Reach over 55% of the population everyday

Highly fragmented industry

Multiple players in every region giving rise to the importance of regional dominance Divided on the basis of languages
Vernacular Hindi English - 46% - 44% - 10%

The content and circulation of English-language newspapers, are largely focused on the primary urban centers

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The 2008 Indian Readership Survey

Print
(Newspapers, Tabloids, Magazines etc.)

Television

Radio

Internet

English readership in India larger readership in urban areas Approximately 7% of the population in urban areas Only 0.3% of the population in the rural areas Hindi readership in India proportionately larger readership in rural areas Approximately 15% in urban areas 5% in rural areas Largest read Hindi language newspapers Dainik Jagran (55.7mn readers); Rajasthan Patrika(14mn readers) Largest read English language newspapers The Times of India (13.3mn readers); Hindustan Times(6.3mn readers) Other widely read English papers include: The Hindu (5.2mn); The Indian Express (1.8mn) Largest read vernacular newspaper Published in Malayalam, The Morning Bell (9.7mn readers) has the largest circulation amongst regional languages
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Print Media Growth Key Factors

Print
(Newspapers, Tabloids, Magazines etc.)

Television

Radio

Internet

Booming Indian economy Literate population on the rise Increasing consumerism Entry of global brands in the country Opening of the sector to foreign investors

Newspaper companies entering newer regions and segments

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Indian Media Growth Rates

E&M Industry: Compound Annual Growth Rate (CAGR) between 2009-13 India - 10.5%; Global Industry - 2.7% Key factor improving economic conditions in India Print Industry: Projected growth over the period 2009-13 Projected growth of 5.6%, touching $ 4.26bn in 2013 from $3.24bn in 2008 Newspaper Industry: Projected growth over the period 2009-13 Estimated to grow to $112 billion, the magazine segment is valued at $16 billion Television Industry major contributor Estimated growth of 11.4% ($4.8bn in 2008 to $8.4bn by 2013) Film Industry: Projected growth over the period 2009-13 CAGR of 11.6% over the next five years, touching $3.7bn in 2013 from $2.14bn in 2008
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3 Creative Decisions
Identify Product Benefits

Components of Creative Decisions

Develop and Evaluate Advertising Appeals Execute the Message Evaluate the Campaigns Effectiveness

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Advertising Appeals

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Advertising Appeals

Fear Sex Rational Emotions

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What is an Advertising Appeal?

Refers to the approach used to attract the attention of consumers and/or to influence their feelings toward the product, service, or cause. Something that moves people, speaks to their wants or need, and excites their interest. The underlying content of the advertisement movie script.

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Deciding on an Advertising Appeal Review Creative Brief (specifically objectives section) The nature of the product The preferences of the client (very important) Common sense and gut feeling

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Fear Appeal
Increases viewer interest in the ad and the persuasiveness of the ad. Used with health and beauty products, idea marketing, insurance. Most experts believe that a moderate level of fear is most effective.
Eg:United India insurance

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Fear Appeal
Print Ad Example This ad reminds people of the dangers of overexposure to the sun.

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Advertising and Print

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Sex Appeal Subliminal techniques Sexual suggestiveness

Axe -

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Rational Appeals
Based on ELM and Hierarchy of Effects model. Print media is well-suited for rational appeals. Used by business-to-business advertisers. Well-suited for complex and high involvement products.
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Emotional Appeals Based on three ideas:

Consumers ignore most ads. Rational ads go unnoticed. Emotional ads can capture attention.

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Viewed by creatives as key to developing brand loyalty. Uses peripheral processing route. B-to-B advertisements using more emotional appeals. Works well when tied with other 22

Hierarchy of Effects Model

Cognitive Awareness Affective Knowledge

Conative
Liking Preference Conviction Purchase
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Executing the Message

Scientific
Musical

Dockers Goodyear

Slice-of-Life
Lifestyle

Demonstration

Common Executional Styles

Real/ Animated Product Symbols

Spokesperson/ Testimonial

Mood or Image

Fantasy Humorous
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 Creative execution refers to the manner in which an

advertising appeal is carried out or presented

A particular advertising appeal can be executed in a

variety of ways and this means of execution can be applied to a variety of advertising appeals

