Copywriting

TYBAMMC
SEM V

Revised syllabus
2023-24

Edition III
By: Dr Hanif Lakdawala
Only for students reference, not for commercial purpose
[email protected]

By: Dr M H Lakdawala [email protected] 1

MODULE 1-1
Introduction to Copywriting

Basics of copy writing

What is Copywriting?
In advertising, copy refers to the written content or text used in advertisements. It includes the
headlines, taglines, slogans, body text, and any other written content used to promote a product,
service, or idea. The goal of the copy is to persuade and influence the target audience to take a
specific action, such as purchasing a product or signing up for a service. Effective copy is clear,
concise, and engaging, and it often includes persuasive language and calls to action. Copywriters
are the professionals who write copy for advertisements, and their job is to create content that
resonates with the target audience and drives desired results.

Copy is a crucial element of advertising, as it is the main way that advertisers communicate with
their target audience. It is responsible for conveying the message of the advertisement and
convincing the audience to take the desired action. Good copy is often characterized by its ability
to capture the reader's attention, create interest, and provoke an emotional response.

WORDS HAVE THE POWER TO INFLUENCE READERS’

PERCEPTIONS OF MESSAGES

WHAT IS COPY?

In advertising, copy refers to the text, or words, used in an advertisement. The body copy is the
actual paragraphs of supporting text adding additional facts and benefits to the headline and greater
concept, in the instance of a print ad. Where a television ad is concerned, the body copy would
manifest in dialogue, the announcer's script, etc.

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Overall, a good copywriter of advertising copy is a creative, strategic thinker who has excellent
writing skills, a deep understanding of marketing principles, and the ability to work collaboratively
and efficiently.

Responsibility or characteristics a copywriter: Attributes of a

copy writer

A copywriter verbalizes concepts in ways that inform audiences and move them to action. Their
words define brands and become part of our cultural language. They play a vital role in all
advertising agencies world-wide, creating the language that drives consumerism. Copywriting is
probably the most creative and demanding branch of writing. You start with a blank sheet of paper.
You may have only a couple of days to meet the client’s deadline. And your work could be read by
millions of people.

Distinguishing good copywriters from average copywriters involves looking at more than just the
work that he or she produces. You have to take into account the entire copywriting process from
receiving the brief, conceptualizing, to the finished product. Attitude and personality to are as
important as their writing skill.
A good copywriter of advertising copy possesses a unique set of skills and attributes, including:
1. Creativity: The ability to generate fresh and original ideas is an essential attribute for a
good copywriter. They need to be able to think outside the box and create copy that is
attention-grabbing and unique.
2. Writing skills: A good copywriter must have excellent writing skills. They should be able
to write in a clear, concise, and engaging manner that captures the reader's attention and
persuades them to take action.
3. Marketing knowledge: A good copywriter must have a deep understanding of marketing
and advertising principles. They should know how to target specific audiences and how to
create copy that appeals to their needs and desires.
4. Attention to detail: A good copywriter must have a keen eye for detail. They need to be
meticulous in their work and ensure that every word and sentence is perfect.
5. Research skills: A good copywriter must have strong research skills. They need to be able
to gather information on the product or service they are promoting and the target audience
they are trying to reach.

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 6. Adaptability: A good copywriter must be able to adapt to different writing styles and
tones, depending on the project they are working on. They should be comfortable writing
in different voices, from humorous to serious.
7. Collaboration: A good copywriter must be able to work well with others, including
designers, account executives, and clients. They need to be open to feedback and willing
to make changes to their work.
8. Time management: A good copywriter must be able to work efficiently and meet
deadlines. They need to be able to manage their time effectively, prioritize tasks, and work
under pressure.
9. Good Readers: Copywriters are avid readers. They engage in the reading of many subjects
and genres. They have a keen interest in the written word.
10. Trendy: They are always on the lookout for the latest trends and happenings in the world,
so they can keep up to date.
11. Disciplined: They are experts at multi-tasking. Their ability to think outside the box allows
them to take on many projects simultaneously and not miss a deadline.

TEN TIMEL ES S PERS UAS IVE COPY WRITING TECHNIQUES

Persuasion is generally an exercise in creating a win-win situation. Copy writer present a case that
others find beneficial to agree with. You make them an offer they can’t refuse, but not in the
manipulative sense. It’s simply a good deal or a position that makes sense to that particular person.
But there ARE techniques that can make your job easier and your case more compelling. While
this list is in no way comprehensive, these 10 strategies are used quite a bit because they work.
1. Repetition: It is critical in persuasive writing, since a person can’t agree with you if they
don’t truly get what you’re saying. Of course, there’s good repetition and bad. To stay on
the good side, make your point in several different ways, such as directly, using an
example, in a story, via a quote from a famous person, and once more in your summary.
2. Reasons why: Remember the power of the word because. Psychological studies have
shown that people are more likely to comply with a request if you simply give them a
reason why… even if that reason makes no sense. The strategy itself does make sense if
you think about it. We don’t like to be told things or asked to take action without a
reasonable explanation. When you need people to be receptive to your line of thinking,
always give reasons why.

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 3. Consistency: It’s been called the “hobgoblin of little minds,” but consistency in our
thoughts and actions is a valued social trait. We don’t want to appear inconsistent, since,
whether fair or not, that characteristic is associated with instability and flightiness, while
consistency is associated with integrity and rational behavior. Use this in your writing by
getting the reader to agree with something up front that most people would have a hard
time disagreeing with. Then rigorously make your case, with plenty of supporting evidence,
all while relating your ultimate point back to the opening scenario that’s already been
accepted.
4. Social proof: looking for guidance from others as to what to do and what to accept is one
of the most powerful psychological forces in our lives. It can determine whether we deliver
aid to a person in need, and it can determine whether we muster the courage to kill
ourselves. Obvious examples of social proof can be found in testimonials and outside
referrals, and it’s the driving force behind social media. But you can also casually integrate
elements of social proof in your writing, ranging from skillful alignment with outside
authorities to blatant name dropping.
5. Comparisons: Metaphors, similes and analogies are the persuasive writer’s best friends.
When you can relate your scenario to something that the reader already accepts as true,
you’re well on your way to convincing someone to see things your way. But comparisons
work in other ways too. Sometimes you can be more persuasive by comparing apples to
oranges (to use a tired but effective metaphor). Don’t compare the price of your home study
course to the price of a similar course—compare it to the price of a live seminar or your
hourly consulting rate.
6. Agitate and solve: This is a persuasion theme that works as an overall approach to making
your case. First, you identify the problem and qualify your audience. Then you agitate the
reader’s pain before offering your solution as the answer that will make it all better. The
agitation phase is not about being sadistic; it’s about empathy. You want the reader to know
unequivocally that you understand his problem because you’ve dealt with it and/or are
experienced at eliminating it. The credibility of your solution goes way up if you
demonstrate that you truly feel the prospect’s pain.
7. Prognosticate: Another persuasion theme involves providing your readers with a glimpse
into the future. If you can convincingly present an extrapolation of current events into likely
future outcomes, you may as well have a license to print money. This entire strategy is built
on credibility. If you have no idea what you’re talking about, you’ll end up looking foolish.

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 But if you can back up your claims with your credentials or your obvious grasp of the
subject matter, this is an extremely persuasive technique.
8. Go Tribal: Despite our attempts to be sophisticated, evolved beings, we humans are
exclusionary by nature. Give someone a chance to be a part of a group that they want to be
in—whether that be wealthy, or hip, or green, or even contrarian—and they’ll hop on board
whatever train you’re driving. This is the technique used in the greatest sales letter ever
written. Find out what group people want to be in, and offer them an invitation to join while
seemingly excluding others.
9. Address objections: If you present your case and someone is left thinking “yeah, but…”,
well, you’ve lost. This is why direct marketers use long copy—it’s not that they want you
to read it all, it’s that they want you to read enough until you buy. Addressing all
the potential objections of at least the majority of your readers can be tough, but if you
really know your subject the arguments against you should be fairly obvious. If you think
there are no reasonable objections to your position, you’re in for a shock if you have
comments enabled.
10. Storytelling: Storytelling is really a catch-all technique—you can and should use it in
combination with any and all of the previous nine strategies. But the reason why
storytelling works so well lies at the heart of what persuasion really is. Stories allow people
to persuade themselves, and that’s what it’s really all about. You might say that we never
convince anyone of anything—we simply help others independently decide that we’re
right. Do everything you can to tell better stories, and you’ll find that you are a terribly
persuasive person.

PRINCIPLES OF COPYWRITING

1. You Vs We: Good copywriters will always focus on what benefits YOU will enjoy as the
purchaser, not what features WE, as the company, are providing. So, to create effective
advertising copy using the words ‘you’ and ‘your’ a lot and using ‘our’ and ‘we’ or ‘us’
less often is a good rule to employ. It keeps the copywriter focused on the reader rather
than switching the focus back to the business. Effective sales copy must always:
• focus on the reader
• play on their hopes and fears and explain how the product or service will address them
• highlight the benefits of the product or service the purchaser will enjoy

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 2. WAYS: This is the least well-known of the copywriting principles explained here. Its
basic premise is that copywriters should Write As You Speak. Most people do not want to
be wowed with vocabulary they’ve never heard before, confused by complex sentence
construction or amazed by literary style. In most circumstances the best way to approach
writing sales copy is to write as you would speak to someone in a friendly, face-to-face
conversation.
So, the copywriter should concentrate on:
• keeping it simple
• giving the facts needed to make an informed decision
• keeping the prospect’s question ‘What’s in it for me?’ in mind
• showing the benefits
• engaging his emotions
• creating an image in the prospect’s mind
• addressing his concerns
3. Use Attention Getting Headlines: For example – print ad for DHL uses only one word
as it’s headline – “URGENT”, which is underlined in red, and is enough to attract
anyone’s attention.
Star TV print ad for The Big Fight does not use words, but uses a pair of boxing gloves as
headline.
4. Expand Headline with Lead Paragraph: Follow up the headline immediately with the
first paragraph. If you ask a question, answer it. If you propose a thought, explain it. Don't
leave them hanging too long; you may end up hanging yourself.
The ad for Maruti N2N fleet solutions uses the headline “ Who says managing a huge fleet
of company cars is hard work? This is followed by the lead paragraph which explains how
Maruti N2N works
5. Focus on the Reader, not the Product: Of course your copy must contain information
and facts about your product or service, but that is not your focal point. You must focus
the reader. Use their needs, wants, desires, fears, weaknesses, concerns, and even fantasies
to sell your product or service.
The ad for Lakme Deep Pore Cleansing begins with the headline “There's a lot that shows
on your face”.
The body copy includes - Now, one-and-a-half minutes is all it takes to uncover the real
you. Presenting the complete Deep Pore Cleansing Regimen from Lakme. Simply because
your face says it all.

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 6. Be Sincere: What's the number one fallback for sales on the web? Fear! Fear of being
scammed or ripped-off. The more sincere you are the better your chance of building a
"selling" relationship. The sincerity and genuineness of Air Sahara comes across in its ad
where the body copy says – as hard as we may try at this time of the year (winter), there
are chances of flight delays due to weather conditions. Every step is taken to help
passengers get to their destinations on time. To make this process easier, we need your
help too.
7. Make Your Product Irresistible: Dress it up. Your product should sound like the cream
of the crop. Focus on your selling point (price, quality, etc) and make it impossible for the
reader to imagine another in comparison.
8. Use Fear as Motivation: Fear is both a weakness and strength, but also a powerful selling
tool. Fear of injury, death or missed opportunity. If you sell a safety product you would use
this fear to your advantage. If you're offering an opportunity, the fear of missing their
chance is a strong seller. Many ads for financial services use fear to motivate their
target.For example in the ad for New India Assurance – Shop Owners Policy, a shop owner
imagines a riot occurring near his shop, which causes damage to his shop I.e. the physical
property. Thus fear is used to motivate shop owners to get their shops insured under the
policy offered by NIA.
9. Be Personable: Let them know that there is a kind, honest and real person behind the page.
People would rather deal with people, not companies, corporations or conglomerates. Add
the "Human Touch" to your copy. Ex: the institutional ad for Eureka Forbes which shows
model Aditi Gowatrikar with her child has a human touch to it, what with the body copy
saying – “…times have changed. Yet your dreams remain the same. So open up. Say ‘yes’
to life…”
10. Check Your Spelling : Take the time and spell-check your work. Finding misspelled
words in copy leaves the reader wondering how competent your product or service could
be, if you cannot take the time to be sure you spelled the words in your web copy correctly.
11. Use Photo's to Demonstrate: Use photos to demonstrate your product or service. If used
correctly a picture really is worth a thousand words. Ads for cosmetics generally use
photographs to demonstrate the benefits of using the product – smooth skin, fairness, etc.
12. Use Graphics to get Attention: Using buttons, icons and arrows can help direct the
reader's attention to important details. If organized correctly they can also help sort facts
or messages into categories. The ad for Toyota Qualis uses arrows to draw the readers’

By: Dr M H Lakdawala [email protected] 8

 attention to the unique features of the vehicle such as integrated bumper; wood finishes
paneling, captain seats, etc.
13. Offer Testimonials : Offer short, reputable testimonials. People want to hear what others
have to say about your product or service. Diana Hayden – Miss World 1996 offers
testimonial for Loreal Hair color.
14. Create a Memorable Logo: Create a simple, but memorable logo or custom graphic that
your visitor can easily relate to your product or service. Examples: McDonald Golden
Arches
15. Create an Unforgettable Slogan: Use a short, easy to remember slogan that a reader will
walk away with on his or her lips.
Nike – Just Do It.
Visa – Go get it
Pepsi – Yeh Dil Maange More
Asian Paints – Merawalla….
16. Get a response : There are many techniques for getting a prospect to respond. Spell it out
for them. Tell them to respond. Tell them why they should respond. Give them a reason
they should respond now. Offer a bonus or freebie if they respond. This can be done by
using words like – order now, order today, for a short time only, last chance, etc. Ex:
Service – ICICI Bank – Two Wheeler Loans,

MODULE 1-2
CREATIVE THINKING
Five steps of Creative process

Young’s Five-Step Model Of Creative Process are as follows:

Different advertisement agencies and personalities have defined creative advertising in different
ways. James Web Young, the former Vice President of J Walter Thompson, developed one of the
most popular approaches to creativity in advertising.
He developed a five-step model of the creative process and commented in his book titled A
Technique for Producing Idea, “The production of ideas is just as definite a process as the
production of Fords; the production of ideas, too, runs an assembly line; in this production the mind

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follows an operative technique which can be learned and controlled, and that its effective use is just
as much a matter of practice in the technique as in the effective use of any tool.

Young’s five-step model of creative process is;

Young's Creative Process

Getting
Getting Raw
Raw Material,
Material, Data,
Data,
Immersion
Immersion Immersing
Immersing One's
One's Self
Self in
in the
the Problem
Problem
to
to Get
Get the
the Background.
Background.
Ruminating
Ruminating on
on the
the Data
Data Acquired,
Acquired,
Digestion
Digestion Turning
Turning It
It This
This Way
Way and
and That
That in
in the
the
Mind.
Mind.
Ceasing
Ceasing Analysis
Analysis and
and Putting
Putting the
the
Incubation
Incubation Problem
Problem Out
Out of
of Conscious
Conscious Mind
Mind for
for
aa Time.
Time.

AA Sudden
Sudden Inspiration
Inspiration or
or Intuitive
Intuitive
Illumination
Illumination Revelation
Revelation About
About aa Potential
Potential Solution.
Solution.

Studying
Studying the
the Idea,
Idea, Evaluating
Evaluating It,
It, and
and
Verification
Verification Developing
Developing It
It for
for Practical
Practical Usefulness.
Usefulness.

Step 1. Immersion or preparation: This step involves gathering as much information and
knowledge as possible about the subject matter. This can involve research, brainstorming, and
learning from experts. The goal is to gain a deep understanding of the problem or topic at hand in
order to lay a strong foundation for the creative process.
Gathering raw material and information through background research and immersing yourself in
the problem. Young talks about the importance of building a rich pool of “raw material” — mental
resources from which to build new combinations — in a way that resonates deeply with the Brain
Pickings founding philosophy, and also articulates the increasing importance of quality information
filters in our modern information diet. This notion of gathering raw material is the first step in his
outline of the creative process. Gathering raw material in a real way is not as simple as it sounds.
It is such a terrible chore that we are constantly trying to dodge it. The time that ought to be spent
in material gathering is spent in wool gathering. Instead of working systematically at the job of
gathering raw material we sit around hoping for inspiration to strike us. When we do that we are
trying to get the mind to take the fourth step in the idea-producing process while we dodge the
preceding steps.

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Step 2. Digestion: Thinking, rethinking, discussing the information, working it over and refining
it.. What you do is to take the different bits of material which you have gathered and feel them all
over, as it were, with the fuel of the mind. You take one fact, turn it this way and that, look at it in
different lights, and feel for the meaning of it. You bring two facts together and see how they fit.
What you are seeking now is the relationship, a synthesis where everything will come together in
a neat combination, like a jig-saw puzzle.
Step 3. Incubation or unconscious processing: This involves taking a break from actively
thinking about the problem and allowing the subconscious mind to work on it. This step is important
because it allows the mind to make new connections and come up with new ideas that may not have
been possible during active thinking. Putting the problem out of your conscious mind and turning
the information over to the subconscious to do the work. In his third stage of the creative process,
Young stresses the importance of making absolutely “no effort of a direct nature”. It is important
to realize that this is just as definite and just as necessary a stage in the process as the two preceding
ones. What you have to do at this time, apparently, is to turn the problem over to your unconscious
mind and let it work while you sleep.
When you reach this third stage in the production of an idea, drop the problem completely and turn
to whatever stimulates your imagination and emotions. Listen to music, go to the theater or movies,
read poetry or a detective story.
Step 4. Illumination or THE A-HA MOMENT: This is the moment when a new idea or solution
suddenly comes to mind. This can be a result of the subconscious mind making connections
between previously unrelated information or from a moment of inspiration.
It will come to you when you are least expecting it — while shaving, or bathing, or most often
when you are half awake in the morning. It may waken you in the middle of the night.
Step 5. Verification & Elaboration: Elaboration: In this step, the new idea or solution is
evaluated to determine its feasibility and effectiveness. This may involve testing the idea in
different scenarios, getting feedback from others, and analyzing the potential impact of the solution.
The goal is to determine if the idea or solution is worth pursuing further. Also in this final step, the
idea or solution is developed and refined into a tangible form. This can involve further research,
prototyping, or implementation. The goal is to take the idea from a concept to a practical solution
that can be implemented in the real world.

Do not make the mistake of holding your idea close to your chest at this stage. Submit it to the
criticism of the judicious. When you do, a surprising thing will happen. You will find that a good

By: Dr M H Lakdawala [email protected] 11

idea has, as it were, self-expanding qualities. It stimulates those who see it to add to it. Thus
possibilities in it which you have overlooked will come to light.

BIG IDEA

Big ideas are fresh and provoking ideas that hold a viewer’s attention. Over the years, the ‘big idea’
has attained almost mythical status in advertising. Agencies stress its importance and clients want
a piece of it. A big idea equals a big campaign and, if it’s the right big idea, a big ROI result.
Based on a "big idea" that unifies the advertising. Nike's "Just Do It" is probably the best
example of a "big idea" for a campaign. That big idea was so big it extended beyond advertising
and took a life of it's own. "Got Milk" did the same thing.

It takes a big idea to attract the attention of consumers and

get them to buy your product. Unless your advertising
contains a big idea, it will pass like a ship in the night. I
doubt if more than one campaign in a hundred contains a big
idea.
David Ogilvy

The Search for the Major Selling Idea

An important part of creative strategy is determining the central theme that will become the major
selling idea of the ad campaign. As A. Jerome Jeweler states in his book Creative Strategy in
Advertising:
The major selling idea should emerge as the strongest singular thing you can say about your product
or service. This should be the claim with the broadest and most meaningful appeal to your target
audience. Once you determine this message, be certain you can live with it; be sure it stands strong
enough to remain the central issue in every ad and commercial in the campaign.

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Some advertising experts argue that for an ad campaign to be effective it must contain a big idea
that attracts the consumer’s attention, gets a reaction, and sets the advertiser’s product or service
apart from the competitions.

Well-known adman John O’Toole describes the big idea as: “that flash of insight that
synthesizes the purpose of the strategy, joins the product benefit with consumer desire in a fresh,
involving way, brings the subject to life, and makes the reader or audience stop, look, and listen.

Of course, the real challenge to the creative team is coming up with the big idea to use in the ad.
Many products and services offer virtually nothing unique, and it can be difficult to find something
interesting to say about them. The late David Ogilvy, generally considered one of the most creative
advertising copywriters ever to work in the business, has stated: “I doubt if more than one campaign
in a hundred contains a big idea. I am supposed to be one of the more fertile inventors of big ideas,
but in my long career as a copywriter I have not had more than 20.”

While really great ideas in advertising are difficult to come by, there are many big ideas that became
the basis of very creative, successful advertising campaigns. Classic examples include “We try
harder,” which positioned Avis as the underdog car-rental company that provided better service
than Hertz; the “Pepsi generation” theme and subsequent variations like “the taste of a new
generation” and “Generation Next”; the “Be all you can be” theme used in recruitment ads for the
U.S. Army; and Wendy’s “Where’s the beef?” which featured the late, gravelly voiced Clara Peller
delivering the classic line that helped make the fast-food chain a household name. Other big ideas
that have resulted in effective advertising campaigns include the “Intel inside” campaign for Intel
microprocessors that go in personal computers; Nike’s “Just do it”; the “It keeps going and going”
theme for Energizer batteries, featuring the pink bunny; and the “Like a rock” theme for Chevrolet
trucks. Big ideas are important in business-to-business advertising as well. For example, United
Technologies Corp., a company that provides high-technology products to aerospace and building-
systems industries throughout the world, recently began a major advertising campaign to increase
awareness of the firm and its various subsidiaries. It is difficult to pinpoint the inspiration for a big
idea or to teach advertising people how to find one. However, several approaches can guide the
creative team’s search for a major selling idea and offer solutions for developing effective
advertising.

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MODULE 1-3
Idea Generation Techniques
a. Brainstorming,
b. Triggered brainwalking,
c. Questioning assumptions,
d. Picture prompts,
e. Scamper,
f. Observation,
g. Referencing,
h. Interaction,
i. Imagination,
j. Dreams, and
k. Creative Aerobics.

Theories of ideation:
Ideation is the creative process of generating, developing, and communicating new ideas, where
an idea is understood as a basic element of thought that can be either visual, concrete, or abstract.
Ideation comprises all stages of a thought cycle, from innovation, to development, to actualization.

THE GOAL OF THE IDEATION PROCESS ISN’T LOTS OF IDEAS

Ideation is all about coming up with the big idea. The key challenge, however, knows what
constitutes a big idea. When looking at idea generation through a top of the mind recall lens, we
see that a big idea is one that helps a large number of receiver of message are able to recall and
retain the message. The goal of the ideation process, then, should not be lots of ideas. Instead, the
goal should be to construct the single, best solution to satisfy the unmet customer needs of the
target customers and segments, enabling them to retain and recall the message.

