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Creative Approaches The Art of Copy writing Copy Testing and Diagnosis
Rational creative Approach
Comparative Advertising– it is a form in which two or more named or
recognizable brand of the same product class are compared and the comparison is made in terms of one or more product attributes.
– Comparison can be implicit or explicit.
Effectiveness of Comparative Ads
Lowers preference rating of comparison brands
Increases the perceived similarity without affecting preference
Comparative ads get more attention and higher recall
Direct or explicit comparative advertising can lead to consumer confusion
Misidentification
Small share follower firms should adopt comparative advertising– consumers put both the advertised and
compared to brand in the same consideration set
– New brand can gain instant recognition
Leader Vs. Follower
Comparative ads often fail to sway attitudes and preferences because it may gain notice but may be considered offensive, less credible and less informative.
Can result in counter arguments by the consumers.
Effects on Persuasion
Two sided ads are seen as more credible as they admit that the advertised brand also has certain shortcomings.
Two Sided Vs. One Sided Comparative Ads
Two sided ads are credible when
A) a relatively unimportant but not trivial attribute is chosen
B) Perceived to be negatively correlated with the attribute
with which superiority is claimed
C) Ones that would otherwise not gain customers notice.
Inoculative Advertising: Building Resistant Attitudes
How to keep loyal customers Loyal– show brand as enhancing self image or
ego– Inoculation
Explicitly or implicitly stating competitive appeals and then refuting them
Refutational Advertising
They are more stimulating than supportive messages
They refute counterclaims and therefore make competitive attacks less credible
Contain some supportive information e.g Calcium Sandoz Soft chew chocolate Captain Cook Salt
Why Refutational ads work
Most useful low involvement - Feeling Good category
Do not appear to be very useful in “high Involvement thinking” situations.
Emotional Creative Approaches
Endorsers enhance advertising readership
Endorsers can induce positive attitude change toward a company and its products; More credible the endorser, more persuasive his message.
Personality characteristics of the endorser gets associated with the brands imagery.
Using An Endorser
Use of Pictures or photographs to convey central idea with very little copy points.
The picture should “tell a story” Use picture of at least some or all of the
product.
Illustrating
Involves decisions on what identification marks to use– company or trade name– Brand name– Trade Marks
Illustrating
Desirable characteristics of a good Trademark
Should be– brief– easy to remember– easily readable and speakable– Easily adapted to any media– Suitable for export– Subtle– No unpleasant connotations– Lends itself for pictorialization
Layout
A layout activity involves bringing all the pieces together before production
Can be in any form:– primary Layout (rough)– Comprehensive Layout (detailed)
Layout
Headline Illustration Copy Identification Marks
Layout components
Five considerations in developing Print Ads
Balance Contrast Proportion Gaze Motion Unity
Five considerations in developing Print Ads
Balance: Decision between– Formal/Symmetrical or – informal/ Asymmetrical
• Formal balance has a strong sense of axis, or vertical line, with elements distributed evenly on either side of the axis
• Informal Balance has components arranged irregularly on either side of the imaginary line, has a dynamic feeling
Formal Vs. Informal An irregular shape has more weight
than a regular shape Dark has more weight than light Larger elements appear heavier than
smaller ones A shape with texture has more weight
than a smooth one. Color has more weight than non color
one.
Contrast
Using various sizes, densities, shapes, and colors to enhance attention value and readability.
Hue, Intensity, Tint, Shade, Value/tone
Proportion
Relationship of one element to the other
Gaze Motion and Sequence Direction Sequence direction means the way eye
is led through the layout, Common one is a ‘reverse S”.
Takes advantage of our natural propensity o read from left to right.
Unity
The qualities of balance, contrast, proportion and gaze motion is combined to develop unity of thought, appearance and design in the layout
Classification for print Ad layout Styles Picture Window: visual dominates other
elements and takes up two thirds or more of the space and is accompanied by small single line headline over limited copy.
Mondrian:– named after Dutch artist Piet Mondrian
whose painting consisted of squares of of unequal sizes of varied, pure colors.
– Style is logical, well organized and easy to follow
Grid: series of equal rectangles Type Specimen:
– large headline with little or no art
Copy Heavy: Big headline, long copy and small or no illustration
Frame offbeat arrangement in which visual frames the copy or copy frames the art
Circus: combination of art and copy mixed in orderly confusion
Silhouette : image usually large without a background and type follows the lines, white space is used for dramatic emphasis.
Multipanel: looks like comic strips Rebus: photographs, illustrations or
diagrams are inserted into the copy which is usually quite long
Types of television commercials
Story Line Problem- Solution Cronology Special effects Testimonial Satire Spokesperson
Demonstration Suspense Slice of life Analogy Fantasy Personality/ celebrity
Read excerpts on Creative Styles
followed by the veterans in advertising
Page 439 to 457
Advertising Copy Testing and Diagnosis
Think of an ad not as what you put into it, but as what the consumer takes out of it.
Rosser Reeves
Copy Testing Strategy
Factors to be addressed in Copy Testing
1. Whether or not to test
2. What or when to test
3. What criteria or test to use
Should you test copy?
Copy testing involves Time cost and Money Costs, therefore should be done when:
New product entry and when too much is at stake
When and what should you test
When– In the beginning of the creative process– End of the creative process(at the layout
stage)– End of the production stage– After the campaign has been launched
Pretest
Posttest
Testing at the beginning of the creative process involves– Qualitative Research such as focus group
interviews to get reactions to copy ideas.– Test the rough mock ups of the finished
copy . animatics, photomatics etc
What criteria should be used
There are five criteria or categories of response
1. Advertisement Recognition
2. Recall of the commercial and its contents
3. Persuasion (attitude change)
4. Purchase behavior
5. Affect on brand loyalty or the amount of product or service consumed
Recognition
Can recognize an advertisement as one they have seen before.
