MGMTPM34885rIntrPr - Creative Execution & Print Media

Copyright © 2014 by McGraw Hill Education (India) Private Limited. All rights reserved.
88
ADVERTISING
CREATIVE EXECUTION IN
HARI SADU DELIVERS A PUNCH
WHAT IS CREATIVITY IN
Originality
Relevance
Impact
ADVERTISING?
WHERE DO CREATIVE IDEAS
COME FROM?
Anywhere!
CREATING CREATIVE ADS
Learn Indulge with Understand
Constantly Your Product Your Audience
Know the Base

Work Without
Rules Before Creativity on
USPs
Breaking them Strategy
CREATING CREATIVE ADS
Arouse Emphasize
Break Free from
Audience’s Benefits, not
Stereotypes
Interest Features
Keep the
Use Numbers
Kiss Communication
Carefully
Current
CREATIVE BRIEF
• Gives direction & inspiration to the creative team
• Often prepared by account manager or planner
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Copyright © 2014 by
©2014 McGrawHill
by McGraw Education (India)
Hill Education Private Limited.
(India) Private All rights
Limited. All rightsreserved.
reserved.
Message
Formats
Message
Tone
Execution
Elements
Creative
Message
Appeals
Structure
Message
Production
Decisions
& Design
MESSAGE APPEALS
• Rational appeal
• Emotional appeals
– Hasya, raudra, karuna, shringar, adbhut,
bibhatsa, shant, veera and bhay
• What appeal(s) to use?

BHAY RASA
• Raise anxiety
– Pepsodent, Dettol, Lifebuoy, Saffola, Complan,
Sugarfree…
• Show danger
– Saffola, Fair & Lovely, Anchor switches, Iodized salt…
• Arousing tension
– Neo Sports
• Humour vs. jokes
• When not to use

HASYA RASA
• When to use?
OTHER RASAS
MESSAGE FORMATS
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• Factual/ news • Teasers
© 2014
• •
2014 by
Comparison Spokespersons
by McGraw
McGraw Hill
• Demonstration • Personality symbol
Hill Education
Education (India)
• Problem-solution • Product as star
(India) Private
• Slice-of-life • Vignette
Private Limited.
• Drama • Testimonial
Limited. All
• •
All rights
Musical Lifestyle
rights reserved.
reserved.
• Scientific evidence
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©2014 McGrawHill
reserved.
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©2014 McGrawHill
reserved.
camera, “Yaane baki
The kid says to the
saare namak ko
Tata?”
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©2014 McGrawHill
reserved.
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©2014 McGrawHill
reserved.
Serious…
Vulgar
Excited
Message
Fearful
Tone
Happy
Emotional?
Angry?
VERBAL VS. NON-VERBAL STRUCTURE
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© 2014
WORDS RULE WHEN… VISUALS RULE WHEN…
2014 by
by McGraw
McGraw Hill
• Complicated • Fast
Hill Education
message
Education (India)
communication
• High-involvement • Lasting impression
(India) Private
Private Limited.
product • Demonstration
Limited. All
• Consumer ready-to- required
All rights
rights reserved.
buy
• Reinforcement
reserved.
• Abstract info
stage
READABILITY
Arrangement of words, word frequency,
sentence length, number of ideas, font size…
ORDERING EFFECT & ARGUMENTS
• Arguments vs. counter-

• Primacy vs. recency
arguments
This Volkswagen missed the boat.
The chrome strip on the glove compartment is blemished and must be replaced.
Chances are you wouldn't have noticed it; Inspector Kurt Kroner did.
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There are 3,389 men of our Wolfsburg factory with only one job; to inspect
Volkswagens at each stage of production. (3,00 Volkswagens are produced daily;
©2014
2014 by
there are more inspectors than cars.)
by McGraw
McGrawHill
Every shock absorber is tested (spot checking won't do), every windshield is
Hill Education
scanned. VWs have been rejected for surface scratches barely visible to the eye.
Education (India)
Final inspection is really something! VW inspectors run each car off the line onto
the Funktionsprüfstand (car test stand), tote up 189 check points, gun ahead to
(India) Private
the automatic brake stand and say "no" to one VW out of fifty.
Private Limited.
Limited. All
This preoccupation with detail means the VW lasts longer and requires less
maintenance, by and large, than other cars. (It also means a used VW depreciates
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rightsreserved.
less than any other car.)
reserved.
We pluck the lemons; you get the plums.
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©2014 McGrawHill
reserved.
CELEB SIZZLE – THE PROS
• Familiarity
• Credibility
• Gestalt perception
• Differentiation
• Relevance
CELEB SIZZLE – THE CONS
• Short lifecycle
• Bad press
• Expensive
• Price fallacy
• Tantrums
• Multiple endorsements
• Lack of credibility when misfit
• Shifting loyalties
• Vampiring
MANAGING CELEBRITIES
• Catch them young
• Strategy over star dust
• Choose the right celebrity
88
ADVERTISING
CREATIVE EXECUTION IN
Media Vehicles
1. Print Media: Newspaper, magazine
2. Broadcast Media: Television, Radio
3. Outdoor Media: Hoarding, Bill Boards,