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Various Idea generation techniques

a. Brainstorming: Brainstorming is a common technique used in advertising

creative strategy development to generate a large number of ideas in a short amount of

time. The purpose of brainstorming is to encourage free thinking and to generate creative
and innovative ideas that may not have been thought of otherwise. In a typical
brainstorming session, a group of people come together and share their ideas in an open
and non-judgmental environment. There are usually a few guidelines that are set
beforehand, such as no criticism of ideas during the session and building on other people's
ideas. The process starts by defining the problem or challenge at hand and then asking
participants to generate as many ideas as possible, regardless of their feasibility or
practicality. The goal is to generate a large quantity of ideas in a short amount of time
without worrying about quality or implementation. After the brainstorming session, the
group evaluates the ideas and narrows down the list to the most promising and feasible
ones. These ideas can then be further developed and refined into a creative strategy that
aligns with the brand's objectives and target audience. Overall, brainstorming is a useful
tool for advertising creative strategy development as it allows for a wide range of
perspectives and ideas to be shared, which can lead to innovative and effective campaigns.
The rules are: 1. No criticism is allowed, 2. Freewheeling is welcome, 3. Quantity
wanted, 4. Combination and improv Triggered brainwalking is a variation of the
brainstorming technique used in advertising creative strategy development. This
technique involves combining two different processes: brainstorming and physical
movement.

b. Triggered brainwalking: In a typical triggered brainwalking session,

participants are provided with a list of specific triggers, which are words or phrases related
to the advertising challenge at hand. These triggers can be anything from product features
to consumer insights, and they are used to stimulate creative thinking. Once the triggers
are provided, participants begin walking around the room or space, allowing the triggers
to guide their thinking and ideas. As they walk, participants are encouraged to share their
ideas with others in the group and build on each other's thoughts. The physical movement
helps to increase the flow of ideas and encourages participants to think creatively and
freely. The combination of movement and triggers creates a dynamic and stimulating

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 environment for generating ideas, which can lead to innovative and effective advertising
campaigns. After the triggered brainwalking session, the group can evaluate the ideas and
select the most promising ones for further development and refinement. Overall, triggered
brainwalking is a useful technique in advertising creative strategy development as it
encourages creative thinking and collaboration, and helps to generate a wide range of
ideas that may not have been thought of otherwise.

c. Questioning assumptions: It is a technique used in advertising creative

strategy development to challenge preconceived notions and uncover new insights that
can lead to innovative and effective campaigns. This technique involves examining the
underlying assumptions and beliefs that are often taken for granted and questioning
whether they are still relevant or accurate. In the context of advertising, assumptions can
include beliefs about the target audience, the product or service being advertised, or the
competitive landscape. By questioning these assumptions, advertisers can gain a deeper
understanding of the audience's needs and motivations, identify potential gaps in the
market, and develop more compelling and relevant campaigns. To question assumptions,
advertisers can use a variety of techniques, such as conducting research, asking open-
ended questions, and considering alternative perspectives. They can also use data and
analytics to identify trends and patterns that may challenge their assumptions. For
example, if an assumption is made that the target audience for a product is predominantly
male, questioning this assumption may reveal that there is a growing female audience that
is being underserved. By challenging this assumption, advertisers can develop campaigns
that appeal to this new audience and differentiate themselves from competitors who may
still be targeting only male consumers. Overall, questioning assumptions is an important
technique in advertising creative strategy development as it can lead to new insights, fresh
perspectives, and innovative campaigns that resonate with audiences and drive results.

d. Picture prompts. These are a technique used in advertising creative strategy

development to inspire and generate ideas for campaigns. This technique involves using
visual stimuli, such as images or photographs, to spark creative thinking and encourage
participants to develop unique and innovative concepts. In a typical picture prompts
session, participants are presented with a series of images that are related to the advertising
challenge at hand. These images can be sourced from a variety of places, such as stock
photo websites, social media platforms, or even from the target audience's own posts or
content. As participants view the images, they are encouraged to free-associate and

By: Dr M H Lakdawala [email protected] 16

 develop ideas based on what they see. The visual stimuli can trigger a range of emotions,
memories, and associations that can lead to new and unexpected ideas. Picture prompts
can be particularly useful for developing campaigns that rely heavily on visual
storytelling, such as social media or outdoor advertising. They can also be helpful for
overcoming creative blocks or generating ideas when traditional brainstorming techniques
are not producing the desired results. After the picture prompts session, the group can
evaluate the ideas and select the most promising ones for further development and
refinement. Overall, picture prompts are a valuable technique in advertising creative
strategy development as they can spark creative thinking and lead to innovative and
impactful campaigns.

e. SCAMPER is a mnemonic device used in advertising creative strategy

development to prompt ideation and generate innovative ideas. It stands for Substitute,
Combine, Adapt, Modify/Magnify/Minify, Put to other uses, Eliminate, and
Rearrange/Reverse. Each letter prompts a specific type of thinking that can help expand
and refine ideas in different ways.
o Substitute: This involves replacing a key element of the product or service being
advertised with something else. For example, substituting an ingredient in a food
product to create a new flavor.
o Combine: This involves bringing two or more elements together to create
something new. For example, combining two different products to create a unique
gift set.
o Adapt: This involves modifying an existing product or service to make it suitable
for a different audience or market. For example, adapting a children's toy to be
used by adults.
o Modify/Magnify/Minify: This involves making changes to the product or service
to enhance or reduce certain features. For example, modifying the packaging of a
product to make it more environmentally friendly.
o Put to other uses: This involves finding new applications for an existing product
or service. For example, using a cleaning product as a stain remover.
o Eliminate: This involves removing a key element of the product or service to
create something new. For example, creating a low-calorie version of a snack by
eliminating certain ingredients.

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 o Rearrange/Reverse: This involves reordering or reversing the elements of the
product or service to create something new. For example, reversing the order of
ingredients in a recipe to create a new dish.
Using SCAMPER prompts can help to stimulate creative thinking and generate innovative
ideas for advertising campaigns. The technique encourages participants to think outside
the box and consider new perspectives and possibilities. After generating ideas using
SCAMPER prompts, the group can evaluate and select the most promising ones for further
development and refinement.

f. Observation: It is a technique used in advertising creative strategy development

to gain insights about the target audience, the market, and the product or service being
advertised. This technique involves carefully and objectively observing the target
audience's behavior, attitudes, and preferences to gain a deeper understanding of their
needs and motivations. Observation can take many forms, including ethnographic
research, customer journey mapping, and mystery shopping. Ethnographic research
involves immersing oneself in the target audience's environment and observing their
behavior and interactions. Customer journey mapping involves mapping out the steps that
customers take when interacting with a product or service, from initial awareness to post-
purchase experience. Mystery shopping involves posing as a customer to observe and
evaluate the customer experience. Observation can provide valuable insights that may not
be apparent through traditional research methods. By observing the target audience in
their natural environment, advertisers can gain a deeper understanding of their needs,
preferences, and pain points. This can lead to the development of campaigns that are more
relevant and engaging to the target audience. Observation can also help advertisers to
identify trends and patterns in the market and the competition. By observing the
competition's behavior and strategies, advertisers can gain insights into what works and
what doesn't in the market, and develop campaigns that differentiate themselves from their
competitors. Overall, observation is an important technique in advertising creative
strategy development as it can provide valuable insights into the target audience, the
market, and the competition. By using observation in combination with other research
methods and ideation techniques, advertisers can develop campaigns that resonate with
the target audience and drive results.

g. Referencing: It is a technique used in advertising creative strategy development to

gather inspiration and ideas from existing works or sources. This technique involves

By: Dr M H Lakdawala [email protected] 18

 referencing and analyzing other advertisements, media, or creative works to gain insights
and generate new ideas for campaigns. Referencing can take many forms, including
reviewing case studies, analyzing competitor advertisements, studying industry trends,
and examining cultural or social phenomena. By referencing existing works and sources,
advertisers can gain inspiration and insights into what has worked in the past, what is
currently popular, and what may be effective in the future. Referencing can also help
advertisers to develop campaigns that are relevant and engaging to their target audience.
By understanding the cultural and social context of their target audience, advertisers can
develop campaigns that resonate with their values, beliefs, and attitudes. However, it is
important to note that referencing should not be used to copy or imitate existing works.
Advertisers should use referencing as a starting point for inspiration and ideation, but
strive to develop campaigns that are unique and innovative. Overall, referencing is a
valuable technique in advertising creative strategy development as it can provide
inspiration, insights, and context for campaigns. By using referencing in combination with
other ideation techniques and research methods, advertisers can develop campaigns that
are impactful, relevant, and effective.

h. Interaction: It is a technique used in advertising creative strategy development to

engage and collaborate with the target audience and other stakeholders in the ideation
process. This technique involves actively involving the target audience, clients, and other
stakeholders in the development of the campaign, to gain insights and generate ideas that
are relevant and impactful. Interaction can take many forms, including focus groups, user
testing, co-creation workshops, and online surveys. By involving the target audience and
other stakeholders in the ideation process, advertisers can gain insights into their needs,
preferences, and pain points, and develop campaigns that are more relevant and engaging.
Interaction can also help advertisers to build relationships and establish trust with their
target audience and clients. By involving them in the ideation process, advertisers can
demonstrate their commitment to meeting their needs and provide a sense of ownership
and investment in the campaign. However, it is important to note that interaction should
be done in a structured and ethical manner. Advertisers should ensure that the target
audience and other stakeholders are not exploited or manipulated, and that their privacy
and confidentiality are respected. Overall, interaction is an important technique in
advertising creative strategy development as it can provide valuable insights, build
relationships, and improve the relevance and impact of campaigns. By using interaction

By: Dr M H Lakdawala [email protected] 19

 in combination with other research methods and ideation techniques, advertisers can
develop campaigns that resonate with the target audience and drive results.

i. Imagination: It is a technique used in advertising creative strategy development to

generate original and innovative ideas for campaigns. This technique involves using
creative and imaginative thinking to generate ideas that are unique, memorable, and
impactful.Imagination can take many forms, including brainstorming, mind mapping,
visualization, and role-playing. By using these techniques, advertisers can generate a wide
range of ideas and explore different perspectives and possibilities. Imagination can also
help advertisers to break free from conventional thinking and develop campaigns that are
fresh and original. By imagining new possibilities and challenging assumptions,
advertisers can create campaigns that stand out from the competition and capture the
attention of the target audience. However, it is important to note that imagination should
be balanced with practical considerations such as budget, feasibility, and effectiveness.
Advertisers should ensure that their imaginative ideas are feasible and effective in
achieving their goals. Overall, imagination is an important technique in advertising
creative strategy development as it can provide original and innovative ideas that can set
campaigns apart from the competition. By using imagination in combination with other
research methods and ideation techniques, advertisers can develop campaigns that are
impactful, memorable, and effective.

j. Dreams: These are a technique used in advertising creative strategy development to

explore the subconscious desires, fears, and aspirations of the target audience. This
technique involves tapping into the emotional and psychological aspects of the target
audience and using these insights to develop campaigns that resonate with them on a
deeper level. Dreams can take many forms, including daydreams, fantasies, and
nightmares. By exploring these subconscious experiences, advertisers can gain insights
into the target audience's motivations, values, and emotions, and develop campaigns that
connect with them on a more personal level. Dreams can also help advertisers to create
campaigns that are memorable and emotionally resonant. By tapping into the target
audience's subconscious desires and fears, advertisers can create campaigns that evoke
strong emotional responses and leave a lasting impression. However, it is important to
note that dreams should be used ethically and with sensitivity. Advertisers should avoid
exploiting or manipulating the target audience's emotions or fears and should ensure that
their campaigns are truthful, relevant, and respectful. Overall, dreams are a valuable

By: Dr M H Lakdawala [email protected] 20

 technique in advertising creative strategy development as they can provide insights into
the target audience's subconscious desires and fears. By using dreams in combination with
other research methods and ideation techniques, advertisers can develop campaigns that
are emotionally resonant, memorable, and effective.

k. Creative Aerobics: It is a technique used in advertising creative strategy

development to encourage creativity, enhance idea generation and problem-solving skills.

This technique involves using a series of mental exercises and techniques to stimulate the
imagination and generate new ideas. Creative Aerobics is based on the premise that
creativity is a skill that can be developed and improved through regular exercise and
practice. This technique involves a structured approach to brainstorming and idea
generation that is designed to help individuals break through creative blocks and develop
new ideas. Creative Aerobics can take many forms, including brainstorming sessions,
word association games, mind mapping, and random word exercises. By using these
techniques, advertisers can stimulate the imagination, explore new possibilities, and
generate new ideas. Creative Aerobics can also help advertisers to develop their problem-
solving skills and identify new opportunities for innovation. By using these techniques,
advertisers can break down complex problems into smaller components, explore different
perspectives, and develop new solutions. Overall, Creative Aerobics is an effective
technique in advertising creative strategy development as it can help individuals and teams
to develop their creativity and generate new ideas. By using Creative Aerobics in
combination with other research methods and ideation techniques, advertisers can develop
campaigns that are unique, memorable, and effective.

Trans creativity

Transcreativity is a term used in advertising to describe the process of adapting a creative

concept or campaign to a different cultural or linguistic context. It involves taking an
original idea or message and modifying it to suit the target audience in a different market,
while maintaining the essence and effectiveness of the original concept.

Transcreativity goes beyond simple translation or localization, which focus on linguistic

and cultural differences. Instead, it involves a deeper understanding of the target

By: Dr M H Lakdawala [email protected] 21

 audience's cultural context, values, beliefs, and behaviors, as well as the nuances of
language and communication. Transcreation can involve modifying the visual, verbal, or
conceptual elements of a campaign to ensure that it resonates with the target audience.
This might include changing the imagery, colors, or typography used in a print or digital
ad, or adapting the language and tone of a slogan or tagline to make it more culturally
appropriate and effective.

Successful transcreativity requires a skilled and experienced team of creative

professionals who can work collaboratively to adapt a campaign while preserving its core
message and impact. It is an essential aspect of global marketing and is increasingly
important in a world where brands are seeking to expand their reach into new markets and
cultures. Transcreativity is becoming more important in today's global marketplace, as
businesses seek to connect with audiences across different cultures and languages.

Here are a points to consider about trans creativity in advertising:

1. It requires a deep understanding of local culture - To effectively adapt a
campaign for a different market, it's essential to have a deep understanding of the
local culture, including values, beliefs, attitudes, and language. This knowledge
can help ensure that the campaign resonates with the target audience and avoids
any cultural misunderstandings or missteps.
2. It involves balancing creativity and effectiveness - Transcreation involves
finding the right balance between creativity and effectiveness. While it's
important to maintain the essence of the original campaign, it's also essential to
adapt it in a way that effectively communicates the message to the target audience.
3. It's more than just translation - Transcreativity goes beyond simple translation
or localization. It involves a more creative and nuanced approach to adapting a
campaign for a different culture, taking into account the subtle differences in
language and communication, as well as cultural norms and values.
4. It can be challenging - Transcreation can be challenging, particularly when
dealing with languages or cultures that are very different from the original market.
It requires a skilled and experienced team of creative professionals who can work
collaboratively to adapt the campaign while preserving its effectiveness and
impact.

By: Dr M H Lakdawala [email protected] 22

Overall, transcreativity is an important aspect of advertising creative strategy development,
particularly for brands seeking to expand their reach into new markets and cultures. By effectively
adapting their campaigns to different contexts, brands can build stronger connections with their
target audiences and increase their chances of success in a global marketplace.

The purpose of transcreativity:

The purpose of transcreativity in advertising is to adapt a creative concept or campaign to a different
cultural or linguistic context while preserving the essence and effectiveness of the original message.
The goal is to ensure that the campaign resonates with the target audience in the new market,
avoiding cultural misunderstandings or missteps that could impact the success of the campaign.
Transcreativity is becoming increasingly important in today's global marketplace, as businesses
seek to connect with audiences across different cultures and languages. By adapting their
campaigns to different contexts, brands can build stronger connections with their target audiences
and increase their chances of success in a global market.
The purpose of transcreativity is to ensure that the original message or concept is conveyed
accurately, effectively, and appropriately in the target language and culture. This requires a deep
understanding of local culture and language, as well as the ability to adapt the message creatively
while preserving its core meaning and impact.

Overall, the purpose of transcreativity is to create campaigns that resonate with the target audience
in a new market, building brand awareness and driving sales or other desired outcomes. It is an
essential aspect of advertising creative strategy development for global brands seeking to expand
their reach into new markets and cultures.

MODULE 2-1
BRIEFS

Brief: A Document confirming understanding between a client and an advertising agency on:
a. Objectives of an advertising campaign
b. Identification of the targeted audience
c. Strategies to be adopted in reaching the audience
d. The timeframe of the campaign, and

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 e. Its total estimated cost.

In advertising creative strategy development, a brief is a document or a set of instructions that

outlines the goals, objectives, and requirements for a specific advertising campaign. It provides a
clear and concise summary of the project and serves as a guide for the creative team in developing
their ideas and concepts. The brief typically includes information on the target audience, the key
message that needs to be communicated, the desired tone and style, the media channels to be used,
the budget and timeline, and any other relevant information or constraints.

The brief is usually prepared by the client or the account manager in consultation with the creative
team and is used as a starting point for the development of the creative strategy. It provides a clear
understanding of what the client is looking for and what the creative team needs to deliver. The
brief serves as a reference point throughout the creative process and is used to evaluate the ideas
and concepts developed by the creative team. It helps to ensure that the final output meets the
client's needs and objectives.
Overall, the brief is an essential tool in advertising creative strategy development as it provides a
clear and concise summary of the project requirements and serves as a guide for the creative team.
It ensures that the final output is aligned with the client's needs and objectives, and is delivered
within the specified timeline and budget.

There are several types of briefs used in advertising creative strategy development. Here are
some of the most common types:
1. Creative brief: This is the most common type of brief in advertising. It provides a
summary of the campaign objectives, target audience, key message, tone, and style. The
creative brief is used to guide the development of the advertising concept and creative
elements.
2. Media brief: This type of brief focuses on the media planning and buying aspects of the
campaign. It outlines the media channels to be used, the budget, and the target audience for
each channel.
3. Strategy brief: This type of brief focuses on the overall strategic approach for the
campaign. It includes information on the competition, market trends, and key challenges
that need to be addressed.
4. Project brief: This type of brief is used for smaller projects or campaigns. It includes
information on the scope of the project, the timeline, and the budget.

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 5. Brand brief: This type of brief focuses on the brand strategy and identity. It includes
information on the brand values, personality, and positioning.
6. Product brief: This type of brief is used for product launches or promotions. It includes
information on the product features, benefits, and target audience.
Overall, the type of brief used in advertising creative strategy development will depend on the
specific project or campaign and the goals and objectives that need to be achieved.

Marketing Brief or Marketing Communications Brief:

Def:
Marketing brief is a document outlining the expectations by a company's marketing team regarding
an advertising campaign. The marketing team can clearly define what they want the creative team
to create. Follow these tips to create a marketing brief so all parties involved will know what work
is expected of them.
Marketing Brief: It is a document prepared by client servicing executive. The process is initiated
with a detailed interaction with the client representatives. The basic objective of the interaction is
to introduce client’s perspective in the creative strategy development. i.e. to understand clients
requirement, their objective and goals their expectation from the agency and campaign and to get
the details of budget allocation. All this information is converted into a document know as
Marketing Brief and the entire process is known as client servicing.

The purpose of marketing brief:

a. To help assess client’s current situation, both internally and relative to its competition. It’s
the starting point for any work agency do for their customers.
b. Marketing brief provide the foundation for refining clients marketing message and revising
and updating their marketing and advertising program.
c. To clearly lay out a framework for the creative team. The process can be driven by either
side - creative or marketing - but both sides need to agree on the brief before the work can
commence.
i. Where are we? (Situational analysis - the market, trends, competitive analysis, etc.)
ii. Where are we going? (opportunities, objectives & strategy)
iii. How are we going to get there? (actions, plans & controls)

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The process begins with the benefit of a client brief advertising brief or Agency Brief, over the
phone, via email or at a face-to-face meeting. The aim of the first briefing is to get to know the
marketing objectives, to confirm the budget and establish the critical timings.
There are many different ways of creating a written briefing format for marketing brief. The format
should reflect the company’s beliefs about how communications work and therefore what is
important enough to be included in the brief. Some advertisers may use versions of their agencies’
creative brief formats as a basis for their own. Whilst this may initially look as if it is encouraging
a collaborative way of working, it does demonstrate a lack of belief in the company’s own practices.
An agency’s internal creative brief usually serves the fundamentally different purpose of inspiring
their own creative people. A client marketing communications brief needs to inspire the whole
agency team to deliver the best communications. Most marcoms briefs also act as a business
process document to initiate a job start – in effect it’s a purchase order and since large sums of
money will be involved in both time and resources it needs to be taken very seriously.

The most marketing communications briefs have three broad areas of heading:
1. Those that describe the background,
2. The brief itself, and an implementation and
3. Process section.
Format of a Marketing Brief
The background headers might include
1. Background Background: Usually covers the business and marketing context and
why the task is important
2. Marketing or Sales This sometimes includes the business case for the activity
Objectives:
3. Brand: Remarkably this is often overlooked. It might include brand
identity/brand capsule/brand vision/brand architecture/brand
status/brand values/brand personality
4. Previous Learning: Again a section which is only used occasionally, but may have wider
potential
The main communications brief section headers might include
5. Communications Sometimes they might be expressed as communications imperatives/
objectives: challenges/barriers

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 6. Target audience: Usually this section asks for more than simple demographics and
specifically prompts for attitudes or other motivators
7. Consumer insights: Sometimes specifically linked to the objective
8. Key Often phrased as the single-minded proposition/the one thing we want
message/proposition: to say
9. Consumer takeout: Or consumer take away/what they will think or do

10. Tone of voice: As distinct from brand personality

The implementation and process headers might include
11. Timings/key dates: May include project timelines as well as timing for response
12. Budget: May specify if production is included or not

13. Evaluation/success A critical element for most disciplines

criteria:
14. Mandatories /guidelines: May include what must be included and executional considerations
15. Approvals: Signatures of both those issuing/approving the brief and the agency

The Creative brief: the bridge between strategy and execution

The creative strategy and the key execution details are spelled out in a document called a creative
brief. The brief is the document prepared by the account planner to summarize the basic marketing
and advertising strategy. It gives direction to the creative team as they search for a creative concept.
The formats of these briefs vary, but most combine the basic advertising strategy decisions:
• The problem to be solved
• The objectives
• The target market
• The positioning strategy
• The type of creative strategy
• The selling premise
• Suggestions about the ad’s execution, such as tone of voice

Creative brief

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A creative brief in advertising creative strategy development is a document that outlines the specific
goals and objectives of an advertising campaign. It provides a clear and concise summary of what
the client wants to achieve and serves as a guide for the creative team in developing their advertising
concepts and campaigns.
The creative brief typically includes information on the target audience, the key message that needs
to be communicated, the desired tone and style, the media channels to be used, the budget and
timeline, and any other relevant information or constraints.
The creative brief is prepared by the client or the account manager in consultation with the creative
team. It serves as a starting point for the development of the advertising concept and is used to
evaluate the ideas and concepts developed by the creative team. It helps to ensure that the final
output meets the client's needs and objectives.
The creative brief is an essential tool in advertising creative strategy development as it provides a
clear and concise summary of the project requirements and serves as a guide for the creative team.
It ensures that the final output is aligned with the client's needs and objectives, and is delivered
within the specified timeline and budget.

The Creative brief (Copy Platform)

Creative Brief is a document prepared by Account Planner. The process is initiated when
Account planner study and observe market and consumers likes, dislikes and buying
Habits. Account Planner has detailed interaction with customers and consumers. The basic
objective of the interaction is to introduce customers and consumers perspective in the
creative strategy development. I.e. to understand customers and consumers behavior and
identify vital piece of information called KEY HUMAN INSIGHT.
This key human insight becomes the main theme of the creative strategy
development. Account planner also tries to find out what customers and consumers think
about the clients products ad also about competitors brands. They try to discover various
positive and negative issues which customers and consumers associate with the client’s
brand. All this information is converted into a document know as Creative Brief or copy
platform and the entire process is known as Account planning.
While the text and the visual carry the ad message, behind the creative team's choice of
tone, words, and ideas lies an advertising strategy. The advertising strategy consists of
four elements: the target audience; product concept; communications media; and the

By: Dr M H Lakdawala [email protected] 28

 advertising message. The agency and client team must understand and agree to these four
elements of the advertising strategy before any creative work begins. The account
management group develops ad strategy, while, in some agencies, account planners
research the market with input from account management. When the strategy is developed,
it is communicated to the creative department by preparing the creative brief.

Writing the Creative Brief (Copy Platform)

The creative brief serves as the creative team's guide for writing and producing the ad. In some
agencies, it may be referred to as a copy platform, a work plan, or a copy (or creative) strategy. In
all cases, it is a simple written statement of the most important issues to consider in the development
of the ad or campaign — the who (prospect's nature), why (wants or needs by which to base an
appeal: rational appeals directed towards functional needs and wants, and emotional appeals
target psychological, social, or symbolic needs), what (product features, claim, or position), where
and when (medium, time of year, country, etc.), and what style (tone, approach). Selected
advertising appeals.
How the benefits are presented is the creative team's job:
a. Objective statement: what advertising is to ac-accomplish (such as solve a problem, etc.).
b. Support statement: evidence that backs up product promise or reason for benefit.
c. Tone or brand character statement: Tone statements are short-term emotional descriptions.
d. Brand character statements are long-term descriptions of the enduring values of the brand.
e. Delivery of the creative brief ends development of the advertising strategy and marks the
beginning in which the creative team develops a message strategy.

