Integrated Marketing Communications

Integrated Marketing Communications (IMC) is a concept under which

a company carefully integrates and coordinates its many
communications channels to deliver a clear and consistent message.
It aims to ensure the consistency of the message and the
complementary use of media.

Integrated Marketing Communications is an integration of

marketing tools such as advertising, online marketing, public
relation, direct marketing, and sales promotion.

Promotional tools are effective when they work together

rather than in isolation. The strategy behind IMC is to create a
seamless experience for the customers.

It’s essential for the organizations to promote its brand not only
to the end-users but to compete with the competitors to stay in
the market for the long run.

Promotion does not include just creating awareness amongst

people about the product but also includes spreading the
knowledge about its

It is essential for organizations to promote their brands well among the end-
users not only to outshine competitors but also survive in the long run. Brand
promotion increases awareness of products and services and eventually increases
their sales, yielding high profits and revenue for the organization.

The American Marketing Association defines IMC as “a planning process

designed to assure that all brand contacts received by a customer or prospect
for a product, service, or organization are relevant to that person and
consistent over time.”

Every organization uses multiple channels to communicate with its

audiences. We’ve come a long way from having a relatively small number
of “traditional” channels like TV, radio, newspapers, out-of-home
advertising, and mailboxes. In today’s digital world, it can get difficult to
keep track of all the media you can reach your potential customers with.
Importance of Integrated Marketing
Communication

Integrated marketing communication plays an integral role in communicating brand message

to a larger audience. Integrated Marketing communication helps in integrating all essential
components of marketing to communicate similar message to potential and existing end-users.

creating brand awareness among customers at a minimal cost. Integrated marketing

communication is essential not only for business to business marketing but also for direct interaction
with customers. Organizations implementing integrated marketing communication not only
successfully promote their brands among target audience but also develop trust among them who
would always stick to their brands, no matter what. Through integrated marketing communication,
similar message goes to customers simultaneously, eventually creating a better impact on them.
Believe me, the end-user does not even think of buying Brand B, if features and benefits of Brand A
are communicated well to the end-users. Integrated marketing communication is more effective as it
carefully blends various marketing tools such as advertising, public relations, direct marketing and so
on.

Customer long term healthy relationship with them. Integrated marketing communication ensures
two way dialogue with customers - a must in all business. Customer feedbacks need to be monitored
well if you wish to survive in the long run. Remember, their feedbacks are valuable and need to be
evaluated carefully. Gone are the days when marketers used to rely only on advertising and simple
promotions to make their brand popular among end- users. In the current scenario of cut throat
competition, marketers need to promote their brands by effectively integrating relevant marketing tools
for better results and increased productivity. Integrated marketing communication plays an essential
role in delivering a unified message to end-users through various channels and thus has better
chances of attracting customers. A single message goes to customers across all marketing channels
be it TV, Radio, Banners, hoardings and so on. Integrated marketing communication ensures the
brand (product or service) is an instant hit among end-users. It also develops a sense of attachment
and loyalty among end-users. maintaining long term healthy relationship with them. Integrated
marketing communication ensures two way dialogue with customers - a must in all business.
Customer feedbacks need to be monitored well if you wish to survive in the long run. Remember, their
feedbacks are valuable and need to be evaluated carefully. Gone are the days when marketers used
to rely only on advertising and simple promotions to make their brand popular among end- users. In
the current scenario of cut throat competition, marketers need to promote their brands by effectively
integrating relevant marketing tools for better results and increased productivity. Integrated marketing
communication plays an essential role in delivering a unified message to end-users through various
channels and thus has better chances of attracting customers. A single message goes to customers
across all marketing channels be it TV, Radio, Banners, hoardings and so on. Integrated marketing
communication ensures the brand (product or service) is an instant hit among end-users. It also
develops a sense of attachment and loyalty among end-users.

IMC is an integration of all marketing tools, approaches and resources

within a company which maximizes impact on the consumer mind
resulting in maximum profit at minimum cost.

It uses several innovative ways to ensure that the customer gets the
right message at the right place and right time.
IMC Tools
The eight major Integrated Marketing Communication tools are as
follows:-

Advertising
Advertising refers to any paid form of non-personal promotion of
products or services by an identified sponsor. The various media used
are print (newspapers and magazines), broadcast (radio and
television), network (satellite, wireless and telephone), electronic (web
page, audio and videotape) and display (billboards, signs and
posters).

