CREATIVE STRATEGY FOR

ADVERTISING CAMPAIGN
Unit B – B2 & B3
Advertising Planning
As the business grows, the advertising agency plays a greater role and it must
understand the components of advertising, i.e., creative strategy, message
formation and its presentation, budget, media and feedback from the target
audience. The integration of the advertising agency with the company is of
utmost importance. They must work in unison. It must know the existing share
of the company in the market and the marketing objectives. It should know the
MIX of the total communication package and a tentative budget.
Planning:
Advertising planning starts with the plan brief prepared by the advertiser which
is reviewed by the agency experts, may include:
• Account executive who maintains liaison with client.
• Creative people and the creative director.
• Media department.
• Production and research dept.
Advertising Planning
The presentation of the Ad is made to the clients and some experts who may
suggest or bring changes according to their choice or limitation. The advertiser
has a final say in the approval of total advertising program.
Research:
The research helps in making good decisions. Appropriate and trustworthy
research raises the efficiency of advertising and more sales and profits
research is continuously done. At the beginning research in Marketing and
Product is done with the pretesting of the advertisement. The next step is the
selection of the target audience who are users of the product. Third step is the
determination of advertising proposition which are based on:
• Major generic benefits of the category.
• Secondary generic benefits.
• Exclusive benefits real or perceived as compared to the competition.
• Solving of consumer problems, if any.
Advertising Planning
• Problems with competitive brand that the brand solves or does not have.
• Correcting of misconceptions about the product which the customer has with
any brand.
• New uses for the product.
• Denial of perceived problems that the customer has with the brand.
• Final step is the advertising evaluation by testing of Ad and measuring the
effectiveness and quantitative.
Advertising Situations
There are situations in which advertising may be required:
• New application or usage of the product.
• Product market variation.
• Change in the brand name.
• Distribution and service.
Advertising Planning
• Seasonal products.
• New technology and innovation
• Upgrading a product.
• Special offers.
• To fight competition.
There are other situations as well, where advertising is required for making
different strategies. Advertising decisions are made in allocating advertising
budget, advertising research. The decisions are also made in routine matters,
strategies are made to increase the sales, to fight the competition, to attract
customers etc. Thus, strategy is an important part of planning and cannot be
neglected.
Advertising Campaign Planning
A campaign is an organized effort or course of action to achieve the
objectives/goods of an organization. It is done in a systematic manner to
include a series of ads placed in various media after making an analysis of the
market. A campaign can be a time-bound programme. It consists of several
steps:
• Analyzing the market opportunity for advertising.
• Setting advertising objectives.
• Allocating a budget for the campaign.
• Choice of media.
• Creating of Ads and pretesting them before release.
• Post testing of Ads or measuring the Ad effectiveness
Analyzing Market Opportunity
These factors are interdependent. The choice of the media and the budget are
related to each other. The creation of message also incurs expenses. In
advertising campaign, the other Marketing Mix tools are also to be considered.
Analyzing market opportunity for advertising exists.
When there is a demand for the product or the product is in the growth or
maturity phase of the PLC, Advertising is very effective in these stages,
however, Advertising is not very effective in the decline stage of PLC. It has to
be supported with other promotional techniques.
Advertising is successful, if the product can be differentiated in terms of
attributes. If there are hidden qualities in a product, they can be highlighted by
advertising and the consumers gets informed about them. e.g., salt to iodized
salt. Opportunity for advertising also exists in products having emotional
appeals i.e., dresses, garments, beauty products etc. Advertising opportunity is
also related to the funds available by the company.
Analyzing Market Opportunity
Target Market
While designing an advertising campaign, the target market has to be chosen
or selected on which the campaign is to be directed. A lot of consumer research
is to be done to find out.
(i)who buys the product? (ii) When do customers buy? (iii) What do they buy?
(iv) How do they buy and how do they use these products.
Objectives After gauging the opportunity and carrying out the market analysis,
objectives have to be set. Whenever we talk of objectives we have to decide
whether it is to communicate the benefits of the products, whether it is
awareness advertising, repetitive advertising or advertising for boosting sales.
The message has to be creative. It should hold the interest of the audience. We
can understand the objectives of many ads.
• Yeh Dil Mange More.
