ADVERTISEMENT APPEAL

AND MEDIA
ADVERTISEMENT APPEAL
• Types of appeal : Emotional appeal, Rational appeal, Moral appeal,
Humour appeal, Beauty appeal, Scarcity appeal, Masculine and Feminine
appeal
• Advertisement copy : The content and context of a message contained in
an advertisement.
• Types of Ad copy : Institutional copy, Reason - why copy, Narrative or story
copy, Educational copy, Suggestive copy, Expository copy, Comic or
Humorous copy, Descriptive copy, Questioning copy, Testimonial ad copy,
Reminder copy, Comparative copy, Topical copy, Announcement copy,
Teaser ad copy, Prestige copy.
• Types of Ad copy based on media: Print copy, Radio copy, T.V copy, Outdoor
ad copy.
Advertisement Layout
• A layout is a miniature sketch of the proposed advertisement.
• Elements of Layout: Background, Heading, Caption, Catch phrase,
Slogan, Illustration, Text, Product, Logo, Price.
• Principles of design and layout: Principle of utility, Principle of variety,
Principle of balance, Principle of Rhythm, Principle of proportion,
principle of simplicity.
Copy writing
• Copywriting is the creative aspect of advertising which designs promotional
text for a product so as to influence targeted customers.
• Types of copy writing : plain and informational, Storytelling copy,
Conversational copywriting, imaginative copywriting, Big- wig copywriting,
Frank copywriting, Technical Copywriting
• Copywriter: A copywriter is a person who comes up with the ideas to
create promotional message for an ad.
• Process of copywriting : Planning, Research, Organisation, Writing,
Checking editing and revision
• Copy testing :Copy testing is testing the effectiveness of an ad copy with
targeted audience before broadcasting the ad.
Advertising Media
• The two major dimensions of advertising are : message creation and
Message dissemination
• Media planning : media planning refers to a series of decision involving the
delivery of message to targeted audience.
• Media Strategy : is concerned with how an ad will be delivered to targeted
audience.
• 3W decisions in Media strategy : Where to advertise, When to advertise,
Which type of media to use.
• Key areas of Media Strategy : Media mix, usage of media, geographic
location, scheduling strategy.
• Factors to be considered before media selection : Nature of product,
nature of consumers, advertising objective, type of message, budget,
competitive advertising, media availability, characteristics of media.
Media
• Process of media planning : Analysis of the situation, Analysis of the
targeted audience, Setting media objective, Media strategy, Media
selection, Setting the specific media vehicle, Media buying, Executing
the media programme, Follow up and evaluation.
• Problems in Media planning : insufficient information, difficulty in
comparing with different media, difficulty in measuring media
exposure, time pressure, lack of expertise
• Types of media : print media, Broadcast media, outdoor media, direct
mail advertising media, internet advertising, others.
Permission Marketing
• Permission marketing refers to communicating product related
message to the people who grants permission for the same.
• Tools of permission marketing : Email, SMS, Really Simple syndication,
Loyalty programme.