The creative brief or copy platform is the written strategy statement of the most important issues to
be considered in the ad or campaign – the who, why, what, where, when and how of the ad:
a. Who is the most likely prospect for the product? The copy platform must define the
prospect in terms of geographic, demographic, psychographic, and/or behavioristic
qualities.
b. Why? Does the consumer have specific wants or needs that the ad should appeal to?
Advertisers use two broad categories of appeals. Rational appeals are directed at the
consumer’s practical, functional need for the product or service; emotional appeals are
directed at the consumer’s psychological, social, or symbolic needs.

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 c. What product features satisfy the consumers’ needs? What factors support the product
claim? What is the product’s position? What personality or image – of the product or the
company – can be or has been created? What perceived strengths or weaknesses need to be
dealt with?
d. When and where will the messages be communicated? What medium? What time of
the year? What area of the country?
e. How should this be communicated? What style, approach or tone will the campaign use?
And generally what will the copy say?
The answers to these questions help make up the copy platform. After writing the first ad, the
copywriter should review the copy platform to see if the ad measures up. If it doesn’t, the writer
must start again.

Creative Brief Format

1. Advertising Campaign
Themes
2. Advertising Objectives
3. Specify Target Audience
4. Creative Strategy Statement
5. Key Message
6. Tone of Voice
7. Appeals and Execution Style
8. Support and Mandatories

Another format of Creative brief

Creative Brief

1. What is the Opportunity and/or A brief summary of why you are advertising. Take
Problem which the advertising the consumer’s point of view, not “sales are down,”
must address? but, rather “consumers are choosing cheaper
alternatives.”

2. What do we want people to do What perception, attitude and behavior change we

as a result of the advertising? desire from the audience

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 3. Who are we talking to? Try to develop a rich description of the Target
Group. Indicate their beliefs and feelings about the
category. Avoid demographic information only.
Add personality and lifestyle dimensions.

4. What is the Key Response we “State succinctly, what single thing do we want
want from the advertising?? people to feel or notice or believe as a result of
advertising.”

5. What information/attributes It could be a key product attribute, a key user need

might help produce this which the brand fulfills, etc.Avoid a laundry list.
response?

6. What aspect of the Brand Tangible or intangible attribute or both of the brand
Personality should the
advertising express?

7. Are there any media or budget Specific budget and media requirements with
considerations? specifications

8. This could be helpful… Any additional information that might affect the
creative direction. Feel free to use a visual
summary, a picture, drawing or any object which
aids in understanding the nature of the brief.”

MODULE 2-2
Writing persuasive copy

Tone of voice

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Tone of voice in advertising creative strategy development refers to the way a brand or company
expresses itself in its communications with its audience. It is the attitude, personality, and style
that is conveyed through the language and messaging used in advertising campaigns. Tone of
voice can vary depending on the brand's values, target audience, and marketing objectives. It can
be serious, humorous, playful, informative, or any other tone that is appropriate for the brand and
the message that needs to be conveyed.

Tone of voice is an important aspect of advertising creative strategy development because it helps
to create a consistent and recognizable brand identity. A consistent tone of voice across all
communications channels helps to build trust and credibility with the target audience, as well as
differentiate the brand from its competitors. To develop a tone of voice for a brand, the
advertising team needs to consider the brand's values, personality, and target audience. They also
need to consider the type of messaging that will be used in different advertising channels, such as
social media, TV, radio, or print.

Once the tone of voice is established, it should be used consistently across all advertising
communications to create a strong brand identity and build a loyal audience. In addition to
establishing a consistent tone of voice, it's also important to make sure that the tone of voice is
appropriate for the brand's target audience. For example, a brand targeting young adults might
want to use a more informal and playful tone of voice, while a brand targeting professionals
might want to use a more formal and authoritative tone of voice.

To create a consistent and appropriate tone of voice, the advertising team should develop a set of
guidelines that outline the key elements of the tone of voice, such as vocabulary, sentence
structure, and tone. These guidelines should be communicated to everyone involved in creating
advertising content for the brand, including copywriters, designers, and social media managers.
It's also important to regularly review and update the tone of voice to ensure that it remains
relevant and effective in achieving the brand's objectives. This might involve conducting research
to better understand the target audience or testing different messaging approaches to see what
resonates best with the audience.

Overall, developing a clear and consistent tone of voice is an essential part of advertising creative
strategy development. It helps to create a strong brand identity, build trust and credibility with the
audience, and differentiate the brand from its competitors.

By: Dr M H Lakdawala [email protected] 32

Here are some examples of different tones of voice that might be used in advertising
creative strategy development:
1. Humorous - A brand that wants to convey a lighthearted and fun personality might use a
humorous tone of voice in its advertising. For example, Old Spice's "The Man Your Man
Could Smell Like" campaign uses humor to sell men's grooming products.
2. Inspirational - A brand that wants to inspire its audience might use an inspirational tone
of voice in its advertising. For example, Nike's "Just Do It" campaign uses a motivational
tone to encourage people to be active and pursue their goals.
3. Informative - A brand that wants to educate its audience might use an informative tone
of voice in its advertising. For example, a bank might use an informative tone to explain
the benefits of its products and services.
4. Playful - A brand that wants to appeal to a younger audience might use a playful tone of
voice in its advertising. For example, Taco Bell's social media campaigns often use a
playful and irreverent tone to engage with its audience.
5. Authoritative - A brand that wants to establish itself as a leader in its industry might use
an authoritative tone of voice in its advertising. For example, a luxury car brand might
use an authoritative tone to convey its expertise and prestige.
6. Empathetic - A brand that wants to connect with its audience on an emotional level
might use an empathetic tone of voice in its advertising. For example, a health insurance
company might use an empathetic tone to show that it understands the challenges and
concerns of its customers.
7. Bold - A brand that wants to stand out from its competitors might use a bold tone of
voice in its advertising. For example, Apple's "Think Different" campaign used a bold
and unconventional tone to position itself as an innovator in the tech industry.
8. Conversational - A brand that wants to create a more personal and approachable image
might use a conversational tone of voice in its advertising. For example, a coffee shop
might use a conversational tone to engage with its customers and create a sense of
community.
9. Romantic - A brand that wants to evoke feelings of love and romance might use a
romantic tone of voice in its advertising. For example, a jewelry brand might use a
romantic tone to appeal to customers looking for a special gift for a loved one.
10. Nostalgic - A brand that wants to tap into customers' nostalgia and create a sense of
nostalgia might use a nostalgic tone of voice in its advertising. For example, a candy

By: Dr M H Lakdawala [email protected] 33

 brand might use a nostalgic tone to remind customers of the sweet memories of their
childhood.
These are just a few examples of the different tones of voice that might be used in advertising
creative strategy development. The tone of voice that a brand chooses should be appropriate for
its values, target audience, and marketing objectives. The key is to choose a tone of voice that
resonates with the target audience and aligns with the brand's values and objectives. By using a
consistent and appropriate tone of voice across all advertising channels, a brand can build a strong
and memorable identity that sets it apart from its competitors.

MODULE 2-2
Writing persuasive copy

Tone of voice

Tone of voice in advertising refers to the intentional use of images, lighting, sound and written
copy to create a specific tone or setting for an advertisement. This expression is most often used to
describe the impact of creative copy in broadcast media and print adsz. Tone of Voice
Tone of Voice often communicates so much more than even the expression on your face. You are
constantly engaged in changing your tone of your voice as you speak. You admonish a naughty
child in on tone, and use another if the child is frightened and needs comforting.
You can use Tone of Voice to give orders, raise an alarm, and evoke pity; In short, use Tone of
Voice to generate a mood, or to impel action. So when you communicate through an ad, first decide
when Tone of Voice you wish to use when talking to your target audience.
What sort of feelings do you wish to inspire in the housewife’s heart? Should you inspire
confidence, or evoke fear? What sort of voice will make the reader of your ad eventually respond
as you want him or her to respond? Tone of Voice is a crucial element in designing communication
message.
Importance

By: Dr M H Lakdawala [email protected] 34

In the same way that a person's body language and vocal tone impact a message, an advertiser's
use of various background elements and words can affect the interpretation of an advertisement.
Ineffective or off-target tones in advertisements can lead to failure in terms of audience impact
and the persuasiveness of the ad. Setting the right tone conveys part of the brand meaning in your
ads. Getting the viewer, listener or reader hooked to your message is key to persuasion

Tonality and character matters

In Advertisements brands personality and beliefs should shine through in everything it says (in
other words, its tone of voice) and do. Using a distinctive tone to capture the brands personality
brings its identity. It also establishes one brand with one unified voice, which helps audiences
recognize and relate to the brand. In all communications, tone of voice should be personable,
engaging and clear.

GETTING THE “RIGHT” TONE: USING LANGUAGE THAT IS PERSONABLE,

ENGAGING AND CLEAR

While there are multiple characteristics that form brand personality — and brand may want to
emphasize different aspects at different times for different audiences — brand always should ensure
that tone of voice come across as personable.
Of course, the way brand apply tone will vary depending on the audience, platform and objectives.
While brands make subtle shifts to ensure the tone suits their audience and communication goals,
the overall tone — or feeling conveyed through copy — should embody the brand personality based
on its beliefs and values.
Examples:
1. Nike: No wonder the Nike tone of voice is competitive, inspiring, and confident.
That's the power of knowing your origin story. Once you identify your origin story,
think about your brand as an actual person.
Starbucks has a clear and concise brand guidelines available online, with a section
dedicated to its tone of voice. The Starbucks voice is functional and expressive.
2. Apple: Apple's brand voice consistency conveys confidence, quality and intimacy.
Apple's been the company to look up to in terms of setting themselves apart from
their competition. Everyone feels welcome and many feel spoiled by owning their
products.

By: Dr M H Lakdawala [email protected] 35

 3. AMUL'S tone of voicew is sweet, witty, and realistic .

How to make your Writing, walk, Talk, and breathe

Here are some suggestions on ways to sound personable, engaging and clear:
• Always consider your audience first. What kind of language and content will they connect
with?
• Be personal and direct. Use first person (“we,” “our,” “us”) and second person (“you,”
“your”) when appropriate to maintain a conversational feel. Lead with details about
students, faculty, alumni, donors, etc., when possible.
• Avoid the thesaurus. Stick to everyday language. Strive to address complex issues using
smart but clear language that is inclusive rather than alienating to readers.
• Be concise. Use active rather than passive language.
• Since we want to sound like a person, not an ivory tower institution,
use contractions when it suits your target audience and the medium you’re using to
communicate.

Creating Breakthrough Writing

The CAN Elements (connectedness, appropriateness, and novelty)

By: Dr M H Lakdawala [email protected] 36

 Creativity: The CAN Elements

The CAN Elements

of Creative Ads

Connectedness Appropriateness Novelty

8–2

1. Connectedness is when you make sure your target market can identify themselves with
the ad. If you're targeting moms, then use a model who looks and talks like a mom. The
key here is to select a model that best represents the target market of your brand. Most
companies fail when they try to push superstars to endorse products that you'll have a hard
time imagining them using it.
2. Appropriateness means an ad that is suitable for the message you want to convey. Also,
the message must be sensitive to any pressing issues. What I'm trying to say is that there
will be times that people will interpret your ad at a different way if its not properly
positioned and appropriately conveyed to the masses.
3. Novelty is where the fun part comes in. This is where the imagination and weird concepts
turned into something tangible and relatable. Some companies go for the comedic-type of
ad to make it more memorable. Some uses the straightforward Ads where they tell you
immediately what they want to tell you. Other's do the repetitive type of ads to ensure
maximum retention of the message.
Combining the three attributes will give you an awesome Ad

Creating Breakthrough Writing : contd

By: Dr M H Lakdawala [email protected] 37

PRINCIPLE 1: SIMPLICITY
• Simplicity isn’t about dumbing down, it’s about prioritizing. (Southwest will be THE low-
fare airline.) What’s the core of your message? Can you communicate it with an analogy
or high-concept pitch? We must create ideas that are both simple and profound. The Golden
Rule is the ultimate model of simplicity: a one-sentence statement so profound that an
individual could spend a lifetime learning to follow it.
• The goal is to strip an idea to its core without turning it into a silly sound bite. The hard
part isn't weeding out unimportant aspects, but it is in pruning the important, but not truly
essential aspects - i.e., distilling to the most important idea at the core.
• Example of a Sticky Idea Contrast the phrase of a CEO "let's maximize shareholder value"
with JFKs peel-clear call to "put a man on the moon and return him safely by the end of
the decade." This is simple, unexpected, concrete, credible, emotional (for the times), and
a story. If JFK were an aerospace CEO he would have said "Our mission is to become the
international leader in the space industry through maximum team-centered innovation and
strategically targeted aerospace initiatives."
• Using the core Southwest uses "We are the low cost airlines." Thus, every decision
involves meeting this concrete and simple goal. E.g., deciding whether to offer dinner on
flights: Main concern isn't great passenger comfort, but it is low-cost so no dinner. Contrast
to Nordstroms which emphasizes customer experience and would offer the dinner if they
were an airline.
PRINCIPLE 2: UNEXPECTEDNESS
• To get attention, violate a schema. To hold attention, use curiosity gaps. (What are Saturn’s
rings made of?) Before your message can stick, your audience has to want it. We need to
violate people's expectations. For our idea to endure, we must generate interest and
curiosity. How do you keep students engaged during the forty-eighth history class of the
year? We can engage people's curiosity over a long period of time by systematically
"opening gaps" in their knowledge—and then filling those gaps.
• The first requirement of effective communication is getting attention, the second is keeping
it. In order to do this you use the unexpected: Humans like to think in patterns, the key is
to break these patterns. For example, when a flight attendant at Southwest does something
different with the safety announcement.
• In using the unexpected a key is to avoid gimmicky. For example, a Super Bowl ad once
showed a marching band on a field, and then suddenly a pack of wolves came out of a

By: Dr M H Lakdawala [email protected] 38

 tunnel and killed them. This was not connected with the ad's message it all: The wolves
didn't reinforce the message.
• Using the unexpected Nora Ephron's journalism teacher announced their first assignment:
To write the lead for the student paper. He give them facts: Entire school faculty will travel
to the state capital on Tuesday for a meeting with the Governor, Margaret Mead, etc. He
asked them then to write the lead. They all missed it: No school on Tuesday!
PRINCIPLE 3: CONCRETENESS
• Ideas can get credibility from outside (authorities or anti-authorities) or from within, using
human-scale statistics or vivid details. Let people “try before they buy.” (Where’s the
Beef?) To be concrete, use sensory language. Paint a mental picture. (“A man on the
moon…”) Remember the Velcro theory of memory—try to hook into multiple types of
memory. Speaking concretely is the only way to ensure that our idea will mean the same
thing to everyone in our audience.
• Of the six traits of "stickiness" described in this book being concrete is the easiest to accept
and implement. (The hardest is likely finding the core message.) The power of being
concrete is illustrated by the longevity of Aesop's fables. For some 2,500 years they have
resonated and been remembered by humankind. They are a striking example of
concreteness. For example, the story of the fox and the grapes ends with with the fox
concluding that grapes out of his reach are likely sour -- hence the phrase "sour grapes",
which appears in nearly every language. This provides a concrete image which lasts:
Compare "sour grapes" to the conclusion "don't be such a bitter jerk when you fail." The
latter has no staying power: It is naked fact.
• Something becomes concrete when it can be described or detected by the human senses. A
V-8 engine is concrete; "high-performance" is abstract. Concrete ideas are easy to
remember. Experiments have shown that people remember concrete over abstract nouns:
"bicycle" over "justice" or "personality." The kidney-heist urban legend, for example, has
tons of detail about the illicit procedure.
PRINCIPLE 4: CREDIBILITY
• Sticky ideas have to carry their own credentials. We need ways to help people test our ideas
for themselves. In the sole U.S. presidential debate in 1980 between Ronald Reagan and
Jimmy Carter, Reagan could have cited innumerable statistics demonstrating the
sluggishness of the economy. Instead, he asked a simple question that allowed voters to
test for themselves: "Before you vote, ask yourself if you are better off today than you were
four years ago."

By: Dr M H Lakdawala [email protected] 39

 • What makes people believe ideas? We base it on authorities - our parents, traditional,
experts, etc. If one can bring in a true authority then the problem of credibility is easily
solved, but what if we cannot? This chapter focuses on how to create credibility when you
don't have such authority figures.
• There are several ways to do this: (1) Use an anti-authority, (2) use concrete details, (3) use
statistics, (4) use something called the Sinatra Test and (5) use testable credentials.
• Statistics: This is a time-honored and standard way to make a point, but needs to be used
correctly. Statistics are rarely meaningful in and of themselves. Statistics will, and should,
almost always be used to illustrate a relationship. It's more important for people to
remember the relationship than the number. Use them as input, not output. Don't go make
up your mind and then go looking for the numbers to support yourself -- that's asking for
temptation and trouble. But if we use statistics to help us make up our minds, we'll be in a
great position to share the pivotal numbers with others, as in the Beyond War example in
the box.
PRINCIPLE 5: EMOTIONS
• People care about people, not numbers. Don’t forget the WIIFY (What’s In It For You).
But identity appeals can often trump self-interest. How do we get people to care about our
ideas? We make them feel something. In the case of movie popcorn.
• Research shows that people are more likely to make a charitable gift to a single needy
individual than to an entire impoverished region. We are wired to feel things for people,
not for abstractions.
• Sometimes the hard part is finding the right emotion to harness. For instance, it's difficult
to get teenagers to quit smoking by instilling in them a fear of the consequences, but it's
easier to get them to quit by tapping into their resentment of the duplicity of Big Tobacco.
• To illustrate the effect of emotion versus reason a group studied the effect of soliciting
funds for starving children in Africa with two appeals: An appeal based on statistics and
one focusing on a single named child. Of course, the latter won. The surprising part of the
study was that any time reason was evoked the amount of giving decreased. For example
if they used both the statistics and the individual child it decreased; and if they asked a
person to do a simple calculation, not related to the charity, even this decreasing giving.
Once we put on our analytical hat we react to emotional appeals differently; they hinder
our ability to feel.
• To make people care about ideas we get them to take off their Analytical Hats: We create
empathy for specific individuals; or we show how our ideas are associated with things that

By: Dr M H Lakdawala [email protected] 40

 people already care about, or we appeal to their self-interest, although we also appeal to
their identities - not only to the people they are right now, but also to the people they would
like to be.
• The Power of Associations: The most basic way to make people care is to form an
association between something they don't care about and something they do. We all
naturally practice the tactic of association. The caution here is to create new associations
that get past the old, common ones which have become diluted in value. (The authors call
this "semantic stretch" when the superlatives of one generation - groovey, awesome, cool,
phat - lose punch.) A prime example of overcoming a tired phrase with new emotional
resonance is the case of "sportsmanship." This term had become a tired phrase, which
acquired too many meanings to become emotionally powerful. For example, it had come
to mean "prizes given to those who lost the game." An advocate for true sportsmanship
refocused the emotional appear of the concept by calling it "honoring the game." If people
care about sports, then they care about the game.
• Self-Interest: Another way to make people care about ideas is to appeal to their self-interest.
A common error is to emphasize features over benefits, e.g., tell people you have the "best
seed", instead of that it will give them the "best lawn", which is what they truly care about.
In general people selling an idea resist talking about self-interest: Yet an appeal with the
word "you" throughout, instead of a generic "people" is always much more successful.
PRINCIPLE 6: STORIES
• Stories drive action through simulation (what to do) and inspiration (the motivation to do
it). Springboard stories help people see how an existing problem might change. Hearing
stories acts as a kind of mental flight simulator, preparing us to respond more quickly and
effectively.
• "Those are the six principles of successful ideas. To summarize, here's our checklist for
creating a successful idea:
• a Simple Unexpected Concrete Credentialed Emotional Story.
• A clever observer will note that this sentence can be compacted into the acronym
SUCCESS.
• A key to making an idea sticky is to tell it as a story. Stories encourage a kind of mental
simulation or reenactment on the part of the listener that burns the idea into the mind. For
example, a flight simulator is much more effective than flash cards in training a pilot. The
hard part about using a story is creating it. The best way to use a story is to always be on
the look out for them. Most good stories are collected and discovered, rather than produced

By: Dr M H Lakdawala [email protected] 41

 de novo. For example, Subway's powerful story of Jared, a man who lost 245 pounds by
eating at the restaurant was discovered. (Compare the resonance of his story with the
tagline they originally wanted to use: 6 under 7, i.e., six sandwiches with less than seven
grams of fat.) The authors share the three major types of stories too look for.
• 1. The Challenge Plot: This is the classic underdog, rags to riches, or sheer willpower
triumphing over adversity. The key element of the Challenge plot is that the obstacles seem
daunting to the protagonists. E.g., Subway's Jared losing 245 pounds.
• 2. The Connection Plot: A story about people who develop a relationship that bridges a
gap -- racial, class, ethnic, religious, demographic, or otherwise. E.g., the Mean Joe Greene
commercial of the 1970s where he make friends with a scrawny young white kid. All
connection plots inspire us in social ways. They make us want to help others, but more
tolerant of others, work with others, love others.
• 3. The Creativity Plot: This involves someone making a mental breakthrough, solving a
long-standing puzzle, or attacking a problem in an innovative way.
• Here's how a story helps rid one of the Curse of Knowledge. When explaining how to solve
problems someone might say "Keep the lines of communication open." They are hearing
in their heads a song filled with passion and emotion. They're remembering the experience
that taught them those lessons -- the struggles, the political battles, the missteps, the pain.
They are "tapping" -- as describe in the first paragraph of this document. They need to
share the story of their trials. In fact, stories usually automatically meet other criteria for
making ideas sticky: They are almost always concrete, they are often emotional and have
unexpected elements. The real difficult is to be sure they are simple enough.

How to control your prospect's mind.

You need to accept that people are reading or viewing your Advertisements or your sales letters,
email, web copy, etc. by pronouncing your words in their heads. This means you are in the
"forbidden zone" and ready to re-wire their brains. Secondly keep in mind that as people read or
view, they think. People read your words and also ask questions, as if you were there to answer
them. Your job as a copy Writer is to anticipate those questions and answer them. Do so and people
will follow your commands.
You write your copy you are also asking yourself, "What is my reader thinking right now?"
This is much like trying to handle objections in a traditional sales call. The difference is, you are

By: Dr M H Lakdawala [email protected] 42

doing this in writing. Your customer isn't standing in front of you. He or she may be thousands of
miles away.
But that person is reading your words---voicing those words of yours in their head---and
that person is asking him or herself questions. Anticipate them and answer them and you will up
the odds in creating a sales letter that easily persuades.
Copy writers know that the target audience will obey their commands as long as they don't already
have a counter-suggestion in them to the contrary. They can tell you to "Go open the window," and
you will do just that UNLESS you have a counter-thought, such as, "But it's cold outside" or "I
don't have a good reason to open the window."
Don’t give them too many “reasons why you should buy” and you risk boring them,
overwhelming them, or irking them. Give them the “one command that always works” and they
will do your bidding. The trend with the best copywriters today is to pile on the reasons people
should buy the product being offered and to give an avalanche of testimonials to prove others love
the product. There is nothing wrong with this approach to creating sales letters that work as long
as it also contains the one hypnotic command that works. If you are selling laundry soap, you might
list numerous benefits and features, everything from “smells good” to “protects colors” to “gets out
stains” to “cheaper than the other brands” to “works in cold or hot water” to who knows what. But
what you want to focus on is the one thing that your laundry soap buyers want the most. Whatever
that is, create your hypnotic command based on it. In other words, if the one thing laundry soap
buyers want is “allergy free soap,” then pack all your Hypnotic Writing power into one line that
says that is what they will get from your soap. Even Allergy Free Soap Here would work as a
hypnotic line in that scenario. Anything else you say may be weak and even annoying compared to
telling your prospects the one thing they want to hear.
Finally, how do you write a hypnotic command? In short, write it the same way you do a
good headline: short, engaging, relevant to your audience. Think of what your prospects want and
give them one tight line that suggests you have it for them.