It is the minimal test of effectiveness High recognition scores are easier to
attain than high recall.
Examples of Recognition Testing
Bruzzone Research Company (BRC tests of TV Commercials.– Questionnaires mailed to 1000
respondents with a dollar bill enclosed.– At the top is the recognition qs.– At the bottom is the brand association qs.
Communicus uses recognition measures for Tv or radio commercials
On TV– Respondents shown brief edited portions,
excluding advertiser identification– Asked to indicate if they have seen or
heard before– Identify Advertiser– play back other identifying copy points
Starch INRA Hooper Respondents taken through a
magazine, and for each ad, asked if they have seen it in the issue. Three measures are generated– Noted– seen Associated– Read Most
Recall
Refers to the proportion os a sample audience that can recall an ad
Two types of recall– Aided recall– Unaided recall
TV recall tests Day After Recall (DAR) is an on air test
where the commercial occurs in a natural realistic in-home setting
DAR is the percentage of those who were watching the show in which the commercial was shown and recalled something specific, such as– Sales Message– Story line– The plot– Some visual or audio element
Percent proven recallPercent related recall
Recall percentages are compared against norms
Tests also provides specific verbatims DAR is an On Air test In Print
– Place a magazine with its 150 regular readers and ask them to read in a normal manner
– Next day ask them to describe ads for any brands of interest
Similarly with Radio
Problems with Recall Scores DAR is much lower for Feelings commercial
– Recall goes up if prompted by the description of an opening scene for emotional ads
DAR score is affected by the liking and nature of the program
DAR score vary with the nature of the consumer being tested I.e. a recent purchaser and an unlikely target
Practically no association between recall and measures of persuasion or sales
Persuasion
Forced – Exposure Brand Preference Change– The Mc Collum/Spielman test uses 450
person sample, spread over 4 geographically dispersed location.
Respondents recruited by telephone to a central location to preview TV programming
Seated in groups of 25, they respond to a set of demographic and brand product usage qs.
Performer A
Performer B
T
1
C T2
C T3
C T4
Performer C
Performer
D
C= Constant CommercialsT= Test Commercials
Gather audience reactions Unaided brand name recall test for
clutter awareness score (C/A) Second exposure of the test
commercials surrounded by program material. (A/S)
Program
Intro
T
1
Program T2
Program T3
Program T3
Program
An attitude shift (A/S) measure is obtained Finally Diagnostic questions are asked:
– Comprehension of message slogan– Communication of secondary copy– Evaluation of demonstrations, spokesperson,
message– Perception of brand uniqueness/ brand
differentiation– Irritating or confusing elements– Viewer involvement
The Buy Test Design of the Sherman Group Involves respondents, recruited and exposed
to advertising in shopping malls A series of unaided questions on
advertisement and recall, classify individuals into three groups– Recall/ Understand Group– Involvement Group– Buying Urgency group
On -Air Tests: Brand Preference Change Mapes and Ross test – measure pre and post
brand preference change)– Commercials aired on a pre-selected prime time
position– Sample size 200– Respondents provide unaided brand awareness
and brand preference for a no. of different product categories
– The day following exposure, respondents again answer brand preference and DAR Qs.
Purchase Behavior
Checks actual brand choice in an in-store, real world setting
Tests affects of exposure on actual purchase behavior
There are two well known tests– Coupon Stimulated Purchasing
• Split Run Tests
– Split Cable Testing
Split Cable Testing is the ultimate in testing validity because it allows the advertiser to control experimentally the effects of other marketing mix elements and accurately measure the effect of advertising on short term sales.
Measuring Increases in Loyalty and in Consumption frequency Normed Vs Customized Measure of
Effect
Diagnostic Copy Tests
1. Qualitative Research- focus group research
2. Audience impressions of the Ad
3. Adjective Checklists
4. Copy-Testing Emotional Response
5. Physiological Measures1. Eye Camera2. Pupillometrics3. CONPAD (Conjugately Programmed
Analysis of Advertising)4. Brain Waves
6. On-Line monitoring of Commercial Response
Tracking Studies
After the campaign is launched, study its effectiveness
Selecting Copy Tests- Validity and Reliability Appropriate Copy-test Measures
– Should be guided by the riskiness of the decision involved
Competitive Context Target Market Reactivity Rough Versus Finished Number of Exposures Natural Versus Forced Exposure Copy Test Reliability
Copy Test Sensitivity and other considerations
Sensitivity Independence of Measures Comprehensiveness Relationships of other tests Acceptability
PACT (Positioning Advertising Copy Testing) Principles Developed by a coalition of 21 Ad agencies in 1982 A good copy testing systems
– Provides relevant measurements for the objectives of the advertising
– Is one which requires agreement about how the results will be used in advance of each specific test.
– Provides multiple measures– Based on a model of human response I.e. the
reception, comprehension and response to the stimulus.
Allows for consideration of whether the advertising stimulus should be exposed more than once.
Recognizes that the more finished the piece of copy is the more soundly it can be evaluated
Provides controls to avoid the blasing effects of the exposure context
Takes into account the basic considerations of sample definition
It should demonstrate reliability and validity