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L7 & L8 Designing an Advertisement (Tools and Techniques)
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DR. Rajdeep Bakshi MIIM, MBA, Ph.D.
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L7 & L8 Designing an Advertisement (Tools and Techniques)
1.
Prof. (Dr.) R.
Bakshi L-7 & L-8 Designing an Advertisement Message Strategy
2.
Caveat 1. This ppt
presentation is intellectual property of Prof. (Dr.) R. Bakshi. It is created to serve the purpose of classroom teaching - learning aid only. It is based purely on information available in open sources only. 2. It in no way/s intend/s to criticise / promote / fame / defame or glorify any person or brands or company/ies or any other/s concerned, on the event of such being detected it is declared that it is completely unintentional and apologies is sought in advance for such unintentional events / or happenings. 3. No part of this ppt presentation can be used for any other purpose/s apart from classroom teaching and training and it does-not provide or act as evidence. Adoption of any part of this ppt/ information presented without written permission from the creator shall not be entertained and such act shall be considered as violation. 4. Illustrations and screenshots of materials used are property rights of respective companies as applicable, they are adopted as-it-is available on their open sources. © Prof.( Dr.) R. Bakshi- This ppt presentation (or any part) is not be used without written permission. Illustrations and screenshots are property of companies as applicable.Usage strictly restricted. It is made for classroom teaching and learning purpose
3.
Objectives Importance of
creativity to advertising, Creative process Developing a creative brief Creative strategy Message structure Message appeals- rational, emotional, scarce Message source-credibility, attractiveness, power, execution frameworks Creative tactics: for print and electronic media – copywriting, body copy, headlines, layout, visuals, slogans, logos, signatures, storyboards © Prof.( Dr.) R. Bakshi- This ppt presentation (or any part) is not be used without written permission. Illustrations and screenshots are property of companies as applicable.Usage strictly restricted. It is made for classroom teaching and learning purpose
4.
© Prof.( Dr.)
R. Bakshi- This ppt presentation (or any part) is not be used without written permission. Illustrations and screenshots are property of companies as applicable.Usage strictly restricted. It is made for classroom teaching and learning purpose “Why shall people show interest in you, if you do not show interest in them?” Dale Carnegie
5.
“ When I
write an advertisement, I don’t want you to tell me that you find it creative. I want you find it so interesting that you buy the product” David Ogilvy © Prof.( Dr.) R. Bakshi- This ppt presentation (or any part) is not be used without written permission. Illustrations and screenshots are property of companies as applicable.Usage strictly restricted. It is made for classroom teaching and learning purpose
6.
What is Creativity? To
create means to originate or conceive a thing or idea that did not exist before. Creativity involves combining two or more previously unconnected objects or ideas into something new. The creative process is a systematic procedure that can be learned and used to generate original ideas. © Prof.( Dr.) R. Bakshi- This ppt presentation (or any part) is not be used without written permission. Illustrations and screenshots are property of companies as applicable.Usage strictly restricted. It is made for classroom teaching and learning purpose
7.
A creative concept
This could be performance This could be a statement A picture A dramatic experience Actually a creative concept is an advertisement idea that allows the product benefits This is either inherited or imported dramatized for the consumer in an unique persuasive, compelling and a memorable way © Prof.( Dr.) R. Bakshi- This ppt presentation (or any part) is not be used without written permission. Illustrations and screenshots are property of companies as applicable.Usage strictly restricted. It is made for classroom teaching and learning purpose
8.
Where there is something
to say Where there is nothing to Say Look beyond the product use Showmanship Make the product Hero E.g. Shampoo, Petrol, Cosmetics Types of Advertisement © Prof.( Dr.) R. Bakshi- This ppt presentation (or any part) is not be used without written permission. Illustrations and screenshots are property of companies as applicable.Usage strictly restricted. It is made for classroom teaching and learning purpose
9.
Different dimensions Originality
Flexibility Elaboration Synthesis. Artistic value © Prof.( Dr.) R. Bakshi- This ppt presentation (or any part) is not be used without written permission. Illustrations and screenshots are property of companies as applicable.Usage strictly restricted. It is made for classroom teaching and learning purpose
10.
Advertising Message Structure
Message if the material of an advertising or commercial that attempts to convey what the advertiser intends through words and/or pictures. Appeal – is the motive to which an advertisement is directed; it is designed to stir a person toward a goal the advertiser has set. This refers to the underlying idea that captures the attention of a message receiver. © Prof.( Dr.) R. Bakshi- This ppt presentation (or any part) is not be used without written permission. Illustrations and screenshots are property of companies as applicable.Usage strictly restricted. It is made for classroom teaching and learning purpose
11.
