File

COPYWRITING

T.Y.B.M.M. – Sem V

By Atif Shaikh

COPYWRITING – T.Y.B.M.M.

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WHAT IS ADVERTISING?

In the good old days, much before the advent of radio, television or internet, ‘Advertising’ was defined as ‘salesmanship in print’. Advertising has evolved since then … and how!

Today, print is just one of the various mediums used to advertise a brand. While the above definition may seem too archaic, part of it, which emphasizes the ‘salesmanship’ aspect, still holds true. After all, the main objective – or you could even say, the sole objective – of advertising can still be summed up in two words – ‘to sell’. Now, it may be to sell a product

(like car, soap, shampoo, noodles, etc.) or a service (like couriers, airlines, classes, etc) or an

idea (like Lead India Movement, Donate Blood, Family Planning, Vote for XYZ candidate/party, etc.)

So, whether it is through print, television, radio, outdoors, direct mailers, e-mailers or ambient media, the main objective of all advertising is ‘to sell’.

Hence, advertising can now be defined as ‘a form of mass communication used to persuade an audience (viewers, readers or listeners) to buy a particular product, service or idea. If

‘persuasion’ or ‘sale’ doesn’t happen, then copywriting has not done its job.

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“Advertising is salesmanship mass produced. No one would bother to use advertising if he could talk to all his prospects face-to-face. But he can't.”

– Morris Hite.

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THE STRUCTURE OF AN AD AGENCY:

There are 6 specialised departments in an advertising agency, apart from the HR, and Finance

Departments

1.

Client Servicing

2.

3.

4.

5.

6.

Account Planning

Media Planning

Creative Department

Studio

Production

CLIENT SERVICING

The Client Servicing Department is essentially the link between the client and the agency.

The Client Servicing Executive (also known as an ‘Account Executive’) is the face of the agency and represents the ad agency as the single point of contact for the client. It is the

Client Servicing Executive who first gets the ‘brief’ from the client, and then, acting as the common link between all the other departments, ensures that the team produces an ad/ ad campaign according to the given brief. Again, it is the Client Servicing Executive who gets the ad campaign, the media plan, budgets, etc approved from the client. This job requires high level of patience, diplomacy and tact as misunderstanding may lead to loss of an account.

*also read ‘Creative Brief’

ACCOUNT PLANNING

The Account Planning Department is responsible for doing a realistic SWOT (Strengths,

Weaknesses, Opportunities & Threats) Analysis of the given brand and its competitors. For this, if required, they also conduct a research among consumers and prospects with a view to get important consumer insights * which may help in the creation of the campaign.

*also read ‘Importance of Consumer Insights’ and ‘How to develop an ear for consumer’.

MEDIA DEPARTMENT

The responsibility of the agency’s media department is to develop a media plan to reach the target audience effectively and in a cost-effective manner. This is one of the most important decisions, since a significantly large part of the client’s money is spent on the media time and/or space.


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CREATIVE DEPARTMENT

To a large extent, the success of an ad agency depends upon the Creative Department, which is responsible for the creation and execution of ad campaigns. The Creative Department is headed by the Creative Director and is bifurcated into two departments – Copy and Art.

The Copy Department is headed by the Copy Supervisor with a team of Senior And Junior

Copywriters and Proof Readers reporting to him. The Art Department is headed by the

Senior Art Director with a team of Junior Art Directors Visualizers & Graphic Designers, reporting to him.

The Copy Supervisor and Art Director, in turn, report to the Creative Director.

STUDIO

After an ad campaign is approved, the files are sent to the Studio where a team of graphic designers and touch-up artists make the final artwork.

PRODUCTION DEPARTMENT

The Production Department is responsible for hiring models, photographers, printers, translators, stall designers and fabricators and other outside vendores required to execute the finished campaign.

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WHAT IS COPYWRITING?

Copywriting is a form of creative writing, wherein the writer weaves words to express the benefits of a product, service or idea in such a way as to entice the reader, viewer or listener

‘to buy’ it.

However, it should be noted that while ‘copywriting’ is about ‘creative writing’, it’s not just about writing, but about ‘ideating’. Because an ad is more about the ‘idea’, than the ‘words’ used to express the same. Also, many times, the copywriter also comes up with visual ideas

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“Good advertising does not just circulate information.

It penetrates the public mind with desires and belief.” – Leo Burnett.

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Copywriters are a completely different breed compared to other writers, because the ‘copy’ they write is not an end in itself. Unlike writing a novel, film, poem, lyrics, article or a blog, copy written for a brand is not meant to entertain, tell a story or report news. Though advertising copy also starts out with the same goals as the other forms of writing i.e. to grab and hold people’s attention; the main difference lies in the final goal of advertising copy – i.e. to ‘persuade’ and finally, ‘to sell’ a product (like car, soap, shampoo, noodles, etc.), a

service (couriers, airline, classes, etc) or an idea (Lead India Movement, Donate blood,

Family planning, vote for XYZ party, etc.) to the target audience. If ‘persuasion’ or ‘sale’ doesn’t happen, then copywriting has not done its job.

In short, copywriting is all about combining the power of imagination with the power of

words to produce communication that is powerful enough to convince the reader, viewer or listener to buy a product, service or idea.

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WHO IS A COPYWRITER? EXPLAIN HIS ROLE / RESPONSIBILITY.

A copywriter is a creative writer who weaves words to express the benefits of a product, service or idea in such a way as to entice and persuade the reader, viewer or listener to buy it.

The copywriter arguably plays the most important role in the creative department of an ad agency. It is the copywriter who writes the tagline that not only captures the essence of a brand, but also becomes the plank on which the entire ad campaign for the brand is based.

Creative slogans and jingles on which entire campaign ideas have been based like

‘Youngistan ka wow!’ (PEPSI), ‘Darr ke aagey jeet hain!’ (MOUNTAIN DEW), ‘Hum mein hain hero!’ (Hero Motocorp Ltd.) and ‘Har ek friend zaroori hota hain!’ (Airtel) have been written by copywriters. The copywriter is responsible not just for writing slogans or taglines, but to ideate and write for a host of things including:

 Copy (Headline, sub-headline, body copy & captions) for Print Ads, Hoardings,

Posters, etc.

 Scripts & jingles for radio spots & TVCs (Television commercials)

 Copy for brochures, leaflets, etc.

 Copy for BTL promotions, including emailers, direct mailers, etc.

 Copy for websites, etc.

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“A copywriter, like a lawyer, builds cases for clients by selecting truths (about the brand) that are positive and omitting the ones that are negative.” – Paul Silverman.

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Copywriters are a completely different breed than most writers because the copy they write is not an end in itself. Unlike writing a novel, film, lyrics, article or a blog, copy written for an ad is not meant to entertain, tell a story or report news. Though advertising copy also starts out with the same goals as other forms of writing i.e. to grab and hold people’s attention; the main difference lies in the final goal of copy – i.e. to ‘persuade’ and finally, ‘to sell’ a

product (like car, soap, shampoo, noodles, etc.), a service (couriers, airline, classes, etc) or

an idea (Lead India Movement, Donate blood, Family planning, vote for XYZ party, etc.). If

‘persuasion’ or ‘sale’ doesn’t happen, then copywriting has not done its job.

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ATTRIBUTES / TRAITS OF A GOOD COPYWRITER

Copywriting is all about combining the ‘power of imagination’ and the ‘power of words’ to produce communication that is ‘powerful’ enough to convince the reader, viewer or listener to buy a product, service or idea.

Since copywriting is essentially about ‘creative writing’, the two essential qualities of a good copywriter are:

1.

CREATIVITY: A copywriter has to be creative enough to able to see things from different perspectives and come up with fresh, original ideas that no other brand has done before, especially rival brands in the same category.

2.

FLAIR FOR WRITING: A copywriter should have a flair for writing. He should be comfortable writing both long and short copy.

3.

GOOD COMMAND OVER LANGUAGE(S): A copywriter has to have a good command over the language, especially English and Hindi with a vast vocabulary, impeccable grammar and spellings. Knowledge of regional languages, dialects and lingos may be an added advantage.

4.

GOOD LEVEL OF UNDERSTANDING: A copywriter must be able to comprehend things – especially new subjects quickly and thoroughly. The quality of ads depends much on the understanding of the product and the ‘brief’.

5.

VERSATILITY: A copywriter has to be versatile. He should be equally comfortable writing creative scripts and jingles for TVCs & radio spots; short, smart copy for print ads, hoardings, posters and long, informative copy for brochures, leaflets, website, etc.

6.

EYE FOR DETAIL: A copywriter should be sharp enough to spot copy errors. There should be no spelling or grammatical errors in the copy.

7.

GOOD SENSE OF HUMOUR: The role of humour in advertising can never be overstated.

But, to be able to write humorous ads or TVCs, the copywriter himself should have a good sense of humour.

8.

A WEALTH OF KNOWLEDGE, EXPERIENCES AND OBSERVATIONS: Ideas come from one’s own reservoir of knowledge, experiences and observations. Eg. for Vodafone, the idea of associating the line “Wherever you go our network follows” with a child and a pug-dog,


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came from the observation that a pet dog always follows his master, wherever he goes.

The more additions a copywriter makes to his wealth of knowledge, experiences and observations about different situations, people, places, things and relationships, the easier it gets for him to come up with that big idea. Hence, a good copywriter should be a voracious reader, an avid traveler, a film buff, a music lover, a sports freak and should have many hobbies and interests.

9.

Inquisitive and curious about things: A copywriter should be inquisitive about the brands he is asked to work on. He should ask many questions to be in a position to know the whats, hows, whys and wheres of the product or service. As Einstein once said, “To raise new questions, new possibilities, to regard old problems from a new angle requires creative

imagination.”

10.

Team man: They say, a writer’s job is a lonely man’s job, but a copywriter’s job isn’t. At some point of time, the copywriter has to share his ideas with his art partner who will after all give shape to the idea in terms of a layout. Then, he has to share the idea with the

Creative Director, then the Client Servicing Team and finally with the client.

11.

Time management: Advertising is all about coming up with good ideas in good time.

Along with his art partner, he should be able to come up with great ads or campaigns within the given deadline.

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PRINCIPLES OF COPYWRITING

1. Say something different OR say the same thing differently.

Today, every space a brand occupies is cluttered – whether it is ‘shelf space’, ‘media space’ or the ‘consumer’s mind’. There are 2 ways to make a brand stand out in the clutter.

(i) Say something different: Highlight the USP of the brand. Example: Tata Docomo’s campaign highlighted a unique offering – ‘Per Second Billing’, something that no other brand was offering at that time.

(ii) For a brand with no functional difference, say the same thing differently. Example:

Vodafone highlighted its powerful network by showing a pug-dog that followed its master – a boy – wherever he went.

2. Use interesting, attention-getting headlines

If the headline isn’t interesting, it doesn’t matter what the body copy says. It is only when a reader finds the headline of an ad interesting that he goes on to read the sub-headline, followed by the body copy.

3. Use the KISS (Keep It Simple, Silly!) formula:

Keep your copy simple and clear. Use simple, lucid language that your target audience can easily understand. Don't leave your reader second-guessing your copy.

4. Focus on the reader, not the product

Answer the consumer’s question ‘What’s In It For Me?’ not by boasting about the product, but by highlighting how it could make the consumer’s life better. Pepper your copy with facts about the brand, but let the focus be on the reader, not on the product or service. Use personal pronouns like ‘you’, ‘we’ and ‘us’ to add a sense of warmth to your copy.

5. Target only your ‘Target Group’, not everyone

The more focused your target group, the better your chances of meeting their needs and convincing them. Don't try to sell to everyone!

6. Use the "That's Right!" Principle

Get your target audience to agree with you. Tell them something they know already. Get them to say to themselves, "That's Right!" Example: A print ad for Tropicana Juice says –

“Your daily schedule leaves you exhausted. Well, “that’s right!”

7. Move Quickly from Intro to the Pitch:


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Don't waste your reader's time trying to "warm them up". People are busy creatures. If they lose interest, you lose a prospective customer.

8. Be Sincere:

The more sincere you are, the better your chance of building a ‘selling’ relationship.

Example: The sincerity and genuineness of Air Sahara comes across in the ad that says – As hard as we may try at this time of the year, there are chances of flight delays due to weather conditions. Every step is taken to help passengers get to their destinations on time. To make this process easier, we need your help too.

9. Don't Contradict Yourself:

Double-check your copy. You might unknowingly contradict yourself, leaving the reader suspicious, thereby destroying the credibility of the message.

