CU-BBA -SEM III-Advertising Management- Second Draft

The culture in which we work has a significant impact on all of us. When we identify with a specific societal division, it has an effect on our outlook on life, our perception screens, and, ultimately, the goods we purchase. Societal Divisions: The Group We Belong To Traditionally, sociologists divided communities into social groups such as higher, upper- middle, lower-middle, and so on. Reference Groups: People We Relate To The majority of us are concerned with how we look to people whose views we value. We may also model our behaviour after members of some of the organisations in which we are affiliated. Personal or impersonal reference groups exist. Our peers, a special reference community, have a huge impact on what we believe and how we act. They are the ones who decide which brands are cool and which aren't. We may choose to wear a particular style or brand of clothing, or to live in a specific place. Frequently, a person is affected by two comparison groups in opposing directions and must choose between them. A local apartment complex could successfully employ the appeal of reference groups in advertising targeted to students by showing students splashing in the complex's pool. Opinion Leaders: The People We Trust An individual or organization's opinion leader, whose views or attitudes are valued by people who share a common interest in a particular activity. A trustworthy expert or a wise friend may serve as an opinion leader. As a result, marketers value opinion leaders' buying preferences and testimonials. Advertisers must fully consider the brand's target market before selecting an opinion leader as a spokesperson for a company or product. A spokesperson who is out of touch with the consumer jeopardises both his or her own and the company's reputation. 9.4 THE INFLUENCE OF CULTURE AND SUBCULTURE The customer is influenced by culture in a powerful way. A homogeneous group's entire collection of values, behaviours, and ways of doing things is referred to as culture, and it is usually passed down from generation to generation. And it's much simpler for marketers to deal with these preferences rather than attempt and alter them. Many subcultures exist in the United States and Canada, some of which are very broad. They may be based on nationality, religion, language, or proximity to each other. In fact, the United States is a melting pot of minority subcultures. Subcultures have a tendency to pass on their ideals and beliefs from generation to generation. Consumer preferences for clothing, food, beverages, transportation, personal care items, and household furnishings, to name a few, are influenced by racial, religious, and ethnic 151

backgrounds. As more marketers realise that tailoring appeals to minorities makes good business sense, many advertising agencies have specialised in minority markets. In conclusion, many interpersonal variables have an effect on customers. They have a major impact on our mental files, screens, and buying decisions. Knowledge of these interpersonal forces aids domestic and foreign advertisers in developing the tactics that underpin much advertisement. 9.5 NONPERSONAL INFLUENCES ON CONSUMER BEHAVIOUR The most critical non-personal factors, such as time, place, and climate, are usually beyond the control of the user, but not always of the advertiser. Time A special weekend sale could be just the thing to break through customers' perceptual barriers and entice them into a shop. However, it would be a waste of advertising rupees to run an ad for that Sunday evening sale. Place And if we plan to buy anything, we can hesitate if we don't know where to buy it or if it isn't available in a convenient or desired spot. The marketing mix is incomplete without distribution. Environment Many factors influence purchasing decisions, including ecological, social, political, technological, fiscal, household, and point-of-sale place, to name a few. An attractive show near the cash register, on the other hand, can boost sales of low-cost impulse products. advertisers must understand how the buying environment influences the consumer's decision- making process. International Environments The buying climate is a major concern for global marketers. Marketing operations are the most vulnerable to cultural errors in any business activity. Marketers must consider a variety of factors when designing advertising for international consumption, including cultural patterns, societal norms, changing fads, consumer dynamics, product demands, and media networks. The demand for luxury goods is poor in countries where people earn little money. Similarly, the state of technological growth has an effect on economic and social circumstances, as well as the opportunities for certain product and service advertisers. Advertisers of low-cost, imported computers, on the other hand, could do exceptionally well. The political climate has an effect on media availability. 152

9.6 OTHER ACTION-ORIENTED COMMUNICATIONS Retail Advertising Retail advertisement, or retail advertising, is another example of advertising with direct, action-oriented goals. The best retail ads are those that give the customer a lot of detailed details so that he or she can see right away that they need to go to the shop. It's also crucial to convey a sense of immediacy and urgency by emphasising that the availability is \"for a short time only.\" Although there is unlikely to be much of a carryover impact from advertising a single storewide sale, retail marketers are very careful that each retail ad suits and enhances the store's specific long-term picture. An appropriate behavioural goal for ads for durable goods, such as large appliances and cars, may be to entice consumers to visit a dealer's showroom. In such cases, “traffic-building” advertisement becomes critical, and the advertising must elicit a clear sense of interest, curiosity, and urgency in the reader or viewer to encourage them to visit the shop. Cooperative Advertising Cooperative advertisement is a condition that is closely similar to retail advertising, in which a manufacturer gives retailers an advertising campaign to run. The software may provide suggested ad formats as well as resources for creating actual advertisements. It also contains demands or mandates that the store stock certain amounts of products and use certain displays. There are three different forms of cooperative advertising: (1) Horizontal (2) Vertical (3) Ingredient Producer Co-Op is a cooperative of ingredient producers. Part of the aim of cooperative ads is to increase short-term sales. Cop-op advertisement, on the other hand, has longer-term goals, such as reinforcing the initial manufacturer's or service provider's brand reputation and maintaining the production company's influence with the retail trade. Small retailers' lack of control over the creative content and media placement of co-op advertisements can lead to a lack of brand continuity and even the development of negative associations with the brand, potentially harming the brand's equity. Such creative control can be achieved by supplying promotional slicks to the local retailer, which can then be personalised while remaining consistent with the brand's national strategy. A marketer is 153

always tempted to spend more money on cooperative ads rather than national advertising. The marketer must decide whether or not the product would benefit from being associated with the image of a shop. The need to obtain or extend distribution must also be considered by the advertising planner; a high need usually necessitates higher co-op allowances. In addition, there are legal and logistical requirements to be met. If a co-op scheme is closely supervised, the benefits to the manufacturing business are likely to be greater. It's also important to note the logistical pressures of a co-op programme: statements must be registered. Reminder, Point-of-Purchase, and Specialty Advertising Advertising's primary function is often to serve as a reminder to purchase and use the brand. The brand may be well-known and have a strong, consistent picture. Reminder advertising is then used to encourage immediate purchase and/or use in order to counteract competitive inroads. Advertising that serves as a reminder can be done in a variety of ways. For starters, it can raise brand awareness, raising the likelihood that the brand will be added to a shopping list or bought on the spur of the moment. A media campaign that aims to increase or sustain top-of-mind awareness through reminder ads might use shorter ads with a high frequency or use reminder-friendly media like outdoor billboards or public transportation. In addition, specialty ads, which consists of useful goods given away for free to customers and bearing the manufacturer's name and related details, is often effective in such circumstances. These specialty advertising products are typically managed by specialty distributors or specialty advertising agencies, rather than conventional advertising agencies, since they are manufactured by supplier companies. Reminder ads can increase motivation for the use of a product class as a whole, in addition to retaining top-of-mind exposure for a specific brand. In-Store Advertising and Merchandising In-store advertising is a rapidly expanding field of advertising, thanks to marketers' the recognition that most customer decisions on which brand to purchase are made after they enter the store and search the products on the aisles. The merchandising environment is another form of in-store communication that is often overlooked. Store displays that are creative and attention-getting can do a lot more than just stock the product: they can dramatically increase the sense of curiosity about the product and contribute to a lot more customer interest in it. 154

Industrial Marketing: Sales Leads Industrial marketing is similar to consumer durables marketing in that ads seldom results in sales. Rather, a salesperson is typically expected to provide information and manage the transaction's data. In this case, advertising will allow the engineer or potential customers to show interest in the product by returning a card with a request for more details. This telemarketing call will frequently result in a sale. The salesperson then follows up on these leads by calling the prospect, discussing his or her needs, and attempting to \"close\" the sale. 9.7 PUBLIC RELATIONS Since customers are bombarded by so much ads these days, they often try to stop it and are wary of it when they do. More and more businesses are devoting a portion of their communication budgets to the use of public relations (PR) for marketing purposes in order to target these hard-to-reach audiences and communicate messages to them in a way that is more convincing partially because it is conveyed more subtly. Public relations is typically thought of as a means to improve a company's public image in the eyes of stakeholders such as the government, shareholders, and staff, as well as a way to combat negative publicity. Although corporate reputation and crisis communications are still important uses of public relations, it is increasingly being used in the form of marketing public relations. Event and Sports Marketing Ed. Bernays, widely regarded as the father of modern public relations, orchestrated the festivities for the fiftieth anniversary of Edison's invention of the light bulb, in which then- President Herbert Hoover and millions of others turned on their electric lights after an NBC announcer gave the signal. Cause-Related Marketing Pampers diapers are given away for free at state and county fairs around the country, allowing the company to gain not only exposure but also goodwill. Card members are encouraged to \"charge against hunger\" by donating a few cents from every card transaction to hunger-relief organisations. 9.8 CONSUMER DECISION MAKING PROCESS The customer decision-making process entails identifying needs, gathering information, evaluating alternatives, and finally making a purchase decision. Consumer behaviour is 155