Informational/Rational Appeals Emotional Appeals Focuses
on the consumer’s practical, functional, or utilitarian need for the product or service Emphasizes the features or benefits Messages emphasize facts and logic Relate to consumers’ social and/or psychological needs for purchasing a product or service Many advertisers believe consumers’ emotions work better at selling brands that do not differ markedly from competing brands Types of Advertising Appeals © Prof.( Dr.) R. Bakshi- This ppt presentation (or any part) is not be used without written permission. Illustrations and screenshots are property of companies as applicable.Usage strictly restricted. It is made for classroom teaching and learning purpose
12.
Rational Motives Feature
appeals Focus on the dominant traits of the product Competitive appeals Makes comparisons to other brands Favorable price appeals Makes price offer the dominant point News appeals News or announcement about the product Product/service popularity appeals Stresses the brand’s popularity • Comfort • Convenience • Economy • Health • Quality • Dependability • Durability • Performance • Efficiency Rational Message Appeal Types © Prof.( Dr.) R. Bakshi- This ppt presentation (or any part) is not be used without written permission. Illustrations and screenshots are property of companies as applicable.Usage strictly restricted. It is made for classroom teaching and learning purpose
13.
Personal States or Feelings Social-Based
Feelings • Achievement / Accomplishment • Actualization • Affection / Love • Ambition • Arousal / stimulation • Comfort / Pleasure • Excitement • Fear • Happiness / Sorrow/grief • Joy • Nostalgia • Pride / Self-esteem • Safety • Security • Sex • Sentiment • Acceptance • Approval • Affiliation / belonging • Embarrassment • Involvement • Recognition • Rejection • Respect • Status • Sophistication Emotional Appeals © Prof.( Dr.) R. Bakshi- This ppt presentation (or any part) is not be used without written permission. Illustrations and screenshots are property of companies as applicable.Usage strictly restricted. It is made for classroom teaching and learning purpose
14.
Other Types of
Appeals • Reminder Advertising – the objective is to build and/or maintain awareness and keep the name of the company and/or brand in front of the customer. Often used by well known brands and market leaders that are well- established in the market. • Teaser advertising – goal is to create curiosity, interest, and/or excitement about a product, brand or topic by mentioning it but not actually showing it. Often used for new products/models and for movies. © Prof.( Dr.) R. Bakshi- This ppt presentation (or any part) is not be used without written permission. Illustrations and screenshots are property of companies as applicable.Usage strictly restricted. It is made for classroom teaching and learning purpose
15.
Creative execution: The
way an advertising appeal is presented. © Prof.( Dr.) R. Bakshi- This ppt presentation (or any part) is not be used without written permission. Illustrations and screenshots are property of companies as applicable.Usage strictly restricted. It is made for classroom teaching and learning purpose • Straight-sell or factual message • Science / technical evidence • Demonstration • Comparison • Slice of life • Testimonial • Animation • Personality Symbol • Fantasy • Dramatization • Humor • Combinations Advertising Execution Techniques
16.
Context of Message
Strategy Objectives Methods Message Strategy Advertising Strategy (Planning, Preparation, Placement) © Prof.( Dr.) R. Bakshi- This ppt presentation (or any part) is not be used without written permission. Illustrations and screenshots are property of companies as applicable.Usage strictly restricted. It is made for classroom teaching and learning purpose
17.
To Begin With KISS (Keep
It Straight and Simple) © Prof.( Dr.) R. Bakshi- This ppt presentation (or any part) is not be used without written permission. Illustrations and screenshots are property of companies as applicable.Usage strictly restricted. It is made for classroom teaching and learning purpose
18.
Importance of creativity
to advertising Creativity simplifies as well as improves an idea, and makes it interesting and attractive. Creativity and Innovation are about finding unexpected solutions to obvious problems. What is innovation to industry, creativity is to advertising. Creativity makes that distinction “Har Ghar kuch kehta hai” “La.. la la la laa” of Liril. Creativity is the identity Creativity is the essence © Prof.( Dr.) R. Bakshi- This ppt presentation (or any part) is not be used without written permission. Illustrations and screenshots are property of companies as applicable.Usage strictly restricted. It is made for classroom teaching and learning purpose
19.
Developing a Creative
Brief Background Strategy Task Positioning Client’s Objectives Target Their current thoughts/feelings What do we want them to think/feel What do we want them to do Proposition Belief in proposition How we speak to them © Prof.( Dr.) R. Bakshi- This ppt presentation (or any part) is not be used without written permission. Illustrations and screenshots are property of companies as applicable.Usage strictly restricted. It is made for classroom teaching and learning purpose
20.