The primary advantage of advertising is that it reaches geographically

dispersed consumers. Consumers generally tend to believe that a
heavily advertised brand must offer some ‘good value’ but at the same
time, advertising proves to be an expensive form of promotion.
Sales promotion
It is a variety of short-term incentives to encourage the trial or
purchase of a product or service. It may include consumer promotions
– focused on the consumer – such as a distribution of free samples,
coupons, offers on purchase of higher quantity, discounts and
premiums or trade promotions – focused on retailers – such as
display and merchandising allowances, volume discounts, pay for
performance incentives and incentives to salespeople.

Sales promotion helps to draw the attention of the consumers and

offers an invitation to engage in a transaction by giving various types
of incentives.

Personal Selling
Face-To-Face interaction with one or more buyers for the purpose of
making presentations, answering questions and taking orders. This
proves to be the most effective tool in the later stages of the buying
process.

The advantage is that the message can be customized to the needs

of the buyer and is focused on building a long-term relationship with
the buyer.

Public Relations
A variety of programs directed toward improving the relationship
between the organisation and the public. Advertising is a one-way
communication whereas public relations is a two-way communication
which can monitor feedback and adjust its message for providing
maximum benefit. A common tool used here is publicity which
capitalizes on the news value of the product or service so that the
information can be disseminated to the news media.

Articles in the media prove to be more objective than advertisements

and enjoy high credibility. Also, it has the ability to reach the hard-to-
find consumers who avoid targeted communications.
Direct Marketing
Direct Marketing involves the use of mail, telephone, fax, e-mail, or
internet to communicate directly with or solicit response or dialogue
from specific customers or prospects. Shoppers have started relying
on credit cards and online purchasing more than ever which makes it
essential for marketers to approach the consumers directly thus
helping them in the purchase process.

Companies have a database of contact details of consumers through

which they send catalogues and other marketing material making it
easier for the consumer to purchase online. The relevance of direct
marketing has increased in recent years.

Events and Experiences

These are company sponsored activities and programs designed to
create brand-related interactions with customers. Sponsorships
improve the visibility of the company. Companies provide customers
with an experience of using the product which ends up leading to a
higher brand recall than competitors. These events prove to be
engaging with the audience.

Social Media Marketing

The concept of social media marketing basically refers to the process
of promoting business or websites through social media channels.
Companies manage to get massive attention on such channels and
can interact with consumers as and when they are browsing the
internet.

New and modern ways of communications are developing on these

social media platforms and are proving to be the future of promotions.
They have the ability to be highly interactive and up to date with the
customers.

Mobile Marketing
Mobile marketing involves communicating with the consumer via a
mobile device, either to send a simple marketing message, to
introduce them to a new participation-based campaign or to allow
them to visit a mobile website.

Cheaper than traditional means for both the consumer and the
marketer, mobile marketing really is a streamlined version of online
marketing the use of which is increasing as time progresses.
Examples are advertisements that we see on mobile applications.

Integrated Marketing Communications Examples

Go Pro

The first integrated marketing communications example that comes to

mind is Go Pro. Go Pro has used IMC components extensively and
precisely.

GoPro has mastered the use of online content to catch the attention of
its target audience. The company has a YouTube channel where it
seeks out a multitude of videos shot with the high-quality, mini action
cam including exciting, unique, and simplistically beautiful shots taken
by users and by the company itself, to reach its target audience.

They have hundreds of thousands of follows and likes on Facebook,

Twitter, and Instagram, and have used the platforms to catch the
attention of its fan base by posting short, visually stimulating videos
taken with the cameras. To maximize SEO, GoPro has a contest
almost every day online where entrants have the chance to win one of
every product that they carry and the newest camera they carry.

The company has also used publicity in its marketing efforts to reach
its target audience. In the early days, they relied on word of mouth
and slowly moved and heavily leveraged the online platform for its
promotions.

Response Hierarchy Models

The Response Hierarchy Models explains the consumer
responses and behaviour to the advertising process. The Models
provide a complete understanding of the responses of a customer
through all stages of his path from unaware of the product to the
purchase action.