10. Make Your Product Irresistible

Dress it up. Make it sound like the cream of the crop. Make it impossible for the reader to even consider any other brand.

13. Flattery will get you everywhere

Yes, everyone likes to hear a little flattery. The keyword here is ‘little’. Don't overdo it!

Example: The tagline for Loreal says, “Because you’re worth it.”

14. Be Personable

Let them know that there is a kind, honest and real person behind the page. People would rather deal with people, not companies, corporations or conglomerates. Add the ‘Human

Touch’ to your copy.

15. Give a guarantee or challenge!

A guarantee or challenge says a lot about your own conviction about your brand.

Example: In the Vim Bar TVC, the anchor says, “if you find a detergent better than Vim Bar, we’ll give you a year’s supply of your detergent free!” This guarantee lends credibility to the offering and induces the viewer to act.

17. Check Your Grammar and Spellings

Always proof-check your copy. Grammatical errors and misspelled words create a bad impression about the brand.

18. Use Photos to Demonstrate:

If used correctly a picture really is worth a thousand words. Example: Ads for cosmetics generally use photographs to demonstrate the benefits of using the product – smooth skin, fairness, etc.


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19. Offer Testimonials

Offer short, reputable testimonials. People want to hear what other consumers or celebrities have to say about a product or service. Example: Aishwarya Rai offers testimonial for Loreal

Hair color.

20. Create an Unforgettable Slogan

Use a short, easy to remember slogan that a reader will walk away with on his or her lips.

Tata Sky

Pepsi

Mountain Dew

– Isko laga daalaa toh life jinga-la-la.

– Youngistan Ka Wow!, Change the game

– Darr ke aagey jeet hain!

21. Get a response

Give your readers an incentive – a bonus or freebie – to respond to the ad immediately.

Example: Special 10% discount for the first 100 customers only. Hurry!

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CREATIVE BRIEF

Creative Brief is a document that contains all the information required by the advertising agency (mainly by the creative team designated to work on the brand) to create effective advertising for the given brand. It is the job of the Client Servicing Executive to get the brief



 from the client and then brief the same to the creative & media planning teams for creating and releasing the ad campaign.

Broadly, the following information is required:

The Company

The Product

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The Competition

The Consumer

The Marketing & Advertising Objectives

THE COMPANY:

The company’s history, background, culture, philosophy and vision.

It’s product range (bouquet of brands)

It’s Sales & Service Network

 Collaborations, diversification, if any

THE PRODUCT:

 The USP (Unique Selling Proposition)

 The features (The 5 senses):

 what it looks like (Example for a car: size, shape, colour, etc)

 what it smells like (Example: deos, shampoos, soaps, etc.)

 what it tastes like (Example: pickle, papad, jam, etc)

 what it sounds like (Example: home theatre, car audio system)

 what it feels like (Example: lycra, stretchable jeans, etc)

 The ingredients/technology used (Example: Soul Pickles, made with Olive Oil…

Hyundai 1-10 Kappa: With Kappa engine

 The price (this could be the most important factor for impulse buyers or bargain

hunters)

 The packaging (Example: 100ml bottle, 50ml bottle, 5ml sachets, etc.)

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THE OBJECTIVE:

To launch a new brand / Re-launch an existing brand

Penetrate new markets


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 Change consumer attitudes/perceptions (eg. Cadbury’s ad campaign clearing

the air around the ‘worm controversy’)

Promote brand / service awareness (eg. Polio vaccination)

Increase footfalls or sales

THE COMPETITION:

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Primary & Secondary Competition

Unbranded Competition & Substitutes

Their respective market shares, strengths & weaknesses

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Their perceptions in the consumers’ minds

Their brand communication – What are they saying?

THE TARGET GROUP:

Demographics (age, sex, income, territory)

Psychographics (culture, mindset, attitudes)

Perceptions / attitude towards the brand vis-à-vis rival brands

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The client tells the ad agency WHAT to say.

The ad agency, in turn, shows the client HOW to say it… differently and memorably!

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SAMPLE CREATIVE BRIEF

Client

Brand

: Tata Motors

: Tata Indica (Diesel)

Briefed by : _________________________________ (Name of the Client Servicing Executive)

Briefed to : _________________________________ (Name of the Copywriters on the account)

_________________________________ (Name of the Art Director on the account)

Date : _________________________________

The Background :

Tata Indica Diesel is one of the most successful models from Tata Motors – one of India’s largest automobile companies belonging to the Tata Group. It is India’s first indigenously built car that has seen many improvements in the last 10 years of its existence. Today, it is one of the sturdiest hatchbacks and the diesel variant is the most fuel-efficient hatchback in the Indian car market.

THE OBJECTIVE: Why are we communicating?

To spread awareness of the fact that Tata Indica’s diesel variant is India’s most fuel efficient car that gives a mileage of 25 kms/litre.

THE TARGET GROUP To whom are we communicating? What is our insight about the

customer?

Mr. Rajeev Prabhu, staying in Thane takes the ‘train and bus’ route on weekdays to commute to his office at Bandra Kurla Complex. He wants to buy a car and can easily afford to buy one with a down payment up to Rs. 50,000 and can also pay an EMI for the car up to Rs. 6,000 every month, but his main deterrent is the ever-rising petrol prices, given the long distance he has to travel.

THE COMPETITION: Who are we competing against?

Maruti Alto, Maruti Wagon R, Maruti Zen Estilo, Chevrolet Spark, Hyundai 1-10, Nissan Micra and other entry level hatchbacks.

THE USP: What is ‘the one thing’ we want people to take away?

At 25 kms/litre, Tata Indica Diesel is India’s most fuel efficient car.

THE DELIVERABLES: Media Plan?

3 ad- print campaign, outdoors, bus shelters, 30-seconder radio spots and 30-seconder TVCs

Campaign Launch Date: ________________________

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THE JOURNEY OF A BRIEF / THE APPROVAL PROCESS OF AN AD

Stage 1: The brand manager or a representative of the client calls an ad agency or multiple agencies for a ‘pitch’.

Stage 2: The brand manager or the client’s representative gives the ‘brief’ to the Client

Servicing Team of the agency.

Stage 3: The Client Servicing Team shares the brief with the Account Planning Department that does a realistic SWOT analysis of the brand and its competitors and also conducts a preliminary research to find out the consumer’s perspective about the brand and its rivals.

The research may also throw up key consumer insights around which the campaign can be based.

Stage 4: This brief is then broken down into creative and media briefs.

Stage 5: The creative brief is given to the creative team, comprising the Creative Director, the Copywriter and the Art Director. The Copywriter and Art Director work in conjunction to create an ad campaign and present it to the Creative Director for his approval.

Stage 6: After the Creative Director’s nod, the campaign is shown to the Client Servicing and

Account Planning teams. They analyze whether the campaign is as per the client’s brief budget. Changes, if any, are communicated to the Creative Department

Stage 7: After the changes suggested by the Account Planning and Client Servicing teams are incorporated, the ad is finally presented to the client for his approval.

Stage 8: After incorporating the client’s suggestions, the creative team effects the given changes suggested and the ad is again sent to the client for his final approval. After the final approval, the ad goes to the Studio/Production Department for the final artwork.

Stage 9: The final artwork is handed over or mailed to the Media Department, which forwards it to the publication, radio station or television channel for release.

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THE DIFFERENCE BETWEEN ‘AGENCY BRIEF’ AND ‘CREATIVE BRIEF’

When the client briefs the Client Servicing Team of the agency, he shares all possible information about the company, its vision and mission, its sales/service network in India and abroad, its staff strength, its product range, its manufacturing units, the technology and processes they use, its marketing objectives, etc. Based on the inputs by the client, the Client

Servicing Team makes the ‘Agency Brief’ that contains all the information shared by the

client.

Now, all this information may not be required by the Creative Team to devise an ad campaign. So, the client servicing team, after taking vital inputs (like SWOT analysis of the brand and the competitors, consumer’s perspective about the brand, etc) from the Account

Planning team, converts the ‘Agency Brief’ into the ‘Creative Brief’, which is a more concise, to-the-point version of the ‘Agency Brief’.

The ‘Creative Brief’ contains all the information required by the Creative Team to

create a campaign for the client like information about the product, the competition, the consumers and the marketing & advertising objectives.

The ‘Creative Brief’ also spells out the list of deliverables as required by the client example

– 3 print Ads, 3 Outdoors, 1 TVC, 3 radio spots, etc.

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WHAT IS A CREATIVE STRATEGY STATEMENT?

A creative strategy answers the questions ‘What, Who, How, Where, When and Why’ of the campaign before actually starting to work on the campaign.

The components of a creative strategy statement are:

1.

WHAT is the purpose of the ad?

What do you want the consumers to do – visit the store, check out the new range of products, buy the product, order the product over the phone or vote for XYZ?

2.

WHO is the Target Audience?

Define your Target Audience in terms of both demographics & psychographics.

3.

HOW will it benefit the consumer?

What is the Product Benefit to the consumers that will make them take the desired action?

4.

HOW is the above claim or benefit supported?

Prove the benefit or claim by supporting it with research, testimonials, facts & figures.

5.

WHEN, HOW, WHAT WHERE, will the message be delivered?

When will the campaign be launched? How long will the campaign run? What media

vehicles will be used? Which parts of the country?

6.

WHAT is the Key Insight

Often there is a central fact, a human (consumer) insight that can go a long way in making the strategy effective.

Example of Creative Strategy Statement: Next page 


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EXAMPLE – CREATIVE STRATEGY STATEMENT FOR MARUTI SUZUKI:

OBJECTIVE OF THE AD

To make the target audience prefer a Maruti Suzuki car over all the options, by emphasizing the benefits of owning a Maruti Suzuki car.

TARGET AUDIENCE

Men and women, aged 18 to 45, planning to buy a car, especially a hatchback car (since

Maruti is more popular for its hatchbacks – Alto, Wagon-R, Ritz & Swift – rather than sedans.)

PRODUCT BENEFIT OR CLAIM

If it is a car one wants to buy, Maruti Suzuki is the best choice!

SUPPORT FOR THE CLAIM

Only Maruti Suzuki offers • Affordable cars in each category • Fuel-efficient cars • Largest

Network of Service Centres • Easy availability of spare parts that are economically priced •

High Resale value

MEDIA

A multimedia campaign involving print, television, radio & OOH (Out of home).

KEY INSIGHT

In times of inflation, petrol prices are high, interest rate on car loans is also high, plus the world economy faces the threat of recession again. Every single penny at such a time counts.

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ATL, BTL and TTL

‘Above The Line’ (ATL), ‘Below The line’ (BTL), and ‘Through The Line’ (TTL), are three different approaches of marketing communication that companies adopt for their brand communication, depending on the nature of the brand, the target group, the budget, etc.

‘Above The Line’ (ATL) refers to a brand’s communication via mass mediums such as Print

(Newspapers & Magazines), Television, Radio, Cinema and Outdoors, where the message goes out to millions of people. (Example: Shoppers Stop OR Jet Airways running a campaign in Newspapers/magazines/Outdoors and Television)

‘Below The Line’ (BTL ) refers to a brand’s communication that instead of taking the mass medium route are more direct and personalized – like Direct mailers, E-mailers, Flyers, Road

Shows, In- Shop/Mall Activities, etc. BTL helps marketers establish one-to-one relationship with consumers. (Example: Shoppers Stop sending Direct Mailers / E-mailers to their ‘First

Citizens’ Club members’ OR Jet Airways sending Direct Mailers / E-mailers to their

‘Frequent Flyers’ OR dds)

Needless to say, while the reach of ATL communication is high, it is costly. BTL, on the other hand, is cost-effective, though its reach is limited. The results of ATL are difficult to measure, while BTL promotions are highly measurable, giving marketers valuable insights into their returns-on-investment. Besides, BTL communication gives marketers the ability to tailor their message in a more personalized manner to the target audience.

"Through the line" (TTL) refers to an ‘Integrated Communication Approach’ involving both ATL (‘Above The Line) as well as BTL (Below The Line) communications. The TTL approach allows brands to engage with a customer at multiple points (for example, the customer will see the television commercial, hear the radio advert and be handed a flyer at a mall or outside a railway station). This enables an integrated communications approach where consistent messaging across multiple media helps create a desirable customer perception.

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TYPES OF ADVERTISING

Advertising can be broadly classified into 2 categories viz. B2B Advertising & B2C

Advertising.

B2B ADVERTISING:

When the advertising of one ‘B’usiness is targeted at other ‘B’usinesses, rather than to the

‘End Consumers’, it is referred to as B2B (i.e. Business to business) Advertising.

