Creativity in Advertising

Module lll
Advertising Appeal and
Execution Style
• In advertising, there are many choices to be made
concerning the message that should be conveyed.
How to convey that message can get lost in the
creative decision-making process. One of the most
important first steps is to determine what the purpose
of the campaign is and the specified target audience.
By clearly knowing the purpose and the intended
target audience, then creative talents can be focused
on what should be the appropriate common theme
and which set of advertising appeals and execution
styles should be employed.
• An advertising appeal is an approach that uses a type
of message intended to influence the way the
consumer relates to what is being sold. In order
to reach the consumer, the right appeal (tactic) needs
to used and that is based on objective of campaign
and the type of consumer being targeted.
• 1. Brand appeals
• Brand appeal is for the customers or people who are brand
conscious and have an individual inclination towards a
particular brand. The primary objective of the brand appeal is to
motivate people to buy a product because the product has an
excellent brand. It gives the feeling of differentiation to the
customers. Apple is an example whose products have brand
appeal to its customers.
• 2. Sex appeals
• Sex is an attention catcher. It can be rarely used to promote
your product. Sex appeal ads are used to convey a particular
message to a selected group of audience. Alcohol
advertisements are often promoted to men by the use of sex
appeal in their ads.
• The typical scene involves many young men sitting in the bar to
purchase the brand of the alcohol and successfully gain the
attention of an attractive young lady.
• 3. Adventure Appeals
• Some advertisements appeal to the sense of adventure and excitement of a person. The
primary objective of these advertisements is to appeal to people that enthusiasm will be
enhanced after they buy or use the product or service.
• The advertisements of energy drinks use adventure appeal in them. It is often shown that
the protagonist of the ad who is tired drinks the energy drink and achieves something
almost impossible. He gets invigorated with energy, and because he consumed this
product, his adventure was successful.
• 4. Bandwagon Appeals
• This appeal involves making people feel that since everyone is buying the product, so
they should too. The objective of bandwagon appeal is to ensure that the customer joins
the bandwagon and starts using the product because everybody else is using it. It is
known as persuasion by masses technique. Many direct-to-home cable services use
bandwagon appeal in which they show that the entire neighborhood is with a particular
brand and why hasn’t the protagonist of the advertisement joined the bandwagon.
• 5. Fear Appeals
• The fear appeal shows that adverse outcomes can happen because a particular action is
not taken. Advertisements often use fear as a motivator to promote change. The fear
tactic also involves isolation. With this technique, many kinds of toothpaste, deodorants,
and anti-dandruff shampoos are advertised. It is shown that if people do not brush with
their toothpaste, it will result in bad hygiene and foul mouth odor, which would lead to
social isolation for the person.
• Similarly, if flakes of dandruff are seen on the shoulder of a person, then it may result in
separation from the group. It is only after the consumption or use of the product that the
person can avoid isolation and get a feeling of belongingness.
• 6. Humorous Appeals
• Some advertisements appeal to a person’s sense of humor. Human
beings like to laugh and what can be a better type of attention-
grabbing tool than humor, because humor helps people to remember
a particular product or an idea. The marketing or advertising
strategies often try to build a positive association with their product
or service.
• 7. Rational Appeals
• When the marketing or advertisement strategy wants people to use
their practicality and functionality for a product, then logical appeals
are used. These advertisements are focused on the features of the
product and the cost of the product. The benefits associated with the
product are also briefed in the ad, and there is usually proof
associated with back up the claim of the advertisers.
• For example, advertisements for a car would focus on the efficiency
of gas, price, and mileage that it offers so that it can reach the
customer who wants reliable as well as a cost-effective car.
Household appliances focus on features because of which the utility
costs are reduced, as well as protect the environment. It is observed
that business to business advertisements are better for rational
appeals.
• 8. Less than perfect appeals
• It is a natural human tendency to think that they are less than perfect. The ads which use this appeal show that the consumer must reach
the level of perfection, and the way to do that is to use their product.
• They often place their product as a ladder by which the customer can reach the levels of perfection. They also show that without this
product, the customer will always be mediocre or less than the perfect person, which would directly correlate to unhappiness.
• 9. Gender Appeals
• Gender appeals are used to create an ideal man or woman. It is expected that the target audience will buy the product; it may be clothing,
beauty products, or any other product. Buying that product will increase the masculine or feminine appeal of the user, and it will make them
more attractive or stronger, which is commonly associated with genders.
• 10. Music Appeals
• Music appeal is used to appeal to the taste of music and the sound of a person. The primary objective of music Appeal is to encourage
people to feel and emotion and associate their product after hearing a particular tune, song, or sound.
• 11. Emotional Appeals
• The primary objective of emotional appeal is to make the customers feel emotions towards a particular product. It may be a positive emotion
or a negative emotion, but the emotion should be strong.
• The customer may feel angry, bitter, sad, happy, proud, or nostalgic or any other related feeling so that it encourages the customer to act
and buy the product. Many advertisements have started to use emotional appeal for their products, like even chocolate ads, intending to
make customers emotional.
• 12. Plain Appeals
• This strategy works by appealing to people that the product or service should be bought by the customers generally since it is an ordinary
routine. The idea behind plain appeal is to convince the customers that the product or service is not strange or radical or something out of
the blue. Instead, it is an ordinary thing that should be used by everyone.
Execution style
• The various execution styles adopted to convey messages:
• 1. Straight Sell
• In this style message focuses upon the product and its attributes that will motivate consumers to purchase. It believes in straight
forward presentation without exaggerating.
• 2. Scientific Message
• In this message, an advertiser tries to prove scientifically how their product is better than competitors’ product. It is applicable to
those products where the competition is high. Eg:The “Ghadi detergent” shows how it is tested in laboratory.
• 3. Demonstration
• It illustrates the main advantage of the product by showing it in actual use or in some situation. This style is more effective as a live
demonstration can be seen and it helps to achieve the trust in the mind of consumers.
• 4. Testimonials
• Many advertisers present their marketing communication message in the form as the testimonial whereby a ex-consumer, person,
etc. speak on behalf of the product based on their experience. To make it more effective a celebrity can also be involved in it.
• 5. Animated Character
• This technique uses animated character that represents the product
in ads. Eg: ZooZoos were the animated character introduced by
Vodafone.
• 6. Dramatization
• It uses the problem-solution approach as they show how the
advertised brand can help resolve a problem. This execution style
creates a suspenseful situation or scenario in the form of a short
story.
• 7. Comparison
• This type of execution involves an indirect comparison of a brand
against a competitor. The competing products either are explicitly
named or can be precisely identified by photos, images or
trademarks.
• 8. Musical
• Music has a long lasting impact on viewers or listeners. Thus, music
adds extra impact. Eg: Nirma washing powder.
Advertising Message: Preparing an
effective advertising Copy

