23-02-2019

Chp . Creative Strategy

Implementation and Development

DESIGNING THE COMMUNICATION

MESSAGE STRATEGY –Marketers seek POD

• What to say ? ( Message Content Or Advertising

Appeals )

• How to say it ( Execution style )

• How to say it logically? ( Message Structure )

• How to say it symbolically? ( Message Format )

• Who should say it? ( Message Source )

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Appeals and Execution styles W

The approach used to attract the
attention of consumers
Advertising
Appeals
To influence consumer feelings toward
a product,
service or cause

The way an appeal is turned into an

advertising message
Execution
Style
The way the message is presented to
the consumer

CHOOSING ADVERTISING MESSAGE APPEAL

• Message Appeal is Benefit Promise Or Unique Selling

Proposition

• Should Be Believable, Desirable And Exclusive And

Supported By A Reason

• Benefit Promise Is Strategic In Nature And Should Not

Change unless Change In Product Formulation, Marketing
Strategy, Or Changing Consumer Needs / Wants.

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DESIGNING THE COMMUNICATION APPEAL

W
/CONTENT

• What to say ? ( Message Content )

-Message appeals may be

1) Informational/rational( comparative vs Competitive) ) Vs

Emotional or Transformational appeals(sensory ,social, ego
satisfaction)Vs Moral appeals
2) Negative appeals(guilt, shame, fear) vs positive appeals( humor,
pride, love, joy).

Borrowed interest technique like babies, puppies, celebrity, popular

music.

Advertising appeals- Informational/Rational

appeal
• focus -on the consumer’s practical, functional, or utilitarian
need for using the product or service.
• Messages- emphasize the features of the product or services
and/or benefits or reasons for owning or using a particular
brand.
• content - of the rational appeal message emphasizes facts,
learning, and the logic of persuasion.
• They tend to be informative in nature and attempt to convince
the consumer to use the brand because it is the best available
or does a better job of meeting their needs.

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Types of rational appeals

Feature: Focus on dominant traits of the product

Competitive: Makes comparisons to other brands

Price: Makes price offer the dominant point

News: News announcement about the product

Popularity: Stresses the brand’s popularity

Types of ads using rational appeals

• Focus on dominant traits of the product
Feature • Informative ads and give product attributes that will lead
appeal to favorable attitudes can be used for rational purchase
decision. Eg technical /high involvement products

Competitive • The advt makes direct/indirect comparison to

advantage appeal another brand e.g.: patanjali

• Tell abt the price offer.

Price appeal • Used for sales, discounts, EDLP. E.g. fast food
restaurants

• Used for news/announcement for brand,

News appeal company

Product/service • Stress the popularity of product- no of users, no

of switchers ,recommendations, expertise
popularity position etc.

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Emotional appeal
• Emotional appeals relate to the customers’ social and/or
psychological need to purchase a product or service.

• Many feelings or needs can serve as the bases for these

appeals, including psychological states or feelings directed
to the self

Approval Affiliation

Acceptance Embarrass-
ment

Status Social-Based Belonging

Feelings

Respect Involvement

Rejection Recognition

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Transformational ads
• Transformational ads are defined as those which associate the experience
of using the advertised brand with a unique set of psychological
characteristics

• Transformational ads create feelings, images, and beliefs about the product
or service that may be activated when consumers use it.

• A transformational ad has two characteristics:

1. It must make the experience of using the product richer, warmer, more
exciting, and/or more enjoyable than that obtained from a general
description of the advertised brand.

2. It must connect the experience of the ad so tightly with the experience

of using the brand that the consumer cannot remember the brand
without recalling the experience generated by the advertisement.

Emotional bonding- The McCann Erickson

Worldwide advertising agency
• developed a proprietary research technique known as emotional
bonding that is used to assess how consumers feel about brands
and the nature of any emotional rapport they may have them.
• The three levels of relationships consumer have with brands are
based on:
– Product benefits – how consumers think about brands with
respect to product benefits.

– Personality – the consumer assigns a personality to the brand

(aggressive, adventurous, timid, etc.).

– Emotions – the strongest relationship between brand and

consumer and is based on feelings and emotional attachment
to the brand.

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Emotions

Personality

Product Benefits

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Reminder advertising
• the objective of building
brand awareness and/or
keeping the brand name in
front of consumers.
• Reminder ads are often used
by well-known brands and
market leaders.

Teaser advertising
• Advertisers introducing a new
product often use teaser ads,
which is designed to build
curiosity, interest, and/or
excitement by talking about
the new product, but not
actually showing it.

• Teaser ads, also called

mystery ads, are also used for
new movies or TV shows.
They are especially popular
among automotive advertisers
for introducing a new model
or announcing significant
changes in a vehicle.

