Ad Execution

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VB

Ad Message Presentation
1. Factual message or straight sell (Gillete) 2. Scientific or technical evidence (Complan) 3. Testimonial 4. Demonstration 5. Comparison 6. Slice of life (Clearsil,pepsodent) 7. Life-style
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Ad Message Presentation

8. Fantasy 9. Animation 10. Dramatization 11. Humour

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Creating Print Ad

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Headline

Words in leading position in Ad To attract attention, get readers interested and lead them to entire ad message Effective headline
Short ,simple Include invitation to prospect ,product benefits, brand name, interest provoking idea Selective words, action verb, furnish enough info.

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VB

Subheads/Body copy/slogan/logo
Subhead additional smaller headline above or below headline Body copy main text portion Slogan Diamonds are for ever, Just do it Seals, logos ISI,ISO ,Brand logo

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Visual Elements
Capture attention Clarify claims Identify subject Show product in use Arouse readers interest

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VB

Layout
Picture window visual occupies 60-70% space Panel or grid number of visuals of proportional sizes Dominant emphasize the type or headline is treated as type art Silhouette White space surrounds main elements Frame Copy is surrounded by visual Circus art, type,color Non-linear can be read starting at any point in the image Grunge reflects what is presumed to be a generation X inspired lack of concern for formalities of art, design and legibility
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Creating TV Commercial

04/10/12

VB

TV Commercial
3 Phases Preproduction Production Postproduction

04/10/12

VB

TV Script
Video Product Vicks vaporub Audio

Drenched boy with flowers Mother : Your cold got worse. Boy sneezes as mother Why for heavens sake.. opens door Boy : Happy birthday Mummy Female voice over : Vicks vaporub works two ways

Execution Mother applies Vicks Birthday Length of commerci al 30 secs

04/10/12

VB

TV Commercial

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VB

Creating Radio Commercial

04/10/12

VB

Guidelines for Radio Copywriting

04/10/12

Sound effect can be used to attract attention Describe why product is better than other similar solutions Emphasize rational & emotional benefits of owning the product Selling points that deliver desired benefits Communicate enjoyment that comes from ownership Mention disad of not owning the product At end, close with product theme or punch line, and invite to act KISS ( Keep it simple & short)
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