Advertising By, AKHILA P.S4 MBA

Advertising Message

"Advertisement message is the point of the ad that the customer should get through words or pictures."

Advertising campaigns are focused on conveying an advertising message to a target audience in order to convince them to purchase a product or service, investigate the brand further, and make the audience remember the brand name

Advertising Message Structure Most advertising messages share common components

within the message including:

• The Appeal – This refers to the underlying idea that captures the attention of a message receiver. Appeals can fall into such categories as emotional, fearful, humorous, and sexual.

• Value Proposition – The advertising message often contains a reason for customers to be interested in the product which often means the ad will emphasize the benefits obtained from using the product.

• Slogan – To help position the product in a customer’s mind and distinguish it from competitors’ offerings, advertisements will contain a word or phrase that is repeated across several different messages and different media outlets.

Effective advertising message• Narrow the message and be specific so the customer

gets one important message instead of a jumble of "good stuff" that want them to hear about.

• Be sure that it talk about competitive edge. • should use headlines and subheadings to get message

across. • Be sure there is plenty of "white space" to make it easy

for the customer to see the important points.• Simple and clear.• should create a message that motivates the customer to

take action now rather than later• Define positioning• Be relevant. Know the audience and craft message • Break the rules. What did yesterday has a tendency to

become the rule. Don’t make rules for the message.

Message Creation Factors• Characteristics of the Target Audience – The makeup of

the target audience (e.g., age, location, attitudes, etc.) impacts what is conveyed in the message.

• Type of Media Used – The media outlet (e.g., television, print, Internet, etc.) used to deliver the message impacts the way a message will be created.

• Product Factors – Products that are highly complex require a different message than simpler products. It is a function of the product's features, uses and benefits.

• Overall Advertising Objective – the objective of the advertising campaign can affect the type of ad that is designed.

Advertising Message Testing• The most popular method of testing

advertising for the marketer (or their ad agency) is to conduct focus groups where several advertising messages are presented.

• On the Internet, advertising delivery technology allows for testing of ads by randomly exposing website visitors to different ads and then measuring their response.

Advertising Message Testing Steps

• Immersion• Ideation• Brainfog• Incubation• Illumination• Evaluation

IMMERSION

• It involves reading, conducting research and learning everything about the given problem.

• Gathering raw material and information through background research and immersing oneself in the problem.

IDEATION

• Forming alternative ideas• This stage looks at the problem from every

angle in order to develop ideas and generate as many alternatives as possible

BRAINFOGAt this stage, the creative person is quite frustrated and quite willing to give up.

INCUBATION

• The creative person decides to give a rest to his/her conscious mind and let the subconscious mind to take over.

• Putting the problem out of your conscious mind and turning the information over to the subconscious to do the work.

• Getting away and letting ideas develop.• In this stage, one have the idea, but is just giving

it some steam and energy in order for it to fully materialize.

ILLUMINATION

• This is the unexpected moment when the idea comes suddenly like a flash.

• The birth of an idea – the phenomenon, “Eureka! I have it!”

• Illumination, which is in short, the “light bulb” moment.

• This is the time when the puzzle of an idea has come together and there’s no stopping its influence from coming out in.

EVALUATION

• Judging the resulting ideas• This is the last stage that evaluates the

feasibility and novelty of the new idea

Factors in message development

• 3 C’s• Customer -- Target audience• Company -- Product• Competitive Positioning

Customer

• Demographic Characteristics (e.g., age, sex) audience physical profile• Psychographic Characteristics (e.g., activities,

interests, opinions) how they live and reasons for their behaviour

• Decision Process opportunities available to influence product

choice

Company

• Distinctiveness of Attributes• If not distinctive ,audience not interested in

product information

Competition

• If intense competition, greater need for distinctive image

• Distinctive image • Share of consumer’s mind • When choice arises, advertised brand is

evoked

Stages of preparing advertising message

1.Message generation2. Message evaluation and selection3. Message rating4.Message execution

Message generation•Messages can be divided into two types1.Informative- message whose main purpose is to give information2.Persuasive- whose purpose is to influence and change behaviour or attitudes

Basic rules for constructing clear informative message

• The message should be simple, with a clear statement of purpose

• Use the language of the receivers• Provide illustrations• Repeat the important points• Use introductions and summaries for each

major point

Message evaluation, selection and rating• Three factors to be considered in testing

the copy1.Whether or not to be test2.What and when to test3.What criteria or test to use

Whether or not to test? The ad agencies have to decide whether their ad

should be tested before running themWhat and when to test?• At the beginning of the creative process• At the end of the production stage• After the campaign has been launchedWhat criteria or test to use?• Advertisement recognition• Persuasion or change in attitude• Criterion of purchase behaviour• Testing on effective on brand loyalty

Message execution• If the message is considered to be fit to be

released, then the decision of executing message has to be taken . The message impact depends not only on what is said, but often more importantly on how it is said

• Two parameters1.Rational positioning : what is said?2.Emotional positioning : how it is said?

