Effective Advertising Message

Unit 3
Quirky humor helps happydent white break free from clutter

HAPPYDENT WHITE’S IDEA BULB

 Saffola Gold hits on the right strategy
to build on “healthy Heart” proposition
• 2004- launched SafFola Gold launched- new variant-
premium edible oil
• Reposition- from curative to preventive brand
• Targeted age group 25-45 years
• Intended customer were males but comm
addressed to women in the family
• Research- consumers are not heart patient but
prone to disease if tread carelessly
• Benefits- helped in reducing cholesterol & absorbed
less in food
• Campaigns like- Kal se, abhi toh ye jawaan hai,
prayaschit
 What is a “ Big Idea”?
• Creative concept to execute adv strategy &
comm brand msg, & serves a central theme for a
series of ads in a campaign
• Involves all- head, heart, gut feeling
• Advertisers have to lubricate their grey cells, put
thinking caps on
• Creativity- giving birth to something that did not
exist before, being innovative, imaginative,
original & different, both art & science
• Both visual & words are imp
• Establish metaphors & analogies
• Concern- copycat adv ( using an idea that
someone else has originated)
• Create Creative Leap- involving mind shift,
looking at something in a different way, from a
diff angle
 Traits of Creative Minds
• A questioning attitude
• Courage to take risks
• Sense of humor
• Habit of observation
• Ability to visualise
• Openness to new experience
• A Positive mindset
 Brainstorming for Creative ideas
• Brainstorming-” a conference technique by
which a group of 6 to 10 ppl work together to
come up with ideas
• Combined power of group associations
simulates far more ideas than any 1 person
could think of alone
• Rule is that no one should halt so that 1 after
another ideas keep flowing freely
• Quantity of idea is more imp than quality as
51st idea becomes breakthrough concept
 The Art of Brainstorming
• Strategy- tells what to do, speaks about vision
& mission of org, customers, msg to be
conveyed
• Eg Air india express chose showcasing India to
world using plane’s exterior as a canvas
• Naukri.com created a punch thru creatively
executed Hari Sadu commercial
 Creative Execution of Big Idea
• Not only what is said is imp, how is said is very
imp for effective msg
• Deals with physical form of an adv- story,
script, copy, art, music, words & phrases ,
color, style, tone, reproduction
 Bringing creativity in Ad execution
• Creativity in adv is about delivering a relevant
selling msg in an unexpected manner, such
that it catches attention of target audiences,
establishes a connection with them & makes
them want to read, listen or view on.
• Idea is considered as creative when it is
relevant, original & impactful (ROI)
Executing creativity without relevance

ERICSON LAUNCHING SMALLEST

MOBILE PHONE IN INDIA
BRAND STRATEGY BIG IDEA EXECUTION
ELEMENTS
Dhara health Dhara oil keep Kids are proud of Creative tagline, wit &
sunflower oil customers hearts & fathers who are humour, selection of
health strong healthy & strong right characters,
gripping stories

Mentos Refreshes consumers Gives ‘fresh ideas’ in Creative tagline, wit &
our otherwise humour, selection of
mundane lives right characters,
gripping stories, apt
sound effects

Axe deo Create a sensual Talk of ‘axe effect’, Creative tagline, wit &
appeal how women are humour, gripping
magnetically attracted stories, apt sound
towards men using effects
axe
fevicol Reinforce fevicols Show bonding power Creative tagline, wit &
leadership position as of brand in humour, selection of
ultimate adhesive metaphoric way right characters,
gripping stories, apt
sound effects
 Original- unique/ one of a kind
• Vodafone’s zoozoos ads- symbol of originality
 Impact
• Creating comm that is effective & gets a
particular result- public appreciation, increase
in sales, enhancement of brand equity
• Its about way an ad communicates
• Coca cola intro brilliant & effective campaign-
Thanda matlab coca cola, connecting with
rural masses & lower-eco classes against
traditional urban teens, amir khan as punjabi
farmer, nepali guide, hyderabadi panwala
 Creative Strategy
• BIG IDEA must be both
• Creative- original, different, novel, unexpected
• & Strategic- right for product & target, meets adv
obj
• Idea that solves communication problem in an
original way
• Creative strategy/ message strategy- what ad says
• Execution- how it is said
• Both are imp
 Message objectives
• Perception- creates attention, awareness,
interest, recognition & recall
• Cognitive- deliver info & understanding
• Affective- touch emotions & create feelings
• Persuasion- change attitudes, creates conviction
& preference
• Transformation- establish brand identity &
associations
• Behaviour- stimulates trial, purchase, repurchase
 Head & Heart strategies
• Head- rational
• Heart- emotional
• Also depends on involvement factor
• Head strategy imp for high involvement
products & heart strategy is imp for low
involvement products
 Creative execution elements
Message appeals- rational vs emotional

