Study Circle Advertising Copy

8/2/2019 Study Circle Advertising Copy

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ADVERTISING

The power of advertising can be amazing.It is a creative marketing tool whose

influence may go far beyond themarketers intended purpose.

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Advertising planning anddevelopment process

MarketingStrategy

AdvertisingObjectives

AdvertisingBudget

CreativeStrategy

Media

Strategy

AdvertisingProduction

Execution &Evaluation

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SPECIFIC ADVERTISINGOBJECTIVES Increase product

consumption

Generate sales leads

Increase brandawareness

Increase repeat

purchases Support personal selling

efforts

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Indian Media : Key Facts India has grown to be one of the largest television markets of the

world

India produces the highest number of feature films in the shortesttime

Second largest market in the world for newspapers

The country consumed 99mn newspaper copies in 2007

The largest network of radio stations and transmitters

All India Radio (AIR) has 23 stations and 361 transmitterscovering 91.42% of the population

Eighteenth largest country in the world in terms of broadbandInternet users

By 2008 India had a total of 60mn Internet users comprising6.0% of the country's population, and 4.01mn broadbandInternet users

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Popular Forms of Media In India Indias mass media culture, a system that has evolved over centuries,

is comprised of a complex framework

Print(Newspapers, Tabloids, Magazines

etc.)

Television Radio Internet

Popular forms of Media in India

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Total Ad Spend in India in 2005: US $ 3001

Million

Press

(47%)$ 1416 m

Cinema(2.9%)

$ 88 mn

Radio

(1.9%)$ 59m

TV/Cable/Video / Satellite

(40%)$ 1209m

Press clearly continues to dominate the Indian media scene

OutDoor(6.8%)

$206m

INTERNET(0.7%)$ 23m

Source: TAM ADEX - 2006

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Print Media Key Facts The Indian print media segment includes

Newspapers

Magazines

Books

Indian print media is one of the largest in

the world Over 800 registered publications

Printed in 18 languages

Reach over 55% of the population everyday

Highly fragmented industry Multiple players in every region giving rise to the

importance of regional dominance Divided on the basis of languages

Vernacular - 46%

Hindi - 44%

English - 10%

The content and circulation of English-languagenewspapers, are largely focused on the primaryurban centers

Print(Newspapers,Tabloids,Magazines

etc.)


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The 2008 Indian Readership Survey English readership in India larger readership in urban areas

Approximately 7% of the population in urban areas

Only 0.3% of the population in the rural areas

Hindi readership in India proportionately larger readership in rural areas

Approximately 15% in urban areas 5% in rural areas

Largest read Hindi language newspapers

Dainik Jagran (55.7mn readers); Rajasthan Patrika(14mn readers)

Largest read English language newspapers

The Times of India (13.3mn readers); Hindustan Times(6.3mn readers)

Other widely read English papers include: The Hindu (5.2mn); The IndianExpress (1.8mn)

Largest read vernacular newspaper

Published in Malayalam, The Morning Bell (9.7mn readers) has the largestcirculation amongst regional languages


etc.)


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Print Media Growth Key FactorsBooming Indian economyLiterate population on the rise

Increasing consumerismEntry of global brands in the

country

Opening of the sector to foreign investors

Newspaper companies entering newer regions and segments


etc.)


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Indian Media Growth Rates E&M Industry: Compound Annual Growth Rate (CAGR) between 2009-13

India - 10.5%; Global Industry - 2.7%

Key factor improving economic conditions in India

Print Industry: Projected growth over the period 2009-13

Projected growth of 5.6%, touching $ 4.26bn in 2013 from $3.24bn in2008

Newspaper Industry: Projected growth over the period 2009-13

Estimated to grow to $112 billion, the magazine segment is valuedat $16 billion

Television Industry major contributor Estimated growth of 11.4% ($4.8bn in 2008 to $8.4bn by 2013)

Film Industry: Projected growth over the period 2009-13

CAGR of 11.6% over the next five years, touching $3.7bn in 2013from $2.14bn in 2008

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Creative Decisions

Componentsof

CreativeDecisions

Develop and EvaluateAdvertising Appeals

Executethe Message

Evaluate theCampaigns Effectiveness

IdentifyProduct Benefits

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Advertising Appeals

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Advertising AppealsFear

Sex

RationalEmotions

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What is an Advertising Appeal? Refers to the approach used to attract the attention of consumers

and/or to influence their feelings toward the product, service, or cause.

Something that moves people, speaks to their wants or need, andexcites their interest.

The underlying content of the advertisement movie script.

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Deciding on an Advertising Appeal Review Creative Brief (specifically

objectives section)

The nature of the product The preferences of the client (very

important)

Common sense and gut feeling

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Fear Appeal Increases viewer interest in the ad and

the persuasiveness of the ad.

Used with health and beauty products,idea marketing, insurance.

