UNIT IIIUNIT IIIDESIGN AND EXECUTION DESIGN AND EXECUTION

OF ADVERTISEMENTSOF ADVERTISEMENTS

P.S.VENKATESWARANP.S.VENKATESWARAN

CREATING A MESSAGECREATING A MESSAGE Effective communication requires the Effective communication requires the

message source to create (encoding) a message source to create (encoding) a message that can be interpreted (decoding) message that can be interpreted (decoding) by the intended message receiver.  by the intended message receiver. 

In advertising, the act of creating a message In advertising, the act of creating a message is often considered the creative aspect of is often considered the creative aspect of carrying out an advertising campaign.  carrying out an advertising campaign. 

And because it is a creative process, the And because it is a creative process, the number of different ways a message can be number of different ways a message can be generated is limited only by the imagination generated is limited only by the imagination of those responsible for developing the of those responsible for developing the message.  message. 

When creating an advertising When creating an advertising message the marketer must consider message the marketer must consider such issues as:such issues as:

1.1. General Message Factors General Message Factors

2.2. Message Structure Message Structure

3.3. Message TestingMessage Testing

General Message FactorsGeneral Message FactorsWhen developing the message the When developing the message the marketer must take into consideration marketer must take into consideration several factors including:several factors including:

Characteristics of the Target AudienceCharacteristics of the Target Audience – – The makeup of the target audience The makeup of the target audience

(e.g., age, location, attitudes, etc.) (e.g., age, location, attitudes, etc.) impacts what is conveyed in the impacts what is conveyed in the message. message.

Type of Media Used – The media outlet Type of Media Used – The media outlet (e.g., television, print, Internet, etc.) (e.g., television, print, Internet, etc.) used to deliver the message impacts used to deliver the message impacts the way a message will be created. the way a message will be created.

ONE-SIDED MESSAGEONE-SIDED MESSAGE Persuasive communication that presents only Persuasive communication that presents only

one point of view; also called one point of view; also called one-sided appealone-sided appeal. . Most mass media advertising messages are Most mass media advertising messages are one-sided. one-sided.

A one-sided message is more appropriate for an A one-sided message is more appropriate for an audience that is favorably inclined toward the audience that is favorably inclined toward the view being presented or is unlikely to be view being presented or is unlikely to be exposed to the other side. exposed to the other side.

A religious fund-raising appeal is usually one-A religious fund-raising appeal is usually one-sided on the assumption that the targeted sided on the assumption that the targeted audience is favorably feeling like toward the audience is favorably feeling like toward the view being expounded and is unlikely to be view being expounded and is unlikely to be receptive to other religious beliefs. receptive to other religious beliefs.

With a more skeptical audience, a one-sided With a more skeptical audience, a one-sided message is less effective than a two-sided message is less effective than a two-sided message which presents both points of view message which presents both points of view and then arguments to counter the opposing and then arguments to counter the opposing view view

TWO-SIDED MESSAGETWO-SIDED MESSAGE Persuasive communication that presents Persuasive communication that presents

two points of view and then presents two points of view and then presents arguments to counter the opposing view; arguments to counter the opposing view; also called also called two-sided appealtwo-sided appeal. .

A two-sided message for a service bureau A two-sided message for a service bureau might acknowledge that a competitor is might acknowledge that a competitor is located closer to the prospect and then located closer to the prospect and then assert that proximity is irrelevant if the assert that proximity is irrelevant if the service bureau is doing a good job. service bureau is doing a good job.

A two-sided message is more appropriate A two-sided message is more appropriate to an audience that is favorably feeling to an audience that is favorably feeling like toward the opposing view or is likely like toward the opposing view or is likely to be exposed to strong arguments for to be exposed to strong arguments for the other side. the other side.

TWO-SIDED MESSAGETWO-SIDED MESSAGE An audience that favors another brand or An audience that favors another brand or

point-of-view must be persuaded to point-of-view must be persuaded to abandon that view before a new view can abandon that view before a new view can be accepted. be accepted.

Two-sided messages work best with an Two-sided messages work best with an educated audience that tends to make educated audience that tends to make informed choices like industrial buyers. informed choices like industrial buyers.

The order in which the views are The order in which the views are presented in a two-sided appeal can affect presented in a two-sided appeal can affect the impact of each message depending the impact of each message depending upon the audience characteristics.upon the audience characteristics.

Product FactorsProduct Factors – – Products that are highly complex Products that are highly complex

require a different message than require a different message than simpler products.  simpler products. 

the target market’s familiarity with a the target market’s familiarity with a product affects what is contained in a product affects what is contained in a message.  message. 

For instance, a new product attempting For instance, a new product attempting to gain awareness in the market will to gain awareness in the market will have a message that is much different have a message that is much different than a product that is well-known. than a product that is well-known.

Overall Advertising ObjectiveOverall Advertising Objective the objective of the advertising the objective of the advertising

campaign can affect the type of ad campaign can affect the type of ad that is designed. that is designed. 

For example, an advertisement with For example, an advertisement with the objective of stimulating immediate the objective of stimulating immediate sales for an existing product will be sales for an existing product will be different than an advertisement that different than an advertisement that seeks to build initial awareness of a seeks to build initial awareness of a new product.new product.