Message execution styles • Musical• Demonstration• Problem solving/ problem avoidance• Comparison• Straightforward• Teasers• Lifestyle • scientific

Adevertising appeals

Appeals are cues that provide stimulus, appeals are developed on the basis of buying motives,advertising message should appeal directly or indirectly to those key needs which influence behaviour. Advertising message is developed in terms of its contents by using an appeal or an idea or usp.

Major Classification of Appeals

• Rational• Emotional(Positive,Negative)• Moral• Direct • Indirect(Product oriented,Consumer oriented)

• Rational appeals Here the functional benefits of a

product is highlighted. Industrial buyers are more responsive to rational appeals. These are generally product oriented appeals. It includes;

• High quality appeal• Low price appeal• Long life appeal• Ease to use oriented appeal• Resale value oriented appeal• Economy in operating

expences oriented appeals

• Emotional appeals Emotional appeals are those

appeals which are not preceded by cacreful analysis of prons and cons of making a buying decision. "Emotions are those mental agitations or excited states of feeling which prompt up to make a purchase".

• Negative emotional appeals This uses the strategy of increasing a person's

anxiety about not using a product.Fear appeal• Message generate anxiety in the mind of

receiver• Low level of fear acceptance of message and

high level of fear rejecting the advertisement• example INSURANCE COMPANIES , Traffic

Police • Fear appeal give to following target audience• Information about the severity of the threat• The probability of occurrence• Effectiveness of coping response• The ease which the remedial measure can be

implemented

• Positive emotional appeal It highlights product benefits and

attributes capable of influencing consumer behaviour. These appeals include the appeal for love, humor, pride, prestige and joy. Other positive emotional appeals include:

• Desire to be different• Desire to conform• Desire to attract the opposite sex• Desire for prestige

• Moral appeals Moral appeals are those appeals to

the audience which appeal to their sence of right and wrong. These are often used in messages to arouse a favorable response to social causes such as prohibition, adult literacy, social forestry, anti smuggling, consumer protection, equal rights for women, ruraldevelopment etc..

• Direct advertising appeal Appeals that clearly communicate

with the consumers about a given need followed by a message which extols the advertised brand which satisfy the need.

Indirect advertising appeal• Appeals which do not emphasize a

human need. As advertisers understand the influence of needs upon selective perception, they leave some ambiguity in the message so that the consumers may be free to interpret it and the need to which the advertiser is appealing.

• Social Appeal• Social factors cause people

to make purchases and include such aspects as recognition, respect, etc.

• Humor appeals • Humor appeals make consumers

laugh and create an emotional link with the product.

• A well-executed humor appeal enhances recollection, evaluation and the intent to purchase the product. Advertisers link the product with the humor.

More appeals• Emotional Appeal Personal Appeal Social Appeal Fear Appeal Humor Appeal• Sex Appeal• Music Appeal• Scarcity Appeal• Rational Appeal• Masculine Feminine Appeal• Brand Appeal• Snob Appeal

• Adventure Appeal•Less than Perfect Appeal•Romance Appeal•Youth Appeal•Endorsement•Play on Words•Statistics•Plain Appeal•Bandwagon Appeal•Sensitivity Appeal

Emotional Appeal• Related to an individual’s

psychological and social needs for purchasing certain products and services.

• Personal AppealSome personal emotions that can drive individuals to purchase products include safety, fear, love, humor, joy, happiness, sentiment, stimulation, pride, self esteem, pleasure, comfort, ambition, nostalgia etc.

• Social AppealSocial factors cause people to make purchases and include such aspects as recognition, respect, involvement, affiliation, rejection, acceptance, status and approval.

• Fear AppealFear is also an important factor that can have incredible influence on individuals. Fear is often used to good effect in advertising and marketing campaigns of beauty and health products including insurance. Advertising experts indicate that using moderate levels of fear in advertising can prove to be effective.

• Humor AppealHumor is an element that is used in around 30% of the advertisements. Humor can be an excellent tool to catch the viewer’s attention and help in achieving instant recall which can work well for the sale of the product. Humor can be used effectively when it is related to some benefit that the customer can derive without which the joke might overpower the message.

Advertising Appeal• Sex Appeal• Sex and nudity have

always sold well. • Sexuality, sexual

suggestiveness, over sexuality or sensuality raises curiosity of the audience and can result in strong feelings about the advertisement.

