B.ARUN

The 5Ms of Advertising

Mission·    What are the objectives? ·    What is the key objective?

   Money·    How much is it worth to reach my objectives? ·    How much can be spent?

Message·   What message should be sent? ·   Is the message clear and easily understood?

                      Media

·   What media vehicles are available? ·   What media vehicles should be used?

Measurement·   How should the results be measured? ·   How should the results be evaluated and followed

up?

MESSAGE DEVELOPMENTMESSAGE DEVELOPMENTCreating a MessageCreating a Message:

When creating an advertising message the

marketer must consider such issues as:

• General Message Factors

• Message Structure

• Message Testing

General Message FactorsGeneral Message Factors» Characteristics of the Target Audience

» Type of Media Used

» Product Factors

» Overall Advertising Objective

• A buyer expects four types of rewards from a productA buyer expects four types of rewards from a product

– RationalRational

– SensorySensory

– SocialSocial

– Ego Satisfaction.Ego Satisfaction.

• Buyers might visualize these rewards fromBuyers might visualize these rewards from

• Results-of-use ExperienceResults-of-use Experience

• Product-in-use ExperienceProduct-in-use Experience

• Incidental-to-use ExperienceIncidental-to-use Experience

• .   Potential Type of Reward (Sample Messages)

RationalRational SensorySensory SocialSocial Ego Ego SatisfactionSatisfaction

Result-of-Use Result-of-Use Experience Experience   

1. Gets Clothes Cleaner

2. Settles Stomach upset completely

3. When you care enough to serve the best

4. For the skin you deserve to have

Product-in-Use Product-in-Use ExperienceExperience  

5. The flour that needs no sifting

6. Real gusto in a great light beer

7. A deodorant to guarantee social acceptance

8. The store for young executive

Incidental-to-Incidental-to-Use ExperienceUse Experience  

9. The plastic pack keeps the cigarette fresh

10. The portable television that’s lighter in weight, easier to lift

11. The furniture that identifies the home of modern people

12. Stereo for the man with discriminating taste

Message Design and PositioningMessage Design and Positioning

1. 1. What is the nature of the product: its generic What is the nature of the product: its generic category?category?

2. For whom it is meant: the segment.2. For whom it is meant: the segment.

3. What are the special characteristics of the product? 3. What are the special characteristics of the product? How is the consumer going to be benefited?How is the consumer going to be benefited?

4. Who are the competitors? What is their promise?4. Who are the competitors? What is their promise?

5. Is the product different from the other available 5. Is the product different from the other available products? How? Is it a technological breakthrough?products? How? Is it a technological breakthrough?

6. On which occasions will the product be used? How 6. On which occasions will the product be used? How often?often?

7. What would you like your consumer to perceive this 7. What would you like your consumer to perceive this brand as? What position would it take?brand as? What position would it take?

• Walter Mendez, the Creative

Director of Clarion made a

landmark campaign:

• Maggie 2- minutes Noodle

as positioned as any time

snack,

• good to eat and fast,

• to cook aimed at children.

Message Presentation• Messages are to be structured keeping the objective of the

communication and the audience in view. Ex:Voltas refrigerators incorporating rational appeals

Advertising Message Structure

• The Appeal

• Value

• Slogan

The important aspects of message structure are:

• Drawing conclusions,

• Repetition,

• One versus- two-sided argument

• Comparative Advertising (CA)

• Order of Presentation

I. Drawing conclusions• Example of this is the recent ad campaign sponsored

by the Poultry Farm Association in Gujarat, promoting the use of eggs among vegetarians.

• Eggs from the poultry farms were given a new name the “Veggs” and recommended for consumption in that segment of society which is fully vegetarian.

The Farex baby food ad, starting with a sensational headline:

• ““Your baby is born with a 3- month gift of iron. Your baby is born with a 3- month gift of iron. After 3 months, milk alone cannot give him the After 3 months, milk alone cannot give him the iron he needs.” iron he needs.”

• The ad closes with the conclusion: “Doctors recommend Farex.

(ii) Repetition: A repeated message increases awareness and knowledge on A repeated message increases awareness and knowledge on

the part of the prospect. Audience retention improves with the part of the prospect. Audience retention improves with repetition, and falls off quickly when repetition is abandoned.repetition, and falls off quickly when repetition is abandoned.

(iii) One sided Communication:(iii) One sided Communication: Persuasive communication that presents only one point of view;

also called one-sided appeal. Most mass media advertising messages are one-sided.

• A one-sided message is more appropriate for an audience that is favorably inclined toward the view being presented or doubtful to be exposed to the other side.

• A religious fund-raising appeal is usually one-sided on the assumption that the targeted audience is favorably feeling like toward the view being explain and doubtful to be accessible to other religious beliefs.

• With a more doubtful audience, a one-sided message is less effective than a two-sided message which presents both points of view and then arguments to counter the opposing view.

Two-sided message

• Persuasive communication that presents two points of view and

then presents arguments to counter the opposing view; also

called two-sided appeal.

• A two-sided message is more appropriate to an audience that is

favorably feeling like toward the opposing view or is likely to be

exposed to strong arguments for the other side.

• Two-sided messages work best with an educated audience that

tends to make informed choices like industrial buyers.

• The order in which the views are presented in a two-sided

appeal can affect the impact of each message depending upon

the audience characteristics.

(iv) Comparative Advertising (CA):

• A product is directly or indirectly compared with a competitive

product to show the advertised product to advantage. This

trend has been seen more and more in some recent

campaigns, especially when new brands in parallel categories

are springing up at a rapid rate.

• Most prominent among these have been the Pepsi, Savlon,

Captain Cook Salt and Pepsodent and Colgate campaigns.

