implementation and control of advertising program

1. ME03001 - ADVERTISING
AND SALES PROMOTION
COURSE FACULTY: MS VIDHYA J
ASSISTANT PROFESSOR
SAVEETHA SCHOOL OF MANAGEMENT
Unit 3

2. UNIT – 3: CREATIVITY IN ADVERTISING
• Creativity – Creative thinking, Creative process, Creativity
strategy, Facets of creative strategy; Copywriting – Copywriting for
print, radio, television, and web; Copywriting in a global
environment

4. Creativity
• Effective advertising should be considered
a two-part construct that includes
originality and appropriateness
• Creativity means to convert new and
imaginary ideas into reality. It is the ability
to observe the world in new ways, to find
hidden patterns. If you have a new idea or
imagination in your mind but don’t act on
them, then you are imaginative but not
creative. If you are a writer, musician,
photographer, or designer, you are called
creative at some point because of your
creativity in your work.

5. Creativity in advertising
• Creative advertising means
choosing a new way, a unique
idea, of delivering an advertising
message.
• It is more efficient than simple
ads. Such advertising is more
memorable, resist for a long time
in mind, costs less media
spending, and builds a strong
customer base.
• Creative advertising messages get
more attention from the
customer.

8. Creative thinking

23. Creative process

24. Creative strategy
• 3 stages:
1. Idea Generation
2. Copy-writing
3. Layout
1. Idea generation stage
1. Orientation: First of all in the
process of idea generation it is
necessary to identify the purpose
or objective of communication then
only a proper creative idea can be
decided.m
• Importance of Creativity
1.) Brand Recognition.
2.) Attract Customers.
3.) Customer likeability
Increase.
4.) Impact on Budget.
5.) Introducing the New Product.

25. • 2. Preparation: Relevant and sufficient
information is required to be gathered.
• 3. Analysis: Once the information is
collected is required to be properly
organised under different heads like-
technical information, consumer behaviour
information, competitors' information etc.
• 4. Ideation: Ideation is the generation of
actual ideas by trying different
combinations of facts and information
available.
• 5. Incubation: Once ideas are generated,
they are kept aside to incubate, i.e., to let
the subconscious mind work on them for
some time.
• 6. Synthesis: When the team arrives at this
step, it is equipped with a number of ideas.
In this stage, the emphasis is on combining
these ideas and evolving something
substantial from it.
• 7. Evaluation: The various ideas generated
in the previous steps are evaluated here.
The criteria used for evaluation are
described here. The idea should be:
• i) Relevant to the communication
objectives.
• ii) Original and capable of catching the
attention of the viewer.
• iii) Flexible so that they can be modified or
extended to other advertisements in the
future.

26. 2. Copy Writing The word 'Copy' has a specific
meaning in the world of advertising. Advertisement
Copy is the soul of advertisement. An Advertisement
Copy is the written and spoken matter expressed in
words, sentences, and figures designed to convey the
desired message to the target audience. In print
media the elements of an ad-copy are head line,
sub-headlines, illustrations, slogans, and brand
name.
• Approaches to Copy Writing A copy-writer has to
answer the following questions to prepare an
effective advertising copy:
• What am I advertising?
• To whom am I advertising?
• How can I convey best the advertising message to
my readers?
• Where and how the product is being sold?
• When the product is purchased and used?
• What legal implications are involved?
3. Layout A layout is a miniature sketch of the proposed
advertisement. A rough layout is first prepared in which
the headline and subheads are lettered in artwork and
photographs are drawn or provided, and the position
various elements of ad-copy is indicated. The rough
layout is tested and modified to prepare the final layout.
The final layout is appended with many explanations and
mechanical designs to give a comprehensive view. It
refers to specifications for estimating costs, guidance for
engravers and blueprints for advertisers.
Functions of the Layout
• It Organises all the Elements
• It Brings Together Copy Writer and Art Director
• It Enables the Advertiser to Visualize his Future
Advertisement.
• It Acts as a Guide to the Copy Specialists.

27. Creative process in advertising
• Creative process in advertising was developed by Professor Graham Walls, an
English sociologist and co-founder of the London School of Economics. He listed
four steps in the creative process in his book “The Art of Thought”:
• The Preparation stage: collect background information
• The Incubation stage: development of ideas and thoughts to solve the
communication problem
• The Illumination stage: the stage of reaching a solution
• The verification stage: the confirmation that the solution fits the customer’s
problem
• This process allows the advertiser to create a message that is targeted to the
right customers, offers the required benefit, and delivers the required results.

