UNIT-II

CONCEPT OF CREATIVITY

The concept of creativity has been compared with the concept of God not because both deal
with creation but because both these concepts are very hard to define. Creativity means
differently to different people. some, like poets, it is the spontaneous outburst of deep inner
feelings. Creativity in most of the creative fields like music, writing, poetry, dance, painting,
sculpting etc. is concerned with the artists self impression. Creativity in advertising is about
putting ideas and associations in some new, unexplored or novel way. It is closely linked with
imagination. The more we use our imagination, the more creative we are likely to be.

Creativity is at the heart of everything we do our ability to transform strategic thinking into
ideas enables us to develop creative communications that work in the market whether it is
print, radio or television ad, a corporate brochure or an annual report creativity makes our
work standout. Creativity means being novel and appropriate. It is the ability to generate
fresh unique and appropriate ideas that can be use as solution to communication problem.

Which ads are creative and which are good or what is creative and what is not is very
subjective. It is more a matter of perception and opinion than facts. As creative means
imaginative, innovative and ingenious, it cannot be limited by a definition. Therefore, coming
to some agreement on what is a creative ad will always be difficult.

Few basic parameters are:-

There should be some impression of newness, around-breaking thoughts or originality

to make it different from the rest, if not outstanding.
It should be able to promote the brand into the advertising story essentially and
effortlessly to make the brand connect.
If it seems Constructive, positive and useful to the people involved the entire better. If it
can also 'Stimulate' and 'inspire' the people involved, then it is a creative as it can get.
A good creative ad must attempt to be

Noticeable - Break through the clutter, stand apart

Relevant - Connect with target audience’s needs & wants.
Distinctive - Refreshingly different from the competition, both
in content and from.
Identifiable - Integrate branding clearly and visibly
Persuasive - The promise or reason should be convincing
Memorable - Leave a lasting impression
Believable - Make credible, not unreal promises.

It is must that creativity in advertising should work towards building brand identity and brand
preference.

There are three difference stages of creativity in advertising:-

CREATE: It means to bring something in to being and originate a new and unique idea.
CREATION: After the process of creating or originating a new idea be created
original product of human invention or imagination leads to creation.
CREATIVE: In order to understand the creativity or being creative can be translated
into Seeing same thing as everybody else but thinking differently.

Three aspects are most accepted:

For advertising, being creative, three aspects are universally most accepted these are the
creative process, creative person and in this perspective the creative situation. These aspects
are explained below:

The creative process: It means receiving most of attention, focusing on mechanism &
phases involved during the process one partakes in a creative act.
The creative person: This relates to the personality traits of creative people who
are responsible and central to this process.
The creative situation: In this situation the criteria & characteristics of creativity
are considered to provide workable, acceptable and practical aspects of the situation.

Four Rules of Creativity:

1. Make the product relevant to customer.
2. It should be a promise to the customer.
3. Don't let it stand alone.
4. Always put product in the centre and in the end of the commercial.
CREATIVE STRATEGY
An important part of creating strategy is determining the central theme which will become a
major selling idea of the ad campaign. In order to be effective an ad campaign must contain a
"big idea" that attracts the consumer attention, gets reaction and sets the product or service
apart from the competition. Some of the best known approaches are as follows:

1. Using unique selling proposition.

2. Creating a brand image.
3. Finding the drama.
4. Positioning
Using unique selling proposition:
Following three characteristics of unique selling propositions are given below:
Each advertisement must make a proposition to the customer. It should say - "Buy this &
You will get the benefit."
Must be unique either in brand or in claim.
Must be strong enough to move masses, i.e. pull new customers to your brand.

Creating a brand image:

In many products and service category competing brands are so similar that it is very difficult
to fine or create uniqueness or benefit to use as the major selling ideas. The creative strategy
used to sell products is based on the development of a strong, memorable identity for the
brand through "image advertising."
Finding the inherent drama:
Advertising campaign can be very effective if it has drama which makes a very interesting
and engrossing e.g. the advertisement of Mirinda drink revolves around the drama that the
mother is so fascinated by the taste of the drink and she doesn’t even recognized her lost son.

Positioning:
Any product creates a position of itself in the market. The process which determines what
place will be occupied in the given market with the ongoing products is called positioning.
The markets can position a product, service and ideas in the following ways.

By Price: (Nirma washing powder by claiming same cleaning in lesser price).

By Attributes :( Surf Excel can save two buckets of water).
By ability to surpass competition: (Harpic cleans better than other toilet cleaners).
By application: (Fair and lovely can make the skin fairer in fourteen days only).
By product users: (Kinder joy is a favorite chocolate of all children)
By product class: (Tropicana Juice is the real fruit juice).

CREATIVE EXECUTION
This process begins in the advertising agency when a complete brief is given by the client.
Advertising is pre-tested for its effectiveness. Creative execution creates thematic and
motivational forces of appropriate primary and secondary appeal. The effective advertising
must have impact, relevance, single minded, reason, capability

STYLE OF SELLING:
Style of selling can be decided according to the nature of the product, the competition and the
target audience. The style of each agency and individual campaign differs in this context
there are two styles of selling in use and are classified as Hard Sell Advertising and Soft Sell
Advertising.

CREATIVE STYLES

How the advertising should be presented to the audience to differentiate the brand? That is,
differentiation by its 'form' and 'execution'.

Creative styles may or may not differ in substance but they differ more in 'presentation'. One
style might use a 'celebrity' (like Videocon using shahrukh khan), the second might use an
expert in the field (like an expert hair stylist for sunsilk).

Often the unique 'presentation' of creative styles becomes its identifier as well as its
differentiation from other styles. Some of the most popular and frequently use creative
styles are:-

Brand Personality: The style focuses on highlighting the distinctive personality or the
brand (user) to differentiate from the competing brands. Examples of this style can be found
in advertising of nike, Revlon's Timex watches showing young fashionable couples.

