Creative Tactics for Print Advertising :
The basic components of a print ad are the headline, the body copy, the visual or illustrations, and the layout (the way they all fit together). The headline and body copy portions of the ad are the responsibility of the copywriters. Art directors also work with the copywriters to develop a layout, or arrangement of the various
components of the ad: headlines, subheads, body copy, illustrations, captions, logos etc.
Headline - The headline is the words in the leading position of the ad—the words that will be read first or are positioned to draw the most attention. Headlines are usually set in larger type and are often set apart from the body copy or text portion of the ad to give them prominence. Only 20 percent of readers go beyond the headline and read the body copy. So in addition to attracting attention, the headline must give the reader good reason to read the copy portion of the ad, which contains more detailed and persuasive information about the product or service.
Headlines can be either Direct or Indirect Headlines. Also, while many ads have only one headline, it is also common to see print ads containing the main head and one or more secondary heads, or subheads. Subheads are usually smaller than the main headline but larger than the body copy. They may appear above or below the main headline or within the body copy.
Body Copy - The main text portion of a print ad is referred to as the body copy (or sometimes just copy). While the body copy is usually the heart of the advertising message, getting the target audience to read it is often difficult. The copywriter faces a dilemma: The body copy must be long enough to communicate the advertiser’s message yet short enough to hold readers’ interest.
Visual Elements - The third major component of a print ad is the visual element. The illustration is often a dominant part of a print ad and plays an important role in determining its effectiveness. The visual portion of an ad must attract attention, communicate an idea or image, and work in a synergistic fashion with the headline and body copy to produce an effective message.
While each individual component of a print ad is important, the key factor is how these elements are blended into a finished advertisement. A layout, in that sense, is the physical arrangement of the various parts of the ad.
Creative Tactics for Television :
TV is a unique and powerful advertising medium because it contains the elements of sight, sound, and motion, which can be combined to create a variety of advertising appeals and executions. Unlike print, the viewer does not control the rate at which the message is presented, so there is no opportunity to review points of interest or reread things that are not communicated clearly. As with any form of advertising, one of the first goals in creating TV commercials is to get the viewers’ attention and then maintain it. This can be particularly challenging because of the clutter and because people often view TV commercials while doing other things (reading a book or magazine, talking).
Video - The video elements of a commercial are what is seen on the TV screen. The visual portion generally dominates the commercial, so it must attract viewers’ attention and communicate an idea, message, and/or image. A number of visual elements may have to be coordinated to produce a successful ad. Decisions have to be made regarding the product, the presenter, action sequences, demonstrations, and the like, as well as the setting(s), the talent or characters who will appear in the commercial.
Audio - There are a number of ways to communicate the audio. A common method for presenting the audio portion of a commercial is through a voice-over, where the message is delivered or action on the screen is narrated or described by an announcer who is not visible. Advertisers often also use needledrop, which refers to music that is prefabricated, multipurpose, and highly conventional. It is an inexpensive substitute for original music.
On the other hand, since music can play such an important role in the creative strategy, many companies
have paid large sums for the rights to use popular songs in their commercials. Another important musical element in both TV and radio commercials is jingles, catchy songs about a product or service that usually carry the advertising theme and a simple message.
The basic components of a print ad are the headline, the body copy, the visual or illustrations, and the layout (the way they all fit together). The headline and body copy portions of the ad are the responsibility of the copywriters. Art directors also work with the copywriters to develop a layout, or arrangement of the various
components of the ad: headlines, subheads, body copy, illustrations, captions, logos etc.
Headline - The headline is the words in the leading position of the ad—the words that will be read first or are positioned to draw the most attention. Headlines are usually set in larger type and are often set apart from the body copy or text portion of the ad to give them prominence. Only 20 percent of readers go beyond the headline and read the body copy. So in addition to attracting attention, the headline must give the reader good reason to read the copy portion of the ad, which contains more detailed and persuasive information about the product or service.
