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

and art, as well as the final output of a print ad. Color has a strong impact on advertising costs, but it also has major benefits.  Color enhances the advertisement's attention-getting appeal.  Color can be used to draw attention to key elements in a commercial.  Color can add realism or mood to a scene.  Color gives the advertising a sense of excellence and reputation. 10.34 SUMMARY  The headline is the most important element in most advertising. It is the telegram, which decides for the reader whether to read the copy  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.  A good headline should be succinct, consisting of no more than 8 to 10 words and no more than two lines.  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  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 10.35 KEYWORDS  Credibility: The emphasis of an ad copy should be on the advertising's credibility or reliability  Tone: may be optimistic, funny, insightful, self-deprecating, or even negative in some cases.  Human interest copy: appeals to consumers' feelings and senses rather than their intelligence and judgement.  Expository copy: does not hide something about the product  Advertising theme: reflects a clear point of view or core concept that the message is communicated to the viewer. 201

10.36 LEARNING ACTIVITY Create a logo for any of your product and advertise your product by using all the advertisement copy. ___________________________________________________________________________ ___________________________________________________________________________ _________________________. 10.37 UNIT END QUESTIONS A. Descriptive Questions Short Questions 1. What is meant by message? 2. What is meant by headlines? 3. What are the roles of headlines? 4. Define copy 5. What is meant by copy testing? 6. What is meant by logo? Long Questions 1. Explain the steps in developing a creative advertising strategy 2. Explain the essentials of a good headline 3. Classify the types of advertisement copy 4. Explain the types of illustration 5. Discuss the essentials of a good advertising appeal 6. Describe the process of layout. B. Multiple choice Questions 1. Copy testing is also known as______ a. Pre Testing a. Copy writing b. concurrent testing 202

c. d)Preview 2. If a copy tells openly and directly all the features of a product or a service with the help of suitable pictures, photos and diagrams to impress a customer, it is called? a. Descriptive copy b. Educational copy c. Straight selling copy d. Expository copy 3. The central theme of an advertisement that motivates the consumer to make a purchase decision is? a. Advertising appeal b. Advertisement script c. Slogan d. Headline 4.______is a plan of presenting the message in a more specific and compact form within the advertising space available to the target consumers. a. Advertisement media b. Advertisement copy c. Advertising layout d. Teaser advertisements 5. The type of appeal which is related to a person’s psychological and social needs for purchasing products and services? a. Rational appeal b. Emotional appeal c. Moral appeal d. Humour appeal Answers 1. (a) 2. (d) 3. (a) 4. (c) 5. (b) 203

10.38 REFERENCES Reference Books:  R1, Hard, Norman. The Practice of Advertising Oxford, Butterworth Heinemann, 1995  R2, Kleppner, Otto. Advertising Procedure. Englewood Gill’s, New Jersey, Prentice Hall Inc., 1986 Textbooks:  T1, Aaker, David A. et.al, 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 204

UNIT 11: ADVERTISING CAMPAIGN PLANNING Structure 11.0 Learning Objectives 11.1 Introduction to Advertising Campaign 11.2 Meaning Of Campaign 11.3 Meaning and Definition 11.4 Objectives 11.5 Advertising campaign process 11.6 Steps in advertising campaign planning 11.7 Effectiveness of an Advertising campaign 11.8 Creative Strategies 11.9 Essentials of a good advertising strategy 11.10 Elements of a marketing plan 11.11 Planning an advertising campaign 11.12 Evaluation of advertising campaign 11.13 Agency client relations 11.14 Preparation of the campaign 11.15 Public relations and corporate advertising 11.16 Uses of public relations consultancies 11.17 Difference between advertising and public relations 11.18 The role of public relations 11.19 Public relation tools 11.20 Production and Execution of TVCs and Print ads 11.21 Summary 11.22 Keywords 11.23 Learning Activity 11.24 Unit End Questions 11.25 References 205

11.0 LEARNING OBJECTIVES After studying this unit, students will be able to:  Explain the process of advertising campaign  Explain the effectiveness of an advertising campaign  Discuss the essentials of a good advertising strategy  Describe the public relations and corporate advertising  Discuss the production and execution of TVCs and print aids 11.1 INTRODUCTION TO ADVERTISING CAMPAIGN An integrated marketing communication is made up of a collection of promotional messages that all share a common concept and theme (IMC). During a particular time period, advertising campaigns appear in various media. Determining a champion theme is an important aspect of creating an advertising campaign since it sets the tone for the individual ads and other types of marketing communications that will be used. The core message that will be conveyed by promotional events is the campaign theme. Campaign themes are typically created with the intention of being used for a long time, but many of them are abandoned due to ineffectiveness, market conditions, and/or rivalry in the marketplace and marketing mix. • An advertisement campaign is a planned sequence of identical or similar advertising messages delivered over a set period of time. • It's a well-organized campaign made up of connected but self-contained and independent commercials. • The initiative has a single message and a cohesive approach, even though it is delivered via various media. • A unified theme provides psychological cohesion. • The physical consistency is ensured by visual and oral similarities. 11.2 MEANING OF CAMPAIGN Meaning Campaign, a word taken from the military dictionary. It defines it as a “series of military operations in a definite area with one objective or forming the whole or a distinct part of war; military service in the field” or an organised course of action. 206