The common touch: The style focuses on presenting the 'inherent drama' in the product to
audience in a warm, touching, realistic and believable way. The style uses ordinary
consumers in the ads and banks on using only emotional appeal. Good examples of this
style are- Asian Paints 'har ghar kuch kehta hai' Cadbury Chocolate ' kuch khas hai zindaig
mein' , 'hamara bajaj' campaigns for bajaj scooters etc.

Unique selling Proposition (USP):- the style focuses on highlighting a strong and unique
product feature or benefit to the consumer and using it as a sales pitch. Examples can be
found in the ads of pepsodent with its ' germi check ' L G TV with its 'Flatiron' picture tube,
clinic plus shampoo with 'ZPTP' and so on.

Execution: - The style believes that ' how' the message is presented in the ad can at times be
more impact in communicating than 'what' is being said. A good example of this type is the
regular and clever ‘utterly butterly’ cartons that Amul butter come up with a various current
events and contemporary topics.

Celebrity :The style works on the philosophy 'names make news and big names make bigger
news' It assumes the using celebrities increases the consumer's interest in the advertising a
well as the brand. This happens because of aspiration, prestige enhancement and role model
effects. Some examples are effects. Some examples Use this appeal. Burnol had used the
style at times.

The 10 most important things to include in a creative brief

1. Background Summary: Who is the client? What is the product or service? What are
the strengths, weaknesses, opportunities and threats (or SWOTs) involved with this
product or service? Are there existing research, reports and other documents that help
you understand the situation?
2. Overview: What is the project? What are we designing and why? Why do we need
this project? What’s the opportunity?
3. Drivers: What is our goal for this project? What are we trying to achieve? What is
the purpose of our work? What are our top three objectives?
4. Audience: Who are we talking to? What do they think of us? Why should they care?
5. Competitors: Who is the competition? What are they telling the audience that we
should be telling them? SWOT analysis on them? What differentiates us from them?
6. Tone: How should we communicate ? What adjectives describe the feeling or
approach?
7. Message: What are we saying with this piece exactly? Are the words already
developed or do we need to develop them? What do we want audiences to take away?
8. Visuals: Are we developing new images or picking up existing ones? If we are
creating them, who/what/where are we photographing or illustrating? And why?
9. Details: Any mandatory information that must be included? List of deliverables?
Preconceived ideas? Format parameters? Limitations and restrictions? Timeline,
schedule, budget?
10. People: Who are we reporting to? Who exactly is approving this work? Who needs to
be informed of our progress? By what means?
 Elements of Advertisement: Copy, Slogan and Audio-Visual Elements

COPY
Meaning:
A „Copy‟ means a written matter in any advertisement. It may consist only one word or
many words. A copy consists of headlines, subheads, captions etc. The copy supports the
illustration and contains description of the products merits, demerits, uses, services etc. A
copy is the heart of an advertisement. It shoulders the responsibility for influencing the
buyers.
Characteristics of Copy:
a) Brevity: A copy should be brief because readers have no time to go through the
lengthy text and they must be able to, read within a short time. So a copy should use
simple language and small and easy words. The message should be concise and
precise.
b) Clarity: A copy should be self-explanatory. The message to be delivered must be
clear at first reading.
c) Aptness: The message should be pointed towards the prospects. It must have a tone
agreeable to the respects. The viewers‟ attention should be led to the product and the
message should be coached in such a way that it would create interest in the readers to
read the message.
d) Interesting: A copy should be interesting-provoking. It must stimulate the readers‟
curiosity to read the message. The reader should himself decide to read the message in
detail.
e) Sincerity: Sincerity can be achieved by using acts and quoting figures. Vague
generalizations or stray opinions must be avoided. Sincerity can be achieved if the
copy contains one or two illustrations so that the message will have an instantaneous
appeal.
f) Personal: The message should be directly addressed to the readers so that every
reader forms the opinion that it is directed to him only. This kind of direct personal
attitude catches and retains the reader’s or listener’s attention.
g) Convincing: A copy provides information with a view to create in the mind of a
reader first a desire and then a conviction to possess the product. This means that the
copy should be persuasive enough to lead the readers towards buying the product.

Elements of Copy: A copy normally includes the following elements or parts:

 1. Main Headline: Headlines is the starting or the top line of an advertisement, usually
printed in bold and of larger type size. The prime function of the headline is to gain
immediate attention.
2. Sub-Headlines: At times, some ads have more than one headline. Of these, one is
usually the main headline, and the others are sub-headlines. There may be overlines -
that precede the main headline and there can underlines - that follow the main
headline. The sub headlines are used to support or to complete the meaning of the
main headline.
3. Body Copy: It refers to the text of the advertising message. Favorable information
about the product and its features is provided in the copy text. It is through effective
copy writing the audience can be converted into prospects and the prospects into
customers.
4. Captions: Captions do form part of copy text. Captions are small sentences that seem
to come out the mouth of the people shown in the ads. Comic strip type of copy
makes use of captions. For example, you must have come across such captions in the
print ads of Tortoise Mosquito Coil.
5. Slogans: Most ads do make use of slogan. It is a small catchy phrase used to sum up
the advertising message. Ideally the slogan should be short, preferably 3 to 6 words.
Many a times the slogan says it all. For instance, the best tobacco money can buy
Rothmans.
6. Logo: Logos or signature cuts are special designs of the advertiser or its products
which are used to facilitate identification. There is no rule as to where a logo should
be placed. However, in most of the cases, the logo is placed at bottom right.

HEADLINE
Meaning: A headline is a word or phrase printed in large letters above the advertising
message. Headline gives in brief a fair, idea of the contents of the copy. A good headline
attracts attention and arouses interest. So that the reader would be induced to read the
advertisement. Normally, the headline finds 10010 of the entire copy. Some advertising men
believe that 50% to 75% of the performance of an advertisement must be credited to the
headline. As people go through a newspaper or a magazine the headline is the only thing that
attracts its attention. Thus the headline carriages the heaviest burden of attracting readers to
the advertisement.
Role of Headline:
A headline plays a significant role in advertise by performing the following important
functions:
 a) to attract attention of readers to the ad;
b) to attract attention of the target consumers easily and quickly and to persuade them to
read the whole of the ad;
c) to create curiosity and interest in the ad;
d) to make the illustration and the copy more meaningful;
e) to introduce a unique selling proposition;
f) to sort out useful ads from useless ads;
g) To serve as the essence of the whole ad copy.
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”.