How to change perception

So how do you change the perceptions of your readers? You do it by putting things into perspective
before you state them. Say your product costs well over one thousand dollars. Before
you tell prospects the price, prepare their mind for what you are about to say:

By: Dr M H Lakdawala [email protected] 43

You might point out that if they bought your product at a retail store, it would cost five thousand
dollars. You might point out that if they had to create this product on their own, it might cost them
10 grand. You might point out that if they spent all the time and energy to create the product that
you did to create it, it would have cost them thousands of dollars, months of work, and many
sleepless nights.
`In short, pave the way for your price by making it look small compared to something more
expensive. Again, don’t lie. Tell the truth. Think about what it would take for your reader to make
or acquire or even do without your product. Describe all of that. Then tell your price. This secret is
known as contrast. Scott Plous, in his book The Psychology of Judgment and Decision Making
says, “For example, real estate agents sometimes exploit the contrast effect by showing buyers a
run-down or overpriced property before they show the home that is under serious consideration.”
John Burton, in his heady book States of Equilibrium says people do not move toward
success (pleasure) or away from failure (pain).He writes: “Rather, we move toward or away from
the states of mind that we associate with success or failure.” What does that mean? It means your
reader has a mental concept about your offer, your price, and your product. All of those concepts
are perceptions, not reality. They are mental associations based on how you described your product,
price, and offer. You can influence and even change your reader’s perceptions—their reality—by
how you describe your product, price, and offer. You also influence how they will feel about your
product, price, or offer by what you say before you ever describe them.
Again, when you paint a picture of life without your product, and then you paint a picture
of life with your product, you’ve drawn a contrast and set up a perception. You can influence how
your reader feels about your product this way. Remember, when you are writing, you have the
power. You can influence how your reader perceives your message by how you describe it and
what you compare it to

Emotionality, Storytelling
If you’ve got a great product or a killer service, why do you need a brand story? You only have to
look as far as your local café or boutique fashion labels to see that not all brands are created equal,
and what usually separates the successes from the failures is a good story. The story makes the
product better. Your brand is a story. A window on awareness. More than just a logo or a price
ticket. That story is shaped by the experiences people have around everything you do, from typeface
to copy and even how they felt and what they saw on their very first shopping
Using Stories to Communicate Strategic Messaging

By: Dr M H Lakdawala [email protected] 44

Storytelling is so helpful—and often necessary— in making your message come alive. It is based
on three observations:
a. First, stories are powerful. According to an extensive research in psychology and
elsewhere that shows how stories are orders of magnitude more powerful than sets of facts,
no matter how those facts are packaged. Orders of magnitude! Stories are superior to facts
in gaining exposure, activating social media, communicating information, being
remembered, creating involvement, persuading, inspiring and more. Listing just the simple
facts would gain much less attention and have far less impact than brand compelling
stories. If you have facts to communicate, your best strategy is to find or create a story that
allows the ultimate message to emerge, or at least motivates the facts so they are more
likely to be heard. Find a way to turn the facts into a story, perhaps by telling how a program
started, how a new process yielded a superior product, or how a customer used that product
to accomplish a difficult goal. Or find a story that can otherwise put the facts into an
interesting and relevant context.
b. Second, content is king in the digital age, and stories are the key to content. The social-
media audience isn’t passive; it is in control. It involves itself in messaging only when it is
intrigued by content. Thus, content drives success in this new era—and content, in turn, is
all about stories. Facts, no matter how compelling, rarely gain the attention or processing
necessary to emerge from a crowded media landscape. Stories provide a way to break
through all the distractions, disinterest and content overload and make an audience take
notice. People perk up when they hear someone say, “Let me tell you a story.” Because a
story is much more likely to be involving than a set of facts, it can also keep people’s
attention and linger in their memory. Partly because organizations feel pressure to be
relevant in the digital era, stories have become a hot topic in marketing communication.
Many firms have added processes and structures that enable them to find, create and
evaluate strong stories. They have also added journalists and filmmakers to their staffs to
present these stories in a compelling way. The agency world now includes communication
firms staffed by former top journalists who help organizations and their leaders with these
tasks.
c. Third, communicating a strategic message is extremely difficult, especially amid the
media clutter of the digital world. Your customers and employees are often not that
interested in your strategic message, or even in your organization, brands, products or
services. The story’s role is to provide that missing interest. Customers and employees may
also view your strategic message as lacking authenticity and credibility. An effective story

By: Dr M H Lakdawala [email protected] 45

 reduces this risk because the story’s heroes and plot become the focus, and counter-arguing
becomes much less likely.

MODULE 3
Copy writing style of current advertising campaigns of the of
the best advertising agencies for their clients.

Module 3 is exclusively for classroom exposure of the best

campaigns, and case studies.

MODULE 4
Writing copy for various Media

a. Print: Headlines, sub headlines, captions, body copy, and

slogans

WRITING THE PRINT COPY

Here are the top tips for writing a successful print advertisement:
1. Put a benefit in your headline. Sometimes a clever or humorous headline can be effective,
but it's a gamble. For every humorous headline that does work well, there are hundreds that
do not. Clever headlines often make the copywriter or agency look good — “Aren't we
smart!” — but do little to sell the product. A more surefire approach to creating a winning
ad is to put a benefit in the headline.
2. Make your ads easy to skim. These days, everyone is busy, especially business people.
So make it easy for readers to skim the ads and still get the message. Use bullets, subheads,
bold and underlined text, and descriptive visuals to quickly communicate the key points.

By: Dr M H Lakdawala [email protected] 46

 3. Use customer testimonials. These are extremely effective in ads, yet rarely used. Think
about it. Your customers expect you to be biased. But they will trust their fellow customers
to be impartial.
4. Focus on the customer. As with any promotional piece, answer the reader's question:
“What's in it for me?”
5. Use Y words. An ad is no place to sound self-absorbed. Use words like “you” and “your”
to describe the benefits rather than “we” or “our.” For example, “You will write 50%
faster” is much stronger than “Our training program improves writing productivity by
50%.”
6. Spend time on the headline. This is by far the most important component of an ad. Spend
the time necessary to get it right. Brainstorm. Develop a list of possibilities. Scrutinize each
one until you come up with a potential winner. The body copy and visuals may be
important, but it's the headline that will often make or break your ad.
7. Be your own worse critic. Imagine your ad on a page cluttered with other ads and articles.
As the reader, ask yourself: “Would I notice and read this ad?”
8. Put a coupon in your ad. That's what copywriting legend Bob Bly advises in his
book,Business-to-Business Direct Marketing. “Coupons visually identify your ad as a
direct response ad, causing more people to stop and read it or at least look at the coupon to
see what they can get for free.”
9. Hit a home run with the body copy. If the prospect notices the headline and starts to read
your body copy, this is your chance to convince him or her to act. Give it your best shot
with the most persuasive body copy you can write.
10. As you write the ad, try to think of a visual that will support the key messages and help
make the ad better and more effective. Don't leave this up to the designer — he or she may
not be knowledgeable in print advertising and may mistakenly use a visual that competes
with rather than complements your key messages. The best visuals illustrate the benefit in
some way.

Elements of Print advertisement

Advertising Print ads are an effective, affordable advertising medium you'll usually find in
magazines and newspapers. If you're an ad agency copywriter, freelance copywriter or small
business owner managing your own ad campaign, these elements show you how to write print ads
that help you reach customers and get sales:

By: Dr M H Lakdawala [email protected] 47

 1. Headline: Your headline is the first line of copy your reader is going to see in your print
ads. A strong headline will hook the potential customer and compel them to read more
about your products and services. Should be functional by getting the reader into the copy.
Heads need not be cute, memorable, witty, dramatic or even exciting. 5 to 15 words are
reasonable. Should be graphically balanced with other ad components. Generally up to one-
third of the entire space (Rule of thirds: l/3 for headline; l/3 for illustration, l/3 for copy
and signature.)
2. Subhead: You won't find a subhead in all print ads. A subhead is optional but its purpose
is to expand on your headline and draw your reader in even further
3. White Space: Just because you're buying a full-page print ad doesn't mean you have to
fill the entire page with text and images. White space is just as important to your print ads
as the copy you write. White space makes your print ads more visually appealing, which
will pull more readers into your ad. If your ad doesn't invite the reader in, they won't ever
make it to the end.
4. Images and illustrations: Images can dress up your ad, though, as long as you choose the
right image. Any images you use should go hand-in-hand with your copy. They're not just
for decorative purposes. Photos are best for your print ads but you can also use illustrations
if your product is technical and photos wouldn't tell the story as well. You can use multiple
images as long as they are important to the ad, such as showing the product's uses. Just
don't overload your ad with images for the sake of dressing it up.
5. Body Copy: The body of your print ads should be written in a conversational tone. Don't
overwrite your ad. You have a very limited space to write your copy. Make each word
count. Every sentence should explain what it is you're selling and why the customer should
choose you. Your customer has a problem, such as bad breath, a boring car or a bulging
waistline. You're offering the solution in your print ads, such as breath mints, a new sports
car or low fat chips. Most print ads you'll find in magazines keep the copy brief, unless
you're talking about a medical ad that requires legal information on the drug and its side
effects to be disclosed. Take a look at a print ad for any prescription drug to see an example.
Print ad copy doesn't have to be long. You're not writing a book and trying to cram every
single copy point about your company into the ad. Take a look at print ads in the magazines
or newspapers you want to advertise in. Make note of how long the copy is to see what
your competition is doing. Even if these ads aren't selling what your company does, they
are still your competition because you're competing with them for the customer's attention.

By: Dr M H Lakdawala [email protected] 48

 If your print ads are filled with text from top to bottom and they're placed next to an ad
with images and brief copy, your ad is likely to go unread.
Body Copy Content: Should contain description of the offer (size, colors, materials, cost);
• benefits of the offer; and proof of the claims (in case of comparisons, for example).
• Should lead the reader to action: What are they to do? Call, visit, buy? Ask for
the order! Create a sense of urgency!
• Should include enhancements or items that reduce risks.
• Mention money-back guarantees, warranties, payment facilitating terms (e.g. pay
with Visa or MasterCard), options (sizes, etc.), incentives or savings to received.
• Avoid needless background, self-legitimizing copy about the company (unless
relevant to the sale).
• Never write negative copy--positive copy gets better results.
• Mention things such as pollution or inflation only if you can solve the problem;
don't ask readers to put themselves in a negative situation.
• Be wary of comparisons -- and never run down the competition. Stress how your
product is superior to others; make sure you can back up such claims if challenged.
• Use technical language sparingly, unless essential to reach your audience. Avoid
needless jargon. Whenever possible, use drama.
• Don't lecture your audience.

6. Signature: Optional slogan and logotype of the sponsor

7. Call to Action: What should the customer do now? If you don't tell them, they'll just put
your ad down and move on to something else. Tell them to call now, visit your website,
receive a discount for ordering before a certain date, get a free trial or offer a gift with their
order. You want to make your reader act now as opposed to whenever they get around to
it, which is usually never without a solid call to action.
8. Contact Information: Do not forget your contact information. Don't just include your
website because that is where you want people to go. Put every bit of your contact
information in all of your print ads. You want to give each customer every possible resource
to get in touch with you. Don't just assume everyone will want to visit your website or call
you because they saw your number on the print ad. Give the customer options so they'll
choose to contact you. Right now.
9. Mandatory: Required disclosures, terms and conditions. Listed at the bottom.

By: Dr M H Lakdawala [email protected] 49

THE HEADLINE PROVIDES THE “A” AND “I”
In copywriting, the attention and interest of the potential customer must be caught by the headline,
or the page will be turned and the possible sale lost.
The headline has 3 functions:
1. To capture attention.
Ex: India becomes VacciNation, Amul the taste of India
2. To awaken the interest of the reader in learning more about the product.
Example: Bartans 2 Curtans in 2 hours, shop.bigbazaar.com. Free home delivery
3. To select the special readers who might have a specific interest in what you are selling.
Example TANISHQ: Your old gold jewellery has spent decades in the locker get
100% Exchange value

Headlines may be classified by performance as follows:

HEADLINE TYPES
• BENEFIT
• NEWS AND INFORMATION
• COMMAND
• QUESTION
• REASON WHY
• CAUTION HEADLINE
• HOW-TO-TYPE
• SELECTIVE HEADLINE
• Solution to problem
• ADVICE HEADLINE
• GIMMICK HEADLINE

1. Promise of a Major Benefit: This is the safest, most widely used type of headline. And
for it to be as effective as possible, it must display the #1 benefit your prospect will receive
buy purchasing your product or service. The most effective way to determine this benefit
is to survey your customers - by phone, email, or postal mail. Ask them the top 3 reasons
for purchasing your product or service, and have them rank them in order. It's a good idea
to offer your customers an incentive for providing you with this information. Example:
Crocin: Give relief from headache in 10 mins

By: Dr M H Lakdawala [email protected] 50

 2. News or Information: Conveys real news or important information about a product.. If
your product or service offers something newsworthy, announce it in your headline.
Newsworthy is usually the introduction of a new product or the improvement of an existing
product. Here are some words you can use in your News Headline: New... Announcing...
Introducing... Finally... Just Released... Now... Now Available... At Last...Examples:
Introducing the new Samsung Galaxy Z Fold 3 5G, Rs 157999.
3. The Command Headline. The Command Headline tells your customer what to do. Your
command should encourage action by offering your prospect a benefit that will help them.
Effective Command Headlines start out with action verbs.
Examples:“Stop Baldness Today Before Your Head Looks Like A Bowling Ball”
4. Provocative: It must provoke the reader into probing further. It means startling or
interrupting in order to capture attention. If a provocative headline is used it must be
pertinent to the product. If it presents a question, the answer must lie in the subheadline or
body copy and in the product’s characteristics, features, and performance. Sometimes it
presents a contradiction or an apparent paradox to the reader, with the explanation provided
in the body copy. There are exceptions: Those messages where a headline and very
descriptive visuals are able to tell the whole story. The advertisement for HLL looking for
baby models – Headline – “Nude models wanted” Ad for Amitasha Foundation – Her
parents cursed the day she was born”
5. The Question Headline. The Question Headline focus on prospect’s self interest and ask
a question they want to know the answer to. The best type of questions to ask are questions
that get your prospect involved.
Examples: How do I know which mutual funds may be right for me?
6. The “Reason Why” Headline. With the “Reason Why” headline, you give our prospect
specific reasons why they should read your ad. “Reason Why” headlines are effective
because they contain facts and specific numbers. “Reasons why” headlines don’t need to
include the words “reason why”.
Examples: “7 Reasons Why IBM Provides You With a More Reliable System”
7. The How-To Headline. These two words -- “how to”, are very powerful words. You can
never go wrong using a How To Headline. (Over 7,000 book titles start out with How To.)
How To Headlines promise your prospect a source for information, advice, and solutions
to their problems. If you ever get stumped for a headline, use the How To Headline -- it
works! Examples: ♦ “How To Expand Your Customer Base and Increase Your
Profits”

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 8. Selective: Select a specific audience with specific language and words. The Malaya
Manorama ad, which addresses advertisers. The print ad starts with the headline which
says – “A few commandments to advertisers this Xmas.” Media planer ad of Eenadu
Pradesh.
9. Solution to a problem: This type of headline is a slight variation of the #1 benefit
headline. The problem solved by your product or service is the #1 benefit - it's just
presented in a problem/ solution format.
Example: "Now You Can Melt at Least 3 Inches of Fat from Your Waist in 30 Days or
Less - Guaranteed!" This headline presents the benefit of reducing fat in the waist as the
#1 solution to the problem of having excess fat in the waist area.
10. The Flag Headline: A flag is a phrase calling for the attention of a particular person or
group. Use a flag headline to attract your target audience - those most likely to buy your
product or service. For example…Attention: New Mothers! New Exercise Safely Burns
the Fat You Gained During Your Pregnancy in Less than 60 Days - Guaranteed!
11. The Warning Headline: This type of headline can yield tremendous results when use
properly. There are a few ways to use this approach. Your headline can propose a warning
to read your message before making a purchase. Or you can use the warning to flag a
specific audience.
The following example uses both of these techniques. * Warning: Dieters * Don't eat
another reduced calorie meal until you read this startling message… Why Your Current
Eating Habits May be Doing More Damage to Your Body Than Good!
12. The Testimonial Headline: This is simply a satisfied customer testimonial used as a
headline. Here's an example: "Big Boulder Protein Powder helped me pack on 11 pounds
of muscle and reduce my body fat by 6.4% in only 37 days, without changing my exercise
routine, and I'm convinced it can do the same for you too." The quotes around the headline
signify that it's an actual quote from a customer, giving it added validity.
13. Claim: Insist that this product has an outstanding record or performs in a certain way. It
should not be overly blatant and boastful, if so then it is called Horn-Blowing.
DHL: “when sending shipments to the US, more of India’s companies choose us”.
14. Advice or Promise: Promise a real benefit if the product is used. Ex: Don’t get a credit
card from us and you may end up with the wrong one in your hands - timesofmoney.com
ad.

By: Dr M H Lakdawala [email protected] 52

 15. Mood-Setting: Set a mood to create receptivity in the reader. Eg. The JW Marriott ad,
which uses the headline –“The earth is mostly water. So is the view from our hotel. A
picturesque scene of girl relaxing supports this

Sub-headlines

Sub-headlines are sectional headlines. There are over lines and underlines. An over line is a sub-
head that leads into headline. An underline is a sub-headline that follows the main headline and
leads the reader into the copy test. Generally the purpose of the sub-headline is to support the main
headline and complete the meaning of the headline. It may also be used to bring out related but
additional or different appeals. It can also be used to break up a lengthy copy.
Functions of Sub-headline:
•Include important information not communicated in the headline
• Communicate key selling points or information quickly
• Stimulate more complete reading of the ad

CAPTIONS:
Captions do form part of copy text. Captions are small sentences that seem to come out the mouth
of the people shown in the ads. Comic strip type of copy make use of captions. For example, you
must have come across such captions in the print ads of Tortoise Mosquito Coil.

Essentials/ Characteristics/ Attributes of a Good copy:

1. Be Concise
2. Be Simple
3. Be specific
4. Be Personal
5. Make it believable
6. Be clear
7. Make it interesting
8. Make it persuasive

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 9. Keep a surprise in the copy
10. Follow the headline and illustration.

BODY COPY
Body copy carries the selling message. Once the headline and visual have attracted attention and
aroused interest, the body copy attempts further to develop the interest of the potential customer,
to awaken the desire to own the product, and to close with a “call to action”. Body copy can be
extremely important to the success of an ad. It allows you to fully convince the target audience of
the benefits of the product. But unless you can get them to read it, it's a huge waste of your time
and your client's money. And most people won’t read body copy--in fact, 80% of readers won't
read it. So what do you do? You can leave it out of the ad and hope that the ad will compel readers
to seek more product information elsewhere (at the Web site, at the showroom, etc.) But sometimes
advertising is the most efficient way of communicating all the product information so you have to
write good body copy. In that case, you must try to entice readers into the body copy. And the best
way to do that is with a great "lead." This is the first sentence of the body copy. No matter what
style of copy you're writing, it should draw the reader from the headline and into the text.
The copy approach is the way the copy and its appeal are presented.
Copy approaches, various as they seem, can be grouped into three categories:
1) Factual, direct or rational approach
2) Narrative approach
3) Projective or emotional approach

1. Factual, direct or rational approach: “Factual Ads” focus on what you do and how you do
it. Example: LIC – The LIC ad states the benefits of the Komal Jeevan policy, the eligibility,
minimum sum assured, etc.
2. Narrative approach: Narrative advertising conveys the core message by telling a story.
People don't always react well to being told to buy a product. But, structural elements in the
narratives, such as the presence of a main character in a story and their actions in the plot,

By: Dr M H Lakdawala [email protected] 54

 enable a viewer to relate to the story in the ad, which in turn generates more positive feelings
in the viewer.
Ex: kotak Mahindra: A man joins a party and is bewildered by what he sees. He moves forward
in a daze and recognizes his own image as an old man. "Ek din, main apne aap se mila. Aur
apna bhavishya dekha." He dances together with his vision, and enjoys the carefree moment.
"Aatmanirbhar, surakshith. Azaad." They become the life of the party as... ...the MVO adds,
"Kotak Mahindra Life Insurance. Jeene ki azaadi." The ad uses the narrative approach to
emphasize the USP of Kotak Mahindra Life Insurance, i.e. Independence.
3. Projective or emotional or Passion approach
This approach puts the reader realistically into the situation, involving him emotionally through
a projected “factual story” or through fictional story about fictional characters. This approach
relies on the customer’s association with the characters in the story – as if it were happening to
him.
Eg. The emotional impact of this type is often felt in copy written about perfume,
cosmetics, lingerie, cars and travel.
McDonald’s ad.: A little boy takes a last look around his old home. Everything is being
packed up and stashed away to be moved Saying good-bye to his best friend he gets into
the car and they drive out. On the way, he spots a McDonald’s restaurant and....he recalls
all the fun they had here. The occasions celebrated and the good times come flashing back
to him. Cut to the new house. His sister drags him to the window to show him something.
The father draws a Mac logo in the air. As they look out, the kid sees a McDonald's
restaurant opposite and his gloom disappears. The ad ends with the jingle - McDonald's
mein hai kuch baat.

SLOGANS
A slogan is a small attractive phrase used in the ad to sum up the advertising message in a few
words. Ideally the slogan should be short, preferably 3 to 4 words.
The words must be simple, clear and easy to remember. It should be so designed that it can be
repeated , perhaps a year or years together. The slogan should be such that it can be used in any
media, whether on TV, radio, press and outdoor. Slogans are not easy to create.
Sometimes, they just come along but most often slogans are the result of hard work of days together
put in by the creative marketing people/advertising people.
Great slogans are like great ideas, they don't come overnight.

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Basis for writing a slogan: Techniques/factors
1. Slogans can be based on the Quality of the product.
Example: Mercedes Benz‘"Germany engineering"
2. Slogan can be based on the Life of the company.
Example: ‘A trusted household name for over fifty years’-Philips.
3. Slogans can be used to build Trust and confidence.
Example: ‘The name you can trust’- Mafatlal.
4. Slogans to guard against substitutes.
Example: ‘when it’s Philips, you can be sure’.
5. Slogans emphasizing sales of the product.
Example: ‘India’s largest selling soft drink concentrates’. Rasna.
6. Slogans emphasizing International reputation of the product.
Example: ‘The world’s favorite airline’- British Airways.
7. Slogans can place emphasis on Advanced technology of the company.
Example: ‘In tune with tomorrow.’- Bush.
Example: Dunlop is Dunlop, always ahead’.
8. Slogans emphasizing the use of the product.
Example: ‘A pocket doctor for aches and pains-Amrutanjan pain balm.
Example: ‘Real relief, real fast-Moov.
9. Slogans expressing Love and Affection
Example: ‘A gift for someone you love-Amul chocolates.
10. Slogans expressing Joy and happiness.
Example: ‘open happiness Coke
11. Slogans emphasizing the choice of specific class.
Example: Rolex: "A crown for every achievement"
12. Slogans emphasizing the comfort and convenience.
Example: Airbnb: "Belong anywhere"
13. Slogans based on pride and possession.
Example: BMW: "The ultimate driving machine"
14. Slogans emphasizing name of the brand company.
Example: ‘Only Vimal’

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 The twelve slogans of constructive persuasion:

1. Slogans are about you: Successful slogans tend to use the word ‘you’ some where in the
copy.
2. Slogan make promises
3. Slogans call for action
4. Slogans create ideals: Zindagi ke saath bhi Zindagi ke baad bhi.
5. Slogans are it: Go for it, It’s here, you can’t beat it.
6. Slogans are in a world of their own. Enter a new world of writing.
7. Slogan may rhyme: Top for shops, meals that appeal.
8. Slogans can be full of alliterations
Supremely Scottish Salmon
Buy better. Buy bigger, by far.
9. In order to sell, slogans don’t have to be clever.
The writer’s choice
The best pen you can buy.
10. Slogans conveniently package everything in one sentence.
Affordable reliability in your pocket.
11. Slogans repeat key word patterns.
The right price. The best quality.
12. ‘The’ slogan is king
The best; The one; the Answer, The shape.

Functions of Slogan:
The functions of an advertising slogan are to capture the attention of the target audience, create
brand awareness, communicate a brand's unique selling proposition, and differentiate the brand
from its competitors. Here are some examples of how advertising slogans fulfill these functions:

1. Capturing attention: A slogan that is catchy and memorable can capture the attention of
the target audience and create interest in the brand. For example, the slogan "Just do it"
by Nike is simple, yet powerful, and has become a part of popular culture.

