ADVERTISING AND

PROMOTION MANAGEMENT
[APM]
Birat Shrestha
BBA, August 2018
LACM, KU
4. CREATING ADVERTISEMENTS
AND COMMERCIALS
 The Creative Team
• Creative Director – supervises the creative work
– Copywriter – develops verbal message, the copy
– Art Director – develops nonverbal aspect of the
message, the design which determines the visual
look and intuitive feel of the Ad
– Graphic Designers – designs the Ad layout using
graphic designing software
– Illustrators – draws objects as required
 What Makes Great Advertising?
• Great Ad copies
– Coke (The real thing), DeBeers (Diamonds are forever)
VW (Think Small); Carlsberg (Probably the best beer in the world)

• The Resonance Dimension

– Boom effect, chime, echo, reverberate, or vibrate
– Informational: negatively originated motives (problem avoidance, problem removal,
provide foundation for great Ads. These resonate with audience by being highly
informational by offering relief from some real perceived problems – “Overnight
delivery” (FedEx)
– Transformational: positively originated as consumers seek sensory gratification,
intellectual stimulation, or social approval. Here, Ads may achieve greatness by being
transformational, using positive reinforcement to offer or reward. – “Be all you can be”

• The Relevance Dimension

– Great advertising has strategic relevance than entertaining aspects
– Needs to fulfill strategic mission of consumer solution
Informational Ad Copy
Transformational Ad Copy
 Formulating Advertising Strategy:
the Key to Great Creative
• Advertising Strategy
– Target Audience
(primary market, secondary target audience, key influencers)
– Product Concept
(positioning and image association)
– Communication Media
(TV, radio, press, outdoor, digital – best way to reach the
target audience)
– Advertising Message
(what a company wants to say and how it wants to say it)
 Writing The Creative Brief
[Copy Platform]
Creative brief, provided by Account Planners on the basis of Ad
objective & strategy, serves as a creative guide to creative team of
Creative Director, Copywriter, Art Director
• Who? The prospect‟s personality (behaviorist, geographic,
demographic, psychographic)
• Why? Consumer‟s specific wants or needs the Ad should appeal
to – rational appeal (practical and functional need) and
emotional appeals (psychological, social, or symbolic needs)
• What? Special product features; product positioning; product
image or personality; product perception
• What style, approach? Campaign tone and copy content
• Where & when? Message communication media, timings and
place
 Creative Brief
(developed by P&G & Leo Burnett)

1. An Objective Statement
a specific, concise description of what the
advertisement is supposed to accomplish or what
problem an advertising is supposed to solve. It includes
the brand name and target consumer description
2. A support Statement:
a brief description of evidence that backs up the product
promise; the reason for the benefit
3. A tone or brand character statement:
tone statement is short-term emotional description of
the advertising strategy. Brand character statement is
the long-term description of the enduring values of the
brand that give product the brand equity
 Elements of Message Strategy
Message strategy- description & explanation of an Ad
campaign’s overall creative approach (what, how, & why it says it)
Supervised by – Creative Director
• Verbal - Copywriting
– What the advertising should say
– The choice of words
– Relationship of the copy approach to the media
• Nonverbal – Art Direction
– Nature of the Ad‟s graphics
– Visuals used (mental concepts & copy into symbol & visuals)
– Relationship of graphics to the media
• Technical - Execution
– Execution approach
– Mechanical outcome (budget and scheduling)
– Mandatory (addresses, slogan, logo)
 How Creativity Enhances Advertising
• Creativity Helps Advertising Inform
– Attracts attention, maintains interest, stimulates consumer thinking
– Using plays on words, verbal or visual metaphors- “Fly the friendly skies”
– Using commonly accepted symbols, aesthetic cues – models, voice tones,
settings, clothing style

