Key Elements to Print Ads
• Copy
– headlines• indirect - questions, provocation
– subheads - a “kicker”, smaller than headline, larger than body copy
– body copy, the captions, slogans or taglines
Key Elements to Print Advertisements
• Art/Visuals
– visual elements
• illustrations, photography, logotypes, signatures, layout itself
Illustrations And Visuals
• along with the headline - most likely to stop the reader
• pictures are worth a thousand words
• gradual shift away from copy only ads
• shift represents power of visual
Design Principles
• Balance– optical center– formal balance - symmetry– informal balance
• Movement– z-pattern– Guttenberg diagonal
• Continuity• same tone. design format, consistent slogans
Design Principles• Proportion
– space according to importance• avoid monotony and consistency
• Contrast– reverse the ad and print– borders
• Focal Points– main product benefit, draw in the reader, can be copy or
visual
• Emphasis
Design Principles• Unity and Harmony
– Unity• singular impression, ad conceived in its entirety
• use borders to hold together
• Overlap/avoid visual confusion
• use of white space
– Harmony• All elements must be compatible (strips and
plaids with solid colors
Psychological Impact of Color
• Red - symbol of blood and fire; 2nd favorite; denotes action, strong masculine appeal
• brown - also masculine, associated with the Earth, woods, age, warmth, comfort
• Yellow - eye catching, good with black
• Green - symbol of health and freshness; mint products, soda
• Blue - coldest color with most appeal; frozen foods, in lighter tones viewed as sweet
• Black - sophistication, high end; background
• Orange - most edible color
Creativity
• Can yield parity for brands
• not sufficient alone – vampire creativity
• Successful when combined with relevance, surprise and emotion
Creative Pyramid• Attention - the ad is a stimulus - break
through the psychological screens
• Interest - keep the prospect excited - add facts related to the headline
• Credibility - back up claims with facts; well - known presenters
• Desire - want prospects to picture themselves enjoying the benefits!
Content Approaches• Informational
– messages built on logic or fact• Emotional
– built on psychological appeals such as fear or love
– Image Appeals• linking image or products to lifestyle
Types of Rational Appeals
• Feature
• Competitive advantage
• Favorable price
• News
• Product/service popularity
Continental AirlinesAvis vs. Hertz
Wal-MartQuaker OatmealFord Taurus
Irwin/McGraw-Hill ©The McGraw-Hill Companies, Inc., 1998
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Emotional Appeals• Based on psychological
states– sex– status/image– fear– belongingness– pleasure/self
• commercials are excellent for emotional appeals
Use of Celebrities as Sources
• Attractiveness– encompasses
familiarity, likability and similarity
– Persuasion occurs through identification
• motivated to seek relationship, so adopts similar attitudes, opinions, beliefs
Problems with Celebrities• Overexposure
– Michael Jordan, Bill Cosby
• Overshadowing the Product– Remember the product as well as the star at the
end!
• Target Audience’s Receptivity– especially problematic with educated target
• Risk– personal behavior and issue
Use of Experts or Man on the Street Endorsers
• Source Credibility– extent to which the
recipient views the source as having relevant knowledge, skill and experience
• Persuasion occurs through internalization
• Trustworthiness and Expertise Factors
• Source Power– source can administer
punishments and rewards to the receiver
• Persuasion occurs through compliance
• Compliance much more difficult to apply in non-personal situations - why?
Advertising ExecutionAdvertising Execution
• Straight sell or factual message
• Scientific/technical evidence
• Demonstration
• Comparison
• Testimonial -Experts or Unknown Man on the Street
• Slice of Life - package goodsIrwin/McGraw-Hill ©The McGraw-Hill Companies, Inc.,
1998Slide 9-4
Advertising Execution (cont.) Advertising Execution (cont.)
• Animation - Green Giant, Claymation Raisins
• Personality symbol - Mr. Whipple, Tony the Tiger
• Fantasy - escapism
• Dramatization
• Humor
• Combinations
Irwin/McGraw-Hill ©The McGraw-Hill Companies, Inc., 1998
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Creating Effective TV Commercials
• Begin at the finish! Concentrate on the final impression desired.
• Attention grabbing opening
• Use a situation that grows naturally out of the sales story
• Keep it simple
• Concise audio copy
• Be conversational and fresh
• use believable drama
Criteria for Evaluating Creative Approaches
Criteria for Evaluating Creative Approaches
• Is the creative approach consistent with the brand's marketing and advertising objectives?
• Is the creative approach consistent with the creative strategy and objectives and does it communicate what it is supposed to?
• Is the creative approach appropriate for the target audience?
• Does the creative approach communicate a clear and convincing message to the customer?
• Does the creative execution overwhelm the message?• Is the creative approach appropriate for the media
environment in which it is likely to be seen?• Is the advertisement truthful and tasteful?
©The McGraw-Hill Companies, Inc., 1998
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