Professional Documents
Culture Documents
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)
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
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,
– Headline
– Subheads
– Body copy
– Slogan
• 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
• Subheads
• Body Copy
• Slogans
• Narrative Copy – sets up a situation & resolves the problem through the
product
• Interior Paragraphs
– Develop credibility by providing proofs of copy claims – data, testimonials
• Examples:
– AT&T – “Reach out & touch someone”
recognized institutions
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