• Rational appeal- promise that product will deliver

certain benefits, msg focus on quality, price, value-
for-money, performance etc
• Products of high importance to consumers
• Require extensive info
• Cars, home loans, insurance, furniture, computers
• Long copy, certificate of guarantee, product
demonstration req to inform & assure consumer
 Emotional appeal
• Rouse positive/ negative emptions( humor, fear,
pride, guilt, shame, pleasure, affection, status)
in a bid to drive purchase
• Products that are imp for customers but for
their purchase they rely more on feelings &
attitudes about product
• Products that are not very imp, grocery items,
low involvement products
• A mix of appeals is req at times
 Emotional appeal
• Rouse positive/ negative emptions( humor, fear,
pride, guilt, shame, pleasure, affection, status)
in a bid to drive purchase
• Products that are imp for customers but for
their purchase they rely more on feelings &
attitudes about product
• Products that are not very imp, grocery items,
low involvement products
• A mix of appeals is req at times
 Hard & Soft Sell Strategies
• Hard sell- Informational msg,
• touches mind,
• creates response based on logic,
• target audience wants info to make a rational
product decision,
• shows tangible product features & benefits
• Soft sell-
• uses emotional appeal, images,
• creates response based on attitudes, moods,
dreams, feelings,
• target audience has little interest in info & are
more responsive to msgs that touches
emotions
 Lectures & Dramas
• Lectures-
• serious instruction given verbally,
• speaker arguments and persuades audience,
• not expensive to produce,
• are compact & efficient,
• can deliver many selling points in seconds,
• make point clear,
• “a talking head”,
• can be a celeb, spokesperson, etc
• Eg trivago
• Dramas-
• relies on viewers to make inferences,
• advertiser tells stories abt products,
• characters speak to each other, not to the
audience
• Can be funny or serious
• Viewers learn from these commercial dramas
by inferring lessons from them & applying
those lessons to their everyday lives
• Eg naukri.com hari sadu ad
 Facets of Creative Strategy- covered in
separate ppt
• Messages that drive perception
• Attention & awareness- getting customers
attention requires stopping power-
• Unexpected media like guerilla marketing
• Contrast (print ads)
• Interest- keeping attention is pulling power of ad
• Relevant things attract attention like matching
hobbies, concerns issues trends fashion etc
• Teaser campaign-unfolding msg over time
Guerilla Marketing
• Memory- ad has to stick (in memory)
• A min of 3 times repetition can be established
• Jingles
• Clever phrases, nikes slogan (Just Do It)
• Taglines (used at end)
• When tagline used consistently on all
marketing msgs it becomes slogan
• Color (mcdonalds is red & yellow)
• Shape (Absolte vodka)
• Logo or signature (at end of print ad)
Colours