• Thanda Matlab Coca Cola.
• Maggie 2 minute Noodles.
Analyzing Market Opportunity
Budget or the Money
Budget or the money spent is the most important part of the advertising
campaign which to be carried out for a specific period of time. Duration of the
ad decides the budget. The budget can be fixed in a number of ways. These
method could be the
• Comparative parity method
• Affordability
• A fixed percentage of turnover
• Budget based on functions to be performed
• Regression analysis
• Adaptive control method
• Compromise method
Message Creation and Copy Writing
For the advertising transmission to be successful, the audience must see the
advertisement, be attracted to it, understand and comprehend it.
The entire advertising revolves around the 5 Ms of advertising. These are
discussed as follows:
Mission
• Sales goals
• Advertising objectives
Money
• Stage in PLC
• Market share and consumer base Factors to consider
• Competition and clutter
• Advertising frequency
• Product substitutability
Message Creation and Copy Writing
Message
• Message generation
• Message evaluation and selection
• Message execution
• Social-responsibility review
Media
• Reach, frequency, impact
• Major media types
• Specific media vehicles
• Media timing
• Geographical media allocation
Measurement
• Communication impact
• Sales impact
Message Creation and Copy Writing
Source
By source we mean the person involved in communicating a marketing
message either directly or indirectly. A DIRECT source is a spokesperson who
delivers or demonstrates a product or service e.g., SRK for Hyundai Cars
An Indirect Source does not demonstrates but draws attention to the Ad and
enhances the appearance of the Ad. Many firms spend huge sum of money on
a specific person to endorse the product of the company.
Sachin Tendulkar Apollo Tyres, Luminous, BMW
Amitabh Bachhan endorsing many products Kalyan Jewellers, ICICI Prudential,
Parker Pen, Tanishq, Polio drops
Salman Khan Thums Up, Mountain Dew, Coca Cola, BharatPe
The source must have credibility, likeability and approach to the views and
disposition of the audience.
Message Creation and Copy Writing
Likeability
Audience likes a source for many reasons:
• Source is identical to audience in personality, political affiliation, race and group
characteristics.
• Source may be enjoying life, the receiver may like to emulate the source i.e.,
film stars, pop singers, sportsmen, celebrities etc.
• Source’s approach to disposition of audience.
If the receiver agrees with the views expressed in the Ad, it is more persuasive,
source with expertise, credibility and attractiveness influences the receiver. The
message should have two features influence the audience.
Message Structure, and Appeal.
These features bring about attitudinal changes
Message structure arrangement, one-sided message should be delivered when
the audience is already in agreement with the views of the communicator. It
conveys only positive attributes and benefits. When the audience is already in
disagreement, two-sided message should be delivered. Two way messaging is
suitable for educated customer.
Message Creation and Copy Writing
A basic consideration in the design of a persuasive message is the
argument’s order of presentation. It is to be decided whether the most
important part of message be placed at the beginning, the middle or
the end. Researches indicate that the items presented first and last are
remembered better than those presented in the middle.
The most effective way of presentation is to have the strong points both
in the beginning and at the end. The weaker points may be in the
middle of the message.
Climax order: Important point of the message comes at the end.
Anti Climax order: Important point is at the beginning when TA interest
is low.
Pyramidal: Important point is in the middle to keep the TA guessing.
Message Creation and Copy Writing
Verbal Vs. Non-verbal Message
Pictures are commonly used in advertising to convey information and endorse
the product. Most advertisements are picturised on the TVCs. In a TVC, we can
have a series of pictures leading to a story which leaves a lasting impression or
the mind of the target audience.
Appeal brings attitudinal changes. It addresses to the needs and desires of the
audience.
Message Appeals: It is a creative strategy to make the advertisement affective.
They may touch and appeal to the logical, rational, emotional aspects of the
consumers decision making. It brings attitudinal changes. It addresses to the
needs and desires of the audience.
Product-oriented appeals: It highlights e.g., V.I.P. suitcases have additional
features, brands good quality etc. Bata makes durable shoes, Nike means
quality products etc.
Consumer-oriented appeals: These appeals address to (attitudes, faiths,
beliefs, lifestyle and social image) the consumer.