Summary of the
Creative Brief 1. What is the opportunity / problem which must be addressed? – A brief summary of why advertising is needed. Refer summary of brands strategy; do not refer to statistics. 2. What do we want the people to do as a result of the advertising? – Refer to the scale of advertising effect Do not confuse with the key response 3. Whom are we talking to? – Refer to the target groups in real evocative terms. 4. What is the key response we want? – Refer “Stimulus and Response” What single thin we want the people to feel, believe, notice… that will best distinguish our brands? It’s not what you put in it’s what people take out © Prof.( Dr.) R. Bakshi- This ppt presentation (or any part) is not be used without written permission. Illustrations and screenshots are property of companies as applicable.Usage strictly restricted. It is made for classroom teaching and learning purpose
21.
Summary of the
Creative Brief (Contd.) 5. What attribute / information might help produce this response? – A key functional or physical attribute, or an emotional need which the brand fulfills. Not a list. It must relate directly to th response 6. What aspect of the brand personality must the advertising express? – Consider the essence of the brand in a single sentence. Refer “Brand Personality” and “Brand Audit” 7. Are there any media or budget considerations? Physical constraint in size, duration? Promotion Budget? Media restrictions or imperatives? This could be helpful: Additional information that effect the creative thinking. Corporate likes / dislikes. Public Relations. Legal Bars © Prof.( Dr.) R. Bakshi- This ppt presentation (or any part) is not be used without written permission. Illustrations and screenshots are property of companies as applicable.Usage strictly restricted. It is made for classroom teaching and learning purpose
22.
Advertising Creativity Determining what
the advertising message will say or communicate Creative Strategy Creative Tactics Determining how the message strategy will be executed © Prof.( Dr.) R. Bakshi- This ppt presentation (or any part) is not be used without written permission. Illustrations and screenshots are property of companies as applicable.Usage strictly restricted. It is made for classroom teaching and learning purpose
23.
Ways of Advertising
execution Factual message Scientific Demonstration Comparison Testimonial Slice of Life Animation Personality Symbol Imagery Dramatization Humor Combinations © Prof.( Dr.) R. Bakshi- This ppt presentation (or any part) is not be used without written permission. Illustrations and screenshots are property of companies as applicable.Usage strictly restricted. It is made for classroom teaching and learning purpose
24.
The Power Idea Describable
in a simple word or phrase Likely to attract the prospect’s attention Lets prospects vividly experience the goods Revolves around the clinching benefit Allows you to brand the advertising © Prof.( Dr.) R. Bakshi- This ppt presentation (or any part) is not be used without written permission. Illustrations and screenshots are property of companies as applicable.Usage strictly restricted. It is made for classroom teaching and learning purpose
25.
Creative Personnel Characteristics Abstract Less structured Less organized Unconventional Intuitive ©
Prof.( Dr.) R. Bakshi- This ppt presentation (or any part) is not be used without written permission. Illustrations and screenshots are property of companies as applicable.Usage strictly restricted. It is made for classroom teaching and learning purpose
26.
Source of Stimulating
Ideas Read the editorial, content, of both newspaper and magazines Talk to the experts Watch commercials, Movies Look at National and Foreign News Papers Study the advertisements of the competitors Listen to music Understand the target customer profile Know their lifestyle Know the product details © Prof.( Dr.) R. Bakshi- This ppt presentation (or any part) is not be used without written permission. Illustrations and screenshots are property of companies as applicable.Usage strictly restricted. It is made for classroom teaching and learning purpose
27.
Young’s Creative Process Get
raw material and data, and immerse yourself in the problem Immersion Take the information, work it over, wrestle with it in your mind Digestion Turn the information over to the subconscious to do the work Incubation “Eureka! I have it!” phenomenonIllumination Study the idea, evaluate it, reshape it for practical usefulness Verification © Prof.( Dr.) R. Bakshi- This ppt presentation (or any part) is not be used without written permission. Illustrations and screenshots are property of companies as applicable.Usage strictly restricted. It is made for classroom teaching and learning purpose
28.
Wallas’ Creative Process
Model © Prof.( Dr.) R. Bakshi- This ppt presentation (or any part) is not be used without written permission. Illustrations and screenshots are property of companies as applicable.Usage strictly restricted. It is made for classroom teaching and learning purpose Incubation Setting Problem Aside Preparation Gathering Information Verification Refining the idea Illumination Seeing the Solution The Creative Process
29.