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 2. Creating brand awareness: A slogan that is associated with the brand can help to create
brand awareness and increase recognition. For example, the slogan "I'm lovin' it" by
McDonald's is instantly recognizable and reinforces the brand's identity.
3. Communicating a brand's unique selling proposition: A slogan can communicate a
brand's unique selling proposition, or what makes it different from its competitors. For
example, the slogan "The ultimate driving machine" by BMW emphasizes the brand's
focus on performance and precision.
4. Differentiating the brand from its competitors: A slogan can help to differentiate the
brand from its competitors and create a unique brand identity. For example, the slogan
"Think different" by Apple emphasizes the brand's focus on innovation and creativity.
5. Capturing attention: The slogan "Because you're worth it" by L'Oreal Paris is memorable
and emphasizes the brand's focus on self-worth and empowerment.
6. Creating brand awareness: The slogan "Finger lickin' good" by KFC is catchy and
reinforces the brand's identity as a fast-food restaurant that serves delicious chicken.
7. Communicating a brand's unique selling proposition: The slogan "Save money. Live
better." by Walmart emphasizes the brand's focus on low prices and value.
8. Differentiating the brand from its competitors: The slogan "The king of beers" by
Budweiser emphasizes the brand's status as a premium beer and differentiates it from
other beer brands.

Jingles
Advertising jingles are short and catchy tunes that are used in advertising to promote a brand or
product. They typically include a simple and memorable melody, as well as lyrics that highlight
the unique selling proposition of the brand or product. Jingles are often used in commercials on
television, radio, and online, as well as in other forms of advertising such as billboards and print
ads.
The purpose of an advertising jingle is to create a memorable and recognizable sound that is
associated with the brand or product. The jingle may include the brand name or tagline, and can be
used to reinforce the brand's identity and build brand awareness. Jingles can also be used to create
an emotional connection with the audience, by using music and lyrics that evoke certain feelings
or emotions.

Some examples of well-known advertising jingles include:

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"I'm lovin' it" by McDonald's
1. "Washing Powder Nirma" - Nirma
2. "Mentos Fresh and Full of Life" - Mentos
3. "Jo biwi se kare pyaar, woh Prestige se kaise kare inkaar" - Prestige
4. "Humara Bajaj" - Bajaj
5. "Kya Aap Close Up Karte Hain?" - Close Up
6. "Taaza, Taaza, Taaza, har pal, Amul Taaza" - Amul
7. "Yeh hai Rishton ka time" - Titan watches
8. "Vicco turmeric, nahi cosmetic" - Vicco
9. "Buland Bharat ki Buland Tasveer" - Asian Paints
10. "Mile sur mera tumhara" - Doordarshan (a popular jingle from the 80s promoting national
unity and diversity)
These jingles have become popular and have helped to create a strong brand identity for the
respective brands. The catchy tunes and memorable lyrics have helped to promote the brands and
create a lasting impression in the minds of consumers.

b. Television

What Is an Advertising Storyboard?

A storyboard is a visual aid primarily used to plan out or prepare a television commercial, short-
film, or movie. Storyboards are useful in organizing sequences and steps and contain the flow of
several processes that include visual elements, text or dialogue elements, audio, and actions of
characters. Creating a storyboard can also help you plan for special effects, testing complicated
ideas on paper first versus at the actual filming location, and finally with validating continuity.
Storyboarding is a planning convention used in television, film, cartoons and even advertising. It
is the part of the pre-production process in which artists draw comic book-like representations of
what the advertisement will look like -- a series of panels that represent the planned shots that will
eventually be filmed. In advertising, storyboarding is not always a necessary step, but it may prove
useful when you finally reach the production stage of filming.

SEQUENTIAL OUTLINE:
A storyboard functions similarly to an outline of a story; it is a shorthand version of the final product
that you can use to plan ahead. Commercials, for example, work with limited time frames that are

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often no longer than 30 seconds. When you review the storyboard, you are able to estimate how
much time you have to convey your information. The storyboard breaks down the commercial shot
by shot, so you can determine how much time you can spend on each shot to keep the commercial
within its time constraints.
VISUAL GUIDE:
Storyboards also are used as a visual reference guide throughout the filming process. Since each
frame of the storyboard represents a shot in the advertisement, you can refer to the storyboard to
ensure two things.
• The first is that you get each shot that you need for the commercial without accidentally
leaving anything out.
• The second is that you frame and shoot each shot in the manner you had planned. You are
able to determine ahead of time how you will frame the subject, capture any movement
and move the camera, and then simply do so according to your own instructions on the
storyboard.
TIME TO REVIEW:
The storyboard serves as your final opportunity to review your concept and make any changes
before production happens. Think of it as your last line of defense. After the storyboard is approved,
you can always make changes, but doing so during the filming process may cause delays. With
your storyboard, you can ensure that you have everything you need, like props, set dressings and
on-screen talent, as well as ensuring that the advertisements message comes across strongly through
your visual storytelling. It is your way of visualizing the final product before going through the
motions of actual production.
Despite their common use, storyboards are not always required for a project, particularly an
advertisement. For example, an extended infomercial -- particularly one that is filmed before a live
audience -- does not necessarily lend itself to being extensively planned ahead of time. Even when
you do storyboard, there are no set rules regarding your methods or how elaborate it is. Your
storyboard may be as simple as a few simple stick figures and arrows. As long as it gives you the
information you need, you can prepare your storyboard in any way you see fit.

Storyboarding Techniques
The storyboard technique was borrowed from the motion picture industry. Each sheet is brought to
life with just enough detail and means the same thing to all viewers. Gallery effect shows the whole
overview of concept design. Storyboards are an invaluable tool for designers — especially for those

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who create music videos and advertising. They are a vital means of not only helping you visualize
your earliest ideas, but also charting the road to a finished product.
It doesn’t matter what form storyboards take — rough sketches or highly rendered digital images
— it’s about mapping a course that gets you as close to “Z” as possible. “Ultimately, storyboarding
becomes the blueprint for the entire process, and serves as a roadmap for when you get into
production.”

Use the Method that Suits Your Project Best

There are a lot of techniques to storyboard with variety of approaches: pencil and paper, reference
images, Photoshop, and some times 3D programs, like Cinema 4D, to help visualize anything that
needs to be a 3D effect. With so many tools out there, it’s always best to use the one that suits your
creative process, but is also ideal for meeting the goals of your clients.
1. Don’t Forget the “Story” Part of “Storyboard”: It’s easy to think otherwise, but
storyboarding isn’t about creating images. It’s about creating images to tell a story. It
doesn’t matter if you design the most beautiful storyboard images ever. That work will be
ineffective if it doesn’t advance the story in an interesting way.
2. A Story Needs a Framework, Not Just Cool Moments: “Choose Your Own
Adventure” format, helps to figure out how to harness the multiple paths and possibilities
the story required. “There is a giant wall of Post-it notes in different colors,” the process
which wound up yielding dozens of what are called “cool moments” pinned to the wall.
They were just all over the place. He finally cracked the story once he realized he needed
an arc to rein in all those moments.
3. Storyboarding Is a Collaborative Process: Storyboarding is not something which
should be siloed — especially when working with clients. “We don’t like to go in our cave,
work on something for three months, then come back out and say, ‘Here it is! It’s all
done!’” With ads and music videos, you’re creating something for someone else, not
yourself. “It’s vital for the other party to be involved in the process, so they feel like they’re
building the work with you, and are more invested in the end product.”
4. No Idea Is Too Precious: A key element of Blind’s storyboarding process is
disposability. No idea is locked into, because it’s creatively limiting. “Early in the process,
we can use Post-it notes and Sharpie pens,” “Because you can draw up a sequence fairly
quickly — even if it’s not refined — and because it’s on a Post-it note, that idea is not very
precious.” It enables them to put up brainstormed sequences, then easily take them down,
throw them out, and re-sketch. When you make an idea and you treat it like your baby, it’s

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 sometimes hard to let go. “If you approach the design process as an iterative process, and
don’t commit to the very first idea you create, then you open up the door to being able to
create really stellar and amazing ideas.”

Balance between words and visuals / Power of silence

Data of psycho physiological measurements such as eye-tracking and skin-conductivity results
show that visual attention should be equally balanced between video and print content for lengthy
texts, whereas short texts with an increasing number of images caused subjects to look longer and
more often at the video. Both video and text recognition were better on lengthy texts. Subjective
cognitive workload data shows that lengthy texts resulted in higher ratings for psychological stress
than short ones did. We conclude that variable text influences visual attention, memory, and
cognitive workload more than pictorial information does; this conclusion supports the limited
capacity model.
Audiences often establish a relationship with a product by relating it to something they
already know. American Express has built a powerful emotional connection with its audience by
turning a green piece of plastic into a symbol of personal service and trust. The company’s ability
to answer the "who," "why," and "how" questions in extraordinary detail allows them to present
their products with confidence and specificity, two attributes that build long-term, trusting
relationships.
Audiences relate to personalities, and every product can be infused with one, whether it’s
made from sheet metal or vapor (as in Vicks). Sometimes, we establish a specific personality type
to affirm an audience’s belief about a product. Or, we add depth to the relationship by introducing
a surprising aspect of the product’s persona. Interestingly, we’ve found that even "aloof" can be
valuable—building a sense of scarcity and desire, if used correctly.
Coca-Cola, the perennial winner of the cola wars, has always sought to present itself as confident
and friendly. Pepsi, on the other hand, has consistently adopted a more energetic persona, as it
sought to play catch up.
FRAMING / COMPOSITION: Framing and composition must reflect a product’s
personality. Doing this effectively requires a well-designed visual hierarchy. Is the most important
feature in the proper area of the frame? This is guided by the Golden Rule, developed by
Michelangelo and Leonardo da Vinci, which defines the four points of intersection within an image
that are of greatest interest to the eye. Are we effectively communicating the product’s personality,
through our choice of framing and angle? Have we provided enough environment to create

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understanding for and connection with the audience? Keeping these concerns, and a host of other
subtle references, in balance allows composition to play its essential role in building a product’s
relationship with its audience. Get it wrong and you isolate when you should be connecting.
In the multi award-winning Old Spice spot, "The Man Your Man Could Smell Like," the
Old Spice product is in frame for about 10 of the commercial’s 30 seconds. In that time, it is never
shown close enough to read the product label, but it is always in the area defined by the Golden
Rule as being of maximum interest. That piece of composition is no accident. Consumers
understand you need to show them your product, and usually want you to as well. But they want
you to make it worth their while, preferably on an emotional basis.
Now that you are thinking about what the right ratio is when it comes to balancing text and
visuals, think about how you are going to achieve it. Even some of the best-designed design outlines
will feel a little out of whack once elements are placed on the screen or page.
Here are a few tips to think about when it comes to creating balance.
1. If you don’t need words, don’t use them.
2. Present visual information, visually. Don’t describe things that you can show.
3. Don’t use unnecessary words or repeating images.
4. Make text visual or turn visuals into text if design feels lopsided.
5. If you don’t know how much text you need, aim to an equal surface area for visuals and text
to create an “obvious balance.”

GUIDELINES FOR WRITING TELEVISION COPY

1. Use the video.
2. Support the video. Make sure that the copy doesn't simply hitchhike on the video.
3. If all the copy does is verbally describe what the audience is watching, an opportunity
to either communicate additional information or strengthen the video communication
has been lost.
4. Coordinate the audio with the video.
5. Sell the product as well as entertain the audience.
6. Be flexible. Due to media-scheduling strategies, commercials are produced to run as
10- 15-, 20-, 30-, or 60-second spots. The copywriter may need to ensure that the audio
portion of an ad is complete and comprehensive within varying time lengths.
7. Use copy judiciously.
8. Reflect the brand personality and image.

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 9. Build campaigns. When copy for a particular advertisement is being written, evaluate
its potential as a sustainable idea.

Message strategy

Deciding the message is the one of the important activity in the advertising decisions, it
includes:
1. Message generation
2. Message evaluation and selection
3. Message execution
4. Social responsibility review
Message generation:
An important component of communication is the message what is said or written. In order to
understand communication, it is useful to understand the characteristics of messages and how to
construct the most effective messages.
Advertising people have proposed different theories for creating an effective message.
• Reeves of the Ted Bates advertising agency favoured linking the brand directly.
• Leo Burnett and his agency preferred to create a character that expressed the product’s
benefits.
• The Doyle, Dane and Bern Bach agency favoured developing a narrative story with a
problem, episodes related to the problem and outcomes.
Whatever the method is used, creative people should talk to consumers, dealers and experts and
experts, to have suitability to the message and to understand likes and dislikes of the customers and
the middlemen’s.
Some creative people use a deductive framework for generating a advertising messages.
John Maloney proposed one framework, he saw buyers as expecting one of the four types of reward
from a product:
a. Rational
b. Sensory
c. Social
d. Ego satisfaction
Buyers might visualize these rewards from:
1. Results of use experience
2. Product in use experience

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3. Incidental to use experience.
Crossing the four types of rewards with the three types of experience generate twelve types
advertising message.
For example the appeal ‘get cloths cleaner’ is a rational reward promise following the results of use
experience.
Message Appeal:
Message appeal is the feature that brings about attitude change on the part of the audience; the
message appeal can be:
a. Informative message: This is to create awareness and knowledge of new products
or new features of existing products or service.
b. Persuasive message: This type is to create liking, preference, conviction and
purchase of product or service.
c. Reminder message: This type is to create liking, preference, conviction and
purchase of product or services.
d. Reinforcement message: This is to convince current purchases that they made the
right choice.

Television Advertising Formats:

Because of the broad creative capability of the television medium, there are several alternative
formats for a television ad:
1. Demonstration. Demonstrating a brand in action is an obvious format for a television ad.
Brands whose benefits result from some tangible function can effectively use this format.
Demonstration with sight and sound lets viewers appreciate the full range of features of a
brand.
2. Problem and Solution. A brand is introduced as the savior in a difficult situation. This
format often takes shape as a slice-of-life message, in which a consumer solves a problem
with the advertised brand. A variation is to promote a brand on the basis of problem
prevention.
3. Music and Song. Many television commercials use music and singing as a creative
technique. The beverage industries (soft drinks, beer, and wine) frequently use this format
to create the desired mood for their brands.
4. Spokesperson. The delivery of a message by a spokesperson can place a heavy emphasis
on the copy. The copy is given precedence over the visual and is supported by the visual,

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 rather than vice-versa. Expert, average-person, and celebrity testimonials fall into this
category.
5. Dialogue. As in a radio commercial, a television ad may feature a dialogue between two
or more people. Dialogue format ads pressure a copywriter to compose dialogue that is
believable and keeps the ad moving forward. Most slice-of-life ads in which a husband and
wife or friends are depicted using a brand employ a dialogue format.
6. Vignette. A vignette format uses a sequence of related advertisements as a device to
maintain viewer interest. Vignettes also give the advertising a recognizable look, which
can help achieve awareness and recognition. The Taster's Choice couple featured in a series
of advertisements in the United States and Great Britain is an example of the vignette
format.
7. Narrative. A narrative is similar to a vignette but is not part of a series of related ads.
Narrative is distinct in that it tells a story, like a vignette, but the mood of the ad is highly
personal, emotional, and involving. A narrative ad often focuses on storytelling and only
indirectly touches on the benefits of the brand. Many of the "heart-sell" ads by Kodak and
Hallmark use the narrative technique to great effect.

c. Outdoor posters
The Basic Rule of Copy in Outdoor advertising:
The greatest masters of outdoor advertising strategies say it should not use more than seven words.
1. Brevity (conciseness): Brevity works wonders not only in billboard and outdoor ads, but
in slogans, jingles and TV commercials as well.
2. Why Only Seven Words? Outdoor media advertising is geared to target the population
that is always on the move. Those who are in transit do not have the luxury of time to read
your three sentences of a copy. Experts say even those stuck in traffic will not read more
than seven words of copy. Even if the billboard is at a stop light, people will not want to
read it if it has small paragraphs in small type. For companies with a complex brand,
product or service, industry specialists suggest steering away from billboards.
3. What should we omit? Omit any call to action and do not expect direct response.
Billboards are always just for a quick message. If you want a more intimate connection
with your target niche, go for print. It is also best to delete or edit any slogan that is too
much of a puzzle to read. Be clever, but do not be too complicated.

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 4. Do not use more than one point of contact: If your ad includes a phone number, street
address, directions to your location and a website, you have three too many points of
contact.
5. Donot not use starbursts: They make you look cheap. If what you put in this starburst is
that important, it should be the main message on your billboard.
6. Do not always include a call to action: As long as your billboard creates some sort of
emotional response, viewers will decide what action they want to take. If you don’t create
an emotional response, they won’t take any action at all.
7. Adding “call now” just tells viewers that you think they’re stupid and have no idea what
to do.
8. Identity: The viewer should be able to identity the advertiser’s message immediately.
While it’s not always necessary as the dominant design element, make sure your name,
logo and/or product are easy to identify at a glance.
9. No matter what the ad says, it’s only effective if you can read it.
10. Choose easy-to-read fonts, try to limit your copy to seven words or fewer (less is more in
this case), and consider allowing your logo to be modified by your outdoor advertising
professional for maximum legibility and impact.
11. Imagery: Large images, silhouettes, and isolating and cropping individual elements
increase impact. Avoid backgrounds with too much detail, which will distract from your
overall message.
12. Colors: High-contrast colors are very important to creating a powerful and effective
design. Use gradients sparingly, and avoid overwhelming the viewer with too many colors.
13. Legibility: No matter what the ad says, it’s only effective if you can read it. Choose easy-
to-read fonts, try to limit your copy to seven words or fewer (less is more in this case), and
consider allowing your logo to be modified by your outdoor advertising professional for
maximum legibility and impact.

d. Radio

WRITING RADIO COPY

1. Characteristics of Radio environment
1. Radio has been called the Rodney Dangerfield of media because it gets no respect from many
advertisers.

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2. Radio is capable of presenting words and “theatre of the mind: Radio is involving. More
than any other medium, radio, when it’s done well, gets the listener to participate. Amazing as it
seems, there was a time—before TV and way before the Internet—when radio was the economy’s
most important selling tool. Radio shows, adjusted for the context of their era, were pretty much
like TV shows have been for the last 50 years, but the medium required the audience to participate
by using its imagination. For advertisers, when the message and the presentation deliver, this
transaction still holds. People still get involved, even if they’re only hearing a commercial. Consider
this: here’s a medium that can get your prospects to immerse themselves in the world of your
advertising. When that happens, you’re more than halfway to a sale. Radio drama encourages and
develops internal visualization. Listening to radio drama is very like reading.
Unlike the visual media, radio drama requires no elaborate sets. The sets are created in the
audience’s mind and can be struck and rebuilt instantly. The set can change from the Amazon
jungle to the streets of New York in the blink of an eye. The possibilities are endless; anything that
can be imagined can be shown. Common ground is needed to bridge the gap between the media of
the eye and the media of the mind. Radio drama fiction written and produced to evoke mental
images in the listener's mind.
Radio drama, like reading, is a medium of the mind, where all actions, characters, settings,
and emotions must be imagined by the audience. No images are seen with the eye; instead, the ear
perceives sounds—words, sound effects, music—and the mind must create all images from these
sound combinations and sequences. Film and television dramas, on the other hand, are media of
the eye. Every action, emotion, and setting is seen. Little is left to the imagination. In
film, heard sound effects are only meaningful as they are tied to seen action. Words are used only
when an idea cannot be communicated by action. One reason listeners get involved with radio
advertising is a technique called Theater of the Mind. The listener imagines and, by imagining,
participates.

WRITING RADIO SCRIPT

1. When you place a radio ad, you're speaking to a captive audience: the listener has to
take an action (actively change the station) to pass by your ad. Because listeners are often
sitting alone (frequently in their cars), speak to them like you're having a one -on-one
conversation. Address them directly, and your message will get across.
2. On radio, you need to keep your message simple and focused: Choose one theme and
stick to it. Remember that it takes longer to say something out loud than it does to read it.

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 The average 30-second radio spot contains only about 70 words. Mention your company
name at least three times in those 30 seconds.
3. Different radio stations require different types of ads: In "Guerrilla Advertising," Jay
Levinson identifies two basic types of stations. "Background" stations are on in the
background and are typically music stations that are listened to passively. Foreground"
stations require active listening. They would include talk radio, all-news radio, call-in
shows, and the like. Make your ad sensitive to the format to keep the listener's attention -
don't use a "voice-only" ad on a music station; don't put a country and western jingle on a
classical music station; and don't use a music-driven ad on talk radio.
4. You have two basic choices when it comes to creating a radio ad: You can provide a
script and have it read by the announcer. Or you can provide a tape. If you choose the latter,
have a professional announcer read the copy; and consider using background music or
sound effects as a way of making the ad stand out.
5. Repetition is very important in radio: Because it takes several airings for the listener to
become familiar with your name and product or service. Frequency helps you break
through the clutter. Consider running your spots at the same time every day for a week.
Take a week off and then run it for another week.
6. Entertaining Commercials sell: Humor, much of the “mad variety, holds audience just as
well as the surrounding program material. Music is used skillfully to capture attention or
to create moods. The good radio writer knows that in this era of half-listening radio
audiences it is vital to give the listener just one principal idea to carry away. Details should
be kept to a minimum.
7. Words are your illustrations: Radio scriptwriter job is to make those-listening to your
commercial see the product through you’re his words alone, smell it, taste it, want it. If you
are asked to prepare radio commercials for an automobile you must deftly use description,
put your audience in the driver’s seat of that car-make them feel its surging strength-its
ease of handling-make them see its handsome lines. Description is vital in a great many
radio commercial. In radio the writer is the artist as well as the writer.
8. Try them out loud: The one most important rule to learn about writing for radio is that
every single word you set down on paper for use over the air must be read aloud by you
before you give it your personal approval.
9. Length of words and sentences: Short words are usually the best radio words. Regardless
of their pronunciation or ease of understanding, words that contain more than three of four
syllables should be used only when absolutely necessary. Thus a “great car” is better than

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 “an exceptional car”- “Lovely” preferable to “beautiful”- “ good” to “ outstanding”, and so
on
1.

Digital: email, web pages

Guidelines for Good Writing are Good

Conventional guidelines include carefully organizing the information, using words and categories
that make sense to the audience, using topic sentences, limiting each paragraph to one main idea,
and providing the right amount of information. one can't just throw information up there and clutter
up cyberspace. Clarity and quantity-providing the right amount of information-are very important.
• Users do not read on the Web: instead they scan the pages, trying to pick out a few
sentences or even parts of sentences to get the information they want.
• users do not like long, scrolling pages: they prefer the text to be short and to the point
• Users detest anything that seems like marketing fluff or overly hyped language and prefer
factual information.
• Users Want to Search: Upon visiting each site, most surfers want to start with a keyword
search. A good search engine is key for a good website. This enhances the visibility of web
page on the search engines, thereby increasing success rate
• Write copy that is keyword rich: Write copy around the in-demand keywords for your
product or service.
• Waiting is Unpleasant: Users think waiting for downloads and search results is boring
and a waste of time.
• Outbound Links Can Increase Credibility: Users rely on hypertext links to help assess
credibility of the information contained in websites.
• Offer warranties: Since customers can not touch, feel or try the products chosen on
Internet, companies that have online shops should offer warranties for products sold. This
practice increases customers’ confidence thereby their willingness to buy on Internet.
• On Internet, a picture or description will replace the physical product: Providing
complete and relevant product information is crucial in order for the customers to get a
realistic picture of the product and to make the product offered more attractive.