B2B Ads may be further classified into:

 Industrial Advertising: Industrial Advertising involves advertising ‘industrial’ or

‘intermediate’ goods /services (like gears, batteries, microprocessors, etc) that are used in the production of ‘finished goods’ (like cars, watches, laptops, etc.)

Example: When a gear manufacturing company like Elecon Engineering advertises its range of gears in industrial magazines catering to particular industries like , it is called

B2B advertising.

 Trade Advertising: Trade Advertising is targeted at members of trade like distributors, wholesalers, retailers, franchisees, brokers who buy the advertised product, service or idea for resale to consumers.

Example: When Maruti Suzuki advertises its business model to enterprising individuals, inviting them to become franchisees / dealers of Maruti Suzuki cars, it is called Trade Advertising.

 Professional Advertising: Professional Advertising is advertising which is directed at members of a particular profession who might use or recommend the advertised product.

Example: Advertising by regulatory bodies like ASCI (Advertising Standards Council of

India), Bar Council of India, ICAI (Institute of Chartered Accountant of India) addressing professionals of the respective industries is called ‘Professional

Advertising’.

 Agricultural Advertising:

Agricultural Advertising is any advertising directed at farmers as customers of various products like fertilizers, insecticides, irrigation services or water treatment plant, etc.

Example: When ‘Excel Crop Care’ advertises its range of insecticides and fertilizers to farmers, it is called ‘Agricultural Advertising’.


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B2C ADVERTISING:

When the advertising of a ‘B’usiness is targeted at the end ‘C’onsumers, it is referred to as a

B2C (‘B’usiness to ‘C’onsumer) Advertising. B2C Ads may be for any end product –Consumer durables (eg. car, washing machine, LCD, etc) or Consumer Perishables – also called FMCG i.e. fast-moving-consumer-goods (eg. noodles, soaps, soft drinks, etc.)

Example:

When Tata Sky says ‘Isko laga dala, toh life jinga lala’ to end consumers, it is ‘B2C

Advertising’.

CORPORATE / INSTITUTIONAL ADVERTISING:

Advertising by a company, not with the aim of selling its products or services, but to create a goodwill or favourable image for itself in the minds of its consumers, shareholders, business associates and the public at large, is referred to as ‘Corporate Advertising’, also called

‘Institutional Advertising’.

Here, the focus is on the mother brand – eg. Maruti Suzuki – and the entire bouquet of products under its umbrella and not on the individual sub brands – eg. Alto, Wagon-R, Estilo, etc).

A corporate campaign highlights what the mother brand stands for – the values, beliefs, core benefits and /or strengths of the company that runs across the organization and/or its product range.

Example: A corporate ad for Maruti would seek to highlight the fact that that no matter which particular car (sub brand) of Maruti you buy, you would get;

• A wide range of cars to choose from – one for every strata of the society, one for every member of your family (‘India comes home in a Maruti’)

• High fuel-efficiency (‘Papa, kee kara? … Petrol khatam hi nahi honda!’ OR the more recent ‘Kitna deti hain? Campaign’ that ends with the line, ‘For a country obsessed with

mileage, Maruti Suzuki makes India’s most fuel-efficient cars’)

• A widespread pan-India service network (‘Jaayengey aap jahaan, paayengey

Maruti Suzuki Service Station wahaan!’)

Example 2: Another good example is that of Amway, where the broader message (i.e. what the mother brand ‘AMWAY’ stands for) is highlighted, not the individual sub brands of

AMWAY – under the tagline ‘We’re listening’. Amway wants to say that ‘we understand you and your needs and design our products to suit your needs.


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A company may also release a Corporate Ad with the sole motive of building goodwill by highlighting one or more of the in-house or CSR activities it has undertaken.



Examples:

 Tata Steel – Values stronger than steel.

Mahindra - Rise.

FINANCIAL ADVERTISING

Advertising done by financial institutions like banks or non-banking financial institutions

(like insurance companies, mutual fund houses, share broking firms, gold finance companies, etc) – to promote its array of financial products or services like fixed deposit schemes, savings or current account, home loan, car loan, personal loan, life and non-life insurance policies, mutual fund schemes, gold loan, etc either to customers or investors is called ‘Financial Advertising’.

The RBI (Reserve Bank of India), IRDA (Insurance Regulatory & Development Authority) or the Securities and Exchange Board of India (SEBI) have enforced strict legal regulations with regard to promotional advertising of public offerings of financial instruments. Hence, financial ads are required to carry disclaimers which are mandatory.

Examples:

 ‘Mutual Fund Investments are subject to market risks. Please read the Scheme

Information Document carefully before investing.’

 Insurance is the subject matter of solicitation.’

PUBLIC SERVICE ADS:

Advertising done with a central focus on public welfare is termed as ‘Public-service advertising’. Its objective is to raise awareness about a particular cause, issue, service or institution and persuade the audience to take a specific action or adopt a favourable action or view towards the same.

Examples:







Do boondh zindagi ke – Polio vaccination drive.

Don’t drink and drive.

Hum do, hamaarey do – Family Planning

It is generally sponsored by government agencies, non-profit organizations, religious organizations, trade associations, political groups or even commercial organizations trying to build or enhance its goodwill with a line ‘Issued in public interest by XYZ Ltd’.


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PUBLIC ISSUE ADVERTISING

When a company releases an ad campaign, informing financial institutions and retail investors in particular, and people at large, about its plans to raise capital via a ‘Public issue’ of shares, debentures or Fixed Deposits, such campaigns are called ‘Public Issue’

Campaigns…

POLITICAL ADVERTISING:

Political advertising is a form of advertising used by political candidates to reach and influence voters. It can include several different mediums – like newspapers, radio commercials, television commercials, etc – and may span several months over the course of a political campaign. For example, the theme for Barack Obama’s campaign was, “Yes, We

Can!” Closer home, the Congress released an ad campaign based on the tagline, “Vote for progress. Vote for Congress.”

PROMOTIONAL ADS

Advertising by a brand to promote its special offers designed to boost short-term sales…

Example:

 Buy 1, Get 1 Free!





50% Flat discount

Book a Ticket, Win a Trip to Goa!

DIRECT RESPONSE ADS

Ads that are designed to measure response from the reader or viewer…

Eg. Fill this coupon and mail it to … for a free booklet on diabetes health care.

Eg. To avail inaugural discount of Rs. 1000 per sq ft., SMS ‘HOME’ to 57575


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ADVERTORIAL

An advertorial is an advertisement written and designed in the form of an editorial i.e. like a news story or an article. The term ‘adver’-‘torial’ is a portmanteau of ‘adver’tisement and edi‘torial’. Advertorials are generally used to launch new products or techniques – for example, a new form of laser surgery.

An advertorial has to mandatorily have the word "ADVERTISEMENT" or its abbreviation

‘ADVT’ somewhere in the layout. This is to safeguard the interest of the publication. By insisting on this, the publication makes sure that readers don’t assume that the publication supports or endorses the brand being advertised via the advertorial.

Advertorials are seen in many women’s magazines like Femina and lifestyle magazines (like

Cosmopolitan, Reader’s Digest) and supplements like Bombay Times. Advertorials may also feature in a separate supplement or space within a newspaper or magazine released as a

"special promotional feature". Some publications may not accept advertisements that look exactly like stories from the newspaper or magazine they are appearing in.

Does the advertiser (client) have to pay for placing an advertorial in a publication?

Of course, the advertiser has to pay for placing an advertorial, because at the end of the day, it is still an ‘ad’ and not pure ‘editorial’.

INFOMERCIAL

The word ‘infomercial’ is a combination of the words ‘info-rmation’ and ‘commercial’.

Infomercials, as the name suggests, are long-format informative TVCs (television commercials) that run as long as a typical television program (15 to 30 minutes).

Infomercials, also known as teleshopping (or paid programming), are normally shown outside of peak hours, such as late at night or early in the morning.

Infomercials are often made to closely resemble actual television programming, usually talk shows, with minimalacknowledgement that the program is actually an advertisement.

Infomercials are designed to solicit a direct response, which is specific and quantifiable, and are, therefore, a form of direct response marketing (not to be confused with direct marketing).

The ad response is delivered directly to television viewers by infomercial advertisers through the television ad. In normal commercials, advertisers do not solicit a direct response from viewers, but, instead, brand their product in the market place amongst potential buyers.

Infomercial advertisers may employ scientist-like characters or celebrities as guests or hosts in their ad. Because of the sometimes sensational nature of the ad form, consumer advocates


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recommend careful investigation of the claims made within any infomercial ad and investigation of the company sponsoring the subject product of the infomercial before purchasing the featured product or products. Infomercials are for the largest part shown late night to early morning between 2:00am and 6:00am.

CLASSIFIED ADS:

Classified ads are print ads that appear in a separate ‘Classifieds’ section in newspapers & magazines. These ads are grouped under separate headings ‘classifying’ the product or service being offered. For instance: Job opportunities –

Situations Vacant/Wanted, Property – for

Sale/Purchase/Rent, Secondhand cars, etc.

Classified ads are usually text-only ads with only a brief description of the item advertised followed by the contact information of the advertiser. There are black & white ads with no pictures or graphics.

Example:

 Hyundai Santro Xing, 2005 model, white colour, 25,000 kms, Price: Rs. 2 lacs. Not negotiable. Call Subodh: 9820229955).

 1 BHK fully-furnished terrace flat in Yari Road, Andheri West. 625 Sq. ft. 90 lacs.

Genuine buyers may call Mrs. Sanjana Kapoor on 9850555577. Brokers, please excuse.

Classified ads are the cheapest form of Print Ads and are hence mostly used by individuals or small or medium sized organizations to buy/sell/rent one item or a limited number of items.

Printed classified ads are typically just a few column lines in length, and they are often filled with abbreviations to save space and money.

DISPLAY ADS:

Display Ads are regular print ads with absolutely no restrictions on the size, content, design or placement. The only thing that may restrict the above factors is the budget. They may be in colour or black-&-white formats and may contain anything – text, visuals, logos, background colours, etc. Unlike Classified Ads which appear under a separate ‘Classifieds’ section, Display Ads may appear anywhere in a newspaper or magazine, depending on the


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budget. Needless to add, Display ads are more expensive than Classified Ads and are hence meant for big budget clients for promotion of their goods, services or ideas.

Unlike ‘Classified Ads’, Display Ads can span across multiple columns - and can even cover full page, half page, quarter page or other customised sizes – like 80cc (column centimeters),

100 cc or 400 sqc (square centimeters). Again, unlike ‘Classified Ads’, Display ads are not limited by the number of characters.

CLASSIFIED DISPLAY ADS

Classified Display Ad

Classified Display Ad is a hybrid of the two forms of ads viz. ‘Classified

Ads’ and ‘Display Ads’. These ads are designed like regular Display Ads with colours, graphics and detail, but are placed in the ‘Classified Sections’ of newspapers or magazines,.

Of course, the cost and effectiveness of

‘Classified Display Ads’ are higher than that of ‘Classified Ads’, but lower than ‘Display Ads’

Classified Ads

TEASER ADS

A series of ads that are designed to ‘tease’ the minds of the target audience by arousing their curiosity, without giving away the main message or even the brand behind the message. The message is revealed in stages…

Example:

Stage 1 – Teaser: ‘Kahi aap bhi K.I.L.B. ke shikar toh nahi?’

Stage 2 – Revealer: Agar aap ko bhi hai K.I.L.B. (Kum Insurance lene ki bimari), call Aegon

Religare.


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Example 2:

Stage 1 – Teaser: “Chotu kya banega?”

Stage 2 – Revealer: Ab Chotu jo chahega voh banega. Presenting Systematic Investment

Plans from Kotak Mahindra Bank.

What are the drawbacks of a teaser campaign?

1.

To start with, a teaser campaign costs more than a regular campaign. For one, the client has to buy extra media for the ‘teaser’ messages, without as much as having their logo on it.

2.

A teaser campaign may get hijacked by a rival brand. For example, Pantene Shampoo had released a teaser campaign with a headline… “A mystery shampoo!! 80%

women say is better than anything else.” Now, before they could release the second phase of the campaign, associating ‘Pantene’ with the teaser message, ‘Dove’ literally hijacked their campaign by releasing a campaign in which the headline said,

“There is no mystery. Dove is the No.1 Shampoo.”