The article throws light on the five main Models of Response

Hierarchy that explain the consumer behaviour across three
awareness stages- Cognitive Stage, Affective Stage and
Behavioral Stage. The five Response Hierarchy Models are as
follows

 AIDA Model
 Hierarchy-of-Effects Model
 Innovation-Adoption Model
 Information Processing Model
1. AIDA MODEL
 The phrase AIDA stands for Attention, Interest, Desire,
and Action. The AIDA model is used in advertising to define
the stages that exist from the time when the consumer first
becomes aware of the product or the brand to when the
consumer purchases a product. The AIDA model is one of
the most established models amongst all the Response
Hierarchy Models. The organisations employ the AIDA
Model to obtain the necessary response from the targeted
consumers through advertisements. This model can be
operated successfully to stimulate the different emotions of
the customers.
 ATTENTION
This is the awareness stage of the model where the consumer
becomes aware of a brand or a product mostly through
advertisements.
 INTEREST
This is the stage when the consumer shows some interest in the
product after understanding its benefits and learns how well the
product actually fits into his lifestyle.

 DESIRE
This is the third stage of the AIDA model when the consumer
desires to own the product. He develops a favourable disposition
towards the product.

 ACTION
This is the final step of the model where the consumer finally
takes favorable to satiate his desire. In this stage, he takes a
purchase decision and buys the product that is being advertised.

In the AIDA model, the awareness of a brand or a product takes

place in the Cognitive stage, the potential consumers develop an
interest and desire to purchase the product in the Affective
stage, and the purchase action actually materializes in the last
stage called the Behavior stage.

2. HIERARCHY-OF-EFFECTS MODEL
Hierarchy of effects model was designed by Robert J Lavidge and
Gary A Steiner in 1961. This advertising communication model
describes that there are 6 phases from the phase where the
customer views the product to the purchase phase. The job of an
advertisement is to prompt the customer to endure all the six
stages of the Hierarchy-of-Effects Model, namely
the Awareness, Knowledge, Liking, Preference, Conviction,
and Purchase.

 AWARENESS
This is the elementary stage of the model when the customer
becomes aware of the product or a brand. This is a very crucial
step, as there is no surety about the customer’s viewership or the
awareness of the product. Consumers may view various
advertisements, but the chance of a customer registering the
advertisement in his mind depends upon the intensity and the
impact your advertisement made on the target consumers.

 KNOWLEDGE
The customer starts collecting the required information about
the product in this phase. He slowly tries to understand the
benefits associated with the product through the internet, retail
advisors or through people who have already used the product.
Consumers may easily switch to the competitors brand when
they are unable to collect the required information. Therefore, it
is the responsibility of the advertiser to make sure that the
product information is easily available.

 LIKING
This is a stage when the customer develops a liking for the
product. Here the advertiser’s responsibility is to highlight the
product features to further promote the brand or a product.

 PREFERENCE
This is the fourth phase of the Hierarchy-of-Effects Model.
During this phase, the customer is clear about the product
qualifications and he is sure about his brand choices. Here the
advertisers need to constantly reinforce the positive aspects of
their brand.
 CONVICTION
In this stage, the customer would have made up his mind to buy
the product. The advertiser’s responsibility here is to guide the
customers to choose their brand.

 PURCHASE
This is the last stage of the hierarchy of effects model in which
the actual purchase of the product takes place.

In the Hierarchy-of-Effects model, the awareness and the

knowledge phases fall under the Cognitive stage. Evaluation of
the customer liking, preference, and conviction fall under the
Affective stage and the actual purchase behaviour takes place in
the Behavioral stage.

. INNOVATION-ADOPTION MODEL
Innovation-Adoption Model was developed by Rogers in 1995. He
postulated various stages in which a target customer sails
through from the stage of incognizance to purchase. The 5 stages
of the Innovation-Adoption Model
are Awareness, Interest, Evaluation, Trial, and Adoption.

 AWARENESS
This is the primary stage of Innovation-Adoption Model. takes
action is the awareness stage of the model where the consumer
becomes aware of a brand or a product mostly through
advertisements.

 INTEREST
This is the second phase of the Innovation-Adoption Model. This
is a stage in which the information about the brand or a product
multiplies in the market and triggers the interest of the potential
buyers of the product to gain more knowledge and information
about the product.

 EVALUATION
Evaluation is the third stage of the Innovation-Adoption Model
that supplements the necessary information regarding the
product to the consumers. In this stage, the consumers evaluate
and try to gain a deeper understanding of the product that
stimulated interest in them.

 TRIAL
In this stage, the customers try the product before making the
final choice to purchase the product.

 ADOPTION
Adoption is the final stage of the Innovation-Evaluation Model. In
this stage, the customer accepts the product, makes a purchase
decision and finally purchases the product.

In the Innovation-Evaluation Model, the Awareness happens at

the Cognitive Stage, developing an interest and evaluation
phases fall under the conviction phase, and the trial of the
product and the actual adoption fall in the Behavioral phase.