If you aren’t red,

you are dead
 Messages that drive cognition
• Informational strategies
• Stress on features most imp for target audience
• Points of differentiation relative to competition
• Eg automobile ads
• Category based- generic strategy
• Claim- product focused strategy, use comparisons
before, after demonstrations
• News announcements to provide info abt new
products- long copy approach in print & infomercial in
TV- like Apple
Demonstration
 Messages that touch Emotions
• Soft sell strategy- love, fear, anxiety, envy,
sexual attraction
• Creating feeling of involvement
• Events, fairs, contests, grand openings,
exhibits
• Emotional goal- create liking for product
• Entertainment using drama, humor, song
dance –Naukri.com
 Types of Emotional appeal
• Fear- “ you’ll lose your hair if you dont use this
oil”, negative appeal, public cause campaign,
social msg ads
10909018_1541706836117186_1428531190_n.mp4
• Humor- liked by youth, higher class, better
educated & working professional, kids
• Mentos, chloromint, center shock, happydent
white, sprite straight humor, surcastic
Center Shock Ad by Ogilvy - 'Cag Featured Agency' of the month of April 2011.mp4
10915689_1541176072836929_1230088448_n.mp4
Fevicol Rajasthani AD.mp4
• Sex appeal- fast track ad, subliminal
perception, can also offend consumers, should
be used if it is a good fit with brand or idea,
image goods like coffee, fragrance
Classic AXE Commercial - The AXE Effect Bar Dance.mp4
• Agony- allergies, gastric trouble, audience
feels adv can empathize with its suffering &
credibility gets quickly established
• Pleasant appeal- girl enjoying mother dairy
ice-cream
McDonald's BF&GF TVC.mp4
• Moral appeal- classmate notebooks, give ppl
satisfaction of doing something for a good
cause by just buying the product
 Messages that persuade
• Designed to affect attitudes & create belief
• Creating word of mouth- refferal from
someone
• Appeals- using psychological appeal,
connecting with diff emotions, logical appeal
(saving money for retirement), status appeal
(high quality & expensive product),appetite
appeal( using ,outh watering visual's)
Polio Eradication Programme in India--AD.mp4
• Selling premises- logic behind sales offer, rational
appeal, focusing on benefit, promise, reason why one
should buy something, USP (unique selling
proposition- benefit statement that is both unique to
the product & imp to user)
• Imp to make claim believable, proof used is called
support
• Conviction- convincing consumer to commit to
something, prefer it & intend to buy it- lava phone try
t by dhoni, test drive of cars
• Uses test results, before after visuals, testimonials by
users & experts, demonstration, celebrity
endorsement, product placement in movies & shows
 Messages that transform product into
brand
• Transformative power of branding
• Brand takes on character & meaning
• Image advertising- marketer provides cues
that makes meaning based on feelings, ideas,
attitudes etc come together as a coherent
image of brand
• Fevicol, colgate, google it
 Associations
• delivers info symbolically by connecting brand
with person, lifestyle, etc, using visuals
• Eg- car in front of mansion depicts luxury w/o
stating that in words
• Sponsorships- like to olympics etc
• Creating brand relationship thru relationship
marketing program, loyalty programs like HOG
 Messages that drive action
• Change in behaviour
• Sales promotion- sampling, coupons, discounts,
free gifts etc
• Call to action- free phone number, URL, email
address
• Viral marketing- adv thru internet
• buzz- personal comm more persuasive than mass
media adv
• Reminder adv strategies- leads to repeat purchases
 Message approaches
• Straightforward- info w/o gimmicks, emotions
etc
• Demonstration- how to use product
• Comparison- direct or indirect
• Problem solution- product as hero- msg begins
with problem and product is solution
• Humor- it gets attention
• Slice of life- drama, typical ppl talk about
common problem & resolve it
• Spokesperson- celebs, created characters,
experts, common ppl
• Teasers- mystery ads, used for new products
• Shockvertising- getting attention & creating
buzz with outlandish creative ideas or
provocative visuals
comparison
 shockvertising
• In the Autumn of 2011, the Benetton group launched a
