-Headline

-Subhead

-Tag Line

-Captions

-Words in Logo

-Body Copy

-Dialogue

-Narrator

• Most important copy component of a print ad

• Grabs your attention
• Includes: Product name and Product benefit or atribute
• This is popular with retail

• Will not include name or benefit

"Mom wasn't dads first ad"

• Includes: Puns, curiosity, word play, creates interest in rest of ad.

• Attract attention
• Segment Readers
• Lead readers into copy

• I'm Loving it
• Slogan

Tasks:

 Gain attention, consistent link in the campaign, Summariza brand position.

• Short
• easy to remember
• Trigger thoughts about the brand

• Visual Design representing the company or product
• Serves as a cue to recall
• Stimulates recognition of the product and/or company

Lead Paragraph

-Tied to headline/transtitions to body copy

Interior Paragraph

-Deatails of the ad: beneftis,explanations etc.

Final Paragraph

- Call to action (what the advertiser wants consumer to do like go to the website), Beavior, Attitude Change.

Benefits to the reader: What's in it for me?

Solution to the problem, Consumer point of view, Single purpose

Write to one person: write like its to your BFF

Use psychographic profiles

Involve the reader:

Present the unexpected

Credibility and Believability:

Especially important when dealing with facts.

Writing Style:

Relationship building, conversational tone, personal

• Shifts from heavy reliance on copy
• Greater emphasis on illustrations "Xrayed email"
• Visual - broad image
• Copy - Main points

- elements must work together

• Like a puzzle
• The orderly arrangement of all copy and artwork
• Headlines and illustrations are the msot likely elements of a print ad to stop the reader and grab their attention.

• Attention for the headline
• Convey broad ideas
• Feeling and emotion
• Tell a story

• Product alone :"Tiffany necklace"
• Product in Use :Family eating stoffers
• Creation of image and mood

- Mood development (Evian bathtub)

• Charts, Tables, Graphs :quantatative
• Dramitization of product features :palm trees & mini cooper, eclipse killing onion trap.

ex: Hand horizontal shoes vertical channel face.

• Equality: Vertical and horizontal

ex: Spine with copy along side.

• Single element that draws the rader into the ad
• Only one focal point per ad
• Verbal: Headline
• Visual: Illustration, photo

• The manner in which the eye reads an ad
• Upper left to lower right in a Z pattern: copy at top left, logo usually at bottom right

Gaze motion: not Z

-Breaks the natural eye movement

- Uses eyes, limbs, structure to guide through ad.

• The extent to which all elements tie together
• Continuity in a campaign: coors lt.

Standard

• Includes: illustration, headline, and body copy.
• Best used with: extensive copy and large illustration.

Ex: Motorcycle...headline...copy

• Bold and Visual
• Creates mood, image and feeling
• Very limited copy

ex: absolute pear...liz is (claiborne)

ex: Nutrisystem story, testimonial, coupons mostly story & some b4 after pics.

• Audio and video instructions
• Discussion of proposed commericial
• Internal use

• Developed from script
• Blueprint for production

• pictures showing main scenes
• Video - Written description of what camera sees
• Audio- Written description of what is heard

__________________________________

• Helps agency sell its creative ideas
• Mounted
• Roughly produced version
• audio track

3 Stages:

• Preproduction - Location, finding talent, rehersal
• Production - Shooting/filming of storyboard.
• Postproduction - adding off camera voices, editting of shots(music/sound effects)
• Actual steps may take longer than filming.

6 stages:

• Visually captivating
• KISS
• Opening is critical
• Entertainment as a means to sell - tie back
• Believable - Credible
• Showe desired behavior - Show product being used

Radio production is a medium with no visuals

• grab attention early
• create visual image
• theater of mind - image in the mind
• music and jingles
• image transfer - geico over the radio
• K.I.S.S
• ask for the action - cant show desired behavior but can request to tune in.
• repetition - can't see logo so repeat :sharp cheddar cheese!

• Humor
• unique voice
• sound effects sfx
• music

ex: legal seafoods guy screaming.

