advt mdl ii

Advertising

This is the mass media method of marketing communication and provides exposure to the largest, most geographically dispersed audience at the lowest cost per head. That being said, advertising costs can ad up quickly with mediums like television, radio and even online advertising which can be prohibitively expensive for many businesses.

Other traditional forms of paid advertising include newspapers and magazines, the Yellow Pages, billboards, signs and posters. As well, advertising on buses, benches, gas pumps and even public restrooms is in vogue today. Basically, any medium which provides an opportunity to target "eyes and/or ears" can be a venue for advertising and you can see examples of successful promotion in the most unlikely places.

The Marketing Communications or Promotional Mix

Your marketing plan will be executed by using the tactical elements of the Marketing Communications, or Promotions Mix.

Definitions:

Advertising - Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor.

Personal selling - Personal presentation by the firm’s sales force for the purpose of making sales and building customer relationships.

Sales promotion - Short-term incentives to encourage the purchase or sale of a product or service.

Public relations - Building good relationships with the company’s various publics by obtaining favorable publicity, building up a good "corporate image", and handling or heading off unfavorable rumors, stories, and events.

Direct marketing - Direct communications with carefully targeted individual consumers to obtain an immediate response and cultivate lasting customer relationships.

Reaches large, geographically dispersed audiences, often with high frequency; Low cost per exposure, though overall costs are high; Consumers perceive advertised goods as more legitimate; Dramatizes company/brand; Builds brand image; may stimulate short-term sales; Impersonal, one-way communication; Expensive

Most effective tool for building buyers’ preferences, convictions, and actions; Personal interaction allows for feedback and adjustments; Relationship-oriented; Buyers are more attentive; Sales force represents a long-term commitment; Most expensive of the promotional tools

May be targeted at the trade or ultimate consumer; Makes use of a variety of formats: premiums, coupons, contests, etc.; Attracts attention, offers strong purchase incentives, dramatizes offers, boosts sagging sales; Stimulates quick response; Short-lived; Not effective at building long-term brand preferences

Highly credible; Very believable; Many forms: news stories, news features, events and sponsorships, etc.; Reaches many prospects missed via other forms of promotion; Dramatizes company or product; Often the most under used element in the promotional mix; Relatively inexpensive (certainly not 'free' as many people think--there are costs involved)

Many forms: Telephone marketing, direct mail, online marketing, etc.; Four distinctive characteristics: Nonpublic, Immediate, Customized, Interactive; Well-suited to highly-targeted marketing efforts

When deciding upon your unique marketing communications mix, you should also consider the Product Life Cycle. Here are some general guideline as to how and when to emphasize different parts of the mix according to the stages of a typical product life cycle:

Product Life Cycle

Pre-Introduction: Light advertising, pre-introduction publicity

Introduction: Heavy use of advertising, public relations for awareness, sales promotion for trial

Growth: Advertising, public relations, branding and brand marketing, personal selling for distribution

Maturity: Advertising decreases, sales promotion, personal selling, reminder & persuasion

Decline: Advertising and public relations decrease, limited sales promotion, personal selling for distributionNext let's briefly walk through each of the various parts of the marketing communications mix.

©2002 South-Western

Promotional MixPromotional Mix

AdvertisingAdvertising

Elementsof thePromotionalMix

Elementsof thePromotionalMix

Public RelationsPublic Relations

Personal SellingPersonal Selling

Sales PromotionSales Promotion



Impersonal, one-way

mass communication

about a product or

organization that is

paid for by a marketer.


Advertising MediaAdvertising Media

Traditional Advertising Media

Traditional Advertising Media

ElectronicAdvertising Media

ElectronicAdvertising Media

Television Radio Newspapers Magazines Books Direct mail Billboards Transit cards

Internet Computer modems Fax machines



AdvantagesAdvantages

Ability to reach large number of people

Cost per contact is low

Can be micro-targeted

DisadvantagesDisadvantages

Total cost is high



The marketing function that

evaluates public attitudes,

identifies areas within the

organization that the public

may be interested in, and

executes a program of action

to earn public understanding

and acceptance.