Message Creation and Copy Writing
Function-oriented Appeal: It highlights the functions of the products.
SunDrop, refined oil heart care, Vitamins, Energy, Hygienic.
Brand to brand comparison Coca cola Vs. Pepsi
Humor and Appeal
Humorous message attract and hold consumer’s attention. They are mainly for
educated and learned audience. It puts consumer in positive mood. It is difficult
to produce humorous message and it wears out fast. Humour generates feeling
of amusement and pleasure and is effective in certain situation. Amul butter
campaign. Theme is always topical and presented in a light hearted and
humorous manner by way of hand drawn cartoon based on the Amul girl.
Message Creation
Sensuality:
Use of sex appeal has become very common and most Ads. are featuring women
in some form or the other and also showing a lot of nudity and subtle use of sex.
Sex stimulates and appeals to the TA. Sometimes sex is relevant to the Ad. and it
makes the Ad very powerful. The Ads. concerning family planning (Ads. of
condoms), deodorants, cosmetics and other such products have to use some sex.
Emotional Appeals Anger—Feeling of Hostility and Aversion
Fear—It is the response to a threat that expresses or implies some kind of danger.
It can be for the safe future e.g., life Insurance-Insure for the future. Insure for your
children and family. Danger from ill health, aids, cancer and other ailments. Danger
of speeding.
Heroism—Health Related Prod.
Pity—We will all get old one day. Let’s help each other.
Fantasy—Skypak courier built fantasy around product service. “We will deliver
wherever on earth”
Mood—A woman expresses herself in many ways and Vimal is one of the them.
Drugs also life saving drugs. Revolt Drugs—The dead end.
Message Creation
Luxury and Distinctiveness “Mysore sandal shop. The great Indian tradition
in luxury bath soaps.”
Ads Relying on USP—(Unique Selling Proposition) USP has 3 parts
uniqueness, selling and proposition. The uniqueness must be in the brand or
proposition. The message appeal should be strong and the image important
and relevant to convince the consumer. “Promise the unique tooth-paste that
has since been tested clove oil”.
Two in one concept Lux Supreme—A Bathing soap and a beauty
Close Up—A toothpaste and a mouthwash—“Close up is for close ups”
Copy Writing
Copywriting By copywriting we mean actually putting words to paper. This is a
message which has been written down in a print media. It also includes the arguments
and appeals used and the headlines.
Layout is to put all things together, the subject the headlines, appeals, background
music and all that goes to make an advertisement.
Illustrating is of crucial importance in Ads. In this pictures and photographs are used to
convey a central idea. Illustrations also identifies the company, brand name and
trademarks. Copywriting is a specialized form of communication of ideas that are
meant to serve the requirements of modern marketing. It forms a link between the
advertiser and the prospect. It may promote an idea or convey messages and give
commercial information.
The copywriter formulates a strategy, which consists of the steps as shown:
• Gathering Information: The copywriter gathers information from the market, the
customers and the media and puts them into abstracts. These abstracts are then put
together for further blending etc.
• Blending: All the elements of the abstract are blended and combined together.
There may be editing of ideas, their additions, acceptance and rejections.
• Hypothesis are made and they act as a guiding factor and are experimented upon.
Copy Writing
• Gestation some time lag is given to find out the objection and difficulties
which are removed subsequently.
• All the facts gathered are then written down in the form of a copy or a
message.
• The copy is reviewed and finalised.
• The Headlines: A good and catchy headline completes 80% of the job.
Headlines are important in all advertisements. These are designed to catch
the attention of the prospect. The headline presents a selling idea.
Classification of Headlines They are based on presentation and content. On
the basis of presentation we have direct and indirect headlines.
• Direct Headlines: They are straight and informative. The new values of the
product are communicated the customers. If the response is not good then
indirect headlines are used.
• Indirect Headlines are useful for people who read headlines by way of
curiosity and lack of predisposition. It draws the attention of audience
unintentionally i.e., when their attention is drawn by the picture or an
illustration then they read the headlines.
Copy – Headline
Functions of Headlines •
• About 80% of advertising successes is attributed to headlines.
• Headline tells the whole story in a few words.
• It is an important attention getting method.
• Advertisers try to gauge the impact of headlines.