SLOGAN
Meaning:
A slogan is phrase or sentence used repeatedly by a company or an organization or an
advertiser to aid in the formulation of his message. A slogan is repeatedly used to create
certain kind of effect on the minds of people. Slogan is an important part of advertising copy.
Like headlines and illustrations, slogans are communication devices which are used to
present an idea rapidly and concisely. It may be used throughout an advertising campaign or
over a period of many years. Some advertisers develop and use new slogans for each new
advertising campaign. A slogan suggests the thing and he advertises. It suggests the use of
product again and again or several times so that readers know it by heart. Generally, slogans
are used for headlines in advertisements. They are similar in structure to the summarizing
headlines and try to summarize some advertising idea just as a headline does. Slogans are
mainly used in outdoor advertising. In such outdoor advertising, a slogan becomes headline
and the sales message. Slogans are generally developed from incidents in the life of a
product; such incident that optimize the use or value of a product when the incident is happily
expressed in a pleasing phrase and is used in
Advertising. The right frame having appeal becomes a good slogan. A slogan sentence used
repeatedly by a company of any organization to create an impression in the minds of the
customers. A slogan should suggest the thing it advertises. Slogans are used for headlines in
advertisements because of the limitation on the length of a copy in this medium. The slogan
then becomes headline and sales message all in one. Good slogans are not invented monthly
by the advertiser. But they develop from incidents in the life of a product of clause of a
product etc. Then an incident is happily expressed in a pleasing phrase and used in
advertising, it becomes a good slogan e.g.
 1. “Any surface that needs painting needs Asian Paints”.
2. “A filter so true that the taste comes through”. (Bristol Cigarette).
Characteristics of a Good Slogan:
A good slogan should:
1. Contain a definite sales idea.
2. Be compact in their construction.
3. Be hardly more than 7 words long.
An ideal slogan is short, simple, easily remembered and filled with pleasing suggestion of the
product. The simplest slogans are the hardest to create. To create a good slogan is to define
what you want to say in as many words as necessary.

LOGO
Meaning: The word logo comes from the Greek word logos meaning „simply the world. The
noun logos also appear in the Bible signifying the word of God. Today the world logo is used
in Marketing and in advertising parlance. From the coveted double R of Rolis Royce to the
immediately recognizable script that Coca- Cola uses, logos are quickly identified by
everyone. Apart from large corporations in every country even the small businessman and
one-man enterprises have adopted the corporate logo as a means for creating brand
recognition and corporate image.
Need for Logo: The need for a logo arises from the need to be different, followed closely by
the need to be recognized. Your own given name could be a good example of a logo. In your
childhood days, the name is a device to attract your attention and to differentiate you from
others. Over time as one grow up, the name takes on newer meanings to yourself and finally
becomes a matter of great pride when you dash off a signature on a letter, cheques or some
other document. It is your expression (difference, distinction and recognition) saying “this is
me”.
The company’s logo is the corporate signature. It reposes in itself the collective pride of the
company and is designed with great care to represent the personality of the company and
product. Diversified Corporation uses a variety of symbols as part of their logos. ITC uses the
upwards steeply, which also conveys the sense of growth as well as excellence. Welcome
group uses unique folded hands symbols to denote hospitality in the inimitable Indian style.
Others too use Indian leitmotifs like LIC which uses two supped hands to denote security is
care. Logos today go beyond just being mere symbols. They represent the spirit, the belief,
the raison„d‟ ere of companies and brands. Logos the world over have their own logic which
is distinguishable, easily recognized and identifiable.

ILLUSTRATION
Meaning: An illustration is a picture; photograph or drawing that is used in the
advertisement to convey visually the idea or message of the advertisement. An illustration,
therefore, means a picture used in an advertisement to tell the prospects the message of an
advertisement. The presence or absence of a picture in an advertisement can cause marked
difference in its effectiveness. With the help of illustration over-emphasis in the subject
matter can be avoided and display appeal can be made clear and direct. The inadequacy of
language is compensated for the use of an illustration.
Essentials of a good illustration:
a) It must support and compliment the copy theme and not detract from it.
b) It must be “faithful reproduction” of the advertised product, if the illustration is that of
the product.
c) The use of color combination in an illustration must be in harmony with fundamental
human nature, as it influences the emotional behavior of individuals.
d) It must be simple enough to convey the ad message clearly, easily and quickly.

e) It must be suggestive in design and construction. Though simple, it must be attractive,

appealing and beautiful to look at.
f) It must create a lasting impression on the mind of the reader.
g) It must match with the lifestyle of the target consumer.
h) It must occupy the proper place in the total layout of an ad
i) It must be capable of reproduction in the various advertising media.
j) It must match with the headline of an ad and convey the same message to the reader.
k) It must be original, unusual, and unique in design and presentation in an ad
l) Multiple illustrations must be used with a purpose in an orderly manner.
m) Finally, illustrations must occupy and enjoy a dominant place in outdoor ads like
posters, or, billboards.
Functions of Illustration:
1. Quick Attention: Without illustration an advertisement may look dull and
unattractive. Illustration helps consumers to quickly understand the message and
motivates them to buy the product. Therefore, illustration must capture the attention
of the readers.
2. Demonstrate the Product: Illustration shows the product and its features at a glance.
Illustration indicates use of the product and owes it works. Demonstration is usually
visual and it passes on the message immediately.
3. Creates Right Atmosphere: Illustration creates the right atmosphere by using
rainfall, river and forest with the picture of the product. Such illustration has soothing
effect on the consumers.
 4. Communicate Message: Illustration can carry the advertising message quickly e.g., a
bottle of perfume conveys quickly the idea that the perfume is being advertised.
5. Support to Copy: Illustration is an important part of copy. Pictures carry message
instantly and support the message given in the copy.
6. Symbolize the Quality: The visuals used in the advertisement indicate power, speed,
value, strength, etc. e.g. MRF Tyres - Muscled Man, symbolizes strength and quickly
of tyres.
7. Dramatize the Advertisement: Illustration dramatizes - story of the product.
Illustration supports the headline of the advertisement by pointing out the details of
the product.

