commercial ad making

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After going through the basics of advertising like
Advertising classification , category, dimensions
,designing principles, layouts, mood of ad, theme,
concept, tone etc. we need to create a perfect ad in
every respect of competition, target , communication
objectives , impact etc.

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 Steps of commercial ad making

1. Understanding Communication objective

Ad creator need to know what is the core objective of
communication as per the marketing plan of the
company? Such objectives could be:
 Positioning /Repositioning
 Branding/ Rebranding
 Buzz/ Hit & run/Gorilla warfare
 Provoking/ Motivating / Thinking

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2. Such objective requires to be aligned to basic
classification of communication you are going to make,
whether it is going to be in the form of:
Informative to target audience
Reminding to target audience
Persuasive to the target audience
This is decided vis a vis marketing objectives and desire of
the client on the basis of influencing factors like Brand
standing in market, PLC , Brand image & personality, Brand
value , Previous Ad campaigns and feedback from market etc.

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3. Then, there is a need to analyze the category of ad
required to be developed under the concept of
Integration triangle :
 Whether it is falling under category of a planned ad-
positioning/Branding /making aware etc. (Say)
 Product ad – whether it is about
attributes/benefits/advantage/USP etc. (Do)
 Unplanned – whether it is a counter ad for competing
brands (Confirm)

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4. Next step is to decide what type of ad “type” you
need to communicate with your audience ?
 Print ad will work or broad cast ad ?
 Surrogate or Covert ad will work?
 Outdoor ad? Any other media ad?
 Social media ad? Internet ad?
 Combination of ads?

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5. What dimension of advertising is to be given focus
in your ad creation
 Pure Communication dimension –message to target
audience – motivating, emotional, fearing, learning ?
 Pure Marketing dimension – is it for sales support? For
B2B? for competitive advantage? for a specific marketing
purpose? For promotional support?
 Economic dimension – is it for channel partners , Suppliers
? Rational angle?
 Social /ethical dimension – whether it is needed by the
client to touch these aspects in ad creation or not?

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6. Creative researching and planning for ad creation
It is needed to do research on basics before going
ahead for actual creation of ads:
 Audience research – who they are? Target market & target
audience? Buying pattern , motive of buying, assumed
audience size ,trends, market environment etc.
 Message research- content needed to communicate, theme ,
approach, mood to be maintained , style ,rational or
emotional appeal, tone of ad etc.

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Product research – brand characteristic , image &
personality of brand ,USP/UEP, Value proposition, benefits
, advantages etc.
Media research- which media vehicle? Print or TV or
Radio or outdoor , in what combination? Any supportive
promotion needed to reach the target? Reach needed?
Message weight approximation, media weight
approximation etc.

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7. Conceptualization
After deciding on issues of research to visualize the probable
outcome a script /rough creation /draft/storyboard rough is
worked vis a vis designing principles (balance , emphasis ,
unity, proportion sequence) , layouts , frame work or overall
impact to be achieved in context to mood and theme of
advertisement , color concept , musical theme etc. required to
be created
 This draft work is also required to be analysed under 4 step
role i.e. explorer , artist, judge and warrior
 This is also needed to be analysed vis a vis budget
allocation and media vehicle plans where it is going to be
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8. Production of ad
Need to analyze the rough/dummy/storyboards
/script for finalizing
 After making every possible analysis and
modifications/corrections in the draft accordingly ,
we need to assess machinery , supports, accessories,
manpower, location (for TV ad) and misc.
production aspects before going for actual
production
Always keep “budget” in mind

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9. Adding to campaign
Once the final ad is created it require to be ensured
of being inline to the campaign theme along with
other category ads and promotions , in order to have
the acceptance & approval of Marketing department
Ensuring the theme and budget elements are as per
marketing & advertising plan, before final delivery
Get approvals and acceptance from marketing
department of client before releasing it to campaign

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