3.INFORMATION-PROCESSING MODEL
he Information-Processing Model is a structure used by cognitive
psychologists to define the mental processes. This model links
the human thought process to the computer functions. It signifies
that the human mind, like the computer takes in information,
organizes, and stores the information to be repossessed later. It
claims that just like the computer possesses an input device, a
processing unit, a storage unit, and an output device, the human
mind also has a parallel framework. The Information-Processing
Model comprises of 6 stages namely
the Presentation, Attention, Comprehension, Yielding, Retention
and the Behavioral stage.
 PRESENTATION
The presentation is the fundamental stage in the Information-
Processing Model. This is the awareness phase where the
consumer becomes aware of his needs and seeks a product to
satiate his needs.
 ATTENTION
This is the second stage of the Information-Processing Model,
where the product seizes the attention of the potential
customers.

 COMPREHENSION
In this stage of the Information-Processing Model, the consumer
compares and evaluates various products of different brands
accessible in the market to ascertain the product that actually
meets his requirement.

 YIELDING
This is a stage in which the customer figures out what exactly he
wants and the brand and its product that balances his needs to
its specifications.

 RETENTION
This is the fifth stage in the Information-Processing Model. This
is the stage in which the customer remembers the key features
and attributes, the benefits and all the positive aspects of the
products that he is seeking to purchase.

 BEHAVIOR
This is the last stage of the Information-Processing Model in
which the purchase action of a product of a particular band takes
place.

In the Information-Processing Model, the Presentation, Attention

and Comprehension take place in the Cognitive stage, Yielding
and Retention of information fall under the Affective stage, and
the final Behavioural action takes place in the Behavioural stage.

UNIT-IV
Creative Strategy: Planning and Development
Creating effective advertisements entails far more than merely having a great
product or a clever slogan. The creative process of advertising requires careful
planning regarding the important facets of advertisements and commercials.
Each advertisement consists of various elements that are integrated to form a
coherent message that will reach the target audience and persuade the
consumer to make a decision to purchase the product. Organisations employ
creative strategies to develop effective advertising messages. Every element of
the advertising message is carefully planned and executed. Advertisers employ
different executional frameworks and advertising appeals to reach the target
audience with a persuasive message that contains both verbal and visual
aspects. The verbal elements refer to the text or copy of the advertisement,
and the visual aspect relates to the illustrations, pictures and/or models
(characters) used in the message.

It should be noted that the term model in the context of the study refers to
any woman depicted in an advertisement or commercial, and not only to
women depicted as fashion models. Various strategies exist that can be used
to combine the verbal and visual elements to form a message that will
resonate with the target audience. An effective advertising message is not only
original, but also strategically apt for the objectives and target market of the
organisation. Additionally, an effective advertisement also needs to be
creative. Rossiter (2008:140) advocates that for an advertisement to be
effective as well as creative, it needs to contain a key benefit claim (or unique
selling proposition) and a creative idea that executes the benefit claim

“At the end of the day, we are in the business of taking basically parity
products and by virtue of understanding the audience, by virtue of
human insight and intuition, by virtue of creating new ways to
communicate both rationally and emotionally, we create brand
distinctions. That is what creativity in advertising is all about.”

– Allen Rosenshine, BBDO chairman emeritus

Creative advertising (aptly explained by the quotation) can be seen as

a combination of creative strategy and creative tactics. Where creative
strategy constitutes deciding what the advertising message wants to
convey while the creative tactics deal with how the advertising message
is to be executed. Being creative though is a challenge since the
consumer reaction cannot be gauged and the impact of the ad in terms
of sales cannot be estimated.
Young'd Model of Creative Advertising

Models of Creative Advertising

Experts view the creative advertising process to be exactly like an
assembly line- organized, sequential, controlled and efficient. One of the
models for the same is the Young’s model which consists of 5 stages:
1. Immersion
2. Digestion
3. Incubation
4. Illumination
5. Verification

Graham Wallas Model of Creative Advertising

The model was developed by English sociologist Graham Wallas and is
composed of the following steps:
Graham Wallas' model of Creative Advertising
1. Preparation
2. Incubation
3. Illumination
4. Verification

These models are useful since they offer an organized approach to advertising
problem solving.
These models however have the disadvantage of not explaining how the data for
the process is to be collected.
For this purpose, Account Planning is being used which is the process of
conducting research and gathering information about the client’s product or
service. The following image depicts some of the sources from where
background research for the product can be done.