A campaign is a unit-focused, short-term communication programme that uses different media and is targeted at a given target audience in the advertising industry. In ads, on the other hand, the consumer is the proverbial \"king,\" who is continually indulged, convinced, and wooed, often by exploiting his own vulnerabilities and susceptibilities. The aim is the same as in a warfare unit: convince people to act. Since advertising campaigns are expensive, they are carefully designed to elicit the desired response. 11.3 MEANING & DEFINITION Both the advertiser and his marketing agency work together to organise the campaign. The advertiser provides a lot of information about the product, the distribution channel, the market, and the company. Other market information, such as target audience, can be collected by the agency. The term \"advertising campaign preparation\" refers to the process of planning an advertising campaign. Many people in the advertising agency are involved in advertising campaign planning, but the advertising manager (for the client), account executive, marketing manager, creative director, publicity strategist, and PR manager are the most important. They create and manage the client's promotional strategy. “An advertising campaign includes a series of ads placed in various media, that are designed to meet objectives and are based on the analysis of marketing and communication situation” – Dunn and Barban 11.4 OBJECTIVES The most important thing to know before starting an ad campaign is: What are you promoting and why are you promoting it? The term \"why\" refers to the aim of a marketing campaign. An advertisement campaign's aim is to raise awareness of a product or service. 1. Establishing a clear brand identity. 2. Increase market share and growth. 3. Have an effect on a buyer's decision. 4. Increase the perceived value of the product. 5. Encourage sales and other forms of communication. 6. Educate the public. 207

7. A friendly reminder. 8. Recover profits that have been lost. 9. Keep the commodity in the spotlight. 11.5 ADVERTISING CAMPAIGN PROCESS The following is the process for creating an advertisement campaign: Research: The first move is to conduct market research for the marketed product. It is essential to research product demand, competitors, and so on. Know your target audience: you must know who will purchase your product and who should be targeted. Setting the budget: The next step is to set the budget, taking into account all of the variables that play a role in the promotional process, such as media, meetings, and paper work, as well as the areas where funds are needed. Deciding a proper theme: the campaign's theme must be determined, including the colours to be used, the graphics to be identical or nearly similar in all commercials, the music and voices to be used, the commercial design, the message to be conveyed, the vocabulary to be used, jingles, and so on. Selection of media: the media (or number of medias) chosen should be those that will hit the target audience. Media scheduling: The ad must be scheduled precisely so that it is visible, read, or heard by the intended customers at the appropriate time. Executing the campaign: Ultimately, the campaign must be carried out, and the results must be registered. Print and electronic media are the most commonly used media platforms. Newspapers, magazines, pamphlets, posters, and hoardings are examples of print media. Tv, television, e- mails, text messaging, and telephonic advertisements are examples of electronic media. The only thing to note is to set an appropriate frequency for the ad campaign so that the ad is recognisable and consumers have enough time to understand it. There is no set duration for any campaign. Some campaigns are seasonal, while others run all year. The timing of each campaign is different. Some promotional campaigns are focused on media, while others are based on geography, product, or objective. It is observed that most promotional campaigns are successful; however, if the goal is not achieved, the theory is redone, necessary modifications are made based on experience, and the remaining campaign is continued. 208

11.6 STEPS IN ADVERTISING CAMPAIGN PLANNING 1. Analyse the situation – Gather knowledge about your competition so that you and your team have a general understanding of the marketing landscape. This allows your team to evaluate the strengths and disadvantages of your product, as well as give you an understanding of your market competition and past promotional campaigns. 2. Have an objective – Creating publicity for a new initiative, modifying the brand's current image to improve customer anticipation, running a trial, and focusing on your competitors' vulnerabilities are all examples of practises that can help your promotional campaign succeed. 3. Target consumers – When you categorise the market in terms of consumers rather than goods, your promotional strategies can have a much greater effect on the intended audience. Market research and surveys on subconscious buying behaviour will also help you better understand your customers. 4. Make a statement – The promotional campaign's concept is just as important as the words you use. In reality, it's probably the most crucial phase in your campaign's preparation. It's also the most difficult move because it involves condensing the entire advertising campaign's idea into a single sentence. (‘Think small,' says Volkswagen, ‘I'm loving it,' says McDonald's, and so on.) 5. Have a media strategy – There are occasions when mass media is sufficient to make the ad campaign popular with customers. However, in this day and age of social media, it is always best to promote your brand and campaign through multiple platforms. 6. Set a budget – Before you can set a budget for your promotional campaign, you must include everything, including media, paperwork, advertisements, and productions. 7. Take an inventory - Make a list of the tools available at your organisation that can be included in the creation of your ad campaign. Staff members' talents and abilities should be recognised as well, as they will aid in the development of your campaign. 8. Stick to a theme – The promotional campaign should have a consistent theme. Is the commercial going to be nostalgic or sentimental in nature? To preserve the campaign's credibility and to reinforce the message you want to give to your customers, all of the ads in your advertising campaign should basically adhere to a central theme. 209

