Advertising SEM IV Module IV Dr Jayashri Kulkarni

Advertising SEM IV Module IV Dr. Jayashri Kulkarni

Elements of Copy • • • Copy: Basic design of the Advertisement. Parts/ Elements: Main Head Line : top, bold Sub head line: below to main HL Over line: above the main H L Illustration: visual/ picture--most Caption: Body Copy : text, content: Slogan: Jingles: small, catchy phrase Brand Logo: company: sign of corporation Signature: ad agency

Essentials /principles of a Copy • • • Precise: concise Complete: objective Attractive Clear Simple Specific Personal Touch Realistic Believable Interesting Surprise element

Types of a Copy • Hard sell: direct benefit • Soft sell : abstract, indirect • Testimonial: personality • Descriptive: long • Precise: small, less parts • Institutional : corporate • Educational : awareness , social advt. • Humorous: jokes, cartoon • Topical: current issue, festival/ happening

Types of Copies • Compare & Contrast: before & after use of a product • Dialogue: conversation • Questioning : reason why • Reminder: precise, existing brand • Conditional:

Lay out—printed advt. • Outline of a Copy • Dress up of a Copy Considerations: Size of a Copy. Border. No. of parts. Location of every part. Size of every part of a Copy. Style of lettering. Space between two parts etc.

Principles of Lay out of a Copy • Atmosphere • Balance • Contrast • Dominance • Eye Movement • White Space: blank space • Simplicity • Continuation • Legibility

Illustration • Visual or Picture in a Copy • Photo/ sketch/situation/scene/Personality/ Brand/ Company/ Symbol/ Sign/ Chart/ Diagram/ Table/ Graph

Functions of Illustrations • Attraction • Information • Support Head Line • Memorable • Demonstrate the product • Secure action

Types of Illustrations • Product alone • Product in use • Product in background • Personality • Charts • Graphs • Diagram • Cartoons • Before n after use

Execution Styles • Hard Sell • Soft Sell

Presentations • Dramatization • Animation • Testimonial • Demonstration

Few Concepts • Jingles • Story Board: TV : audio, visual • Audio: music, features, uses, comparison, brand name, dialogue, Tag line • Visual: Animation, characters, product, scene, situation, price, offers, discounts, personality.

evaluation OF EFFECTIVENESS OF AVERTISEMENTS • Pre testing: before releasing the Advt. : TO CONFIRM • Self check, self confidence, impression , to avoid wastage of money, energy, talent, to correct it goes to people • Post testing: after releasing the Advt. feed back : assess urself, weakness, to improve, next campaign improvement

Evaluation of advt. Pre Testing & Post Testing techniques Pre testing Post testing • Check List • Consumer Jury: scientific : • Inquiry • Sales Area • Others: projective • mechanical • Portfolio • Recall : Aided, Unaided • Readership : Noted, Associated, Read Most • Sales Technique • Inquiry • attitude