4. Visualization
Visualization refers to seeing in the mind’s eye the
form of the idea as it would appear in the
advertisement.
Professor Mawrice
Visualization is a creative process dealing with
visioning or imagining the units or masses or
elements that go into the advertisement that is to be
presented to the audience.
- C. N. Sontakki
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5. Visualization
Visualization is the starting point of copy writing.
It is the conceptualization of the total idea of a
particular advertisement.
It is the basis skill of expression – a metal process
of creating an idea to be expressed and
communicated to the prospects by way of an
advertisement.
The copy writer is to visualize the advertisement
in the final form before he writes the copy.
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6. Visualization
Visualizer or the copy writer pictures in his mind
all the items which are to be included and dreams
to give graphic shape to his idea.
It encompasses the creative activity of forming a
mental picture of the idea that would appear in the
advertisement.
It is the process of ideation. Ideation, in turn, is the
process of creating ideas or giving birth to ideas or
discovering ideas.
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7. Visualization Process
(Alex Osborn, Creative Education Foundation, USA )
Orientation
Preparation
Analysis
Ideation
Incubation (A ha stage) (Illumination stage)
Synthesis
Verification
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9. Qualities of a creative Visualizer
Natural curiosity
Vivid distillation
Accessible language
Visual and verbal expression
New thought connection
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10. Advertisement Copy
An advertisement copy is all the written or spoken
matter in an advertisement expressed in words or
sentences and figures designed to convey the
desired message to the target customers.
C N Sontakki
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16. Functions of Headline
Attract reader’s attention
Arouse interest
Present selling message
Provide product news
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17. Essentials of Good Illustrations
Simple
Suggestive
Interesting
Relevant
Believable
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18. Techniques of Illustrations
Package containing the product
Product alone
Product in use
Comparison of products
Users’ benefit
Endorsement
Before and after
Humor
Product in setting
Symbolic
Magnification
Situation dramatization
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19. Types of Illustrations
Main illustrations
Subsidiary illustration
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20. Print Copy Development Process
Creative Brief
Objectives
Target audience
Message theme
Support
Constraints
Adcepts (Advertising + Concept)
Thumbnails
Rough or visuals
Comprehensive (Comp)
Copy with artwork
Final copy
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21. Consideration in Radio
Copywriting
Personal message
Use of sound
Use short words and sentences
Repeat the brand name
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22. Delivery Formats of Radio
Message
Jingle
Narrative copy
Straight copy
Personality copy
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23. Tools of Radio Copywriting
Words
Voice
Music
Sound effects
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24. Copywriting for TV
Straight announcement
Demonstration
Dramatization
Dialogue
Celebrity endorsement
Advertorials (Advertising + Editorial)
Infomercials (Information +Commercials)
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25. Advertisement Layout
The layout is a visual expression of the ideas of the
creator of an advertisement.
Layout is a blueprint for ad presentation
It is a working drawing for orderly arrangement of
various elements of ad copy.
Layout shows the size, position, color, and weight of
different elements that make up an advertisement
It is also called rough, sketch, visual, dummy, story
board
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26. Functions of Layout
Organize copy elements
Bring copywriter and art director together
Enable advertiser to foresee the future ad
Guide specialists
Help to estimate cost
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27. Principles of Good Layout
Principle of balance
Principle of movement (Rhythm)
Principle of emphasis (Contrast)
Principle of unity
Principle of simplicity
Principle of proportion
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29. Factors Affecting Message Design
Objectives of Advertising
Nature of Product
Types of Customer
Competitors’ Message
Media
Government Rules and Regulation
30. Message Structure
Order of presentation
Conclusion drawing
Message sidedness
Refutation
Verbal or visual
Appeal
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31. Models of Message Design
Head and heart model
Advertising effects model
AIDA
HOE
MECCA model (Means –end theory)
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32. Head and Heart Model
INVOLVEMENT
LEVEL
HEAD
Hard sell:
Information
HEART
Soft sell:
Emotions
High The Thinkers
(Learn-Feel-Do)
The Feelers
(Feel-Learn-Do)
Low The Doers
(Do-Learn-Feel)
The Reactors
(Do-Feel-Learn)
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37. Five Elements of MECCA Model
Product attributes
Consumer benefits
Leveraging points
Personal value
Executive framework
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43. Advertising Appeal
Appeal is the central idea of an advertisement
An appeal is the earnest request or a plea to the
prospects
C N Sontakki
Every advertisement is an appeal to buy and use
the product or the service supported by reasons to
buy and use
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44. Essentials of a Good Appeal
Thematic
Communicative
Interesting
Believable
Compete
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45. Types of Appeals
Rational appeals
Emotional appeals
Positive emotional appeals
Negative emotional appeals
Moral appeals
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47. Positive Emotional Appeals
Humor appeal
Beauty appeal
Love appeal
Pride and prestige appeal
Joy and thrill appeal
Sex appeal
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49. Moral Appeals
Consumer rights
Education
Gender equality
Women rights
Women trafficking
Anti-Smuggling
Donation
Social responsibility
Environment protection
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50. Types of Sex Appeals
Overt sex
Nudity/partial nudity
Sexual suggestiveness
Sensuality
Subliminal
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51. Execution Framework
Animation
Slice-of-life
Dramatization
Testimonials
Authoritative
Demonstration
Fantasy
Informative
De
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52. Color
Primary color – Red, blue, yellow
Secondary color – Green, violet, orange, purple
Neutral color – Black, white
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53. Color in Advertising
Color connotations
Color attributes
Hue: RED, Blue, Green
Value: Crimson, pink
Chroma
Functions of color
Limitations of color
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54. Color Connotations
White –Purity
Red – anger, danger, hope,
Pink – romantic
Blue – tranquility
Green – eco-friendly, nature
Yellow- warm,
Black – grief
Purple-luxury, wealth
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55. Media Research
Media research is concerned with gathering,
processing, interpreting and reporting media
information.
It can be about:
Types of media/media vehicles
Demographics of media audience
Effectiveness of media
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56. Media Research Process
Define the problem
State research objectives
Develop research plan
Sources of data
Research techniques
Sampling
Contact method
Data analysis tool
Collect data
Analyze data
Report findings
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57. Role of Media Research
Media identification
Media selection
Ad budgeting
Ad efficiency
Media strategy
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58. Subjects of Media Research
Circulation (ABC) Audit bureau of circulation
Reach
Frequency
Cost
Impact
Gross Rating point (GRP)
GRP = Reach * Frequency
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59. Types and Nature of Media
Indoor media
TV, news paper, magazine, radio, film
Outdoor media
Hoarding board, poster, wall painting, aerial ad,
electric sigh, traveling display, sand witch men
Direct Media
Display Media
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