ABM – SESSION
10
BEST IDEAS COME AS A JOKE. MAKE YOUR THINKING AS
FUNNY AS POSSIBLE – DAVID OGILVY
Layout of ad
is usually this
as it follows
the
Direction of
Eye
Movement
LAYOUT
• Blueprint or a map to roughly lay, position & size
various print elements
• Several layout formats possible
- Around an Axis
Combination of
small pictures
Cluttered with
lot of graphics
Jigsaw puzzle
Order of some kind is helpful
Visual path usually top to bottom – elements to follow the
visual path
Contrast – white over black and black over white more
attention grabbing
Unity – it is the opposite of contrast – a cohesive look
works
Closure (Gestalt Principle) – missing objects will be filled
Similarity of visual characteristics – will be grouped
together mentally
Proximity – objects put closure together will be perceived
as similar
Figure and ground – similar together as figure unrelated as
ground
Continuity – eyes continue to move in a direction until
something contrasting breaks the continuity
HEADLINES
• Main text of an ad that primarily:
–Grabs readers’ attention, and
–Summarizes the selling proposition
• Benefit, news and factual headlines – the 3 most popular
types
OTHER DISPLAY COPY
• Subheads or Captions:
Headings that break up large blocks of text
• Taglines or Slogans:
Catchy and memorable phrases to conclude and
wrap up an ad idea
Body Copy :
• Main text of an ad & Completes the message presented by a
headline
COPYWRITING APPROACHES
Customary Approach-
miniature essay type ,
Story Approach- narrative
– first person or third
Dialogue
focus on headline points person Approach
Bulleted Approach – Poetic Approach- use of
creates a roaster of lyricism and fantasy of
product advantages poetry
VISUALS
• First element that reader notices in a print ad
• Grabs attention, conveys the message,
demonstrates use, displays the product…
SOME TYPES OF VISUALS
Ills of not using Before-after Visual goes alone
product
Metaphor for Snapshot of product
product
DESIGN IN PRINT
• Layout is Art Directors blue print, design is the functional and
aesthetic embellishment. It is a graphic representation of or
creative arrangement of details. A good design should
communicate clearly, quickly and effectively
COLOUR
• Grabs attention,
sets a mood, builds
brand identity,
provides realism…
TYPOGRAPHY
• Decisions regarding typefaces, point size, line length, leading,
letter spacing, etc.
• Lettering has a functional & aesthetic role
• Fonts too have personalities
THE TYPEFACE FAMILIES
PERSONALITY?
RADIO
• THE THEATER OF THE MIND
• A portable & personal medium
• Usually part of a larger media mix
• Scriptwriters can make audiences ‘see’
• Better for Right Brain Engagement ( the
creative, artsy, feeling side of the brain)
THE TOOLS OF RADIO
• Voices
• Sound Effects
• Music
IMAGERY TRANSFER
• Transmitting visual elements of a television commercial
into the listener’s mind
• Examples ?
TIPS FOR GOOD SCRIPT WRITING &
PRODUCING FOR RADIO
• Using the right voice
• When you have nothing to say – sing it
• Make one point – focus on one strong differentiator
• Stick to the IMC campaign theme – radiotize it !
• Humor & Fear appeal to be used prudently
• Create sonic brand elements –sound logo; jingles etc.- to be used over a
period of time
•
POPULAR STRUCTURES OF
RADIO COMMERCIALS
One Voice Dialogue Multi-voice Celebrity
Continuing Audio Sounds &
Interviews
Character Demonstration Music
Vignette Case History
TELEVISION
THE ALL MIGHTY MEDIUM
• Sight, sound, motion,
emotion, progression
• Larger than life
ELEMENTS OF TELEVISION
• Audio
–Voices, sound effects, music
• Video
• Text
MAKING A TVC
Review the Think Use
Brief Pictures Narrative
Produce the Prepare a Write a
TVC Storyboard Script
Edit/Post-
prodn Work
Costumes
Props
& Makeup
Casting Art
Length Lighting
Setting Pacing
Camera
Scenes & Production
Shots &
Shots Decisions
Moves
EVALUATING CREATIVES *
• Concept Testing: Assessment of potential creatives
• Copy Testing: Assessment of creative achievement
*The word creative when used as a noun refers to an actual
advertisement
COPY TESTING
• Communication research is performed during creative development and is
diagnostic in nature
• Copy testing takes place after creative developments using actual ads, and is
evaluative in nature (more and more MR firms are treating Copy Testing as
diagnostic, as a follow up to concept testing, making it more like
communication research)
• Independent marketing research companies specialize in copy testing, and have
established a set of norms upon which go/stay decisions are made
• The majority of copy testing is done on television advertising – Why ?
KEY DECISIONS REGARDING COPY
TESTING
• Place: in home viewing or out of home
• Number of exposures before data collection
• Some of the Key measures:
– Recall
– Message communication
– Persuasion
• Purchase intention
• Brand Attitude
– Ad attitude
– Et cetera
KEY MEASURES
• Intrusiveness: measure of the ads ability to break through the clutter and
earn a place in the consumer’s mind
– Unaided recall – correct brand
– Proved unaided recall
– Proved brand aided recall
• Communication: is the lead idea getting communicated ?
• Persuasion: ad’s ability to generate favorable brand attitudes
– Purchase intent
– Standard brand attitude measure
• Commercial Reaction
– Standard ad attitude measures
TYPICAL STRUCTURE OF TELEVISION COPY
TEST
• Show a sample of 200 respondents a 30 minute program with test ad imbedded
• Program is broadcast on a cable channel so respondents may view the program in
their homes
• The day after viewing, respondents are contacted and asked questions regarding copy
testing measures
• This may be both aided and unaided recall
• Purchase intent can be ascertained with a pre-post exposure measurement
– Prior to watching, respondents are asked what brand they are likely to purchase
next time
– After exposure, respondents are asked what brand they would like for free
COPY TESTING PRECAUTIONS
• Methodology should be as close to “real world” as possible
• Using multiple exposures and collecting different data after
each exposure allows identification of long term effects
• Responses are more valid when exposure occurs without
respondent knowledge of participation
