construction of ad

7/28/2019 Construction of Ad

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Construction of an Ad


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For the advertising transmission to besuccessful, the audience must see theadvertisement, be attracted to it, understand

and comprehend it For this, the communicator must know the

intricacies of buyer behaviour, the type of media, message and how to bring aboutattitudinal changes in the minds of theconsumer


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The entire advertising revolves around the 5Ms of advertising.

Mission Defines the objectives or thepurpose of Ad.

Money Budget allotted for advertisingexpenditure.

Message Type of message


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Visualization

When we talk of visualization we talk aboutart in advertising

Here we are restricting this term to printadvertising

The ultimate outcome of the process of visualization is the layout

Visualisation is the mental process wherevisualiser sees through the minds eye the endproduct consisting of arrangement of differentelements


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Basis elements with which visualizerworks

Headline, sub heads The body copy

The illustration Logo, signature


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Once he becomes clear about the componentsor elements he will include, he foresees theirrelevance to each other. How they would be

placed in the copy? How final product willlook like.

Visualiser operates under certain constraints:the space available, the type of paper,whether it is black and white or colouradvertisement


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Transformation from visualisation tolayout

Once a visualizer exercises himself mentallyand puts his pencil to paper, the shape of layout begins to emerge

It is a smooth transition in which we movefrom abstract ideas to concrete shapes

The various possibilities are drawn separately-we call them thumbnails. They indicate theelements and their positions


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Many such thumbnails when made give us anidea which one will suit us so that they canmade into larger sizes called roughs.

Roughs gives an exact idea about proportionsand placements of elements

Comprehensives are more finished form of

roughs. The body copy is pasted. Headlinelettering is done carefully. Photos andillustrations are used


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Comprehensive comes very close to final artwork, which gives a finished advertisementcomplete with printers instructions fromwhich the plates, the stereos or electrotypesare made.


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Journey from visualisation to final copy

Visualisation

Transition from visualisation tolayout

Thumbnails

Roughs

Comprehensive

Stereo, Plates


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Advertisement Copy

Copywriting is the single most important andcritical activity for the success of entireadvertising campaign

A copywriter translates the selling points of aclients product into benefits for selectedconsumers.

He is called upon to utilize all his creativetalent to present those product benefits whichappeal to the consumer


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What is Copy

Copy refers to written material which is to beset in type for print media or spoken byannouncers for broadcast commercials.

Copy in its present-day meaning includes allthe elements of the advertising message,whether printed or broadcasted

In Ads for print media, it includes theheading,sub-heads,picture captions, sloganand body type.


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Copywriters collect considerable informationbefore they start writing a copy. In addtion tothis copywriters collect first hand informationabout the product, prospects and their buyingbehaviour.

They want to know more and more detailsabout the product and prospect so as toprepare an ad message which is capable of stimulating the prospect to buy the product


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How to write Ad Copy

He thoroughly studies the market segmentand knows well the kind of people he will bedealing with.

He studies the product well and seaches forthe advantages and benefits that are built intoproduct and services.

After this copywriter has to undertake ananalysis of the selling points that the productcan offer to the buyers.(USP)


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USP matches a selling point with a consumerbenefit and does so in a unique way. Thusgetting an effective USP idea and presenting itproperly is the crucial aspect of copywriting.E.g. Detergent


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Copy of Ads in Print

The most important copy elements is theheadline idea. If the headline idea fails toattract the prospect to the message and theproduct, the remaining parts of ad are wasted.

Since pictures get better attention than thewords, we have ads these days withpictures,sketches,illustrations and visualsymbols.


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One of the Ads of FAREX, baby food item andits headline: your baby is born with 3 months gift of iron.

The supportive sub heads say after 3 monthsmilk cannot give him iron he needs. Give himFarex enriched with iron.

After the subhead comes the body copy.


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It stimulates liking and preference for aproduct; it systematically develops thebenefits and promises offered by the product

Facts and figures about the product, its testresults, testimonials, guarantees of satisfactory performance

All these are given in the body copydepending upon the nature of the product,the market and competition.


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Last but not the least, it may be mentionedhere that the closing idea in an ad copy is asimportant as closing the sale in personalselling.

There are varying types of closing an idea likevisit today our dealer buy now


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To sum up copywriter must knowabout

The competition The theme

The objectives of the copy The product and its attributes The target market The elements of the marketing mix


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construction of ad

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