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 If the teaser phase is stretched too far, the campaign could well become a case of

‘marketing overkill’. Like the ‘Digen Verma’ campaign by ‘Frooti’. Yes, it was successful in arousing the curiosity of people in the teaser phase. People actually started wondering ‘Who is Digen Verma?’ – a new VJ to be launched on some music channel? An actor about to be launched? Unfortunately, they stretched the teaser phase so much that people started losing interest in it, brushing it off as an ad gimmick. Finally, when it was actually revealed that it was a campaign by Frooti, many failed to see any relevance between the character and the brand.

DEMO (DEMONSTRATION) AD:

Demonstration advertising is designed to illustrate the key advantages of the product/ service by showing it in actual use or in some staged situation. Demonstration executions can be very effective in convincing consumers of a product’s utility or quality and of the benefits of owning or using the brand. TV is particularly well suited for demonstration executions, since the benefits a little less dramatic than TV demonstration ads can also work in print.

Examples:

Brands like Harpic, Fewikwik and M-Seal not only demonstrate the application of the product, but also highlight the effects of the product using a before and after approach.

TESTIMONIAL AD:

Ads presented by way of testimonials (wherein a person praises the product or service on the basis of his ‘personal experience’ with it), are called Testimonial Ads. Testimonial executions can either have celebrities or ordinary ‘satisfied customers’ discuss their own experiences with the brand and the benefits of using it.

The endorsement may be in the form of a statement or a letter. The individual may be a wellknown personality, like an actor or sportsman (eg. Tendulkar says “Boost is the secret of my energy”) , or a satisfied customer appearing as an impartial ‘person on the street’ (Example:

“I keep my home clean with Harpic. Do you?” OR “I lost 10 kgs in just 30 days, thanks to

VLCC.”

FEEL GOOD ADS:

Feel good" ads are those ads which do not have a specific call for a response: to buy something, to do something, to take action, or to vote. As this term is used here, "feel good ads" can describe the many different ads and sponsorships which generate good will, or create a feeling of warmth and pleasantness, so that we know and like the product or the company.


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Example: Vodafone Ads wherein the pug followed the boy wherever he went, with the beautiful jingle, “You and I in this beautiful world”… followed by the tagline, “Wherever you go, our network follows”.

AMBIENT ADVERTISING:

‘Ambient Advertising’ refers to the placement of ads, not in conventional mediums like Print,

TV, Radio or Outdoors, but in unusual and unexpected places such as the floors of malls, door handles of stores, toilet doors, trial rooms, shopping trolleys, hot air balloons, etc., often with unconventional methods (execution). The concept of ambient media evolved in the late 90s with the increasing requests from clients for ‘doing something different’ in their advertising.

Example:

 Message on benches in Joggers’ Park – Have a break, have a Kitkat!

 Message painted on Municipality Garbage Bins – “Please throw all old jokes here.

New Season of Comedy Circus is here!”

Unusual locations are considered a defining characteristic for Ambient advertising.

However, ‘unusual locations’ cease to be ‘unusual’ with repetition and time. So, if ‘unusual locations’ is a part of the definition of Ambient advertising then, what might be considered

Ambient one day, may not be considered so, the next day. For instance, while taxis, painted buses, rail tickets, shopping trolleys, hot air balloons, etc. may be theoretically considered as

‘Ambient media’, technically they are not, as they are no more unusual places in the real sense.

SURROGATE ADVERTISING – (Advertising Indirectly) :

Surrogate advertising is prominently seen in cases where advertising a particular product is banned by law. Advertisement for products like cigarettes or alcohol which are injurious to heath are prohibited by law in several countries and hence these companies have to come up with several other products that might have the same brand name and indirectly remind people of the cigarettes or beer of the same brand.

Example: Kingfisher, Bacardi and Bagpiper are promoted with the help of surrogate advertising under the guide of Kingfisher Mineral Water, Bacardi Blast Music CDs and

Bagpiper Soda respectively.

IN-STORE ADVERTISING

In-store advertising is any advertisement placed in a retail store. It includes placement of a product in visible locations in a store, such as at eye level, at the ends of aisles and near


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checkout counters (aka POP—Point Of Purchase display), eye-catching displays promoting a specific product, and advertisements in such places as shopping carts and in-store video displays.

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PHASES OF CAMPAIGN CREATION

1. Understanding the psychographics of target audience

UNDERSTANDING THE PSYCHOGRAPHICS OF TARGET AUDIENCE

‘Psychographics’ is a valuable marketing research tool that takes into account not just the demographics (age, sex, income, etc.) of the target audience, but also psychographic factors such as their lifestyle, behavior, interests and opinions to get to the root of the consumer’s purchasing behavior.

In other words, it is important to determine not only who buys your product, but what

makes them want to buy it. As much psychographic information is included in pscychograhic profiling as possible, such as what their spending patterns are, whether they are brand conscious, and if yes, how high is their brand loyalty, who or what influences their buying behavior, what promotional efforts they respond to most often, etc. You also want to know how they go about buying it and what you can do to encourage them to buy more.

The information gathered from such a journey into your target audience's mind is often key to your marketing efforts, particularly the positioning of your product.

2. Finding out what to say

Knowing your prospect’s Purchase Logic will help you talk about the right things at the right time. You will know what benefits to stress in order to motivate purchase. Also, you will know how to “position your product” for greater appeal versus others.

3. Understanding the barriers to purchase and overcoming them

Barriers to purchase are those factors that may prevent a customer from purchasing.

The barriers can be physical, psychological or financial. It always makes sense to list down the various barriers that your consumers may have to overcome in order to reach you. Some of the barriers may not be brand related, they can be environmental, such as not being able to find or locate the place where the product is available. Maybe the packaging and product design does not reflect the premium image the brand claims.

Once you know the barriers, you can dismantle them one by one and make it easy for them to reach a decision to buy. To overcome the barriers to purchase, you have to answer the following questions on the consumer’s minds:


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 What’s in it for me?

 Why should I buy it?

 What’s different about the brand?

 Is the brand’s claim true?

 Is it worth the price?

4. Interrogating the brand and outlining its rational and emotional benefits

Here, the creative team digs deeper into the product and outlines its functional and emotional benefits. For example, the functional benefits of Dominos Pizza are: It is delicious, it satisfies your hunger and above all, you get “free home delivery”. But, the emotional benefit is the happy moment in the house, where the wife doesn’t have to cook and everybody has a good time having the pizza. So the line says, “Khushiyon ki home delivery.”

Another example: Coke helps you quench your thirst and enjoy the taste of a cola drink. But its positioning line says, “Open happiness”

5. Developing an ear for ‘human insights’

An insight is a revelation about human behavior or human emotions that can be leveraged to build a brand. An insight makes advertising meaningful, relevant and helps connect with the target. Important to bear in mind is that it springs from an understanding of people, not products.

The communication of some of the biggest brands have anchored themselves on powerful universal human emotions or insights, e.g. Vodafone (Wherever you go, our network follows), Airtel (Harr ek friend zaroori hota hain), Mountain Dew (Darr ke aagey jeet hain!),

Amway (Mujhey mota karo… mujhey patla karo… We’re listening).


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HOW TO GET AN IDEA

One can get ideas by using any one or more of the following idea-generating techniques:

 Brainstorming,

 Free Association,

 Mind Mapping,

 Convergent Thinking,

 Divergent Thinking and

 Drawing analogies and metaphors.

CHOOSING THE IDEA THAT EFFECTIVELY COMMUNICATES THE EMOTIONAL/

RATIONAL BENEFIT

After outlining the rational (functional) and emotional benefits of the brand, the creative team has to think of different ideas to communicate the same. Next, they have to choose which idea effectively communicates the chosen benefit most effectively.

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WRITING FOR PRINT MEDIA

1. ELEMENTS OF A PRINT AD / ANATOMY OF A PRINT AD:

The major elements of copy in a Print Ad are as follows:

 Headline

 Sub-headline

 Visual

 Body Copy

 Logo

 Tagline

 Mandatory Copy

The elements of the copy, from headline to closing should follow the 4 steps in the selling process – “A-I-D-A” in a logical progression.

THE HEADLINE:

The first and possibly the most important copy element in a Print Ad is the Headline. It encapsulates the main benefit of the product, service or idea being advertised. It may be a carefully chosen or coined single word or a carefully crafted sentence (not more than 12 to

15 words) usually set in large, bold type (font), and is hence the first thing read in an advertisement.

Generally, though not as a rule, the headline appears at the top of a print ad, followed by the sub headline, which in turn is followed by the body copy.

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‘The headline is a copywriter’s first and biggest weapon in the battle to grab the reader’s eyeballs.’

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SIGNIFICANCE OF HEADLINE IN A PRINT AD

In copywriting, the attention and interest of the potential customer must be caught by the headline, or the page will be turned and the possible sale lost.

Hence, the 2 main functions of the headline are:


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1.

To capture attention.

2.

To awaken the interest of the reader in learning more about the product.

3.

To create a context for everything else that follows – the subheadline, the body copy, the mandatories, etc.

The main task of the headline is to grab the reader’s attention and lead him to the subhead and from there to the body copy. No matter how interesting or persuasive the body copy is, chances are that it may not even get read, if it is not preceded by a good, interesting headline.

It would be no exaggeration to say that 50% of the value of an entire advertisement is represented by the headline, unless of course, if the ad is a ‘no-copy’ ad.

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“If the headline isn’t riveting, it doesn’t matter what the body copy says.”

– Lionel Hunt.

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SUB-HEADLINE

Sub-headline is the line that is secondary in importance to the headline of an ad.

The purpose of a sub-headline is to support the main headline either by:

 completing the message left incomplete in the headline or

 giving an interesting twist to the message in the headline or

 expanding the theme presented by the headline to further encourage reader interest.

Subheads may appear either above the headline or below the headline or just above the body copy of the ad. Generally, they are set in smaller type than the headline, but larger than the body copy.

VISUAL

The visual is an illustration or photo that is used to capture the attention of the reader. This is the most colourful and hence eye-catching element of an advertisement. The visual may either be a direct one (example: in the ad for ‘Blackberry Storm’, the visual is that of the

Blackberry Storm handset or an indirect, concept visual (example: in Vodafone ads, the visual was that of the child with the pug-dog.

Significance of Visual:


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1. It is more effective than words. As they say, “ a picture is worth a thousand words!”

2. They add colour and a visual appeal to the ad.

3. Visuals support the copy and vice versa.

4. Visuals can be used to demonstrate the application, use or benefit of the product.

BODY COPY

‘Body’ Copy, as the name suggests, generally appears in a print ad between the ‘Head’line and the ‘Base’line. Body copy, along with the other elements, plays an important role in helping an ad achieve the ‘AIDA (Attention – Interest – Desire – Action) formula’. While the headline and visual do the job of attracting the ‘Attention’ and arousing the ‘Interest’ of the reader, the body copy attempts to awaken or heighten his ‘Desire’ to own the product and encourage him to take an ‘Action’ with a ‘call for Action’ statement like, ‘So, what are you waiting for? Get home a Philips Home theater today and enjoy theater-like experience at home!’

The length of the copy depends on the copywriter's technique, the product being sold, and the sales idea being presented. In some cases, it could be a simple sentence; in others, a long paragraph and still others, multiple bullet points. Generally shorter is better, but the only rule of thumb is that the body copy must sell the product.

Body copy follows the headline or the sub-headline if any and carries detailed information about the product, highlights product features and key benefits, rationally provides supporting facts or quotations, convincingly establishes superiority of the product and stimulates the desire to purchase.

SLOGAN / TAGLINE / BASELINE / POSITIONING LINES / PUNCHLINE:

Slogans or taglines are short, memorable phrases used in advertising campaigns that generally find their place of pride right below the logo. The tagline is by far the longest lasting element in the lifetime of a brand, after, of course its logo and packaging, and stays with the brand for years. Tagline or ‘positioning line’ defines the very ‘positioning’ of the brand in very few words, generally not more than 3-5 words.

They are claimed to be the most effective means of drawing attention to one or more aspects of a product.



Examples of popular slogans / taglines of some Indian brands:



LIC

Surf Excel

– Zindagi ke saath bhi. Zindagi ke baad bhi.

– Daag achchey hain.


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











Pepsi

Mountain Dew

– Youngistan Ka Wow!

– Darr ke aagey jeet hain!”

Hero Motocorp – Hum mein hain hero!

Mentos

Pepsi

THUMS UP

– Dimaag ki batti jalaa de!

– Change the game!

– Taste the thunder (Toofani Thanda)









MIRINDA

MOUNTAIN DEW – Darr ke aagey jeet hain!