8. Provides Technical Details: Many consumers buying consumer durable products are
interested to know the technical details of the product. Advertisements of computers,
washing machines, refrigerators and cell phones gives many technical details of the
product through picture of the product.
9. Lasting Impact: Illustration can make lasting impact on the mind of the consumers.
Seeing is more convincing than being told. Pictures represent reality.
10. Fights Illiteracy: In a country like our where a large number of people are illiterate,
picture of soap immediately communicates to all what the advertisement is about.

LAYOUT
Meaning: A layout is a sketched plan of a proposed advertisement. It includes the headline,
rough illustration and copy which serve as plan for the advertisement. Layout is a working
sketched plan showing the size, positions and color weight values of the different elements
that make up the complete advertisement. Layout thus refers to the total exposure of an
advertisement. Layout is important in an advertising plan. It enables the advertiser to
visualize how the complete advertisement will look when published. It also gives the printer
the location of each unit in the advertisement. Layout is usually prepared to seek approval of
the client and to see approval of the client and to see the overall impact.

Features of a Good Layout: Following are the main features of good layout:
1. Balance: Balance in layout means achieving a proper distribution of weight through
the arrangement of the elements. Balance should be maintained in size, color shape
and density of elements. There are two kinds of balance; formal and informal. Formal
balancing means placing of identical or similar items on both the sides of optical
centre. Informal balancing means spreading of elements at different places in the
 advertisement or have large illustration which cover a major portion from the optical
centre.

2. Movement: There should be mobility in the advertisement. It provides a visual type

of flow and sequence. It is more used in case of items which are mobile in nature e.g.
an advertisement of an automobile should have illustration which shows mobility in
it. Movement guides the render’s eye from one element to another and makes sure
that he does not miss anything. Movement should start from the left hand top corner
of the advertisement to the right hand bottom corner.
3. Structural Motion: A good layout should. Utilize lines, arrows, signs which will
indicate or point out to the important elements of the advertisement.
4. Proportion: It involves appropriate division of the space between the various
elements like the headline, illustration, subheads, copy etc. In a headline oriented
advertisement, headline should be given major space and in an illustration oriented
advertisement, illustration will dominate the space.
5. White Space: White space is the area not occupied by copy. Effective use of white
space helps to establish a sense of proportion. White space helps in reducing a crowdy
appearance and brings prestige and luxury in an advertisement.
6. Unity: There should be unity between the elements i.e. there should be proper
correlation between the headline and copy or illustration and copy. Unity is also
achieved when the elements appears as component part or a single unit.
7. Clarity: It implies that the various elements should be arranged in such a manner that
the message is understood clearly. The layout should not be too complicated and
tricky but must be easy to read and understand. The type, size, design should be
selected for easy reading.
8. Simplicity: It implies that too many elements in an advertisement should be avoided.
Those elements. Which can be dropped without destroying the message should be
dropped. The simpler the Layout, the clearer the message.
9. Emphasis: It implies that the important elements should be given much emphasis.
Emphasis must be brought about by placing the most important feature at or near the
optical centre. There should be emphasis on the various selling points and the purpose
of advertising depending upon the requirements. Layout should emphasis on education,
information and persuasion.

Process of Layout: The final layout is the outcome of several stages. The various stages are
as follows:
 1. Thought Sketch or Thumbnail Sketch: The first stage is the thought sketch or
thumbnail sketch. Many-a-times, artist begins with small, rough sketches of possible
layouts. These sketches provide a quick and convenient way to get different design
ideas. At first the headline and illustration are roughly prepared. The location of logo
and body copy is indicated. The artist may prepare several thumbnail sketches before
arriving at one that holds promise for further development.
2. Roughs Layout: The second stage is the rough layout, which is a refinement of the
thought sketch. Some artists prefer the start with a rough layout, bypassing the
thumbnail sketch stage. One or more rough layouts may be prepared. In this case
headlines, slogan and illustrations are roughly drawn.
3. Finished Layout: When a final rough layout is selected, then it is transformed into a
finished layout. This layout is much more detailed and carefully drawn than the rough
layout. The illustration is more or less finalized. Headlines are carefully executed, and
body copy is neatly ruled in the lines and blocks of copy of varying lengths to indicate
intention and paragraphs. This layout is normally shown to the client for approval.
4. Comprehensive Layout: Sometimes, the artist may prepare a comprehensive layout.
It is more complete in respect of art work, headline and slogan. Sometimes such
layout look more beautiful than the final ad if it is photograph, the artist will paste the
photograph on the layout. Comprehensive layouts may be prepared to give the client a
clear idea about the final ad
5. Working or Mechanical Layout: Really speaking these are not actually layouts.
These are blueprints for production. The working layouts indicate the exact placement
of all the elements in the ad specifies typeface and size and includes relevant
instruction for the typographer and engraver. The final ad is prepared from the
working layout.

