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    Rahul Jain
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    This document discusses the key elements involved in creating an advertisement, including the message, headline, and copy. [1] The message should be structured effectively, considering factors like order of presentation and message sidedness. [2] The headline aims to attract attention, convey the main message briefly, and highlight key features. [3] The copy is produced collectively and should engage potential buyers and turn them into actual buyers.

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    This document discusses the key elements involved in creating an advertisement, including the message, headline, and copy. [1] The message should be structured effectively, considering factors like order of presentation and message sidedness. [2] The headline aims to attract attention, convey the main message briefly, and highlight key features. [3] The copy is produced collectively and should engage potential buyers and turn them into actual buyers.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    10 views16 pages

    Presentation 1

    Uploaded by

    Rahul Jain
    This document discusses the key elements involved in creating an advertisement, including the message, headline, and copy. [1] The message should be structured effectively, considering factors like order of presentation and message sidedness. [2] The headline aims to attract attention, convey the main message briefly, and highlight key features. [3] The copy is produced collectively and should engage potential buyers and turn them into actual buyers.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
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    of 16

    welcome

    Meaning of advertising
    • “Advertising is a paid foam of non personal
    presentation of ideas, facts, goods & services
    by an identified sponsors.”
    Building of Advertising Program
    • Objective is to understand the major elements
    involved in creation of an advertisement
    • We try to answer: How an AD is created?
    • We try to focus on ingredients of an
    advertisement.
    MESSAGE
    • Message consist of facts, opinion, appeal,
    idea, symbols, pictures about the product.
    Message…..
    How to structure a message for effectiveness

    1. Order of presentation (What is in the beginning and end.


    Recall ability is the basis for deciding)
    2. Conclusion drawing (Depends upon education/ awareness
    and complexity of the topic)
    3. Message sidedness (One sided: only benefits
    Two sided: Good & Bad points .More effective when opposite
    views are also presented )
    Message
    4. Refutation Special kind of two-sided
    message. Tell both sides and refute (prove
    false) negative

    5. Verbal Vs Visual Effective use of visuals.


    Depends upon media
    HEADLINE
    • It refers to words which are in leading position
    of advertisement. These words are read 1st by
    the audience.
    function
    • To attract the attention of audience.
    • To give the main msg of the ad in brief.
    • To highlight the main features of the product.
    Essentials
    • Attractive
    • Brief
    • Easy to memories
    • Arouse the interest
    • Original & unique
    • It must be linked with rest of ad copy
    Different forms
    • Direct benefit headline
    • Question headline
    • Announcement headline
    • Label headline
    • Negative headline
    COPY
    • Ad copy is the product of collective efforts of
    copy writers, artist, layout designer, models,
    director etc. effectiveness of ad campaign
    depends on effective ad copy. Ad copy should
    be capable of tuning potential & prospective
    buyers in to actual buyers.
    TYPES
    • Print ad copy
    • Broadcast ad copy
    Elements of print ad copy
    • Headlines
    • Subheads
    • Illustrations
    • Slogan
    • Text copy
    • Blurbs
    • Boxes
    • Identification mark
    • Closing idea
    Broadcast ad copy
    Steps:
    • Collecting required information
    • Deciding the length of broadcast ad copy
    • Script writing
    • Selecting the creative team
    • Editing
    requisites
    • Attractive
    • Interesting
    • Retention value
    • Suggestive
    • Educative
    • Believable
    Thanks….

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