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Title: Advertising layout and design
Description: This notes is meant for people taking communication and journalism especially in 4th year and are meant to equip you with knowledge in the advertising unit.
Description: This notes is meant for people taking communication and journalism especially in 4th year and are meant to equip you with knowledge in the advertising unit.
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Advertising Copy and Layout (MAC 332) 2013
MAC 332 ADVERTISINGLAYOUTS AND DESIGN
NATIONAL OPEN UNIVERSITY OF NIGERIA, LAGOS
1
Advertising Copy and Layout (MAC 332) 2013
MAIN WORK
MAC 332: ADVERTISING COPY AND LAYOUT
COURSE TEAM
COURSE DEVELOPER/WRITER
Mrs
...
08036255411
Bunmiagbana2013@gmail
...
Jonathan E
...
com
HEAD OF UNIT
Dr
...
Aliede
National Open University of Nigeria
Victoria Island, Lagos
+234-806-9395-473
aliedeom@yahoo
...
5 Dar es Salam Street
Off Aminu Kano Crescent
Wuse II, Abuja
Nigeria
e-mail: centralinfo@nou
...
ng
URL: www
...
edu
...
1
The concept of advertising
Summary
Conclusion
Tutor – marked assignment
References and further reading
1
...
0
3
...
0
5
...
0
7
...
0
INTRODUCTION
This unit is meant to introduce us to the concept of advertising, giving us an
understanding of what advertisements are, and basically the components of
advertisements
...
2
...
Give a clear cut definition of advertising
...
Describe the relationship between the human communication process and
advertising
...
0
3
...
These tools include
solicitation letters, newspaper / radio / television advertisements
/commercials, event sponsorship, publicity, tele-marketing sale calls,
statement stuffers
...
Advertising is a marketing communication tool aimed at
causing sale of any product, idea or service
...
Journalists may define it as a communication or public relations or
a persuasive process; sociologists and economists may view its social
5
Advertising Copy and Layout (MAC 332) 2013
significance or it economic importance; philosophers and moralists may
want to view it from its ethical perspective and impact on behaviour
...
W
...
Weigold& C
...
(a)
(i)
(ii)
(b)
(i)
(c)
(d)
Components of advertising
Advertising is actually made up of a message to be communicated in a
structured and composed manner
...
A paint advert is composed of pictures and words usually put on a specific
page and space in the newspaper or printed material usually paid for by an
identified sponsor
...
Advertisements are directed to a group of people usually but not necessarily
large and heterogeneous
...
These audiences can be consumers
who already know of the product or prospective who already know of the
product or prospective, who are to be brought to the knowledge of the
product
...
Advertisements are usually paid for by identified sponsors
...
They are
structured, non-personal, and persuasive communication
...
are usually paid for
by the manufacturers or producers of such products but public information
on ‘…Good people, Great nation…
...
The intension of most advertisements is to persuade their customers or
prospects to patronize their product
...
Example:
MTN is persuading its consumers to migrate to its ‘family and friends’
product with its advert but NAFDAC is informing it’s audience to buy
drugs from the right places to prevent usage of fake drugs
...
The product is
either good, service or an idea
...
Example:
Products can be tangible; goods like soap, food, clothes, phones, etc
intangible services; Bank services, access to calls, courier services, etc;
ideas like knowledge gained from trainings etc are products
...
Since it is a
non-personal communication, the mass media is the most likely channel
...
Advertising and the communication process
Communication is no longer new to us; we have been studying it for some
time now
...
It
therefore requires the communication process
...
We shall therefore remind ourselves
that the communication process according to J
...
Nelson, S
...
Harter,(2003) involves a source who is the message
initiator, the receiver who is the message target, the message which is the
idea, thought or feeling which the sender wants to communicate, the
channel which is the means by which the message moves from source to
the receiver and feedback which is the receivers response to the message
...
The receivers are the target audience which is said
to be a wide range
...
Feedback is measured
usually by sales, phone enquiries, visiting the products website and so on
...
4
...
The angle from which an economist sees advertising differs from how a
communicator sees it
...
Adverts caappear in different
forms, sometimes as publicity; which is a non-paid awareness of a brand
...