11.7 EFFECTIVENESS OF AN ADVERTISING CAMPAIGN 1. Create a personal connection – Use your advertisement campaign to address the problems you want to concentrate on. People are more involved in campaigns when they see that you care. 2. Keep it simple – It can be difficult to address a big problem while simultaneously attempting to sell the goods to your customers via an advertisement campaign. However, when it comes to advertising campaigns, minimalism and simplicity are crucial. 3. Be honest – Customers value integrity and transparency when it comes to any advertisement campaign. Overselling a product and pretending it to be something it isn't erodes credibility, while authenticity will help the campaign draw more customers. 4. Repetition can be effective – Though constant repetition of the same message can cause your consumers to lose interest in your advertising campaign, creatively repeating the message to get your point across, such as two ads sending out the same message as part of the same advertising campaign, will pique your customers' interest in your product. 5. Identify the purpose of the campaign – What is the goal of your campaign? Is it a means of raising awareness? Is the campaign launching a new product or introducing a new application for an existing product? You can better communicate with your customers by determining the intent of your advertisement campaign. 6. Choose the right time for launching the campaign – The majority of promotional campaigns are carefully carried out during peak seasons. Consumers would search for fresh and more appealing items in the market if a festive season is approaching. Launching a new promotional campaign at this moment catches the interest of your customers, resulting in a successful campaign. 11.8 CREATIVE STRATEGIES A Creative Strategy is a statement intended to compel others to take action. The advertiser's Creative Strategy typically focuses on the customers' purchasing motivations. The pleasing total output of a radio serves as a foundation for motivating music, and the vitamin content of a drug serves as a Creative Strategy for motivating the public to listen to their wellbeing. Any product, however, can have a variety of Creative Strategies. Both the advertiser and his marketing agency work together to organise the campaign. The advertiser provides a lot of information about the product, the distribution channel, the market, and the company. Other market information, such as target audience, can be collected by the agency. The term \"advertising campaign preparation\" refers to the process of planning an advertising campaign. Many people in the advertising agency are involved in advertising campaign 210

planning, but the advertising manager (for the client), account executive, marketing manager, creative director, publicity strategist, and PR manager are the most important. They create and manage the client's promotional strategy. 11.9 ESSENTIALS OF A GOOD ADVERTISING STRATEGY The following are the basic components of a successful marketing strategy: 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. 11.10 ELEMENTS OF A MARKETING PLAN A effective marketing strategy must be in line with the strengths of the company's different departments. The four basic elements of a model marketing strategy are:  Situation analysis  Marketing objectives  Marketing strategy, and  Action programmes. 211

Situation Analysis The following broad areas must be reviewed and answered during the situation analysis: The company's history and development, its goods or services, and its sales volumes are all important factors to consider. Current market value and share patterns for the concerned brand's segment, as well as competitive goods. The aim is to increase the brand's market share and volume.  Establish who are the primary consumers of the product, the rich middle class, destitute rural or urban.  Consider brands characteristics, physical, functional and psychological; what primary benefits accrue to the consumer of the attributes which have a competitive edge. Marketing Objectives After the situation analysis is completed, the organisation can set clear marketing goals with a deadline.  Introduce the product in five new geographic areas to assess marketing.  In each of the second and third years, to discover five new territories.  By the end of the third year, all of India would have been covered.  At the end of the third year, to have a 30% share of the national market.  Marketing objectives should preferably be rational conclusions drawn from an analysis of the company's current situation, as well as management's forecasts of future trends. Some businesses set goals based on total sales volume, sales volume by different products, market segments, consumer types, market share overall or by product line, and gross profit overall or by product category. Other marketing goals include product line expansions or deletions, the establishment of new distribution networks, the exploration of new geographical areas, the implementation of new pricing practises, and the retention of field sales personnel. Marketing Strategy 212

The marketing strategy portion of the marketing plan determines how the marketing target can be met. The strategy is the overall directional thrust for achieving the target, including selecting the most appropriate approach and the marketing plan's \"how to.\" Other critical inputs in a plan include determining the correct marketing mix to follow; and product positioning, or \"what the product does.\" Companies usually experiment with two types of positioning: one is to pick a similar position next to a competitor's and compete, and the other is to choose a position that no one else has occupied, i.e., searching for a vacant slot. Some businesses use price strategy to their benefit, both at the low and high end of the market. 11.11 PLANNING AN ADVERTISING CAMPAIGN The advertising agency examines the marketing strategy in order to determine how the director, and the organisation, can make strategic choices in the future. Some businesses are now enlisting the help of advertising firms in developing their marketing strategies. The single most important goal of advertising is to place a brand. Its particular planning paradigm changes, but the core meaning remains the same. Any problem is approached through a planning cycle, which is a continual process of learning, adjustment, and adaptation to changing circumstances. The following concerns and issues are answered and discussed: Where are we in the mind of the consumer? Is it familiar with the commodity or completely unfamiliar with it; are there any misunderstandings or misperceptions about it? Where are we in the market? This should address the brand's and category's current sales situation, as well as the overall market and relative share of the brand, sales volumes in rupees, and any seasonal or geographic skews. Why are we there? Examine the reasons for the current market position (or lack thereof), distribution issues, competitor pricing strategies, brand image, corporate image, customer response to the product, and the reasons for the same, as well as the factors that have led to the brand personality and positioning. 213

Where do we go from there? A company's marketing goal is to widen its market from metros to include mini metro cities, while its communication goal is to identify potential customers in mini metros, their communication patterns, and media accessibility. How do we get there? In reality, it is the most important aspect of planning the strategy to achieve the goal, the planned path to achieve the goal. The strategy must cover both artistic and media preparation, as well as the exercise's economics. Criteria for Choice The media strategy should include the following three requirements for selection: Medium as Message: Determine which medium can contribute the most simply by looking at its purpose and associations; how do people use the media, for how long, with whom, when, and where? Medium as Medium: What tool, if any, is ideally suited to eliciting target responses and creative expressions in order to achieve those responses? Medium as Vehicle: A vehicle is a part of a medium. MTV, Star, Doordarshan, BBC, National Geographic, Discovery, and CNBC, for example, are vehicles in the medium of broadcasting, but each one caters to different tastes and different target audiences. Most ad agencies would drop a campaign if it started running, but some of the most popular campaigns outlive their usefulness, and the reasons are not difficult to find. Here are a few examples: Successful campaigns also contribute to advancement in the careers of those who were responsible for them. Market research that is positive. A change of agency has occurred. 214

