Visualization is a mental process in which the

creative team led by the art director and

copywriter determines the arrangements of
various ad elements in advertisement

A creative visualiser involves

in creating, developing and designing the message
of ad copy
 Concerned with ad problems

Concerned with pilling up alternatives

Thinking period on ideas

Flashing stage of ideas

Testing and verifying

 Ad copy is a written or spoken message
to be transmitted to target audience through print,
visual and voice media.
1.Educational Copy: Design to educate the prospects about the product
Explains technical specification
 Describes product Provide
attributes in a non-technical manner. reasons to buy the product
 Question
about problem is asked and its
solution is provided

6.Endorsement Copy: Prestigious people

are endorse to transmit message

 Related to emotion and
sense of target audience.
 Corporate name is advertised
Provides suggestive message to
reader
Reflect the prestige or image
Presents the message in the way of
a conversation
Compares one product with
another
-Title of ad , top part of ad
- arouse interest and catches eyes

- Expand the headline

-continues, clarifies and complete headline

-amplifies the headline and sub headline

- clarifies the ideas and message in details
-short, simple and catchy words and unchanging
-brief, that widens the horizons of publicity

-picture, drawing, photograph, chat, that enrich ad

- attract attentions and change behaviors

- last part of ad copy, consists signature, logo, brand

-provides visual identity
-Ad copy should be short, simple and crisp
-Based on ‘short and sweet’ principle

-Single focus for audience retention

-Focus on single point not too many

-Address audience personally

-Concerned to need and desire of audience
-Ad copy should have various combination
-Proper use of text, color, picture, audio, video, etc

-Ad copy should be trustful and moral

-Backed with convincing evidence

-Conform with laws, rules and regulation

-Conform with standard norms, code of conduct
Concerned with the arrangement of various elements
of ad copy for ad effectiveness

Headline
Sub Headline
Headline

Changes
Live with. It
Sub
Headline

Picture Picture

L
o
g
o
-Determine proportion of element, white and covered
space
-Determine font size, type face, and picture position

-For effectiveness in ad copy

-Various elements combine to present intended message

-Proper use of background, border, color to provide

external attractive in ad copy
-Ad elements to be unite as a whole i.e. Oneness
-Bring cohesiveness and completeness in ad

-Ad should consist of change and contrast

-Ad should not be monotonous

- Ad should be well balance in optical terms

-Ad can be designed as asymmetrical and
symmetrical balance
-Ad should follow principle of eye moment of audience
-Concerned with gaze moment(S, O, Z and reverted )

-Ad layout should have proportion in terms of division

-Elements should be placed in ratio of their importance

-Layout should be simple to provide clarity

-Should not confuse audience