• An advertising message is a text, visual, auditory, or

video information or idea that an advertiser or brand
communicates through an advertising campaign
with the target customers to persuade them to
perform the desired action. Its purpose is to
persuade individuals to take the desired action like
making a purchase, signing up for a service, making
a reservation, booking a hotel, etc.
• An advertising message is supposed to evoke
favorable emotions by engaging the audience and
creating motivation to convert or make a purchase.
The goal of the message is to influence the
audience’s attitudes, emotions, and behaviors,
motivating them to make a purchase, develop
affinity with the brand, or establish a long-term
relationship with the company.
Elements of effective advertising copy
• 1. A Clear Objective
• Ad copy should have a clear objective right from the start. The copywriter needs
to know what his or her copy is supposed to accomplish, otherwise he/she will
have no direction. Without a defined objective and clear direction, no piece of ad
copy will succeed in its intended purpose.
• 2. A Compelling Message
• The second element of effective advertising copy is a compelling message.
Depending on the form taken, this could mean a compelling title followed by more
detailed text that explains the information contained in the title. In cases where no
title is used, the first few lines of copy should contain the compelling message.
• 3. A Compelling Offer
• If the point of ad copy is to sell, effective copy will present the reader with a
compelling offer. It will present a product or service along with some sort of
motivation to cause the reader to make a positive decision. Without a compelling
offer, there is no point to creating ad copy.
• 4. Evidence of Tangible Benefits
• No compelling offer is complete unless the consumer understands the tangible benefits of taking
advantage of said offer. Effective ad copy always includes some evidence of tangible benefits. For
example, “buying our product means saving money without sacrificing quality.”
• 5. A Clearly Understood Tone
• Effective ad copy is presented with a clearly understood tone. That tone is determined by the offer
being presented and the audience being targeted. Copy aimed at business professionals would
obviously be presented with a business-like tone. Another piece of copy targeting millennials and
how they use their leisure time would be more light-hearted, perhaps even a bit humorous.
• 6. A Means of Responding
• In order for customers to act on the compelling offer being made, a means of response must be
offered. Consumers must be directed to a website, a telephone number, or an in-store location they
can visit to follow through on their decision. Without a means of response, any positive decision
immediately becomes irrelevant.
• 7. A Call to Action
• Moving the customer from the compelling offer through the means of responding should culminate
in a direct action facilitated by what we refer to as a ‘call to action’. The call to action is simply some
sort of instruction telling the consumer what you expect him or her to do. Use phrases like ‘call us
today’, ‘visit our store’, or ‘click here to purchase’.
• 8. At Least One Image
• Finally, effective ad copy includes at least one image. If there is anything that sets digital marketing
apart from the print marketing of 100 years ago, it is the fact that we now live in a highly visual
culture. Ad copy that includes at least one graphic outperforms similar copy without graphics. In
fact, it is not even close. Graphics seal the deal.
Elements of Print Copy