Evaluates public attitudes

Evaluates public attitudes

Identifies areas of public interest

Identifies areas of public interest

Executes programs to “win” public

Executes programs to “win” public

Functions ofFunctions of


Functions ofFunctions of



PublicityPublicity

Public information about a

company, good, or service

appearing in the mass media

as a news item.



Marketing activities--other than

personal selling, advertising,

and public relations--that

stimulate consumer buying and

dealer effectiveness.



EndConsumers

EndConsumers

Trade CustomersTrade Customers

CompanyEmployees

CompanyEmployees


TargetsTargets


TargetsTargets


Sales Promotion Sales Promotion

Free samplesFree samples

ContestsContests

PremiumsPremiums

Trade ShowsTrade Shows

Vacation GiveawaysVacation Giveaways

CouponsCoupons

Popular ToolsPopular ToolsforforConsumer SalesConsumer SalesPromotionPromotion

Popular ToolsPopular ToolsforforConsumer SalesConsumer SalesPromotionPromotion



Planned presentation to

one or more prospective

buyers for the purpose

of making a sale.



Traditional Selling

Traditional Selling

Relationship Selling

Relationship Selling


Learning Objective Learning Objective

Describe the Describe the communication process.communication process.


CommunicationCommunication

The process by which we

exchange or share

meanings through a common

set of symbols.


Marketing CommunicationMarketing Communication

Categories of Communication

Categories of Communication

InterpersonalInterpersonalCommunicationCommunicationInterpersonalInterpersonalCommunicationCommunication

MassMassCommunicationCommunicationMassMassCommunicationCommunication


The Communication ProcessThe Communication Process

As SendersAs Senders As ReceiversAs Receivers

Inform

Persuade

Remind

Develop messages

Adapt messages

Spot new communication opportunities


The Sender and EncodingThe Sender and Encoding

SenderSender The originator of the message in the communication process. The originator of the message in the communication process.

EncodingEncodingThe conversion of a sender’s ideas and thoughts into a message, usually in the form of words or signs.

The conversion of a sender’s ideas and thoughts into a message, usually in the form of words or signs.


The Communication ProcessThe Communication Process

NoiseNoise

SenderSender EncodingMessage

EncodingMessage

MessageChannel

MessageChannel

MessageChannel

MessageChannel

DecodingMessage

DecodingMessage ReceiverReceiver


Characteristics of AdvertisingCharacteristics of Advertising

Communication Mode Communication Mode

Communication ControlCommunication Control

Feedback AmountFeedback Amount

Feedback SpeedFeedback Speed

Message Flow DirectionMessage Flow Direction

Message Content ControlMessage Content Control

Sponsor IdentificationSponsor Identification

Reaching Large Audience Reaching Large Audience

Message FlexibilityMessage Flexibility

AdvertisingAdvertisingAdvertisingAdvertising

Indirect and non-personal Indirect and non-personal

LowLow

LittleLittle

DelayedDelayed

One-wayOne-way

YesYes

YesYes

Fast Fast

Same message to all audiencesSame message to all audiences


Characteristics of Public RelationsCharacteristics of Public Relations










Public RelationsPublic RelationsPublic RelationsPublic Relations

Usually indirect, non-personal Usually indirect, non-personal

Moderate to lowModerate to low

LittleLittle

DelayedDelayed

One-wayOne-way

NoNo

NoNo

Usually fast Usually fast

Usually no direct controlUsually no direct control


Characteristics of Characteristics of Sales PromotionSales Promotion










Sales PromotionSales PromotionSales PromotionSales Promotion

Usually Indirect and non-personal Usually Indirect and non-personal

Moderate to lowModerate to low

Little to moderateLittle to moderate

VariesVaries

Mostly one-wayMostly one-way

YesYes

YesYes

Fast Fast

Same message to varied targetSame message to varied target


Characteristics of Personal SellingCharacteristics of Personal Selling










Personal SellingPersonal SellingPersonal SellingPersonal Selling

Direct and face-to-face Direct and face-to-face

HighHigh

MuchMuch

ImmediateImmediate

Two-wayTwo-way

YesYes

YesYes

Slow Slow

Tailored to prospectTailored to prospect



Explain the goal and tasks of promotion.Explain the goal and tasks of promotion.