• Creativity Helps Advertising Persuade

– Creating character to motivate consumers – Energizer Bunny, Fido Dido
– Creative story or persona establishes unique identity for the product
– Higher form of expression creates a grander impression
– The product‟s perceived value rises
– The Ad‟s verbal message must be reinforced by the creative use of
nonverbal message/information graphics – color, layout, charts, illustration
– Artworks and colors stimulates related emotions
 How Creativity Enhances Advertising
• Creativity Helps Advertising Remind
– Transforms boring reminders into interesting, entertaining advertisements
– Reminds consumers to indulge again & again
– Consumers are entertained daily by creative ads of the same product – Nike,
Lux, Fair & Lovely, Vodafone, Lays, Coke, Pepsi

• Creativity Puts the “Boom” in Advertising

– Successful comedy has a boom factor – the punch line – Happydent, Mentos,
Centershock
– Boom doesn‟t always need to be funny, but can be subtle understanding
– Good punch lines are the result of taking of everyday situation, looking at it
creatively and exaggerating a bit, and delivering it as a surprise
(doing unexpected acts or things with double meaning)
– Show consumers the benefits of using the product
Styles of Thinking
 Two-brain Theory of
Creativity -
Roger Sperry (1990)
 Based on the surgical experiments
 The human being use two sides
(hemispheres) of brain for different
purposes
 Left brain (fact-based hard thinking) –
thinks in terms of symbols and words;
used for logical thinking, judgment,
speaking, mathematical reasoning –
analyzing the creative idea
 Right brain (value-based soft thinking)
– thinks in terms of sensory images;
used for feeling, imagining, dreaming,
visualization, and intuition – creative
thinking
Understanding Creative Thinking
• Fact-Based Style of Thinking
(Hard Thinking)
– Fragment concepts into components
– Analyze situation to discover best solution
– Prefer to have hard data - facts, figures, & logic
– Practical work, simple straightforward layouts,
rational appeals
Fact-Based (Hard) Thinking
Understanding Creative Thinking
• Value-Based Style of Thinking
(Soft Thinking)
– Make decisions based on intuition, values and ethical
judgment
– They embrace change, conflict, & paradox
– Soft, subtle, intuitive, metamorphical – HP (imagination
in what technology can do to life), Taylor Guitar
(association with trees and woods), Nike (athlete)
– They use their imagination
– They use emotional appeal
Value-Based (Soft) Thinking
 The Creative Process
• It is the step-by-step procedure to discover original ideas and
recognize existing concepts in new ways
• In 1986, Roger von Oech published four-step creative model used
today by many Fortune 100 companies
• The creative process includes the following four roles the
copywriter & the art director has to take:
1. The Explorer Role: Searching and gathering Information
2. The Artist Role: Developing and Implementing the Big Idea with experiments
and looking for original ideas (a value-based style is more effective)
3. The Judge Role: Evaluates the results of experimentation and decides on the
most practical approach - Decision Time (a fact-based style is more effective)
4. The Warrior Role: Overcoming, excuses, idea killers, setbacks and obstacles
to bring in creative concepts to realization (a fact-based style is more effective)
 The Explorer Role
• It‟s gathering of information
• Searches for new information, paying attention to unusual patterns
• Reviewing creative brief, marketing and advertising plan, market study
• Developing an insight outlook
– Explore uncommon places for cues
– Visit places because ideas are everywhere – diverse sources
– Insight outlook – positive belief that good information is available and you
have the skills to find and use it
• Know the objective
– “A problem well stated is a problem half-solved” – John Dewey
– Know what you are looking for
– Creative juice – maintenance of Ad award book, ad files
• Brainstorm
– Conceived by Alex Osborn, the former head of BBDO
– Invite any ideas (no idea is “wrong”)
– Allow “free association” of ideas – allow flexibility, courage, openness
 The Artist Role
• It‟s developing and implementing the big idea
• Experimenting and playing with a variety of approaches, looking for an
original idea
• Task 1: Develop the Big Idea
– Visualization or conceptualization – creating the mental picture of the Ad
– Bringing the subject to life that will interest and arouse the consumer
– Transforming a concept: Do Something to It
• Adapt – Change contexts. Think what a product might else be
(Cambell’s Soup – Health Insurance)
• Imagine – Ask what if. Let your imagination fly. Imagine the weirdest thing
• Reverse – Look at it backward. Moisturizing cream –”Introduce your husband to a
younger women.”
• Connect – Join two unrelated ideas together
• Compare- Take one idea & use it to describe another. Use of metaphors, as bankers
talking like plumbers – flood the market, float the loan, liquid assets
• Eliminate- Do the things other way - Seven up positioning as an uncola thing
• Parody – Have some fun. Use humor – Amul Butter
– Blocks to Creativity – information overload, fatigue, concept rejections (value
based)
– Incubating a Concept – Do nothing to it. Do something else to it (subconscious
mind)
 The Artist Role
• Task 2: Implement the BIG IDEA
– Copywriting - Writing the exact words
– Art direction – Managing visual presentation of the Ad
– The Creative Pyramid: A Guide to Formulating Copy & Art
– Designing the advertisement layout
• The BIG IDEA
– The flash of insight; a bold, creative initiative that builds on the strategy
– Joins the product benefit with consumer desire with fresh, involving way
– Brings subject to life; makes the audience stop, look and listen
– Strategy describes the direction the message should take, the BIG
IDEA gives it a life
– Strategy requires information, dedication, BIG IDEA requires inspiration
 Advertising and Creative Pyramid:
A Guide to Formulating Copy and Art