Most experts believe that a moderatelevel of fear is most effective.

Eg:United India insurance

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Fear AppealPrint Ad Example

This ad reminds

people of thedangers ofoverexposure to thesun.

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Advertising and Print


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Sex Appeal Subliminal techniques

Sexual suggestiveness

Axe -

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Rational Appeals Based on ELM and Hierarchy of

Effects model.

Print media is well-suited forrational appeals.

Used by business-to-business

advertisers. Well-suited for complex and high

involvement products.

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Emotional Appeals Based on three ideas:

Consumers ignore most ads.

Rational ads go unnoticed.

Emotional ads can capture attention.

Viewed by creatives as key todeveloping brand loyalty.

Uses peripheral processing route.

B-to-B advertisements using moreemotional appeals.

Works well when tied with other08/06/2011


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Hierarchy of Effects Model

Awareness

Knowledge

Liking

Preference

Conviction

Purchase

Cognitive

Affective

Conative

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Executing the Message

Mood orImage

Musical

Demon-stration

Scientific

Real/AnimatedProductSymbols

Fantasy

Lifestyle

Slice-of-Life

Humorous

CommonExecutional

Styles

Spokes-person/

Testimonial

Goodyear

Dockers
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Creative execution refers to the manner in which an

advertising appeal is carried out or presented

A particular advertising appeal can be executed in avariety of ways and this means of execution can beapplied to a variety of advertising appeals

The impact of the message depends not only onwhat is said but also on how it is said

Any message can be presented in differentexecution styles

Message execution can be decisive
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1. Straight - sell or factual messagethis type of execution relies on a straightforward

presentation of information about the product orservice such as specific attributes or benefits
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2. Scientific/technical evidence

a variation of the straight sell where scientific or

technical evidence or information is presented in thead to support a claim


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3. demonstrationthis type of execution is designed to illustrate the key

advantages or benefits of a product or service byshowing it in actual use or in some contrived orstaged situation
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4. comparison

this type of execution involves a direct or indirectcomparison of a brand against the competition
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5. testimonials

advertisers present their advertising messages in the

form of a testimonial whereby a person speak onbehalf of the product or service based on his or herpersonal use of and/or experiences with it


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6. SLICE OF LIFE

This type of execution is often based on aproblem/solution type of format, a real-life situation


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7. animation this technique uses animated characters or scenes

drawn by artists or on a computer for advertisingtargeted at children


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8. Personality symbol this type of execution involves the use of a central

character or personality symbol to deliver theadvertising message and with which the product orservice can be identified
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9. fantasy

this type of appeal is often used for image advertisingby showing an imaginary situation or illusioninvolving a consumer and the product or service


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10. dramatization

this execution technique creates a suspensefulsituation or scenario in the form of a short story


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11. humour humour can be used as the basis for an advertising

appeal


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12. lifestyle shows how well the product will fit in with the

consumer's lifestyle


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13. Mood or Image

builds a mood or image around the product, such aspeace, love, or beauty

DeBeers ads depicting shadowy silhouettes wearing diamond engagement rings and diamondnecklaces portray passion and intimacy while extolling that a "diamond is forever."
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14. musical

conveys the message of the advertisement throughsong


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15. Culture or Tradition

connects with the culture or traditions to convey the

message. Cadbury celebration ads leverage thefestive occasions


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16. surrogate this kind of a technique is more like a proxy for a

product, where there is a substitute product used todepict the brand


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17. social

public service advertising that seeks to spreadawareness for the benefit of the community


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18. combinations

many of these execution techniques can be combined inpresenting an advertising message for example, slice-of-life ads are often used to demonstrate a product or makebrand comparisons


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Planning The Best MessageWhat should an ad accomplish

1. Gain attention and interest

2. Inform and persuade3. Lead to the person buying

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Planning The Best MessageCopy Thrust

the words you say to get theattention

1. Copy - the text

2. Thrust - the intention, direction

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Planning The Best MessageA I D A

A - Attention

I - InterestD - Desire

A - Action

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Advertising copy

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Copy It includes all the elements of anadvertising message, whether printed or

broadcast.

In print media : it includes the heading,

sub-heads, picture, captions, slogans, &body copy, TM, Company logo, mascot,borders & other illustrations & visualsymbols.

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Developing Print Advertisements

Print advertisements have four key elements:

Headline

Copy

Illustrations

Signature

Some ads also include a company slogan.

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Headline Usually at the top or bottom of the

ad, that attracts attention,communicates a key selling point,

or achieves brand identification. Purpose:

Give news about the brand

Emphasize a brand claim Give advice to the reader

Select prospects

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Continued Stimulate the readers curiosity

Identify the brand

Functions : It establish a link with the target

audience

It is an attention getting device It should move us / Propel us to read

the further copy

It is the essence of the whole ad.08/06/2011 52
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Guidelines for writing headlines Limit headlines to about 6 to 8

words

Inject the maximum information inthe headline

Include the brand name in the

headline Use simple, common, familiar

words.