The general consensus about advertising is the fact that it is a
communication tool used to create sales messages to a target audience
...
0
(1)
SUMMARY
In summary, the major points treated in this unit are:
Advertising definition in line with its components described in terms of:
(i)
Structured and composed non-personal communication process
(ii)
With a persuasive message paid for by an identified sponsor
...
6
...
7
...
(1999), Contemporary Advertising
...
Irwin
...
Arens W
...
USA, R
...
Inc
...
(2008), Contemporary Advertising
...
Irwin
...
Anyacho R
...
Nigeria, Tee jay Enterprises
...
and Arens W
...
USA, R
...
Ibrahim G
...
Ibadan, StirlingHorden Publishers
...
(2002), Teaching Mass Communication: A Multi-Dimensional
Approach
...
8
Advertising Copy and Layout (MAC 332) 2013
MODULE 1
MAC 332
UNIT 2: TYPES AND CLASSIFICATION OF ADVERTISING
1
...
0
Objectives
3
...
1
Functions of Advertising
3
...
0
Conclusion
5
...
0
Tutor – Marked Assignment
6
...
0
INTRODUCTION
This unit brings you to the knowledge of the functions, various categories
and classes of advertising
...
It will help in the knowledge of relating the nature of the product to the
advertisement audience
...
0
OBJECTIVES
At the end of this unit, students will be expected to:
Identify the functions of advertising
Identify the classes which different kinds of advertisements fall and,
Note the types of advertisements at his disposal as a copy designer
...
1
Functions of Advertising
The functions of advertising vary and are relative to the advertiser
...
Marketing
Advertising is used to creating awareness for a product to be marketed
...
Anyacho (2007) notes
9
Advertising Copy and Layout (MAC 332) 2013
that advertising supports marketing and it helps a company reach it
marketing objectives
...
It highlights the existence of the
product, benefits, location, price, etc
...
Education
This establishes the basic knowledge about the availability, usage and other
alternative to the product
...
Persuasion
Persuasion in advertising is used to ensure a change of attitude in a
consumer or prospect in favour of the product
...
Reminding
Advertisements serve to keep the product in the mind of the consumer
...
Cultural transmission / entertainment
Above these, advert serves to transmit culture as well as entertain its
audience
...
Advert that mixes work with play, gets the votes of the audience
...
SELF ASSESSMENT EXERCISE
List seven function of advertising
...
3
...
Arens (1999) and Anyacho (2002) have classified advert into
four (4) groups
...
Classification by target audience / purpose
Classification of adverts by target audience is strongly tied to the purpose
of the advert
...
The manufacturer of any product usually determines the
purpose of the products
...
Different forms of
advertisement suits the different stages of the product life circle
...
Information advertising
ii
...
Trade advertisements
iv
...
They are;
(a)
Newspaper adverts
(b)
Magazine adverts
(c)
Television commercials
(d)
Radio commercials
(e)
Direct mail
(f)
Out-door advertising
These and more can further be divided into the theme (above – the – line)
media and the scheme (below – line media)
...
Classification by geographical area
This class identifies the advert by the location of the target audience
...
4
...
With this breakdown,
any advertiser could choose what kind of advertising he wishes to
disseminate his sales messages through
...
5
...
The classes and types of adverts have also been identified to include:
(a) Classification by target audience and purpose
...
6
...
Discuss above – the – line and below – the – line media of
advertising
...
0
REFERENCES/FURTHER READING
Arens W
...
USA, R
...
Inc
...
(2002), Contemporary Advertising
...
Irwin
...
Arens W
...
USA, R
...
Inc
...
(2007), Advertising; Principles and practice- The Nigerian
12
Advertising Copy and Layout (MAC 332) 2013
Perspective
...
Bovee C
...
(1992), Contemporary Advertising
...
Irwin
Inc
...
(2000), Advertising: A Definitive Approach
...
Okunna S
...
Enugu, New Generation Books
...
0
Introduction
2
...
0
Main Content
3
...
2
The advertising agency
3
...
0
Conclusion
5
...
0
Tutor-marked assignment
7
...
0
INTRODUCTION
This unit is poised to examine the process of advertising which goes from
the advertiser to the advertising agency through the suppliers then to the
media before it will reach the target audience
...