Advertising Pyramid Creative Pyramid

Action Action

Desire Desire

Conviction Credibility

Comprehension Interest

Awareness Attention
 The Artist Role
– The Creative Pyramid: A Guide to Formulating Copy and Art
• Attention
– Breaking through consumer‟s psychological screens
– Ad‟s boom factor (unusual layout, dynamic visuals, sound, animation)
– Headline that expresses the big idea
• Interest
– Compatible tone and language with the target market attitude, drama
– The writer and designer must lead prospect from one step to another
– The successful Ad resonates (using the word “you”)
• Credibility
– Customers are sophisticated and skeptical
– Proof presentations, comparison Ads, and endorsement Ads
• Desire
– Encourage prospects to picture themselves enjoying the benefits
– Personalize the Ad copy; characters agreeing to each other in an Ad
• Action
– Motivate people to buy - Toll free number, coupon return
 The Judge Role
• It‟s deciding about the creative approach
• It‟s evaluating the results of experimentation and deciding the most
practical approach
• Idea worth fighting for during „warrior role‟
• Questions to be asked & analyzed by the creative team:
– Is this idea really great?
– What‟s wrong and right with this idea?
– What if this idea does nor succeed?
– What is my cultural bias?
– What‟s clouding my thinking

• Refer Exhibit 12-3 (pg 395) Leo Burnett Global Committee’s rating scale
 The Warrior Role
• It‟s overcoming setbacks and obstacles
• The warrior overcomes excuses, idea killers, setbacks, & obstacles to
bring a creative concept to realization
• The warrior carriers the concept into action (approved, produced,
released)
• To gain the maximum selling power, Bruce Bendinger suggests five
components:
1. Strategic precision: The strategy should lead the creative approach (selling idea)
2. Savvy psychology: The idea has to meet the client‟s needs (receiver-driven)
3. Slick presentation: Prepare with great visuals and emotional appeals
4. Structural persuasion: Well structured presentation flow (organized thinking)
5. Solve the problem: Client‟s problem should be solved (in style)
 Principles of Design ( Roy Paul Nelson - Adv Author)
• Good design attracts and holds customers and informs
• Principles of a Layout Design
– Balance (optical center is the reference point of layout balance)
• Formal balance (perfect symmetry – stable Ad)
• Informal balance (visually balanced Ad with elements of different size, shape, color
intensity from the optical center - makes the Ad more interesting, imaginative and
exciting)
– Movement / Sequence (eye tend to flow „Z‟ pattern when scanning the page;
positioning the eyes of people or animal to direct the viewers; use of dark and
white spaces)
– Proportions (elements of Ad accorded space as per their importance)
– White Space (Isolation) (to focus attention on isolated element)
– Emphasis/Contrast (effective way of drawing attention to a particular element
through color, size, or style)
– Clarity and Simplicity (avoiding complex styles, boxed items)
– Unity (Ad elements relating to each other to give a singular harmonious
impression – visual and font type)
– Continuity (relationship of one Ad to the rest of the campaign, by using same
design, format, style, and tone)
Balance
Movement/ Sequence
Proportion
Unity
Emphasis/Contrast
Designing refers to how the art director & graphic designer,