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 • Users Want to Get Their Information Quickly: Users like well-organized sites that make
important information easy to find. Web users are under emotional and time constraints.
The most important thing is to give them the information fast.
• Credibility is an Important Issue on the Web: Exactly who the publisher of a particular
site is-and who the sources of information in the site are-may be unclear to users. Therefore,
the sources' motivations, qualifications, and trustworthiness are unclear. All of this causes
users to wonder about the credibility of websites.
• Text Should be Scannable: Scanning can save users time. Users always approached
unfamiliar Web text by trying to scan it before reading it. Elements that enhance scanning
include headings, large type, bold text, highlighted text, bulleted lists, graphics, captions,
topic sentences, and tables of contents.
• Text Should be Concise: Consistent with users' desire to get information quickly is their
preference for short text.
• Users like Summaries and the Inverted Pyramid Style: Web writing that presents news,
summaries, and conclusions up front is useful and saves time. Most users like the ability to
read a summary and then go to the article if I'm interested." A news story written in the
inverted pyramid style (in which news and conclusions are presented first, followed by
details and background information), is always preferable.
• Hypertext is Well-Liked: The incredible thing that's available on the Web is the ability to
go deeper for more information. Internet users like hypertext. Links are a good thing. If
user just want to read the page they're on, fine, they're not losing anything. But if users
want to follow the links, they can. That's the great thing about the Web.
• Graphics and Text Should Complement One Another: Words and pictures can be a
powerful combination, but they must work together. Internet Users don't ever want to see
a picture without a caption beneath it. Graphics that add nothing to the text are a distraction
and waste of time. A graphic is good when it relates to the content.
• Avoid jump (anchor) links except on long pages such as FAQs: Research shows that
today’s web users don’t mind scrolling if the content is useful and easy to scan. Anchor
points just make pages longer, and are used too often on pages that are already a reasonable
length.
• Keep your content up to date: Out-of-date content reflects poorly on the user’s overall
opinion of the website

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 MODULE 4-2
Writing copy for various audiences

Psychographics are a way to measure consumers’ beliefs, opinions, and buying habits. Rather than
demographics which use age, income, gender and other quantitative data, psychographics provide
a way to understand more qualitative data. Psychographics can be extremely helpful to predict
differences in buying patterns and stimulating ideas for communicating with the target group.

a. Writing copy for children

Factors to keep in mind while writing copy for children

When writing advertising copy for children, it's important to keep in mind that kids have a different
perspective than adults. Here are some tips for writing effective advertising copy for children:

1. Innocence like approach: using an innocent and childlike approach that speaks directly
to their imagination and sense of wonder. Children love to play and have fun, so try to
incorporate playfulness and humor into your copy. Use bright colors, fun illustrations, and
playful language to capture their attention.
2. Use age-appropriate language: Use language that is appropriate for the age group you
are targeting. Avoid using complex words or phrases that might confuse or bore children.
3. Make it fun: Children love fun and excitement, so try to incorporate elements of
playfulness and humor into your copy. Use bright colors, catchy slogans, and fun characters
to capture their attention.
4. Keep it simple: Keep your message simple and straightforward. Children have short
attention spans, so try to convey your message in a few simple sentences.
5. Be clear: Be clear about what you are offering and what the benefits are. Explain how your
product or service can help solve a problem or make their lives better in some way.
6. Use visuals: Children respond well to visuals, so use plenty of images and illustrations to
help tell your story. Use bright colors and bold graphics to grab their attention.

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 7. Avoid misleading claims: Be honest and transparent in your advertising. Avoid making
claims that are misleading or exaggerated.
8. Consider safety: If you are advertising a product for children, make sure that it is safe and
age-appropriate. Avoid promoting products that could be harmful to children.
9. Appeal to their imagination: Children have a vivid imagination, so use storytelling
techniques to engage them. Create a sense of adventure and excitement, and encourage
them to use their imagination to explore the possibilities.
10. Keep it age-appropriate: Tailor your message to the age group you are targeting. Use
language and themes that are appropriate for their age and interests.
11. Use social proof: Children are influenced by what their peers think and do. Use social
proof, such as testimonials from other children, to show that your product or service is
popular and well-liked.
12. Incorporate education: Children are always learning, so consider incorporating
educational elements into your advertising copy. This could be in the form of fun facts,
quizzes, or puzzles.
13. Consider the platform: Depending on the platform you are using to advertise, you may
need to adjust your message. For example, if you are advertising on a mobile app, your
message may need to be shorter and more visually focused.
14. Involve parents: Children often rely on their parents' opinions and guidance. Consider
incorporating messaging that speaks to parents, such as emphasizing the safety or
educational benefits of your product or service.
15. Be respectful: Children are a vulnerable audience, so it's important to be respectful and
mindful of their feelings. Avoid using scare tactics or making them feel anxious or fearful.

Overall, writing advertising copy for children requires a delicate balance of creativity, age-
appropriateness, and responsibility. Keep your message fun, engaging, and positive, and always
prioritize the well-being of your audience.

Remember, when writing advertising copy for children, you are communicating with a unique and
impressionable audience. Keep your message positive and uplifting, and make sure that it resonates
with their interests and needs.

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b. Writing copy for Youth

The essentials of writing a good copy for writing copy for youth:

When writing advertising copy for youth, it's important to understand their mindset and
motivations. Here are some tips for creating effective advertising copy that resonates with
young audiences:
1. Use their language: Use the language that young people use, and avoid jargon or overly
formal language that may sound outdated or unrelatable to them.
2. Speak to their aspirations: Young people are often looking to the future and have big
dreams and aspirations. Use language and messaging that speaks directly to their goals
and aspirations.
3. Be authentic: Young people value authenticity and transparency. Avoid making claims
that you cannot back up or using messaging that feels inauthentic or contrived.
4. Use visuals: Young people are highly visual and respond well to images and video
content. Use visually engaging content to capture their attention and draw them into your
message.
5. Use social media: Social media is a powerful tool for reaching young audiences.
Consider using social media platforms to distribute your advertising copy and engage
with your audience.
6. Emphasize social responsibility: Young people are often passionate about social justice
and environmental issues. Incorporate messaging that emphasizes your company's social
responsibility or environmental sustainability efforts.
7. Use humor: Humor is a great way to connect with young people and make your message
more memorable. Use humor that is appropriate for your target audience and aligns with
your brand values.
8. Focus on personalization: Young people value personalized experiences and messaging.
Use data and insights to create personalized advertising copy that speaks directly to their
interests and needs.

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 9. Incorporate user-generated content: Young people value the opinions of their peers.
Consider incorporating user-generated content, such as testimonials or reviews from
other young people, to build trust and credibility with your target audience.
10. Use influencers: Influencer marketing is a popular way to reach young audiences.
Consider partnering with influencers who align with your brand values and can help
amplify your message to their followers.
11. Use social proof: Social proof, such as ratings and reviews, can help build trust and
credibility with young audiences. Incorporate social proof into your advertising copy to
help convince young people that your product or service is worth trying.
12. Use calls to action: Young people are often very action-oriented. Use clear calls to action
in your advertising copy to encourage them to take a specific action, such as visiting your
website or making a purchase.
13. Use micro-influencers: Micro-influencers have smaller followings than traditional
influencers, but they often have a more engaged and loyal audience. Consider partnering
with micro-influencers who have a strong connection to your target audience.

14. Be inclusive: Young people value diversity and inclusion. Use advertising copy that
reflects and celebrates diversity, and avoid messaging that could be perceived as
exclusionary or discriminatory.
Overall, when writing advertising copy for youth, it's important to keep in mind their unique
perspectives and values. Use language, messaging, and tactics that are relevant and relatable to
young people, and always prioritize authenticity and transparency in your communication.
Remember, when writing advertising copy for youth, it's important to keep their perspective and
mindset in mind. Use language and messaging that speaks directly to their aspirations and values,
and always be authentic and transparent in your communication.

c. Copy for Women- Home makers, modern women

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When writing advertising copy for women, it's important to take into account their unique
perspectives, interests, and values. Here are some tips for creating effective advertising copy that
resonates with women:

1. Speak to their emotions: Women are often motivated by emotions, such as love,
empathy, and compassion. Use language and messaging that speaks directly to their
feelings and emotions.
2. Be sensitive: The copy should be need to be sensitive to them. Your services need to
reassure a woman that you will be around in a predictable way when she needs help.
3. Use inclusive language: Women value diversity and inclusivity. Use language that is
inclusive and avoids stereotyping or marginalizing women based on their gender or other
personal characteristics.
4. Highlight the benefits: Women often make purchasing decisions based on the benefits
that a product or service can provide. Use language that emphasizes the benefits and
value of your product or service, rather than just its features.
5. Be authentic: Women value authenticity and transparency. Avoid using messaging that
feels inauthentic or contrived, and always back up your claims with evidence or data.
6. Use visuals: Women respond well to visual content. Use images and videos that feature
women in relatable situations or that illustrate the benefits of your product or service.
7. Use social media: Social media is a powerful tool for reaching women. Use social media
platforms to distribute your advertising copy and engage with your target audience.
8. Highlight social responsibility: Women are often concerned with social justice and
environmental issues. Incorporate messaging that emphasizes your company's social
responsibility or environmental sustainability efforts.
9. Use personalization: Women value personalized experiences and messaging. Use data
and insights to create personalized advertising copy that speaks directly to their interests
and needs.
10. Avoid stereotypes: Women are often portrayed in advertising in stereotypical roles, such
as homemakers or caregivers. Avoid using messaging or visuals that reinforce these
stereotypes.
11. Highlight convenience: Women often have busy schedules and value convenience. Use
language that emphasizes how your product or service can make their lives easier and
save them time.

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 12. Use social proof: Women often rely on the opinions of others when making purchasing
decisions. Incorporate social proof, such as customer reviews or ratings, into your
advertising copy to build trust and credibility.
13. Focus on relationships: Women value relationships and connections. Use language and
messaging that speaks to the ways in which your product or service can help build
relationships or foster connections with others.
14. Be aspirational: Women are often motivated by the desire to achieve their goals and
aspirations. Use aspirational messaging and visuals to inspire and motivate them.
15. Address pain points: Women often face unique challenges and pain points, such as
balancing work and family responsibilities. Use advertising copy that addresses these
pain points and positions your product or service as a solution.
16. Use humor: Women often appreciate humor and levity in advertising. Use humor that is
appropriate and relevant to your target audience to make your advertising copy more
engaging and memorable.
Remember, when writing advertising copy for women, it's important to take into account their
unique perspectives and values. Use language, messaging, and tactics that are relevant and
relatable to women, and always prioritize authenticity, inclusivity, and transparency in your
communication.

Overall, when writing advertising copy for women, it's important to keep in mind their unique
perspectives, values, and challenges. Use language, messaging, and tactics that are relevant and
relatable to women, and always prioritize authenticity, inclusivity, and transparency in your
communication.

4. Writing copy for senior or mature market

Three groups of senior citizens. People who are 55 and older "mature adults,"; those 68 to 74 are
the "young elderly"; and those older than 75 are the "older elderly."
Growing old is a physical as well as an emotional condition.

By: Dr M H Lakdawala [email protected] 77

Research shows that some attitudinal or psychographic segments in the mature market are more
brand loyal than others and their loyalties are to specific classes of products, not to all products
across the board
The mature market is extremely varied and will only reward marketers who are willing to deal with
its complexities and pursue a targeted strategy.
The characteristic of senior citizens are:
1. Special needs
2. High discretionary incomes
3. Spare time

Factors to keep in mind while writing copy for seniors or mature

market
But how can copy effectively target senior market?

When writing advertising copy for the senior or mature market, it's important to understand their
unique perspectives, values, and challenges. Here are some tips for creating effective advertising
copy that resonates with this audience:
1. Use respectful language: Seniors value respect and dignity. Use language that is
respectful and avoids language that may be condescending or patronizing.
2. Highlight value and affordability: Seniors are often on fixed incomes and value
products or services that provide good value for their money. Use language that
emphasizes affordability and value.
3. Address health and safety concerns: Seniors are often concerned with health and safety
issues. Use language that addresses these concerns and positions your product or service
as a safe and reliable option.
4. Use clear and concise language: Seniors may have difficulty with small fonts, complex
language, or other design elements that can be difficult to read or understand. Use clear,
concise, and easy-to-read language.
5. Highlight experience and expertise: Seniors often have a wealth of experience and
expertise. Use language that emphasizes the expertise and experience of your company or
staff.
6. Use nostalgia: Seniors often value nostalgia and sentimentality. Use language and
visuals that evoke feelings of nostalgia or remind them of the past.

By: Dr M H Lakdawala [email protected] 78

 7. Use social media: Seniors are increasingly using social media. Use social media
platforms to distribute your advertising copy and engage with your target audience.
8. Highlight social connections: Seniors often value social connections and relationships.
Use language and messaging that speaks to the ways in which your product or service can
help build relationships or foster connections with others.
9. Be authentic: Seniors value authenticity and transparency. Avoid using messaging that
feels inauthentic or contrived, and always back up your claims with evidence or data.
10. Highlight convenience and ease-of-use: Seniors may have difficulty with complex or
difficult-to-use products or services. Use language that emphasizes the convenience and
ease-of-use of your product or service.
11. Use visuals: Seniors may respond well to visual content. Use images and videos that
feature seniors in relatable situations or that illustrate the benefits of your product or
service.
12. Address mobility issues: Seniors may have mobility issues that impact their ability to
use certain products or services. Use language that addresses these concerns and positions
your product or service as accessible and easy-to-use for those with mobility challenges.
13. Address technology concerns: Seniors may be less comfortable with technology or may
have difficulty using digital platforms. Use language and messaging that addresses these
concerns and positions your product or service as accessible and easy-to-use for those
who may be less comfortable with technology.
14. Highlight social proof: Seniors may be more likely to trust recommendations from their
peers or others in their social network. Use social proof, such as testimonials or reviews,
to illustrate the value and effectiveness of your product or service.
15. Use direct mail: Seniors may respond well to direct mail. Use direct mail campaigns to
distribute your advertising copy and engage with your target audience.
16. Don’t mention their age: You may not need to mention age in your ads. Instead, dwell on
the positive aspects of their products and services. Don't bring up your customer's age
unless you have a good, positive, carefully thought-out reason for doing so.
17. Copy writers must avoid depicting older consumers in negative ways: Even Matures
who are not as active and healthy as they would like to be dislike advertising assaults that
remind them of their problems. Don't be downbeat with older people. Be upbeat. Seniors
are generally more optimistic than younger people. Also, they're less prone to depression,
and are more confident about themselves and the future. They tend to have been there, and

By: Dr M H Lakdawala [email protected] 79

 done that, and they tend to be pretty realistic about the way the world works, including the
fact that everybody, sooner or later, dies.

Remember, when writing advertising copy for the senior or mature market, it's important to
understand their unique perspectives, values, and challenges. Use language, messaging, and
tactics that are relevant and relatable to seniors, and always prioritize respect, authenticity, and
transparency in your communication. By taking these tips into account, you can create effective
advertising copy that resonates with this audience and drives results.

5. Writing copy for Executives or B2B Copy

Copy for Corporate executive or B2B copy refers to advertising or marketing copy that is
specifically targeted towards a executive or business-to-business (B2B) audience. This type of copy
is designed to persuade other businesses to purchase a product or service, rather than individual
consumers. B2B or executive copy typically focuses on the features and benefits of the product or
service, as well as its value proposition and how it can solve specific business needs or problems.
It often uses technical language and industry-specific terminology to demonstrate expertise and
credibility in the field.

B2B or executive copy can take many forms, including website copy, email marketing campaigns,
whitepapers, case studies, and product brochures. It may be distributed through various channels,
such as industry events, trade publications, or social media platforms.

Writing effective B2B or executive copy copy requires a deep understanding of the target
audience's pain points, needs, and priorities. It should be tailored to the specific industry and
business context, and should emphasize the unique value proposition of the product or service. B2B
copywriters should strive to establish credibility, build trust, and provide solutions to business
challenges.

By: Dr M H Lakdawala [email protected] 80

5. Factors to keep in mind while writing copy for Executives or
B2B Copy:
1. Copy has to be relevant, engaging and impactful: You also have to fully understand the
senior level executives' roles, responsibilities and concerns, and provide a personalized and
customized offer that they can't find elsewhere. Missing any of these areas can result in a
one-way ticket to the recycle bin.
2. Getting Them Engaged: When dealing with upper management, remind them of things
they already know in a way that makes them feel smart and trust you at the same time. In
business, you start with conventional wisdom and then walk them, carefully, toward the
new information you want to sink in.
3. Do your homework. There is no substitute to being prepared. Take time to research what
products or services the company is already using and match that to your product or
services. Take it one step farther and scope out the competition! This one simple step will
have you prepared and looking like a pro when asked why doing business with your small
business will be better for the company.
4. Be ready with your short VP pitch. Copy writer should be able to deliver the “elevator
pitch”. However, in Corporate India, the typical decision maker is bombarded with pitches
all day, everyday. Copywriter must make its copy stand out and capture their attention by
being ready to explain what the company does and why you’re a better alternative within
30-60 seconds. Capture the decision maker’s attention with a value proposition that
delivers tangible, measurable results you know they cannot resist.
5. Be able to deliver. Big companies want to form ongoing relationships, not make spot
buys, and so be sure copy mention the highlight of long term benefits.
6. Focus on the executive company need: Too often, service communications begin with
a marketing message or irrelevant detail that turns off existing customers. Focus on what’s
importance to executive’s company, what they need to know and do. This demonstrates
that you really do put the executive company first.
7. Make it easy for executive to contact you: Your communication may raise questions
or require a response, so it’s most helpful to provide clear contact information within your
letter or email. Let customers know who to contact, how, and when –including days and
office hours of contacts and call centers. Make it easy for customers to get help from you
– they’ll appreciate that.

By: Dr M H Lakdawala [email protected] 81

 8. Offer Useful Information - Senior-level executives are by and large information junkies
and Type-A, driven people who are always on the lookout for ways to get an edge on the
competition and advance their careers. So well reviewed, top-selling business books,
especially on the subjects of leadership and management, make good offers for them. In
addition, offering them information they can't get anywhere else, such as a timely white
paper or just released survey can be a great way to get their attention - and, a response.
9. Testimonials from peers: Senior executives value the insights of their peers. A senior
executive would rather learn from the opinions of other senior executives-peers than a
survey canvassing 5,000 individuals who have little in common with them. Make sure you
copy give enough testimonials of other executives positive responses.
10. Connecting to outcomes: Tangible outcomes matter to executives. There has to be a “so
what” that comes out of the copy. Insights connected to outcomes make the case much
more compelling and give a line of sight for actions to take. Outcomes can be tangible or
intangible; they can be highly or partly measurable; they can be simple or complex. The
more tangible, measurable and clearly defined your results, the more they
resonate with the senior executives.

MODULE 5
How to write copy for:

Copywriting for Direct Mail-letters

Writing for direct mail-letters, product brochures, leaflets,
folders etc

Here are some steps to help you write an effective direct mailer for a promotion or advertising
campaign:

By: Dr M H Lakdawala [email protected] 82

 1. Identify your target audience: Determine who your target audience is and what their
needs and pain points are. This will help you tailor your messaging to resonate with them.
2. Develop a clear and compelling offer: Offer a valuable incentive to encourage the
recipient to respond. This could be a discount, a free trial, or a special bonus.
3. Craft a strong headline: Your headline should be attention-grabbing and clearly
communicate the value proposition of your offer.
4. Keep your messaging concise: Use simple, straightforward language to communicate
the benefits of your product or service. Be clear about what you're offering and what the
recipient needs to do to take advantage of the offer.
5. Use persuasive language: Use language that emphasizes the benefits of your product or
service, and positions it as a solution to the recipient's needs or challenges. Use
testimonials, statistics, or other evidence to support your claims.
6. Include a clear call-to-action: Your call-to-action should be clear and direct, telling the
recipient exactly what they need to do to take advantage of the offer. Use strong action
words and make it easy for the recipient to respond.
7. Use eye-catching design: Use a design that catches the recipient's eye and draws their
attention to your offer. Use high-quality images and fonts that are easy to read.
8. Personalize the mailer: Use the recipient's name and other personal details to create a
more personalized experience. This can help increase engagement and response rates.
9. Test and refine: Test different variations of your direct mailer to see what resonates best
with your audience. Refine your messaging and design based on the results to improve
your response rates.

By following these steps, you can create a direct mailer that effectively promotes your product or
service and encourages recipients to take action.

Often when people are confronted by a long letter (and long letters almost always sell more), they'll
go to the end of the letter because they know that the whole letter will be summed up in the offer
and the P.S.
Your P.S. can do everything that your headline can do. Keep that in mind.
You can use P.S to:
• Bring up the big promise again
• Add more benefits
• Powerfully state the offer

By: Dr M H Lakdawala [email protected] 83

 • Create curiosity
• Build urgency
• Add even more credibility and proof
• any or all of the above

Classified

A brief advertisement in a newspaper, magazine, or the like, dealing with offers of or requests
for jobs, houses, apartments, cars, etc. Small messages grouped under a specific heading
(classification) such as automobiles, employment, real estate, in a separate section of a newspaper
or magazine. These relatively inexpensive ads are usually a column wide, do not include any
graphics, and are typeset (see typesetting) by the printer or publisher of the publication.

The art of writing a powerful advertisement, in three or four lines in such a way that it conveys the
message and induces the reader to buy the product, is not easy. Classified advertisement gives you
very little room to convey your message. But art of conveying a powerful, attractive, attention
grabbing message is a challenge in itself.
Listed below are some valuable tips to write effective copy for Classified Advertisement
1. Classified Advertisements in a newspaper are typically short, as they are charged
for by the line, and one newspaper column wide.
2. You start classified copy with an emotion-packed opening statement that will get
the attention of your reader. This opening statement may be a headline which
includes the keys words about the product or service.
3. Write it long, and then cut it down: The rough draft of the ad should essentially be
a thorough and detailed description of all you know about the product or service.
Having all of the details on paper will allow you to effectively choose what should
stay and what should go. Ultimately, the ad should be short and targeted.
4. Choose your words wisely: The ad should be simple and easy to read. The potential
customer should have to put zero effort into understanding what is being sold to
them. A confused reader will not become a customer.

By: Dr M H Lakdawala [email protected] 84

 5. There are four important ingredients in good classified advertisement.
a. It has to grab the attention of the reader.
b. Next it has to make him interested in the product.
c. Then create a desire in him to possess the product.
d. Then it has to induce him to take action, to buy the product.

Press Release

Principles of writing press release copy.

Whatever your objective, you can deploy PR tactics such as press releases to
your advantage. To succeed, you need to understand a few things about the
media and how it works.
Understanding what the Media Want
It is important to establish a working relationship between the organisation and the media (both
local and national). It’s not enough to want attention. The media have to want to give that
attention to you. The secret to successful media relations is to serve your interests by serving the
media’s interests. The more you can match your story to their needs, the more likely they are to
publish
You need to think about what media want:
i. they want news
ii. They want reader relevance
iii. They want fresh insights.
Often success in PR terms comes from a well-crafted, one-page press release. This press release
should be a short fact-filled document that tells editors the ‘who’, ‘what’, ‘where’, ‘when’, ‘how’,
and sometimes ‘why’ of your story.
Within its handful of paragraphs, the press release makes a compelling case for:
a. Newsworthiness
b. Reader relevance
c. The organization’s credibility
A press release should be able to attract further inquiry and generate publicity around your offer.

By: Dr M H Lakdawala [email protected] 85

Writing a Press Release

1. Mention for ‘IMMEDIATE RELEASE’

2. Start with a strong headline: The headline should grab the reader's attention and clearly
communicate the news or announcement.
3. Write a compelling lead paragraph: The first paragraph should provide a summary of
the key information in the press release and answer the "who, what, when, where, why,
and how" questions.
4. Use clear and concise language: Avoid jargon, buzzwords, and overly technical
language. Use simple, straightforward language that can be easily understood by the
reader.
5. Provide details and context: Provide additional details and context to support the news
or announcement. This could include quotes from executives or experts, statistics, or
other relevant information.
6. Use an inverted pyramid structure: Organize the information in the press release in
order of importance, with the most important information at the top.
7. Include multimedia elements: Add visual elements, such as photos, videos, or
infographics, to help illustrate the news or announcement.
8. Use quotes effectively: Use quotes from executives or experts to add credibility and
provide additional context.
9. Include a boilerplate: Include a brief paragraph at the end of the press release that
provides background information about the company or organization.

10. Follow AP Style guidelines: Use Associated Press (AP) Style guidelines for formatting,
grammar, and punctuation.
11. Proofread and edit: Before submitting the press release, make sure to proofread and edit
it for clarity, accuracy, and tone.

By following these principles, you can write an effective press release that communicates your
news or announcement clearly and concisely, and helps you achieve your communication goals.

Advertorial

By: Dr M H Lakdawala [email protected] 86

Def: An advertorial is a combination of advertisement and editorial. It's a news or human-
interest story that sells your product or service.
The art of writing a good advertorial is to get the right balance between story and sale.
Advertorials are native ads with a single purpose: getting specific action from the reader.
This could be donating to a cause, downloading a PDF, subscribing to an email newsletter, visiting
a store, or buying a product.
An effective advertorial grips the reader and leads her to the logical conclusion — pointing her, in
very specific language, to what to do next. This is the call to action.
An advertorial is a type of advertising that is designed to look like an editorial or news article. It is
a paid promotional content that is created to blend in with the rest of the content in a publication or
website.
The purpose of an advertorial is to promote a product, service, or brand in a way that appears
objective and informative, rather than promotional. Advertorials are typically written in a
journalistic style and may include quotes, statistics, and other elements that are commonly found
in news articles.
Advertorials are often used in print publications, such as magazines and newspapers, as well as in
online publications and websites. They are sometimes labeled as "sponsored content" or "presented
by" to indicate that they are paid advertisements.
The benefit of advertorials is that they allow advertisers to reach their target audience in a way that
feels less intrusive than traditional advertising. By creating content that appears informative and
objective, advertisers can build trust with their audience and increase the likelihood of engagement
and conversion.