Advertising is not done haphazardly; hence, a team of
experienced professionals is required to produce an effective one, such that
can drive the sales message to audience
...
0
OBJECTIVES
The aim of this unit is:
Advertising Copy and Layout (MAC 332) 2013
(1)
(2)
To expose students to the players in the advertising process
...
0
MAIN CONTENT
3
...
Different units contribute its’ quota to achieve
advertisements
...
These players are the advertisers, the advertising
agencies, the suppliers and the media
...
They sponsor advertising for themselves and
their products
...
So also do they
differ in type
...
Advertisers have been classified into four; local, regional, national and
international advertisers
...
Usually they employ personal selling,
publicity sales promotion and other marketing strategies to get sales for
their product
...
g
...
Three types of local advertising are product
advertising, institutional advertising and classified advertising
...
Example is ‘Baby Rising
Powder’ produced in south-south Nigeria and common in south-south states
and adjunct states to the south-south region
...
National Advertisers
These are larger than the regional advertisers because usually they cover
many more states or at least more than one or two regions
...
14
Advertising Copy and Layout (MAC 332) 2013
International Advertisers
Also called trans – national advertisers, international advertisers are
companies or firms who extend their product market to foreign countries
...
3
...
You may be curious and want to know why companies will not just create
its own advert copy by itself and save costs or why an advertiser will rather
use an agency over another despite the exorbitant bill of the former
...
Arens (2008) quoting the American Association of Advertising Agencies
has defined an advert agency as ‘an independent organization of creative
people and business people who specialize in developing and preparing
marketing and advertising plans, advertisements and other promotional
tools’
...
These definitions give an insight to the role of advertising agencies
...
Secondly, they harness different business people and creative people to
carry out production jobs for advert copies
...
Usually, they negotiate, contract and arrange for commercial
space and time with various media including digital media for their clients
...
Their
obligation morally, financially and otherwise is to their clients
...
They employ the services of
advert agencies in their own interests
...
Hence, they
include:
Geographically, advert agencies are grouped into local; regional and
national agencies; and international agencies
...
15
Advertising Copy and Layout (MAC 332) 2013
Full service advert agencies offer both advertising and non-advertising
services to their clients
...
This kind of
advert agency is either a General consumer agency or Business to Business
agencies
...
In-house Agencies
These are advert agencies fully owned by advertisers
...
Advertising Suppliers
Suppliers are organizations or people who produce specialized services to
the advertising business
...
They are a very wide
range depending on the nature and type of advert copy to be produced
...
3
...
They are an important link between
the manufacturer or organization and their customer or prospective
consumers bringing them the advert messages intended to create or
maintain sales
...
Sometimes, advertisers or advert agencies use foreign media
which are actually the local media peculiar to different countries or
cultures
...
SELF ASSESSMENT EXERCISE
Explain the advertising processing and mention the key players
...
Can an advert copy be disseminated on more than one media?
Explain
...
0
CONCLUSION
Advertising Copy and Layout (MAC 332) 2013
Advertising process involves an army of creative professionals
...
The input of an individual is never
enough to get the copy to a desired destination
...
The advertising process involves professionals like:
graphic artist, public relations expert, marketing executive, illustrator,
engineer, writer, artist, etc
...
A locally made advertisement would cost less
than a regional and national advertising respectively
...
5
...
This unit x-rayed the process of advertising,
pointing at the key players, types of advertising based on geographical
disparities; advertising agency was quickly examined with emphasizes on
the independent and in-house varieties
...
6
...
0
TUTOR MARKED ASSIGNMENT
With a diagram, present the advertising process
...
REFERENCES AND FURTHER READINGS
Arens W
...
USA, R
...
Inc
...
(2002), Contemporary Advertising
...
Irwin
...
Arens W
...
USA, R
...
Inc
...
(2007), Advertising; Principles and practice- The Nigerian
Perspective
...
Bovee C
...
(1992), Contemporary Advertising
...
Irwin
Inc
...
(2000), Advertising: A Definitive Approach
...
Okunna S
...
Enugu, New Generation Books
...
0
2
...
0
4
...
1
What is advertising research?
3
...
3
Steps in the research process
3
...