Getting Creative Input ©
Prof.( Dr.) R. Bakshi- This ppt presentation (or any part) is not be used without written permission. Illustrations and screenshots are property of companies as applicable.Usage strictly restricted. It is made for classroom teaching and learning purpose Read anything related to the product or market! Listen to what people are talking about! Use the product to become familiar with it! Ask everyone involved for information! Work in and learn about the client’s business! Conduct studies of product, service, audience!
30.
Input Verification and
Revision Evaluate ideas Reject the inappropriate Refine the remaining Give ideas final expression Objective Directed focus groups Message communication studies Portfolio tests Viewer reaction profiles Techniques © Prof.( Dr.) R. Bakshi- This ppt presentation (or any part) is not be used without written permission. Illustrations and screenshots are property of companies as applicable.Usage strictly restricted. It is made for classroom teaching and learning purpose
31.
Developing a Creative
Strategy Target audience identity Creative Strategy Basic problem, issue, opportunity Major selling idea or key benefit Any supportive information © Prof.( Dr.) R. Bakshi- This ppt presentation (or any part) is not be used without written permission. Illustrations and screenshots are property of companies as applicable.Usage strictly restricted. It is made for classroom teaching and learning purpose
32.
Case “Dalda” Re-launch ©
Prof.( Dr.) R. Bakshi- This ppt presentation (or any part) is not be used without written permission. Illustrations and screenshots are property of companies as applicable.Usage strictly restricted. It is made for classroom teaching and learning purpose
33.
Case - Ariel
(Agency – Madison) © Prof.( Dr.) R. Bakshi- This ppt presentation (or any part) is not be used without written permission. Illustrations and screenshots are property of companies as applicable.Usage strictly restricted. It is made for classroom teaching and learning purpose
34.
Copy Platform Outline
Basic problem or issue the advertising must address Advertising and communications objectives Target audience Major selling idea or key benefits to communicate Creative strategy statement Supporting information and requirements © Prof.( Dr.) R. Bakshi- This ppt presentation (or any part) is not be used without written permission. Illustrations and screenshots are property of companies as applicable.Usage strictly restricted. It is made for classroom teaching and learning purpose
35.
Copywriting Copywriting is the
process of writing advertising promotional materials. Copywriters are responsible for the text on brochures, billboards, websites, emails, advertisements, catalogs, and more. The text is known as “copy.” Copy is everywhere — it's part of a industry worldwide. © Prof.( Dr.) R. Bakshi- This ppt presentation (or any part) is not be used without written permission. Illustrations and screenshots are property of companies as applicable.Usage strictly restricted. It is made for classroom teaching and learning purpose
36.
Approaches suggested by
David Ogilvy Pointed its importance brand image for similar competing brands. Prescribed eleven commandments for advertising campaigns: 1. What is say is more important than how you say it. 2. Unless your campaign is built around a great idea, it will flop. 3. Give the facts. The consumer isn’t a moron; she is your wife. 4. You cannot bore people into buying. 5. Be well mannered, but don’t clown. 6. Make your advertising contemporary. 7. Committees can criticise advertisements, but they cannot write them. 8. If you are lucky enough to write a good ad, repeat it until it stops pulling. 9. Never write an advertisement which you wouldn’t want your family to read. 10. The image and the brand: it is the total personality of a brand rather than any trivial product difference, which decides its ultimate position in the market. 11. Don’t be a copycat. © Prof.( Dr.) R. Bakshi- This ppt presentation (or any part) is not be used without written permission. Illustrations and screenshots are property of companies as applicable.Usage strictly restricted. It is made for classroom teaching and learning purpose
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Approaches Suggested by
Bill Bernbach Bill Bernbach said that ad execution can be as important as what you say. He emphasised the ad execution elements. His ads communicated a feeling that the consumer is bright enough to understand. The message approach was clean and direct. He believed that one should be as simple, as swift and as penetrating as possible to stand out from other ads. He also frequently used humour in advertising successfully. © Prof.( Dr.) R. Bakshi- This ppt presentation (or any part) is not be used without written permission. Illustrations and screenshots are property of companies as applicable.Usage strictly restricted. It is made for classroom teaching and learning purpose
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Approaches Suggested By
Leo Burnett Leo Burnett’s approach focuses on finding out the product characteristic that made the manufacturer make it and the product benefit that motivates the consumer to purchase it. His emphasis was on communicating the consumer benefits. His ads reflected the ‘common touch’ by using plain ordinary people; contrasted with that of Ogilvy who used prestigious personalities as endorsers. © Prof.( Dr.) R. Bakshi- This ppt presentation (or any part) is not be used without written permission. Illustrations and screenshots are property of companies as applicable.Usage strictly restricted. It is made for classroom teaching and learning purpose
39.
