Chapter Number Six Message Execution Modular: Afjal Hossain, Assistant Professor, Department of Marketing, PSTU Kenneth K. Clow & Donald Baack “Integrated Advertising, Promotions and MCs” 2 nd ed.

 The ways to which the message is developed is called message execution.  5 stages to be considered: 1.Message Storytelling I have a cow, the cow has a buffalo, it is to be feed in the field daily etc……….. In the 1 st day of my University life nobody looks at me, but in the 2 nd day every body is close to me because….. 2.Tone & Style 3.Words (copywriting) 4.Pictures (Art direction) 5.Consistency Message Execution

Message execution can be for: 1) Print Advertising Display (ex: Banner, Billboard, Electric Board) Body Copy (ex: Newspapers, Books, Magazines, Brochures, Direct mail pieces) 2) Electronic Advertising Radio Television Internet Message Execution (continued)

The text that are used in the display, are larger font size than body copy. This type of advertising are mainly produced for easily reading the whole text. There are 3 steps to be considered: 1.Headline: Normally readers read the headline 3 to 5 times rather than the body copy. That’s why, it should be short and succinct. It should be one line with 8 words. But in some cases, it may be 2 lines. 2.Tagline: Tagline is the slogan that serves as a reminder of a brand or a company or a campaign theme. It may be a phrase or a proverb or a sentence. 3.Photo (from camera / computer generated or by developed by artist) Body copy: Body copy means the texts that describe the brand messages. Print Advertising (continued)

2. Print Advertising (Body Copy): Body copy are the texts that describe the brand message to attract the consumers easily and keep the message for a long time. 7 steps to be considered: Head line Sub headline, Underline, Over line Captions for the pictures (verbal explanations of the visuals) Call outs (mini captions/ explanations are used to describe all the possible benefits of the product) Tagline Signature/ Logo (a distinctive way of printing the brand name) Photo (from camera/ computer generated or by developed by artist)

3 types of Electronic Advertising: 1.Radio or Audio Advertising 2.Television/ Video Advertising 3.Internet/ Online Advertising Types of Electronic Advertising

1.Radio or Audio Advertising Radio provides entertainment and news to listeners who are generally busy doing something else – driving, washing dishes, reading papers or even studying etc. Radio listeners usually decide within seconds if they are going to pay their attention or not. To attract and hold listeners attention, radio copy must be designed to break through the clutter of the environmental stimuli. Types of Electronic Advertising (continued)

Radio Advertising needs: o Sound (not irritating i.e. car horns, alarm clocks etc.) o Count Lines (not more than 80 character line) o Time Period ( 5 seconds per 80 character with not more than 30 seconds) o Music (traditional not boom basting or may be jingles) Radio Advertising (continued)

2.Television/ Video Advertising  This type of advertising uses action, music setting, casting, special effects.  Pictures (live action film/ still photo/ animation). The film will be casting by celebrities  Scenery  Props  Lighting  Camera Angle  Sound  Time Period Types of Electronic Advertising (continued)

3.Internet/ Online Advertising a)Users are most likely to stay with those sites which contain high-quality contents, are easy to use, are quick to download, and are updated frequently. b)In the online design, all the photographs, type, film, sound, and games can be combined to each other. c)There are 2 basic types of online advertising:  Online advertising (usually presented as a banner)  Website (usually as a brochure) Types of Electronic Advertising (continued)

 Online Advertising (Banner) a)This is a small ad on some other company’s web page. b)In this type of advertising, normally used: o A headline (to catch the attention) o Slogan (convey an interesting idea) o Body copy (if possible) Internet Advertising (continued)

 Website Design (Brochure) a)An online brochure that gives the information about a company, as well as its products, brands, services and contact information. b)Normally 3 things to be considered: o Design an outline of the contents o A flow of chart that shows how the site will be navigated o How the links will perform Internet Advertising (continued)

The following list contains the guidelines for a website design: 1.Make the homepage work hard to establish your identity and tell what you to do? 2.Make the interface intuitive. People shouldn’t need training in order to use the site 3.Make contents prominent not complicated 4.Make navigation user-friendly 5.Don’t create too many levels 6.Make sure menu options are complete 7.Give users a way to return to the main menu using hyperlink 8.Use links rather than long periods of scrolling 9.Put navigation aids at both the top and the bottom of the page 10.Provide a site map Internet Advertising (continued)