|



  
2Basic components are head line , body
copy, visual or illustrations and layout

2Head line and body copy portions of ad are

the responsibilities of copy writers

2 visual presentation is the responsibility of

art director

2Art
director and copy writer must work
together to design layout or arrangements
of various components in the ad
 |omponents of print
advertising
HEAD LINES
# Words in the leading position of the
ad
# these words are positioned to draw
the attention
# usually set in large font
# generally people look at head line in
advertisement , 20% only go beyond
head line and read copy of AD
 0
ES OF HEAD LINES

DIRER|0 HEAD LINES : Straight forward

and informative.
2 Direct headline includes offering a
specific benefit , making a promise.
Indirect head lines : 0hese are not straight
forward , they are most effective in
attracting readers.
0hey provoke curiosity.
 Body copy
2 Body copy is usually Heart of the ad
message
2 Dilemma: copy must be long enough or
short to capture attention of reader ?
2 |opy often flows from point made in head
line
2 |ontent depends on type of advertising
appeal / execution style to be used
Ex: straight sell or informational appeal
 Body copy

2 Various creative appeals / execution

styles: comparisons , price levels, humor ,
demonstrations E0|..
 Visual elements

2 It is often a dominant part of the print ad

2 It
works with a synergetic fashion with
the body copy and head line

2 Visual
portion must be message and
strong meaningful image
 |

2 Decisionsto be made regarding visual

portion are :

what identification mark should be

included (brand name , company or trade
name, logo).

use of photos, hand drawn or painted

illustrations.
 Lay out
2 Layout is how the key factors are
blended into finished advertisement.

2 Layoutis physical arrangement of

various parts of the AD , including
headline, body copy and illustration.
 |reative tactics for 0ELEVISION

2 |reating and producing commercials for

0V is a break through communication
2 Expensive process, on a cost per minute
basis.
2 0 V is effective advertising medium
because it contains elements of sight ,
sound and motion.
 |






VIDEO 

2 Visual portion generally dominates the

commercial.

2 Number of visual elements have to be

coordinated to produce a successful AD.

2 Decision regarding product , presenter action,

sequences demonstrations , settings , lighting ,
graphics, color and identifying symbols must be
considered.
 |omponents of 0V
commercials
AUDIO
2 Includes voice , music and sound effect.
2 0here may be direct presentation of spokes
person or a conversation among various people
appears in AD.

2 |ommon method of audio portion is voice over

.where message is delivered and action are
narrated on the screen by an announcer will not
appear on screen.

2 Musicprovides a pleasant background and help

to create the appropriate mood.
M

 MEDIA S0RA0EGIES and
IM
LEMEN0A0ION

0his chapter presents various methods of

message delivery available to marketer ,
examine some key considerations in
making media decisions and discusses the
development of media strategies and
planning.
 edia planning
2 edia planning is series of decisions involved in
delivering the promotional message to the
prospective buyers of the product or brand.

2 edia planning is a process which means a

number of decisions are made.

2 edia plan is the guide for media selection, it

requires the development of specific media
objectives And specific media strategy.
 edia plan
2 edia plan determines the best way to
get the advertisers message to the
market in a basic sense.

2 0hegoal of the media plan is to find that

combination of media that enables the
marketer to communicate the message in
most effective manner to the largest
number of potential customer at the low
cost.
 


 



 


edia mix
2A wide variety of media and media
vehicles are available to advertisers .
2 0he objectives sought , characteristics of
product or service, the size of the budget
and individual preferences are just some
of the factors that determine what
combination of media will be used.
used.
 Media mix
2 Ex1: consider a promotional situation in
which a product requires visual
demonstration to be communicated
effectively.
in this case , 0 V may be the most
effective medium.
EX2: If the promotional strategy calls for
coupons to stimulate trial, print media
may be necessary. for in-
in-depth
information, the internet may be best
best
 Media mix
0arget market coverage

2 0he media planner determines which target

markets should receive the most media
emphasis.
2 Developing media strategy involves matching
the most appropriate media to this market by
asking , through which media and media
vehicles can I get best my message to
prospective buyers?
2 Optimal goal is full market coverage.
 edia mix
Budget considerations
2 | e  he p
  dec
 develpe  f ed 
egy.
2 0he vlue f he 
egy c be
dee
 ed hw well  delve
 he
ee  he  e e wh lwe 
 le we .

 

 
 

Mass coverage , Low selectivity , short
   high reach, message life, high absolute
impact of sight , cost , high production cost
sound and
motion, high
prestige , low
cost per
exposure,
attention getting

Local coverage, Audio only, low attention


 low cost, high getting
frequency,

otential segment, Visual only,
Magazine
quality reproduction

|
 
|

,high 
information
content, longevity ,
multiple readers

High coverage, low cost, Short life , low attention

News paper can be used for coupons, getting capabilities,
selective reader
exposure.

Outdoor |ost effective, opening Glance medium, it

door for all advertisers, draws 2 to 3 min of
80% less expensive readers attention.
than tv and 60%less
expensive than news
paper.