Advertising – Summary

Principle of an advertising is to keep it short & simple, yet effective. It can be summarized as follows.

‘To show, don’t tell’

This means that too much exposure on the target audience can cause trouble for your campaign & can seriously affect the intended purpose.

Anatomy Of A Press Ad

‘It is far easier to write a speech about good advertising than it is to write a good ad.’ – Leo Burnett

Press ad can be divided as follows:

• Headline

• Visual

• Text / body copy

• Logo

• Base / punch line

(above can be black & white or in colour. With borders or without (bleed))

‘Ads are the cave art of 20th century’ – Marshall McLuhan (1993)

‘A picture speaks a thousand words’

Logo – Greek word – stands for spirit, culture & purpose of a company

Type / Ad Category

• Industrial – engineering/ OEM

• Corporate – co. image

• Public services – AIDS/ anti pollution/ health/ family welfare

• Financial – loans/ fin. Schemes/ insurance

• Public issue – IPO

• Classified – sale/ wanted/ matrimonial/ to let

• Consumer perishable – soaps/ beverages/ eatables

• Teaser

• Cartoon strip – generally for child products

• Consumer durable – white goods/ brown goods

• Promotional – boost sales/ clear stocks/ offers/ discounts

• Souvenier – e.g. rock concert to raise funds

• Advertorial – advertising message printed in the form of an editorial

• Direct response – require direct response from the reader (e.g. coupons)

• Launch – new product/ service/ branch

• Buried offers – to see if people notice the ad

Creative Approaches

• Testimonial – use famous people to testify the product

• Life style – lifestyle is used as the main appeal

• Problem – solution – before & after comparison

Agency Brief & Advertising Strategy

An agency brief has all the raw material that an agency needs to work out a sound strategy

Agency Brief Client’s approval——–> Advertising Strategy (long term/ short term)

Advertising strategy satisfies the advertising objectives

Agency Brief satisfies the marketing objectives & it contains information about:

• Company

• Product

• Marketing policy

• Marketing objectives

• Sales policy

• Sales objectives

• Management policy

• Competition

• Customers

• Future plans

All the detail in an agency brief is from the view point of the company. Agency’s business is to look it from the consumers’ viewpoint so as to lay foundation for the advertising strategy.

Setting the Advertising Strategy

Advertising strategy is decided by

Sr. mgr. + Creative + Media & A/c planning + Research wing = Team Work

Written Advertising Plan contains:

• Statement of advertising objective

• Written advertising strategy

• Product positioning statement

• List of reasons for buying

• Creative blueprint

Advertising strategy

• ‘What’ will be the advertising message

• ‘How’ it should be said (press/ tv/ film/ radio etc.)

• ‘Who’ are to be targeted

• Analysis of consumer behaviour & attitudes to the product

• Thinks of the product as a future brand

• Finds a positioning for the brand

• Thinks ways to overcome or eliminate competitors’ advertising strategy

• Lays the basics for media strategy

• Decides on the budget

• Considers what research, if any, to be undertaken

• Works out a time plan for advertising

Creative Brief & Strategy

Advertising strategy ————–> Creative brief to copy/ Art team

Creative brief

Tells about the product/ competition/ market/ consumer profile/ marketing objective/ advertising objective

Advertising Task

• Brand visibility

• Usage

• Promotion

• New brand awareness

• Repeat usage

• Educate

• Explain a new concept

‘The consumer is not a moron, she’s your wife’ – David Ogilvy

Setting the creative strategy

• Problem assessment

Creative strategy

• Target audience

• Brand positioning

• Image

• Tone of voice

• Recommendation

• Research

Target Audience

e.g. toothpaste

• Target audience – men/ women/ children of middle income group living in metros

• Whom to address – decision maker – wife

• Who are the secondary/ hidden influencers – kids

For a peppermint toothpaste the target audience are kids. The taste will appeal kids, who in turn will influence/ pressurize their mothers to buy peppermint flavoured toothpaste.

‘There is no such thing as Mass Mind. The mass audience is made up of individuals & good advertising is written from person to another. When it is aimed at millions, it rarely moves anyone’ – Fairfax Cone (Foote, Cone & Belding)

Tone of Voice

• It is crucial in designing your communication message

• Visual should echo the same tone of voice

• It depends on how you want to communicate your message

o Joyfull

o Fear

o Instruction

o Appeal etc.

Suppose you are the PM & the war broke out. How would you communicate it to your:

• Son

• Wife

• Citizens

• President of USA

(this shows that the tone of voice depends on the message & the target audience)

Brand Image

Image – others’ perception of me

Personality – what I am

Brand image leads to Brand Personification

(what the consumers think you are & what you look like or how they imagine you)

Its pure perception or impression

The Proposition

Rosser Reeves coined the term USP in his book ‘Reality in advertising’ in 1970

Proposition = Consumer benefit + reason ‘why’ – Alyque Padamsee

e.g. Pears soap keeps your skin as soft & smooth as a baby’s because it contains pure glycerine

therefore, proposition for Pears soap = soft skin (benefit) + glycerine (reason)

Lux Soap ad.: ‘Beauty soap of the film stars’

• Close up of a beautiful film star

• Soap picture

• Headline is a testimonial from the star

• Baseline – ‘beauty soap of the film stars’ & is signed by the star

Consumer perception

Lux soap will immediately produce a film star complexion in even the plainest faces.

Brand Positioning Statement

• What you want the people to think of the brand

You need to know about the 3 P’s to formulate a brand positioning statement:

• Product

o Does it fill a definite need/ desire

o Are most users satisfied

o Does it have exclusive features

o Is it positioned correctly

• Prospects

o Demographics

• Men/ women/ children

• Young/ mid aged/ old

• Rich/ poor/ average

o Where do they live

o Teates in reading/ tv/ radio

o What do they know about the brand

• Purchases

o Where do they buy products from

o Seasonal or special occasion buying

o Premeditated or impulsive

o How does price compare with the competition

Brand Positioning

– Cadillac quality car

– Volvo safe car

– McDonald’s burger place

– Dominos instant delivery pizza

– AT&T the telephone company

– Xerox the photocopying company

From Proposition to Headlines

• Be clear

• Be simple

• Headline should compliment the visual

• Be imaginative

• Headline+Baseline+Visual – should reflect the proposition

Headline+Baseline+Visual = 90%; Body Copy = 10%

• Maintain land to sea ratio

Source by Gurdeep Singh Raina