affected by environmental factors such as social and cultural beliefs, as well as economic and psychological factors. Market decision-making is a complicated process that includes everything from recognising an issue to post-purchase activities. Every customer has different needs in their everyday lives, and it is these needs that drive them to make different choices. Decisions can be difficult to make because they include comparing, reviewing, choosing, and buying a range of items based on a consumer's perception of a specific product. Understanding and realising the fundamental issue of the customer decision-making process allows advertisers to differentiate their goods and services from those of their competitors. Consumers go through the following steps in their decision-making process:  Problem Recognition  Information search  Evaluation of Alternative  Purchase decision  Post-purchase satisfaction or dissatisfaction This process depicts a consumer's actions when purchasing products or services. Each of these stages represents a different customer goal. Problem Recognition When a customer accurately decides their needs, this is known as need identification. Consumers may feel as though they are losing out on something, and the problem must be addressed in order to close the gap. Businesses may take advantage of the perfect opportunity to sell their products if they can predict when their target group begins to create certain needs or desires. A person who buys water or a cold drink, for example, recognises thirst as a need. However, there is no looking for facts or comparing alternatives here. When purchasing an expensive brand such as vehicles, computers, or cell phones, these customer decision-making measures are considered critical. Information Search When buyers demand more and more information about goods that can meet their needs, the information quest stage in the buyer decision process continues to evolve over time. Information can also be gained by product reviews from people who have used the product before. 156

At this stage, customers are more likely to think about risk management and make a list of a brand's features. This is done because most consumers do not want to be disappointed with their purchase. Information about goods and services can be found in a variety of places, including:  Commercial sources: advertisements, promotional campaigns, sales people or packaging of a particular product.  Personal sources: The needs are discussed with family and friends who provided product recommendations.  Public sources: Radio, newspaper and magazines.  Experiential sources: The own experience of a customer of using a particular brand. Evaluation of Alternatives This move entails weighing the pros and cons of various market options as well as the product lifecycle. If the consumer has decided what will meet their needs, they will begin looking for the best solution available. This assessment may be focused on a variety of factors such as quality, price, or any other factor that is relevant to customers. They can compare prices or read reviews before deciding on a product that best fits their needs. Purchase Decision When all of the preceding phases have been completed, the consumer is ready to make a purchase decision. At this point, the customer has weighed all of the evidence and reached a rational decision that is based on marketing message impact, emotional associations or personal experiences, or a combination of both. Post Purchase Behaviour The purchasing of a product is accompanied by post-purchase review, which entails determining whether or not the product was beneficial to the buyer. If the product meets the customer's needs, they can become a brand ambassador who can affect other potential customers, thus increasing the brand's customer base. Bad interactions are the same; however, they may put a stop to potential customers' interest in the product. 9.9 ADVERTISEMENT RELATION WITH CONSUMER BEHAVIOR There is a clear connection between advertising and consumer behaviour. Advertisement's function is to influence the consumer decision-making process and consumer decisions at all stages based on marketing and advertising objectives. Advertisers use a variety of platforms to attract customers at various times. They will reach out to customers via social media, television, radio, newspapers, and even printed materials. Depending on the demographics and characteristics of the customers, each channel may have 157

a different impact on their actions. These various channels also have different effects depending on the consumer's decision-making level. Advertisers research customer behaviour not only to reach them, but also to obtain input and responses to the goods they are selling. Advertisers would be able to develop more efficient ads for future promotions, as well as better targeting and messaging to consumers, through acknowledging these reactions. 9.10 ADVERTISEMENT EFFECT ON CONSUMER BEHAVIOR Advertisement is often aimed at persuading consumers to buy a product in the first place. Advertisers track customer behaviour in order to influence their purchasing decisions. As a result, marketers must tailor their messages to each stage of the consumer's decision-making process. A customer seeks information, and an advertiser is someone who provides all of that information to a consumer, but only for a particular product. 9.11 ROLE OF ADVERTISEMENT IN EACH STAGE OF THE CONSUMER DECISION-MAKING PROCESS Advertisement role in problem recognition The problem recognition step of the consumer decision-making process is when customers recognise their needs and begin looking for ways to meet them. Food, water, shelter, clothes, sanitation, education, and healthcare are all basic human needs that can be linked to the issue that causes the need and desires. The user is generally aware of the issue when they are unhappy with their current situation in one or more of their basic needs. The issue may also be caused by a desire for a higher degree of fulfilment by luxury desires. Advertisers have discovered that creating needs and wants is extremely beneficial, especially with creative and new products on the market. An advertising position in transferring the idea of using a car as a mode of transportation to be a better life need and a symbol of social level is an example of advertisement in need and want development. Advertisers use both logical and irrational advertising at this time. The rational advertising aids in the creation of the advertised product's needs, while the unreasonable advertisement aids in the creation of the advertised product's wants. Advertisement role in information search When an issue is identified, a customer begins looking for answers. In this step, the consumer's task is to gather all of the necessary information to assist him in solving his problem. Advertisers concentrate on fair ads during this process to help customers understand how the marketed goods help them solve their problems. Consumers at this point are perplexed by the numerous options available, and comparing them to determine the best option is a difficult job. Advertisers use informational advertisements to reach customers and 158

provide a shortcut to particular goods. Advertisements may be broadcast on television, radio, newspapers, printed materials, and social media platforms. Advertisement role in evaluating alternatives Evaluating alternatives and conducting a search for information is similar to a continuous loop stage in which a buyer moves back and forth between them before making a buying decision. The buyer does not only evaluate how a product meets his need to other products during the comparing alternatives process of decision making. Other considerations that consumers consider when comparing products include the brand name or how the product can relate to the consumer's social prominence. Irrational advertisement often targets psychological causes. Advertisers may form various values other than the core real value of a product or service by using irrational ads. A Nike shoe can be something that simply covers your leg and allows you to walk easily, or it can be a shoe that makes you appear fashionable in the eyes of others. The preceding example illustrates the distinction between a product's core value and the irrational advertising that a customer may encounter. In this step, the advertiser who succeeds in making his product superior to all other products on the market wins the order. The job of an advertiser is to not only demonstrate that his product is superior, but also to transform all negative associations with the product into positive ones. The advertiser should strive to reduce a consumer's apprehension about a particular product. As a result, transformational advertisement plays an important part in the decision-making process. Advertisement role in purchase decision A buyer should have a clear understanding of what product he wants to purchase during the decision-making process. This stage may be disrupted if the customer receives negative feedback on social media or from a friend who has used the product. Advertisers place a greater emphasis on fair ads at this point in order to put the core value to the table in order to convince and influence the customer purchasing decision. They may also use unreasonable advertising in this situation to give wants more power than needs. Depending on the message that the advertiser needs to send, both transformational and explanatory advertising can be used at this time. Advertisement role in post purchase The goal of post-purchase advertising is to establish a relationship and loyalty between a consumer and a business. This advertising can be used solely to promote new related goods, provide additional information about a sold product, or provide customer service. In this point, the function of advertising is to collect feedback on a sold product and to create a better communication channel, message targeting, and customer experience. In this point, informational ads may be used to promote new products or improve customer service. 159

Transformational ads will help keep customers loyal to the product they purchased for longer periods of time and cater to them more. 9.12 ASSUMPTIONS ABOUT CONSUMER BEHAVIOR AN ADVERTISER MAKES 1. Rationality Given his income and market values, the buyer is believed to be reasonable and seeks to maximise his utility. It is known that he is fully aware of all relevant details (certainty). 2. Utility is ordinal It is assumed that the buyer will rate his preferences (order the different \"baskets of goods\") based on how satisfied each basket makes him. He doesn't need to know the exact amount of satisfaction. It is sufficient that he expresses his preference for different commodity bundles. It is unnecessary to conclude that utility can be measured cardinally. It is only necessary to take ordinal measurements. 3. Diminishing marginal rate of substitution Indifference curves, which are considered to be convex to the origin, are used to rank preferences. The slope of the indifference curves increases as a result of this. The marginal rate of substitution of goods is the slope of the indifference curve. As a result, the axiom of decreasing marginal rate of substitution underpins the indifference-curve theory. 4. Total utility The quantity of goods consumed determines the consumer's total utility. U = f (q1, q2, qx, qy,............. qn) 5. Consistency and transitivity of choice The customer is presumed to be consistent in his choices; that is, if he chooses package A over B in one time, he will not choose B over A in another period if both bundles are eligible. 9.19 SUMMARY  Consumer behaviour is the actions and the decision processes of people who purchase goods and services for personal consumption.  Family contact influences our socialisation as consumers, including our attitudes toward a variety of goods and our shopping patterns, beginning at a young age. 160