Ad Structure Promise of
benefit (Headline) Spelling out of promise (subheadline) Amplification of story Proof of claim Action to take © Prof.( Dr.) R. Bakshi- This ppt presentation (or any part) is not be used without written permission. Illustrations and screenshots are property of companies as applicable.Usage strictly restricted. It is made for classroom teaching and learning purpose
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Model of Marketing
Information Flow Knowledge of vital marketing information Client gatekeepers (Brand manager) Internal client decision to share information with agency Agency gatekeeper (Account manager) Agency gatekeeper decision on sharing client info with staff Creative staff Art is created Client/agency communication Internal agency communication © Prof.( Dr.) R. Bakshi- This ppt presentation (or any part) is not be used without written permission. Illustrations and screenshots are property of companies as applicable.Usage strictly restricted. It is made for classroom teaching and learning purpose
41.
Search for a
Major Selling Idea Positioning the Brand Use a Unique Selling Position Create the Brand Image Positioning Seeking the Major Idea © Prof.( Dr.) R. Bakshi- This ppt presentation (or any part) is not be used without written permission. Illustrations and screenshots are property of companies as applicable.Usage strictly restricted. It is made for classroom teaching and learning purpose
42.
Approaches Suggested By
Rosser Reeves Reeves developed the concept of Unique Selling Proposition (USP). His approach was directed at creating sales rather than aesthetic appeal. He proposed that each product must develop its own USP, which should dominate the ad and emphasised in repetitions. Another consideration was that the USP must offer ‘sustainable competitive advantage’, that cannot be copied easily. © Prof.( Dr.) R. Bakshi- This ppt presentation (or any part) is not be used without written permission. Illustrations and screenshots are property of companies as applicable.Usage strictly restricted. It is made for classroom teaching and learning purpose
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The Unique Selling
Proposition (USP) Buy this product/service and you get this benefit or reward Must be unique to this brand or claim; something rivals can't or don't offer UniqueBenefit Unique Selling Proposition Promise must be strong enough or attractive enough to move people Potent © Prof.( Dr.) R. Bakshi- This ppt presentation (or any part) is not be used without written permission. Illustrations and screenshots are property of companies as applicable.Usage strictly restricted. It is made for classroom teaching and learning purpose
44.
Salt and Neem
Good for Gums and Teeth Fights Germs Natural and Herbal Goodness of Neem. Applications of the “USP” © Prof.( Dr.) R. Bakshi- This ppt presentation (or any part) is not be used without written permission. Illustrations and screenshots are property of companies as applicable.Usage strictly restricted. It is made for classroom teaching and learning purpose
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Perspectives of Great
Ad Men on the “Big Idea” Brand image or personality is particularly important when brands are similar “Every ad must contribute to the complex symbol that is the brand image.” David Ogilvy Find the inherent drama or characteristic of the product that makes consumers buy it “(Inherent drama) is often hard to find but it is always there, and once found it is the most interesting and believable of all advertising appeals.” Leo Burnett © Prof.( Dr.) R. Bakshi- This ppt presentation (or any part) is not be used without written permission. Illustrations and screenshots are property of companies as applicable.Usage strictly restricted. It is made for classroom teaching and learning purpose
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Message Formats © Prof.(
Dr.) R. Bakshi- This ppt presentation (or any part) is not be used without written permission. Illustrations and screenshots are property of companies as applicable.Usage strictly restricted. It is made for classroom teaching and learning purpose Factual / News (E.g. De Beers Diamonds) Comparison (E. g. Pepsodent) Demonstration Usage (E. g. Kissan Jam) Before and after (E. g. Fair and Lovely Anti Marks) Problem and Solution (E. g. Dabur Vatika ) Slice of Life (E. g. Complan Mother) Drama (E. g. National No Passina Commission) Teaser (E. g.Frooti Digen Verma) Spokesperson (E.g. Saffola Gold Sanjiv Kapoor) Personality Symbol (E. g. Pillsbury Droughboy) Short incidents (Vignette) (E. g. Kodak Moments) Testimonials (E. g. Vim Washing Challange) Lifestyle (E. g. Ever Youth Wash ) Image (E. g. Hero Honda ) Scientific evidences (E. g. TVS Bikes ) Musical (E.g. Nirma)
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Tips for writing
a print advertisement © Prof.( Dr.) R. Bakshi- This ppt presentation (or any part) is not be used without written permission. Illustrations and screenshots are property of companies as applicable.Usage strictly restricted. It is made for classroom teaching and learning purpose Be a consistent learner Indulge in the product Understand the audience Brainstorm Know rules before breaking them Base creativity on strategy Learn to work without the USP Arouse the audience interest Break free from stereotypes Don’t overpromise Reinforce your identity Emphasis on the benefits and not on features Use numbers with caution Keep it straight and simple Keep the communication current Stay away form the obvious
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Creative Tactics: Print