The Prestige pressure pan, the Dettol, Milk maid, and the Dunlop radial tyers campaigns are only a few of the other campaigns that were truly an outcome of the teamwork between the marketing and advertising teams from both marketers and ad agencies. According to critics, Prestige pressure pan stands out as an outstanding example of teamwork between R&D, marketing, and communicators as the pioneer of a new product category. Top of mind comprehension, imagination, appeal, originality, technological execution, and desire to see the ad were some of the criteria viewers could score advertising on. Other criteria included credibility, timeliness, and information quality. In conclusion, any campaign requires a change because conditions change and people's perceptions shift. 11.12 EVALUATION OF ADVERTISING CAMPAIGN The following procedure can be used to evaluate the outcome of an advertising campaign: Appearance of campaign The actual presence of the ads will be examined by both the agency's account manager and the client's advertising manager. It is possible that new issues will emerge. It's possible that certain insertions were made incorrectly. It's possible that the printing quality was bad. Strikes may have prevented the commercials from appearing at all. This is especially important if a new product is being introduced to the market and its success is contingent on coincidental ads. If something goes wrong, the campaign's cost effectiveness may be jeopardised. Recall research There's always time to improve a campaign, and next-day recall testing can be used to see if people heard, remembered, and reacted to the ads. Charging out Since the campaign's output may have taken weeks or months, it's possible that some of the agency's expenses have already been invoiced. Media companies demand timely payment, and agencies must invoice clients on time as well. It should be noted that creditworthiness is a prerequisite of agency recognition, and that an agency could not thrive if it did not make 215

accounts until the end of a campaign that could last for months. Checking and authorising agency accounts is the responsibility of the client's advertising manager. Assessment of results Have the campaign's goals been accomplished? If the marketing mix includes a variety of sales influences, this could be more difficult to determine. If a certain number of viewers is needed, weekly audience ratings can be added together until the desired number is reached. The advertisement can then be refreshed, which prevents audiences being bored and saves money over saturation ads. 11.13 AGENCY CLIENT RELATIONS A successful partnership leads to good advertising, which necessitates the involvement of both a skilled advertising manager representing the client and a skilled account executive representing the agency, both of whom must work as partners. Otherwise, the customer will start searching for a new agency and the partnership will sour. 11.14 PREPARATION OF THE CAMPAIGN Preparation for the presentation The campaign will be put together for presentation to the client once the proposals have been decided upon. Even though professional and commercial artists may not have been engaged for artwork at this point, visuals will be worked up into nearly finished layouts, and copy will be depicted on the layouts rather than actually set. The media schedules will be carefully planned, and preliminary bookings in some magazines will be needed. Presentation to client The customer must be persuaded that the scheme would produce the desired outcome, or at the very least contribute successfully to the sales goal, which may be determined by factors other than advertisement. The consent of a variety of company directors and executives representing the board, marketing, distribution, publicity, and public relations is a common problem at client presentations. 216

Putting the scheme into operation The campaign isn't the agency's only one, so it's important to schedule the work that goes to each department so that the ads are created, distributed, and inserted correctly. A regular audit will be performed to ensure that all work is completed on time. Similarly, a schedule must be followed in the production of TV advertisements, which includes the hiring of a producer and film team, casting, filming, and editing. Liaison work of account executive The client must be kept to the timetable, but there may be changes that must be made, and often clients do not realise what they really want until the innovative work has progressed. When time is running out, alternatives may cause problems and stresses such as increased costs or additional work. Approved advertisements to the media The ads are sent to the media after everything has been completed and authorised. It's possible that amendments would have to be discussed. This does not imply that the advertiser or agency wanted to end the campaign, but rather that a comment or argument was made too zealously, or that something immoral was read into the advertising that was not intended. 11.15 PUBLIC RELATIONS AND CORPORATE ADVERTISING Meaning and Definition If public relations are to be effective in educating the market, it must first build understanding through awareness. To sell, advertising must be convincing, and it can be emotional, dramatic, and definitely partial. Press relations are also considered to be the sole focus of public relations. In matters unrelated to marketing and advertisement, such as culture, employee, shareholder, and political ties, to name a few. IPR definition. ‘Public relations practice is the planned and sustained e ort to establish and maintain goodwill and mutual understanding between an organisation and its public’. “Public relations practice is the art and social science of analysis trends, predicting their consequences, counselling organisation leaders, and implementing planned programmes of action which will serve both the organisation and the public interest.” 217