Message StructureMessage Structure

Most advertising messages share common Most advertising messages share common components within the message including:components within the message including:

The Appeal – This refers to the underlying The Appeal – This refers to the underlying idea that captures the attention of a idea that captures the attention of a message receiver.  Appeals can fall into such message receiver.  Appeals can fall into such categories as emotional, fearful, humorous, categories as emotional, fearful, humorous, and sexual. and sexual.

Value Proposition – The advertising message Value Proposition – The advertising message often contains a reason for customers to be often contains a reason for customers to be interested in the product which often means interested in the product which often means the ad will emphasize the benefits obtained the ad will emphasize the benefits obtained from using the product. from using the product.

Slogan – To help position the product Slogan – To help position the product in a customer’s mind and distinguish it in a customer’s mind and distinguish it from competitors’ offerings, from competitors’ offerings, advertisements will contain a word or advertisements will contain a word or phrase that is repeated across several phrase that is repeated across several different messages and different media different messages and different media outlets.outlets.

Message TestingMessage Testing Before choosing a specific message Before choosing a specific message

marketers running large advertising marketers running large advertising campaigns will want to have confidence in campaigns will want to have confidence in their message by having potential members their message by having potential members of the targeted audience provide feedback.  of the targeted audience provide feedback. 

The most popular method of testing The most popular method of testing advertising for the marketer (or their ad advertising for the marketer (or their ad agency) is to conduct focus groups where agency) is to conduct focus groups where several advertising messages are several advertising messages are presented.  presented. 

On the Internet, advertising delivery On the Internet, advertising delivery technology allows for testing of ads by technology allows for testing of ads by randomly exposing website visitors to randomly exposing website visitors to different ads and then measuring their different ads and then measuring their response.  response. 

ADVERTISING RESEARCHADVERTISING RESEARCH Advertising researchAdvertising research is a specialized form is a specialized form

of marketing research conducted to improve of marketing research conducted to improve the efficiency of the efficiency of advertising. .

“ “It may focus on a specific ad or campaign, It may focus on a specific ad or campaign, or may be directed at a more general or may be directed at a more general understanding of how advertising works or understanding of how advertising works or how consumers use the information in how consumers use the information in advertising. advertising.

It can entail a variety of research It can entail a variety of research approaches, including psychological, approaches, including psychological, sociological, economic, and other sociological, economic, and other perspectives.” perspectives.”

TYPES OF ADVERTISING RESEARCHTYPES OF ADVERTISING RESEARCH Research can be conducted to optimize Research can be conducted to optimize

advertisements for any medium: radio, television, advertisements for any medium: radio, television, print (magazine, newspaper or direct mail), outdoor print (magazine, newspaper or direct mail), outdoor billboard (highway, bus, or train), or Internet. billboard (highway, bus, or train), or Internet.

Different methods would be applied to gather the Different methods would be applied to gather the necessary data appropriately. necessary data appropriately.

There are two types of research, customized and There are two types of research, customized and syndicated. syndicated.

Customized research is conducted for a specific Customized research is conducted for a specific client to address that client’s needs. Only that client to address that client’s needs. Only that client has access to the results of the research. client has access to the results of the research.

Syndicated research is a single research study Syndicated research is a single research study conducted by a research company with its results conducted by a research company with its results available, for sale, to multiple companies. available, for sale, to multiple companies.

PRE-TESTINGPRE-TESTING Pre-testing, also known as copy testing, is a form of Pre-testing, also known as copy testing, is a form of

customized research that predicts in-market customized research that predicts in-market performance of an ad, before it airs, by analyzing performance of an ad, before it airs, by analyzing audience levels of attention, brand linkage, audience levels of attention, brand linkage, motivation, entertainment, and communication, as motivation, entertainment, and communication, as well as breaking down the ad’s Flow of Attention well as breaking down the ad’s Flow of Attention and Flow of Emotion.and Flow of Emotion.

Pre-testing is also used on ads still in rough form – Pre-testing is also used on ads still in rough form – e.g., animatics.e.g., animatics.

Pre-testing is also used to identify weak spots Pre-testing is also used to identify weak spots within an ad to improve performance, to more within an ad to improve performance, to more effectively edit 60’s to 30’s or 30’s to 15’s, to select effectively edit 60’s to 30’s or 30’s to 15’s, to select images from the spot to use in an integrated images from the spot to use in an integrated campaign’s print ad, to pull out the key moments campaign’s print ad, to pull out the key moments for use in ad tracking, and to identify branding for use in ad tracking, and to identify branding moments.moments.

Post-testingPost-testing Post-testing/Ad tracking studies can be Post-testing/Ad tracking studies can be

customized or syndicated. customized or syndicated. Tracking studies provide either periodic or Tracking studies provide either periodic or

continuous in-market research monitoring a continuous in-market research monitoring a brand’s performance, including brand brand’s performance, including brand awareness, brand preference, product usage awareness, brand preference, product usage and attitudes. and attitudes.

Advertising tracking can be done by Advertising tracking can be done by telephone interviews or online interviews—telephone interviews or online interviews—with the two approaches producing with the two approaches producing fundamentally different measures of fundamentally different measures of consumer memories of advertising, recall consumer memories of advertising, recall versus recognition.versus recognition.