0
6
...
0
Summary
Tutor – Marked Assignment
References/ Further Reading
1
...
In advertising, why do we need
to carry out a research? How is this research applied to advertising
decision? What process must be followed in carrying out the research and
what important issues exist in advertising research? These are the areas to
be discussed in this unit
...
0
OBJECTIVES
At the end of this study, students are expected to;
Know what advertising research entails
...
Identify and follow the important steps in the research process
...
3
...
1
What is advertising research?
Advertising research provides the needed information for advertising
decisions
...
This information will help to develop an effective advertising
campaign
...
’
3
...
Generally Arens has grouped this purpose into
four categories; they are:
a
...
c
...
Advertising strategy research
Creative concept research,
Pre-testing and
Post-testing
...
The elements of the creative mix are; product concept, target audience,
communication message and creative message
...
Also, research will help the
advertiser objectively build a unique product concept which aim at
highlighting the values of the product to the customer at every levelDistributor/wholesaler and retailer
...
Therefore, each advert created must be based on a specific template formed
from an understanding of it consumers’ wants, needs and motivation
...
(ii)
Target Audience Selection
There is definitely and audience for any product
...
Research is therefore needed to identify who
exactly the advert should go to and to develop a rich profile of the brand’s
target audience
...
In most cases however, the dominant concept of research is employed
because of limitations like finance, manpower, and so on
...
(iii) Media Selection
In this area of advertising research, media research is the most patronized
...
Here, other research agencies
20
Advertising Copy and Layout (MAC 332) 2013
especially those that deal specifically with the mass media vehicles, their
effectiveness among their diversified audiences
...
By studying consumers, advert messages are actually developed
...
(b)
Creative Concept Research
Having designed the advertising strategy in research, the creative concept
for the advert is the next phase
...
It answers the question, how
can the advert copy be presented to appeal or attract to the audience? The
make-up of the copy must be able to attract the audience attention
...
Once a concept
is developed, research helps to identify flaws in the concept e
...
a focus
group discussion can be organized to discuss the pros and cons of the
concept
...
This leads us to the next purpose of advertising research
...
One way to identify the presence of this value they seek is by
testing the copy among a small group of the advert audience
...
Testing is categorized into two – testing before and after the
target audiences are exposed to the copy
...
Also, testing helps the
advertising assess overall performance of the advert copy
...
2
Steps in the Research Process
There are five basic steps in advertising research, they include the
followings among others:
1
...
2
...
3
...
4
...
5
...
21
Advertising Copy and Layout (MAC 332) 2013
(1)
Situation Analysis and Problem Definition
This is the first and most important step in research because it is upon the
identified problem that the research itself is based
...
Therefore this step
requires that every stage of the product be evaluated and results be properly
analysed to recognize a challenge or problem
...
(2)
Conducting Exploratory Research
At this stage, informal research is used to learn more about the market, the
competition, and the business environment with the aim to better defining
the problem
...
Primary data
are information collected from the target market about a specific problem
while secondary data are information previously collected or published
usually by the firm or other organization and are meant for some purposes
other than the current research aim
...
(3) Establishing Research Objectives
More often than not identify the problem calls for primary research to be
able to solve the identified problem
...
In establishing your objectives,
you must be specific (i
...
straight to the point), the objectives set must be
one that can be achieved (i
...
they must be achievable), they must be
measurable
...
(4)
Conducting Formal Research
This is the process of executing the primary research, where data are
gathered primarily
...
(i)
Qualitative methods
Using the qualitative methods, the researcher wants to know value of
advertising to the product
...
Consumer responses usually are determined
by their thoughts and feelings about the product
...
It helps
elicit in-depth open ended responses rather than yes or not answers
...
22
Advertising Copy and Layout (MAC 332) 2013
The projective techniques help the advertiser to understand audience
subconscious feelings, attitudes, interests, opinions, needs and motives
...
The intensive technique helps researcher identify respondent’s deeper
feelings
...
(ii)
Quantitative methods
Quantitative methods of research help gain hard statistics about market
conditions and situations which are reliable, and dependable
...
(5)
Interpreting and Reporting Findings
Here findings are presented usually using tables and graphs and worded
explanations for easy understanding
...