worldwide communication campaign, centered around dispelling
the “culture of hatred”, entitled the UNHATE foundation.
• This message was focused on communicating to leaders and
citizens around the world who were constantly combatting
against each other.
• The company partnered with research communication center,
Fabrica, and the 72andSunny to create posters to advertise these
messages.
• According to Benetton, the Benetton group’s CEO, “These are
symbolic images of reconciliation-with a touch of ironic hope
and constructive provocation- to stimulate reflection on how
politics, faith and ideas, even when they are divergent and
mutually opposed, must still lead to dialogue and mediation.”
 Creative brief- planning & managing
creative strategy
• Explains consumer insight & summarizes basic
strategy decisions (positioning, targeting, obj,
brand strategy)
• Account planners main product which should
be clear, logical & single focused.
• Strategic but has to be creative too
• First step in creative process
 Creative brief outline
1. Problem- whats the problem that comm can
solve?
• Establish position, reposition, increase loyalty,
get ppl involved, increase likig
 2. Target audience
• Who do we want to speak to?
• Brand loyal, heavy users, infrequent users,
competition’s users
 The brand position
• What are the important features?
• What's the point of competitive advantage?
• What’s the brand position relative to
competition?
 Brand imperatives
• Brand Essence, brand personality & image
 COmm objectives
• What o we want them to o in response to our
messages?
• Perception, knowledge, feelings, symbolic
meaning, attitudes, conviction, action
 COnsumer insight
• What motives the target?
• What are the major truths about targets
relationship to brand?
 Proposition or selling idea
• What is the single mine thought that the
comm will bring to life in provocative way?
 support
• What is the reason to believe the proposition?
 Creative direction
• How can u best stimulate the desired
response?
• How an we best say it?
 Media imperatives
• Where and when should we say it?
 Creative brief highlights
• Background
• Target audience
• Av obj
• Tone of voice
• USP, key message
• Key benefits
• Reasons to believe
• Audience takeaway
 Message execution
• How ads msg is presented
• How msg will look, read, sound in finished
form
• Tone of voice- angry, conversation, pushy,
friendly
• Attitude- style of adv ie in your face,
outrageous, abrasive (harsh)
 The go/ no-go decision
• Imp part of managing creative work is
evaluation
• Evaluation is base on research
• Nut at some point there is a personal go or no-
go decision by either the creative team or the
client
 Vampire creativity
• Problem face by big idea that msg is at time so
creative that the a is remembered but not the
product
• That’s why some advertisers shy away from
really novel or entertaining strategies
• Have to access the effectiveness of as creative
features
 Structural analysis
• Leo Burnett agency has an approach for analysing
the logic of creative strategy as it is being envelope
• Method called structural analysis base on 3 steps
1. Evaluate power of narrative or story line (heart)
2. Evaluate strength of product claim (head)
3. Consider how well the two aspects are integrated-
that’s how storyline brings claim to life
• Such strategy keeps rational an emotional sides of
adv working together
 Copy testing
• Formal method of evaluating effectiveness of
an a either in raft form or after it has been use
is called copy testing
• Obj needs to be measurable so that they an be
evaluate to determine the effectiveness of
creative strategy
Copywriting
 The copywriter
• Person who shapes & sculpts words in an ad
• Copy- text of an ad
• Killer poet
• Background in English & literature
 Copywriting for print
• Created in 2 pieces:
• Copy sheet- display copy & body copy
• Layout
• Display copy- headlines, subheads, call outs,
taglines, slogans
• Body copy- text of ad msg & captions
 layout
• Blueprint, map to roughly lay, position, size
elements like headlines, visuals, body copy,
brand logo
• Print ad begins after finalizing layout
• Can be heavy on words, visuals or both
 How to write headlines- unless headlines sells your
product, you have wasted 90% of your money