28. Types of Creative Strategy
1.) Changing attitude strategies
2.) Appeal Strategy
3.) Positive and Negative Strategies
4.) Comparative Strategy
1. ) Changing attitude strategies
Changing attitude strategies are formed to influence the consumer to buy a particular product.
If a customer is interested in other brand products, then the task is to change the attitude of the
customer toward this product.
If the advertiser wants to influence the customer to its new product, then they have to specify their
feature and benefits.

37. 3.) Positive and Negative Strategies
• A positive advertising promise that the product will
come up with various features, provide pleasure,
provide more comfort, new features, and offers
associate with the product. In negative advertising, they
focus on avoid other brand products by making fear of
damage, pain, destruction, unpleasant experience, etc.
4.) Comparative Strategy
• A comparative strategy involved a comparison between
one or more companies' products and services. This
comparison is based on the illustration of products. If
the comparison does not include any original brand
name or product, it is effective advertising. If an
advertiser used the original brand name or product,
then it creates conflict or controversy.

41. Copywriting
• The word 'Copy' has a specific meaning in the world of advertising.
Advertisement Copy is the soul of advertisement. An Advertisement Copy
is the written and spoken matter expressed in words, sentences, and
figures designed to convey the desired message to the target audience.
In print media the elements of an ad-copy are head line, sub-headlines,
illustrations, slogans, and brand name.
• Copywriting is the skill of choosing the right words and technique of
arranging them smartly to promote business, product, service, idea, or a
person. The selection of words and its presentation largely depends upon
the media through which it is planned to convey. For example,
depending on whether it is a newspaper, magazine, hoarding, radio,
television, or internet, the script will vary accordingly.

42. Elements of Copywriting
• Heading − Headline gives the first impression and lasts on readers’ mind,
therefore, it should be eye-catching. Heading should tell – what it is all
about your ad in a very few words, ranging from 3 to 30 words.
• Body copy − Write body copy in such a way that it seems as the
continuity of the heading. Provide details of all the features and benefits
that you are claiming for. The language should be promising and
trustworthy.
• Slogans − Think of "The ultimate driving machine" (BMW); “Just do
it” (Nike); "Because I'm worth it" (L'Oréal), what comes to your mind?
The moment, you hear the slogans, you link it with the respective brand
not only because you have heard it many times, but rather it works.

43. • Taglines − Taglines are usually used for literary products to reinforce and strengthen the
audience's memory of a literary product. Like, a slogan, it should be small and eye-
catching.
• Jingle Lyrics − More often accompanied with background music, iingle lyric is a short
slogan, tune, or verse written to be easily remembered (especially used in advertising).
For example, Fanta: "Wanna Fanta, Don’t You Wanna?" It should be small, crisp, and
rhythmic (like a song) so that it registers with people at once and they remember it.
• Scripts (for audio and video ad) −Scripts are the descriptions of an ad that narrates the
dialogues, actions, expression, and movements of characters. Since, script is a complete
guidelines of an ad; therefore, it should be written meaningfully, orderly, and nicely.
• Others − (White Paper, Press Release, & other written material such as emails, articles,
and blog (for the internet)): These are all promotional write-ups written purposefully to
promote a particular product/service.
• Copywriting is the art of creative and persuasive writing that goes a long way to sell the
product or an idea. One of the most traditional, but successful techniques of copywriting
is “AIDA” i.e. Attention, Interest, Desire, and Action.

44. Copywriting Techniques
Following are the techniques of persuasive copywriting −
• Use Action Words − Such as watch, look, ask, get, etc.
• Use of Buzzwords − Normally, buzzwords are eye-catching such as now, today,
etc.
• Use Exciting or Emotive words − Such as amazing, wonderful, beautiful, etc.
• Use Alliteration − Use meaningful words of similar sound. For example, Don’t
be vague, ask for Haig.
• Use Colloquial words − Colloquialisms in copywriting is pretty popular and
effective. For example, ‘Pick ‘n Choose.’
• Use Punctuation − Proper use of punctuations and grammar is an important
aspect so that you can pass the right message.

45. Pay Attention while Writing Headlines
• Try to keep headline as small as possible (5
to 10 words are ideal).
• Use meaningful and striking words to make
heading persuasive.
• Try to use brand name in the headline.
• Stick with the typeface in a headline.
Pay Attention while Writing Subheading
• Subheading should support the headline.
• It should be appealing so that the reader is
impressed to read the body copy.
• Use minimum, but meaningful and
fascinating words in subheading.
Pay Attention while Writing Body Copy
• Try to keep the sentences in present tense.
• Use simple and familiar words.
• Keep the sentences small, and do not lose
the link between the sentences.
• Use singular noun.
• Use active verbs.
• Convey message as if it is a new
information to grab attention.
• Avoid using clichés and superlative words.