Transit media
4. Internet
KARMA LABS
THE PRINT MEDIUM
• One of the
oldest
• Highly
regarded in
advertising
• Challenging
for execution
Print Medium Includes
Any type of advertisement that is in written
format (text and pictures).
• Newspaper
• Magazines
• Brochures
• Pamphlets
• Others
PRINT ADVERTISING
Personality
Copy
Headlines
Body Copy
Layout
PageVisuals
Display
ELEMENTS OF
LAYOUT
• Blueprint or a map to roughly lay, position &
size various print elements
• Eliminates need to produce too many ads
• Communication tool for creative personnel
• Several layout formats possible
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©2014 McGrawHill
reserved.
Copyright
©2014 McGrawHill
reserved.
HEADLINES
• Main text of an ad that primarily:
– Grabs readers’ attention, and
– Summarizes the selling proposition
• Benefit, news and factual headlines – the 3

most popular types
ha s lo st h e r dress!!””
“Oops, Marilyn
What w
ou
“Alive!” ld you like to
Copyright
Copyright ©
said Bh be whe
olu’ n you g
row up ?
‘Made for each other.
©2014
2014 by
Smoking and cancer.’
by McGraw
McGrawHill
‘Sudden pimples?
Hill Education
Education (India)
Zap them in just 24 hours.’
(India) Private
Private Limited.
‘The hour after I
fixbreakfastservebreakfastpacklunchpackkidsofftoschoolboothusbandto
Limited. All
work. Bliss.’
All rights
rightsreserved.
reserved.
Best actor. Best actress. Best writer.
Best director. Sholay won none of these.
OTHER DISPLAY COPY
• Subheads or Captions:
Headings that break up large blocks of text
• Taglines or Slogans:
Catchy and memorable phrases to conclude and
wrap up an ad idea
• Completes the message presented by a
• Main text of an ad
BODY COPY
headline
COPYWRITING APPROACHES
Customary Story Dialogue
Approach Approach Approach
Bulleted Poetic
Approach Approach
VISUALS
• First element that reader notices in a
print ad
• Grabs attention, conveys the message,

demonstrates use, displays the product…
SOME TYPES OF VISUALS
Ills of not using Before-after Visual goes
product alone
Metaphor for Snapshot of

product product
PAGE PERSONALITY
The words, visual ideas and design elements
used to project a particular brand personality
in an ad:
– Portrays brand attitude
– Includes non-primary rational & functional
benefits
– Relates to a brand position
– Differentiates the brand
WHAT’S THE PAGE
PERSONALITY?
DESIGN IN PRINT
• A graphic representation & a purposeful or
creative arrangement of parts or details
• Elements include layout, type, colour, size,
appeal, etc.
• A good design should communicate clearly,
quickly and effectively
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©2014 McGrawHill
reserved.
Copyright
©2014 McGrawHill
reserved.
COLOUR
• Grabs attention,
sets a mood,
builds brand
identity, provides
realism…
• Selection of right
colours – a
science & an art
THE COLOUR WHEEL
The Colour Wheel Helps Understand Hue,
Value, Shade and Contrast of Colours
TYPOGRAPHY
• Decisions regarding typefaces, point size,
line length, leading, letter spacing, etc.
• Lettering has a functional & aesthetic role
• Fonts too have personalities
THE TYPEFACE FAMILIES
MARICO’S CORPORATE CAMPAIGN
Case Study: Tata Salt

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Copyright © 2014 by McGraw Hill Education (India) Private Limited. All rights reserved.

Know the Base

• What appeal(s) to use?

• When not to use

• Arguments vs. counter-

2. Broadcast Media: Television, Radio

3. Outdoor Media: Hoarding, Bill Boards,

• Benefit, news and factual headlines – the 3

• Grabs attention, conveys the message,

Metaphor for Snapshot of

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