Goals and Tasks of PromotionGoals and Tasks of Promotion

InformingInforming RemindingReminding

PersuadingPersuading

TargetAudienceTargetAudience



InformingInforming RemindingReminding

PersuadingPersuading

TargetAudienceTargetAudience

PLC StagesPLC Stages:Introduction Early Growth

PLC Stages:PLC Stages:Growth Maturity

PLC Stages:PLC Stages:Maturity



Informative Objective

• Increase awareness

• Explain how product works

• Suggest new uses

• Build company image



Persuasion Objective

• Encourage brand switching

• Change customers’ perception of product attributes

• Influence buying decision

• Persuade customers to call



Reminder Objective

• Remind customers that product may be needed

• Remind customers where to buy product

• Maintain customer awareness



Discuss the AIDA concept Discuss the AIDA concept and its relationship to and its relationship to the promotional mix.the promotional mix.


The AIDA ConceptThe AIDA Concept

Model that outlines the process

for achieving promotional goals

in terms of stages of consumer

involvement with the message.


The AIDA ConceptThe AIDA Concept

AAttentionttention

IInterestnterest

DDesireesire

AActionction


AIDA and the Promotional MixAIDA and the Promotional Mix

AwarenessAwarenessAwarenessAwareness InterestInterestInterestInterest DesireDesireDesireDesire ActionActionActionAction

AdvertisingAdvertisingVeryeffective

Veryeffective

Somewhateffective

NoteffectiveNoteffective

PublicPublicRelationsRelationsPublicPublicRelationsRelations

VeryeffectiveVeryeffective



NoteffectiveNoteffective

SalesSalesPromotionPromotion

Somewhateffective

Somewhateffective

Veryeffective


PersonalPersonalSellingSelling

Somewhateffective

Veryeffective

Veryeffective

SomewhateffectiveSomewhateffective

©2002 South-Western 43


Describe the factors that Describe the factors that affect the promotional mix.affect the promotional mix.


Factors Affecting the Factors Affecting the Promotional MixPromotional Mix

Nature of ProductNature of Product

Stage in PLCStage in PLC

Target Market FactorsTarget Market Factors

Type of Buying DecisionType of Buying Decision

Promotion FundsPromotion Funds

Push or Pull StrategyPush or Pull Strategy

Factors Factors AffectingAffectingChoice of Choice of Promotional MixPromotional Mix

Factors Factors AffectingAffectingChoice of Choice of Promotional MixPromotional Mix


Nature of the ProductNature of the Product

Product characteristics – Business product vs. consumer product

Costs and risks

Social risk

Factors that influence promotional mixFactors that influence promotional mix


Stage in the Product Life CycleStage in the Product Life Cycle

TimeTime

IntroductionIntroduction GrowthGrowth

MaturityMaturity

DeclineDecline

Sal

es (

$)S

ales

($)


Product Life Cycle and theProduct Life Cycle and thePromotional MixPromotional Mix

Light Advertising, pre-introductionPublicity

Heavy use of advertising,PR forawareness;sales promotionfor trial

AD/PRdecreaseLimited Sales Promotion, Personal Selling fordistribution

Ads decrease.Sales Promotion,Personal SellingReminder & Persuasive

Advertising, PR, BrandloyaltyPersonal Selling fordistribution

IntroductionIntroduction GrowthGrowth

MaturityMaturityDeclineDecline

Sal

es (

$)S

ales

($)

TimeTime


Target Market CharacteristicsTarget Market Characteristics66

FOR:

Widely scattered market

Informed buyers

Repeat buyersAdvertising

Sales Promotion

Less Personal Selling


Type of Buying DecisionType of Buying Decision

Advertising

Sales PromotionType ofType ofBuying DecisionBuying DecisionaffectsaffectsPromotional Promotional Mix ChoiceMix Choice

Type ofType ofBuying DecisionBuying DecisionaffectsaffectsPromotional Promotional Mix ChoiceMix Choice