Sources of Background Research for the product/service

Creative strategy development:
Most ads are part of a series of messages that make up an IMC
or advertising campaign, which is a set of interrelated and
coordinated marketing communication activities that centre on a single
theme or idea that appears in different media across a specified time
period.

Advertising Campaign

A campaign theme should be a strong idea, as it is the central message

that will be communicated in all the advertising and other promotional
activities.
Basic elements of a creative strategy according to the copy platform are:
1. Basic problem or issue the advertising must address.
2. Advertising and communications objectives.
3. Target audience.
4. Major selling idea or key benefits to communicate.
5. Creative strategy statement (campaign theme, appeal, and execution
technique to be used).
6. Supporting information and requirements.
Flow of information in the market:
 Flow of Information in the Market

A major issue that arises is how to get inspiration for coming up with a
creative idea and to cash is on the same.
There are basically 4 techniques for this:

Sources of Idea Generation

Conclusion:
The advertising message is as important as the strategy developed for the execution of the
same. There are innumerable cases where the message has been good but because of poor
execution the strategy has failed. There are also cases depicting vice-versa. The classic
example being that of Burger King who changed their theme so often that their franchisees
also lost faith in the brand.
Thus as important is the advertising message, equally important is the strategy or the tactic
used to execute it or bring the message to the target audience.

APPEALS AND EXECUTION STYLES

Once the major selling idea has been agreed upon, the creative team then turns its attention
to determining the specific type of appeal and execution style that will be used to carry out
the creative concept.
A. Advertising Appeals The advertising appeal refers to the basis or
approach used in the advertisement to elicit some consumer response or to
influence their feelings toward the product, service, or cause. At the broadest
level, these approaches can be broken down into two categories or classes
which are informational/rational appeals and emotional appeals.

B. Informational/rational appeals
these types of appeals focus on the consumer's practical, functional or utilitarian
need for the product or service and/or specific reasons for owning a particular brand.
provides an example of a rational appeal. Examples of a number of product or service
related appeals that would fall under the category of rational appeals are discussed
including Emotional appeals these types of appeals relate to consumers' social and/or
psychological needs for purchasing a product or service. Emotional appeals have become
very popular in advertising as marketers recognize that many purchase decisions are
made on the basis of feelings and emotions since rational, functional-based
differentiation is often very difficult. Examples of psychological states or feelings that
can serve as a basis for emotional appeals are shown in 1 of the text and can be
reviewed. Another reason for using emotional appeals is to influence consumers'
interpretations of their product usage experience through the use of

transformational advertising.:
This type of advertising creates feelings, images, meanings and beliefs about the
product or service that may be activated when the consumer uses it and thus
"transforms" their interpretation of the usage experience.

1.Combining rational and emotional appeals many purchase decisions are made on the
basis of both rational and emotional motives. Thus rational and emotional appeals
may be combined in the advertisement to attempt to influence both types of purchase
motives.
2.Additional types of appeals Other appeal types that are discussed in the text
include reminder advertising and teaser advertising

Advertising Execution
Creative execution refers to the manner in which an advertising appeal is carried out or
presented. A particular advertising appeal can be executed in a variety of ways and a
particular means of execution can be applied to a variety of advertising appeals.
Some of the more commonly used execution techniques include:

1.Straightsell or factual message this type of execution relies on a

straightforward presentation of information about the product or service such as specific
attributes or benefits.

2.Scientific/technical evidence variation of the straight sell where scientific or

technical evidence or information is presented in the ad to support a claim.

3.Demonstration
this type of execution is designed to illustrate the key advantages or benefits of a product or
service by showing it in actual use or in some contrived or staged situation.

4.Comparison
this type of execution involves a direct or indirect comparison of a brand against the
competition.

5.Testimonials
many advertisers present their advertising messages in the form of a testimonial
whereby a person speak on behalf of the product or service based on his or her
personal use of and/or experiences with it.

6.Slice of life
this type of execution is often based on a problem/solution type of format. The
ad attempts to portray a reallife situation involving a problem, conflict or situation
consumers may face in their daily lives. The ad then focuses on showing how the
advertiser's product or service can resolve the problem. Slice of life executions are
also becoming very common in businessto business advertising as companies use
this approach to demonstrate how their products and services can be used to solve
business problems.

7.Animation
this technique used animated characters or scenes drawn by artists or on
computer. Animation is often used as an execution technique for advertising targeted
at children. Some advertisers have also been Roger Rabbit style ads that mix
animation with real people.

