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10
BEST IDEAS COME AS A JOKE. MAKE YOUR THINKING AS
FUNNY AS POSSIBLE – DAVID OGILVY
Layout of ad
is usually this
as it follows
the
Direction of
Eye
Movement
LAYOUT
Cluttered with
lot of graphics
Jigsaw puzzle
Order of some kind is helpful
Visual path usually top to bottom – elements to follow the
visual path
Contrast – white over black and black over white more
attention grabbing
Unity – it is the opposite of contrast – a cohesive look
works
Closure (Gestalt Principle) – missing objects will be filled
Similarity of visual characteristics – will be grouped
together mentally
Proximity – objects put closure together will be perceived
as similar
Figure and ground – similar together as figure unrelated as
ground
Continuity – eyes continue to move in a direction until
something contrasting breaks the continuity
HEADLINES
• Taglines or Slogans:
Catchy and memorable phrases to conclude and
wrap up an ad idea
Body Copy :
• Main text of an ad & Completes the message presented by a
headline
COPYWRITING APPROACHES
Customary Approach-
miniature essay type ,
Story Approach- narrative
– first person or third
Dialogue
focus on headline points person Approach
• Grabs attention,
sets a mood, builds
brand identity,
provides realism…
TYPOGRAPHY
• Decisions regarding typefaces, point size, line length, leading,
letter spacing, etc.
PERSONALITY?
RADIO
• Examples ?
TIPS FOR GOOD SCRIPT WRITING &
PRODUCING FOR RADIO
• Using the right voice
• When you have nothing to say – sing it
• Make one point – focus on one strong differentiator
• Stick to the IMC campaign theme – radiotize it !
• Humor & Fear appeal to be used prudently
• Create sonic brand elements –sound logo; jingles etc.- to be used over a
period of time
•
POPULAR STRUCTURES OF
RADIO COMMERCIALS
One Voice Dialogue Multi-voice Celebrity
• Video
• Text
MAKING A TVC
Review the Think Use
Brief Pictures Narrative
Edit/Post-
prodn Work
Costumes
Props
& Makeup
Casting Art
Length Lighting
Setting Pacing
Camera
Scenes & Production
Shots &
Shots Decisions
Moves
EVALUATING CREATIVES *
• Intrusiveness: measure of the ads ability to break through the clutter and
earn a place in the consumer’s mind
– Unaided recall – correct brand
– Proved unaided recall
– Proved brand aided recall
• Communication: is the lead idea getting communicated ?
• Persuasion: ad’s ability to generate favorable brand attitudes
– Purchase intent
– Standard brand attitude measure
• Commercial Reaction
– Standard ad attitude measures
TYPICAL STRUCTURE OF TELEVISION COPY
TEST
• Show a sample of 200 respondents a 30 minute program with test ad imbedded
• Program is broadcast on a cable channel so respondents may view the program in
their homes
• The day after viewing, respondents are contacted and asked questions regarding copy
testing measures
• This may be both aided and unaided recall
• Purchase intent can be ascertained with a pre-post exposure measurement
– Prior to watching, respondents are asked what brand they are likely to purchase
next time
– After exposure, respondents are asked what brand they would like for free
COPY TESTING PRECAUTIONS