ComplexComplexComplexComplex

RoutineRoutineRoutineRoutine

Personal Selling

Not RoutineNot Routineor Complexor Complex

Not RoutineNot Routineor Complexor Complex

Advertising

Public Relations


Available FundsAvailable Funds

Trade-offs with funds available

Number of people in target market

Quality of communication needed

Relative costs of promotional elements


Push and Pull StrategiesPush and Pull Strategies

ManufacturerManufacturerpromotes to promotes to wholesalerwholesaler

ManufacturerManufacturerpromotes to promotes to wholesalerwholesaler

Wholesaler Wholesaler promotes to promotes to retailerretailer

Wholesaler Wholesaler promotes to promotes to retailerretailer

Retailer Retailer promotes topromotes toconsumerconsumer

Retailer Retailer promotes topromotes toconsumerconsumer

ConsumerConsumerbuys frombuys fromretailerretailer

ConsumerConsumerbuys frombuys fromretailerretailer

PUSH STRATEGYPUSH STRATEGY

Orders to manufacturer

ManufacturerManufacturerpromotes to promotes to consumerconsumer

ManufacturerManufacturerpromotes to promotes to consumerconsumer

Consumer Consumer demands demands productproductfrom retailerfrom retailer

Consumer Consumer demands demands productproductfrom retailerfrom retailer

Retailer Retailer demands demands productproductfrom wholesalerfrom wholesaler

Retailer Retailer demands demands productproductfrom wholesalerfrom wholesaler

Wholesaler Wholesaler demandsdemandsproduct fromproduct frommanufacturermanufacturer

Wholesaler Wholesaler demandsdemandsproduct fromproduct frommanufacturermanufacturer

Orders to manufacturer

PULL STRATEGYPULL STRATEGY

Elements in creation of an Advertisement

• Message

• Headlines

• Copy or body copy

• Illustrations

• Message Appeal

• Layout

Message

Objective of the message

• To communicate main points in a best way

• To overcome opposing views of audience

• To create a persuasive message

Message…..

How to structure a persuasive message for effectiveness

1. Order of presentation

2. Conclusion drawing

3. Message sidedness

4. Refutation

5. Verbal Vs Visual

1. Order of presentation

Where to place the strong arguments in the message?

• Beginning ----Primacy Effect

• End ----Recency Effect

Recall ability is the basis for deciding

2. Conclusion Drawing

• Advertiser's own conclusion

• Audience’s own conclusion

Depends upon education/ awareness and complexity of the topic

3. Message Sidedness

• One sided: only benefits

• Two sided: Good & Bad points

More effective when opposite views are also presented

One-Sided Examples

Arbor Mist

Ad Copy: Introducing Arbor Mist:Great tasting wine with a splash of fruit.Just what you've been looking for.

4. Refutation

Special kind of two-sided message

• Tell both sides and refute negative

Example : TataskyTata Sky - Aamir Khan Sardar Ad.flv

5. Verbal Vs Visual

• Effective use of visuals

e.g. Madhya Pradesh Tourism

Lakshmi in Madhya Pradesh Tourism.flv

Message Appeals

• An approach used to attract the attention of consumers to influence their feelings toward the product/ service

• Anything that create interest

Appeals…..

1. Informational / Rational appeal: Consumer utilitarian needs

2. Emotional appeal: Socio/psycho needs

3. Humor appeal: Fun

4. Reminder ads: Show presence

5. Teaser ads: Curiosity

Informational

• Feature: focus on dominant traits of product and highly informative

• Product Popularity

• News appeal: All announcements

• Favorable price appeal: Value for money

Informational(Product popularity appeal)

Part of informational appeal showing the popularity of the product.