SPRITE

SPRITE

 TATA STEEL

CAPTIONS

– Paagalpanti bhi zaroori hain!

– Seedhi baat, no bakwaas!

– 'First drink, then think! (University of Freshology')

– Values stronger than steel

Captions are the small units of text used with illustrations, coupons and special offers. These are generally less important than the main selling points of the advertisement in the body copy and are usually set in type sizes smaller than the text.

Example: Avail special festive discounts on any Maruti car. Hurry! Offer valid only till 6 th

October, 2011.

BLURB / BALLOON / DIALOG BUBBLE

A blurb or a balloon is a display arrangement where the words appear to be coming from the mouth of one of the characters illustrated in the ad. At times the complete body copy can be composed of blurbs, as in the case of comic strips.

Example: Dept. Of Income Tax Ad – Speech bubble encompassing the dialog of w ife telling her husband, “Sunoji, today is the last date for payment of Advance Tax!”

BOXES & PANELS

Boxes & panels are great tools for both copywriter as well as the art director to bring some

‘relief’ into the layout of a text-heavy ads or advertorials. A box is copy with a line around all four sides. A panel is a solid rectangle that runs the whole length or width of the ad. Boxes and panels are generally used in advertisements containing features such as coupons, special offers and consumer contests.

MANDATORIES (Signature, contact information, disclaimer, etc)


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This optional section includes a company logo and contact information such as the company’s address, email ID, Customer Care No., etc.

What do you mean by mandatory copy?

Copy required by the ‘Brand Guidelines’, by the law or by a regulatory body must be included in the advertising and/or on the labels of some products, such as alcoholic beverages, cigarettes, real estate developments, and some food and drug items. Messages such as "This is not an offering, which can only be made by prospectus" or "Warning: The

Surgeon General has determined that cigarette smoking is dangerous to your health" are mandatory copy.

Examples:

# Mutual Fund Investments are subject to market risks. Please read the Scheme Information

Document carefully before investing.

# Insurance is the subject matter of solicitation.

# Warning: Smoking is injurious to health.

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FUNCTIONS OF SLOGAN:

1. Aid memory recall: It should be easy and pleasant to remember.

“ I love you Rasna.” – Rasna

2. To describe the use of a product.

“ It’s the coolest one” – Kelvinator Refrigerators

3. To suggest the product’s special advantage or unique benefit.

“On time, every time.” DHL.

4. To suggest increased use or frequency of use.

“Kuch meetha ho jaaye” – Cadbury’s (To celebrate a good news, have a Cadbury’s)

5. To stress the quality of the product

“ Greater Reliability through Better Technology”. Rane ( Madras Limited).

6. To build name and goodwill of the company.

“ The world’s favourite airline.” British Airways.

7. To stress market leadership

“ India’s No.1 Radial.” JK Tyre.


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8. To emphasize international standards.

“ World Champion Lubricants.” Castrol.

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BASIS FOR WRITING A SLOGAN: TECHNIQUES

1. Slogans can be based on the Quality of the product.

Example: ‘The best tobacco money can buy’-Rothmans.

2. Slogan can be based on the Life of the company.

Example: ‘ A trusted household name for over fifty years’-Philips.

3. Slogans can be used to build Trust and confidence.

Example: ‘The name you can trust’- Mafatlal.

4. Slogans to guard against substitutes.

Example: ‘when it’s Philips, you can be sure’.

5. Slogans emphasizing sales of the product.

Example: ‘India’s largest selling soft drink concentrate’. Rasna.

6. Slogans emphasizing International reputation of the product.

Example: ‘The world’s favorite airline’- British Airways.

7. Slogans can place emphasis on Advanced technology of the company.

Example: ‘In tune with tomorrow.’- Bush.

Example: Dunlop is Dunlop, always ahead’.

8. Slogans emphasizing the use of the product.

Example: ‘A pocket doctor for aches and pains-Amrutanjan pain balm.

Example: ‘Real relief, real fast-Moov.

9. Slogans expressing Love and Affection

Example: ‘A gift for someone you love-Amul chocolates.

10. Slogans expressing Joy and happiness.

Example: ‘ Happy days are here again.-Thumps up

11. Slogans emphasizing the choice of specific class.

Example: ‘The choice of new generation’- Lehar Pepsi.


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12. Slogans emphasizing the comfort and convenience.

Example: ‘Arrive in better shape’-Cathay Pacific.

13.Slogans based on pride and possession.

Example: Neighbours envy, Owners’ pride’.

14.Slogans emphasizing name of the brand company.

Example: ‘Only Vimal’

15. Slogan based on the headline of the ad.

Example: ‘Filter and tobacco perfectly matched’-Wills. (headline: ‘Made for each other),

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What do you mean by ‘Layout’?

Layout of any printed communication (advertisement, poster, brochure, leaflet, etc) is the logical and aesthetic artistic arrangement of its different elements viz. headline, subheadline, visual, body copy, logo, baseline and mandatories like contact details, etc.

It establishes the overall appearance of the ad including the colour scheme, the relative importance and relationships between the above elements to achieve a smooth flow of information (the message) and eye movement for maximum effectiveness or impact.

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TYPES OF HEADLINES

Headlines may be classified as under:

1. Promise of a Major Benefit: This is the safest, most widely used type of headline. And for it to be as effective as possible, it must display the #1 benefit your prospect will receive buy purchasing your product or service.

Example: "Get rid of headache in 5 minutes flat with Crocin Pain Relief!"

2. News or Information: If your product or service offers something newsworthy, announce it in your headline.

Example:

• TOI becomes Mumbai’s No.1 newspaper with a circulation of 3 million copies.

• Announcing the launch of Toyota Etios in India.

3. The Command Headline: The Command Headline tells your customer what to do.

Your command should encourage action by offering your prospect a benefit that will help them. Effective Command Headlines start out with action verbs.

Example: Exchange Your Old Motor Cycle. Say Bye to Maintenance Headaches!”

4. Provocative Headline: Provocative headlines are written to startle the reader in order to grab his attention. If a provocative headline is used it must be pertinent to the product.

Sometimes it presents a contradiction or an apparent paradox to the reader, with the explanation provided in the body copy.

Example:

• “Nude models wanted” (Ad for HLL, looking for baby models)

• “Her parents cursed the day she was born.” (Ad for Amitasha Foundation)

5. The Question Headline. The Question Headline focuses on the prospect’s self interest and asks a question they want to know the answer to. The best type of questions to ask are questions that get your prospect involved.

Examples:

• “Know why you are losing hair so rapidly?”

• “What Do The Giant Entertainment Companies Know That You Don’t?”

6. The “Reason Why” Headline. With the “Reason Why” headline, you give our prospect specific reasons why they should read your ad. Such headlines are effective because they contain facts and figures.

Example:


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“7 Reasons Why IBM Provides You With a More Reliable System”

7. The How-To Headline: These two words -- “how to”, are very powerful words. You can never go wrong using a How To Headline. (Over 7,000 book titles start out with ‘How to…’).

How To Headlines promise your prospect a solution to their problems.

Example:

• “How To Expand Your Customer Base and Increase Your Profits”

8. Selective Headline: Select a specific audience with specific language and words.

Example:

• “A few commandments to advertisers this Xmas…” (Malaya Manorama ad addressing advertisers.

9) Problem-Solution Headline:

This is a slight variation of the #1 benefit headline. The problem solved by your product or service is the #1 benefit - it's just presented in a problem-solution format.

Example: "Hairfall? Now stop hairfall in 10 Days flat - Guaranteed!"

10) The Flag Headline

A flag is a phrase calling for the attention of a particular person or group. Use a flag headline to attract your target audience - those most likely to buy your product or service.

Example:

Attention: New Mothers! Get rid of baby fat in less than a month.

Senior Citizens – Get 70% discount on air tickets only with Air India.

11) The Warning Headline

Here, the headline issues a warning to the target audience in order to grab attention.

* Warning: Dieters *

Don't eat another reduced calorie meal until you read this startling message…

12) The Testimonial Headline

This is simply a satisfied customer’s testimonial used as a headline. Here's an example:

"I lost 10 kgs in 30 days. How about you?" The quotes around the headline signify that it's an actual quote from a customer, giving it added credibility.

13.

Claim Headline:

This headline makes a tall claim about the product. Example: “When sending shipments to the US, more of India’s companies choose us”. (DHL)

14.

Advice or Promise:


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Promise a real benefit if the product is used. Example: Don’t get a credit card from us and you may end up with the wrong one in your hands – (timesofmoney.com).

15.

Mood-Setting Headline:

Set a mood to create receptivity in the reader.

Example: The earth is mostly water. So is the view from our hotel. (Hotel JW Marriott)

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THE 5 STAGES OF CREATIVITY

In his work ‘Art of Thought’, Wallas presented one of the first models of the creative process consisting of 5 stages:

1.

Immersion: This is the stage when the creative team immerses itself in the problem.

It is here that the creative team asks a number of questions to understand the problem better. This in itself is challenging. As Einstein once said, “To raise new questions, new possibilities, to regard old problems from a new angle requires a creative imagination.”

2.

Rumination: Here, the creative person ruminates over the information acquired in the first stage,

3.

Incubation: In this stage, the problem is internalized into the unconscious mind before the ideas start hatching),

4.

Illumination: The creative idea bursts forth from its preconscious processing into conscious awareness); and

5.

Verification: The idea is consciously verified, evaluated, elaborated, and then executed).

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WRITING COPY FOR CLASSIFIED AD

Writing a Classified Ad can be very challenging for the following reasons:

 In just 4 to 5 lines, the writer has to convey the complete message and at the same time induce the reader to buy the product.

 Since the charges are per alphabet, the ad should be written in abbreviated language.

Example: 1 BHK F/F flat in Juhu. 650 sq.ft. Rs. 1.25 crs. Call: 26435768

 Your ad has to work hard to grab the reader’s attention because your ad is placed alongside other Classified Ads that will look very similar as all ads appear in a particular format. Moreover, the readers will be scanning hundreds of advertisements at a furious pace. Your advertisement has to make him stop and get his attention.

 The reader is very clear about what he wants. For instance, Mr. X wants a 1 BHK flat in Juhu, with a budget of Rs. 1 crore. Hence, the reader doesn’t bother about what

you say, but what he wants.

 Ads in bold letters are likely to get more attention, but are more expensive.

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WRITING FOR RADIO

Guideline for writing a radio spot / Things to consider while writing for radio:

About 80 percent of radio listening is done in the car, when people travel from home to office and back, during what mewdia buyers call “drive time”. They listen to the radio!

Moreover, with the advent of FM-equipped mobile handsets, most people are tuned in to one radio station or the other. They are a captive audience.

1. You're talking to a captive audience. Talk directly.

The listener has to take an action (actively change the station) to skip your ad. Because listeners are often sitting alone (frequently in their cars), speak to them directly, like you're having a one-on-one conversation, and your message will get across.

2. Keep your message simple and focused.

The good radio writer knows that in this era of half-listening radio audiences, it is vital to give the listener just one principal idea to carry away. So, choose one simple, but interesting theme and stick to it. Keep the detailsto a minimum.

3. Write radio spots sparely.

Unless your concept demands a lot of words and fast action, write sparely. The average 30seconder contains not more than 70 words. Lesser the words, more the pauses. A pause is to radio what white space is to print. Pauses give the voiceover artist breathing space and make the dialog delivery clear.

4. Words are your illustrations

Radio has been called ‘theatre of the mind’. Make the listener see the product, smell it, taste it and want it… through your words. If you are asked to prepare radio commercials for an automobile, put your audience in the driver’s seat of that car, make them feel its surging strength, its ease of handling, make them see its handsome contours.

5. Use short words and sentences

Short words are usually the best for radio. Words containing more than three of four syllables should be used only when absolutely necessary. Thus a “great car” is better than

“an exceptional car”- “Lovely” is preferable to “beautiful”, “good” is preferable to

“outstanding” and so on…


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6. Use SFX (Sound Effects)

Use sound effects to establish a scene. Example: Telephone ringing, door getting shut, big crunch of a juicy apple, etc. But, don’t overdo the sound effects.

7. You have two basic choices when it comes to creating a radio ad.

You can provide a script and have it read by the announcer. Or you can provide a tape. If you choose the latter, have a professional announcer read the copy; and consider using background music or sound effects as a way of making the ad stand out.

8. Repetition is important in radio:

Once a radio ad is aired, there is no way the listeners can revisit it is when it is aired again.

Hence, it is important to clearly spell out the call for action and the contact details.