It is important to note, however, that advertorials should be clearly labeled as advertisements to

avoid any confusion or deception for readers. The Federal Trade Commission (FTC) has guidelines
for advertisers to ensure that advertorials are properly labeled and transparent.

When writing copy for an advertorial, there are several key elements to keep in mind:
1. Write a strong headline: The headline should grab the reader's attention and clearly
communicate the main benefit or message of the advertorial.
2. Use a journalistic style: Advertorials should be written in a style that is similar to the
publication or website where it will appear. This means using a journalistic tone and
approach, and avoiding overly promotional language.

By: Dr M H Lakdawala [email protected] 87

 3. Provide valuable information: The content of the advertorial should provide valuable
information to the reader, such as tips, advice, or insights related to the product or service
being promoted. The goal is to educate and inform the reader, rather than just promote the
product.
4. Use quotes and testimonials: Including quotes from experts or customers can add
credibility and make the advertorial more engaging.
5. Include a call-to-action: The advertorial should include a clear call-to-action, such as
encouraging readers to visit a website or contact the company for more information.
6. Be transparent: Advertorials must be labeled clearly as advertising, to avoid any
confusion or deception for readers.
7. Follow the publication or website's guidelines: Make sure to follow any specific
guidelines or requirements for advertorials set by the publication or website where it will
appear.

By following these guidelines, you can write an effective advertorial that communicates the
benefits of the product or service being promoted in a way that feels informative and engaging to
the reader.

f. Infomercial

An infomercial is a type of television commercial that is longer than traditional commercials and
typically runs for 30 minutes to an hour. Infomercials are designed to look like talk shows or
educational programs and provide detailed information about a product or service, with the goal of
persuading viewers to make a purchase. Infomercials often include product demonstrations,
testimonials from satisfied customers, and expert interviews to build credibility and persuade
viewers to buy the product. They may also offer special deals or promotions to incentivize viewers
to make a purchase.

Infomercials are commonly used for products that require a longer sales pitch or for products that
are new or unfamiliar to the market. They can be aired on television during off-peak hours or on
specialized channels that cater to infomercials. Infomercials can be an effective way to reach a wide
audience and generate sales for a product or service, but they require a significant investment of
time and resources to produce and air.

By: Dr M H Lakdawala [email protected] 88

When writing copy for an infomercial, there are several key elements to keep in mind:
Begin with a strong opening: The opening of the infomercial should grab the viewer's attention and
clearly communicate the main benefit or message of the product or service being promoted.
1. Provide detailed information: Infomercials are designed to provide in-depth information
about the product or service being promoted. This means explaining how it works, the
benefits it provides, and any unique features that set it apart from competitors.
2. Use product demonstrations: Demonstrating the product or service in action can help to
illustrate its benefits and provide visual proof of its effectiveness.
3. Include testimonials: Including testimonials from satisfied customers can help to build
credibility and persuade viewers to make a purchase.
4. Create a sense of urgency: Infomercials often include limited-time offers or special
promotions to create a sense of urgency and encourage viewers to make a purchase.
5. Include a call-to-action: The infomercial should include a clear call-to-action, such as
encouraging viewers to call a phone number or visit a website to make a purchase.
6. Use high-quality production values: Infomercials should be well-produced and visually
appealing to keep viewers engaged and interested in the product being promoted.

By following these guidelines, you can write an effective infomercial that persuades viewers to
make a purchase by providing detailed information about the product or service and using
persuasive tactics such as product demonstrations, testimonials, and limited-time offers.

MODULE 5-2
Various types of Advertising appeals and execution styles
Advertising appeals

Rational appeals

By: Dr M H Lakdawala [email protected] 89

Rational appeal is a type of advertising strategy that focuses on appealing to the logical and rational
side of consumers by presenting factual information, benefits, and features of a product or service.
This approach aims to persuade consumers to make a purchasing decision based on logic and
reasoning rather than emotion.
In rational appeal advertising, advertisers present information that is based on facts and statistics,
rather than relying on emotional appeals to influence consumer behavior. They may use data to
highlight the benefits of a product or service, such as improved performance, cost savings, or
convenience.
Rational appeals are commonly used in industries such as finance, healthcare, and technology,
where consumers are often looking for products or services that can help them solve a problem or
achieve a specific goal. By presenting factual information and benefits in a clear and concise
manner, advertisers can appeal to the logical and rational side of consumers, which can be more
effective in driving purchasing decisions.
Examples of rational appeal in advertising include a car company highlighting the fuel efficiency
and safety features of a new car model, or a healthcare company promoting the effectiveness and
reliability of a new medication.
Here are some examples of Indian brands that have used rational advertising to promote
their products or services:
1. Tata Salt: Tata Salt is one of the leading salt brands in India that has used rational
advertising to promote its product. The brand's advertising campaigns have focused on the
purity and quality of the salt, highlighting the fact that it is iodized and contains essential
minerals. The brand has also used celebrity endorsements and customer testimonials to
back up its claims.

2. Lifebuoy: Lifebuoy is a popular soap brand in India that has used rational advertising to
promote its products. The brand's advertising campaigns have focused on the hygiene
benefits of using the soap, highlighting its ability to kill germs and prevent the spread of
disease. The brand has also used research studies and customer testimonials to support its
claims.
3. Amul: Amul is a leading dairy brand in India that has used rational advertising to promote
its products. The brand's advertising campaigns have focused on the quality and purity of
its products, highlighting the fact that they are made from fresh milk and contain no
artificial additives. The brand has also used customer testimonials and product
demonstrations to back up its claims.

By: Dr M H Lakdawala [email protected] 90

 4. Asian Paints: Asian Paints is a popular paint brand in India that has used rational
advertising to promote its products. The brand's advertising campaigns have focused on
the durability and quality of its paints, highlighting their ability to withstand harsh weather
conditions and provide long-lasting protection. The brand has also used product
demonstrations and customer testimonials to support its claims.

5. Havells: Havells is a leading electrical appliance brand in India that has used rational
advertising to promote its products. The brand's advertising campaigns have focused on
the energy efficiency and safety features of its appliances, highlighting their ability to save
energy and prevent accidents. The brand has also used research studies and customer
testimonials to back up its claims.

Emotional appeals

Emotional appeals in advertising refer to the use of emotional content to connect with the audience
and persuade them to take a particular action, such as buying a product or service. This type of
advertising appeals to the audience's feelings and desires, rather than relying solely on logic or
reason.
Emotional appeals in advertising can take various forms, such as humor, fear, love, joy, nostalgia,
empathy, and more. For example, an advertisement for a perfume may use romantic imagery and
music to evoke feelings of love and attraction, while an advertisement for a security system may
use fear tactics to emphasize the importance of safety and security.

The goal of emotional appeals in advertising is to create a strong connection between the audience
and the brand or product, which can lead to increased brand loyalty, customer engagement, and
ultimately, higher sales. Emotional appeals can be particularly effective in industries such as
fashion, beauty, food, and entertainment, where personal preferences and emotions often play a
significant role in purchasing decisions.

1. Appeal to the audience's values: Emotional appeals in advertising often appeal to the
audience's values, such as family, community, and social responsibility. By aligning with
the audience's values, the advertisement can create a deeper emotional connection with the
audience.

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 2. Create a memorable experience: Emotional appeals in advertising can create a
memorable experience for the audience, such as through storytelling, music, or visuals. By
creating a positive emotional experience, the advertisement can increase the likelihood that
the audience will remember the brand or product.
3. Use relatable situations: Emotional appeals in advertising often use relatable situations
that the audience can identify with, such as everyday problems, challenges, and desires. By
portraying these situations in an emotional way, the advertisement can create a sense of
empathy and understanding with the audience.
4. Be authentic: Emotional appeals in advertising can be very effective, but it is important to
be authentic and avoid manipulation or deception. The emotional appeal should be genuine
and relevant to the brand or product, rather than a gimmick or a way to manipulate the
audience's emotions.
5. Understand the target audience: Emotional appeals in advertising should be tailored to
the target audience and their emotional needs and desires. Different audiences may respond
differently to emotional appeals, so it is important to understand the target audience and
create an emotional appeal that resonates with them.

Here are some examples of Indian brands that have used emotional appeal in their
advertising:
1. Google India - "Reunion": In this ad, a man uses Google to search for and reconnect with
his childhood friend from Pakistan. The ad is emotional, heartwarming, and taps into the
themes of friendship and unity.

2. Titan Raga - "Khud se naya rishta": This ad for the Titan Raga watch brand features a
young woman who finds the confidence to pursue her dreams and break free from
traditional gender roles. The ad uses the emotional appeal of empowerment and self-
discovery to connect with its target audience of young women.
3. Cadbury Dairy Milk - "Kuch meetha ho jaaye": The Cadbury Dairy Milk brand is known
for its emotional advertising, which often features families, friends, and romantic
relationships. The "Kuch meetha ho jaaye" campaign is a classic example of emotional
advertising, with ads featuring families and friends sharing moments of joy and happiness
over a Cadbury Dairy Milk chocolate.
4. Tanishq - "Remarriage": This ad for the Tanishq jewelry brand features a young woman
who is getting remarried, and her daughter who is excited to attend the wedding. The ad

By: Dr M H Lakdawala [email protected] 92

 uses the emotional appeal of family, love, and acceptance to connect with its target
audience of modern, progressive women.
5. Vicks - "Touch of care": This ad features the story of a young girl who is raised by her
transgender mother and the emotional bond between them. The ad uses the emotional
appeal of family, love, and acceptance to promote the Vicks brand.

These are just a few examples of Indian brands that have successfully used emotional appeal in
their advertising to connect with their audiences and promote their products or services.

Fear Appeals in advertising:

Fear appeals in advertising refer to a type of emotional appeal that seeks to arouse fear in the
audience with the intention of motivating them to take action or change their behavior. Fear
appeals are often used in public health campaigns or in promoting safety and security products or
services.

The basic principle behind fear appeals is that people are more likely to respond to a message if
they feel that there is a risk or a threat to their well-being. Fear appeals can range from mild to
intense, and can be used to address a variety of issues, such as the dangers of smoking, the risks
of not using a seatbelt, or the importance of cybersecurity.

Some examples of fear appeals in advertising include:

1. Anti-smoking campaigns that use graphic images of lung cancer or other diseases caused
by smoking to encourage people to quit.
2. Car safety ads that show the consequences of not wearing a seatbelt or texting while
driving.
3. Security system ads that highlight the risks of break-ins or burglaries to encourage people
to purchase a security system.
4. Ads for cleaning products that emphasize the dangers of germs and bacteria to promote
cleanliness and hygiene.
5. Ads for home security systems that show footage of break-ins and highlight the risks of
not having a security system installed.
6. Ads for air purifiers that emphasize the dangers of indoor air pollution and the risks it
poses to respiratory health.

By: Dr M H Lakdawala [email protected] 93

 7. Ads for financial planning services that warn of the risks of not saving enough for
retirement or not having a plan in place for unexpected expenses.
8. Ads for sunscreen that highlight the dangers of skin cancer and the importance of
protecting skin from harmful UV rays.
9. Ads for eco-friendly products that warn of the environmental consequences of not taking
steps to reduce waste or conserve resources.
10. Public health campaigns that use fear appeals to promote vaccination and disease
prevention.

When using fear appeals in advertising, it is important to strike a balance between the level of
fear and the level of hope or optimism in the message. Ads that are too frightening may turn off
the audience or create feelings of helplessness or despair, while ads that are too optimistic may
not be effective in motivating people to take action.

Overall, fear appeals can be a powerful tool in advertising if used correctly. By tapping into
people's emotions and highlighting the risks or threats associated with certain behaviors, fear
appeals can motivate people to take action and change their behavior. However, it is important to
balance the fear with a sense of hope or optimism and to ensure that the message is clear and
actionable.

Here are some examples of Indian brands that have used fear appeal in their advertising:
1. Lifebuoy: Lifebuoy is a soap brand that has used fear appeal in its advertising for many
years. The brand's advertising has focused on the idea that germs are everywhere and can
cause serious illnesses, and that using Lifebuoy soap is an effective way to protect
oneself from these germs.
2. Pepsodent: Pepsodent is a toothpaste brand that has used fear appeal in its advertising to
promote the importance of dental hygiene. The brand's advertising has focused on the
idea that poor dental hygiene can lead to tooth decay and other serious dental problems.
3. Ariel: Ariel is a laundry detergent brand that has used fear appeal in its advertising to
promote the importance of using a high-quality detergent. The brand's advertising has
focused on the idea that using a low-quality detergent can leave dirt and germs on
clothing, which can lead to serious health problems.
4. Voltas: Voltas is an air conditioning brand that has used fear appeal in its advertising to
promote the importance of using an air conditioner. The brand's advertising has focused

By: Dr M H Lakdawala [email protected] 94

 on the idea that hot and humid weather can lead to serious health problems, and that
using a Voltas air conditioner can help to prevent these problems.
5. Vicks: Vicks is a popular brand of cold and cough medicines in India. The brand has
used fear appeal in its advertising to promote the importance of taking care of oneself
during the cold and flu season. The brand's advertising has focused on the idea that
failing to take care of oneself during the cold and flu season can lead to serious health
problems.
6. Dettol: Dettol is a brand of antiseptic liquid and soap that has used fear appeal in its
advertising to promote the importance of hygiene. The brand's advertising has focused on
the idea that germs are everywhere and can cause serious illnesses, and that using Dettol
products is an effective way to protect oneself from these germs.
7. Tata Tea: Tata Tea is a popular tea brand that has used fear appeal in its advertising to
promote the importance of voting. The brand's advertising has focused on the idea that
failing to vote can lead to serious consequences for the country and its people.
8. Godrej Security Solutions: Godrej Security Solutions is a brand of security equipment
that has used fear appeal in its advertising to promote the importance of home security.
The brand's advertising has focused on the idea that failing to secure one's home can lead
to serious consequences, such as theft or burglary.
Overall, fear appeal can be a powerful tool for Indian brands looking to create effective
advertising campaigns. By tapping into people's emotions and highlighting the risks or threats
associated with certain behaviors or products, fear appeals can motivate people to take action and
change their behavior.

Indian advertising fear appeal in three ways:

1. Raise anxiety: This is the most popular form addressing mainly the woman - mother and
wife - and her "care-giving" persona. The active concern for her near and dear ones gives
advertising an opportunity to raise her anxiety levels towards unseen but existent enemies.
2. Demonstrate Danger: This is less frequently used - because of the Indian cultural
resistance to talk about death and illness openly and because marketing theory often states
that you sell benefits - positive stories - with brands rather than highlight fears. Saffola did
it very successfully in the early 90s with its visual of "a husband being wheeled into an
Operation theatre with the background sounds of an ambulance siren".

By: Dr M H Lakdawala [email protected] 95

 3. Arousing tension: This is perhaps the most difficult to do in advertising - whether it's a
30-second commercial or a half-page press advertisement within much editorial matter.
Hitchcock in advertising! In the late 90s, when the government wanted to promote iodised
salt, it used the 'fear of goitre and stunted growth' to make the point. At the same time,
brands used the concept of 'intelligent' children to convey the benefit. Conventional
marketing talks of brands and brand propositions being of benefits; but sometimes there
may be a case, especially in developing markets, to see brands as a means to overcome
human bhaya - address the fears directly. They could be more powerful.
.

Sex Appeals in Advertising:

Sex appeal is a commonly used technique in advertising to grab attention and create an emotional
response in viewers. Here are some things to know about sex appeals in advertising:

Definition: Sex appeal refers to the use of sexual imagery or suggestions in advertising to create
an association between a product or service and sexual attractiveness or desirability.
Use of sex appeals: Sex appeals are most commonly used in advertising for products such as
perfumes, clothing, lingerie, and other personal care products. The use of sex appeals in
advertising is often controversial, as some people find it offensive or inappropriate.
Types of sex appeals: Sex appeals can take many forms, from subtle innuendos to overt sexual
imagery. Some examples include suggestive poses or gestures, revealing clothing, provocative
language, and images of attractive people.
Effectiveness: While sex appeals can be effective in grabbing attention and creating a positive
association with a product, they are not universally effective. Some studies have shown that sex
appeals can actually decrease the effectiveness of advertising, particularly in cases where the
sexual content is perceived as offensive or inappropriate.
Risks: The use of sex appeals in advertising can also be risky for brands, as it can damage their
reputation if they are perceived as promoting unhealthy or unrealistic ideals of beauty or
sexuality.
Target audience: Sex appeals are generally aimed at younger audiences, particularly men. This is
because younger people are often more receptive to sexual content and are more likely to make
purchasing decisions based on emotional responses.

By: Dr M H Lakdawala [email protected] 96

Cultural factors: The use of sex appeals in advertising can also be influenced by cultural factors.
In some cultures, overt sexual content is considered taboo and can be seen as offensive, while in
others it may be more accepted.
Effect on attitudes and behavior: While sex appeals can be effective in grabbing attention and
creating positive associations with a product, their effect on attitudes and behavior is mixed.
Some studies have shown that exposure to sexual content in advertising can increase risky sexual
behavior and attitudes, particularly among younger viewers.
Regulation: The use of sex appeals in advertising is regulated in many countries, particularly in
relation to advertising aimed at children. In India, advertising standards are governed by the
Advertising Standards Council of India (ASCI), which has guidelines in place to ensure that
advertising is truthful, decent, and not offensive.
Alternatives to sex appeals: While sex appeals can be effective in advertising, there are also
alternative approaches that brands can use to create emotional connections with their audiences.
These include humor, nostalgia, sentimentality, and social causes.

Examples of Indian Brands using sex appeals in advertising include:

1. Amul Macho: The brand's advertising for its men's underwear has often featured
suggestive imagery and provocative language.
2. Wild Stone: The brand's advertising for its men's deodorant has often featured attractive
models and suggestive imagery.
3. Kingfisher: The brand's advertising for its beer has often featured attractive models in
bikinis or other revealing clothing.
4. Kamasutra condoms: The brand's advertising for its condoms has often featured
suggestive imagery and language.

It's worth noting that the use of sex appeals in advertising is a controversial topic, and opinions on
its effectiveness and appropriateness can vary widely. It's important to note that the use of sex
appeals in advertising is a contentious issue, and brands need to be careful to avoid crossing
ethical boundaries and causing offense. When used appropriately, however, sex appeals can be an
effective way to grab attention and create positive associations with a product or service.

By: Dr M H Lakdawala [email protected] 97

Humor in advertising

Humour or humor is the tendency of particular cognitive experiences to provoke laughter and
provide amusement. People of all ages and cultures respond to humour. The majority of people are
able to experience humour, i.e., to be amused, to laugh or smile at something funny, and thus they
are considered to have a sense of humour.
What are Humor Appeals?
Humor appeals make consumers laugh, connecting directly to them on an emotional level. They
can help make a brand, product, or service more likable and also reinforce brand perception in the
market, doing double duty.Humor appeals can backfire if they isolate or poke fun of an audience
segment. These ads generally work best for products that are not controversial and are widely
purchased by a range of market segments. Products such as coffee, alcohol, cell phones, and other
consumer goods are frequently advertised using humor. One of the most well-known examples in
recent years is Coca Cola’s beach ad. The ad shows a thirsty man reaching for his Coke;
unbeknownst to him, a thirsty penguin has stolen the beverage and finds it refreshing. The ad
succeeds because it’s cute, clever, and appeals to Coke fans young and old. Other brands that have
successfully developed humorous ads include the Old Spice “Smell Like a Man” ads and the
Altoids “Curiously Strong” ad creatives.

Humor is a commonly used tool in advertising to grab the audience's attention and create a
positive emotional connection with the brand. Here are some key things to keep in mind when
using humor in advertising:

Know your audience: Humor can be a great way to connect with your target audience, but it's
important to know what kind of humor will resonate with them. Different audiences may have
different senses of humor, so it's important to tailor your approach accordingly. Humor in
advertising is a technique used by advertisers to create a positive emotional response in viewers
or readers. Humor is often used in advertising to grab people's attention and make them more
receptive to the message being communicated.

Humor can be used in many different ways in advertising, from slapstick comedy to witty one-
liners, and it can be effective in reaching a wide range of audiences. It is often used in

By: Dr M H Lakdawala [email protected] 98

commercials for products that are not necessarily associated with humor, such as insurance,
financial services, or cleaning products.

The use of humor in advertising can also help to build brand recognition and create a memorable
experience for the viewer. However, it is important for advertisers to use humor in a way that is
appropriate for the product and target audience, and to avoid using offensive or insensitive
content.

Overall, humor can be a powerful tool in advertising, but it should be used thoughtfully and
strategically to achieve the desired effect.

1. Be tasteful: While humor can be effective, it's important to avoid jokes that are
offensive, inappropriate, or insensitive. Brands should strive to be funny without crossing
ethical boundaries or causing offense.
2. Make it relevant: Humor can be most effective when it's tied to the product or service
being advertised. Using humor to highlight a unique product feature or benefit can be a
great way to make the brand more memorable.
3. Keep it simple: Humor works best when it's easy to understand and doesn't require a lot
of explanation. Simple, straightforward jokes are often the most effective in advertising.
4. Don't forget the call-to-action: While humor can be a great attention-grabber, it's
important not to lose sight of the ultimate goal of the advertising campaign. Make sure to
include a clear call-to-action to encourage viewers to take action after seeing the ad.

Here are some examples of Indian brands that have used humor in their advertising:

1. Amul: The Amul brand is known for its humorous and irreverent advertising campaigns,
featuring witty one-liners and memorable illustrations. One of the most famous ads
featured a picture of a woman holding a slice of bread and butter with the tagline,
"Utterly Butterly Delicious".
2. Fevicol: Fevicol, a popular brand of adhesive, is known for its humorous and creative ads
that showcase the strength and durability of its products. One ad featured two elephants
standing on a wooden plank held together by a single drop of Fevicol.
3. Cadbury: Cadbury has used humor in many of its advertising campaigns, including the
famous "Kuch Meetha Ho Jaaye" series of ads. These ads often feature funny situations

By: Dr M H Lakdawala [email protected] 99

 and relatable characters, with the message that a Cadbury chocolate can make any
moment sweeter.
4. Vodafone - Vodafone has used humor in many of its advertising campaigns, featuring a
lovable pug dog and later, the ZooZoos. These ads often use humor and visual gags to
showcase the brand's products and services.
5. Mortein - Mortein is a brand of insecticides that has used humor in its advertising
campaigns to showcase the effectiveness of its products. The ads often feature humorous
situations where insects are outwitted by the brand's products.
6. Swiggy - Swiggy, an online food delivery service, has used humor in its ads to showcase
the convenience of ordering food online. Its "No Order Too Small" campaign featuring
comedian Rahul Subramanian became very popular among audiences.
7. Center Fresh - Center Fresh is a popular chewing gum brand in India that has used
humor in its ads for many years. Its ads often feature humorous situations where the
freshness of the gum is highlighted.
8. Policybazaar.com - Policybazaar.com is an online insurance comparison website that
has used humor in its ads to make the process of buying insurance seem less daunting. Its
ads often feature humorous situations where people are surprised by the affordability of
insurance plans.
9. Fevikwik - Fevikwik is a brand of instant adhesive that has used humor in its ads to
showcase the strength and durability of its products. Its "Todo Nahi, Jodo" campaign
featuring Bollywood actor Aamir Khan became very popular among audiences.
10. MakeMyTrip - MakeMyTrip is an online travel booking platform that has used humor in
its ads to showcase the ease of booking travel online. Its "Dil Toh Roaming Hai"
campaign featuring actor Ranveer Singh was very popular among audiences.

Various Advertising Execution Techniques

Execution style – the way the particular appeal is turned into an advertising message presented to
the consumer
1. Straight-Sell Copy: A type of body copy in which the text immediately explains or
develops the headline and visual in a straightforward attempt to sell the product. The
technique consists of a straightforward and clear presentation of the product and its
benefits. The advertisement clearly explains the features of the product such as its USP and
features, differentiating it from other products.