Advertising Headline Words in the leading position of the ad. Attract readers’ attention/interest and encourage them to read the rest of the ad Direct Headlines – straightforward and informative about the product or service Indirect Headlines – provoke curiosity or interest by use of questions, provocations, challenges, how-to Subheads Smaller than the main headline, larger than the copy. Used to break up large amounts of copy and highlight key sales points Body copy The main text portion of a print ad, used to present the relevant information. Content depends on appeal and execution style © Prof.( Dr.) R. Bakshi- This ppt presentation (or any part) is not be used without written permission. Illustrations and screenshots are property of companies as applicable.Usage strictly restricted. It is made for classroom teaching and learning purpose
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Creative Tactics: Print
Ad Components Visual Elements Must attract attention Communicate idea or image Work in synergistic fashion with headline and copy Illustrations such as drawings or photos Identification marks such as trademarks, logos, brand name Layout or Format The physical arrangement of the various elements of a print ad including headline, subheads, body copy, illustrations, and identifying marks Decisions include size, color, white space © Prof.( Dr.) R. Bakshi- This ppt presentation (or any part) is not be used without written permission. Illustrations and screenshots are property of companies as applicable.Usage strictly restricted. It is made for classroom teaching and learning purpose
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Headline The headline is
the most important part of a print advertisement If the headline does not excite, the rest of the ad will go unread. Get attention by telling them what they want to know immediately. Use a benefit in the headline. No formula can be given for writing a good headline, however, several factors should be considered in evaluating an effective headline It should be short, simple words, usually no more than ten. It should include an invitation to the prospect, primary product benefits, name of the brand, and an interest-provoking idea to gain readership of the rest of the ad. The words should be selective, appealing only to prime prospects. It should contain an action verb. It should give enough information so that the consumer who reads only the headline learns something about the product and its benefit. © Prof.( Dr.) R. Bakshi- This ppt presentation (or any part) is not be used without written permission. Illustrations and screenshots are property of companies as applicable.Usage strictly restricted. It is made for classroom teaching and learning purpose
51.
Elements of a
Print ad Headline Visual Body Copy Identification Marks © Prof.( Dr.) R. Bakshi- This ppt presentation (or any part) is not be used without written permission. Illustrations and screenshots are property of companies as applicable.Usage strictly restricted. It is made for classroom teaching and learning purpose
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Print Advertising Layout A
masterplan or blueprint of a printed or published work that lays out the arrangement of it different graphic elements (viz. body copy, headline, colours, illustration scale) • Size • Expressed in columns, column inches or portions of a page • Color • Black & white or two-, three-, or four- color printing • White Space • Marginal and intermediate space on the page that remains unprinted © Prof.( Dr.) R. Bakshi- This ppt presentation (or any part) is not be used without written permission. Illustrations and screenshots are property of companies as applicable.Usage strictly restricted. It is made for classroom teaching and learning purpose
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Categories of Headlines Presents
a new benefit Promises an existing benefit Invokes curiosity Emphasizes selectivity 1. Mention problems and solutions for people who use the product often. 2. Consumers are more interested in specific, not general headlines. 3. Say something important to the reader. 4. Simple is better, but it can be more than one sentence. © Prof.( Dr.) R. Bakshi- This ppt presentation (or any part) is not be used without written permission. Illustrations and screenshots are property of companies as applicable.Usage strictly restricted. It is made for classroom teaching and learning purpose
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Slogan 1. Originally derived
from the Gaelic “slugh gairm”, meaning “battle cry,” the word slogan has an appropriate background. 2. A slogan sums up the theme for a product’s benefits to deliver an easily remembered message in a few words. 3. Slogans communicate the essence of the product’s position. 4. When combined with a catchy tune, a jingle is formed. Elements of a Good Slogan. 1. Slogans differ from most other forms of writing because it is designed to be remembered. 2. Slogans are repeated to impress a brand and its message on the consumer. 3. The best slogans are short, clear, and easy to remember Amul: “the taste of India” Ceat: “born tough” Horlicks: “taller stronger sharper” © Prof.( Dr.) R. Bakshi- This ppt presentation (or any part) is not be used without written permission. Illustrations and screenshots are property of companies as applicable.Usage strictly restricted. It is made for classroom teaching and learning purpose
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Institutional slogans Hard-sell