 A homogeneous group's entire collection of values, behaviours, and ways of doing things is referred to as culture, and it is usually passed down from generation to generation.  In-store advertising is a rapidly expanding field of advertising, thanks to marketers' the recognition that most customer decisions  Public relations is typically thought of as a means to improve a company's public image in the eyes of stakeholders such as the government, shareholders, and staff, as well as a way to combat negative publicity 9.20 KEY WORDS  Cooperative advertisement: is a condition that is closely similar to retail advertising.  Industrial marketing: is similar to consumer durables marketing in that ads seldom results in sales.  Consumer behaviour: is affected by environmental factors such as social and cultural beliefs, as well as economic and psychological factors.  Personal sources: The needs are discussed with family and friends who provided product recommendations.  Experiential sources: The own experience of a customer of using a particular brand. 9.21 LEARNING ACTIVITY Assume that your group needs to purchase candy. You will be using your own money to buy the candy and you need enough for 100 kids. You want all the kids to get the same thing. As a group, decide which candy you will purchase. ___________________________________________________________________________ ___________________________________________________________________________ __________________________ 9.22 UNIT END QUESTIONS A. Descriptive Questions Short Questions 1. What is meant by consumer behaviour? 2. Define Consumer behaviour 161

3. Categorise the interpersonal process influences on consumer behaviour 4. Explain the culture and subculture 5. Categorise the non personal process influences on consumer behaviour 6. Explain the three types of cooperative advertising 7. State the public relations 8. Mention the consumer decision making process Long Questions 1. Describe the interpersonal process influences on consumer behaviour 2. Explain the non personal process influences on consumer behaviour 3. Discuss the consumer decision making process 4. Explain the relations and effect on advertisement with consumer behaviour 5. Discuss the role of advertisement in each stage of the consumer decision making process 6. Explain the assumptions about consumer behaviour B. Multiple choice Questions 1. ------------- is a branch which deals with the various stages a consumer goes through before purchasing products or services for his end use. a. Consumer behavior b. Consumer interest c. Consumer attitude d. Consumer perception 2. ________________ is one of the most basic influences on an individual’s needs, wants, and behaviour. a. Brand b. Culture c. Product d. Price 162

3. In terms of consumer behaviour; culture, social class, and reference group influences have been related to purchase and _______________. a. Economic situations b. Situational influences c. Consumption decisions d. Physiological influences 4. Many sub-cultural barriers are decreasing because of mass communication, mass transit, and a ___________________. a. Decline in the influence of religious values b. Decline in communal influences c. Strong awareness of brands in the market d. Strong awareness of pricing policies in the market. 5. ____________ is the most basic cause of a person’s wants and behaviors. a. Culture. b. Social class c. Personality d .Lifestyle Answers 1. (a) 2. (b) 3. (c) 4. (a) 5. (a) 9.23 REFERENCES Reference Books:  R1, Kleppner, Otto. Advertising Procedure. Englewood Gill’s, New Jersey, Prentice Hall Inc., 1986.  R2, Veena Prasad, Booma Halpeth, Consumer behavior, First edition, Himalaya publishing house,New delhi,2015. Textbooks:  T1, Aaker, David A. etc. Advertising Management. 4 first edition, New Delhi, Prentice Hall of India, 1985.  T2, Belch, George E. and Belch Michael A. Introduction to Advertising and Promotion. 3rd ed. Chicago. Irwin, I995. 163

UNIT 10: BUILDING OF ADVERTISING PROGRAMME Structure 10.0 Learning Objectives 10.1 Meaning Of Message 10.2 Steps In Developing A Creative Advertising Strategy 10.3 Meaning & Definition of Headlines 10.4 Role Of Headlines 10.5 Essentials Of A Good Headline 10.6 Classifications Of Headlines 10.7 Copy -Meaning & Definition 10.8 Essentials Of A Good Advertisement Copy 10.9 Types Of Advertisement Copy 10.10 Characteristics Of Advertisement Copy 10.11 Elements Of Advertisement Copy 10.12 Copy Testing 10.13 Meaning 10.14 Methods Of Copy Testing 10.15 Logo 10.16 Need For Logo 10.17 Illustration 10.18 Essentials Of A Good Illustration 10.19 Functions Of Illustration 10.20 Types Of Illustration 10.21 Appeal 10.22 Essentials Of A Good Advertising Appeal 10.23 Types Of Appeal 10.24 Layout 10.25 Principles Of A Good Layout 10.26 Types Of Layout 164

10.27 Process Of Layout 10.28 Mechanics Of Layout 10.29 Orientation Of The Layout 10.30 Layout Composition 10.31 Colour In Layout 10.32 Functions Of An Advertising Layout 10.33 Elements Of A Layout 10.34 Summary 10.35 Keywords 10.36 Learning Activity 10.37 Unit End Questions 10.38 References 10.0 LEARNING OBJECTIVES After studying this unit, students will be able to:  Explain the concepts of message and headline  Discuss the steps in developing a creative advertising strategy  Explain the types of advertisement copy  Discuss about logo and Illustration  Explain the essentials of a good advertising appeal 165

10.1 MESSAGE Meaning Creating a costly commercial that isn't innovative would not serve the intent. Working on the promotional campaign is the most innovative aspect of advertising. It considers what to say to the target audience and how to say it in such a way that consumers can hear, appreciate, and recall the message when making a purchasing decision. 10.2 STEPS IN DEVELOPING A CREATIVE ADVERTISING STRATEGY The following are the steps in creating an innovative campaign strategy: 1. Message generation Advertisers have suggested a number of theories for crafting a successful advertisement. Some people equate the brand with a single profit. Duracell, for example, emphasises the long-lasting batteries in its marketing message. The Visa credit card is the most commonly used and approved credit card in the world. The deductive framework for constructing an advertisement message was suggested by John Maloney. Buyers expect four types of incentives from a commodity, according to him: logical, sensory, social, and ego. These incentives are visualised as three types of experiences by the buyers: results-of-use experiences, product-in-use experiences, and incidental-to-use experiences. The message to be sent out should be a blend of two of the four rewards/benefits for three different forms of interactions. Example: Consider a lotion that promotes skin radiance – the result-of-use experience and ego. 2. Message evaluation and selection When assessing and choosing a post, the advertiser should keep the following three considerations in mind. (i) The message should highlight something interesting and appeal to the consumer's desire. (ii) The message should emphasise the product's exclusivity, which sets it apart from similar products from different brands on the market. (iii) The message must be convincing. 166

A market analysis should be conducted to determine which appeal is most effective for the company. 3. Message execution Creative advertising can be presented in 3 forms of execution (i) Style – slice of life, musical, lifestyle (how a product blends into a specific lifestyle), personality symbol, fantasy, technological knowledge, mood or picture (beauty, serenity, affection, etc. ), scientific proof (some scientific research or review done), testimonial evidence (product endorsing by people or well-known celebrities). (ii) Tone – Tone may be optimistic, funny, insightful, self-deprecating, or even negative in some cases. Two or more tones are often mixed. (iii) Words – Words that attract attention and are unforgettable often aid in the creation of a creative commercial. McDonald's' slogan is \"I'm enjoying it,\" and 7-Up's slogan is \"the Un- cola.\" Many facets of ads should be researched and implemented by marketers. The ad's cost and effect are influenced by format elements such as ad size, colour, and illustration. How well- crafted slogans can make an advertising more effective and unforgettable in catching the attention of the target audience. 10.3 HEADLINES Meaning and Definition A headline is a word or phrase that appears above the advertisement message in large letters. The headline gives a reasonable idea of the contents of the copy in a few words. A strong headline grabs the reader's attention and piques their curiosity. In order to persuade the reader to read the advertising. Normally, the headline occupies 10010 percent of the copy. Some advertising experts claim that the headline is responsible for 50 percent to 75 percent of an advertisement's success. When people read a newspaper or magazine, the headline is the only thing that catches their eye. As a result, the title bears the brunt of the responsibility for attracting readers to the commercial. In the words of David Ogilvy, the advertising guru, “The headline is the most important element in most advertising. It is the telegram, which decides for the reader whether to read the copy”. 167