STORY BOARD, AUDIO-VIDEO COPY FORMATS

This stage is concern with series of actions and movements of the camera in order to ensure a
proper interpretation. Story board is much pronounced in television advertisement
production. The story board is a visual translation of the script. This is simply because in
television, concepts are scripted and afterwards translated into story board. "The story board
presents the sequential order of movements, actions, picture and visuals that make up an
advertisement.” The story board is made up of frames with each containing instruction pasted
below the action within the frame. Television script in its initial form is arranged in a single
column format called the rehearsal script. This rehearsal script contains location, stage,
instructions, action, character and dialogue afterwards, the script is perfected to become a
master piece for the advertising process, the script therefore contain basic details of all the
camera and sound direction and when the concept is finally put on paper, it is then scripted to
suit the television medium.
AUDIO-VIDEO COPY FORMATS
RADIO ADVERTISEMENT COPY FORMATS
Celebrity Interview
Celebrity Announcer
Product Demonstration
Format Customer Interview
Comic Formats

Imaginary Transfer
Demographic
Historical Fantasy

TV COMMERCIAL COPY FORMATS

Audio and visual elements can be combined to produce many formats of TV commercials.
Alert Book and Norman Cary have classified the TVC formats on the basis of point of
emphasis, focus or style adopted.

PRODUCTION PROCESS OF PRINT COPY – THUMBNAIL, ROUGHS,

COMPREHENSIVE, MECHANICAL

STAGES OF LAYOUT:

Thumbnail sketches :
This is the first stage of layout known as a thumbnail sketches. Thumbnail sketches are
meant for the person who is developing the idea, not for the client nor the anybody else. A
situation of this type could have been avoided, if you had first developed your idea and but
on paper a quick sketch in small size that gave the basic compositional arrangement. Your
photograph could have been represented by a rectangle or any other shape the headline or
other typographic matter, by parallel lines; and colour strips. These sketches need not to be
shown to any one. But the visualize can visualize how the ad would look after these
thumbnails are polished.

Rough Sketch :
The second stage of layout is known as a rough layout. This stage of layout is mainly used
for presentation to the client or to the senior authorities of the institution, who evaluate and
discuss the proposed idea in the form of a visual. This stage should be handled by a skilled
artist. Rough layouts can save a great deal of money as well as time and effort. It is much
cheaper to produce a rough layout than to go ahead and actually produce an advertisement or
a TV commercial.

Rough layout have, broadly speaking, two types : working rough and finished rough. In
working rough a thick serrated line represents the headline. Thinner serrated lines represent
the subheading and the slogan. Straight lines or dotted lines represent body copy. Boxes
crossed inside represent visuals.

The second type of rough layout is called a finished rough. Always consider your client
hasn’t time enough to say nothing of patience. So do make the design look, as it will after
printing. Present all elements clearly and accurately in regard to size, style, spacing,
placement, etc. It is not quite as finished as comprehension however.

Until recently most layout tasks – such as display type for head line, format for running text
matter, creating of original art, graphic shapes or colour etc. were performed exclusively by
skilled specialists working manually. The only mechanical help available was photography
and cumbersome typesetting system. Now most of the task can be accomplished on the
computer.

Comprehensive Stage :
When rough layout is further finished it is called a comprehensive layout. The design process
of a comprehensive involves making of dummy layout of the page to be text, graphics,
colours, etc. in the form that is comparable to the art work or mechanical. In case of digital
finish it looks exactly as it will after printing.

A comprehensive layout is done very carefully. The illustration should be drawn by a trained
illustrator and pasted on the layout.

This stage is called the comprehensive stage. As the name suggests this layout is easy to
understand. This layout is presented to the client for approval. Once the client approves the
layout, it is then ready for the final finishing touches.

Art Work :

This stage of layout is mechanical for the printer, commonly known as artwork.
Conventionally it is a black and white image or black image on a white page of a camera -
ready copy used by the printer to make a film positive or negative for the purpose of printing.
Mechanicals also are increasingly being generated digitally. This stage of layout should be
handled by a trained artist with considerable knowledge of printing and pre-press work. The
art work should carry the instructions about the use of colours for different elements. Then
instructions can be written by pencil on the art work or on a tissue overlay.

The images of the layout are scanned and their information stored in a computer hard disk in
digital form and then used to create a complete page. Whatever may be the form of a layout
the printer needs both rough layout or comprehensive and art work to accomplish the pre-
press task. The rough layout is all the more necessary for the printer to match the colours
with the layout and exact position of the design elements for the printing form.

PRODUCTION PROCESS FOR AUDIO AND VIDEO COPIES –

PRE PRODUCTION, PRODUCTION AND POST PRODUCTION

"Audio visual (AV)" could be defined as "Material that uses a combination of sight and
sound to present information". Basically it means using both visual images and sound
together.
The Production Process

The production process refers to the stages (phases) required to complete a media product,
from the idea to the final master copy. The process can apply to any type of media production
including film, video, television and audio recording. The stages in each medium vary; for
example, there is obviously no storyboard in an audio recording. However the same general
concepts work for any medium.
The three main stages of production are:
1. Pre-production: Planning, scripting & storyboarding, etc.
2. Production: The actual shooting/recording.
3. Post-production: Editing.

Pre-Production

Scripting & Storyboard – The pre-production phase of a project is where all the planning
takes place before the camera rolls. Whether its measured in minutes, hours or days, this
planning phase sets the overall vision of the project. Pre-production also includes working
out the shoot location and casting. You’re in pre-production mode the moment you start
writing down a few points to cover in a video even if it is a short piece made for a blog. As
your projects become more ambitious you can start to storyboard the project. Storyboards can
really smooth out the post-production process when it’s time for editing. This will really be
useful if there are multiple people working on the project.

Production
Production begins once the footage is recorded. This process will capture all the scenes and
information captured in the pre-production process. During the production process you will
work out the lighting requirements, framing and composition. Some projects will also shoot
B-Roll during the production process. B-Roll is supplementary footage that is included in the
finished product.

Post-Production
The post production process begins after all the footage has been captured. This is important
part of the video making process. Graphics can be added along with images, music, colour
correction and special effects. If you are producing your own video content there will be a bit
of a learning curve at first, but it will be really rewarding. Post-production is like putting the
last coat of paint on in a room and it will be well worth the time to learn the basics. This is
where your video project will really come to life.

