Integrated Marketing Communication
 Unit– 2
Advertising
Creativity
 Presented By
Advertising
 Advertising is a form of communication used to influence
individuals to purchase products or services or ideas.
 Advertising often attempts to persuade potential
customers to purchase or to consume a particular brand of
product or service.
 Different types of media can be used to deliver these
messages, including traditional media such as
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Newspapers,
Magazines,
Television,
Radio,
Billboards
Direct mail
Advertisement Creativity
 Creativity is arguably the most important element in
advertising success.
 It is not about doing extraordinary things simply, it is about
doing simple things extraordinarily. Why is it that a simple
toy like Frisbee still captures everyone’s attention
 In advertising different creative strategies are used in
order to obtain consumer attention and provoke shoppers
to purchase or use a specific product. Advertiser use
different ways of thinking to create catchy slogans that
capture consumer attention.
 Elements are: Layout
 Ad Appeal
Visualization
 In developing an Ad the most important activity is
Visualization.
 It is a process , which starts with the design of
advertisement and results into the development of finished
Ad layout in print.
 Visualisation is the art in Advertising
 Common question of Visualizer regarding whether to have
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Headline
Sub-headline
Body-copy
Illustration/ Photograph
Slogan
The second step is deciding the elements of
visualization ….
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Headlines , Sub-heads
The body copy
The illustration
Logo signature
Slogan
Coupon
Seal of approval
Border
Quality marks etc.
once a visualizer exercise himself mentally and puts his
pencil to paper , the shape of Layout begins to emerge.
Layout
 The ultimate outcome of process of visualization is the
layout.
 Layout of an advertisement, with all the type elements
in place and the artwork accounted for, used to give
the client an idea of how the final copy will look
Layout Principle
 Graphic first
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Research found that when it comes to print ads, readers look
at a graphic first, then the headline, then the caption and
finally, the copy.
 Headline Second
 Serif fonts are easier to read than sans serif fonts.
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Block letter & Block-small
 Use drop initials
Layout principle
 Use of illustration of a product
 Use an illustration of a product in a setting
 Use an illustration of a product in use
 Illustrate the benefits
 Dramatize the headline
 Dramatize the evidence
 Use a comparison
 Use Pictures
 Use trade character, Gattu for Asian Paints
 Use charts and diagram while making rational appeal
 Use symbol, Merril Lynch uses a bull to show their bullish investment
sentiment.
Ingredients of Good layout
 Background (picture, tiles ,blocks, graphics)
 Border (Heavy, light, plain, etc.)
 Heading
 Illustration
 Caption
 Coupon
 Decoration
 Mascot
 Logo / Name plate
 Price
 Slogan
 Text
 Trademark
Layout
AD copy and visualisation
 AN advertisement copy is all the written and spoken
matter in an advertisement expressed in words or
sentences and figures designed to convey the desired
message to the target consumer.
 The written content of the advertisement is called copy
and visual parts are called illustration
How to write an advertisement copy
 Study the target market
 Study product to be advertised
 Find USP e.g. DOVE creamy, Pears transparent
 Matching selling point with a consumer benefit e.g.
creamy dove soap results in soft skin
Elements of AD copy
 Headline : bold and conspicuous words in ad copy
conveying a certain message.
 Subhead : subhead appears before or after the headline
or as a part of body copy.
 Body copy : logical continuation from heading and sub
head presented in smaller font. describes the product,
features, uses and benefits.
 Slogans : taglines are standard statement which can be
associated with a brand.
“Complan the complete planned food”
 Logo/address :
 Visuals
Project R&R (release and restitution of chimpanzee in US
Lab)
Illustrations
Illustrations are made by artists by generating pictures,
charts, tables, etc.
e.g. Absolut Vodka used paintings by artists and the work
of fashion designers as illustrations.
 Hand made paintings
 Clip Art : Copyright free pictures available on internet.