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Ad execution techniques

Straight sell Animation

Scientific/Technical Personality Symbol

Demonstration Imagery

Comparison Dramatization

Testimonial Humor

Slice of life Combinations

Creative execution- is the way an advt appeal is presented

Straight sell/factual message W

• a straightforward presentation
of information about a product or
service.
• often used with
informational/rational appeals,
where the focus of the message is
the product or service and its
specific attributes and/or benefits.

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Scientific/technical informationW
• Cite the scientific/lab
studies, endorsements to
support the advt claims

Demonstration W

• is designed to illustrate the

key advantages of a
product or service by
showing it in actual use or
in some staged situation.

• TV is particularly well
suited for demonstration
executions, because the
benefits or advantages of the
product can be shown right
on the screen.

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Comparison W

• Direct way of
communicating a brands
particular advantage over
its competitors or
positioning a lesser known
brand against leaders

• Use competitive advantage

appeal

Testimonial
• Here a person praises the
product on basis of his
personal experience

• Have ordinary satisfied

customers discuss the own
experience with their brand
and their benefits of using it
• Effective when TA can
identify

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Slice of life
• is a widely used advertising format, especially for packaged-goods
products, and is generally based on a problem/solution approach.

• Portrays a problem a consumer faces and how the product helps to resolve
it
• However, any advertisers still prefer this style because it presents a
situation to which most consumers can relate.

• With a slice-of-death advertising, the slice-of-life ad is used in

conjunction with a fear appeal. The focus is on the negative consequences
that result from not using the product or service.

• Execution is critical: dramatization required, TA relatability

Slice-of-Life Execution

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Animation
• Using animated characters,
cartoons, puppets etc.
• Used in products for
children

Personality symbol
• Develops a central character or personality
symbol that can deliver the advt message
and with which the product/service can be
identified

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Imagery
• Almost entirely visual ad.
• Encourages consumers to identify with pics,
symbols and then associate with the brand.
• Used for emotional appeal
• Usage imagery: brand in use. Eg SUV

Dramatization
• Used in TV
• Draw viewer into action by showing brand as the
star
• Uses slice of life
• Execution is the key

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CREATIVE TACTICS

Print advertising

Elements of print advert

1.Layout 2.Headline 3.Visual

4.Body 5.Brand
copy logo

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The Art of Creating Print Ads W

Design
How the art director and graphic artist
choose and structure the artistic elements of the ad

Layout
How chosen ad format elements are arranged

Visuals, headline,
subheads, body copy, slogan,
seal, logo, signature

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1.Layout W

• Art directors counterpart of a blueprint/map to roughly lay

position and size of various print elements like headlines,
visuals, copy and logo
• gives a broad idea of the final output and needs to be client
approved
• Diff types of layouts that can be designed include picture
window, picture frame, montage, circus, copy heavy, combo
etc

Which Layout Works Best?

Also called
poster-style. A
single, large
visual occupies
about two-
thirds of the ad

Vertical and
horizontal lines
and shapes in
a grid give
Picture Window geometric Mondrian Grid
proportion

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Which Layout Works Best?

Filled with
multiple
illustrations,
oversized type,
reverse blocks,
etc. to bring
the ad alive

Copy
surrounded by
the visual, or
Circus visual Picture Frame
surrounded by
copy

Which Layout Works Best?

When you
have a lot to
say and visuals
won’t say it

Similar to
circus. Uses
multiple
illustrations to
make a single
Copy-Heavy composition Montage

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Which Layout Works Best?

Combining two
or more
elements to
make an ad
more
interesting

Combo

Layout design principles

Order of elements Visual path White space Contrast

• Eye scrutinizes the • Blank space/areas • Sudden/unexpected

• Elements elements in a visual change in visual
of layout which
organized in path for study aren’t concealed element to attract
some kind of • Process elements attention.
by visual/copy
from top to bottom,
preference, left to right etc • Black/white elements
size or • Used correctly to separate print
pattern • Most common helps to highlight elements
pattern of eye and maintain
• Makes it movement “S,C,Z” or exclusivity of the
easier to in reverse product
process
• Most prominent
elements placed in
the optical center- a
spot slightly above
and to the left of the
actual center of the
layout

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Layout design principles

Unity of Gestalt Other

Focal point Balance
elements principles elements
• Combines • Mind • Dominant • Overall • Proportion,
elements of organizes element visual rhythm and
ad to accent and which the weight of simplificatio
similarities perceives advt wants the n
and produce form and you to see composition
a cohesive shape first • Otherwise
look • Closure, leads to
similiarity, lopsidednes
proximity, s
continuity
etc

2.Headlines
• is the words in the leading position of the ad—the words that
will be read first or are positioned to draw the most attention.