CONCEPT AND STAGES OF BRAND

Brand changes are related to the expertise of management, the firms strategic goals and the
market targeting activities. The branding activities of the other forms, the sophistication of
consumers, the level of involvement in the product category, the stage of product lifecycle
and development of branding in the relevant product category.

BRAND IMAGE
Like brand personality Brand Image is something you have or you don't but a brand is unlike
to have only one brand image but several images out of which one or two predominates. The
key area in brand image research is to identify or develop the most powerful images and
reinforce them through subsequent brand communication. The term brand image gained
popularity as evidence began to grow that the feeling and image associated with a brand
powerful purchase influences through brand recognition, recall and brand identity.
Brand Image Reinforce Recognition Recall Brand Identity
It is based on the proportion that the consumer not only buy a product but also the image
association of the product such as wealth, satisfaction and most importantly identification and
association with other users of the brand.
Good brand images are instantly evoked. They are positive and are almost unique among
competitive brands. Brand image can be reinforced by brand communication such as
packaging, advertising, promotion, customer services, word of mouth and other aspects of the
brand experience.
Brand image are usually evoked by asking consumer the first word that come to their mind
when a certain brand is mentioned.
Concept of Brand; Segmentation, Targeting and Positioning

What is Brand

Brand is a name, term, design, symbol, or other feature that distinguishes an organization or
a product from its rivals in the eyes of the customer. Brands are used in business, marketing,
and advertising. 

Brand concept 
A brand concept is the general idea or abstract meaning behind a brand. A brand's concept is
used to give consistency to a brand's identity. It can be described as the first thing you want to
popular into your customer's head.

Brands are usually protected from use by others by securing a trademark from an authorized
agency, usually a government agency. Before applying for a trademark, you need to establish
that someone else hasn't already obtained one for your name. Although you can do the
searching yourself, it is common to hire a law firm that specializes in doing trademark
searches and managing the application process. Once you've learned that no one else is using
it, you can begin to use your brand name as a trademark simply by stating it is a trademark
(using the "TM). After you receive the trademark, you can use the registered symbol after
your trademark.

Brands are often expressed in the form of logos, graphic representations of the brand. In
computers, a example of widespread brand application is the "Intel Inside" label provided to
manufacturers that use Intel's microchips.

A company's brands and the public's awareness of them are often used as a factor in
evaluating a company. Corporations sometimes hire market research firms to study public
appreciation of brand names.

Here is the famous advertising copywriter and ad agency founder David Ogilvy's definition
of a brand:

The sum of a product's attributes: its name, packaging, and price, its history, its reputation,
and the way it's advertised.
MARKET SEGMENTATION
What is Market Segmentation?
The concept of market segmentation was coined by Wendell R. Smith who in his article
“Product Differentiation and Market Segmentation as Alternative Marketing Strategies”
observed” many examples of segmentation” in 1956.
Present day market segmentation exists basically to solve one major problem of marketers;
more changes. More changes is possible through personalized marketing campaigns which
require marketers to segment market and draft better product and communication strategies
according to needs of the segment.
Basis of Market Segmentation
Segmenting is dividing a group into subgroups according to some set ‘bases’. These bases
start from age, gender, etc. to psychological factors like attitude, interest, values, etc.
Gender
Gender is one of the simplest yet important basis of market segmentation. The interests,
needs and wants of males and females differ at many levels. Thus, marketers focus on
different marketing and communication strategies for both. This type of segmentation is
usually seen in the case of cosmetics, clothing, and jewellery industry, etc.
Age group
Segmenting market according to the age group of the audience is a great strategy for
personalized marketing. Most of the products in the market are not universal to be used by all
the age groups. Hence, by segmenting the market according to the target age group,
marketers create better marketing and communication strategies and get better conversion
rates.
Income
Income decides the purchasing power of the target audience. It is also one of the key factors
to decide the product as a need, want or a luxury. Marketers usually segment the market into
three different groups considering their income. These are
High Income Group
Mid Income Group
Low Income Group
Place
The place where the target audience lives affects the buying decision the most. A person
living on mountains will have less or no demand for ice cream than the person living in a
desert.
Occupation
Occupation, just like income, influences the purchase decision of the audience. A need of an
entrepreneur might be a luxury for a government sector employee. There are even many
products which cater to an audience engaged in a specific occupation.
Usage
Product usage also acts as a segmenting basis. A user can be labelled as heavy, medium or
light user of a product. The audience can also be segmented on the basis of their awareness of
the product.
Lifestyle
Other than physical factors, marketers also segment the market on the basis of lifestyle.
Lifestyle includes marital status, interests, hobbies, religion, values, etc. which affects the
decision making of an individual.
Types of Market Segmentation
Geographic Segmentation
Geographic segmentation divides the market on the basis of geography. This type of market
segmentation is important for the marketers as people belonging to different regions may
have different requirements. For example, water might be scarce in some regions which
increase the demand for bottled water but, at the same time, it might be in large quantity in
other regions where the demand for the same is very less.
People belonging to different regions may have different reasons to use the same product as
well. Geographic segmentation helps marketer draft personalized marketing campaigns for
everyone.
Demographic (a particular sector of a population) Segmentation
Demographic segmentation divides the market on the basis of demographic variables like
age, gender, marital status, family size, income, religion, race, occupation, nationality, etc.
This is one of the most common segmentation practices among the marketers. Demographic
segmentation is seen almost in every industry like automobiles, beauty products, mobile
phones, etc and is set on a basis that the customers’ buying behaviour is hugely influenced by
their demographics.
Behavioural Segmentation
The market is also segmented based on audience’s behaviour, usage, preference, choices and
decision making. The segments are usually divided based on their knowledge of the product
and usage of the product. It is believed that the knowledge of the product and its use affects
the buying decision of an individual. The audience can be segmented into –
Those who know about the product,
Those who don’t know about the product,
Ex-users,
Potential users,
Current Users,
First time users, etc.
People can be labelled as brand loyal, brand-neutral, or competitor loyal. They can also be
labelled according to their usage. For example, a sports person may prefer an energy drink as
elementary (heavy user) and a not so sporty person may buy it just because he likes the taste
(light/medium user).
Psychographic Segmentation
Psychographic Segmentation divides the audience on the basis of their personality, lifestyle
and attitude. This segmentation process works on a basis that consumer buying behaviour can
be influenced by his personality and lifestyle. Personality is the combination of
characteristics that form an individual’s distinctive character. Lifestyle is how a person lives
his life.
Personality and lifestyle influence the buying decision and habits of a person to a great
extent. A person having a lavish lifestyle may consider having an air conditioner in every
room as a need, whereas a person living in the same city but having a conservative lifestyle
may consider it as a luxury.
Examples of market segmentation
Market segmentation is a common practice among all the industries. It is not possible for a
marketer to address the mass with same marketing strategy. Here are some examples of
market segmentation to prove this point.
Marketers will only waste their time and might end up making fun of themselves if they don’t
segment the market while marketing beauty products.
A company that sells nutritious food might market the product to the older people while fast-
food chains target the working demographic or teens.
Sports brands often segment the market based on the sports they play which help them
market the sports specific products to the right audience.
Market Segmentation is a convenient method marketers use to cut costs and boost their
conversions. It allows them to be specific in their planning and thus provide better results.