Emotional

• Focus on consumer’s social/ psychological needs for purchasing a product

1. Personal feelings:Safety,security, love, joy,fear, pleasure etc. AXE

2. Social feelings: Recognition, status, acceptance etc.

Raymond Ad - Teacher At Wedding2.flv

Emotional

• Social feeling

Bharti AXA Life Insurance Latest Ad - TVC.flv

Humor Appeals

• Best known

• Best remembered

• Set positive mood

• More used with low involvement products

But…

Distracts from brand and attribute

Camlin Marker Funny Indian Commercial Advertisement.flv

Reminder ads

• Just to show presence in the market– Archies cards– Usual Pepsi ads

New Indian Vodafone Commercial (Independence day special).flv

Teaser ads

• Designed to build curiosity, interest,excitement about a product

• Mainly used while introducing new product or name change etc.– UBI logo change

Advertising Execution

How appeal is presented to consumer• Factual message: Industrial products• Technical evidence: Colgate• Demonstration: HARPIC• Comparison: VIM BAR Challenge• Testimonial: Own experience BP, Maggi Noodles• Animation: Kellog’s, All Out, Pillsbury• Personality symbol: Dr. Fixit, Binani Cement

AIDA Model

Desire

Awareness

Interest

Action

Hierarchy of Effects

Unaware

Aware

Comprehension& Image

Attitude

Action

New Adopter Hierarchy

Awareness

Interest

Evaluation

Trial

Adoption

Lavidge and Steiner model

Awareness

Knowledge

Liking

Preference

Conviction

Action

Advertising Copy

Text of a print, radio, or television advertising message that aims at catching and holding the interest of the prospective buyer, and at persuading him or her to make a purchase all within a few short seconds. The headline of an advertising copy is said to be the most important part, and quite often a small change in its wording brings disproportionate results. Although a short advertising copy is more common in consumer-product advertising, according to the UK advertising guru David Ogilvy (1911-1999) people do read (and listen or attend to) lengthy advertisements if they are skillfully written. Most advertising copy is based on advertising/consumer research and is composed by professional copywriters hired by advertising agencies. Also called advertisement copy, ad copy, or just copy.

Types of Copy

• Scientific copy (Technical specifications are specified. E.g. High

involvement goods or durable goods or industrial goods.)

• Descriptive copy: In a non-technical manner, the product attributes are

described. The copy uses direct active sentences. There are short and

pithy sentences. It looks very commonplace announcement.

• Narrative copy: Here a fictional story is narrated. The benefits of the

product emerge from the story. Maybe, the narrative is humorous. Or

else, it has strong appeal. It should make an imprint on our memory.

• Colloquial copy: Here informal conversational language is used to

convey the message. It could even become a dialogue. In many TV

advertisements, we find the colloquial copy.

• Humorous copy: Humor has been heavily used in advertising-especially

in TV commercials. It is just as heavily suspect. But effective humor

makes the advertisement noticeable.

• Topical copy comes about when a copy is integrated to a recent

happening or event. Especially during the world cup days, you had ads

like – ‘Britannia Khao, World Cup Jao’.

• Endorsement copy here a product is endorsed by an opinion leader who

has a large following. I shall be discussing this at length in a later lecture.

• Questioning Copy: In this copy, several questions are put forward not to

seek answers but to emphasize a certain attribute.

• Prestige Copy The product is not directly advertised. Only a

distinguished and favorable atmosphere is created for the sale of the

product.

Advertising message and appeals

The most popular and widely accepted need scheme given by A.H.Mashlow

(i) Physiological Needs or Creature Comforts (Hunger, Thirst, Sex, etc.)

(ii) Safety Needs (Security, Protection, etc.)(iii) Love Needs (Affection, Belongingness, etc.)(iv) Esteem Needs (Self-Respect, Prestige, Social Approval,

Achievement, etc.)(v) Self Actualization Needs (Self-Fulfillment, Self-Experience, etc.)

Appeals and Advertising Message We have mentioned that the advertising message should appeal, directly or indirectly, to those key needs, which influence behavior response.

It may be an appeal, a time, an idea or a unique selling proposition. In fact, the message content ultimately formulates some kind of benefit, motive or reason why the audience should respond to, or do, something. The message content refers to what the advertiser has to say to the target audience that will produce the desired response. It may be an appeal, a time, an idea or a unique selling proposition.

Types of AppealsAppeals are broadly classified as rational, emotional and moral appeals.

