 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
 Headlines
 Copy or body copy
 Illustrations
 Message Appeal
 Layout
 An advertising message is the general idea that an ad
will convey to the target audience.
 Most advertising campaigns are focused on conveying
an advertising message to a target audience

 What to say? {Message- content}

 How to say? {Message- format}
 Who should say it {Message-source}
Advertising messages tend to have the
following common components:
 The Appeal – It is the component that
captures the attention of the
consumer. It may be humorous like in
Mentos ads, adventurous like in
Thums-Up ads or emotional as in
insurance ads etc.
 The Value Proposition – This component includes the
basic value proposition offered to the consumer. This
forms the main part of the advertising message.
A catchphrase that evokes some kind of feeling about
the company and the product. Companies look for
slogans that are motivating and empowering. A
company’s slogan rarely changes, especially during a
particular ad campaign.

A short piece of text, usually in larger type, designed

to be the first words the audience reads. Every good ad
campaign has a tagline, slogan or catchphrase that is
repeated across all the different media in order to
place firmly the product in the consumer’s mind.
 The actual text of the ad. The copy is where
particular claims are usually made and
specific persuasive words are used. For
example: “Four out of five dentists . . . .” The
amount of copy varies from ad to ad.
 A unique design symbol that helps identify
the company visually. Nike’s swoosh,
McDonald’s golden arches, and Apple’s
partially bitten apple are examples of widely
recognized company logos. Not all companies
have logos like these; sometimes the
company’s name is written in a distinctive
style or font that acts as a logo.
 Any drawing, photograph, chart, or other graphic that is
designed to affect the audience in some purposeful way by
depicting utilities of products and services in a unique
way. Marketer Integrate these graphic elements with
headline and copy for maximum effect.
 More attention goes to pictures than words and human
models get the most attention in magazine ads.
 Appropriate Selection of models that match or appeal to
your target audience will forge an immediate connection
between your product/service and your potential
customer. Inconsistency between your headline and your
illustration will confuse the viewer and reduce the ad’s
impact.
 For example, an image of an SUV perched high up on a
rugged mountain cliff may appeal to one’s sense of
adventure.
 The layout is the way you put all the elements
together to create the final ad. Your layout
needs a focal point – usually the picture or
headline – for readers’ eyes to land on, then
the white space, graphic and text elements
should lead them through the copy to the
company signature. Make the final layout
match the ad’s ultimate printed appearance
in every detail.
 Color vs. Black and White
 Color printing costs more than black and white. Full-color printing uses
four inks and four runs through the press for each page. Two-color
printing is a cheaper color option, appropriate for some applications.
Size and Shape
 Newspaper and magazine placement fees are based on ad size. The
exact dimensions may vary by publication, but are priced as
fractions of a page. Special locations, like the back cover, cost more.
Use appropriate size and shape, linked to purpose and corporate
image, for non-publication print advertising.
Paper and Ink
 For print ads other than in magazines or newspapers, choose paper with
a composition, weight and finish that contributes positively to your
advertising image. Traditional inks contain volatile organic compounds;
consider using soy-based inks if they will give the result you want.
Placement of the Advertising
 Where you place your print advertising affects its success. An auto parts
dealer will get more response running his ad in an automotive magazine
or classified section than in a fashion magazine. Direct mail solicitations
generate leads more effectively than magazine ads do.
 Creating the Advertising Message

Creative concept is the idea that will bring the message

strategy to life and guide specific appeals to be used
in an advertising campaign
Characteristics of the appeals include:
• Meaningful
• Believable
• Distinctive
 Developing Advertising Programs
Creating the Advertising Message

Message execution also includes:

• Tone
• Positive or negative
• Attention-getting words
• Format
• Illustration
• Headline
• Copy

15-19
1. The SWOT analysis of the product and the
company
2. Set up your main objectives
3. Research the market, the competition, your
audience
4. Identify your target audience
5. Select your channels
6. Brainstorm for fresh ideas
7. The design process
8. Deliver your advertisements
9. Quantifying and analyzing the results
 Before analyzing how to create an
advertisement that converts into great
results, you should start by performing a
thorough analysis of the strengths,
weaknesses, opportunities, and threats for
both, the company and the product that is to
be advertised.
 What is the purpose of your advertising
campaign? What are your main objectives?
Are your goals feasible or not? You should
also perform an analysis of these questions
and answer them with the utmost sincerity.
 Based on what you set up here, you can go
further to the next step and start your
research
 You cannot consider yourself ready to make an
advertisement without conducting a proper research
on some important factors you campaign depends
on.
 For instance, it’s important to know the market and
its behavior. Study how things have changed over the
past few months and what professionals are
predicting for the near future as well.
 Know your position on the market, the competitors’
role and positions as well. Find out how they
advertise their products and try not to copy their
campaigns. Instead, you will need to come up with
something new, something out of the box, something
that will make your audience convert into clients.
 In order to accomplish that however, you will also
need to know some things about the typology and
the personality of your ideal client. Know to whom
you are addressing your advertisements too. What
devices are they using? What is their social status?
What are their online behaviors and how do they
shop?
 Of course, based on your industry and your
niche, there may be other important questions to
answer here such as:
1. To what demographics group am I addressing
my messages?
2. What is my clients’ social status?
3. Are they young and unemployed?
4. Are they professionals from a specific niche?
5. Are they old or not?
6. What’s the level of their education?
7. Where do they live?
8. What is their relationship with the competition?
 it’s one thing to design your ads and an
entirely new thing to select where to place
them.
 For instance, if you are targeting people who
are known to spend a lot of time on social
media, you should channel your efforts in
designing suitable ads for social media and of
course, select the most appropriate channels
of these sorts.
 At the same time, you can advertise on
websites and blogs as well. In this case, you
need to analyze at least a few advertising
platforms and select the one that manages to
meet all your needs in terms of placements,
costs, and network.
 Take all the information you manage to gather up
to this step regarding your products and your
targeted audience.
 Think also about the delivery channel you have
chosen for your advertisements. Based on your
findings, you can now start brainstorming for
fresh and creative new ideas for your campaign.
 Write down some words, phrases, ideas. Combine
them and do not stop until you come up with at
least a dozen of possible calls to action, copy
texts and visual representations of how your
banners, flyers or videos should look like.
 Obviously, this is the hardest part of the
entire advertisement creation process.
Everything you did until now, each other
previous steps, prepared you for this one.
Now, it’s time to put your creativity to work
and actually design your banners, flyers or
brochures.
 Take the top three or five ideas from your
previous sketches and use them to create raw
advertisements.
 Once the designs are ready to be delivered online,
based on your selected delivery channels, you can
start your campaign.
 At this point, you need to define your budget and
select the criteria on which you are going to publish
your banners on each channel in particular.
 Each advertising platform (or social media platform
that includes paid advertising) will let you select your
own parameters of delivery, based on demographics,
age groups, types of websites, industries, countries,
and regions etc.
 You have already identified your target audience at
the fourth step of this guide. Now, you just need to
apply that specific information according to the
specifications of each selected channel.
 This is also an important step in your
campaign, maybe the most important of all.
 After your campaign has finished, you need
to start analyzing how your audience reacted
to your banners and whether or not the entire
process was a successful one.
 This data is also important for your future
campaigns. You will start your future design
processes based on your initial results and try
to improve them.