3
Important Issues in Advertising Research
Some issues common in advert research is centered around accuracy of the
findings
...
Reliability of findings on the other hand is determined
by the repeatability of the finding
...
Reliability and validity is measured by the sampling
methods used, the way questionnaires are designed, and the tabulation and
analysis of the data
...
Mention and explain the ways of applying research to advertising decision
making
...
4
...
Any advertising campaign
embarked upon without adequate research would result in a futile mission
...
Though, it is not spelt out during advertising contact meeting that the
agency would have to research on the brief given to it, however, it is
inevitable to do such, less, the agency would be shooting aimlessly and
hitting nothing thereafter
...
23
Advertising Copy and Layout (MAC 332) 2013
Research is incorporated in the advertising process; it is a necessity for
every agency to perform its rituals in-order to get the best out of its creative
efforts
...
0
SUMMARY
We saw in this unit that advertising research is a systematic way of
gathering and analyzing information that will help develop or evaluate
advertising strategies, individual advertisements and the whole advert
campaign
...
Research as we
saw is also applicable to the creative concept where the most appealing
presentation of the advert copy to the audience is determined
...
The steps in the research process were then identified to include analyzing
the situation to determine the problem, conducting exploratory research to
define the specific problem, establishing the research objectives from the
problem identified, conducting formal research with the view of getting the
problem solved and then interpreting and reporting findings
...
This is not different in advertising research
...
0 TUTOR – MARKED ASSIGNMENT
Present a research proposal for advertising ‘Lota Beauty Soap’
...
0 REFERENCES/ FURTHER READINGS
Arens W
...
USA, R
...
Inc
...
(2002), Contemporary Advertising
...
Irwin
...
Arens W
...
USA, R
...
Inc
...
(2007), Advertising; Principles and practice- The Nigerian
Perspective
...
Bovee C
...
(1992), Contemporary Advertising
...
Irwin
Inc
...
(2000), Advertising: A Definitive Approach
...
Okunna S
...
Enugu, New Generation Books
...
UNIT1: CONCEPT OF ADVERTISING COPY
1
...
0
3
...
0
5
...
0
7
...
1
Advertising Copy
Conclusion
Summary
Tutor-Marked Assignment
References/ Further Readings
1
...
Copy makes up
the sum of the business of advertising, it is why advertising business is
evolving and succeeding
...
Where an advertising agency care less about creativity in the preparation of
a copy, such would pack up from business
...
In this unit, we shall examine the totality of a copy concept,
afterward we shall look into other area that would enable us appreciate this
concept the more
...
0 OBJECTIVE
At the end of this unit, students would understand what a copy is and be
able to explain it in the light of advertising
...
25
Advertising Copy and Layout (MAC 332) 2013
3
...
1
Advertising Copy
Advertising copy is the sum of all the elements of a creative work
...
The elements that make up a copy include: Headlines, sub-headline, text,
pictures, sounds, and every other thing that would make the success of the
advertising campaign; be it, electronics, print or social media
...
” The existence of a copy
is the reason for why most advertising agency craves for excellent copy
writers
...
Many product are competing earnestly for large market shares, as
a result, they invest heavily on advertising to enable them enough publicity
that would drive traffic to them as much as possible
...
The person who writes the copy is known as a copywriters
...
He ensures that all the copy elements are
correctly and creatively interplayed to ensure successful sales return after
the campaign is launched
...
There are no rules that state how copy elements should be applied; this is
why advertising is regarded as a highly creative job
...
The expression of copy elements is the sole responsibility of
the creativity of a copy writer
...
It is the process or art of
annexing those elements that will project a brand to its audience in order to
get patronage in return
...
He must condense a bridge and revise what his reader
thinks in a thousand way
...
Elements of an Advertising Copy
There are Seven (7) basic elements of an advertising copy
...
As said elsewhere, no rules guide the application or
usage of copy elements; it is solely the creative responsibility of the copy
writer to determine that
...
2
...
4
...
6
...
The headline
The sub-head
The body copy
The caption
The blurb of balloon
The box and panels
Slogans, logotype and signature
...
The Headline: This is the first copy interface which anyone would come in
contact with, it is usually written in large type face
...