11.16 USES OF PUBLIC RELATIONS CONSULTANCIES  Where a company does not have its own public relations department, a public relations consultancy may be hired to carry out a public relations campaign.  When the public relations department is overburdened, an outside unit can step in to help.  When a third-party advisory service is needed.  A consultancy can be used when a special ad hoc service is needed.  When a business is located far from a media centre. 11.17 DIFFERENCE BETWEEN ADVERTISING AND PUBLIC RELATIONS Advertising reaches its target audience through media purchased by the advertiser. The general public regards advertisements with cynicism or outright dismisses them. As a result, ads may not be the best medium for establishing credibility in an integrated marketing relations programme. Certain public relations communications aren't openly funded or compensated. After the messages have been checked and edited by the media, people receive these communications in the form of news articles, editorial interviews, or feature stories. When it comes to establishing reputation, public relations is typically the best option. Public relations communications are difficult to measure. The effectiveness of public relations is highly dependent on the experience and skill of those who carry it out. Although public relations may have more legitimacy, advertising has greater awareness and influence, which is why many businesses use corporate advertising to communicate their public relations messages. 11.18 THE ROLE OF PUBLIC RELATIONS The primary function of public relations is to manage a company's image and to aid in the development of public support for its operations. Public relations is a term that is widely misunderstood and misused. Part of the misunderstanding stems from the fact that public relations is such a broad term. It can be a term, a profession, a management function, or a way of doing things. 218

Any business, organisation, or government agency has a network of people with whom it interacts. Employees, clients, stockholders, rivals, and suppliers are all possible candidates. These individuals are referred to as stockholders by marketing professionals. Each of these classes is referred to as one of the organization's publics in PR parlance. Failure to do so may result in a loss of customers and sales, as well as time spent dealing with complaints or litigation and a loss of reputation. Companies and organisations must understand the breadth of impact of their decisions because of the strong influence of public opinion. Changes in management or pricing, labour bargaining, the launch of new goods, or changes in delivery processes are all examples of significant policy decisions. Effective public relations can help people understand each other and achieve positive results. In a nutshell, the aims of public relations are to sway public opinion in the organization's favour, create credibility, and develop and sustain a positive image. 11.19 PUBLIC RELATION TOOLS News releases and media kits The most commonly used PR tool is a press release, which consists of one or more written sheets of information distributed to create attention or shed light on a topic of interest. Topics could involve the launch of a new product or the promotion of a senior executive. The attention obtained at staged events such as news conferences or open houses is aided by a press kit. It provides a simple fact sheet with event details, as well as a programme or activity schedule. Photos A photograph tells the storey more quickly. Photos should be of high quality and need minimal clarification. Typed captions should accurately explain the picture and identify the people in it. Feature articles Feature articles lend prestige to a business or product. Editors prefer them because they don't have a set deadline and can be released whenever the editor wants. Case studies, how-to fetish as problem-solving examples, and state-of-the-art technology updates are all possible features. Roundups about what's going on in a particular industry and editorials are two other formats. 219

Printed materials The most common instruments used by public relations practitioners are printed documents. They may be business or product brochures or pamphlets, consumer notes, or enclosures that come with monthly statements, annual reports to stockholders, other reports, or house organs. Posters, exhibits, and bulletin boards are all available. Internally, posters may be used to emphasise protection, security, waste reduction, and courtesy. Exhibits are used by businesses to describe their past, introduce new products, demonstrate how products are manufactured, and clarify future plans. Employees are frequently informed about new equipment, meetings, promotions, new items, construction plans, and leisure news through bulletin boards maintained by the public relations department. Audiovisual materials Slides, films, film setters, and videocassettes are all examples of audiovisual materials that can be used for instruction, sales, or public relations. Many public relations departments sell video news releases (VNRs), which are news or feature stories prepared by a corporation and distributed for free to television stations, which can use the entire video or only excerpts. 11.20 PRODUCTION AND EXECUTION OF TVCS AND PRINT ADS 1. Production& Execution of TV Commercial The commercial film is extremely successful at generating an impression or picture, constructing an argument, or developing a plot that can be used to influence viewer perceptions in subtle ways. Ad films may take a variety of forms, borrowing or expanding on a variety of common, appropriate programme types, such as cartoon animation, news reports, and dramatisation. Ad films are usually ineffective at providing a nuanced, informative mass of data or argument to someone who isn't already an expert. Specific content is difficult for viewers to absorb. Only broad observations and insights, as well as a few key points, are likely to be remembered. It is often clear whether or not a film would be beneficial and what it can contain. However, the communications goal is always straightforward, although the film's type and content are subject to a variety of approaches or interpretations. In these situations, it can be beneficial to maintain an open mind about the film's final shape. Suggestions from potential producers may be enlighteningly diverse, and 220

they may provide possibilities for making memorable, effective Ad films of a sort that is very different from any initial ideas about how it should be achieved. The steps below cover the majority of the steps involved in a medium-sized development. Developing a Production Schedule The best way to handle the production is to make a preliminary schedule. The production schedule is usually dictated by broadcast or distribution deadlines (the written timetable listing the time allotted for each production step). If you don't prepare carefully, you might miss a crucial deadline, rendering the production useless. Selecting Key Production Personnel The remaining above-the-line production staff are taken on board at this time. The production manager and director, as well as the main creative team members, are among the above-the- line staff, in addition to the producer and writer. Technical personnel are, of course, below- the-line employees who are typically delegated later. Deciding on locations Deciding on locations If the production isn't done in the studio, the next move is to choose key locations. A location scout or location manager should be employed for a big production to locate and arrange the use of the script's suggested locations. While shooting in a TV studio is much more convenient, the authenticity of “real” locations lends itself to dramatic productions. Film commissions in cities that promote TV and film production include images and videotapes of interesting shooting locations in their city. These commissions can be found in most major cities and can provide information on user fees as well as who should be contacted. Changes to the on-location settings are often needed. Rooms may need to be repainted or redecorated, and signs may need to be updated, among other things. Deciding On Talent, Wardrobe and Sets Depending on the type of production, auditions will be held as part of the casting process at this stage (selecting the people for the various roles). Contracts can be agreed and signed after decisions have been taken. After the talent or actors have been chosen, the wardrobe selection will begin. After a set designer is hired, he or she will read the script, probably do some testing, and then meet with the director to discuss preliminary ideas. After the parties have reached an agreement, drawings of the sets can be created for final approval before 221