Rational appeals are those directed at the thinking process of the audience. They involve some sort of a deliberate reasoning process, which a person believes would be acceptable to other members of his social group.

(i) High Quality: People buy television, stereophonic music systems, furniture, refrigerators, electric gadgets; kitchenware and a host of consumer durables for their high quality.

(ii) Low Price: Many people buy low-priced locally made air conditioners for their homes because they believe that these products will show a product performance similar to, or slightly inferior to, that of nationally reputed brands at higher price. (iii) Long Life, as of a car tyre that will give 30,000 kms, before its utility has been exhausted. (iv) Performance, as of a ballpoint pen that won't release excessive ink or skip under any circumstances. (v) Ease of use, as of a screwdriver with a magnetized tip which clings to the metal head of the screw, or a timer in the kitchen mixer which switches off automatically after a pre-determined time period. (vi) Re-sale Value, as of a two-wheeler scooter. "Bajaj" has a better re-sale value than any other make.(vii) Economy, in the operating expenses of some brands of refrigerator is greater because they consume less electricity. Many two-wheeler vehicles claim a better mileage per litre consumption of fuel than similar other vehicles.

Emotional appeals are those appeals, which are not preceded by careful analysis of the pros and cons of making a buying.

Emotions are those mental agitations or excited states of feeling which prompt us to make a purchase. Different emotional appeals, which are particularly important from the advertising point of view, are listed below. Following several motivation research studies, it has been found that negative emotional appeals are more effective than positive ones.

All brands have rational and emotional credentials. Levi's is youthful, rebellious and sexy. But it offers rational benefits like strength too. One has to balance between rational and emotional arguments.

Negative Emotional Appeals:

An advertiser may try to induce a particular behavioral change by emphasizing either positive or negative appeals, or a combination of both. For example, an advertising campaign to get the target audience to buy fire insurance may stress the positive aspect -low cost relative to other investment, the services the insurance company provides, early settlement of claims, and so on; or it may stress the negative aspect of not getting insurance - the danger of losing one's possessions or the ravages of fire.

Precautions while using the Emotional Route: 1. The advertising should have relevance. If the product needs attribute-based rational Advertising, emotional appeals should be avoided. 2. There should be a natural flow of feelings. 3. Execution should not be exaggerated. The level of emotionality should not exceed that Experienced by the consumer. 4. There is a difference between a consumer's emotions associated with the product / brand and a consumer's emotional reaction to the ad copy itself. Preferably, these two should be compatible.

Fear Appeals: The fear appeal is most important among emotional appeals, and also the most effective. It is said that the message's effectiveness increases with the level of fear it generates.

A recent ad of "Colgate" shows a man not able to bite because of severe toothache, and then suggests the use of " Colgate Salt" to avoid a recurrence of toothache.

first building up fear and then offering a solution with other positive appeals of the product advertised.Take the case of life insurance. Fear appeals are still required to sell policies. However, fear appeals fail in the case of the cancer hazard of cigarette smoking, which is often rejected by most smokers.

Moral appeals are those appeals to the audience that appeal to their sense of right and wrong. These are often used in messages to arouse a favorable response to social causes, such as prohibition, adult literacy, social forestry, anti-smuggling and hoarding, consumer protection, equal rights for women, social responsibility projects of corporations, rural development, siding weaker sections of society, employment generation, and so on. There are messages that appeal for generous donations for flood victims and for famine relief operations

Essentials of an Advertisement Appeal

(i) It must be thematically sound. (ii) It must be communicative. (iii) It must be interesting. (iv) It must have credibility. (v) It must have finality and be complete. (vi) It must contain truthful" information.

91PPT 13-291

Art Direction and Production

The Evolution from Words to Pictures

Improved technology Advantages of visuals over text Brand images are build better with visuals Visuals can be protected legally Visuals are more portable than words across

cultures Visuals allow placing the brand in a social

context

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Illustration

The actual drawing, painting, photography, or computer-generated art in the ad.