10.4 ROLE OF HEADLINES  To draw readers' attention to the ad  To draw readers' attention to the ad  To pique people's interest in the advertisement  To bring more sense to the illustration and copy  To offer a distinct selling proposition  To distinguish between useful and ineffective advertisements  To be the lynchpin of the whole ad copy. 10.5 ESSENTIALS OF A GOOD HEADLINE 1. Original : A good headline should be original and not be a rip-off of another headline. The reader's attention is drawn to the headline because it is special. 2. Concise : A good headline should be succinct, consisting of no more than 8 to 10 words and no more than two lines. 3. Specific : The headline should be relevant and appropriate to the copy and illustration. It should be transparent and succinct in conveying the advertising message. 4. Provocative : A strong headline should be compelling enough to persuade readers to read the copy and the whole commercial. 10.6 CLASSIFICATION OF HEADLINES 1. Benefits Headline: A headline like this expresses the advantages of the advertised good or service. 2. News Style Headline: It focuses on the product's quality, performance, facilities, and benefits, and includes terms like \"Now\" and \"Atleast\" in the headline. 3. Advice Headline: t advises that consumers buy a product or use a service that will help them. For Example “How to Make Better Cakes,” 168

4. Challenging Type of Headline: This type of headline asks the consumer about the quality of service, price, and efficiency, among other items. The dominance of the advertiser's commodity is highlighted in such headlines. 5. Selective Headline : A selective headline is one that appeals to a certain group of people. It could be aimed at children, students, or housewives, and only those customers will use it. 6. Situation Headline : It places the customer in a situation and asks if he or she prefers to be there. The example is supported by certain headlines. 7. Label Headline : A product label headline announces not just the product's label but also its selling points. These headlines are referred to as \"introducing type\" or \"alert type.\" 10.7 COPY - MEANING & DEFINITION A “Copy‟ means a written matter in any advertisement. It may be a single word or a long list of words. Headlines, subheads, captions, and other elements make up a copy. The copy complements the illustration and includes a rundown of the product's benefits, drawbacks, uses, and facilities, among other things. The heart of any commercial is the copy. It is in charge of manipulating the consumers. According to the UK advertising guru, David Ogilvy, ‘people do read lengthy advertisements if they are skilfully written’. An advertising copy is the text that appears in the advertisement, whether it is in print, radio, television, or another medium. Dialogs, a catchy phrase, a company's motto or slogan, or any term advertising agency may be used in this way. 10.8 ESSENTIALS OF A GOOD ADVERTISEMENT COPY An ad copy is made up of a variety of values that are all integrated into a few lines of copy that the advertisers are permitted to use. It blends SEO with marketing campaigns and is used in a range of commercials, not just pay-per-click and contextual advertising. The following are the basic elements of good ad copy: 169

Figure: 10.1 Essentials of a good advertising copy Credibility- The emphasis of an ad copy should be on the advertising's credibility or reliability. The copywriters should emphasise a sense of trustworthiness in the ad so that customers are persuaded to purchase the product. The degree of honesty in an advertisement's message determines its reputation. The credibility of the selling house is harmed by misleading and misinterpreted advertisements. Attention- A successful advertising copy must include keywords, punch lines, or a term that gets the attention of potential buyers, or other part in the ad that attracts the target audience. Assurance of benefit– If a buyer buys and uses a product, the advertisement copy must provide a guarantee of the benefits that the product would provide. Brief and clear- Ad copy must be concise and clear, i.e. it must be straight to the point. It doesn't mean the copy has to leave out the most important aspects of the advertisement. The readers would find it simple and fast to read a direct copy. It's self-explanatory, accurate, and definite. Interpretation is made possible by clarity. 170

Apt and conforming- The copy must be apt and adhere to the prospects' needs. A copywriter must choose the most appropriate USP. Any ad copy must adhere to the advertising media's appropriate standards and regulations, as well as the laws of the country. Any media would not support a copy that offends morals or threatens people's religious values. 10.9 TYPES OF ADVERTISEMENT COPY The copy must be apt and adhere to the prospects' needs. A copywriter must choose the most appropriate USP. Any ad copy must adhere to the advertising media's appropriate standards and regulations, as well as the laws of the country. Any media would not support a copy that offends morals or threatens people's religious values.  There are six different forms of advertisement copies:  Human interest ad copy  Educational ad copy  Reason for the ad copy  Institutional ad copy  Suggestive ad copy  Expository ad copy 171

Figure: 10.2 Types of advertisement copy 1. Human interest copy Human interest copy appeals to consumers' feelings and senses rather than their intelligence and judgement. Instead of sticking to reality, this commercial copy describes the product to the viewer. Part of the Human Interest copy is sold implicitly or reluctantly. It reflects on people's insatiable need to know more about themselves, their families, and their friends. Humorous copy, fear copy, predicament copy, and storey copy are the most common types of Human Interest Copy. Humorous copy The term \"humorous ad copy\" refers to copy that is intended to make the reader laugh. The reader's face lights up when they read this edition. Fear copy 172

Fear ad copy instils in the reader a sense of urgency to save their lives or defend themselves from anything. It piques the attention of its customers by instilling fear in them. Fear advertising copy must be carefully crafted, as it can leave an adverse impression on the viewer's mind about the product. Story copy A tale is narrated in a very fascinating way in a storey copy to pique the attention of its prospects. Anecdotes about consumer encounters can also be told as a narrative. Predicament copy The copy in a predicament copy gives a dramatic interpretation of the product. This copy outlines all of the product's advantages and benefits. In most cases, the predicament copy replaces the other three types of advertising copy. 2. Educational ad copy By informing potential buyers, an educational ad copy aims to educate, update, and prompt them to purchase a product. Its aim is to notify the public about the product's features. This is how most introductory ad copy is written. Every manufacturer is responsible for educating potential customers about their product and ensuring a warm response from their customers. The advantages and unique features of the product are highlighted in this ad copy. 3. Reason Why Cop The copy discusses why customers should purchase a specific brand's product. The explanation why copy appeals to an individual's intelligence or judgement rather than their emotions. It seeks to justify the product's attributes and advantages through facts such as testimonials, promises, and consumer reviews, among other things. This copy takes the approach of explaining to readers why the advertised product must be bought. The format of this copy contains a headline that states a fact about a product or service, accompanied by text that explains why the fact is valid. Since broadcasting an ad has a time limit, this type of advertisement works better in print than on television. There's a fair chance the audience won't note the headline or the reasons why it appears to be real. 4. Institutional Ad Copy 173

The products and services provided by institutional copy are not for sale. The aim of institutional ad copy is to promote the selling house. It focuses on establishing a positive image for the selling firm. The main goal of this form of ad copy is to create, preserve, and increase goodwill through the company's ideology, goals, and policies, so that potential customers remember it. The institutional copy welcomes the target audience to the retail location. It's also known as corporate or prestige ads. 5. Suggestive Copy A convincing copy implies or tries to communicate a message to readers, either directly or indirectly, in order to convince them to buy the product. When the reader is unsure about the product's quality and is trying to make a decision about whether or not to buy it, suggestive ad copy works best. 6. Expository Copy The Expository copy and the Suggestive copy are incompatible. An expository copy does not hide something about the product; rather, it reveals the details in a straightforward and concise manner. It defines the product's or service's characteristics, uses, merits, process, and benefits. Even a fleeting glimpse registers in the consumer's mind easily and is easy to recall or pick up. Writing ad copy is an art of incorporating terms or elements that elicit a strong desire to own the product, with the product features satisfying the consumer's desire to own the product. It's the opportunity to get rid of the extras and replace them with the basics without sacrificing the sense. The most important aim of any commercial copy is to evoke a response from the target audience for the advertisement. It may be as easy as going to the brand's website, enquiring or filling out a form, or making a purchase. 10.10 CHARACTERISTICS OF ADVERTISEMENT COPY The format of advertisement copy must be constructed in such a way that it has the following characteristics or features:  Arresting pictures,  Arresting headlines, 174

 Novelty and contrast of the product,  Distinctiveness,  Message size and position (how long, how short, how it is put, etc.),  Colour,  Shape, and  Movement. 10.11 ELEMENTS OF ADVERTISEMENT COPY There are two ways to look at the make-up or component sections of commercial copy: A. Advertising theme and B. Advertising layout. (A) Advertising Theme: A theme reflects a clear point of view or core concept that the message is communicated to the viewer. A logical appeal based on human feelings, wishes, or sentiments is central to the theme. Such well-thought-out and precise appeals were successful in arousing desire and causing consumers to take action. The following are some of the most popular advertisement themes: 1. The theme of beauty: The appeal of cosmetics, perfumeries, and toiletries is usually based on the beauty theme. As a result, the advertisement's message includes phrases like \"Use product A for a romantic or charming look,\" \"Product B ensures an alluring or exquisite complexion,\" and \"Care for your hair with product C for a glossy appearance and luxuriant growth.\" 2. The theme of pride: 175

