1. 1 ADVERTISING MANAGEMENT Lecture 4 COPYWRIGHT AND DESIGN Prof Soumitra Mookherjee

2. 2 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

3. 3 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 …

4. 4 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.

5. 5 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.

6. 6 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, cc 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.

7. 7 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

8. 8 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.

9. 9 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.

10. 10 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.

11. 11 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.

12. 12 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

13. 13 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.

14. 14 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 ADVERTISING APPEALS: OTHER VARIETIES

15. 15 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. ADVERTISING APPEALS: OTHER VARIETIES

16. 16 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! ADVERTISING APPEALS: OTHER VARIETIES

17. 17 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. ADVERTISING MESSAGE STRATEGY

18. 18 Message or Creative Formats 1.Testimonial 2.Association and symbolism. 3.Photography 4.Exaggerated situations. 5.Made-up phrases. 6.Honest Twist. 7.Fear. 8.Humour 9.Comparisons. ADVERTISING MESSAGE STRATEGY

19. 19 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. ADVERTISING MESSAGE STRUCTURE

20. 20 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. COPYWRITING AND DESIGN

21. 21 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. COPYWRITING AND DESIGN

22. 22 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. COPYWRITING AND DESIGN

23. 23 COPYWRITING : EXAMPLES WEB PROMOTIONS FOR INCREASING CONVERSIONS

24. 24 COPYWRITING : EXAMPLES WEB PROMOTIONS FOR INCREASING CONVERSIONS

25. 25 COPYWRITING : EXAMPLES E-MAIL MARKETING

26. 26 COPYWRITING : MAGAZINE AD Taking Advantage of lower long distance tariffs

27. 27 COPYWRITING: PRESS RELEASE

28. 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. 28 DABUR - Coconut Oil DENTAL CARE - LONDON

29. STORY BOARDS 29 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.

30. FASHION STORY BOARDS 30

31. STORYBOARD: TV COMMERCIAL 31

32. STORYBOARD: TV COMMERCIAL SPICE MOBILES 32

33. LAYOUTS/ ILLUSTRATIONS 33 One can improve the effectiveness of those ads with just a few time- proven design strategies. When readers look at your ad what do they see first? Research indicates that readers typically look at: 1.Visual 2.Caption 3.Headline 4.Copy 5.Signature (Advertisers name, contact information)

34. LAYOUTS/ ILLUSTRATIONS 34 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.

35. LAYOUTS/ ILLUSTRATIONS 35 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

36. LAYOUTS/ ILLUSTRATIONS 36 An illustration is a displayed VISUALIZATION FORM 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.

37. LAYOUTS/ ILLUSTRATIONS 37 Cartoon Illustration Comedy Show in Theatres

38. LAYOUTS/ ILLUSTRATIONS 38 Magazine Ad Illustration Body Scanners Magazine Ad Illustration Car Accessory Firm