2. Layout
Creative approaches;
The art of copywriting;
Advertising copy testing;
Creativity in communication,
Motivational approaches & appeals,
Advertising budget process;
Methods of determining Advertising appropriations.
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Presented by: Ms. Himani
3. Creative Approaches
Advertising can create a desire for products and
services through the appeals they use to persuade
prospective buyer to buy goods and services.
Advertising appeal is therefore the basis or
approach used in an ad message to attract the
attention or interest of consumers and/or influence
their feelings toward the product or service or
cause.
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Presented by: Ms. Himani
6. The art of copywriting
Advertising copy is central to the marketing campaigns of an
organization.
The aim of the copy is to ensure that the actual information presented
to the customers influence them to buy your products rather than a
competitor’s.
Advertising copy is the dialogs of the TV advertisement, radio
advertisements or the print advertisement.
In radio advertisements, the role of advertisement copy is all the more
important as there are only a few other things which can be used to
attract listeners attention.
Also, in print form of advertisements, the positioning and the
appearance of the text needs to be thoroughly reviewed apart from the
meaning it is conveying.
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Presented by: Ms. Himani
7. Continued
The main objective for inking an advertising copy is to
make the customer buy your company’s product.
Drafting an advertisement copy requires skill & effort.
It requires a thorough analysis of the target audience.
It is a crucial aspect of advertisement as for
advertisements it is the one thing which is going to convey
advertisers message.
There are many theories which makes advertisement
copies effective and appealing to the customers.
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Presented by: Ms. Himani
8. Advertising Copy Testing
It is a specialized field of market research that
determines advertisement’s effectiveness based on
customer response, feedback and behavior.
Useful for selecting one out of many ads executions
or to improve compression or tone of the ads.
It is both qualitative and quantitative market research
technique.
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Presented by: Ms. Himani
9. What to test?
Source factors: effectiveness of Spokesperson used
e.g.- Tiger Woods for Nike-successful
Britney Spears for Pepsi-Unsuccessful as she grew old
Message variables: Meaningful, memorable, attractive
e.g. - Ad showing celebrities using LUX beauty soap appears vague
Media strategies: Integrated media mix(contribution of
various media and their synergistic effect)
Budgeting decisions: Relationship of ad budget & sales
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Presented by: Ms. Himani
10. When to test?
Pretesting:
Measures taken before the campaign is implemented.
Occurs at point-idea generation, rough execution, testing the final version
before implementing it. e.g. Concept testing
Methods used: -Laboratory Methods -Field Methods
Advantages: Inexpensive feedback, money saving
Disadvantages: Miscommunication, time delay
Post testing:
To determine whether the objective is accomplished or not
Serve as a input into the next period’s situation analysis
Methods used: Field Methods
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Presented by: Ms. Himani
11. Creativity in communication
There are 4 questions your copy needs to answer:
1 What exactly is being offered? You should answer the
question: “What’s in it for me if I give you my information?”
2 What are the benefits of the offer? You should explain why
your reader just can’t live without it!
3 Why does the prospect need the offer NOW? Your copy
should make it easy for your prospect to convert.
4 How does the prospect get the offer? Your copy should
make it easy for the lead to convert.
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Presented by: Ms. Himani
12. Advertising budget process
AFFORDABLE METHOD
Advertisers base their advertising budget on what they can afford. An amount
after allocating all the relevant company expenditure is given for advertising.
It is based on the presumption that the firm can only afford that much amount on
advertising.
This method is not logical since it doesn’t considering the advertising needs of
the firm.
PERCENTAGE OF SALES METHOD
A fixed percentage of the sales figure is allocated as advertising budget.
This sales figure could be last year’s sales figure or the average of the sales
figures of last years.
It may also use projected sales figure in determining the ad budget.
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Presented by: Ms. Himani
13. Continued
COMPETITIVE PARITY METHOD
The advertising expenditures of competitors are taken as the
guidelines for setting advertising budget.
It is based on the belief that the firm will maintain his market share as
it spend same amount on advertising as his competitors
This method is used as a defensive device by the advertiser
OBJECTIVE AND TASK METHOD
Most logical way of setting advertising budget.
It focus on the advertising task that is to be achieved.
Advertising objectives are fixed after intensive market research.
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Presented by: Ms. Himani
14. Methods of determining
Advertising appropriations
The advertiser while selecting the media should consider
the following factors:
Class of the audience
Extent of coverage
Nature of the product
Nature of the competition
Reputation of the medium
Cost of the media
Time and location of buying decisions
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Presented by: Ms. Himani