slogans © Prof.( Dr.) R. Bakshi- This ppt presentation (or any part) is not be used without written permission. Illustrations and screenshots are property of companies as applicable.Usage strictly restricted. It is made for classroom teaching and learning purpose Bank of India “Relationships beyond Banking” Life Insurance Corporation of India “Yogatsevam Behamyam” Nike “Just Do It” KFC: “Its Finger Liking Good.” Avis : “We Try Harder.” Close-up: “Kya App Close-up Karte Hain?” Slogans
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Rules for Creating
a Radio Advertisement Get the attention of the audience quickly Register The Brand name in the audience fast Offer your appeal in simple terms clearly Keep a friendly tone Radio can be made to be participatory through the Telephone © Prof.( Dr.) R. Bakshi- This ppt presentation (or any part) is not be used without written permission. Illustrations and screenshots are property of companies as applicable.Usage strictly restricted. It is made for classroom teaching and learning purpose
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Do’s and Don’ts
for Radio Do’s 1. Write for the audiences Ear 2. Capture the listeners imagination 3. Stick to a strong idea 4. Set mood for the product usage Don’ts 1. Do not make the work complicated 2. Don’t use too much jargons © Prof.( Dr.) R. Bakshi- This ppt presentation (or any part) is not be used without written permission. Illustrations and screenshots are property of companies as applicable.Usage strictly restricted. It is made for classroom teaching and learning purpose
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Suggestions of creating
a T.V. Advertisement 1. Identify the brand 2. Show the package 3. Food in motion (Food food products) 4. Close Ups 5. Open with the fire 6. Sound effects 7. Voice over the camera 8. Show the product usage © Prof.( Dr.) R. Bakshi- This ppt presentation (or any part) is not be used without written permission. Illustrations and screenshots are property of companies as applicable.Usage strictly restricted. It is made for classroom teaching and learning purpose
59.
Don’ts of T.V.
Advertisements Don’t hang in a wrong idea Never make the mistake that you are the sole creator of the commercial © Prof.( Dr.) R. Bakshi- This ppt presentation (or any part) is not be used without written permission. Illustrations and screenshots are property of companies as applicable.Usage strictly restricted. It is made for classroom teaching and learning purpose
60.
Storyboard (TV) -
Dakin Air Conditioners © Prof.( Dr.) R. Bakshi- This ppt presentation (or any part) is not be used without written permission. Illustrations and screenshots are property of companies as applicable.Usage strictly restricted. It is made for classroom teaching and learning purpose
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Evaluation and Approval
of Creative Work Guidelines for Evaluating Creative Output • Consistent with brand’s marketing objectives? • Consistent with brand’s advertising objectives? • Consistent with creative strategy, objectives? • Does it communicate what it’s suppose to? • Approach appropriate to target audience? • Communicate clear, convincing message? • Does execution overwhelm the message? • Appropriate to the media environment? • Is the advertisement truthful and tasteful? © Prof.( Dr.) R. Bakshi- This ppt presentation (or any part) is not be used without written permission. Illustrations and screenshots are property of companies as applicable.Usage strictly restricted. It is made for classroom teaching and learning purpose
62.
Case Prestige TTK
Group Where are we?: Established in the late 50’s, TTK Prestige Ltd., pioneered the pressure-cooking concept in India. Subsequent innovations and introductions like the revolutionary GRS (Gasket Release System) have established the brand as the leader for over three decades. Over time, enthused by the growth of the category, many players entered the fray. With no new developments in the category, a whole lot of local clones made their appearance. The last few years saw marginal growth in the category placing immense pressure on market shares. TTK Prestige therefore decided to enter newer categories, retaining their focus on the kitchen. This would enable them to expand both depth of usage as also newer consumers. In turn, it would propel future growth. Even as it started to offer other products like gas stoves, non-stick cookware and knives, consumers continued to see it as a ‘Pressure Cooker’ Company. Consumers were transacting with a host of new brands, which had virtually invaded their life, in the kitchen and outside the kitchen as well. With a whole lot of new kitchen aids, objects for the home were beginning to look smarter. © Prof.( Dr.) R. Bakshi- This ppt presentation (or any part) is not be used without written permission. Illustrations and screenshots are property of companies as applicable.Usage strictly restricted. It is made for classroom teaching and learning purpose
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Case: Consumer Insight: The
woman of today makes her own decisions, unlike the woman of yesteryears. She looks for smarter products because she sees them as a reflection of her personality © Prof.( Dr.) R. Bakshi- This ppt presentation (or any part) is not be used without written permission. Illustrations and screenshots are property of companies as applicable.Usage strictly restricted. It is made for classroom teaching and learning purpose
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Marketing objective To