• Conveys main msg so that ppl get print of ad

• Works with the visual to get attention & communicate
creative concept
• Clutter busting Big Idea breaks thru competitive clutter
• Catchy
• Attract high target audience
• Understood by a glance
• Direct action headlines- straightforward & informative,
links brand to benefit, “the power to stop pain”
• Indirect action headlines- maybe better at drawing
reader into msg
 Types of direct action headline
• Assertion- claim or promise
• Command- politely tells reader to do
something
• How to heads- how to use a product or solve a
problem
• News announcement- new product info etc
 Indirect action headlines types
• Puzzles- curiosity generator
• Associations- use images and lifestyle to get
attention & build interest
• Blind headline- give v little info, huge gamble
• Make it memorable- “utterly butterly delicious”-(Amul),
“Hungry kya” (Dominos)
• Include the brand name- “ The Axe Effect”
• State prime benefit- “ Incredibly fast” ( Bajaj fans)
• Differentiate your brand- “ lasts upto 6 times longer”
(Duracell)
• Convey brand personality- “taste the thunder”- (thumbs
up)
• Comm brand strategy- Amuls’ Taste of India, ET’s Power
of Knowledge
• Watch word length-
• Try rule of 3- “ Shines, nourishes & protects”- (Kiwi shoe
polish)
• Check for meaning- “ Growth is life”- ( Reliance Industries)
 How to write other display copy
• Captions- second highest readership, have pulling
power, serve info function
• Subheads- continue to lure reader into body copy,
break up mass of “grey” type in large body copy type
• Taglines- short, catchy, memorable phrases used at
the end of ad to wrap up creative idea,
• Eg “khushiyon ki home delivery”
• Slogans- repeated from ad to ad, long term brand
identity
 How to write body copy
• Straightforward- informative
• Narrative- tells a story
• Dialogue- conversation based
• Explanation- explains how something works
• Translation- technical infor of high tech & medical
industries must be translated into understandable language
• 2 paras In body copy-
1) lead- first para, ppl test the msg whether want to read or
not
2) Close- refers back to the creative concept & wraps up Big
Idea
 Types of visuals
• Snapshot of product- absolut ads
• Product in use-( how a product works or looks
in application)
• Close up of some critical part of product-
Allen soly shows close up of shirts fabric to
focus texture, Porsche uses interiors of cars
• Kind of product who needs the product most-
Elle 18 shows pranky, notorious girls
• Benefit of using product- Clean n clear shows
models with faces flaunting pimple free skin
• Ills of not using product- itch guard
• Before & after – vlcc ad
• Metaphor for product- used by strepsils
 How to write radio copy
• 15,20,60 seconds spot- usual length
• 10, 15 sec spot- used for brand reminders
• Listeners don’t remember facts as radio is transitory
medium, hence repeat phone numbers or web
address
• Copywriter must reach into depths of imagination to
create a clutter busting idea that grabs listeners
attention
• Theatre of mind- story is visualised in listeners
imagination
 Tools of radio copywriting
• Voice- jingles, dialogue, announcements
• Ppl imagine ppl and what they are like based
on their voices
• Child, old man, an executive etc used
• Good copywriter recognises diff patterns of
speech for target audience
• We talk in short sentences, teenagers don’t
talk like 8 year old or 50 year old
 music
• Can be used behind dialogue, create dramatic
effects, to create any mood
• Primary use is in support of jingles-
commercials in song
• Hummable music used
• Little songs that stich in mind
• Customer can sing along and help them
remeber
 Sound effects
• Automobiles honking, cheers of fan etc create
mage & cue the setting
• Described in radio script
• Imp in making commercial memorable &
attention getting
• Can be original but mostly purchased from
sound effect libraries
 Radio scripts

• Includes words, dialogues, lyrics, sound

effects, instructions, descriptions
• Source of audio written won on left side
• Content, dialogue, sound effects & music on
right
• Instructions & descriptions (anything not
spoken) in caps
Popular Structures Of Radio Commercials