choose and structure the artistic elements of an

Advertisement. Its about layouting, visual choice, type setting

DESIGNING PRINT ADVERTISING

 Use of Layouts
• Layout is an overall orderly arrangement of all the

format elements of an Ad:

– Visuals

– Headline

– Subheads

– Body copy

– Slogan

– Seal, Logo, & Signature

• Layout gives the complete picture of a tangible Ad

• It helps creative to develop the psychological impact - Image

 Layout Styles (refer to book page 412 to 414, Portfolio Review)
• Picture Window Layout/Poster-Style: Single large visuals occupy about two-thirds of
the Ad. The headline & copy may appear above or below the “window”

• Mondrian Grid Layout: Series of vertical & horizontal lines, rectangles, & squares within
a predetermined grid to give a geometric proportion to the Ad

• Circus Layout: Filled with multiple illustrations, oversized type, reverse blacks, tilts, or other
gimmicks to bring the Ad alive & make it interesting

• Picture Frame Layout: The copy is surrounded by the visual. Or, in some cases the
visual may be surrounded by the copy

• Copy-Heavy Layout: When you have lot to say use text. The headline & subhead is
interesting. The copy frames the headline & visuals

• Montage Layout: Brings multiple illustrations together & superimposes or overlaps to

make single composition

• Combo Layout: Combining two or more layout types

Picture Window
Copy Heavy
Circus
 Use of Visuals
• Its a pictorial or graphical message

• Done by Illustrators & Photographers

• Purpose of the Visual

– Capture the reader‟s attention
– Clarify claims made by the copy
– Identify the subject of the Ad
– Show the product actually being used
– Qualify readers by stopping those who are the legitimate prospects
– Help convince the reader of the truth of copy claims
– Arouse the reader‟s interest in the headline
– Emphasize the product‟s unique features
– Create a favorable impression of the product
– Provide continuity for the campaign by using a unified visual technique
 Standard Subject for Visuals
• The package containing the product – Snack foods, biscuits
• The product alone – Non-packaged goods
• The product in use- Automobile, toothpaste, cosmetics, Juices
• How to use the product – Recipes
• Product features – Cars, software, mobile phones, laptops, TVs
• Comparisons of Products – Cars, DTH service
• User Benefits – Cosmetics, financial services
• Humor – Candies, cookies
• Testimonial – Suiting, cosmetics, soap
• Negative Appeal – Insurance
• Headlines

• Subheads

• Body Copy

• Slogans

• Seals, Logos, and Signatures

COPYWRITING AND FORMATS FOR

PRINT ADVERTISING
 Headlines
• Words in the leading position to draw attention in larger type
• Roles
– Attract attention
– Engage the audience
– Explain the visual
– Lead the audience into the body of the Ad
– Present the selling message
– Present the product news
• Examples: FREE, NOW, Amazing, Suddenly, Announcing,
Introducing, Just Arrived –used in Direct Marketing
– “Just do it” – Nike
– “ At 60 miles an hour, the loudest noise in the new Roll-Royce comes from the
electric clock – David Ogilvy, O&M
 Types of Headlines
• Benefit Headline: the reward after experiencing the product utility
– “You will look fair in 90 days” – fairness cream

• News/Information Headline: announces news or information –

“now arrived in new pack”

• Provocative Headline: to provoke the reader‟s curiosity –

“Betcha can’t eat just once” – Lays

• Question Headline: encouraging customers to search for answers

– “What makes you smarter than others?”