• A good print advertisement can present your product to new eyes. Successful
print ads convey information about your products and store. They include a
clear and specific offer, along with information about how readers can act on
that offer. Not all print ads are created equal, however. In order to maximize
your investment, include all of these elements in your advertisement.
• The Offer
• A good print advertisement offers readers an immediate benefit or reason to
learn more about your product. This can be anything from a hot new product
to a sale or limited-time discount. Your offer is the hook that draws the reader
in and it should be the focus on your ad.
• The Headline
• The ad title offers a short, snappy preview of what the reader will find in the
copy. Your headline explains to the reader the key benefit or offer you are
providing. In general, headlines are the largest part of the advertisement. A
good headline keeps a potential customer reading; a weak headline and the
customer turns the page.
• Image
• A print ad includes one or two striking pictures that illustrate your offer. If you are offering a free product,
your ad should include an attractive photo of the product. If you are highlighting a hot new product or sale,
your image should be of that hot new product. If possible, run your images in color to draw in readers.
• The Body
• The body of your ad includes details about your offer, details about your store or product and any other
information you want to highlight. Keep your body text short and easy-to read. Use bullet points or
subheadings to break up the text. Readers want to get the information they need as quickly as possible.
• Call to Action
• Include a sense of urgency in your ad. Don't just tell readers about your product, urge them to take action
in order to benefit from your offer. Set a time limit and clear, concise instructions for what readers should
do. Call to action statements include: "Call Today to Reserve Your Copy," "Only 100 Copies in Store, Come
in to Reserve Yours" and "Only the First 50 Customers Receive a Free T-Shirt, Come in Today."
• Contact Information and Store Logo
• Your ad should include the address and phone number for your store, along with any other information a
reader needs to follow through on your call to action. Also include a logo for your product to build up
brand recognition.
• Smart Ad Placement
• Once you've designed a successful advertisement, place it in publications that reach your target market.
Before you place your ad, ask the publication for statistics on their demographics. Choose a publication
that reaches potential clients who are the right age, demographic and income bracket.
Art of Copywriting
• Defining Copywriting
• Copywriting, in its most fundamental form, is a content creation strategy
purposed towards compelling the reader towards a specific action. The 'copy',
usually a text or a script, is crafted with an inherently persuasive character.
Copywriters employ carefully structured triggers to evoke interest within the
reader, with a view to achieve conversions and resultantly, sales.
• In its conventional application in the field of advertising, copywriting strived to
achieve this objective in as few words as possible, aiming to pinpoint a
particular problem and demonstrate how a product or service provides the
solution.
• The Role of Copywriting in Advertising
• Advertising demands alluring and effective communication, and copywriting
dutifully fills this role. As the very foundation of advertising content, copywriting
is designed to grab the attention of the target audience, inflame their interest
and curiosity, and stir them towards taking an action. This action could be
anything from signing up for a newsletter, purchasing a product, downloading
an eBook, or registering for a seminar.
• When executed adeptly, copywriting has the power to enhance brand
recognition, generate high-quality leads, and acquire new customers. It
accomplishes this primarily by offering solutions to the reader's problems,
promoting the unique strengths of your company, and distinguishing you from
the competition.
• Types of Copywriting in Advertising
• In advertising, copywriting often takes two primary forms:
• Ad Copywriting: This type of writing aims at making the
readers act using as few words as possible. Every single word
is important, targeting a specific issue, and showing how the
product or service is a solution. This conciseness has a
significant impact on conversion rates.
• Email Copywriting: Though seemingly simple, email
copywriting requires compelling subject lines and engaging text
leading up to a crystal clear call to action. With the right words,
emails can be a potent tool in persuading potential customers.
Elements of broadcast copy in advertising

• Attention-grabbing lead: Start with a compelling opening that captivates the audience within seconds.
• Clear and concise messaging: Deliver key information in a straightforward manner for easy understanding.
• Brand integration: Seamlessly incorporate the brand identity and message throughout the advertisement.
• Engaging storytelling: Use narrative techniques to create an emotional connection with the audience.
• Call-to-action: Encourage viewers to take a specific action, such as visiting a website or making a purchase.
• Visual elements: Incorporate visuals like graphics, animations, or videos to enhance the ad's appeal.
Advertising
Campaign

