The document discusses various topics related to advertising copywriting and visualization. It covers two brain theory, creative techniques like free association and brainstorming. It defines visualization as conceptualizing the total idea of an advertisement and seeing it in one's mind before writing the copy. Various processes of visualization like orientation, preparation and ideation are explained. The document also discusses elements of advertisement copy like headlines, body text, illustrations and development process. Additionally, it covers media research, types of appeals and execution frameworks used in advertising.

1. Visualization
Dr. Gopal Thapa
Tribhuvan University

2. Creativity in Advertising
 Two brain Theory ( Roger Sperry 1990)
 Thinking, judgment, speaking, mathematical
reasoning
 Feeling, imagining, dreaming, visualization
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3. Creative Techniques in
Advertising
 Free association
 Lateral thinking
 Brain stroming
 Synectics
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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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8. Visualization Process
 Immersion
 Ideation
 Incubation
 Illumination
 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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11. Types of Copy
 Educational copy
 Scientific copy
 Descriptive copy
 Comparative copy
 Questioning copy
 Endorsement copy
 Human interest copy
 Reason why copy
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12. Types of Copy
 Institutional copy
 Suggestive copy
 Narrative copy
 Story copy
 Colloquial copy
 Topical copy
 Picture caption copy
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13. Elements of Ad Copy
 Headline
 Sub-heading
 Body text/main text/ text matter/Body copy
 Slogan/ tagline/ strapline
 Illustrations
 Identification / signature
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14. Quality of good headline
 Unique
 Concise
 Specific
 Provocative
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15. Types of Headline
 Benefit headline
 News headline
 Provocative headline
 Question headline
 Command headline
 Label headline
 Testimonial headline
 Declarative headline
 Negative headline
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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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28. Message Design
(4P’s)
 Personal
 Powerful
 Permanent
 Performance
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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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33. AIDA Model
 Attention
 Interest
 Desire
 Action
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34. AIDA Model
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35. Hierarchy of Effects (HOE) Model
 Awareness
 Knowledge
 Liking
 Preference
 Conviction
 Purchase
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36. HOE Model
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37. Five Elements of MECCA Model
 Product attributes
 Consumer benefits
 Leveraging points
 Personal value
 Executive framework
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38. Message Strategy
 Cognitive Strategies
 Affective message strategy
 Conative Strategies
 Brand strategies
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39. Cognitive Strategies
 Generic message
 Preemptive message
 Unique selling proposition (USP)
 Hyperbole
 Comparative advertisement
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40. Affective Message Strategy
 Resonance advertising
 Emotional advertising
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41. Conative Strategies
 Action-inducing advertisements
 Promotional support advertisement
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42. Brand strategies
 Brand user strategy
 Brand image strategy
 Brand usage strategy
 Corporate advertising
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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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46. Rational Appeals
 Economy appeal
 Quality appeal
 Convenience appeal
 Comfort appeal
 Comparative appeal
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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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48. Negative Emotional Appeals
 Fear appeal
 Anger appeal
 Pain appeal
 Jealousy appeal
 Anxiety 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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60. Indoor Media
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