Example: To order your copy, SMS ‘Copy’ to 52525. Also, mention your company name at least twice in your radio spot.

Because it takes several airings for the listener to become familiar with your brand name and contact details, repeat your spots frequently. If possible, run it at the same time every day over a given period.

9. Get a stop watch and time it.

Read the radio spot once you have written it. Read it out loud, but slowly, with pauses.

Remember that it takes longer to say something out loud than it does to read it.

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METHODS OF DELIVERY OF A RADIO AD:

1.

Announcement – A regular announcement in the voice of a professional voiceover artist.

Example: “Sale! Sale! Sale!... Ashoka Hall, Vile Parle mein Reebok shoes ka dhamaakedaar sale.”

2.

RJ Mention – Radio Jockey doing the announcement.

Example: “Main, Jeeturaj aapko yaad dilaana chahta hoon ki Westside Plus ka

Monsoon sale shuroo ho chukka hain…”

3.

Celebrity announcer – A celebrity doing the announcement.

Example: “Hi! This is Saif Ali Khan and I pledge my support to the Lead India

Movement. Do you?”


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4.

Jingle-based radio ad – Radio ad with no announcement or dialog, only a jingle.

Example: The famous Nirma jingle – “Washing powder Nirma… Doodh si safedi Nirma se paaye…”

5.

Multi-character radio ad – A radio spot involving two or more characters talking to each other with or without sound effects and background music –

Example:

Husband: “So, where do you want to have your dinner tonight?”

Wife: At Sun & Sand, by the pool!”

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JINGLE. ITS SIGNIFICANCE…

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“If you have nothing to say, sing it.” – David Ogilvy

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A jingle is a short, catchy tune specially composed by a music composer for a brand. It may be without lyrics (in which case, it may be called a ‘signature tune’) like the hummable tunes of Airtel and Titan or with memorable lyrics like the recent TVC jingle of Airtel ‘Kyunki harr ek dost zaroori hota hain’.

A jingle has a far higher recall value than just dialogs or visuals. Music catches the attention of children and teenagers alike. It is important to know the target audience when composing a jingle. In today’s times, if a jingle is really catchy, people set them as their ring tones or caller tunes, which is free publicity for the brand.

Example:

Some of the recent jingles in Indian advertising are:

 Har ek friend zaroori hoti hain – Airtel.

 Hum mein hain hero – Hero Moto Corp Ltd.

 Paas aao, paas aao, paas aao na – Close Up (Fresher Breath)


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WRITING FOR TELEVISION

Television has a tremendous advantage over radio. In that action as well as sound can be used in the message. The ability to create a mood or demonstrate a brand in use gives television it superior capability.

The opportunities inherent to television as an advertising medium represent challenges for the copywriter as well. The copywriter must remember that words do not stand alone.

Visuals, special effects, and sound techniques may ultimately convey a message far better than the cleverest turn of a phrase.

TVCs represent a difficult timing challenge for the copywriter. Copy must be precisely coordinated with the video. The road map for this coordination effort is known as a storyboard. A storyboard is a frame-by-frame sketch depicting in sequence the visual scenes and copy that will be used in a television advertisement.

The 5 Stages of producing a TV Commercial are as follows:

1) Writing scripts and developing storyboards

2) Briefing the film producer

3) Pre-production

4) Shooting

5) Post-production

Guidelines for Writing Television Copy

1. Focus on one single big idea:

TVCs are generally used for launching a single Big Idea. Example: Tata Sky’s latest TV campaign ‘Poonchney mein kya jaata hain?’ OR ‘Dimaag ki batti jalaa de!’ campaign for

Mentos.

2. Get to the point. You have about two seconds to grab the television viewer's attention, so use a strong opening image - the visual equivalent of a strong headline. You then have a total of maybe five seconds to say what the ad is about - if it's not clear you've lost the viewer for the entire ad.

3. Keep your message simple. Stress your benefits. And remember to stress them visually.

You can do this by "showing" what they are, rather than just "telling" what they are.


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4. Be sure to tell the viewer your name visually. Put it right there up on the screen, along with your logo, and your address and phone number. Better yet, hit them twice by having the voice-over announcer read it aloud at the same time.

5. Think of television as an intimate medium.

 If you're advertising a restaurant, don't just use a shot of your building's exterior. Use a close-up of your food in your commercial. And show people eating your food.

 If you're producing a Public Service Announcement (PSA) about drunk driving, don't just use a shot of a crowd of people at a funeral. Show a tear streaming down a child's face.

 Combining sight and sound should spark your viewers' emotions and help them identify with your product. And if they can identify with your product, you're more likely to gain.

6. Be flexible. Due to media-scheduling strategies, commercials are produced to run as 10-

15-, 20-, 30-, or 60-second spots. The copywriter may need to ensure that the audio portion of an ad is complete and comprehensive within varying time lengths.

7. Don't forget your call for action. Tell the viewer what to do - Call now!!!; Visit your local dealer; Compare the value; Come see us; etc.

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TELEVISION ADVERTISING FORMATS:

Because of the broad creative capability of the television medium, there are several alternative formats for a television ad:

Demonstration. Demonstrating a brand in action is an obvious format for a television ad.

Brands whose benefits result from some tangible function can effectively use this format.

Demonstration with sight and sound lets viewers appreciate the full range of features of a brand.

Problem and Solution. A brand is introduced as the savior in a difficult situation. This format often takes shape as a slice-of-life message, in which a consumer solves a problem with the advertised brand. A variation is to promote a brand on the basis of problem prevention.


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Music and Song. Many television commercials use music and singing as a creative technique. The beverage industries (soft drinks, beer, and wine) frequently use this format to create the desired mood for their brands.

Spokesperson. The delivery of a message by a spokesperson can place a heavy emphasis on the copy. The copy is given precedence over the visual and is supported by the visual, rather than vice-versa. Expert, average-person, and celebrity testimonials fall into this category.

Dialogue. As in a radio commercial, a television ad may feature a dialogue between two or more people. Dialogue format ads pressure a copywriter to compose dialogue that is believable and keeps the ad moving forward. Most slice-of-life ads in which a husband and wife or friends are depicted using a brand employ a dialogue format.

Vignette. A vignette format uses a sequence of related advertisements as a device to maintain viewer interest. Vignettes also give the advertising a recognizable look, which can help achieve awareness and recognition.

Examples:

• All ads of Kurkure have been featuring Juhi Chawla since more than 3 years.

• All ads of Asian Paints Royale feature Saif Ali Khan

• Earlier, ads for Taj Mahal Tea used to feature Zakir Hussain.

Narrative. A narrative is similar to a vignette but is not part of a series of related ads.

Narrative is distinct in that it tells a story, like a vignette, but the mood of the ad is highly personal, emotional, and involving. A narrative ad often focuses on storytelling and only indirectly touches on the benefits of the brand. Many of the "heart-sell" ads by Kodak and

Hallmark use the narrative technique to great effect.

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STORYBOARD:

Storyboard is a set of illustrations outlining the plot and shot sequence of a TVC concept, presented to the client for approval before it is actually filmed. It is the next step after a TVC script is written. It is created to give the client a clearer ‘picture’ of a TVC concept rather than a mere ‘narration’ of the TVC script.

Only the key frames in the story are depicted along with captions that briefly describe the video, audio – including the sound effects and visual effects if any, and the dialogs to be mouthed by the characters in the film or by the VO (Voiceover Artist).


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Storyboard Sample: Tata Sky – Poonchney mein kya jaata hain?

TVC opens and we see a parade in session.

2 men are seen enjoying the parade. One of them compliments the other trying to coax him into asking a question to a military-style man on a tank, but the friend refuses to concede.

As a tank approach them, the man gathers his confidence and guts and actually dares to asks 'Excuse me, uncle ji, can I please get a lift till Victoria hotel'

Surprisingly, the man on the tank nods in affirmation. As the man hops on, his friend looks on utterly amazed.

VO: Bhai, poochne main kya jata hai? (What's wrong with asking?)

Next, we see them in a store.

This time the friend using all his courage asks the shopkeeper if he can get anything free with Tata Sky.

The shopkeeper, smiling, says yes.

VO: Dekha, pooch dala to life jhingalala.(Life's much better if you just ask.)


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WRITING DIRECT MAIL LETTERS

The direct mail is a direct marketing tool and is the most personalised form of marketing communication, wherein the reader is addressed by his name.

Guidelines for writing direct mailer:

1. Direct mail is the most personalised form of marketing communication, wherein the reader is addressed by name. Hence, the tone should be conversational.

2. Have something to say… and say it in a way that's easily understandable by your audience.

3. Keep the opening paragraph short. Summarize the main offer in the first paragraph in as few words as possible.

4. Write about the benefits, not the features that your product offers.

5. Never tell a lie. Tell funny stories. Be entertaining. Weave a scene. Make a point. Be dramatic. Share a case history. Include testimonials. But never exaggerate. Always be true.

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Elements of a Direct Mailer

 Outer envelope,

 Letter,

 Brochure

 Reply / Order Form.

Outer Envelope. The outer envelope carries all the other elements through the mail. It can either be plain or have “teaser” copy or images to get the reader interested right away and help set up the sales pitch inside.

Letter. This is the heart of any direct mail package. This is where you speak directly to people, one-on-one, and present your offer.

Brochure. This is an optional component. This can elaborate on the offer stated in the letter.

It should illustrate features, list benefits, provide proofs, make comparisons, and list technical details to lend credibility to what your letter claims.


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Reply Form. Many mailers today rely heavily on response via phone or website, so there’s pressure to eliminate mail-back reply forms. However, a physical reply is helpful for highlighting your call to action even if you don’t typically get response by mail. And of course if you do want mail response, the reply form is a must.

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WRITING COPY FOR YELLOW PAGES: a.

You don’t have much time: Tell your customers the benefits of buying your products/services immediately! There's not much time so you have to grab a potential customer's attention fast. b.

Present your credentials: Tell them how long you've been in the business, how you are different from your competitors and what associations you belong to. c.

Summarize the scope of the business (and a key selling point). d.

Write clear & descriptive copy. People are usually ready to make a purchase or get more information when they use the Yellow Pages. e.

Proof read: Once your ad gets printed in the Yellow Pages, it stays that way for an entire year. Proofread! If you sell "dogs" and your ad says you sell "dots", then you'll have to wait until next year to fix the error. Also check your contact details. If your phone number or email ID is wrong, you won’t get enquiries, thereby defeating the very purpose of advertising in Yellow Pages.

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WRITING COPY FOR TRADE DIRECTORY

Ads in Trade Directories are essentially B2B Ads, where one business in a particular trade buys something from another business. a.

Trade ads should be more informative than creative. b.

And make sure you put your message across in the right tone. Business users have very different needs and ways of expressing themselves from the average endconsumer. c.

Don't use street-slang to talk to an IT guy, or CPU usage patterns while talking to a sportsman. d.

If possible, use testimonials of people from the industry. But make sure they look genuine, or you're wasting your time. Mention the person's full name and the company he owns or represents. e.

Copy for trade directory should be short and to the point. f.

The copy should be benefit-oriented. They should be real, benefits g.

Avoid pretentious or flowery language. h.

Follow the "3 C's" Rule: Express your offer as Clearly, Convincingly and as Compellingly as possible.

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WHAT IS A ‘BIG IDEA’?

Every successful campaign is based on a ‘Big Idea’. A Big Idea is one that can be stretched across media vehicles, across a reasonably long period of time. More often than not, the Big

Idea is summarized in a line, which is called the ‘positioning line’ or the ‘campaign line’.

The Big Idea can also be a visual element eg. the Zoozoos of Vodafone. Now, most Vodafone ads feature Zoozoos as a common element; the headlines and even the campaign lines can be different. For example the headline was different for Vodafone’s 3G campaign featuring the

Super Zoozoo.

Some examples of Big Ideas:

Brand

Airtel

Pepsi

Mirinda

Surf Excel

Vodafone

The Big Idea

Harr ek friend zaroori hota hain

Youngistan Ka Wow!, Change the game

Paagalpanti bhi zaroori hain

Daag achchey hain!

Zoozoos

For example, all ads of Surf Excel are based on the Big Idea - ‘Daag achchey hain!’. The characters may be different, the story may be different, but it all ends with the line ‘Daag achchey hain!’

Similarly, all ads in Airtel’s current campaign are based on the insightful line ‘Harr ek friend zaroori hota hain!’ Again, the characters in every ad may change, the situations may change, the story may change, but it all ends with the line ‘Harr ek friend zaroori hota hain!’