In the case of jewelleries, radios, expensive clothing, automobiles, and other products, the sales message is centred on the theme of pride, as the purchase of such items is regarded as proud possessions on the part of buyers. Example: “Prestige car” means “A,” “Radio B adds decency to every home,” “Discerning people prefer fabric C,” and “X's Jewellery adorns trendy ladies,”. 3. The theme of health: Food and drug commercials are often focused on the subject of wellness. “Product A provides limitless vitality and vigour,” “Health brings pleasure, and the secret to health is held by product B,” “Product C keeps you disease-free,” and “Eminent doctors prescribe D for cold and cough,” to name a few instances. 4. The theme of comfort: The theme of comfort is used to promote goods that help in providing comfort to people at work or at home. Electric fans, air-conditioning plants, refrigerators, and other items that offer warmth fall into this category. 5. The theme of economy: This is a popular appeal used in many cases to secure a better price, save money, or protect valuable objects from deterioration and destruction. 6. The theme of fear: Insurance providers and safety-vault operators use the theme of fear to raise demand for their services. The potential risks and their effects are presented in the promotional copy to encourage consumers to take action. 7. The theme of emulation: The ability to be imitated is deeply rooted in human nature. The message of the advertising could call for imitation on the part of others by presenting examples and accurate details about what certain notable people do. Example: “Successful men all over the world use Blade A,” 8. The theme of distinction: 176

Humans have an intrinsic need for individual recognition, distinct social status, and superior group position. Select goods of extremely high value are acquired by a class of citizens who may be high-born or aristocrats as an external mark of that distinction. 9. The theme of affection: This theme is used to promote baby foods, toys, and other playthings. The copy of ads becomes successful in obtaining action on the part of consumers by appealing to parental love. 10. The theme of patriotism: National sentiments are often used to endorse goods of national origin. The theme of patriotism provides a case for using national products over items of international origin for the prosperity of a country and its people. 10.12 COPY TESTING Copy testing is a technique that involves a process for determining whether and to what degree an advertisement has accomplished its assigned task before it appears in its final form, during and after its presentation to the public. In this way, copy testing is a technique for ensuring that future advertising is successful. It responds to the following concerns: • Can a suggested copy theme help you achieve your promotional goals • Does the advertising campaign's collection of ads generate the desired degree of interest and image? • Can a single commercial capture the audience's attention? 10.13 MEANING Prior to airing, copy-testing is a systematic method used in marketing research to measure the efficacy of an advertising based on responses. This type of pre-testing would help the company determine whether or not an advertisement has a clear enough message. 10.14 METHODS OF COPY TESTING 177

The various methods of testing advertising copy are  Pre-test methods  Post-test methods  Concurrent methods 1. Pre-Test Methods The term \"pre-test procedure\" refers to the process of determining the feasibility of a message or copy before it is printed or transmitted. It is beneficial since advertising concepts could appear to the advertiser or advertising agency to be easy and accurate. From a layperson's viewpoint, it can be challenging. Pre-testing is needed for all elements in the advertisement copy to ensure that the message intended to be transmitted is actually conveyed; ‘prevention is better than treatment.' On this base, pre-testing approaches are used. The methods for pre- testing are as follows.  Check list method  Consumer Jury method  Sales Area Test  Questionnaire  Recall test  Reaction test  Readability test  Eye-movement test a. Checklist Method To measure the efficacy of promotional copy, copywriters use a checklist form. The aim of this approach is to make sure that all elements of the ad copy are given equal weight in the 178

advertising. Omissions should be included in the copy before the commercial is published since it is a pretest process. A checklist is a list of desirable characteristics that a successful advertisement should possess. The researcher must compare the advertising to the checklist and mark the items in the advertisement copy that fit the checklist. A copywriter will then draw clear conclusions and make appropriate changes to the promotional copy as a result. b. Consumer Jury Method This approach entails exposing alternative advertisements to a sample of jury members and prospects, as well as obtaining their feedback and responses to the advertisements. This test is intended to determine if a standard group of prospective customers gathered in one location or a subset of prospects who are individually visited by interviewers or approached by mail favour one advertisement over the other or several advertisements out of a group. Unpublished advertisements are mocked up on a different sheet and introduced to the customer jury in either personal interviews or group interviews. c. Sales Area Test This strategy involves running an advertising campaign in the markets that have been chosen for research purposes. Real sales in the targeted markets are used to assess the campaign's effectiveness. The sector with the highest revenue is thought to be the best for a successful sales campaign. In other markets, necessary improvements to the promotional strategy are made. d. Questionnaire Method It's a set of questions about a particular experiment. It asks questions and leaves space for responses. A draught of an advertisement should be submitted to a group of target buyers or advertising experts, along with some pertinent questions. Their input is gathered and evaluated to determine if the planned commercial is suitable. e. Recall Test Method 179

Advertising copies are shown to a group of prospects using this form. They are then asked to remember and repeat them after a few minutes. This approach is used to assess how impressive the commercials are. f. Reaction Test Certain instruments that monitor heartbeats, blood pressure, pupil dilution, and other variables are used to determine the possible impact of an advertising. Their responses show advertising's psychological or nervous effects. g. Readability Test It is impossible for all advertisement listeners to read it fairly. As a result, respondents come from a variety of socioeconomic and regional backgrounds. When an advertisement is read, this approach is used to assess its effectiveness. h. Eye Movement Test When ads are shown on a computer, the respondents' eye movements are captured using an eye observation camera. This assists in assessing the advertisement's attention worth. 2. Post-Test Techniques The post-test methods for determining the efficacy of ads are as follows: Recognition Test It determines the number of people who read advertisements in newspapers and magazines. Personal interviews with readers, as well as magazines or newspapers, are used to perform this exam. The interviewers track down the magazine's readers for the specific issue in question. They then go page by page through the magazine, with the respondent suggesting which advertisement elements he or she recognises as having been read. The data gathered by this test indicates the percentage of a publication's registered readership who claims to have \"seen,\" \"read some,\" or \"read most\" of the individual advertisement's elements. These metrics may also be used to gather quantitative details about the portions of an advertisement that were seen or heard. Recall or Impact Test 180

The recognition test decides the advertising's stopping capacity, but it does not show what the readers learned or retained from the advertisement. The recall test is used to assess if the advertising influenced readers or viewers. If a reader has a positive opinion of the commercial, he can almost definitely remember something about it. Interviewing subscribers, viewers, or listeners days after the advertisement or commercial appears in the newspaper or on television will be used to achieve interest measures. The interviewer asks the readers / viewers questions, and the reader's replies show the accuracy and depth of his impression through their answers. Psychological Analysis The entire advertisement process is psychological in nature. As a consequence, it's only normal to use psychological assessments to determine the advertising's effectiveness. The following are the four most popular psychological assessment techniques:  Tests of readability and comprehension  Tests of believability  Attitude tests and  Triple Associates Test. Tests of Readability and Comprehension The ease of readability and comprehension is assessed in advance of publication using this method, which uses a set of probing questions and other psychological techniques. The interviewer decides whether and to what degree the readers have read the advertising using this form. Tests of Believability The degree of trust that readers have in the product can be used to assess the efficacy of an advertisement message. Scale techniques are widely used to determine credibility by providing customers with multiple statements or product claims that they have made. The statement or claim with the most priority votes can be considered the most powerful statement or claim. Attitude Tests 181

Psychologists have developed a variety of attitude tests that can be used in copy testing. Consumers are subjected to sample promotional messages, which can be written or delivered orally. The interviewer then proceeds to ask a set of probing questions in order to ascertain the attitude elicited by the various messages. Age, involvement, the eye of the individual who will use the product, and the personality of the product as expressed by the advertising being evaluated are all collected. The researcher is particularly interested in elements of ads that elicit psychological hostility. Triple Hostility Tests These tests are used in ads to determine the degree of a consumer's identification with a product, a brand name, or a copy theme. Only when the commercial contains a particular theme or slogan that the reader can recall is the test useful. The term \"theme penetration\" is often used to describe this process. 3. Concurrent Methods Consumers are exposed to various types of media when experiments are performed using this approach. A magazine reader, for example, may be seen when reading the magazine. These are the concurrent processes.  Consumer diaries  Co-incidental surveys and  Electronic devices. Consumer Diaries Diaries are distributed to a limited number of customers using this process. They're even advised to keep track of the specifics of any ads they hear or read. The diaries are collected on a daily basis. The outcome of a study like this shows the efficacy of advertising. 182