• There are reward headlines which attract attention. “Win a visit to Malaysia”
“Win a car” “Buy a packet and enter into a 5 Lakh draw” Headlines are not
used in print media. but also on T.V
Copy Writing
There are various types of copies. These are:
• Reasons why copy: It explains the reason why one should purchase the
goods of the company or prefers the company’s product to other brands. The
sub heading bridges the gap between headline and the main copy.
• Body copy: Body copy carries the main message. It explains the product
features, values. It logically supports the claim made by the product and
explains the product features and values.
• Radio copy: In radio copy we have a combination of message, music, sound
and voice. It draws the attention of the customers. Radio copy stimulates
awareness, and takes the consumer through various stages.
• Television copy: It is prepared with great care as it requires much higher
expenses. It has to take care of pictures, sounds, movement, voice clarity etc.
In preparing a television copy, the help of advertising agencies is also taken.
It requires creativity, visual attraction, the idea, the story etc. The USP is
extensively used in television copy.
• Local copy: It includes posters, bills in local papers and pamphlets. It gives
information on local shops and stores. It is effective locally.
Copy Writing
Criteria for Effective Copy A good copy should:
• Stimulate interest in the audience.
• It should be concise and precise.
• It should create desire.
• It should aim to sell.
• Should be designed according to the target market.
• Influence the reader’s thoughts.
• Bring attitudinal changes.
• Should have an appropriate appeal. A copy should show the
recommendations of celebrities and credible persons and experts. It should
be straight forward. It is repeated with greater frequency, it has greater
impact.
Copy – Slogans Logos Types & Signatures
Slogans, Logos, Types and Signatures
A slogan is short interesting statement which may also rhyme and make the
product popular e.g., ‘‘Safety first speed after words’’, “Better late than never”
slogans can also be longer as in the case of Indian oil. “On ice on sand on any
land, avoid your car coming to a stand. No matter the soil, do not recoil, always
use Indian Oil”.
A logo is a symbol which is adopted by a company. It can be a sign which
reminds the consumers of the company. We have logos for Mercedes, Honda
H, Coca Cola, Nike, Falcon, Thums up etc. Slogans are repeated forms of
advertising. It is like a headline. It crystalizes a few memorable words.
Slogans must predict certain qualities that differentiate the product from other
products. These days logos are being worn by players on their shirts. It is also
referred to as signature indicating the identification of the company or the
brand. Logos remind customers of the company and its products
Role of Creativity in Copywriting
Creativity is the use of imagination or original ideas in order to create
something. It is also an Art. The advertisement must be creative, innovative and
must have something unique and special about it. It should also be appealing
and credible. The creation of an advertising message commences with the
overall marketing and advertising goals and also with the objectives of
advertising campaign.
Vimal sarees made by Reliance Textiles Ltd. came out with the slogan. “A
woman expresses herself in many ways and Vimal is one of them.” It brings the
association of a sari with the Indian tradition of women.
Purchase Proposition The first step in creative strategy is the purchase
proposition. What are you offering the consumer, is not only the product, but the
brand as well as the appeal! Less differentiated products like Cherry Blossom
Boot Polish and Kiwi Boot Polish use different approaches. Cherry Blossom:
“Did you cherry blossom your shoes today.” The ad shows an attractive girl and
the can of polish with the announcement something special is coming your way,
whereas the kiwi stress on ‘Kiwi care’.
Role of Creativity in Copywriting
Unique selling proposition (USP):
This was developed by Rosser Reeves at Ted Bates Company in 1940s. By
USP, we mean that the advertisement must make a proposition to the
consumer. The advertisements should say to the consumer “Buy this product
for these specific benefits” “close-up is for close ups”, “Boost is the secret of my
energy etc. another U.S.P. for Lime and Lemon drink is “the taste that tingles”
for Promise tooth paste. It is the “clove oil” that is the selling proposition.
Positioning
Positioning is done in the minds of the consumer. How a consumer perceives
the product. It can be positioned on the plank of economy i.e., Rasna and these
products are low in price. Soya Milk is positioned as a health drink with low
cholesterol, Amul Lite Butter is positioned as low on calories and thus healthy.
Limca is a thirst quenching soft drink.