The impact of the message depends not only on

what is said but also on how it is said

Any message can be presented in different

execution styles

Message execution can be decisive

1. Straight - sell or factual message

this type of execution relies on a straightforward presentation of information about the product or service such as specific attributes or benefits

2. Scientific/technical evidence
a variation of the straight sell where scientific or technical evidence or information is presented in the ad to support a claim

3. demonstration
this type of execution is designed to illustrate the key advantages or benefits of a product or service by showing it in actual use or in some contrived or staged situation

4. comparison
this type of execution involves a direct or indirect comparison of a brand against the competition

5. testimonials
advertisers present their advertising messages in the form of a testimonial whereby a person speak on behalf of the product or service based on his or her personal use of and/or experiences with it

6. SLICE OF LIFE
This type of execution is often based on a
problem/solution type of format, a real-life situation

7. animation
this technique uses animated characters or scenes
drawn by artists or on a computer for advertising targeted at children

8. Personality symbol
this type of execution involves the use of a central
character or personality symbol to deliver the advertising message and with which the product or service can be identified

9. fantasy
this type of appeal is often used for image advertising
by showing an imaginary situation or illusion involving a consumer and the product or service

10. dramatization
this execution technique creates a suspenseful
situation or scenario in the form of a short story

11. humour
humour can be used as the basis for an advertising
appeal

12. lifestyle
shows how well the product will fit in with the
consumer's lifestyle

13. Mood or Image

builds a mood or image around the product, such as
peace, love, or beauty

DeBeers ads depicting shadowy silhouettes wearing diamond engagement rings and diamond necklaces portray passion and intimacy while extolling that a "diamond is forever."

14. musical
conveys the message of the advertisement through
song

15. Culture or Tradition

connects with the culture or traditions to convey the
message. Cadbury celebration ads leverage the festive occasions

16. surrogate
this kind of a technique is more like a proxy for a
product, where there is a substitute product used to depict the brand

17. social
public service advertising that seeks to spread
awareness for the benefit of the community

18. combinations
many of these execution techniques can be combined in presenting an advertising message for example, slice-oflife ads are often used to demonstrate a product or make brand comparisons

Planning The Best Message What should an ad accomplish 1. Gain attention and interest 2. Inform and persuade 3. Lead to the person buying

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Planning The Best Message Copy Thrust

the words you say to get the attention 1. Copy - the text 2. Thrust - the intention, direction

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Planning The Best Message A I D A A - Attention I - Interest D - Desire A - Action

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Advertising copy

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Copy
It includes all the elements of an advertising message, whether printed or broadcast. In print media : it includes the heading, sub-heads, picture, captions, slogans, & body copy, TM, Company logo, mascot, borders & other illustrations & visual symbols.

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Developing Print Advertisements

Print advertisements have four key elements: Headline Copy Illustrations Signature Some ads also include a company slogan.

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Headline Usually at the top or bottom of the ad, that attracts attention, communicates a key selling point, or achieves brand identification. Purpose:
Give news about the brand Emphasize a brand claim Give advice to the reader Select prospects
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Continued
Stimulate the readers curiosity Identify the brand

Functions :
It establish a link with the target audience It is an attention getting device It should move us / Propel us to read the further copy It is the essence of the whole ad. 52

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Guidelines for writing headlines Limit headlines to about 6 to 8 words Inject the maximum information in the headline Include the brand name in the headline Use simple, common, familiar words.
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The subhead It consists of a few words as a short sentence & usually appears above or below the headline Stimulates a more complete reading of the entire ad. In many cases, the subhead is more lengthy than the headline & can be used to communicate more complex selling points. 54

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The body copy It is the textual component of an advertisement & tells a more complete story of a brand. Techniques for preparing body copy:
Straight line copy Dialogue Testimonial Narrative Direct response copy

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Copywriting for Print Ads: The Headline

Functions
Gives news about the brand Emphasizes brand claims

Gives advice to the reader

Selects targeted prospects Stimulates curiosity Establishes tone & emotion Identifies the brand
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PPT 12-56

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Ad in Context Example
Here is a classic case of a headline offering the reader advice.

