04/07/23 VB

Ad Execution

04/07/23 VB

Ad Message Presentation

1. Factual message or straight sell (Gillete)

2. Scientific or technical evidence (Complan)

3. Testimonial

4. Demonstration

5. Comparison

6. Slice of life (Clearsil,pepsodent)

7. Life-style

04/07/23 VB

Ad Message Presentation

8. Fantasy

9. Animation

10. Dramatization

11. Humour

04/07/23 VB

Creating Print Ad

04/07/23 VB

Headline

• Words in leading position in Ad

• To attract attention, get readers interested and lead them to entire ad message

• Effective headline

– Short ,simple

– Include invitation to prospect ,product benefits, brand name, interest provoking idea

– Selective words, action verb, furnish enough info.

04/07/23 VB

Subheads/Body copy/slogan/logo

• Subhead – additional smaller headline above or below headline

• Body copy – main text portion

• Slogan – Diamonds are for ever, Just do it

• Seals, logos – ISI,ISO ,Brand logo

04/07/23 VB

Visual Elements

• Capture attention

• Clarify claims

• Identify subject

• Show product in use

• Arouse reader’s interest

04/07/23 VB

Layout

• Picture window – visual occupies 60-70% space

• Panel or grid – number of visuals of proportional sizes

• Dominant – emphasize the type or headline is treated as type art

• Silhouette – White space surrounds main elements

• Frame – Copy is surrounded by visual

• Circus – art, type,color

• Non-linear – can be read starting at any point in the image

• Grunge – reflects what is presumed to be a generation X inspired lack of concern for formalities of art, design and legibility

04/07/23 VB

04/07/23 VB

04/07/23 VB

04/07/23 VB

04/07/23 VB

04/07/23 VB

04/07/23 VB

04/07/23 VB

Creating TV Commercial

04/07/23 VB

TV Commercial

3 Phases

• Preproduction

• Production

• Postproduction

04/07/23 VB

TV Script

• Product – Vicks vaporub

• Execution – Birthday

• Length of commercial – 30 secs

Video Audio

Drenched boy with flowers Boy sneezes as mother opens door

Mother : Your cold got worse. Why for heavens sake..

Boy : Happy birthday Mummy

Mother applies Vicks Female voice over : Vicks vaporub works two ways

04/07/23 VB

TV Commercial

04/07/23 VB

Creating Radio Commercial

04/07/23 VB

Guidelines for Radio Copywriting

• Sound effect can be used to attract attention

• Describe why product is better than other similar solutions

• Emphasize rational & emotional benefits of owning the product

• Selling points that deliver desired benefits

• Communicate enjoyment that comes from ownership

• Mention disad of not owning the product

• At end, close with product theme or punch line, and invite to act

• KISS ( Keep it simple & short)