Education

1. INTEGRATED MARKETING
COMMUNICATIONS
UNIT 3
DESIGN AND EXECUTION OF ADVERTISEMENTS
DR. KANCHAN KUMARI
FACULTY OF MANAGEMENT AND INTERNATIONAL BUSINESS
DEPARTMENT OF MANAGEMENT STUDIES

2. MESSAGE DEVELOPMENT IN ADVERTISING
• Message development involves putting together the information that needs to be
conveyed to the general public and to the intended audiences during an
emergency.
• Message means a lesson or central idea of advertising.
• The message is something that advertiser wants to convey the market. Message must
be such that makes the viewers or readers to try and/or buy the products.
• Message or theme has different types of appeals like fear appeal, emotion appeal,
beauty appeal, confidence or distinction appeal, economy appeal, health appeal,
personality and image appeal, etc.

3. MESSAGE MUST FULFIL CERTAIN CONDITIONS:
• a) Message must be attractive.
• b) It must be suggestive.
• c) It must be appealing or motivating.
• d) It must fulfill legal and social conditions.
• e) It must be convincing.
• f) It must be memorable.
• g) It must indicate major benefits of products, etc.

4. PROCESS OF DEVELOPING ADVERTISING MESSAGE:

5. DIFFERENT TYPES OF ADVERTISEMENTS
• Online search advertising.
• Social media advertising.
• Print.
• Direct mail.
• Broadcast, video and TV advertising.
• Out-of-home (OOH) outdoor advertising.
• Cell phone mobile advertising.
• Product placement.
• Consumer Generated
• Radio & podcast Advertisement

6. LAYOUT IN ADVERTISING
• Advertising layout is the arrangement of visual elements in an ad, such as
images, text, colors, and shapes. It influences how people perceive and respond
to your message, so it's important to create effective layouts that capture
attention, communicate clearly, and persuade action.

7. Different types of layout in advertising

8. DESIGN APPEAL
• Advertising design is the intersection of marketing and design. It refers to the
visual artwork created specifically for advertisements (or, simply, “ads”). Ad
design, which is usually used synonymously with graphic design advertising,
differs in the fact that its sole purpose is to sell products and services.

9. ADVERTISEMENT PRODUCTION
• Advertising Production means a department section where an employee who
would normally perform work, but not limited to, tasks that requires skills
commensurate to the attainment of proficiency in composition, graphic
reproduction and graphic design.
• Advertising Production Team . Means an employee who would normally perform
work that requires skills commensurate to the attainment of proficiency in
composition, graphic reproduction, graphic design and who develops and
performs skills beyond their existing skills base within the Advertising trade.

10. TYPES OF ADVERTISEMENTS
• These types of advertisements are:
• Print Advertising: Newspaper, magazines, & brochure advertisements, etc.
• Broadcast Advertising: Television and radio advertisements.
• Outdoor Advertising: Hoardings, banners, flags, wraps, etc.
• Digital Advertising: Advertisements displayed over the internet and digital
devices

11. Print Advertising
• Print advertising uses printed media such as newspapers, magazines, direct
mail and billboards to advertise services and attract more customers to a
business. This form of advertising aims to capture an audience's attention when
they read particular publications or receive something in the mail.

12. T.V. AND WEB ADVERTISEMENTS
• TV advertising is a leading advertising format, used to convey a paid message
on television which typically promotes a product, brand or service. TV
advertising remains one of the most effective and popular marketing mediums.

13. MEDIA RESEARCH
• Media Research is the study of the effects of the different mass media on
social, psychological and physical aspects. Research segments the people
based on what television programs they watch, radio they listen, media they
access and magazines they read.
• Media Research is the study of the effects of the different mass media on social,
psychological and physical aspects. Research segments the people based on what
television programs they watch, radio they listen, media they access and
magazines they read.

14. PARAMETERS IN MEDIA RESEARCH
• 1. The nature of medium being used
• 2. The working of the medium
• 3. Technologies involved in it
• 4. Difference and similarities between it and other media vehicles
• 5. Functions and services provided by it
• 6. Cost associated and access to new medium
• 7. Effectiveness and how it can be improved

15. MEASURING IMPACT OF ADVERTISEMENTS
• Advertising is a major source of revenue for businesses. Advertising effectiveness
measures how well a marketing or advertising campaign did and how well it met
the company’s goals. It is very important if the company wants to get a good
return on investment (ROI)
• An effective advertising campaign can increase sales, attract new customers, and
enhance brand perception. Measuring ad effectiveness allows you to understand
the impact and reach of your campaign, allowing you to determine the ideal
amount of exposure and what is and is not working with your advertising
strategies.

16. CONCEPT TESTING
• A concept testing survey helps teams evaluate product development, an ad
campaign, or even a message or claim, by getting feedback from customer
segments who make up the target market. Whether you want to test a single
concept, or compare different concepts with an A/B test, taking the time to test
before you execute can help you avoid mistakes, tailor products for potential
customers, and arm you with data to sell your ideas throughout your company.

17. THE 6 STEPS OF CONCEPT TESTING: HOW TO RUN A
PRODUCT CONCEPT TEST
• Set a goal for your test. ...
• Craft your script and questions. ...
• Recruit the right participants. ...
• Determine the flow of the concept test. ...
• Integrate quantitative measurements. ...
• Review and interpret your results.

18. HOW TO MEASURE & OPTIMIZE ADVERTISING
EFFECTIVENESS
• Clarify your goals.
• Set up data collection and analysis capabilities.
• Measure your advertisement's reach.
• Uncover your effective frequency.
• Identify touchpoints that need optimization.
• Take a closer look at your media mix.
• Link campaign outcomes to revenue

19. THANK YOU !
Dr. Kanchan Kumari