• Are usually set in larger type and are often set apart from the
body copy or text portion of the ad to give them prominence.

• The most important part of a print ad.- Responsible for

attracting the readers attention and keeping them
interested

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Types of headlines
The type used depends on several factors, including the creative strategy, the
particular advertising situation(e.g., product type, media vehicle(s) being used,
timeliness), and its relationship to other components of the ad, such as the
illustration or body copy.
Direct headlines: are straightforward and informative in terms of the
message they are presenting and the target audience they are directed toward.
E.g.: offering a specific benefit, making a promise.

Indirect headlines: are not straightforward about identifying the product or

service or getting to the point. often more effective at attracting readers’
attention and interest because they provoke curiosity and lure readers into
the body copy to learn an answer or get an explanation.

Techniques for writing indirect head- lines include using questions,

provocations, how-to statements, and challenges

Types of headlines (Contd)

• News
• Guarantee
• Benefit
• Reason why
• How to
• Question
• Testimonial
• Command

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• Subheads: main head and one or more secondary heads, or

subheads.
• Sub- heads are usually smaller than the main headline but
larger than the body copy.
• They may appear above or below the main headline or within
the body copy.
• Used to enhance the readability of the message by breaking
large amounts of copy and highlighting key selling points

Functions of headlines
• Grab readers attention
• Summarize the USP
• Select the prime prospect
• Offer benefit
• Emphasize the brand
• Encourage the readership of the body copy
• Synergize with a visual
• Strike an emotional chord

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Guidelines in headline drafting

• Use repetition
• Parallel structure
• Wordplay and puns
• Familiar and strange
• Unexpected twist
• Similes and metaphors
• Rhymes
• Alliteration
• Wordlength

3. Bodycopy
• Main text portion of the print ad
• Heart of advt message- getting audience to read is difficult
• Not too long or short
• Should flow from the headline.eg straight sell copy – rational
appeal, emotional appeal- narrative appeal
• Copy style should be chosen according to appeal

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Copywriting approaches- Customary approach

• Mini essay building on the

headline
• Links the headline, details,
benefits and wraps the idea
• Gives call to action
• A std body copy

Copywriting approaches- story approach

• Narrative in first/third
person
• Tale with characters
• Message driven home as an
inference

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Copywriting approaches- dialogue approach

• Dialogue format like

TV/radio
• Conversational

Copywriting approaches- bulleted approach

• Used to detail product
advantages and features
• Lot of points- technical
product

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Copywriting approaches- poetic approach

• Use of lyrics and fantasy

Slogans/taglines
• Catchy memorable phrases used to conclude and wrap up an idea.
• Used to register the key message in the minds of the TA.
For eg
- Make it memorable: Amul butter
- Includes the brand name: Axe
- State the prime benefit : Amaron
- Differentiate the brand: Duracell
- Convey the brand personality. Raymonds
- Communicate the business strategy
- Watch for word length/meaning

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Visuals
• First element that the reader notices in a print ad
• performs functions: attention, demo differentiate etc.

• Types of visuals
- Snapshot of the product
- Product in use
- Close up of critical part of the product
- TG
- Benefit of using the product
- Drawback of not using the product
- Before/after
- Comparison
- Only visual

Art Design and Production

Thumbnail Rough Layout Comprehensive

Small, rapidly Drawn to actual

Facsimile of the
produced drawing size, art sketched
finished ad
for visualization in, body copy lines

Mechanical Dummy

Text and visuals Presents look

in exact position, and feel of
ready for camera brochures

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CREATIVE EXECUTION IN BROADCAST MEDIA

TV and Radio

Radio- Imagery transfer

• Highly visual medium- vividly engages imagination
• Voices,sounds,music can evoke pics and create scenes that can
transport people to places where scriptwriter wants to take them.
• Theater of the mind
• Brain first processes pics then sound and then written word
• More comprehended than the written word.
• Imagery transfer is the process by which visual elements of tv are
transmitted into the listeners mind using a similar audio track or
script in the radio equivalent
• Can help to sync b/w radio and tv
• help to create a multisensory impact on a low budget

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Radio script
• A script is a blueprint comprising of dialogues,sounds,music
,tone of voice instructions for a commercial
• It guides artists/directors involved in recording

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Structure for a radio commercial

1. One voice
2. Dialogue
3. Multivoice
4. Celebrity
5. Continuing character
6. sounds./music
7. Interviews
8. Vignette
9. Case history

Writing a good radio spot

Start with a bang
•Grab attention quickly using drama

Make one point

•Promote one single idea

Identify the brand

•Mention repeated brand names (client name 3 /30 s)