construction begins. Rehearsals will then be arranged, from the initial table readings to the final dress rehearsal. Even if the sets aren't complete, the actors will begin reading the script with the director to determine speed, focus, and simple blocking (positioning of sets, furniture, cameras, actors, etc.). Final blocking and dress rehearsals will begin once the sets are completed. Deciding on the Remaining Production Personnel Arrangements for key technical staff, supplies, and services may be made at this time. This covers equipment and production facility rentals. Transportation, catering (food and beverage trucks), and on-site lodging (for overnight stays) must all be planned. If there are any unions involved, their arrangements may include job descriptions and basic crew roles. Working hours will be defined, as well as phased pay increases for overtime hours. In addition, unions also establish minimum requirements for transportation, food, and lodging. Obtaining Permits, Insurance and Clearances It's not possible to simply go to the place of your choosing, set up a tripod, and start taping in major cities or several foreign countries. Pass permits, licences, security bonds, and insurance plans are all things that must be arranged. Permits are rarely needed for spot news and short documentary segments. Filming permits are also required in many semipublic interior locations, such as shopping malls. Liability insurance and security bonds may be required, depending on the nature of the production, in the event that an accident is directly or indirectly attributed to the production. In certain cases, the governing body will restrict outdoor production to particular areas and hours. If there is a street scene and traffic will be disrupted, special police will need to be arranged. A broad range of clearances are included in this group. They provide everything from permission to use pre-recorded music to satellite time reservations. If clearance cannot be provided, other options must be investigated as soon as possible. Selecting Video Inserts, Still Photos and Graphics As time goes by, software inserts can be chosen. Arrangements for shooting and obtaining VTR or film inserts, still images, and graphics can be made during this process. Current stock footage is obtained (usually for a fee) from film or tape libraries around the country where possible. At this point, the first music choices are made. For music and visual inserts, copyright clearances and royalties must be sorted out. (These topics will be covered in greater depth later.) 222

Rehearsals and Shooting Rehearsals may take place minutes or days before the actual shooting, depending on the type of production. Until taping begins, rehearse live-on-tape productions (without stopping except for major problems). Early walk-through rehearsals, video rehearsals, and one or more dress rehearsals are all included. Single-camera, film-style productions are taped one scene at a time. Rehearsals are usually held right before each scene is recorded. The Editing Phase Following the completion of filming, the producer, director, and videotape editor review the tapes and make editing decisions. This has usually been performed in two stages for large productions. Off-line editing, which uses copies of the original recordings, is the first step. Off-line editing choices are usually made while editing a time-coded copy of the original footage. The output then switches to on-line editing, where much more advanced (and expensive) equipment is used to produce the edited master, the final edited version of the tape, using this edited tape and an EDL (edit decision list) as a reference. All required sound sweetening (enhancing), colour mixing, and special effects are applied during this final editing process. The need for an off-line editing process may be removed, or at least made optional, as high-quality nonlinear, automated editing becomes more widely used. Postproduction Follow-Up While the majority of the production crew will be finished after the show wraps (ends), there will still be a lot of follow-up work to be completed. Final bills must be charged, financial statements totaled, and the production's performance or loss assessed. 2.Production & Execution of Print Ads In print ads, the most important format elements are:  Headline,  Headline,  Subheads,  Body Copy,  Slogans,  Seals,  Logos,  Signatures, 223

 Visual Elements, And  Layout. Customers don't notice the clever media strategy or the cutting-edge technology; they notice the advertisements. Initial preparation is important, but without proper imaginative implementation, it is meaningless. As a result, once the plan is in place, the emphasis turns to achieving exceptional creative execution. The designers, copywriters, public relations experts, Web specialists, and advertisers collaborate on the innovative concepts after developing a project brief. Headline The words in the advertisement's leading role are included in the headline. These are the words that will be read first or that have been strategically placed to get the reader's attention. To make headlines stand out, they are almost always set in larger, darker form and separated from the body copy. Most advertising professionals consider the headline to be the most critical aspect of a print ad. The headline's primary purpose is to grab the reader's attention, pique their curiosity, and guide them through the entire ad message. A headline written in large letters occupying the entire top half of the ad is a common technique for grabbing attention. Although the graphic component of the advertising is obviously significant, research has shown that people read the headline first in a print advertisement, followed by the visual or illustration. Just 20% of people who read the headline also read the body text, according to research. To get the reader's attention, the headline must state the key point, theme, or proposition, providing a compelling reason to read the product or service's body copy, which contains more informative and convincing details. In certain print advertisements, the body copy is completely absent, leaving the title and description to convey the entire ad message. Advertisers choose publications that appeal to specific target audiences in order to capture the attention and interest of those most likely to purchase a product or service. Only those who want to advertise on the Internet will be interested in the headline of the'media2india.net' advertising in A&M magazine, for example. For writing a good headline, there is no formula that can be suggested. Many different variants are used by copywriters, and a variety of considerations must be considered when determining an appropriate headline: 1. The headline should be short and clear, with no more than ten sentences. 224