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The subhead It consists of a few words as a

short sentence & usually appears

above or below the headline Stimulates a more complete

reading of the entire ad.

In many cases, the subhead ismore lengthy than the headline &can be used to communicate morecomplex selling points.

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The body copy It is the textual component of an

advertisement & tells a morecomplete story of a brand.

Techniques for preparing bodycopy: Straight line copy

Dialogue Testimonial

Narrative

Direct response copy08/06/2011 55
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PPT 12-56

Copywriting for Print Ads:The HeadlineGives news about the brand

Emphasizes brand claims

Gives advice to the reader

Selects targeted prospects

Stimulates curiosityEstablishes tone & emotion

Identifies the brand

Functions

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Here is a classic case of a headline

offering the reader advice.

PPT 12-57

Ad in Context Example

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PPT12-58

Copywriting for Print Ads:The Headline

Entice to read body copy

Entice to examine visuals

Never change typeface

Never rely upon body copy

Keep it simple & familiar

Be persuasive

Appeal to self-interest

Inject maximum information

Limit to five-eight words

Include the brand name

Guidelines for writing headlines

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Copywriting for Print Ads:Subheads Reinforce the headline

Include important information not

communicated in the headline

Communicate key selling points or

information quickly

Stimulate more complete reading of

the whole ad

The longer the body copy, the more

appropriate is the use of subheads

Functions

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Advertising and Print
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PPT 12-60

This ad follows all the guidelines

for subheads.

Ad in Context Example

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Print Advertisements Illustration examples

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Print Advertisements Signature

Brand mark, or logo that is theidentification symbol for the businessor product

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Print Advertisements Signature examples

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Crisis Management5

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Chas e Your Dream

When you were a little kid, what did you want to become?

Baseball Player? Ballerina? Or Teacher?

Engineers and designers of Lexus put a great amount oftime and effort into their ultimate machines.

Here, their dreams come true.

Message
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g

The main purpose of this ad is to reinforce the Lexus brand image. Although ads

commonly

introduce specific models, others (like this one) can create positive opinions about a

company.

Headline Copy:

The headline of this ad, Chase Your Dream, inspires the reader and creates a curiosity

to read further. Although this headline does not talk specifically about the car, it

effectively encourages the reader to look at the rest of the ad.

Visuals and Layout:

The picture of a Lexus provides a strong image of the car as well as of the Lexus brand.This layout was well-planned because the headline is large at the top of the page with a

small paragraph below. The oversized picture makes the reader want to own a luxury

car.
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Bad advertisements

My question is, who is the marketing target here? Is it the man or the wife who uses it? If the

woman is going to use it, why insult her? If I gave my wife a mixer
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Because if my doctor chose Camel, Id choose another doctor. I wonder if they meant

they choose Camel because it brings them more Cancer patients? I digress.
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Objectives of the study

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To understand the role and significance of the copy in printadvertisements in creating the desired communication impact.

To analyze select ad copies used across product categories and media

vehicles.

To study the relationship between the copy type, product type andmedia vehicle type.

To analyze if there is a correlation between ad recall rate, copy type andproduct category
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Research Methodology:Research Design: A descriptive-experimental research design is beingused to analyze the findings.

Data collection:

The study has been planned to be conducted in two partsIn the 1st part select sample of 500 print advertisements in select productcategory across media vehicles will be analysed to fulfil the first threeresearch objectivesIn the second part a AD Recall test has been planned, where the SelectPrint Advertisements will be subject to select consumer Tests to know therate of recall and the reasons for recall. The objective is to understand ifthe recall rate and copy type share a relationship or not.
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Source: 500 print advertisements across various media categories havebeen subject to analysis. These advertisements will be collected fromsources like magazines and news papers spanned over last 3 years.These advertisements in cluster will be administered to AD Recall test

among a sample of respondents to analyse the recall rate and copyinfluence.

Sampling: Selective random sampling will be used for collecting andclassifying the data and further analysis.

Analysis: The data collected will be subject to statistical analysis usingthe advanced applications and the findings will be presented. A model willalso be suggested in relation to the study objectives
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5 Why study ad copyWriting effective ad copy is arguably the most important

practice you can undertake as a paid search advertiser.

Given its importance, its surprising that no comprehensive

study of ad copy has ever been published.

While countless articles have been written on this subject,no one has (to our knowledge) assembled a database of ad

copy to determine what, if any, best practices can be

gleaned from analyzing this data systematically.

We set out to do just this. We structured our study with twogoals in mind. First, we wanted to identify the most

effective ads currently being displayed on Google. Second,

we wanted to examine these ads to determine if there were

l l th t h k t ld f ll t it

Study Circle Advertising Copy

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