Simple message
•No extra info

Keep away from nos

•Ability to retain info is limited

Make it personal

Conversational

Use sound effects discreetly

Choose spot and time wisely,refresh spots

Call to action

Unify the campaign,customize if necesary

Use humor prudently

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Radio ad productions
Script Proofing

Casting

Music

Mixing

Taping & Copying

Distribution to Local Stations

Elements of TV
• Sight, sound, motion, emotion, progression

• Larger than life

• Audio
– Voices, sound effects, music

• Video

• Text

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Process of making a TV commercial

• Consider the big idea and the communication objective
Review the
creative brief

• Think in terms of images to tell the story and use words as natural consequence of
the image
Think
pictures • Think visuals over words

• Write a story and take it to conclusion

Use narrative

• a blueprint comprising of dialogues,sounds,music ,tone of voice instructions for a

commercial
Write a script • MVO,FVO,SFX

Process of making a TV commercial

• Tells the story through illustrations or images
• Graphic organizer of a series of actions depicted sequentially frame by frame
combined with AV elements
Prepare a • Pre visualises the commercial ,6-8 frames
storyboard • Moodboard, photoboard (Pics PTO)

• Actual filming
• Inhouse production houses/outbound
Production of • Agency passes the storyboard with detail like idea,strategy,casting
commercial preferences,choice of location/wardrobe,special effects etc

• Editing, rushes interlock

Post
production

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A mood board is a type of collage consisting of images, text, and

samples of objects in a composition. It can be based upon a set
topic or can be any material chosen at random.

Costumes
& Props
Makeup
Casting Art

Length Lighting

Setting Pacing

Camera
Scenes & Production
Shots &
Shots Decisions
Moves

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How to make a good TV commercial

• Use movie language: Make it intimate, Television must
entertain
• Balance audio/video and words: Images are more important
than words and text
• Music: should be supporting. E.g. titan
• Audio or video alone should help convey the message-
synergistic commercial
• Consistency

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Advertising Language Features

• Adjectives
• Pronouns
• Technical/scientific sounding words Negative words
• Inclusive words
• Interrogative sentences
• Imperative sentences

Adjective

• To highlight the benefits of the products.

Example:

– Stronger and younger

– Sleek and elegant
– Powerful, fast, efficient
– New, good, fresh, cheap

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Pronouns

• to refer to the readers, users or the product.

Example:

– You will never regret

– We make your dream come true.

Scientific-sounding words

• To make the customers believe using “scientific” words

Example:

- Contains Probiotics to improve your immunity

- Vitamin B-enriched yogurt for your tummy.

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Negative words (no, don’t, never)

• to show the effects or benefits

Example:

- No more stubborn stains Never miss a phone call again!

- Don’t worry, we make your dream come true.

Inclusive words (all, always,

everyone)
• to indicate the product is accepted by everyone or it is very
effective.

Example:
– Always a smarter choice.
– A laptop that does it all.

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Interrogative sentences
• to give request or ask questions (just to let people know
they are lacking of something)

Example:
– Do you feel tired after work?
– Is your life protected?

Imperative sentences

• to give command/instructions just to make you feel you

need something.
Example:

– Be healthy, change your diet today!

– Stop worrying about your study.

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Literary Devices in Ads

These devices are used to make the words more attractive or
sounds better.
• Pun
• Alliteration
• Metaphor
• Simile
• Personification
• Euphemism
• Parallelism
• Repetition

Pun
• Use of a word that has two meanings or words with same
sound but different meaning in an amusing way.

Examples:
– Give your business a sharp edge (Sharp edge = usually for
knife)

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Alliteration

• Use of words that begins with the same sound.

Examples:
– Smooth and Silky
– Sensuously smooth, Gloriously golden

Metaphor

• compares two different things by speaking of one item of

the other (usually comparing humans with objects)

Examples:
- You are the traveller. Your investments are the terrain. We
are the map.

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Simile

• comparison between two different things using ‘like’ or

‘as’.

Examples:
– Smooth as silk
– He is as big as an elephant

Personification
Giving things/objects human attributes or behaviour.

Examples:
– Kleenex says bless you.
– The snack that smiles back.

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Euphemism

words or expressions which are neutral or positive and used

in place of negative words or expressions.

Examples:
– We know you are both gourmet and weight watcher. (not
using fat)
– We brighten up your tanned skin. (not using dark skin)

Parallelism

some parts of a sentence is expressed similarly (same

structure but different words/phrases)

Examples:

• Tough on plague, easy on teeth.

• Stand up, Voice up!

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Repetition

Repeating the same exact words/phrases to add emphasis or

get attention.

Examples:
• Yes, we can do this. Yes, we can achieve this.
• No worries, no worries.

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