• Brands create advertising campaigns as a means

of boosting their product sales and brand
recognition. It is done over various platforms
and usually carries a central strategy or theme
to it. A brand may run an advertising campaign
due to various reasons. It can be to market a
new product, to announce restructuring of
business, or to simply send a message out to its
target market.
Process of Developing an Advertising
Campaign
• Market Research
• The market is where the advertisement will try to fulfill its goals, and thus
understanding the nuances of the market becomes primary towards developing a
successful advertising campaign. Every market has its own requirements, be it age
based, regional, or global. Thus, a solid market research is usually performed by
analytical experts before developing a marketing or advertising campaign.
• Define your Objective
• Without a clear-cut goal an advertising campaign is bound to fall through. Defining
one or more steady objectives is must while strategizing an advertisement campaign.
• Define your Budget
• An advertising campaign can be run simply on the city billboards, brochures or be
aired via international media. So, understanding the budget capabilities and using
resources to their maximum capabilities becomes an important part of designing an
advertising campaign.
• Target your Customers
• The better a target you set the more chances you have of running a successful campaign. From targeted
emails to sponsored social media posts, there are various technological means that can help a brand target
their customers. The usage of these means can define success from defeat.
• Theme of the Ad Campaign
• It is always better to set a theme for the campaign as it also adds to the brand value. A mascot, or a
common running theme for multiple advertisements within the same campaign helps the audience bring
together the commonality of your business and also adds to your brand recognition.
• Selection of Media Strategy
• Not all campaigns suit all media. If the ads are to be text heavy, then they would suit traditional media
such as newspapers or magazines. But a graphics heavy ad would serve best on social media platforms. So,
selecting of media based on the form of the advertisement campaign is essential.
• Schedule and Execute the Campaign
• Advertising campaigns can run across an entire year. So, it is important to schedule your campaign and
plan the execution process as well. Usually advertisement agencies have different teams set up for
each type of advertisement within an entire campaign with a separate team monitoring the execution
schedules.
• Measure the Success
• Understanding the success of your advertising campaign depends on the goals you have set and the rise in
sales and brand value that your company witnessed. At times, the success of an advertising campaign can
be abstract, but setting clear goals can help bring the success factors to life.
Different type of advertising campaign

• Print Advertising Campaign:

• Example: A luxury watch brand creating a series of full-page magazine ads showcasing the elegance and
craftsmanship of its timepieces.
• Digital Marketing Campaign:
• Example: An e-commerce company running targeted online ads on social media platforms, search engines,
and other websites to promote a new product line.
• Social Media Campaign:
• Example: A fast-food chain launching a social media campaign encouraging customers to share photos with
a specific hashtag, creating user-generated content and promoting brand engagement.
• Television Commercial Campaign:
• Example: An automobile company creating a series of visually appealing and emotionally impactful TV
commercials to showcase the safety features and design of their latest vehicle models.
• Radio Advertising Campaign:
• Example: A local business running a series of radio ads to promote limited-time discounts and
special offers, targeting a specific geographic area.
• Content Marketing Campaign:
• Example: A software company producing a series of blog posts, infographics, and videos that
educate the audience about common industry challenges and position the brand as a thought
leader.
• Influencer Marketing Campaign:
• Example: A beauty brand collaborating with popular social media influencers to promote its new
skincare line, leveraging the influencers' large followings for product endorsements.
• Guerrilla Marketing Campaign:
• Example: A beverage company creating an unexpected and attention-grabbing stunt in a public
space to generate buzz and increase brand awareness.
• Event Sponsorship Campaign:
• Example: A sports apparel brand sponsoring a major marathon event and creating branded
merchandise to enhance visibility and connect with health-conscious consumers.
• Email Marketing Campaign:
• Example: An online subscription service sending personalized email campaigns with tailored
recommendations and exclusive discounts to encourage customer retention and upselling.
• Mobile Advertising Campaign:
• Example: A mobile gaming app using in-app advertisements and push
notifications to promote in-app purchases and engage users with limited-time
promotions.
• Billboard Advertising Campaign:
• Example: A travel agency placing visually striking billboards along highways to
promote exotic destinations and encourage people to plan their next vacation.
• Public Relations (PR) Campaign:
• Example: An environmental organization launching a PR campaign to raise
awareness about climate change, involving press releases, interviews, and
community events.
• Product Launch Campaign:
• Example: A tech company orchestrating a comprehensive product launch
campaign, including teaser videos, social media teasers, and an exclusive
launch event, to generate excitement around a new product.