• Points the creative effort in the right direction
• useful during situation analysis

 *Should spend money on...not asses.

• Was the advertising effective

- evaluation

- creative product

-Achievement of objectives (DAGMAR)

• Research conducted early in the decision sequence has the greatest value.

Developmental Pretesting (Concept testing)

• Conducted during strategy development
• early in creative process
• are concepts appropriate for achievment of objectives
• quick and relatively inexpensive feedback
• small sample sizes (focus groups,interviews)
• focus on awareness and attitude change

• Finished ads or close to finished
• last check before investment in media

 test market

• more common
• condicted under natural conditions
• sacrifice control for real world impact

• Exposure in a controlled setting
• sacrifice realism for control
• Establishes a cause and effect relationship

• After the campaign is in the marketplace
• Did the campaign achieve objectives
• Beginning of situation analysis for the next campaign

• Recall - 86% of ads go unnoticed
• 24hr (day after)
• Problems

- Low involvement products often test poorly(ppl don't care),Emotional message may be less effective (remember single message than emotional)

- May measure intrusiveness, not effectiveness (remember but doesn't mean you like it)

-Reduces creative judgement to a  single number

-Less than ideal decisions

• recognition

• Change in perception of the brand
• Before and during campaign

 ( don't want to buy chevy)

-More common in post testing

-sales results

-purhcase intent

Physiological Response (measured)

How your body reacts to advertising

• No mental effort
• Not natural
• Interpretation of results

Cause and effect based on exposure to ad:

• Field experiments

-Natural Viewing and Sacrifice Control

• Laboratory experiments

-Artificial viewing environment, control and sacrifices realism.

• Telephone
• Intercept
• Internet

• Development of ideas
• Qualitative Data
• Small groups
• Moderator (leads small groups)
• open-ended discussion (useful ideas)

Problems

-Qualitative Data

-Appearance of reality

-Consumers aren't experts on advertising

How much?

• Unduplicated/net reach
• Percent of the target market that is exposed to the mesage at least once during the relevant time period (never raw #)
• usually four weeks, but depends on the time(Columbus day v Holiday seasons)

Average number of exposures received by a member of the target market during the relevant time period.

• Usually four weeks: same target and time as reach. Deals w/ adv. b/c every person reached is different.
• Inverse relationship

-Fixed Budget: as reach increases freq. decreases

-Freq. increases reach decreases.

Med: Broad Category of message delivery

Veh: Specific delivery system withing a media category

ex: TV(med) Southpark(veh)

Quant: #'s

• Which vehicles deliver the message to the target?
• Cost efficiency of alternative vehicles
• Ability of different vehicles to build reach or frequency over time (lg reach)

Qual: ensuring it appears in the rt enviro.

• Appropriate editorial message(coke won't ad on news)

Marginal learning Theory- ammount of new knowledge acquired with each exposure

- Marginal learning decreases as reps increase

-w/o reps learning decays very rapidly

• Concentrating repititions in a condensed period of time creates lower overall awareness than distributing them over an extended period of time.
• Choice depends on the advertising objectives.
• Distributing repitions - builds over time

• Single exposure is usually ineffective
• Media planning ashould enhance frequency
• average frequency of three

factors effecting scheduling

Marketing Factors

- establish brand v new brand (est. alrady have a following no need for much freq.)

-Dominant brand v smaller brand (dom more likely to have less freq, small brand big freq.)

-Brand loyalty v brand switching

-Long purchase cycle v short (milk once a week)

-Advantages go to larger more established advertisers (less worried about ad more on marketing)

• Simple message v complex message
• Product v image orientation
• small message pool v lg pool

- the number of different ads the advertiser has produced.

• Not as many low clutter v high
• High involvement v low

- editorial content

• A large percentage of a limited budget is spent in a medium or vehicle to ensure
• Used by smaller advertisers

• Over spending on advertising to force competitors to under spend
• Used by larger advertisers ( force smaller places out to get what you want)