• One voice- monologue, Lexi pens uses

sensitive female voice foll 60 sec script
• Dialogue- 2 ppl talking,
• Multivoice- Femina generation W ad used
multivoice format with various asking
questions
• Celebrity- Pulse polio ad by Amitabh Bachhan,
Gujarat Tourism
• Continuing character- “kya aap close up karte
hai”- nasal voice
• Audio demonstration- demonstrating product
in use by voices & sounds, Castrol CRB Plus
uses sore throat for engine using regular
engine oil & deep & clear voice for engine
using the branded product
• Sounds & music- airtel ad
• Interviews
• Vignette- series of short situations, accounts,
episodes that lead to same point & linked by
music, line, sound effects
• Case history- situation is presented as a
problem & use of adv product as soln to that
problem, VLCC
 How to write television copy
• Moving image, action, makes much more
engaging
• Fuse images with words to present a creative
concept but also tell a story
• Reinfoces verbal msgs with visuals or visa
versa
• Get commercial produced- actual filming or shooting
of commercial, in house or external production
• Key production issues to consider:
 No of scenes & shots- scenes- pieces of action that
occur at a single place or loc, several shots taken from
varied angles
 Setting- place where scene is shot- eg Vodaphone
Zoozoos sets are made larger than life to make charac
look small
 Length- 10,15,30 or 60 sec, initially more length then
reduce
 Casting- right actor for each role, eg Dominos Pizza
using Paresh Rawal
 Tools of TV copywriting
• Video- visuals & motion must convey BIG
IDEA, gestures, expressions, body language
matters, characters, Audio- music, voices,
sound effects, eg CEAT tyres
• Other tv tools- costumes, sets, locations,
props, lighting, computerized special effects,
etc are very imp, talent (announcer,
spokesperson, character, celeb)
 Planning tv commercial
• Length- 10, 15, 20, 30 or 60, common length is
30 sec
• No. of scenes- 30 sec commercial is planned
with 4-6 scenes, fast paced commercial may
have more
• Key frames- visual that sticks in the mind &
becomes the image that viewers remember
when they think about the commercial
• What’s the Big Idea
• What’s benefit
• How can u turn that benefit into a visual element?
• Gain the interest of your viewer- 1st 3 seconds are
crucial
• Focus on a key visual- scene that encapsulates
your entire selling msg into 1 neat package
• Be single-minded- tell one imp story per
commercial
• Observe the rules of good editing- viewer
understands the idea of commercial
• Try to show the product-min close up at the end
Making a TV Commercial
 The Process
• Review creative brief- eg of Daikin
• Think pictures- visuals take over words
• Use narrative- write scenario that completes
story or takes it to its logical conclusion
• Write a script-
• prepared by copywriter,
• written version of commercials plan,
• contains words, dialogue, lyrics, instructions,
• Descriptions of sets, costumes, lighting etc
• Prepare a storyboard-
• visual plan or layout of commercial,
• shows no. of scenes,
• composition of shots,
• progression of action
• Mood board- many frames expressing mood
in a single scene
• Photo board- snaps from commercial
A hand drawn storyboard for Daikin
commercial
 Photoboard of Daikin commercial that
communicates proposition of “complete Silence”
 Writing for the web
• 2-way comm possible
• Copywriter has to attract ppl to website but
also manage dialogue based comm experience
• Web is an info medium & users refer to it for
extensive reference info
 banners
• Most common form- contains text, images,
animation
• Creative to stand out
• Must arose interest of viewer who are
browsing other info on computer
• Vivid graphics & clever phrases- key
• Offer a deal- discount or prize
• Using an involvement device- challenge or contest
• Changing offer frequently- even daily at times,
exploit “nowness” & “newness”
• Keeping the writing succint- short & precise
• Focusing surfers attention- asking provocative
ques or offering knowledge
• Using the ad- reward surfers for sharing their
opinion by offering free 3 days daily horoscope etc
 Web ads
• Creates awareness & interest in a product &
build a brand image
 Other web formats
• Games, pop up widows, daughter windows,
side frames
• P&G’s “send-a-kiss” campaign where visitors
can send electronic kiss to special ppl in their
lives
• Special arrangements for V-day & Mothers day
 Visual Communication
• Visuals must:
• Grab attention
• Stick in memory
• Current belief- seeing is believing
• Tell interesting stories
• Communicate quickly- pictures tell stories faster
than words
• Anchor associations- link product with visual
representing lifestyles & types of users
 Art Director
• Person who creates visual impact
• Like visual look of the msg in both TV and print&
how it communicates mood, product qualities,
psychological appeals
• Both copy writers & art directors engage I
visualisation- imagining what finished ad might look
like
• They might also design brand logo, merchandising
material, store or corporate office interiors, other
aspects of brands visual presentation like
shopping bags, delivery trucks, uniforms
 Layout
• Plan that imposes order & creates an
arrangement that is aesthetically pleasing
• Common types:
• Picture window- single picture covers 60-70%
of ads space, underneath is headline & copy
with logo at bottom
All art- art fills the frame of ad, copy is
embedded in picture
Panel or grid- no. of visuals of matched or proportional
sizes, window pane or comic strip panel
Dominant type or All copy- headline is treated as type art, copy
dominant ad, with art either embedded in copy or placed at
bottom of layout
Circus- combines lots of elements like art, type, color, to create a
jumbled image
eg discount store ads
Nonlinear- contemporary style, can be read starting at any
point in the image, direction of viewing is not ordered
Grunge- lack of concern for formalities of art,
design, type styles, legitibility
 Design principles
• Direction- create visual path for the eye as it
scans the elements
• Dominance- can be visual or headline etc
• Unity- all the elements in a n ad must fuse into
1 coherent image
• White space- can be a design element in itself
• Contrast- created by size( larger vs smaller) &
tone( light vs dark)
• Balance- where to place an element,
formal(symmetrical, entered left to right) &
informal( asymmetrical & creates a more
visually dynamic layout)
• Proportion- equal proportions of elements in a
print ad are visually monotonous simplify,
• simplify, simplify, simplify- fewer elements,
stronger impact