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Copywriting for Print Ads: The Headline

Guidelines for writing headlines
Be persuasive Appeal to self-interest Inject maximum information Limit to five-eight words Include the brand name Entice to read body copy

Entice to examine visuals

Never change typeface Never rely upon body copy

Keep it simple & familiar

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PPT12-58

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Copywriting for Print Ads: Subheads

Functions
Reinforce the headline Include important information not communicated in the headline Communicate key selling points or information quickly Stimulate more complete reading of the whole ad The longer the body copy, the more appropriate is the use of subheads

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Advertising and Print

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Ad in Context Example
This ad follows all the guidelines for subheads.

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PPT 12-60

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Print Advertisements Illustration examples

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Print Advertisements Signature

Brand mark, or logo that is the identification symbol for the business or product

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Print Advertisements Signature examples

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5 Crisis Management

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Chas e Your Dream When you were a little kid, what did you want to become? Baseball Player? Ballerina? Or Teacher? Engineers and designers of Lexus put a great amount of time and effort into their ultimate machines. Here, their dreams come true.

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Message The main purpose of this ad is to reinforce the Lexus brand image. Although ads commonly introduce specific models, others (like this one) can create positive opinions about a company. Headline Copy: The headline of this ad, Chase Your Dream, inspires the reader and creates a curiosity to read further. Although this headline does not talk specifically about the car, it effectively encourages the reader to look at the rest of the ad. Visuals and Layout: The picture of a Lexus provides a strong image of the car as well as of the Lexus brand. This layout was well-planned because the headline is large at the top of the page with a small paragraph below. The oversized picture makes the reader want to own a luxury car.

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Bad advertisements

My question is, who is the marketing target here? Is it the man or the wife who uses it? If the woman is going to use it, why insult her? If I gave my wife a mixer
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Crisis Management

Because if my doctor chose Camel, Id choose another doctor. I wonder if they meant 08/06/2011 they choose Camel because it brings them more Cancer patients? I digress.

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Objectives of the study

To understand the role and significance of the copy in print advertisements in creating the desired communication impact.
To analyze select ad copies used across product categories and media vehicles. To study the relationship between the copy type, product type and media vehicle type. To analyze if there is a correlation between ad recall rate, copy type and product category

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Research Methodology: Research Design: A descriptive-experimental research design is being used to analyze the findings. Data collection: The study has been planned to be conducted in two parts In the 1st part select sample of 500 print advertisements in select product category across media vehicles will be analysed to fulfil the first three research objectives In the second part a AD Recall test has been planned, where the Select Print Advertisements will be subject to select consumer Tests to know the rate of recall and the reasons for recall. The objective is to understand if the recall rate and copy type share a relationship or not.

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Source: 500 print advertisements across various media categories have been subject to analysis. These advertisements will be collected from sources like magazines and news papers spanned over last 3 years. These advertisements in cluster will be administered to AD Recall test among a sample of respondents to analyse the recall rate and copy influence. Sampling: Selective random sampling will be used for collecting and classifying the data and further analysis. Analysis: The data collected will be subject to statistical analysis using the advanced applications and the findings will be presented. A model will also be suggested in relation to the study objectives
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5 Crisis Management

Print media industry is projected to grow by 5.6% over the period 2009-13, reaching to Rs.213 billion in 2013 from the present Rs. 162 billion in 2008. The relative shares of newspaper publishing and magazine publishing are not expected to change significantly and are expected to remain the same at around 87% in favour of newspaper publishing. Magazine publishing is expected to grow at a higher rate of 6.5% as compared with newspaper publishing which is expected to grow at 5.6% for the next 5 years
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5 Why study ad copy

Writing effective ad copy is arguably the most important practice you can undertake as a paid search advertiser. Given its importance, its surprising that no comprehensive study of ad copy has ever been published. While countless articles have been written on this subject, no one has (to our knowledge) assembled a database of ad copy to determine what, if any, best practices can be gleaned from analyzing this data systematically. We set out to do just this. We structured our study with two goals in mind. First, we wanted to identify the most effective ads currently being displayed on Google. Second, we wanted to examine these ads to determine if there were general rules that search marketers could follow to write 73 08/06/2011 better ads