Co-Incidental Surveys The co-incidental telephone system is another name for this method. Customers are sampled and calls are made during the broadcast of the advertising programme using this process. The information collected and evaluated will include a picture of an advertisement's effectiveness. Electronic Devices Electronic instruments are also generally used to determine the efficacy of ads. They're also seen in television and radio. Auto metres, track electronic units, and other similar items fall into this category. The following approaches are often used to assess the effect of ads on sales volume.  Historical method and  Experimental method Historical Method The reported facts about sales before and after ads are compared using this approach. An advertising is deemed more successful if it is accompanied by a higher number of sales. Experimental Method The entire sales region is divided into three or four sub-areas using this approach. The advertiser invested a different amount of money in different places to advertise. They gather information on revenue from these sub-areas. The outcome is used to assess how effective advertisements are at increasing sales. The advertiser schedules his promotional budget for potential action based on the results obtained. To boost the efficacy of an advertisement, the advertiser must take certain follow-up steps. After the advertising is put, consumers can be contacted via direct mail. 10.15 LOGO The term \"logo\" is derived from the Greek word \"logos,\" which means \"simply the universe.\" The noun \"logos\" is often used in the Bible to refer to \"God's word.\" The world logo is also commonly used in marketing and advertisements. Logos are instantly recognisable by 183

everyone, from Rolis Royce's prized double \"R\" to Coca-instantly Cola's recognisable script. Apart from large companies, small businesses and one-man operations in every country have embraced the corporate logo as a means of establishing brand identity and corporate image. 10.16 NEED FOR LOGO The need for a logo stems from a desire to stand out, accompanied by a desire to be recognised. A logo made up of your given name might be a good example. The name used to be a mechanism to catch your attention and separate you from others when you were a child. As you get older, your name takes on new meanings for you, and it eventually becomes a source of great pride when you sign a letter, a check, or another paper. It's your phrase that says \"this is me\" (difference, distinction, and recognition). The corporate signature is the company's logo. It embodies the company's collective pride and was meticulously crafted to represent the company's and product's personalities. Diversified Corporation's logos contain a number of icons. The upwards steeply is used by ITC to express a sense of development as well as excellence. In the inimitable Indian theme, the Welcome party uses special folded hands symbols to signify hospitality. Others, such as LIC, which uses two supped hands to signify protection and treatment, use Indian leitmotifs as well. Today's logos are more than mere icons. They embody a company's or a brand's spirit, conviction, and reasoned ere. Logos all over the world have their own logic that is easily distinguishable, recognisable, and recognisable. 10.17 ILLUSTRATION An illustration is an image, photograph, or drawing that is used in an advertising to visually express the advertisement's concept or message. As a result, an example is an image used in an advertisement to communicate the message of a 174 advertisement to potential customers. The appearance or absence of an image in a commercial may have a significant impact on its effectiveness. Overemphasis in the subject matter can be avoided with the aid of illustration, and the show appeal can be made transparent and direct. The use of an analogy compensates for the inadequacy of words. 10.18 ESSENTIALS OF A GOOD ILLUSTRATION (a) It must complement and endorse the copy theme rather than subtract from it. If the image is of the product, it must be a \"faithful copy\" of the advertised product. 184

(c) The use of colour in an example must be in line with basic human nature, since it has an effect on people's emotional behaviour. (d) It must be easy enough to simply, efficiently, and quickly express the ad message. (e) The design and construction must be suggestive. It must be attractive, appealing, and beautiful to look at, even if it is easy. (f) It must leave an indelible mark on the reader's mind. (g) It must be compatible with the target consumer's lifestyle. (h) It must be placed correctly in the overall layout of an advertisement. I It must be able to be reproduced in a variety of advertising mediums. (j) It must be identical to the ad's headline and send the same message to the reader. (k) In terms of design and layout in an advertisement, it must be original, rare, and exclusive. (l) Several diagrams must be used in a logical order for a specific reason. (m) Eventually, diagrams must take centre stage in outdoor advertising such as posters or billboards. 10.19 FUNTIONS OF ILLUSTRATION 1. Quick Attention: An advertisement without illustrations can appear bland and unappealing. Consumers are more likely to purchase a product if they can easily grasp the message. As a consequence, the reader's attention must be drawn to the example. 2. Demonstrate the Product : An illustration depicts the product and its functionality in an easy-to-understand manner. The diagram illustrates how to use the product and how it performs. Demonstration is usually visual and conveys the message quickly. 3. Creates Right Atmosphere : The illustration creates the right atmosphere by combining rain, river, and forest with the product image. This form of illustration has a relaxing effect on the viewer. 4. Communicate Message : Diagrams will easily communicate the advertising message, for example, a bottle of perfume conveys the impression that the perfume is being marketed.. 5. Support to Copy : Illustration is an essential component of copy. Pictures communicate information easily and reinforce the meaning expressed in the copy.. 6. Symbolize the Quality : The graphics used in the commercial reflect power, pace, importance, strength, and so on. For example, MRF Tyres' \"Myscled Man\" represents tyre strength and speed. 185

7. Dramatise the Advertisement : Illustrations help to tell the tale of the product. The product specifics are illustrated in the image, which confirms the advertisement's headline.. 8. Provides Technical Details : Many customers interested in purchasing consumer durable goods want to know the product's technical specifications. Computers, washing machines, refrigerators, and mobile phones all have advertisements that include several technical information about the product through an image of the product. 9. Lasting Impact : Illustration has the potential to leave an indelible mark on the minds of customers. Pictures reflect fact, and seeing is more compelling than hearing. 10. Fights Illiteracy : In a country like ours, where a significant percentage of the population is illiterate, an image of a soap communicates to everyone what the commercial is about right away. 10.20 TYPES OF ILLUSTRATION An illustration can be created using a variety of methods. They are as follows: 1. Product Alone : In this type, the product covers the majority of the image, such as in a Colgate tooth paste commercial. The aim is to elevate the product's status and build a picture in the minds of potential customers. 2. Product in a Setting : In this case, the product is shown with a favourable context, i.e. it is shown in an environment where it can be used.. 3. Product in Use or Action : In this type, the model may or may not be seen using the product, and the product may or may not be seen in motion, for example. A tobacco business does not just show a cigarette or a packet; it shows an individual smoking a specific brand of cigarette. 4. Result of a Products Use : In this type, the product's after effect can be seen. The emphasis is on emphasising advantages or benefits more prominently. For example, an advertisement for a cupboard will display the available space, such as shelves and other features. 5. Dramatization of a Headline : In this case, the illustration supports the headline, i.e. whatever is mentioned in the headlines is represented in motion in the illustrations. When these elements are combined, the reader's interest and attention is piqued. 6. Dramatization of a Situation : In this form of example, the illustration depicts a scenario in which a consumer will find himself whether he uses or does not use a product. 7. Comparison : In this form of example, the illustration depicts a scenario in which a consumer will find himself whether he uses or does not use a product. 186

8. Contrast : While similarity highlights the differences between two concepts, contrast highlights the differences between two items of the same kind, e.g. An old-fashioned modem appliance can be compared to a modem appliance. 9. Magnifying Details : In this category, the most significant or minor details are illustrated in great detail. It is used to provide unique benefits to embassies. 10. Symbolic Illustrations : This illustration portrays a reorganised symbol along with an idea, and the advertiser who uses a symbol can hope that the reader will connect this product with the symbol's meaning. 10.21 APPEAL An advertisement appeal is an argument intended to compel others to take action. The advertiser's appeals typically target the customers' purchasing motivations. The overall quality of a radio becomes the foundation for motivating music, and the vitamin content of a medicine becomes an appeal to inspire the public and listen to people to maintain their wellbeing. Any product, however, may be the subject of multiple appeals. 10.22 ESSENTIALS OF A GOOD ADVERTISING APPEAL The following are the requirements for a successful commercial appeal: 1. It must be Communicative : An advertisement appeal must be able to efficiently express the message it seeks to convey. The message should be conveyed in as plain a language as possible. 2. It must have a Good Theme : A good theme suggests that the prospects must be educated about something. Only meaningful words are capable of conveying the storey effectively. 3. It must be Distinctive : An advertisement appeal has to be unique. It must present a commodity in a unique manner. If it is a new product, the word \"new\" by itself distinguishes it. 4. It must be Interesting : A strong advertisement appeal has to be engaging. An advertisement must pique the readers', listeners', or viewers' attention, which can be accomplished by telling the tale of the advertisement in an engaging manner. 5. It must be Believable : An successful advertising appeal must have a believable theme. A message that is questioned will never be effective. Only the facts are portrayed in an engaging way. 6. It must be Complete : An advertisement appeal must be complete and contain no extraneous information. Such details should be avoided if it has the potential to mislead prospects when making a purchasing decision. 187