2. The headline should contain an invitation to the prospect, the primary advantages of the product or service, the brand name, and an intriguing concept to entice the reader to read the rest of the advertising. 3. The headline should be targeted, appealing only to the best prospects. 4. Use an action verb in the headline. Gain headlines are used by advertisers to entice customers with the hope of a rewarding experience with their product or service. Clear statements of the product's most significant value are included in such headlines. The headline of a news/information storey reveals or promises information. \"Alto makes its debut outside of Japan for the first time - in India,\" read the headline of a Maruti Alto advertisement. Copywriters use provocative and curiosity-inducing headlines to elicit questions and opinions. \"Don't Buy DVD,\" read the Samsung DVD headline. The reader must continue reading the body copy to learn more. Readers could not read much further than the headline in some cases. To prevent this, the creative professional creates graphics that help to illustrate the message or add interest to the plot. Copywriters also use a question headline to motivate readers to look for an answer in the ad's body copy. \"Why Kenstar Microwave Oven?\" read the headline of a Kenstar microwave oven advertisement. This sort of headline piques the reader's interest and imagination. If the reader can easily or negatively answer the query, the rest of the ad is unlikely to be read. If the headline asks, \"Do you want to buy insurance?\" the reader will answer \"No\" and turn the page without continuing to read. Command headlines that instruct readers to do something are often read. Copywriters use targeted headlines to appeal to specific consumer groups. Byjus.com, for example, caters to CBSE, ISC, IIT, and JEE students. Others than those students are unlikely to notice this advertisement. Subheads While many advertisements include just one headline, they also have one or more secondary heads known as subheads. A subhead is a smaller headline that appears either above or below the main headline. A kicker or overline is a subhead that appears above the headline and is often underlined. Subheads can also be found in body copy. Subheads are normally smaller than the headline but larger than the body text, and they may be bold or italic. Subheads are often used to improve readability by highlighting key sell points and to better support the interest stage. Subheads are longer than headlines, more akin to a sentence, and act as a transition between headline and body copy. 225

Body Copy The body copy refers to the main text section of the commercial. The body copy is the logical continuation of the headline and subheads, and it includes the entire sales narrative. It covers the product or service's features, advantages, and utility, but having the viewer to read the body copy is always difficult. Just about ten percent of readers read the body text, according to estimates. The body copy should be long enough to fit the whole message while still being brief enough to keep the reader's attention. The copywriter must appeal to the prospect's self- interest by describing how the product or service would meet the need. Figure 11.1 Body copy Slogans or Theme Lines and Taglines Many slogans are used in headlines that are popular (a series of ads run under an umbrella theme). A clever phrase that serves as a reminder of a brand, company logo, or theme is known as a slogan. It helps create a positioning statement and offers consistency to a sequence of advertisements in a campaign. The slogan \"Diamonds are Forever\" is used by DeBeers. \"Just do it,\" says Nike, while Philips' motto is \"Let's make it better.\" Taglines are used at the end of advertisements to summarise the message and make it memorable (Let Us Make Things Better). A slogan is created when a tagline is used regularly in all marketing communications. Seals, Logos, and Signatures When a product meets the standards set by a specific organisation or institute, such as the ISI label, ISO 9002, or Energy Star, a seal is awarded. These seals give the advertiser's product 226

an independent, valuable endorsement. Logos and signatures are unique designs that represent the advertiser's business or product. A logo is a distinguishing mark that distinguishes an organisation or a brand. The name of a business or brand written in a distinctive type style is known as a signature. Apple, Muscleman of MRF, Kellogg's, Intel Inside, and HP, for example, appear in all company commercials, are instantly recognised, and offer the product individuality at the point of sale. Visual Elements Print advertisement relies heavily on visual elements, which are the responsibility of designers and/or photographers. Visual components have the following purposes: 1. Draw the reader's attention to yourself. 2. Clarify any statements made in the ad text. 3. Determine the advertisement's subject. 4. Demonstrate the product in a real-world environment. 5. Persuade readers that the copy statements are true. 6. Use the headline to pique the reader's attention. 7. Emphasize the brand's distinguishing characteristics. 8. Give the brand or advertiser a good first impression. 9. Qualify readers by weeding out those that aren't serious prospects. Layout A layout is the physical arrangement of a finished advertisement's headline, subheads, body copy, slogan, seal, logo, signature, and visual elements in an organised manner. It shows where each ad part will go and provides instructions to those who are working on the ad. The copywriter determines the amount of space available to work with and the amount of copy that should be prepared. It aids the art director in deciding the visual scale. Layouts are normally created in rough form and submitted to the advertiser for approval. 227

Figure 11.2 Layout of a Gillette Advertisement Design Principles Since the advertiser only has a second or two to catch the reader's attention, ads must be crafted to get their attention right away. Good design not only attracts attention but also keeps it, conveying as much detail as possible in the shortest period of time while also making the message more understandable. The following are the basic design principles: Since the advertiser only has a second or two to catch the reader's attention, ads must be crafted to get their attention right away. Good design not only attracts attention but also keeps it, conveying as much detail as possible in the shortest period of time while also making the message more understandable. The following are the basic design principles: 1. Unity: The theory of unity is regarded as the most essential in architecture. Every piece of innovative advertising has the same look and feel. The entire layout (copy, visuals, headlines, logos, and so on) should look like a single cohesive composition. If the ad isn't cohesive, it can fall apart and become a visual mess. Elements gain order as a result of unity. 228