HOW TO GET THE BIG IDEA:

1.

ARRIVING AT THE “BRAND PROPOSITION”:

‘Brand Proposition’, which lies at the heart of all brand planning, is a promise that a brand offers to its consumers. From the consumer’s point of view, it is the benefit he can derive out of the brand.

For example: the brand proposition of Tata Photon is ‘super fast internet access.’

It is critical that the brand’s promise is easy to understand, engaging, unique, relevant to the target audience and consistent.


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A good brand proposition should be able to connect with its audience on an emotional level.

2.

FROM PROPOSITION TO HEAD LINE

The headline is always written around the proposition in order to reiterate the product promise. Example: ‘super fast internet access’ being the proposition of Tata Photon, the headline says, “With Tata Photon, complete your work faster and get more time for life”.

3.

UNDERSTANDING TONE OF VOICE

Just as different people with different personalities have different tones of voice (eg. Warm, sweet, friendly, unfriendly, loud, etc.), brands too have different tones of voice consistent with their respective personalities.

Examples:

Brand

Vodafone

Mountain Dew

Daag achchey hain

Hero Motocorp Ltd.

Tone of voice

Friendly, adorable, cute tone of voice

Bold, youthful, energetic, inspiring

Friendly, understanding

Youthful, inspiring, motivating,

The tone of voice plays an important role in shaping the personality of the brand. Hence, it is important to determine the brand’s tone of voice.

4.

THE POSITIONING STATEMENT

The positioning statement is a short, memorable line that becomes an integral part of the logo, and hence an integral part of the brand. The entire campaign may be based on the positioning statement, also known as baseline, tagline, punchline or slogan.


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HUMAN INSIGHTS / CONSUMER INSIGHTS

An insight is a revelation about human behavior or human emotions that can be leveraged to build a brand. An insight makes advertising meaningful, relevant and helps connect with the target. Important to bear in mind is that it springs from an understanding of people, not products.

The communication of some of the biggest brands have anchored themselves on powerful universal human emotions or insights e.g. Surf Excel (Daag achchey hain!) Tata Tea (Jaago rey!), Airtel (Harr ek friend zaroori hota hain), Mountain Dew (Darr ke aagey jeet hain!),

Amway (Mujhey mota karo… mujhey patla karo… We’re listening).

The use of consumer insight can make a communication very effective.

Some examples of ads based on human (consumer) insights:

1.

Surf Excel – ‘Daag Achchey hain’

Surf Excel’s campaign ‘Daag Achchey hain’, which has been running successfully since over a year now, is based on the insight that children enjoy the most only when they are allowed to do all the things they want to do, regardless of how dirty they get while doing so.

The campaign started with a film featuring two siblings – a school-going girl and her brother

– When the girl’s school uniform gets mucked up, her brother, in order to exact revenge from the muck, actually fights with the it and in the process gets all mucked up himself. The voiceover, justifying the brother’s act, says that “agar daag lagney se pyar badhta hain, toh daag achchey hain na?

In another ad, when a school-going boy notices that his teacher is sad, he acts pretty much like a dog and in the act dirties himself. The voiceover in a similar fashion justifies the boy’s action and concludes that ‘daag achchey hain’.

2.

Tata Tea – ‘Jaago rey!’

Tata Tea’s campaign, ‘Jaago rey!’ is based on the insight that most of the politicians and government servants today are corrupt. They indulge in corruption, accept bribes, favour the rich and suppress the poor. They have taken the common man – the very people whom they are supposed to serve – for granted.

While the functional benefit of tea is to help freshen one up and keep him awake, Tata Tea has very beautifully taken it upon itself to awaken the citizens of India about their rights and


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powers. It seeks to awaken them to the fact that together, citizens can play a very important role in correcting the situation that plagues the country.

The campaign started with a TVC, wherein a politician goes to meet voters in person to solicit votes. A young man asks him about his qualification and experience for the ‘job’.

Amused, the politician askes, ‘Which job?’ The young man replies, “the job of running the country”. The politician is embarrassed when the ‘voter’ offers him tea.

The voiceover says, “Roz subah sirf utho mat, jaago”… The chorus goes, “Jaago rey, jaago rey, jaago rey, ….”

This TVC was followed by other TVCs featuring a ‘common man’ who refuses to offer bribe to government servants for getting their work done. He offers him Tata Tea instead.

The voiceover says, “Ab khilaao nahi, pilaao!”

3.

Airtel (Harr ek friend zaroori hota hain)

This campaign which primarily targets the youth, is based on a very simple and common insight that a person has many different types of friends (a helpful friend, a mean friend, a weird friend, a greedy friend and so on…). One has to live with all types of friends, ‘kyunki har ek friend zaroori hota hain!’

4.

Amway – We’re listening!

Amway’s ‘We’re listening’ campaign is based on the insight that everybody wishes to get rid of some problem or the other and they also wish to have someone who could listen to their problems and offer suitable solutions. The ad features many different people expressing their wishes saying, “Mujhey mota karo, mujhey patla karo, yeh saaf karo, who saaf karo”…

In the end, Amway’s bouquet of products, is presented as a solution to all their problems.

The ad ends with a beautiful line that says, “We’re listening.”

This implies that this is one brand that keeps its ears open, listens to people’s problems and offers suitable solutions.

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HUMOUR IN ADVERTISING

In today’s fast-paced stressful life, people yearn for moments that could make them smile, or better still, moments that can make them laugh. Which is why we see a lot of humour in ads, especially in FMCG goods and durables.

Humor has a universal language. It is light, elevating, rejuvenating and has great repeat value. So it’s no surprise that advertising has used this medium to sell a wide spectrum of products?!

Some examples of brands that have successfully used humour in their advertising:

 Mentos

 Centre Fresh

 Naukri.com

– Dimaag ki batti jalaa de!

– Zubaan pe lagaaye lagaam!

– Guess who’s heard from us? (Hari Sadu!)

 Bingo

 Tata Indica

– No confusion, Great combination!

– 25 nahi toh kuch bhi nahi (to highlight 25kms/litre)

Conventional wisdom had it that you don't use humour to sell serious products like insurance, cars, consumer durables or in B2B communication, where consumers seek more information about technology and the value proposition.

Brands like the ones mentioned above successfully used humour and other `serious' service industries didn't. Well, these days, the joke is on those who did not dare to use humour.

The problem with humour is that one man’s joke is another man’s insult. The major limitation of Indian advertising is that it has no homogeneity, thanks to the country’s twenty-two languages and diverse cultural fabric, ad jokes, must hence remember the cultural idiom of their target groups.

ADVANTAGES OF USING HUMOUR

1.

Aids attention and awareness

2.

Creates a good, positive mood and thereby a good environment for persuasion

3.

Great repeat value.

4.

Makes the message more memorable

5.

If done well, it could well become the talk of the town. Examples: Hari Sadu

(Naukri.com), Zoozoos (Vodafone)

DISADVANTAGES OF USING HUMOUR


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1.

Since the tone is not serious, it may not sound persuasive

2.

If it is not subtle, the humour (joke) may become bigger than the brand. May harm recall and comprehension of the message. Many times, people recall a humorous ad, but can’t recall which brand was it for.

3.

May not sound credible

4.

May wear out faster. There’s a limit as to how many times one can laugh at the same joke.

5.

May not be effective in bringing about sales

SUITABLE FOR:

1.

FMCG Fast Moving Consumer Goods

2.

Consumer durables

3.

Products related to the humorous ploy

4.

When the target audience is young, educated, up-market, males

UNSUITABLE FOR

1.

Corporate advertising

2.

Industrial products

3.

Goods or services of a sensitive nature (Life insurance)

4.

When the target audience is old, illiterate, down-market, females (they are touchy about certain issues)

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LIGHT FANTASY IN ADVERTISING

Fantasy in advertising means using unrestricted, unrealistic imagination, wherein a fantasy world is created around the product or its use.

Generally, alcoholic beverage brands, deodorant brands and children’s products use fantasy involving young, fun and exciting situations in their ads.

Example 1: The TVC of Axe Dark Temptation – Chocolate. The film shows a young man who sprays Axe Dark Temptation on his body and in no time, his entire body turns into chocolate. Now, it is a universal fact that women generally love chocolates.

As he walks out onto the streets, he gets attacked by a horde of sexy women who get attracted towards him and start taking a ‘bites’ off his ‘chocolaty’ body.

Now, which man wouldn’t want such a ‘treatment’ from women?

Example 2: The TVC of Smirnoff Vodka. When a man who is drinking Smirnoff Vodka starts seeing the world through the glass filled with Smirnoff Vodka, the world starts appearing to him very different from reality. People start appearing to him like wild animals.

Example 3: The TVC of Boomer chewing gums (‘Boom Boom Boomer’) which is targeted at children aged 8 – 15 years, there is a fantasy superhero who rescues children from villains in a heroic manner.

Children like superheroes and by using a superhero named after the brand itself, the advertisers aimed at putting their brand on top of the minds of children.

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‘SLICE OF LIFE’ ADVERTISING

‘Slice Of Life’ Advertising is a copy technique wherein a real-life problem is presented in a dramatic situation and the brand being advertised becomes the solution to the problem.

This advertising format is extensively used by brands like Harpic, Tide Detergent, etc.

Consumers can relate to such ‘realistic’ problems as they themselves face such problems in everyday life, hence the term ‘slice of life’, and hence find the message believable.


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For instance, in the TVCs of Harpic, a representative of the company randomly visits housewives to check if their washrooms are sparkling clean. He points out that what the housewife was thinking is clean isn’t really clean, but there are yellowish stains on the commode and the tiles. Now, many housewives would easily relate to this situation.

He then goes on to give a demonstration of Harpic’s effectiveness in making washrooms sparkling clean. The housewife then gives testimony in favour of the brand, by praising its effectiveness. Hence, this execution is a combination of the ‘demonstration’ and the

‘testimonial’ ads.

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REASON WHY COPY:

"Reason Why" was the answer of Kennedy to what makes people purchase a particular good.

"True 'Reason-Why' copy is logic plus persuasion plus conviction, all woven into a certain simplicity of thought-pre-digested for the average mind, so that it is easier to understand than to misunderstand it.

In addition, the growing importance of national advertising of branded products produced a perfect condition for growth of "reason-why" adverting. The need to stimulate interest and desire seemed to be fully satisfied by "Reason-Why" ads, which aimed to present the consumer with convincing arguments to purchase the advertised brand. Ads had the task of pointing out the distinctive characteristics of a brand and explaining its superiority. In this sense, "reason-why" advertising was the appropriate method of implementing a strategy of product differentiation.

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‘FEEL GOOD’ ADS

‘Feel good' ads are those ads which do not have a specific call for action i.e. to buy something, to do something or to vote for somebody. As this term is used here, ‘feel good ads’ can describe the many different ads and sponsorships which generate good will, or create a feeling of warmth and pleasantness, so that we know and like the product or the company.

Examples:

1.

The recent corporate ad of Hero Motocorp Ltd. – ‘Hum Mein Hain Hero!’

2.

Tata Steel’s latest corporate campaign – ‘Values stronger than steel’


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3.

The good old Hutch ads wherein the pug followed the boy wherever he went, with the beautiful jingle, “You and I in this beautiful world”… followed by the tagline, “Wherever you go, our network follows”.

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‘INVERTED PYRAMID’ STYLE OF COPYWRITING:

‘Inverted Pyramid’ is a style of writing, primarily when relaying loads of information so as to relay the most important information first and the least important information last. It is used because it allows readers who tend to read in a haste to find the most important information first, and fast.

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DIFFERENT TYPES OF APPEALS IN ADVERTISING

Broadly, there are two types of appeals used in advertising:

1.

Rational (logical) and

2.

Emotional

1. RATIONAL APPEALS

Rational appeals are those directed at the logical (rational) side of the target

audience. Rational appeals hinge around functional benefits of a product.

The following factors carry a rational appeal:

(i) High Quality : Many products are bought for their quality, such as clothing, beverages, food items, etc.

(ii) LOW PRICE: Majority of consumers are price conscious, who, when given a choice of two brands in a category, would chose the one that is low-priced. Example: They may buy

‘Pravin’ pickle against ‘Mother’s Recipe’, which is a comparatively expensive brand.

(iii) LONG LIFE: As of a car tyre, battery, etc.

(iv) PERFORMANCE: As in a car, an AC, etc. v) EASE OF USE: As of an automatic washing machine, compared to a semi-automatic one.