10.23 TYPES OF APPEAL The following are some of the most popular advertisement appeals: 1. Emotional Appeals : Emotional appeals are used in consumer product ads. They're used to pique people's attention and entice them to buy the advertised product. Emotional appeals are used to market items like children's toys and baby food. 2. Intellectual Appeals : These appeals are devoid of emotional overtones and are based on logic. High-priced industrial products are sold using intellectual appeal. They are focused on logical reasoning. Emotional appeals work quickly to pique curiosity and desire, but the Bombay Dyeing advertisement's intellectual appeal, which features a young and attractive girl wearing eye-catching prints, is more effective. The girl's picture and prints have an emotional appeal, but the headline \"icy summer prints\" has a cool tone to it and appeals to the intellect. 3. Human Instincts Appeal : Human beings are motivated by instincts such as self- preservation, parental care, food, clothes, and curiosity, among others. When a copy appeals to the right emotion, it creates an urge in the reader's mind to purchase the item. Food, woollen clothing, and physical education courses are suitable articles to cater to the self- preservation instinct. Baby food can be more easily marketed by appealing to the maternal instinct and the parents' natural love for their children. 4. Physical Sense Appeal: Physical sense appeals elicit a stronger response. Food and beverage items, for example, are marketed by appealing to the senses. Cold beverages can be successfully marketed during the summer with pictures of cool, refreshing summer drinks, but this advertising would be a misfit during the winter if it applied exclusively to the sense of taste; a more viable solution would be to cater to the instinct of self-preservation. 5. Positive Appeal: Positive appeal refers to appeals that take a positive approach. They build circumstances in which prospects are more likely to achieve satisfaction and peace of mind as a result of owning marketed products. The following optimistic emotional appeals are used to arouse product interest: appeals to comfort, good, living, family affection, enjoyment, personal image, compassion, devotion, pride, and so on. These appeals are optimistic because they raise consciousness of the circumstances under which people are 188

more likely to achieve happiness and the mental satisfaction that comes with material possession. 6. Negative Appeal : Negative appeals are those that take a cynical viewpoint. Feelings like envy, rage, pain, and fear are common. These are negative emotions, and no prospective client wants to be associated with them. Negative appeals should not be assumed to be futile. They can work really quickly at times. A few negative appeals from illustrative commercials will be presented. For example, in its advertising for Motwane Digital Millimeters, Motwane Manufacturing Co. used a negative appeal that had a strong effect. 10.24 LAYOUT A layout is a rough sketch of an upcoming commercial. It contains the headline, a rough diagram, and copy that serves as the advertisement's schedule. The scale, locations, and colour weight values of the various elements that make up the entire commercial are shown in the layout, which is a working sketched plan. As a result, layout refers to an advertisement's overall visibility. In an advertisement strategy, layout is crucial. It allows the advertiser to see how the whole commercial would appear until it is released. It also tells the printer where each device in the advertising is located. The layout is normally created to get the client's approval and to see if it will affect the overall effect. 189

10.25 PRINCIPLES OF A GOOD LAYOUT The components of an advertising can be arranged in an infinite number of ways. However, regardless of how the elements are arranged, a successful layout should adhere to certain sound principles. These are some of them: 1. Balance: In a layout, balance refers to achieving a reasonable weight distribution through the placement of elements. Size, colour, form, and density of elements should all be balanced. Formal and informal harmony are the two types of balance. Formal balancing entails positioning objects that are identical or similar on both sides of the optical centre. Informal balancing entails scattering elements throughout the commercial or having a broad image that covers a significant portion of the optical centre. 2. Movement: The advertising should be mobile. It offers a visual representation of flow and series. It is most often used in the case of things that are mobile in nature, such as mobile phones. An example of versatility should be used in an automotive commercial. The render's eye is guided from one aspect to the next by movement, ensuring that nothing is missed. The movement should begin at the top left corner of the advertising and end at the bottom right corner. 3. Gaze Motion: This is the direction in which the reader's eye moves. The advertising feature should be put in such a way that the reader's eyes can easily flow from one to the other. A drawing of a person walking in a specific direction would cause the render to move in that direction. 4. Structural Motion: A good layout should have structural motion. Make use of lines, arrows, and signs to signify or point out the most important aspects of the advertising. 5. Proportion: This refers to the division of space between different elements such as the headline, image, subheads, copy, and so on. In a headline-oriented advertising, the headline should take up the majority of the room, while in an illustration-oriented advertisement, the illustration should take up the majority of the space. 6. Wide Space: Wide space refers to the part of the page that is not filled by copies. The effective use of big space aids in the creation of a sense of scale. Wide room reduces the appearance of a crowded environment and adds prestige and luxury to an advertising. 190

7. Unity: There should be cohesion between the components, such as between the headline and the copy or the illustration and the copy. When the components appear as component parts or as a single entity, unity is achieved. 8. Clarity: entails that the different elements be organised in such a way that the message is clearly understood. The layout should not be overly complex or difficult to read and understand. The type, scale, and design should all be chosen to make reading easier. 9. Simplicity: It means that an advertising does not have too many components. Those are the components. Which can be removed without affecting the message's integrity should be removed. The message is clearer when the layout is plain. 10. Emphasis: It means that the most important elements should be highlighted. The most critical feature should be placed at or near the optical centre to create emphasis. Depending on the criteria, the focus should be placed on different selling points and the purpose of advertisement. The focus of the design should be on education, knowledge, and persuasion. 10.26 TYPES OF LAYOUT 1. Standard Layout: This layout includes a dominant illustration, caption, body copy, and signature, in that order. In the field of advertising, it is extremely common. 2. Editorial Layout: The commercial is designed to look like editorial content or press releases in a magazine. The emphasis is on the body copy. The commercial is dominated by words, and illustrations may be absent or given less weight. 3. Poster Layout: The emphasis is entirely on the visual. The copy is brief, and the illustrations include additional details, such as ads for soft drinks and chocolates. 4. Cartoon Layout: To attract publicity, cartoon style illustrations and corresponding copy are used, for example, in advertisements for Amul butter and Tortoise coil. 5. Comic-Strip Layout: The layout reflects the comic strip's tradition of telling a storey through a series of sketches. 6. Picture Caption Layout: Pictures and captions are used to illustrate various aspects of a product or service, such as a car advertisement or a mixer grander advertisement. It's appropriate for promoting high-priced, long-lasting consumer goods. 7. Picture-Cluster Layout: This layout serves the same purpose as the picture-caption layout. There are no captions. Several vertical and horizontal rectangles are used in a cluster. 191

10.27 PROCESS OF LAYOUT The final layout is the product of a number of stages. The following are the different stages: 1. Thought Sketch or Thumbnail Sketch: The thought sketch or thumbnail sketch is the first step. Artists often start with tiny, rough sketches of potential layouts. These sketches are a fast and easy way to generate various design concepts. The headline and illustration are first roughed out. The logo and body copy are seen in their proper locations. The artist may create several thumbnail sketches before settling on one that has the potential to be developed further. 2. Rough Layout: The rough layout is the second level, and it is a refinement of the thinking sketch. Some artists tend to skip the thumbnail sketch stage and start with a rough layout. It is possible to create one or more rough layouts. The headlines, slogan, and diagrams are all hand-drawn in this scenario. 3. Finished Layout: After a final rough layout is chosen, it is converted to a finished layout. Compared to the rough layout, this one is much more complex and meticulously drawn. The diagram has been completed to a large extent. Body copy is neatly ruled in lines and blocks of varying lengths to signify purpose and paragraphs, and headlines are carefully executed. The client is usually shown this layout for approval. 4. Comprehensive Layout: The artist can create a comprehensive layout on occasion. In terms of art work, headline, and slogan, it is more comprehensive. Occasionally, such a layout seems to be more appealing than the final advertisement. The artist can paste the photograph on the layout if it is a photograph. Comprehensive layouts may be created to give the customer a better picture of what the final advertisement would look like. 5. Working or Mechanical Layout: Technically, these aren't layouts at all. These are production blueprints. The working templates specify the exact location of all elements in the advertisement, as well as typeface and scale, as well as relevant instructions for the typographer and engraver. The working layout is used to create the final ad. 192

10.28 MECHANICS OF LAYOUT Layout artists adhere to a set of general rules in the mechanics of their work in order to achieve the effect of the finished commercial as closely as possible. The following are some of the rules: • The general type classification and weight of the type are lettered in on the layout for headlines, subheads, and logotypes. • The lettering should be subtle enough to indicate a general style classification that matches the layout's mood. • Body copy is not lettered on the layout unless it is very broad. • There should be no extraneous markings on a finished project until it is sent to a client for approval. • Determining the size of the advertising space. • The advertiser can use the white margin across the advertising space by paying a premium fee. Tonal values can be indicated by colouring the drawing on the layout of illustrations of tonal values, such as portraits and wash drawings. 10.29 ORIENTATION OF THE LAYOUT Most of the time, the paper or surface we use for artwork is rectangular in form. The orientation of a layout refers to where you put it when you first start working on it, whether it's on the taller side (vertical) or the wider side (horizontal). Many of you who are familiar with working on a computer might be aware that when you choose ‘page layout' from the menu, you have two options: landscape (horizontal) and portrait (vertical). When working on a concept, it's critical to determine which choice to use, or, better yet, which option would be more appropriate for the job at hand. If it's a letter, for example, it's always written vertically because the line length in a horizontal orientation will be too long to read and comprehend. (You learned about the ideal number of easily readable characters in a line in the typography chapter.) Apart from business letters, certificates and other official documents are usually held in folders, so vertical or portrait orientation is preferred. 193