Targeting:

The next step is to identify the present and the probable buyers. They are called the target
market or the target audience. Advertising people finalize the target audience; find their
characteristics (geographic and demographic). These characteristics help determine the media
to be used to reach the target audience and also to create effective advertising messages.
Target market or the target audience (the first is a marketing term and the second is an
advertising term) includes present and potential customers. It also includes those people who
influence the buying decision. For example, Doctors influence buying of medicines by way
of prescribing. Similarly architects and designers influence the purchase of materials used for
building and decorating houses.

In addition to geographic and demographic features, the target audience is also shaped in
terms of personality and lifestyle of the typical audience member.

Positioning:

Positioning is a marketing strategy. It is however created through advertising. Positioning is

the perception about a product in the minds of the consumers in relation to the competitors.
For example ‘Maggie noodles’ is a ‘two minutes snack’.

Establishing as well as changing ‘positions’ requires tremendous advertising efforts and a lot
of research. This basically involves product feature analysis.

ADVERTISING AND 4 P' s. (ROLE OF ADVERTISING IN MARKETING MIX)

Marketing mix consist of four important variables of marketing, i.e. 4Ps-Product, Price,
Promotion and Place. Apart from the traditional 4 Ps, there are also other variables, i.e.
Packaging, Position, and Pace.

Advertising is an element of promotion. However, it not only assists in promoting the

product, but also affects the other variables of marketing mix. This can be explained as
follows:
1. Advertising and Product: A product is normally a set of physical elements, such as
quality, shape, size, colour and other features. The product may be of very high quality .At
times, the product is so designed that it requires careful handling and operations. Buyers must
be informed and educated on the various aspects of the product. This can be effectively done
through advertising. Thus, advertising plays the role of information and education.

2. Advertising and Price: The price is the exchange value of the product. A marketer may
bring out a very high quality product with additional features as compared to competitors. In
such a case, price would be definitely high. But buyers may not be willing to pay a high price
would be definitely high. Here comes advertising. Advertising can convince buyers regarding
the superiority of the brand and thus its value for money. This can be done by associating the
product with prestigious people, situations, or events. Alternatively when a firm offers a low
price products the job of advertising needs to stress the price advantage by using hard hitting
copy. It is not just enough to convince, but it is desirable to persuade the buyer. Thus
advertising plays the role of conviction and persuasion.

3. Advertising and Place: Place refers to physical distribution and the stores where the
goods are available Marketer should see to it that the goods are available at the convenient
place and that too at the right time when the buyers need it. To facilitate effective distribution
and expansion of market, advertising is of great significance. Thus advertising do help in
effective distribution and market expansion.

4. Advertising and Promotion: Promotion consists of advertising, publicity, personal

selling and sales promotion technique. Businessmen today have to face a lot of competition.
Every seller needs effective promotion to survive and succeed in this competitive business
world. Advertising can play a significant role to put forward the claim of seller, and to
counter the claims of competitor. Through effective advertising, sellers can face competition
and also help to develop brand image and brand loyalty.

5. Advertising and Pace: Pace refers to the speed in marketing decisions and actions. It
involves among other things the launch of new products or brand variations at greater speed
than before. As and when new brands are launched, advertising plays an important role of
informing, educating and persuading the customers to buy the product.

6. Advertising and Packaging: The main purpose of packaging is protection of the product
during transit, and preservation of quality and quantity. Nowadays, marketers take lot of
efforts to develop and design attractive packages as they carry advertising value. A creatively
design package attract the attention of the customers. It also carries an assurance of quality
and creates confidence in the minds of customers to buy the product.

7. Advertising and Positioning: Product positioning aims at creating and maintaining a

distinct image of the brands in the minds of the customers. Through advertising the marketer
can convey the positioning of the brand and accordingly can influence the buying decision of
the target audience.

SEGMENTATION BRAND POSITIONING

There are different definitions of Brand Positioning probably the most common is identifying
a market niche (Individual) for a brand product or service. Utilising traditional marketing
placement strategies i.e. price, promotion, distribution, packaging and competition. Also
positioning is defined as the way by which the marketers create impression in the customer's
mind.

Positioning is the concept of the marketing which was first introduced by Jack Trout. This
differs slightly from the context in which the term was first published in 1969 by Jack Trout
in the paper. Positioning is the game which people play in today's world market place. In the
publication "Industrial Marketing" in which the case is made that typical consumer is
overwhelmed with unwanted advertising and has a natural tendency to discard all the
information that does not immediately find a comfortable slot in the consumer's mind. It was
then expanded into their ground braking first book " Positioning: The battle for your market"
in which they define positioning as an organised system for finding a window in the market.
It is based on the concept that communication can only take place at the right time and at a
right place and under the right circumstances. Positioning is something that happens in the
minds of the target market. It is the aggregate perception, the market has of a particular
company, product or service in relation to their perception of the competitors in the same
category. It will happen whether or not a company's management is pro-active, reactive or
passive about the ongoing process of the brand position. but a company can positively
influence the perception through enlightened strategic actions.

