ADV3008 Section 2 More focus on Lectures 11 12 15 No math No formulas 8 Copywriting o Copy Words in the advertisement Elements of copy Dialogue Voiceovers Headlines are most important copy component in an ad o 2 types Direct Headline product name or product benefit or feature Direct headlines get point of across without having to read the whole ad Disadvantage includes not being able to tell the whole story Ex Pedigree Dentastix buy one get one free Indirect Headline designed to create interest It inclines the reader to read the entire ad Ex When cancer strikes we strike back MD Anderson o Headline Tasks Attract attention Segment Readers Lead readers into copy Tagline o Slogan o Tasks Gain attention Provide a consistent link in the campaign Trigger thoughts about brand Summarize brand position Ex BMW The ultimate driving machine o Effective taglines Short no specific length o Easy to remember o Trigger thoughts about the brand Logo Body copy o Visual design representing the company or product o Not always formal paragraphs o Lead paragraph Ties into headline Transition to body copy o Interior paragraphs Detail of the ad and what the product does o Final paragraph Call to action Ex Test drive today call now don t take our word for it call your doctor today Writing good copy o Show a benefit to the reader Solution to a problem Write to one person through consumer point of view psychographic profiles Involve the reader by presenting the unexpected o Credibility and believability Especially important when dealing with facts o Writing style Should be written in a conversational tone Take the target market into account while writing 9 Print Production o Layout 2 The orderly arrangement of all the copy and artwork Headlines and illustrations are the most likely elements of a print ad to stop the reader grab their attention Visual vs verbal Shift from heavy reliance on copy Greater emphasis on visual Visual broad image Copy main point name of product or details of the product Elements must work together Illustration tasks Convey broad ideas and benefits Grabs attention Feelings and emotion Tells a story Illustration contents Product alone zeroes in and focuses on the product alone Shows product in use Communicates numbers through charts tables and graphs Product features that are difficult to portray create dramatized Image creates and sets a mood image o Design Balance Focal point Image creates aesthetically pleasing symmetrical layout Equality of an ad s elements horizontally and vertically Single element in an image that draws the reader to the ad It becomes the starting point of the ad Gives readers the same experience One focal point per ad o Copy Headline focused in upper left image or writing leads you lower left and the logo is placed in the 3 bottom right to create z pattern to follow the way we read o Unity The extent to which all elements of an ad tie together Bose noise cancelling headphones ad Continuity in a campaign o Types of layouts Picture window standard Illustration Headline Body copy o Extensive copy and large illustration Poster Copy heavy Bold visual Creates mood image feeling Very limited copy Extensive copy Little or no visual support Serious and involving topics 11 Assessment Research o Directional Research Guides the creative effort by providing a clearer view of the realities faced by the creative team Useful during situational analysis o Assessment research Evaluates the success of the creative product advertising in achieving strategic objectives DAGMAR Research conducted early in the decision sequence has the greatest value Conducted throughout the entire creative process If your budget is low spend money on directional research o Pretesting 4 Developmental pretesting concept testing testing ideas The purpose of pretesting is to restart the process if none of the advertiser s ideas get good feedback Conducted during strategy development Early in the creative process Quick and relatively inexpensive feedback Small sample sizes Focus on awareness and attitude change o Are concepts appropriate for achievement of objectives o Final Pretesting 2 types The final pretesting includes finished or closed to finished ads Last check before investment in media Largest portion of budget is spent in media 1st type Field Test More common Testing ads under natural conditions o Ex TV newspaper billboard etc Sacrifice control for real world impact o Ex Ads in newspapers and billboard in South Carolina were sacrificed due to flooding 2nd type Lab Testing Exposure in a controlled seting Sacrifice realism for control o Ex Recruiting participants and paying them for their time clouds their judgment towards the ad It is ideal to perform both lab and field tests Post testing After the campaign is in the market place Evaluation of campaign objectives o Did we meet our objectives Beginning of situation analysis for the next campaign o Ongoing throughout the entire campaign 5 Awareness most commonly measured variable 86 of ads go o What is measured unnoticed Day after recall o The percent of respondents that can recall a message the day after exposure to the message o Problems Low involvement products often test poorly High involvement usually test better Less effective for emotional messages Ex Text and driving commercials May measure intrusiveness not effectiveness Reduces creative judgment to a single number May lead to less than ideal decisions o Economy and competition impact sales Attitude Behavior Changes in perception More common in post testing Sales results Purchase intent Frequency of purchase Physiological response How your body reacts No mental effort Not natural Difficult to interpret results o Ex Heart rate skin response eye movement o Ex When testing heart rate change in heart rate may be from a though not from the ad o Methods Available Experiments 6 Cause and effect based on exposure to an ad o Field experiments Natural viewing Sacrifices control o Lab experiments Artificial viewing environment Control Sacrifices realism Surveys Telephone o Losing popularity o Difficulty in reaching people o People don t answer random numbers and landlines are becoming less relevant Interest o Fastest growing o Quick o Inexpensive Focus groups feel Development of ideas Qualitative data Small groups and moderator Open ended discussion Focus group problems Must perform a series of focus groups in order to get an in depth o Very beneficial but all people have different interpretations
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