Only on rare occasions must a format be chosen, when many items already have a set format, such as: Newspapers, magazines, most books, and journals are vertical publications. Hoardings, banners and sign boards, and vehicle graphics are examples of horizontal graphics. 10.30 LAYOUT COMPOSITION To make the layout aesthetic and interact efficiently, the visual dimensions of the message to be communicated must be considered. Then there's the question of what the layout is about, when different media have different criteria. You'll find that the layout is different in newspapers, magazines, books, stationary, posters, hoardings, and book covers, among other things. Grid is a fixed format that these layouts are built on. Layout compositions that aren't formatted or adhere to any specifications are known as free or informal compositions, and they can be illustrative. Balance in Compositions is usually classified as:  Symmetrical  Asymmetrical  Mechanical  Visual If the layout is based on a grid, it is simple to create. A grid aids in the division and efficient use of available space. A grid is created after the centre of interest is determined based on the requirement; for example, in the case of books, the text may be primary, but in the case of a book cover, the text may be secondary, and in the case of a magazine cover, aside from the title, the rest of the text may be tertiary in significance. 194

The text box, image box, and gutter are all described by a grid (space between text and image boxes.) Take a closer look at how a grid is created and how it functions. The Grid System Rather than having the layout evolve haphazardly from copy, the grid approach allows the designer to view the entire page surface as a single entity, breaking it down into sub-zones in which the elements are located. Each component of the overall presentation, such as copy, images, and logos, is organised into one or more of these parts. It's then simple to switch each of these units around until you find the most appropriate and satisfying arrangement. White spaces can be used to distribute text and visuals as needed and appropriate. Let's take it one move at a time. The Grid system divides the page into equal-sized vertical and horizontal portions. Each unit now has a margin around it. The margins show breaks between columns of copy, as well as breaks that prevent blocks of elements from being too close together. The divisions can now be used to position text and graphics as required. The grid format is determined by the copy, headline, logo, visual, and other similar elements, and the grid, in turn, defines the precise size and space. An Irregular Grid is another example. When used, it creates a more polished appearance. This is referred to as \"dropping units.\". 10.31 COLOUR IN LAYOUT Since colour draws attention, it is an essential element in advertising layouts. Colorful advertisements are certainly more appealing, as long as they are used selectively. The essence of properly and perfectly expressed colour can be very beneficial, as the picture replicated is as good as true. Color attracts more interest and draws in a larger audience. It improves memory value and layout quality while also producing a pleasing, rhythmic eye movement. Color has emotional connotations. Copy and Type Reading the text and comprehending the message often aids in the creation of a successful layout. It is beneficial to consider the written text, which is referred to as copy in a layout. Because you'll have to deal with it, learn to examine the terms themselves for a key that will serve as a reference. The layout would be easier to prepare if you read or review the copy. The type of text you have to deal with can affect the column width and typeface you choose, so you can work backwards. 195

Design for Publication It's crucial to know how and where we'll print our designs before we start. These days, a design could be used in a variety of media rather than just one, so it's important to understand the intended applications. The scale and other factors must be considered when designing for print media. After all, a good design must look good once it has been reproduced in a magazine, newspaper, poster, or book, or anywhere it is intended. The type or method of printing, which may be offset, digital, or screen, as well as the type of paper used, all have a significant impact on the final product. Layout of a Newspaper Newspapers, as you might have noticed, have a standard layout with the pages separated vertically into columns. Different newspapers have different column sizes; most newspapers have eight columns of 4cm width each. The divisions are created by leaving blank line spaces between two sets of texts, which are referred to as gutters. Layout for a Magazine Magazines, like newspapers, have their own set of rules. The page sizes are set, as is the print area, and artwork or layout must follow these guidelines. It's worth noting that outside of the field of artwork, known as the matter or text area, a kind of border or margin is left in all newspapers and most magazines. Text is rarely printed all the way to the edge of the page. The image or background colour printed up to the edge of the paper is known as bleed, and it can be seen on the covers of magazines and on certain pages inside. 10.32 FUNCTIONS OF AN ADVERTISING LAYOUT A schematic is what an advertising structure is. The following are the primary functions of layout: i. Assembling different parts The primary goal of layout is to bring together and organise various sections or elements of an advertising – such as the image, headlines, subheadlines, slogans, body text, identification mark, boarder, and other graphic materials – to create a cohesive display of the sales message. These elements are displayed in all layouts in the same scale, type, shape, place, 196

and proportion as the advertiser desires in the final ad proof. As a result, layout provides a clear idea of how the finished ad will look to both artistic personnel (copywriters and artists) and the advertiser who pays for it. ii. Opportunity of Modification Until final approval and actual construction and development, the layout gives creative teams, agency managers, and the advertiser the opportunity to propose changes. iii. Specification for costs The layout serves as a blueprint for calculating costs and as a reference for engravers, typographers, and other artisans working on the commercial. 10.33 ELEMENTS OF A LAYOUT The medium by which the advertiser's ideas are expressed in a letter to readers is by advertisement copy. Copy applies to all the reading matters of an advertising, including the title, sub-headlines, text or body, and the firm's name or the usual initials of the advertiser, regardless of length or brevity. As we've seen, advertising serves a variety of purposes in the short term, but its main aim is to increase sales. When a reader flips through the pages of a magazine or newspaper, he finds a plethora of commercials in a wide range of copy. Some copies may be so compelling that the reader takes urgent action and rushes to the nearest dealer to buy them, while others may be unappealing or fail to register with him. The first copy meets the criteria for a decent copy. 197

A copywriter must spend time crafting a sound advertising copy that includes headlines, subhead lines, images, and other elements. The key components of an advertising copy are as follows:  Background  Border  Caption  Coupon  Decoration  Heading  Illustration  Mascot  Name Plate  Price  Product  Slogan  Space  Sub-heading  Text  Trademark 1. Background The ads' backdrop should be eye-catching and vivid. The backdrop is different from one medium to the next and from one commercial to the next. In short, the background should be appropriate for the advertisement's content. 2. Border 198

It is known as the advertisement's frame. The border is used to create a reading environment. The border may be thin or thick, obvious or subtle, simple or ornate. A logo may also be used in the border. 3. Caption It's about the subtitle. However, in most advertisements, it is transformed into a heading or sub-heading. 4. Coupon A coupon is a part of an advertising designed to make it easier for a potential buyer to communicate with the advertiser. The coupon must include the company's name and complete postal address, as well as the bid. The bid should be succinct and straightforward. There should be space for the prospective customer's name and address. The coupon is usually triangular or rectangular in shape. 5. Decoration The ornament of the advertising is called advertisement decoration. This is intended to emphasise the message of the commercial. 6. Heading The title of the advertising is known as the heading or headline. The heading should include just a few sentences. 7. Illustration Illustrations are a form of layout that depicts the advertisement's main theme. It has the ability to hold the reader's attention. The use of graphics enriches the commercials. 8. Mascot The trade character or trade figure is what it's called. It is a depiction of a true or fictional figure or individual that appears in the commercial. 9. Name Plate (Logo) The advertiser's signature appears on the name plate or name block. It embodies the company's and product's personalities. 199

10. Price It's a different aspect of the design. The product's price should be prominently displayed. The price is normally included in the copy's final lines. 11. Product It is the image of the commodity that is being sold. Illustrations of the product in use are a very common practise. 12. Slogan A slogan is a sales pitch. The relevance of the slogan's relationship to the promotional message determines its placement in the layout. 13. Space The whole room left in the space employed by the advertiser is referred to as space. This is dependent on the copy's architecture. 14. Subheading It's a supplementary heading. It's used to endorse the heading or to highlight the text's different selling points. 15. Text The general reading matter is referred to as the advertisement's text or body. It is the copy's subject matter. It should not be too large or too small. 16. Trade Mark It's a word or a design that describes a product. If trademarks are licenced, they can be used in the design. Colour Color is another design feature that can be used to great effect only if its dimensions are known. Both colour and black-and-white layout design have the same basic concepts. The decision to use colour, and how much of it, may have an effect on the development of copy 200