APPEALS IN ADVERTISING

An advertising appeal is a statement designed to motivate a person to act. The appeals which
the advertiser makes usually focus the buying motives of the consumers. Pleasing total
quality of a radio becomes basis to motivate the music and the vitamin contents of a drug
form an appeal to motivate public and listen to people to preserve their health. However,
numerous appeals may be made for any product.

Essentials of a Good Advertising Appeal: The following are the essentials of a good
advertising appeal:

1. It must be Communicative: An advertising appeal must successfully tell what it wishes

to convey. As far as possible, the message must be communicated in a simple language.

2. It must have a Good Theme: A good theme means there must be something which has to
be told to the prospects. Only meaningful words become effective in conveying the story.

3. It must be Distinctive: An advertising appeal must be distinctive. It should present a

product in a distinctive way. If it is a new product, then „new‟ alone makes it distinctive.
4. It must be Interesting: A good advertising appeal must be interesting. An advertisement
must provide interest to the readers or the listeners or viewers and this can be done by telling
the story of an advertisement in an interesting manner.

5. It must be Believable: The theme of an effective advertising appeal must be believable.

The message which is doubted can never be effective. Only facts are presented in an
interesting manner.

6. It must be Complete: An advertising appeal should be complete and must not be

superfluous. Such information which is likely to confuse the prospects in making buying
decision should be avoided.

Types of Appeals Used in Advertising : The following are the appeals widely used in
advertising :
1. Emotional Appeal: An emotional appeal is related to an individual’s psychological
and social needs for purchasing certain products and services. Many consumers are
emotionally motivated or driven to make certain purchases. Advertisers aim to cash in
on the emotional appeal and this works particularly well where there is not much
difference between multiple product brands and its offerings. Emotional appeal
includes personal and social aspects.
2. Personal Appeal: Some personal emotions that can drive individuals to purchase
products include safety, fear, love, humor, joy, happiness, sentiment, stimulation,
pride, self esteem, pleasure, comfort, ambition, nostalgia etc.
3. Social Appeal: Social factors cause people to make purchases and include such
aspects as recognition, respect, involvement, affiliation, rejection, acceptance, status
and approval.
4. Fear Appeal: Fear is also an important factor that can have incredible influence on
individuals. Fear is often used to good effect in advertising and marketing campaigns
of beauty and health products including insurance. Advertising experts indicate that
using moderate levels of fear in advertising can prove to be effective.

5. Humor Appeal: Humor is an element that is used in around 30% of the

advertisements. Humor can be an excellent tool to catch the viewer’s attention and
help in achieving instant recall which can work well for the sale of the product.
Humor can be used effectively when it is related to some benefit that the customer can
derive without which the joke might overpower the message.
6. Sex Appeal: Sex and nudity have always sold well. Sexuality, sexual suggestiveness,
over sexuality or sensuality raises curiosity of the audience and can result in strong
feelings about the advertisement. It can also result in the product appearing
 interesting. However use of sex in types of advertising appeals can have a boomerang
effect if it is not used carefully. It can interfere with the actual message of the
advertisement and purpose of the product and can also cause low brand recall. If this
is used then it should be an integral part of the product and should not seem vulgar.
The shift should be towards sensuality.
7. Music Appeal: Music can be used as types of advertising appeals as it has a certain
intrinsic value and can help in increasing the persuasiveness of the advertisement. It
can also help capture attention and increase customer recall.
8. Scarcity Appeal: Scarcity appeals are based on limited supplies or limited time
period for purchase of products and are often used while employing promotional tools
including sweepstakes, contests etc.
9. Rational Appeal: Rational appeals as the name suggests aims to focus on the
individual’s functional, utilitarian or practical needs for particular products and
services. Such appeals emphasize the characteristics and features of the product and
the service and how it would be beneficial to own or use the particular brand. Print
media is particularly well suited for rational appeals and is often used with good
success. It is also suited for business to business advertisers and for products that are
complex and that need high degree of attention and involvement.
10. Masculine Feminine Appeal: Used in cosmetic or beauty products and also clothing.
This type of appeal aims at creating the impression of the perfect person. The message
is that the product will infuse the perfection or the stated qualities in you.
11. Brand Appeal: This appeal is directed towards people who are brand conscious and
wish to choose particular products to make a brand statement.
12. Snob Appeal: This appeal is directed towards creating feeling of desire or envy for
products that are termed top of the line or that have considerable qualities of luxury,
elegance associated with them.
13. Adventure Appeal: This appeal is directed towards giving the impression that
purchasing a product will change the individual’s life radically and fill it with fun,
adventure and action.
14. Less than Perfect Appeal: Advertisements often try to influence people to make
certain purchases by pointing out their inadequacies or making them feel less perfect
and more dissatisfied with their present condition. These types of advertising appeals
are used in cosmetic and health industries.
15. Romance Appeal: These advertisements display the attraction between the sexes.
The appeal is used to signify that buying certain products will have a positive impact
 on the opposite sex and improve your romantic or love life. Frangrances, automobiles
and other products use these types of advertising appeals.
16. Emotional Words/Sensitivity Appeal: These advertisements are used to drive at and
influence the sensitivities of consumers.

17. Youth Appeal: Advertisements that reflect youth giving aspects or ingredients of
products use these types of appeals. Cosmetic products in particular make use of these
appeals.

18. Endorsement: Celebrities and well known personalities often endorse certain
products and their pitching can help drive the sales.
19. Play on Words: Advertisements also make effective use of catch phrases to convey
the message. Such appeals help in brand recognition and recall and can be quite
popular with the youth in particular.
20. Statistics: Advertisements also use statistics and figures to display aspects of the
product and its popularity in particular.