Definition:

Purposes: Attract attention of the target audience Make the brand heroic Communicate product features or benefits Create a mood, feeling, or image Stimulate reading of the body copy Create the desired social context for the

brand

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Illustration Components

Size

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Illustration Formats

How the product or brand will appear as part of the illustration

Formats include:– Emphasizing the social context or meaning

of the product– More abstract formats

Must be consistent with the copy strategy

95

Ad in Context Example

Illustrations can place the brand in a social context.

Illustrations can place the brand in a social context.

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Strategic and Creative Impact of Illustration

Attracts attention of target segment and stimulates information processing

Communicates brand value relative to target’s decision making criteria

Visually presents the creative strategy Creates a mood for the brand Creates an image for the brand Makes concrete the values and benefits of the

brand that may be intangible

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Design

The structure (and plan behind the structure) for the aesthetic and stylistic aspects of a print advertisement.

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Principles of Design

Balance

(Formal)

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Formal balance can create a very orderly look and feel.

Formal balance can create a very orderly look and feel.


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Balance

(Informal)

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Informal balance can create desired eye movement through an ad.

Informal balance can create desired eye movement through an ad.

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Proportion

103PPT 13-103


Order

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Unity

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Emphasis

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Emphasis in an ad will lead the reader to focus on one layout element more

than another.

Emphasis in an ad will lead the reader to focus on one layout element more

than another.


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Layout

1. Thumbnails

2. Rough layout

3. Comprehensive

4. Mechanicals

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Print Production Processes

Letterpress Offset lithography Gravure Flexography Electronic, laser, and inkjet Computer print production

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Typography

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Art Direction and Production in Cyberspace

Cyberspace is its own medium The audience is not passive At present, it is closer to print than TV

– Streaming and RSS are improvements

Revision can be done instantaneously Persuasive content versus entertainment is a

challenge Consumer generated content (CGC) is

making its way into cyberspace (YouTube)

111

Art Direction in Television Advertising

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TV has changed the face of advertising TV is about moving visuals It can leave impressions, set moods, tell

stories It can get consumers to notice the brand TV production is complex, with many people

and requires tremendous organizational skills

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The Creative Team in Television Advertising

Creative Director (CD) Art Director (AD) Copywriter Account Executive (AE) Executive Producer Producer

Agency Participants: Production Company Participants:

Director Producer Production Manager Camera Department Art Department Editors

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Creative Guidelines for TV Advertising

Use an attention-getting opening Emphasize the visual Coordinate the audio with the visual Persuade as well as entertain Show the product

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Production Process for TV Advertising

Preproduction– Multiple activities that occur prior to

filming the commercial

Production (shoot)– Activities that occur during filming

Postproduction– Activities that occur after filming to

ready the commercial

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Preproduction Process for TV Advertising

Selection of location,Selection of location,sets, and castsets, and cast

Creation of aCreation of aproduction timetableproduction timetable

Review of bids from Review of bids from production houses and other production houses and other

supplierssuppliers

Assessment of directors, Assessment of directors, editorial houses, andeditorial houses, and

music suppliersmusic suppliers

Budget approvalBudget approval

Storyboard andStoryboard andscript approvalscript approval

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Production Process:

Filming the commercial, or “the shoot” The shoot involves large numbers of

diverse people:– Creative performers– Trained technicians– Skilled laborers

Sets often feature tension and spontaneity

Typical commercial costs $100,000 to $500,000

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Postproduction Process

Review rough cut Review rough cut (advertiser)(advertiser)

Review rough cut Review rough cut (agency)(agency)

Produce search trackProduce search track

Edit filmEdit film

Screen dailiesScreen dailies

Edit offlineEdit offline

Edit onlineEdit online

Prepare copies of tapePrepare copies of tape

Transfer film to videotapeTransfer film to videotape

Mix film and soundMix film and sound

Record musicRecord music

Record announcerRecord announcer

Send tapes to TV stationsSend tapes to TV stations

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TV Production Options

Film

Still Production

Live Production

Videotape

Animation

Digital Video (DV)

advt mdl ii

Documents

advertising costs

online advertising

light advertising

advertising decreases

public understanding

public restrooms

public relations decrease

brand marketing