2. Balance: Many designers hold the view that balance is a basic rule of nature. Controlling the scale, tone, weight, and position of the elements in the ad is known as balance. When equal weights or forces are equidistant from a reference point, such as the imaginary vertical line drawn from the advertisement's middle, it is said to be asymmetric. 3. Contrast: Contrast is a term that refers to a wide range of things. It brings a layout to life and emphasises those elements. Contrast is created by varying the scale, shape, and colour of layout elements. Making a word or phrase bold or italic draws attention to it and creates contrast between type elements. 4. Sequence or eye movement: The ad should be organised in such a way that customers can read it from left to right and top to bottom. The order in which elements appear in a series aids the reader's eye in following a structural path. The elements should be arranged in such a way that the eye begins where the advertiser wants it to begin and follows the path in the advertisement. The \"Z\" and \"S\" arrangements are the most popular. 5. Emphasis or proportion: 5. Emphasis or proportion: The division of space among layout elements is referred to as emphasis. That is, emphasising or concentrating on a single element or a group of elements to make them stand out among layout elements for a pleasing optical effect. The designer must choose whether to emphasise the image, caption, logo, or copy. If all of the elements are given equal weight, the ad would have no emphasis at all. 6. Using Colour: Another physical aspect of layout is colour, which can be used to great effect only if its dimensions are known. Both colour and black-and-white graphic design follow the same basic concepts. The decision to use colour, and how much of it, may have an effect on the development of copy and art, as well as the final output of a print ad. Color has a strong impact on advertising costs, but it also has major benefits. 1. Color enhances the advertisement's attention-getting value. 2. Color may help to emphasise essential elements in an advertisement. 3. Color can add realism or mood to a scene. 4. Color may aid in the recognition of a brand name, package, or trademark. 5. Color gives the advertising a sense of quality and prestige. 229

Print advertising has the ability to compete with television advertising. In advertising, print has the potential to create stunning, eye-catching colours. Color is appropriate for a variety of product categories, including food, fabrics, and fashion. Typography and Copy Testing The art director's job is to choose the best form types to match the ad's tone while still enhancing the desired product personality. Typefaces, style, and readability all have an effect on the display of advertisements. While good type selection cannot compensate for a weak headline, bad body copy, or an inappropriate illustration, it can help to pique readers' interest and draw them in. Production managers and graphic artists must be aware of the five main style families, as well as the artistic differences within each type family and the layout of type. When choosing form, they should always keep four things in mind: readability, appropriateness, harmony or appearance, and focus. 11.21 SUMMARY  A campaign is a unit-focused, short-term communication programme that uses different media and is targeted at a given target audience in the advertising industry  An advertisement campaign is a planned sequence of identical or similar advertising messages delivered over a set period of time.  An advertising campaign includes a series of ads placed in various media, that are designed to meet objectives and are based on the analysis of marketing and communication situation  Gather knowledge about your competition so that you and your team have a general understanding of the marketing landscape.  Market research and surveys on subconscious buying behaviour will also help you better understand your customers. 11.22 KEYWORDS  Creative Strategy: is a statement intended to compel others to take action  Good theme: suggests that the prospects must be educated about something 230

 Marketing strategy: portion of the marketing plan determines how the marketing target can be met  Press relations: are also considered to be the sole focus of public relations  Photos: should be of high quality and need minimal clarification  Feature articles: lend prestige to a business or product 11.23 LEARNING ACTIVITY A character hook uses a hero, villain, or victim to embody a key attribute of a brand. Great heroic character hooks include Ronald McDonald, a hero of happiness created in 1963. Ronald helped McDonald's to own family fast food. How effective was this character? Consider that 96% of school children in the United States can identify Ronald McDonald. Only Santa Claus is more commonly recognized. ___________________________________________________________________________ ___________________________________________________________________________ _______________________________. 11.24 UNIT END QUESTIONS A. Descriptive Questions Short Questions 1. What is meant by campaign? 2. What is meant by advertising campaign? 3. Define Advertising Campaign 4. List the steps in advertising campaign planning 5. What is a creative strategy? Long Questions 1. Explain the steps in advertising campaign planning 2. Discuss the effectiveness of an Advertising campaign 3. Explain the essentials of a good advertising strategy 4. Difference between advertising and public relations 5. Production and Execution of TVCs and Print ads 231

B. Multiple choice Questions 1. ________ define the task that advertising must do with a specific target audience during a specific period of time. a Advertising strategies b Message decisions c Advertising campaigns d Advertising objectives 2. Single colour used in an advertisement is called,_______ a. Mono colour b. Single Print c. Spot Colour d. Mono Media 3. Media planners consider many factors when making their media choices. According to the text, all of the following factors would be considered EXCEPT: a. The fashion ability of the media. b. The media habits of target consumers. c. The nature of the product. d. The type of message to be used. 4. Which of the following mass media forms has the disadvantages of long ad-purchase lead time, high cost, no guarantee of position? a. Newspapers b. Television c. Magazines d. Radio 5. _________________ combine(s) sight, sound, and motion; appeals to the senses; and, has a low cost per exposure as advantages. 232

a. Newspapers b. Television c. Direct mail d. Radio Answers 1. (d) 2. (c) 3. (a) 4. (c) 5. (b) 11.25 REFERENCES Reference Books:  R1, Hard, Norman. The Practice of Advertising Oxford, Butterworth Heinemann, 1995  R2, Kleppner, Otto. Advertising Procedure. Englewood Gill’s, New Jersey, Prentice Hall Inc., 1986 Textbooks:  T1, Aaker, David A. et.al, 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 233