• The Rin-and-a-look-alike-Ariel campaign is also a pointer.

• Captain Cook, the free-flowing salt has been compared to Tata

salt that is moist enough to stick. In fact, Captain Cook has

translated its technological superiority into product superiority.

(v) Order of Presentation:

• Whether to put the strongest argument first or last in the

advertiser’s presentation is equally important.

• In a one-sided argument, it is advisable to present the strongest

point first, for it will result in better attention and interest. This is

done with the objective of achieving the primary effect.

However, when an audience necessarily required a two-sided

communication, it is better, to start with the other side’s

argument and slowly neutralize the audience which is opposed

to the communicator’s position, and conclude the message with

the strongest argument.

Message Execution:

While executing a message the style, tone, words, and format

for executing the message should be kept in mind.

Style: Any message can be presented in any of the following

different execution styles, or a combination of them: 

Slice of life: Shows one or more persons using the product in a

normal setting. Coke 1litre ad, showed a family enjoying Coke,

with a game of antakshari when there is a power failure.

Lifestyle: Emphasizes how a product fits in with a lifestyle. Asmi

and Platinum ads, that focuses on lifestyle of persons using

their products.

Fantasy: Creates a fantasy around the product or its use. VIP

Frenchie ads, showing a woman thinking of the Frenchie man

saving her from a villain.

• Mood or image: Evokes a mood or image around the product,

such as beauty, love, or serenity. No claim is made about the

product except through suggestion. Kingfisher Beer ads, saying

the King of Good Times.

Musical: Uses background music or shows one or more

persons or cartoon characters singing a song involving the

product. Nescafe, Bacardi usually use Music as the main theme

of communication

Personality symbol: Creates a character that personifies the

product. The character might be animated Ronald McDonald for

McDonald’s.

Technical expertise: Shows the company’s expertise,

experience, and pride in making the product.GE and Skoda ads

Scientific evidence: Presents survey or scientific evidence

that the brand is preferred over or outperforms other brands.

This style is common in the over-the-counter drug category.

Duracell Ads, claiming the battery lasts 6 times longer than

ordinary batteries

Testimonial evidence: This features a highly credible, likable,

or expert source endorsing the product. It could be a celebrity

or ordinary people saying how much they like the product. In

ads for Sunsilk, they had hair expert Colene, endorsing the

product.

COPY OF ADS IN PRINT

Headline idea:• Headlines may be in many forms - they may be

questions, news flashes, and statements from celebrities, warnings and appeals.

• There is no right or wrong length or form for an effective headline.

• Each headline must relate clearly and specifically to the intended audience and to the rest of the advertisement, highlighting the product features and its USP.

Sub-head:

Sub-heads should further carry the idea of theme and should Sub-heads should further carry the idea of theme and should help readers to have more knowledge of the product and help readers to have more knowledge of the product and services, for they (subheads) generally expand or amplify the services, for they (subheads) generally expand or amplify the headline idea. headline idea.

One of the ads of F AREX, a baby food item, has its headline: One of the ads of F AREX, a baby food item, has its headline:

"Your baby is born with a 3-months' gift of iron.""Your baby is born with a 3-months' gift of iron."

The supportive sub-heads say; The supportive sub-heads say;

"After 3 months, milk alone cannot give him the iron he needs. "After 3 months, milk alone cannot give him the iron he needs.

Give him Farex enriched with iron." Give him Farex enriched with iron."

Body copy:• It stimulates liking and preference for a product; it

systematically develops the benefits and promise offered by the

product, explains, logically and rationally, product attributes,

features and product values, and gives convincing arguments in

favor of, and evidence in support of, the claims made about the

superiority of the advertised product.

• In the body copy, both emotional and rational reasons are put

forward to persuade consumers to buy a particular brand.

• Facts and figures about the product, its test results,

testimonials, guarantees of satisfactory performance, and a

reference list of customer patronizing the product all these are

given in the body copy, depending upon the nature of the

product, the market and competition.

• Emotional appeals are generally useful when advertising "convenience or style goods" rather than consumer durables.

• A rational appeal is appropriate for industrial goods.

Closing idea:

• Since an ad is a one-way communication, it should be

closed with enough information and motivation for the

buyer to act.

• There are varying types of closing an idea "call to action,"

"buy now," "visit today our dealer/ stockiest,"

"announcement of festival discount," "send enquiries

immediately to," etc.

TYPES OF 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 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.

• 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. The copy is used to build an image.

• “Reason Why” Copy: It is known as an explanatory copy where the reasons for a purchase are explained. Each reason illustrates a particular attribute, and its benefit to the consumer. One attribute may be chosen and repeated for several times, each time an occasion is given to justify it.

• Wordless Advertisements There are at times billboards with only an inscription like Amul. Otherwise they are totally wordless. Wordless advertising is an example of non-verbal communication (NVC) and are pictorially.

• Comparative copy here two brands are compared either in good light or in a way to belittle the other. The cola war can be an excellent example of this type.

• Advertorial is a newspaper or magazine feature that appears to be edited but is really an ad.

• Intentional copy comes about when advertisers copy elements from rival creative in the same product category in order to create dissonance with a view to secure competitive foothold, e.g. Liril Vs Cinthol ads both emphasizing lime freshness.

• Disruptive copy comes about when there is a disruption in the way of thinking or conventional thinking.

The Classifications of Advertising

By

Target audience

By Geographic Area

By

Medium

By

Purpose

Consumer

Business

-Trade

-Professional

-Agriculture

Local (retail)

Regional

National

Global

Print

Broadcast

(electronic)

- Radio

- TV

Out-of-Home

Direct-Mail

Internet

Product

Nonproduct

Commercial

Non- commercial

Action

Awareness

“Teaser”