By: Dr M H Lakdawala [email protected] 100

 2. Scientific / technical: the presentation focus on the scientific and technological aspect of
the product. Example while promoting digital cameras the focus is on picture quality and
the mega pixel.
3. Demonstration: Demonstration advertising is designed to illustrate the key advantages of
the product/ service by showing it in actual use or in some staged situation. Demonstration
executions can be very effective in convincing consumers of a products utility or quality
and of the benefits of owning or using the brand. TV is particularly well suited for
demonstration executions, since the benefits a little less dramatic than TV demonstration
ads can also work in print.
4. Comparative copy: Comparative advertising, as a special form of advertising, is a sales
promotion device that compares the products or services of one undertaking with those of
another, or with those of other competitors. All comparative advertising is designed to
highlight the advantages of the goods or services offered by the advertiser as compared to
those of a competitor. In order to achieve this objective, the message of the advertisement
must necessarily underline the differences between the goods or services compared by
describing their main characteristics. The comparison made by the advertiser will
necessarily flow from such a description. Comparative advertising should enable
advertisers to objectively demonstrate the merits of their products. Comparative
advertising improves the quality of information available to consumers enabling them to
make well-founded and more informed decisions relating to the choice between competing
products/services by demonstrating the merits of various comparable products. Based on
this information, consumers may make informed and therefore efficient choices. (These
statements are true only if the comparative advertising is objective.) Comparative
advertising which aims to objectively and truthfully inform the consumer promotes the
transparency of the market. Market transparency is also deemed to benefit the public
interest as the functioning of competition is improved resulting in keeping down prices and
improving products. Comparative advertising can stimulate competition between suppliers
of goods and services to the consumer's advantage.
5. Testimonials: Many advertisers prefer to have their messages presented by ways of
testimonials, where a person praises the product or service on the basis of his or her
personal experience with it. Testimonial executions can have ordinary satisfied customers
discuss their own experiences with the brand and the benefits of using it. This approach
can be very effective where the person delivering the testimonial is someone with whom
the target audience can identify or who has an interesting story to tell.

By: Dr M H Lakdawala [email protected] 101

 The testimonial must be based on actual use of the product or service to avoid legal
problems and the spokesperson must be credible.Apple Computer made effective use of
testimonials as part of its “Switch” campaign, which features computer users from various
walks of life discusing why they switch from Windows-based machines to Macintoshes.
The people giving the testimonials in the ads are from various walks of life.Switch was an
advertising campaign launched by Apple Computer on June 10, 2002. It featured what the
company referred to as "real people" who had "switched" from the Microsoft Windows
platform to the Mac. An international television and print ad campaign directed users to a
website where various myths about the Mac platform were dispelled. The television
commercials were directed by Errol Morris.
6. Slice of Life: Advertising-copy technique where a real-life problem is presented in a
dramatic situation and the item being advertised becomes the solution to the problem.
Detergent manufacturers rely upon this advertising format heavily. These types of
advertisements connect with consumers on a personal level. The ads usually portray a
family scene occurring (a "slice of life") during a typical day. These advertisements create
a positive feeling about specific products in the minds of consumers because they can relate
to these everyday situations which they too face. Widely used in print advertising formats,
this execution shows a real life problem and what the person in the ad does to overcome it.
This execution is a combination of the demonstration and the testimonial executions. Ads
for consumer products use this method effectively. An example is a housewife who is
having trouble cleaning her kitchen floor, with a product offered which can solve this
problem.
7. Animation: This technique used animated characters or scenes drawn by artists or on
computer. Animation is extremely effective when marketing a product aimed at children.
They relate well to cartoon-like imagery therefore commercials that utilise animation grab
their attention easily. A good example is the Kellogg’s Coco Pops adverts. They depict an
imaginary island inhabited by eccentric animals. Generations of children have found this
to be extremely appealing.
Animation is an inherently creative medium. The human mind goes through a thought
process of depicting meaning from an animated aesthetic. It instigates thought in the way
that advertisers can use to their advantage by inspiring thoughts of desire. When harnessed
well, animation is one of the most multipurpose tools for increasing sales of any product
or business or simply getting a message across.

By: Dr M H Lakdawala [email protected] 102

 When dealing with concepts that can not be expressed in words or with illustrations can be
extremely frustrating for advertisers and marketers - This is where animation steps in. The
fact that these concepts can be portrayed successfully and can make it easy for the
consumer to grasp your idea or concept without any kind of explanations is unparallel tool
in the advertising industry.
8. Personality symbol—this type of execution involves the use of a central character or
personality symbol to deliver the advertising message and with which the product or
service can be identified. The personality symbol can take the form of a person who is used
as a spokesperson, animated characters or even animals.
9. Imagery / Fantasy—this type of appeal is often used for image advertising by showing an
imaginary situation or illusion involving a consumer and the product or service. Cosmetic
companies often use fantasy executions although the technique has also been used in
advertising for other products such as automobiles and beer.’
10. Dramatization—this execution technique creates a suspenseful situation or scenario in the
form of a short story. Dramatizations often use the problem/solution approach as they show
how the advertised brand can help resolve a problem.
11. "Reason Why" was the answer of Kennedy to what makes people purchase a particular
good. "True 'Reason-Why' copy is logic plus persuasion plus conviction, all woven into a
certain simplicity of thought-pre-digested for the average mind, so that it is easier to
understand than to misunderstand it.In addition, the growing importance of national
advertising of branded products produced a perfect condition for growth of "reason-why"
adverting. The need to stimulate interest and desire seemed to be fully satisfied by "Reason-
Why" ads, which aimed to present the consumer with convincing arguments to purchase
the advertised brand. Ads had the task of pointing out the distinctive characteristics of a
brand and explaining its superiority. In this sense, "reason-why" advertising was the
appropriate method of implementing a strategy of product differentiation.
12. Combinations—many of these execution techniques can be combined in presenting an
advertising message. For example, slice-of-life ads are often used to demonstrate a product
or make brand comparisons.
13. Feel good Ads: "Feel good" ads are those ads which do not have a specific call for a
response: to buy something, to do something, to take action, or to vote. As this term is used
here, "feel good ads" can describe the many different ads and sponsorships which generate
good will, or create a feeling of warmth and pleasantness, so that we know and like the
product or the company. In advertising, any individual "feel good" ad must be put into a

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 wider context, as a small part of a larger ad campaign. For example, most ads targeted at
kids not only seek an immediate response (kids or their parents buy something, now), but
also to build long-term good will for "later" because kids will grow up to be adults. Note
how often kids will say "When I grow up, I'm going to get a ...."People buy from people
they know, and like.
14. Fund raising copy: The fund raising copy is all about inspiring potential donors to believe
in a cause. The copy says unexpected things in elegant ways, which moves readers and
stirred their emotions, which angered them or made them proud, a copy which they want
to read from beginning to end. But fine words alone don’t make for good fundraising copy,
as Smith knows. It’s how you use them that count.

MODULE 5-3
The techniques Evaluation of an Ad Campaign

The final step in an advertising campaign is to measure the results of carrying out the campaign. In
most cases the results measured relate directly to the objectives the marketer is seeking to achieve
with the campaign. Consequently, whether a campaign is judged successful is not always tied to
whether product sales have increased since the beginning of the campaign. In some cases, such as
when the objective is to build awareness, a successful campaign may be measured in terms of how
many people are now aware of the product.
In order to evaluate an advertising campaign it is necessary for two measures to take place. First,
there must be a pre-campaign or pre-test measure that evaluates conditions prior to campaign
implementation. For instance, prior to an advertising campaign for Product X a random survey may
be undertaken of customers within a target market to see what percentage are aware of Product X.
Once the campaign has run, a second, post-campaign or post-test measure is undertaken to see if
there is an increase in awareness. Such pre and post testing can be done no matter what the objective
including measuring

The good advertisement normally focuses on one core selling proposition, but DIK Twedt
suggested that messages be rated on desirability ( Purchase Intent), exclusiveness ( Creativity)
and believability ( Claims) .

By: Dr M H Lakdawala [email protected] 104

Copy writing Case study and application question
format.

COPY WRITING CASE STUDY

Q.1. Multimedia campaign and strategy (Any one)
Marico plans to launch a multimedia campaign to promote its flagship refined edible oil brand
Saffola, which has carved out considerable consumer equity by positioning itself on heart care in
the crowded edible oil market.

Saffola enjoys immense consumer equity on heart care. The Saffola brand has evolved by
creating a niche category of consumers, where its campaigns played a significant role.

The biggest barrier to Saffola growth was that Saffola came with a high price premium of 80% to
the category average. Thereafter, the new Saffola campaign intends to catapult the brand sales by
15%. “In fact Saffola’s strong therapeutic image is its strength but is also limited to the curative
heart space.

Hence Saffola moved the brand from the curative to the preventive heart care platform. This
movement of the brand made it approachable to a wider set of audience. The current campaign
intention is to further fortify its equity in the preventive heart space”. To increase its market
share further, Saffola intends to launch a multimedia campaign:

QUESTIONS:

a. Prepare a creative brief for Making Impact on the Target Audience-4 Marks
b. Message strategy- 2 marks
c. Create a press advertisement campaign based on the creative brief (2 advertisements) 4 marks.
d. Prepare a storyboard for Television commercial based on the creative brief.—5 marks

Solution for Q.1

1. Basic Problem Advertising a. To shift the focus of housewife from tasty food to
campaign should address tasty and healthy food.
b. To convert non users into Users
2. Advertising and Information and Reinforcement as Saffola is expensive
Communication objectives product.

By: Dr M H Lakdawala [email protected] 105

3. Specify Target Audience NCCS AB

A. Demographic profile:

Housewives, Self-employed married women, and

working married professionals, Age: Between 25 to 58,
Graduate and Postgraduate., Family income: Rs 50,000
and above / month

B. Psychographics:

Those who value [ worth] [Those who give

importance to]: [ what needs of the buyer your product
is going to fulfill], the Good Health, Tasty food, calories
conscious, Fitness, active life, physical appearance,
look gorgeous, and stamina. Lower blood cholesterol

4. Creative Strategy Statement Saffola for healthy and tasty food

5. Key message Saffola keeps you fit and active

6. Tone of Voice Joy and Surprise

7. Supporting information and Saffola does not contain harmful chemicals. It’s a pure
requirement and natural cooking medium. It lowers cholesterol
level.

8. Mandatories Signature tune, brand logo

b. Message strategy- 2 marks

I. For saffola the appeal that will be used is:Rational and Sensory as the focus
is on healthy life and tasty food
II. The message will be executed by using the combination of :results of use
experience and Product in use experience

[Explanation only for understanding not to be written in exam:

There are four Appeals. Select combination of any two

• a. Rational

• b. Sensory

• c. Social

• d. ego satisfaction [ emotion]

By: Dr M H Lakdawala [email protected] 106

 There are three Message execution style. Choose combination of two.

• 1. results of use experience

• 2. Product in use experience

• 3. Incidental to use experience.]

For solving case study, Radio spot and writing story board Ask yourself four questions

• 1. Who buy the product

• 2. Where the product is sold

• 3. where the product is used

• 4. product is used for what purpose

c. Create a press advertisement campaign based on the creative brief (

2-advertisements) 3 marks

Print Ad 1
(Description of visual)
Two housewives, between 34 -36,
traditionally dressed standing inside a
organized retailer, in front of the shelf
displaying the brand saffola
• Saffola keeps you fit and
healthy
• Saffola not only makes your food tasty but also keeps
you fit and young by lowering the blood cholesterol.

• Logo of saffola

By: Dr M H Lakdawala [email protected] 107

 Print Ad 2
Saffola for healthy and tasty
food
(Description of visual)
Saffola is open secret of a A housewife, 27,
housewife's to keep family western dressed,
happy, healthy and active.
totally engrossed in
With Saffola food not only
taste great, but also take preparing food,
great care of health by holding the pack of
lowering cholesterol. Saffola which is
prominently displayed

Logo of saffola

d. Prepare a storyboard for Television commercial based on the creative

brief.—5 marks
Note: Don’t draw anything in story board or Print Ads or outdoor. Only describe the visuals.
Two languages are allowed, English or Hindi but Script should be in English even if you use
Hindi.

Story board format

Each Frame = 5 Secs

Description of Visuals Script SFX

Frame 1

Two housewives, between 34 -36, FVO 1: Mujhe aaj koi accha Traffic noise, with
traditionally dressed entering the cooking oil khareedna hain. vehicles horn sound.
super market

Frame 2

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 Both the housewives pick up trolleys FVO2: Cooking oil to who Trolleys movement
and walk towards food section. kareedna chahiye jo hamare Dil
ko salaamat rakhe.

Frame 3

They continue their walk towards the FVO 1 Continues: Crowd noise
food section.
Suna hain Saffola, Dil ki raksha
karta hain.

Frame 4

Both are entering the food section and FVO 2:Sahi suna hain tumne. Soft music in the
now standing in front of the rack Main hamesha Saffola ka he background.
displaying Brand Saffola Istemaal Karti hoon.

Frame 5

Both the housewives eagerly pick up FVO 1: oh, kaas mein bhi ye jaanti Giggling sound of the
saffola and put in their trolley aur sirf Saffola ka Istemal karti. housewives
Meine Aaj jaana, saffola na sirf
tasty bulki healthy khana banana
mein hamhari madad karta hain

Frame 6 As both housewives leave the store the Super: Saffola Cholesterol ko kam Product window and
super appears kare aur aap ke Dil ko har dum signature tune of brand
rakhe Sawast aur tandaroost. saffola

RADIO FORMAT I
Advertiser:

By: Dr M H Lakdawala [email protected] 109

Product/Service:

Script in English:

SFX:
MVO1:
MVO2:
MVO1:
MVO2:
MVO1:
MVO2:
MVO1:

MVO2:

ANN:
SFX: Signature tune of the brand

RADIO FORMAT II
Advertiser:

Product/Service:

Script in English:

SFX:
MVO:

SFX:

MVO:
SFX:

MVO:

SFX:

By: Dr M H Lakdawala [email protected] 110

MVO:
ANN:

SFX: Signature tune of the brand

RADIO FORMAT Jingle

Advertiser:

Product/Service :

Script in English:

SFX:
MVO1 (Singing):
MVO2 (Singing):
MVO1 (Singing):
MVO2 (Singing):
MVO1 (Singing):
MVO2 (Singing):
MVO1 (Singing):
MVO2 (Singing):

ANN:
SFX: Signature tune of the brand

By: Dr M H Lakdawala [email protected] 111

Outdoor Poster Ads Format:
Create a copy for an outdoor poster. The brand is Greenlam
Laminate

By: Dr M H Lakdawala [email protected] 112

 Description of Visual

A close shot of a
The Background of this portion of poster
living room, where will have a third design of Greenlam
flooring and walls are laminate on which the following copy will
appear:
displayed having
used Greenlam
Laminates. The walls To make a world
will have a lighter a beautiful place
shade laminates, start inside your
whereas Floor will home.
have a darker shade
with different design.

GREENLAM
LAMINATES
Logo of Greenlam
Laminates

ZAMANE KO SAJANA HAIN

By: Dr M H Lakdawala [email protected] 113

Create a copy for an SMS Message. The
brand is Dominos Pizza

SMS Campaign Format

1. 160 Characters per message

2. Messages have to be short, to the point,
3. Don’t use abbreviations.
4. Tell them who you are
5. Tell them what to do. Contain a call to action and most importantly,
be time sensitive.
6. Encourage the users to respond by text or telephone
7. What you have to offer What you want receiver to do

Gets Rs 25 off on purchase of 12” Dominos Pizza if you

place the order within next 2 hours. To confirm your
order reply with the word YES.
----------------------------------------------------------------------
--
To cancel reply STOP.

Q. Analyze any one of the recent print

advertisement to have used ‘reason why’ copy
to sell product

By: Dr M H Lakdawala [email protected] 114

Any of the following may be asked in exam.
1. Reason why
2. Humour
3. Fear appeal
4. Demonstration
5. Music
Analyze television or print
advertisement
• 1st Para: Introduction of the Ad
• 2nd Para: Description of the Ad
• 3rd Para: The Above mentioned Ad is
analysed base on the following
Parameters:

A. Desirability (Purchase Intent),

B. Exclusiveness (Creativity) and
C. Believability ( Claims) .

FORMAT OF PRESS RELEASE

By: Dr M H Lakdawala [email protected] 115

 PRESS RELEASE
(Jube 23 2023) (Mumbai)

For Immediate Release

Headline / Title
The headline or title of a press release tells the audience what the press release is about,
and it should be 100 to 150 characters long. It should grab your audience’s attention.

Introduction
It should answer the five Ws (Who What, When Why and Where).

Body
background information, statistics, quotes or testimonies. If you are writing about a product
or service, state its characteristics and benefits for your audience.

(Last Para: Boilerplate

About Company or Person

gives background information about the company that is issuing the press release.
Boilerplates are often right before the ending of a press release.

• Contact information:

• Name:

• Designation:

• Mobile:

• Email:

“###.”

End or Close
A press release ends with a close symbol: “###.” This tells the reader that what had to be
said in the release is ended.

SAMPLE PRESS RELEASE

By: Dr M H Lakdawala [email protected] 116

 Mountain Dew Fuels Gaming Culture In India
- Launches Game Fuel, a bold new variant and announces the Dew Arena,
India’s largest ever gaming championship

New Delhi, June 9, 2019: PepsiCo India today announced the launch of Mountain Dew Game Fuel in India
– an exciting new and bold variant. Unveiled at a high decibel launch conference in Delhi, Game Fuel
encourages you to take challenges head-on, test your limits and unleash the hero within you.

How to participate
Promo (June 1- July 19)

• Buy a Game Fuel bottle and SMS the unique code under the label
• Get a chance to win an Xbox One everyday
The Gaming Championship begins
July 15, 2019

Grand Finale of The Dew Arena-

September 25, 2019

As part of the grand launch, Mountain Dew announced the Dew Arena – India’s largest ever gaming
championship that aims to engage 30,000+ participants during the entire campaign for a thrilling gaming
experience by switching the‘Hero Mode On’.

By: Dr M H Lakdawala [email protected] 117

The world of gaming empowers you to take on risks and challenges that allow you to experience the thrill
and exhilaration of that extraordinary life, every day. The Dew Arena is a unique 9-week gaming
championship which will give thebest gamers in India a chance to have their profile on the Mountain
Dew Game Fuel bottle, in addition to the prize pool worth INR 10 Lakhs.

Game Fuel will also reach out to gaming enthusiasts physically in the form of a massive, 50-city gaming
truck activation. The culmination of these events will result in the Dew Arena finale on September 25, 2019,
among the best gamers of the country.Mountain Dew Game Fuel is also giving consumers an
opportunity to win an ‘Xbox One’ every day.

Speaking at the launch of Mountain Dew Game Fuel and The Dew Arena, Vipul Prakash, Vice President,
Beverage Category, PepsiCo Indiasaid, “Innovation is a key driver for Mountain Dew and we have always
focused on connecting with consumers in a contextually relevant manner. Mountain Dew Game Fuel is a
popular franchise globally and we are excited to add it to our India portfolio. Since gaming in India is gaining
exponential popularity across platforms, the Dew Arena has been created to give enthusiasts a change to
switch their Hero Mode On and unleash the hero within.”
PriyadarshiMohapatra, Country General Manager, Consumer Channel Group, Microsoft India, said,
“Gaming, especially Social Gaming, is growing exponentially among Indian audiences. We have consistently
received overwhelming response for our Xbox One releases in the country, underlining the expansion of the
gaming community in India. We are committed to delivering unmatched and memorable experiences to
Indian gamers and our partnership with PepsiCo for Mountain Dew Game Fuel is a step in that direction. We
are confident that the platform will attract, and appeal to, the growing Indian gaming community."

Available in 600 ML PET bottle and 250 ml can, Mountain Dew Game Fuel is priced at Rs. 35 and 25,
respectively.

About Mountain Dew:

Mountain Dew is one of the eight brands in PepsiCo India’s portfolio, each of which bring in over INR 1000
crore in annual estimated retail sales. The brand has always celebrated the bold and adventurous spirit of

By: Dr M H Lakdawala [email protected] 118

youth. The idea of daring, taking up challenges, adventure and exhilaration are deeply entrenched in its
brand DNA. The brand’s proposition is reflected in ‘NaamBanteHain Risk Se’ – its philosophy of taking risks
to make a name. Mountain Dew urges one to break out of the ordinary. Urging its consumers to break out of
the ordinary, Mountain Dew’s Real Heroes campaign last year, narrated the stories of 4 real life heroes to
inspire the youth to go beyond the conventional and emerge victorious. As an extension to this campaign,
Mountain Dew began 2019 with the launch of a new range of eye-catching, special edition neon PET bottles
to celebrate the inspiring stories of Padma Shri Awardees Arunima Sinha and Shital Mahajan, Lt. Col
SatyendraVerma, Ghost Ryderz .

About PepsiCo India:

PepsiCo entered India in 1989 and has grown to become one of the largest MNC food and beverage
businesses in India. PepsiCo India has been consistently investing in the country and has built an expansive
beverage and snack food business supported by 62 plants across foods and beverages. PepsiCo India’s
diverse portfolio includes iconic brands like Pepsi, Lay’s, Kurkure, Tropicana 100%, Gatorade and Quaker.

PepsiCo’s growth in India has been guided by “Performance with Purpose”, its goal to deliver top-tier
financial performance while creating sustainable growth and shareholder value. In practice, Performance
with Purpose means providing a wide range of foods and beverages from treats to healthy eats; finding
innovative ways to minimize our impact on the environment and reduce our operating costs; providing a safe
and inclusive workplace for our employees globally; and respecting, supporting and investing in the local
communities where we operate. In 2009, PepsiCo India achieved a significant milestone, by becoming the
first business to achieve ‘Positive Water Balance’ in the beverage world, a fact verified by Deloitte Touché
Tohmatsu India Pvt. Ltd. The company has been Water Positive since then. For more information, please
visit www.pepsicoindia.co.in

For further details, please contact:

EktaShokeen/ AasthaKhurana SandipanGhatak

Genesis Burson-Marsteller PepsiCo India

Mob: +91 9873818405/ +91 9711209880 Mob: +91 9810776182

Email: [email protected] / [email protected] Email: [email protected]

By: Dr M H Lakdawala [email protected] 119

 FORMAT OF A DIRECT MAILER

Name: __________________

Address:

________________________

First Paragraph: Opener

Ask a relevant question in first paragraph (not more then 17-18 words)

Second paragraph: Body copy:

Write Answer of the questioned asked in details

Subsequent paragraph:

In your mind ask questions which will come in the mind of the reader of the direct mailer,
don’t write question, only write answer to thatquestions.

Second last paragraph:

Action Close:

i. Tell the reader what to do:

ii. Make the action sound easy:
iii. Offer a reason for acting promptly:

(Dr M H Lakdawala)
Director HR
Signature on the right side

Below signature, write P.S. on the Left side

P.S.

Highlights of the Direct mailer in the pointer format, atleast three

By: Dr M H Lakdawala [email protected] 120

Q. Write a copy for email message promoting latest car
models from honda

Email Copy Format

From: [email protected]
To: [email protected]

Subject: All Honda models available at easy EMI

Date: Tue, 23 June 2023

Head Line: Latest Car Models from Honda at the Easy EMI
Intro: All Honda Models are available at the minimum EMI starting at Rs 2000 / month.

Body Copy:

The minimum documentations make it all the simpler for owning a brand new Honda car.
Also we have exchange offers.

Product window: Product shot of Mobilio at close angle.

Action Close:

• Call us at 9898982000
• Email: [email protected]
• Back towebsite:www.honda.co.in

Signature

i. Click below to unsubscribe

www. Honda.in/unsubscribe

NOTE:

All underline words are hyperlinked

By: Dr M H Lakdawala [email protected] 121

 Q. Prepare a classified ad for Kera Furniture
offering Home / Office / Outdoor / Furniture

Classified Ads Format

FESTIVAL OFFER
FLAT 30 % TO 50 % DISCOUNT

Description of Visuals
Close shot of white colour, two set of Sofa’s with
three and two pillows respectively along with
the dark black centre table with the tea pot on
the top.

Home / Office / Outdoor / Furniture

S.V. Road, Ram mandir corner, Near Killer showroom,
Goregaon (w), 26772318, 26772319
Email: [email protected]
www.kerafurniture,co,in
LOGO OF KERA Furniture

By: Dr M H Lakdawala [email protected] 122

By: Dr M H Lakdawala [email protected] 123