be the No 1 kitchen small appliance brand in India. Gain significant market share in each product group, to be within the top 3 brands. To create a clear, positive shift in imagery from being known merely as a pressure cooker company to being a complete kitchen appliance brand. © Prof.( Dr.) R. Bakshi- This ppt presentation (or any part) is not be used without written permission. Illustrations and screenshots are property of companies as applicable.Usage strictly restricted. It is made for classroom teaching and learning purpose
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Key issues facing
the brand Consumer decision-making had become product- based. The product was considered and bought as commodity. The category was taken for granted. While the equity of the brand was derived from the Pressure Cooker, the brand was seen as old- fashioned, with no newness to the products, either in feature or form. This was in contrast to today’s smart looking kitchens. The consumer’s awareness of other products in the range was low. The brand was not seen or actively felt, due to a lack of communication. © Prof.( Dr.) R. Bakshi- This ppt presentation (or any part) is not be used without written permission. Illustrations and screenshots are property of companies as applicable.Usage strictly restricted. It is made for classroom teaching and learning purpose
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Brand strategy Drive
the new smart kitchen with the brand Prestige: Through a host of ‘new’ products. These new products have to be anchored in today’s technology Cookers would still drive the core of the brand: making it essential to have a superior cooker, in form and function. Drive the change in imagery through new aggressive communication for these new ‘smart’ products. Appropriate the high ground of a complete kitchen appliance brand. © Prof.( Dr.) R. Bakshi- This ppt presentation (or any part) is not be used without written permission. Illustrations and screenshots are property of companies as applicable.Usage strictly restricted. It is made for classroom teaching and learning purpose
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Task on hand
Launch the new products in different categories. Establish the new Prestige as the complete kitchen brand. Transport the current brand equity of trust and reliability to the complete new kitchen appliances range. Create a positive and modern imagery. © Prof.( Dr.) R. Bakshi- This ppt presentation (or any part) is not be used without written permission. Illustrations and screenshots are property of companies as applicable.Usage strictly restricted. It is made for classroom teaching and learning purpose
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Target audience and
Insights Housewives in the age group 25 – 44 years in SEC AB households residing in metros and mini metros. Insights The core Prestige consumer saying ‘How I wish my Prestige would change and give me new things’. Today’s woman is different. She has changed from: 1. Living with her man’s decisions to taking her own decisions. 2. From a mere user of products to a buyer of products. 3. Being conservative to being modern even while retaining her traditional linkages. 4. Believing that the kitchen is a forgettable corner to the kitchen is an extension of her ‘Smart’ personality. In her mind, Prestige remains where it was years ago. Therefore, the need to move away from the existing tagline ‘Jo biwi se kare pyar, woh Prestige se kaise kare inkar?’ The new thought needs to reflect her changed status. Her key concern: How to make the kitchen look smarter? © Prof.( Dr.) R. Bakshi- This ppt presentation (or any part) is not be used without written permission. Illustrations and screenshots are property of companies as applicable.Usage strictly restricted. It is made for classroom teaching and learning purpose
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Before After Targeted Destination 1.
Recognise a problem in the kitchen. 2. Recognise that a kitchen appliance could solve the 3. problem. 4. Recognise that brand Prestige could have a smart 5. product to solve the problem. 6. Search for that smart product from Prestige. 7. Pick up a product from the Prestige range. 1. Recognise a problem in the kitchen. 2. Recognise that a kitchen appliance could solve 3. the problem. 4. Identifying a product that caters to/solves the need 5. and works efficiently. 6. Search for the product/ label. 7. Pick up a product/label influenced by current 8. salience. © Prof.( Dr.) R. Bakshi- This ppt presentation (or any part) is not be used without written permission. Illustrations and screenshots are property of companies as applicable.Usage strictly restricted. It is made for classroom teaching and learning purpose
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Communication and creative
strategy To drive the brand through individual creative units for different new products, helping position Prestige as ‘smart’. To communicate the differentiated lead product. By establishing product features through demonstrations. To highlight the underlying link across the brand’s offerings: Prestige: kitchen products for today’s smart woman; summed up creatively as: Prestige: Are you ready for a smarter kitchen? To ensure a stylish and sleek execution to make the brand modern and aspirational. © Prof.( Dr.) R. Bakshi- This ppt presentation (or any part) is not be used without written permission. Illustrations and screenshots are property of companies as applicable.Usage strictly restricted. It is made for classroom teaching and learning purpose
71.
Thank You © Prof.(
Dr.) R. Bakshi- This ppt presentation (or any part) is not be used without written permission. Illustrations and screenshots are property of companies as applicable.Usage strictly restricted. It is made for classroom teaching and learning purpose