8.Personality symbol
—
this type of execution involves the use of a central character or personality symbol to
deliver the advertising message and with which the product or service
can be identified. The personality symbol can take the form of a person who is used
as a spokesperson, animated characters or even animals.

9.Fantasy
this type of appeal is often used for image advertising by showing an imaginary
situation or illusion involving a consumer and the product or service. Cosmetic
companies often use fantasy executions although the technique hasalso been used in
advertising for other products such as automobiles and beer.

10.Dramatization
this execution technique creates a suspenseful situation or scenario in the form of a
short story. Dramatizations often use the problem/solution approach as they show
how the advertised brand can help resolve a problem.

11.
Humor
humor can be used as the basis for an advertising appeal. However, humor can also
be used as a way of executing the message and presenting other types of advertising
appeals.

12.
Combinations
many of these execution techniques can be combined in presenting an advertising
message. For example, slice of life ads are often used to demonstrate a product or make
brand comparisons.
II.CREATIVE TACTICS
Once the creative approach, type o
f appeal, and execution style has been determined, attention turns to
creating the actual advertisement. The design and production of an advertising message
involves a number of activities such as writing copy, developing illustrations and other visual
elements of the ad and bringing all of the pieces together in a finished product.

A.Creative tactics for print advertising

there are three basic components of a print ad including the headline, body copy, and the
visual elements or illustrations. These elements are brought together through a layout.

1.Headlines
—
the headline refers to the words in the leading position of the advertisement those
that are likely to be read first or are positioned to draw the most attention. The most
important function of a headline is to attract the readers’ attention and make them interested
in the remainder of the advertising message. There are various types of headlines including:
Direct headlines straightforward and informative in terms of the message presented
Indirect headlines provoke curiosity and intrigue by using questions, challenges,
provocations, and other methods

2.Subheads many ads also contain a main headline and one or more secondary
headlines or subheads These subheads usually appear in a smaller type size than the
main headline and are generally larger the type size used for the body copy. They are used
to break up or section off large amount of body copy and highlight key sales points in the ad.

3.Body copy
the main text portion of a print ad is referred to as the body copy Body copy content
depends on the type of advertising appeal and/or execution style being used.

4.Visual elements

another major component of a print ad is the visual elements or illustrations.

Visual components often dominate print advertising and play a very important role in
determining effectiveness.

5.Layout
—
a layout refers to the physical arrangement of the various parts of the ad including the
headline, subheads, illustrations, body copy and any identifying marks.

B.Creative Tactics for Television As with print ads, television

commercials have several components which must work together to create the
right impact and communicate the advertiser's message.

1.Video
the video or visual elements are what is seen on the television screen. Decisions have to be
made regarding the main focus of the visual such as the product, the presenter, action
sequences, lighting graphics, color and other factors.

2.Audio
the audio portion of a commercial includes several elements such as voice, music
and sound effects. Voices may be heard in several ways such as through the direct
presentation of a spokesperson or as a dialogue or conversation among people in
the
commercial. A common method for presenting the audio portion of a commercial is through
a voiceover whereby the message is delivered or action on the screen is narrated by the
voice
of an announcer who is not visible. A trend among major advertisers is to hire celebrities with
distinctive voices to do the voiceovers for their commercials.

3.Music
a very important part of many television commercials is music which plays various
roles and functions such as providing a pleasant background or helping create the
appropriate
mood or setting. IMC Perspective 9
-
3 jingles discusses how marketers use popular songs to help deliver their advertising
messages. Another important musical element in both television and radio commercials is
jingles, which are catchy songs about a product or service that usually carry the advertising
theme and a simple message
.
4.Planning and production of television commercials
—
the various elements of a television commercial are brought together in a document
known as a scriptwhich is a written version of a commercial that provides a detail
description of its video and audio content. The script indicates the various audio
components of the commercial such as the copy to be spoken by voices, music and sound
effects. The video portion of the script provides the visual plan of the commercial.
Once the basic script has been conceived, the writer and art director get together to
produce a storyboard or a series of drawings used to present the visual plan or
layout of a proposed commercial. Once the client approves the storyboard, the commercial
is ready to move to the production phase. The production process for a commercial
actually involves three phases:

Preproduction
all the work and activities that occur before the actual filming of a commercial.

Production
the period during which the commercial is filmed or videotaped and
recorded.

Postproduction
activities and work that occur after the commercial has been filmed and
recorded.