 Photographs
 Computer generated visuals
Types of copy
 Scientific copy : technical specification of products
are explained, merits are described in scientific terms
e.g. Saffola-low cholesterol edible oil,nutritional
products, durables (TV)
 Descriptive copy : in a non technical manner product
attributes are described
 Narrative Copy : here a fictional story is narrated.
 Colloquial copy : here informal conversational
language is used
Cont….
 Humorous copy
 Topical copy : Integrated to a recent happening or event
 Questioning Copy : several questions are put forward not
to seek answers but to emphasize a certain attribute.
 Prestige copy : distinguished and favorable atmosphere is
created for the sale of product
 “Reason why” copy : Explanatory copy where reasons for
purchase are explained.
Reason why copy
Message
‘What’ we have to say, ‘how’ do we
say that]
the ‘what’ part is the design of the
message and ‘how’ is
development of message.
Message spot uniqueness of the AD
to win consumer perception.
Following questions give a good
insight, regarding message
 What is the nature of the product: is generic category?
 For whom it is meant : the segment?
 Consumer benefits
 Competitor’s promises
 Is the product different from other available product?
 On which occasion will the product be used?
 What would you like your consumer to perceive this
brand as? What position would it take?
Message objective
Message are to be structured keeping the objective of
the communication and audience in view.
 Passing on information
 Create brand awareness
 Communicating the benefits
 Induce to purchase
Message structure
 Drawing conclusion
 Repetition
 One versus two sided communication
 Comparative advertising
AD Format
 Animation AD
 Slice-of-life
 Encounter
 Problem
 Interaction
 solution
Cont…
 Dramatization
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I t is same as slice…. Difference in intensity and story format
 Testimonial
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Advertisers have attempted to quantify and qualify the use
of celebrities in their marketing campaigns by evaluating their
awareness, appeal, and relevance to a brand's image and the
celebrity's influence on consumer buying behavior.
 Authoritative
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where it is argued that a statement is correct because the
statement is made by a person or source that is commonly
regarded as authoritative. The most general structure of this
argument is.
Source A Says P , A is authority so P is true
Ad Through Story
Con…
 Demonstration
 Fantasy
 Informative
AD Appeal
 The message content refers to what the advertiser has
to say to the target audience that will produce the
desired response.
 We have mentioned that the advertising message
should appeal directly or indirectly.
Types of Appeal
 Rational Appeal
 These appeal are those directed at the thinking process
of the audience.
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High quality
Low price
Long life
Performance
Ease of use
Resale value ,
Emotional appeal
 Emotional Appeal
 Which are not preceded by careful analysis of the pros
and cons of making a buying.
 Fear
 Trust reliability
 Friendship
 Happiness
 Security
 Anger
 Personal-care etc.
 Prestige
Moral Appeal
 Moral appeal are those appeal to the audience that
appeal to their sense of right and wrong.
 Social cause
 Adult literacy
 Anti smuggling
 Consumer protection
 Equal right for women
 Social responsibility
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Scarcity appeal
Scarcity appeal are urge consumer to buy a paricular
product because of a limitation.
limited No. of product
product for limited time
limited price discount
As there is a limitation the value of the product
increases.
Structure of an Advertisement
 The promise of a benefit, or he headline
 The spelling out of the promise, subheads
 Amplification
 Proof of the claim
 Action to take
Selling Proposition(USP)
 USP makes the consumer identify the brand with a
particular benefit.
 USP is the creation of distinct brand position in the
mind of customer.
 Product differentiator becomes the Brand
differentiator.
 Each AD must make a proposition to the customer.
The benefits must be conveyed.
 The competitors should not have made that promise or
proposition.
Cultural impact on AD creativity
 Ethics
 Standard or moral values which dictate what is right and
what is wrong, or good or bad which are
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Culturally –based and formed based upon society expectation.
Vary by person, and by situation
Every one develops their own “code of conduct”
Advertising Ethics
 Puffery , refers to exaggerated claims of a product’s superiority
Vague statements
 Deception, is when the consumer is led to belief something
which is no true