Headlines can be either Direct or Indirect Headlines. Also, while many ads have only one headline, it is also common to see print ads containing the main head and one or more secondary heads, or subheads. Subheads are usually smaller than the main headline but larger than the body copy. They may appear above or below the main headline or within the body copy.
Body Copy - The main text portion of a print ad is referred to as the body copy (or sometimes just copy). While the body copy is usually the heart of the advertising message, getting the target audience to read it is often difficult. The copywriter faces a dilemma: The body copy must be long enough to communicate the advertiser’s message yet short enough to hold readers’ interest.
Visual Elements - The third major component of a print ad is the visual element. The illustration is often a dominant part of a print ad and plays an important role in determining its effectiveness. The visual portion of an ad must attract attention, communicate an idea or image, and work in a synergistic fashion with the headline and body copy to produce an effective message.
While each individual component of a print ad is important, the key factor is how these elements are blended into a finished advertisement. A layout, in that sense, is the physical arrangement of the various parts of the ad.
Creative Tactics for Television :
TV is a unique and powerful advertising medium because it contains the elements of sight, sound, and motion, which can be combined to create a variety of advertising appeals and executions. Unlike print, the viewer does not control the rate at which the message is presented, so there is no opportunity to review points of interest or reread things that are not communicated clearly. As with any form of advertising, one of the first goals in creating TV commercials is to get the viewers’ attention and then maintain it. This can be particularly challenging because of the clutter and because people often view TV commercials while doing other things (reading a book or magazine, talking).
Video - The video elements of a commercial are what is seen on the TV screen. The visual portion generally dominates the commercial, so it must attract viewers’ attention and communicate an idea, message, and/or image. A number of visual elements may have to be coordinated to produce a successful ad. Decisions have to be made regarding the product, the presenter, action sequences, demonstrations, and the like, as well as the setting(s), the talent or characters who will appear in the commercial.
Audio - There are a number of ways to communicate the audio. A common method for presenting the audio portion of a commercial is through a voice-over, where the message is delivered or action on the screen is narrated or described by an announcer who is not visible. Advertisers often also use needledrop, which refers to music that is prefabricated, multipurpose, and highly conventional. It is an inexpensive substitute for original music.
On the other hand, since music can play such an important role in the creative strategy, many companies
have paid large sums for the rights to use popular songs in their commercials. Another important musical element in both TV and radio commercials is jingles, catchy songs about a product or service that usually carry the advertising theme and a simple message.
Planning and Production of TVCs :
Advertisers recognize that they need to do more than talk about, demonstrate, or compare their products or services. Their commercials have to break through the clutter and grab viewers’ attention; they must often appeal to emotional, as well as rational, buying motives.
The various elements of a TV commercial are brought together in a script, a written version of a commercial that provides a detailed description of its video and audio content. The script shows the various audio components of the commercial—the copy to be spoken by voices, the music, and sound effects. The video portion of the script provides the visual plan of the commercial—camera actions and angles, scenes, transitions, and other important descriptions. The script also shows how the video corresponds to the audio portion of the commercial..
Once the storyboard of the commercial is approved, it is ready to move to the production phase, which involves three stages:
1. Pre-production—all the work and activities that occur before the actual shooting/ recording of the commercial.
2. Production—the period during which the commercial is filmed or videotaped and recorded.
3. Post-production—activities and work that occur after the commercial has been filmed and recorded.
The various activities are shown below -
Evaluation and Approval of creative work -
Here are a few guidelines for evaluation -
- Consistent with brand’s marketing objectives?
- Consistent with brand’s advertising objectives?
- Consistent with creative strategy, objectives?
- Does it communicate what it’s suppose to?
- Approach appropriate to target audience?
- Communicate clear, convincing message?
- Does execution overwhelm the message?
- Appropriate to the media environment?
- Is the advertisement truthful and tasteful?
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