• It can also result in the product appearing interesting.

• Music Appeal• Music can be used as

types of advertising appeals as it has a certain intrinsic value and can help in increasing the persuasiveness of the advertisement.

• It can also help capture attention and increase customer recall.

• Scarcity Appeal• Scarcity appeals are

based on limited supplies or limited time period for purchase of products and are often used while employing promotional tools including sweepstakes, contests etc.

• Rational Appeal• Aims to focus on the

individual’s functional, utilitarian or practical needs for particular products and services.

• Emphasize the characteristics and features of the product and the service and how it would be beneficial to own or use the particular brand.

• Masculine Feminine Appeal

• Used in cosmetic or beauty products.

• This type of appeal aims at creating the impression of the perfect person..

• Brand Appeal• Is directed towards people who

are brand conscious and wish to choose particular products to make a brand statement.

• Snob Appeal• Appeal is directed towards

creating feeling of desire or envy for products that are termed top of the line or that have considerable qualities of luxury, elegance associated with them.

• Adventure Appeal• Is directed towards giving the

impression that purchasing a product will change the individual’s life radically and fill it with fun, adventure and action.

• Less than Perfect Appeal• Advertisements often try to

influence people to make certain purchases by pointing out their inadequacies or making them feel less perfect and more dissatisfied with their present condition.

• These types of advertising appeals are used in cosmetic and health industries.

• Romance Appeal• These advertisements display the

attraction between the sexes.• The appeal is used to signify that

buying certain products will have a positive impact on the opposite sex and improve your romantic or love life.

• Fragrances, automobiles and other products use these types of advertising appeals.

• Sensitivity Appeal• These advertisements are used to

drive at and influence the sensitivities of consumers.

• Youth Appeal• Advertisements that reflect youth giving

aspects or ingredients of products use these types of appeals. Cosmetic products in particular make use of these appeals.

• Endorsement• Celebrities and well known personalities

often endorse certain products and their pitching can help drive the sales.

• Play on Words• Advertisements also make effective use

of catch phrases to convey the message. Such appeals help in brand recognition and recall and can be quite popular with the youth in particular.

• Statistics• Advertisements also use statistics and

figures to display aspects of the product and its popularity in particular.

• Plain Appeal• These advertisements use every day

aspects of life and appeal to ordinary people regarding the use of a product or service.

• Bandwagon Appeal• This type of advertising appeal is meant to

signify that since everybody is doing something you should be a part of the crowd as well.

• It appeals towards the popularity aspect or coolness aspect of a person using a particular product or service

Adevertising Department

Advertising Agency structure

Creative Department

• Varies a little from agency to agency, the department is generally made up of the same bunch of characters.

• The Creative Director• If the creative buck stops with anyone, it's

the creative director (CD)• Ensure that the work the teams are doing is both

on brief and of a certain quality• Also decides which teams will work on which

projects, the time they need to solve it, and will often be there to present the work to the client, alongside the team who devised the campaign.

• When the occasion arises, the CD may have to help with a problem, or even solve it if no other creative person can. It's for this reason that the CD is often called the "last line of defense" in the creative department.

• Some agencies will have several levels of creative director,

• Copywriters and Art Directors• They usually work as exclusive teams, • It should be noted though that although an art director

has the word "art" in the title, drawing skills are not required.

• This is a job of creative thinking, execution can be handled by other people.

• There are many levels of copywriter and art director, ranging from junior all the way to associate creative director.

• Designers • There are many types of designers, including those

proficient in graphic design, web design and even product design.

• However, most agencies will have graphic designers on staff to assist the art directors and copywriters with campaign materials, and also to work on jobs that require pure design without the need for a concepting team.

• Designers are very valued, as they can take ideas to the next level and give the finished work a polish that the creative team could not add.

• In smaller agencies, designers may not be on staff, but will be hired as freelancers as required, or will work at a design studio whose services are requested from time to time.

• Production artists• The production artists have the (often) thankless

task of taking campaigns and preparing them for print. This will include setting the files up for the printing press, creating versions of one ad for multiple publications, and also creating updates to existing campaigns.

• Although it's not a job that requires a lot of critical thinking, it does require a great attention to detail and a studious attitude.

Advertising Agency Creative Director Career Profile

• A Creative Director (CD) oversees the creative team to help develop the agency's creative product for clients.

• This team includes copywriters and designers. The CD also works with Account Executives to make sure the client's needs are being met and the creative goals are on track.

• CDs also develop every aspect of an ad campaign based on the client's marketing plan, conceptualize those ideas for clients, assign projects to staff and verify the client's deadlines are being met.

• A CD generally gets the glory when a campaign is a success and takes the blame when it's a failure.