Ebook Sales and Promotions Management: Part 2

Ebook Sales and Promotions Management: Part 2 presents the following content: advertising strategy: fundamentals; advertising strategy: creative execution; managing other promotional tools; unconventional promotional media;...Please refer to the documentation for more details.
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Ebook Sales and Promotions Management: Part 2 Sales and Promotions Management Gopika Juneja, Lovely Professional University Notes Unit 8: Advertising Strategy: Creative Execution CONTENTS Objectives Introduction 8.1 Print Advertisement 8.2 Television Commercial 8.3 Radio Commercial 8.4 Online Advertisements 8.5 Summary 8.6 Keywords 8.7 Self Assessment 8.8 Review Questions 8.9 Further Readings Objectives After studying this unit, you will be able to: Discuss the execution of print advertisements and television commercial Describe execution of radio commercial and online advertisements Introduction The customers don't see the clever media plan or all the cool technology - they see the ads. Initial planning is important but it is nothing without a proper creative execution. So, once the strategy is complete, the focus now shifts to delivering outstanding creative execution. A brief for the project is developed and the designers, copywriters, public relations practitioners, Web specialists and marketers work collaboratively on the creative concepts. In this unit we are going to study how the advertising strategy is executed in print, broadcast and online media. 8.1 Print Advertisement The key format elements in print advertising are headline, subheads, body copy, slogans, seals, logos, signatures, visual elements, and layout. Headline The headline contains the words in the leading position in the advertisement. These are the words that will be read first or are positioned with the intent to draw the readers' most attention. The headlines are almost invariably set in larger, dark type and generally set apart from body copy to make them prominent. The headline is considered as the most important part of a print ad by most advertising professionals. 140 LOVELY PROFESSIONAL UNIVERSITY Unit 8: Advertising Strategy: Creative Execution The fundamental function of the headline is to attract the readers' attention, get them interested, Notes and lead them in the entire ad message. One popular technique to capture the attention is to occupy the entire top half of the ad with a headline written in large letters. The visual portion of the ad is obviously important, but research has shown the headline is generally the first thing persons read in a print advertisement, followed by the visual or illustration. It has also been reported that only 20% of those who read the headline read the body copy too. To attract the attention, the headline must put forth the main appeal, theme, or proposition, giving powerful reason to read the more detailed and persuasive information contained in the body copy about the product or service. In some print ads the body copy is totally absent, and headline along with illustration must communicate the total ad message. Advertisers select specific publications that interest certain target segments and engage the attention and interest of those most likely to buy a particular product or service. For example, the headline of 'media2india.net' advertisement in A&M magazine would interest only those who want to advertise on the Internet. There is no formula that can be recommended for writing a good headline. Copywriters use many different variations and a number of factors need to be considered in evaluating an effective headline: 1. The headline should use short, simple words, usually not exceeding 10. 2. The headline should include an invitation to the prospect, primary product or service benefits, name of the brand, and an interest-provoking idea to induce readership of rest of the advertisement. 3. The words in the headline should be selective, appealing only to prime prospects. 4. The headline should include an action verb. Example: Headline saying it all Advertisers use benef ...