(vii) ECONOMY: As in cars, Maruti Suzuki cars give better mileage than others.

(vi) RESALE VALUE, as in cars. "Maruti Suzuki" cars fetch higher resale value compared to others.

2. EMOTIONAL APPEALS

Emotional appeals are those appeals, which are not preceded by careful analysis of the pros and cons of making a purchase, but are influenced by emotions. Emotional appeals are designed to stir up some negative or positive emotions that will motivate product interest or purchase.

Different emotional appeals, which are particularly important from the advertising

point of view, are listed below:

I) FEAR APPEAL: Fear appeal is most important among emotional appeals, and also the most effective. It is said that the message's effectiveness increases with the level of fear it


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generates. Brands of toothpaste, mosquito repellants, life insurance, home insurance, locks, etc often use the fear appeal with great success.

Example: Toothpaste brands present the fear of tooth decay or unhealthy gums or bad breath, and then present themselves as a solution to prevent or to get rid of such problems.

Public service ads also make use of fear appeal. Like the ads for AIDS, global warming, blood donation, Breast cancer awareness, etc.

ii) SEX APPEAL: Many people believe that ‘Sex sells!’ Take the case of many brands of deodorants, alcoholic beverages, undergarments, bikes, etc that have used sex appeal with great success.

Deodorant brands like Axe Effect, Set Wet Zatak and Wild Stone clearly highlight that guys who use the right deos are more likely to attract girls, than those who don’t.

iii) HUMOUR APPEAL:

Theoretically, it finds strategic place in low interest, low involvement categories like Mint,

Matchsticks, Pan Pasand/Bahar. However, high-value brands can also use this route, though consumers want much more information here. However, humour should not offend individuals, linguistic or religious sentiments. iv) OTHER EMOTIONAL APPEALS could be love, romance, patriotism, sense of belonging, etc.

All brands have rational and emotional credentials. Example: Levi's is youthful, rebellious and sexy. But it offers rational benefits like style, status, durability too. One has to balance between rational and emotional arguments. Amul Butter Airlines presents the Amul ‘utterly butterly delicious’ girl, an emotional icon. But it also emphasizes on its quality and taste, which is a rational proposition.

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WRITING COPY FOR THE YOUTH

Airtel’s new campaign ‘Har ek friend zaroori hota hain’ targets the youth. Tata Docomo offers special ‘Campus Pack’ to students at special rates. Loop Mobile has the concept of

‘Join the Gang’!

“Why is everybody targeting the youth?”, you would wonder. The youth market is critical because of the sheer size and buying power of this giant demographic (Over 100 million of

India’s population are in the age group of 17 – 24 ). Besides, youth have a huge influence on the spending of their family members. Moreover, it is the youth that often sets trends that are later adopted by other demographic groups.

Today’s youth is more financially independent compared to earlier generations. They start working during their college years at call centres, malls, coffee shops and multinational eatery brands like Subway, McDonald’s etc and earn decent salaries, which they generally spend on supporting high lifestyles. There is a huge potential for companies to catch them young and retain them till they become mainstream consumers.

ESSENTIALS FOR WRITING COPY FOR YOUTH:

1.

The youth loves challenges. They like to be independent – financially and socially.

They have a mind of their own and take their own decision. Hence, Mountain Dew has come out with the campaign, “Darr Ke Aagey Jeet Hain”

2.

They live in a different zone altogether, and they like to belong to the hip and happening brigade, which is captured well by ‘Youngistan Ka Wow!’ campaign of

Pepsi and ‘Harr ek friend zaroori hota hain’ campaign of Airtel.

3.

They are self motivated and inspired. They love to follow youth icons like A.R.

Rehman, Sachin Tendulkar, etc. Hero Motocorp’s campaign, “Hum Mein Hain Hero!” is apt more for the youth, than any other age group.

4.

They are achievers, the movers and shakers. They set their own rules. This was captured well by the recent ‘Change the game’ campaign of Pepsi.

5.

They just like to have fun. Mirinda’s ‘Paagalpanti bhi zaroori hain’ is the language and mindset of the youth more than any other age group.

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WRITING COPY FOR WOMEN

Women are the finance ministers of every home, deciding the budget for not just the monthly groceries, but just about everything the family buys. It may be the man who earns, but it is the woman who spends. She’s by far the biggest buyer and the biggest influencer.

Gone are the days when women used to decide only which brand of detergent, bathing soap, shampoo, or toothpaste should be bought.

With more and more families moving away from the patriarchal joint family to the nuclear family system, today, women have an important say in deciding which house, car, AC, etc the family should buy.

ESSENTIALS FOR WRITING COPY FOR WOMEN:

1.

Women can be very tough customers: They need a strong reason to buy. Hence Dove, apart from giving an emotional appeal by saying ‘Dove takes good care of your skin, also gives a strong rational (logical) appeal by saying ‘because it contains 1/4th moisturizing cream’.

2.

Women are born competitors: Women like to play the game of one-upmanship. Which was tapped well by the detergent ad ‘Bhala uski sari meri sari se safed kaise?’. Women like to compete and be the best. Hence the tagline, ‘Taste mein best – Mummy aur

everest!’

3.

Women are emotional: Tell a woman that Kelloggs cornflakes ensures that her child gets all the nutrition he/she requires and she will buy it. Tell her Horlicks will make her child ‘taller, stronger, sharper’, and she’ll never forget to buy it every month.

4.

Women like to show they care: When the bread winner of the family, the husband gets too busy to care for his health, she takes it upon herself to care for him. Which is why she prefers ‘Saffola’ to other edible oils.

5.

Women like to be treated with care: Vim Bar says that it is delicate on the hands and women prefer it to other brands that ‘seem to be harsh’

6.

Women need appreciation: Hence, a detergent brand showed a wife who washes her husband’s clothes white, which helps him get a job. In return, she gets all the credit and appreciation.

7.

Women like to feel proud: In the ad for Everest Spices, when a North Indian woman serves her husband idli-sambhar, her husband asks his son, ‘Mrs. Reddy ne banaya?’ The child says, “Mrs. Mummy ne banaya”. And the woman is proud of her achievement.


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WRITING COPY FOR SENIOR CITIZENS

This section of the target audience belongs to the old generation and hence to the old school of thought. They like to give instructions and like to see them being followed. They don’t like being instructed. They have an inner urge to still command respect in the family and in their social circle. They’ve quit their jobs, lost the health and energy they had in their peak, but haven’t lost their dignity and respect.

They have to be treated with utmost care. Under no circumstances should they ever be offended.

ESSENTIALS FOR WRITING COPY FOR THE SENIOR CITIZENS:

1.

They are keen to retain their dignity and respect: One thing they would not like to lose at any cost is their dignity. This was captured very well by the brilliant campaign,

‘Sarr utha ke jiyo’ by HDFC Insurance.

2.

Retirement is not something negative: A character in an ad of ICICI Investment

Solutions says, ‘I’ve retired from my job, not from life’, which means that even after retirement, there is so much to look forward to in life.

3.

Keep the message direct: The over-50s are experienced consumers, so they don't want to read flowery language.

4.

They need a lot of information: Seniors have a lot of time on their hands. So your copy can be as long and informative as possible.

5.

Avoid depicting older consumers in a negative way: Even though they are not as active and healthy as they would like to be, they dislike ads that remind them of their problems.

6.

They want to enjoy life: They’ve done all the hard work. Now, is the best phase of their lives. After working hard and sacrificing for so many years, they have reached a level of financial comfort and a time in their lives where they can feel freer to spend money on themselves . . . because they've earned it.


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WRITING COPY FOR CHILDREN

Children represent an important demographic to marketers because (i) they have their own buying power either via their pocket money or the ‘Nag Factor’ i.e. by nagging their parents to buy a particular product, (ii) they influence their parents' buying decisions and (iii) they are the adult consumers of the future.

Parents today are willing to buy more for their kids because trends such as smaller family size, dual incomes and postponing children until later in life mean that families have more disposable incomes. Also, guilt plays a huge role in spending decisions as time-stressed parents substitute material goods for time spent with their kids.

FACTORS TO KEEP IN MIND WHILE WRITING COPY FOR CHILDREN

1. Pester power: ‘Pester power’ refers to children's ability to nag their parents into buying things. Creating pester power can be quite a powerful force.

2. Speak to both kids and parents: In case of products like chocolates, chewing gums, ice creams, toys, etc kids are the end consumers, but it is the parents who do the buying. Even in cases where they are not the end consumers, like mobile phones, cars, ACs etc, they are major influencers. So, ads should speak to both – the kids as well as their parents.

3. Keep the positioning simple and childlike: Compared to adults, kids are less capable of processing product information. Keep the positioning simple and childlike: The communication message must be based on simple ideas and appeal to the kids’ imagination.

4. Create a ‘fantasy land’:

Children are innocent and even believe in make-believe world. They love fictional characters like Harry Potter, cartoon characters like Mickey Mouse, Donald Duck, Doraemon and

Shinchan and superheroes like Krrish and Ra-One. If possible, use an already existing fictional characters or create one. Example: For the Boomer bubble gum ad, a superhero called Boomer Man was created and the jingle ‘Boom, Boom, Boomer!’ was penned.

5. Host selling: Advertisers not only feature cartoon or other characters from children's television programmes to gain their endorsement for their products (known as host selling) but they sometimes even place those advertisements in the breaks of the television programmes about those characters, thus blurring the distinction between programming and advertising and taking advantage of the affection children feel for those characters.

6. Use Fear appeal: Fears and worries are powerful emotions and marketers who can help comfort a child by resolving a fear will have gained a loyal patron.


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7. Free gifts: Kids are really ‘happy’ to get their favourite toys with their ‘Happy Meal’in

Mcdonald’s. Other examples of freebies that have helped drive sales are tattoos with a candy, toy cars with magi noodles and cricket bats with Milo.

8. Disclaimer: Children are big imitators. Copywriters should take care not to unfairly exploit this trait. An ad showing characters performing dangerous stunts, should have a disclaimer like ‘These stunts have been performed by professionals under expert guidance.

Please don’t try these stunts at home:

9. Create a positive influence: Young children have difficulty in distinguishing between advertising and reality in ads, and ads can distort their view of the world. Ads can influence them positively by highlighting the positive effect of friendship, kindness, honesty, justice, generosity and respect for others. At the same time, negative traits like lying, injustice, disrespect for elders, etc must be avoided.

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PRINCIPLES OF WRITING PRESS RELEASE COPY.

1.

UNDERSTANDING WHAT THE MEDIA WANTS

Generally, the media wants three things from a write-up for it to publish it: a.

They want news. b.

They want reader relevance. c.

They want fresh insights.

2.

Get a grip on the content. Be sure you have a clear understanding of your story and all the facts supporting it.

3.

Turn your content into compelling news. Explain ‘why it’s important’ to the editor’s readers.

4.

Ask pertinent questions that go to the heart of the story. Get answers to the following questions: a.

Who is your product/service (offer) useful for or meaningful to? b.

How and why is this offer used, deployed or valued? c.

How or where can the offer be obtained? d.

Who – Who’s involved? Includes both the readers or the audience for whom the story is relevant e.

What – The bulk of your press release – the ‘what’ – covers all the specifics of your statement


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5.

One of the easiest ways to liven up a Press Release and to give it added credibility is to include a direct quote from a person connected to the story. f.

Why – The key question is ‘why is this important?’

Explain the significance of your statement to the editor’s readers.

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CONSTRUCTING THE ELEMENTS OF THE PRESS RELEASE:

1.

FORMATTING THE ‘TOP’ OF THE RELEASE.

The press release begins with the ‘Release Date’ and the ‘Contact information – how can the editor/journalist contact the organization and to whom should they speak?’

2.

CREATING CATCHY HEADLINES

The headline should communicate the essence of the story in a short, interesting manner and should sound relevant to the publication’s readers.

3.

THE BODY COPY: This is the flesh and blood of the Press Release. This is where you include:

 The fundamental facts of your story – the who, what, when, where, why and how

 Present evidence that validates your claims by using testimonials, facts & figures.

Use ‘Subheads’ and ‘Quotes’ wherever possible.

The end of the release

The purpose of the close of the Press Release is to signal to the reader that this is the end of the release. You do this by adding a ‘boilerplate’.

Boilerplate’

A ‘boilerplate’ is a brief paragraph, with no more than two or three sentences, about the organisation represented in the release. This information remains the same in every press release your organisation produces, regardless of its contents, and it simply states ‘who you are’ and ‘what you do’.

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************************************* ALL THE BEST! *************************************


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