• Command Headline: orders the reader to do something –

“Obey your thirst” - Sprite
 Subheads
• An additional smaller headline
• Appears above, below the headline, or in the body copy
• It is smaller than the headline & larger than the body
copy in type
• It usually is presented in an italic & boldface font type
• They link the headline with the body copy
• A subhead above the headline – kicker (or overline)
 Body Copy
• Tells the complete sales story
• Comprises the interest, credibility, desire, and action
steps
• It is a logical continuation of headline, & subheads
• Covers the features, benefits, & utility of the product
or service
• Should speak to the reader‟s self-interest
 Writing Effective Copy
• Get to the main point – fast
• Emphasize into one main idea simply & clearly
• Be single minded – don‟t chase two rabbits at a same time
• Position the product clearly
• Highlight & reinforce the brand name
• Explain consumer benefit
• Use short sentences with familiar words
• Avoid bragging (self - important), boasting. Use “ you” & avoid
clichés
• Write with flair, excitement, & enthusiasm
• Use vivid language – verbs & adverbs
• Stick to the present tense, active voice
• Use personal pronouns - use “you” & “your”
• Use contractions – listen to yourself
• Don’t over punctuate – maintain the flow
• Read the copy aloud, & rewrite – edit mercilessly
 Body Copy Styles
• Straight-Sell Copy
– Immediate explanation & development of the headline & visual

– Ticks off product‟s sales point

– Used in direct-mail Ads, industrial and high tech products

• Institutional Copy – promotes the philosophy or merits of organization

• Narrative Copy – sets up a situation & resolves the problem through the
product

• Dialogue/Monologue Copy – verbal interaction between two characters

• Picture-Caption Copy – telling story with illustrations & captions

• Device Copy – using figures of speech or rhymes

 Formatting Body Copy
• Lead-In-Paragraph
– Bridge between the headline & the sales ideas
– Is part of the interest step
– It must be engaging to convert reading interest to product interest

• Interior Paragraphs
– Develop credibility by providing proofs of copy claims – data, testimonials

– Build desire by using language that stirs the imagination

• Trial Close – asking the reader to act now – offers

• Close – real action step - tells customer how to do it – visit website

 Slogans
• Also called theme lines, baselines, punch lines, or taglines

• To provide continuity to a series of Ads in a campaign

• Present message strategy in brief, catchy phrase

• Examples:
– AT&T – “Reach out & touch someone”

– Wheaties cereals – “Breakfast for champions”

– DeBeers – “Diamonds are forever”

– Philips – “If its Philips you can be sure”

– Coke – “Things go better with Coke”

– Complan – “The complete planned food”

 Seals, Logos, and Signatures
• Seal - the proof of quality standard provided by

recognized institutions

• Logotype – the logo design of the product

• Signatures – special designs, trademarks of the

company
The Creative & Approval Process
• Thumbnail sketches
– Rough, rapidly produced basic designs
– Artists uses to visualize layout approaches
• Rough layout
– The artist draws to the actual Ad size
– Headlines & subheads suggest the final type style, illustrations &
photos are sketched in
– Body copy simulated with dashed lines ------ -------
– The agency presents it to the client for layout approval
• Comprehensive
– Highly refined finished Ad, elaborative
– Colored photos, final type styles & sizes, subvisuals
– Glossy spray
– Printed as a full color proof
Thumbnail Sketch
The Creative & Approval Process
• Dummy
– Presents the handheld look & feel of brochures, POPs
– It will be constructed replica of the to-be-finished materials
• Mechanical (pasteup)
– The type & visuals placed in exact position for reproduction by
printer
– Its print setup or to make print ready format
– The final size, color tone is checked as per the print media
• Approval
– The work of copywriter & art director is subject to approval
– First approved by the agency’s creative director
– Next the client’s product manager & the marketing & sales staff
review it
– Finally the company’s top executives review the final concept &
text
Questions/Answers/Discussions

Thank You/ Best Wishes