It drives prospective buyers to
further investigate the brand
...
The Sub-Head: This goes after the headlines often, sometimes some copy
writers, display the subhead first before the headlines, this is basically for a
purpose which they deemed would drive in audience to the entire copy
...
3
...
The body copy explains a
brand in a few and concise but creative words that stick faster in the mind
of the audience
...
4
...
Captions are less important to the main selling points in the advertisement
than the body copy
5
...
At times they are used as
headlines and displayed in large size
...
Box and Panels: These are elements in a copy which display unique and
special information other than those already displayed by the
advertisement
...
Slogan, Logotypes, Trade – Mark and Signatures: These elements often
show themselves in every advertisement
...
For instance: MTN, GLOBACOM, ETISALAT,
and AIRTEL, all these organizations offer telecommunication services, if
they have none of these elements, they might just confuse customers in a
bid to identify with their preferred brand
...
Vital Question to Ask Before Displaying a Copy
Copy writing is not done haphazardly; it requires critical thinking,
meditation and experimentation of creativity
...
John – Kamen
(2006:163) says “copy writers often do more than writing headlines and
text
...
For an advertising copy to appeal to its audience, it must stimulate the five
sense organs of man, hence, our actions and reactions are predetermined by
these organs
...
These include:
a
...
c
...
Can this copy attract attention?
Can it arouse desire
Is it capable of creating interest?
Can it provoke purchases action?
a
...
Attracting consumer’s attention is the best bet of a copywriter
...
b
...
To arouse desire is to
make one long for something or someone
...
The desire of consumers to purchase a product is the key
to achieve an advertising objective
...
Is it capable of creating interest?:Desire gives birth to interest, if the desire
to have a product or service is there, automatically, the interest to purchase
would follow
...
It is a different scenario, if interest persist and will to purchase
the brand is not there, hence, that does not mean the goal of the copy is
defeated
...
d
...
A copy should above all other vital
question be able to provoke buying attitude of consumers toward the brand
displayed to them, by so doing, the advertiser would do more to advertise
his brands in the agency
...
4
...
Copy as critical
element of advertising process should be given enough time to be produced,
tested and disseminated to the right audience in order to achieve the basic
objective of salesmanship
...
We
often see some substandard advertisement on the media and wonder why
such is displayed in the first place
...
It is better not to advertise a brand than
projecting a killer-advertisement that can disrepute an organization
...
0
SUMMARY
Advertising copy was enumerated in this unit, the concept of copy ,
copywriting and who a copy writer is were explained explicitly
...
Afterwards, the unit was concluded with the vital
question needed to be asked before the display of an advertising copy
...
0
TUTOR-MARKED ASSESSMENT
...
7
...
U (2006)
...
Snaps press Ltd
...
Ucheanya,C
...
Principle and practice of advertising: a new perspective
...
MODULE 2
MAC332
UNIT 2 THE CONCEPT OF ADVERTISING LAYOUT
1
...
0
3
...
0
5
...
0
7
...
1
Advertising Layout
Conclusion
Summary
Tutor – Market Assessment
References / Further Readings
1
...
One
may not be able to totally isolate both copy and layout in the production of
advertising campaign
...
Layout is primarily concerned with the finished
work of an advertising copy
...
George et al (1995: 306) define layout
as “The physical arrangement of various parts of the advertisement,
including the headline, subhead, illustrations, body copy, and any
identifying marks”
...
Layout is usually in rough format
...
We shall exhaust explanation on definition, types of
layout format, layout plan and any other matter relevant to this subject
...
0
OBJECTIVE
This study would ensure understanding on the concept of advertising
layout
...
3
...
1
MAIN CONCEPT
Advertising Layout
Ucheanya (2013) citing Dennis and Jenkins (1983: 37) defines layout as the
“Arrangement of all the units or elements into a printed useable format”
...
According to him, layout is a work-drawing which is
usually pencil sketched to show the positions of copy elements, sizes of
text, typefaces, colors of different units or items that are put together to
inform a complete advertising campaign
John – Kamen (2006) sees advertising layout as “a part of sales
promotion”…
...
A finished
advertising layout according to John – Kamen (2006: 171) is compared to
the blue print of a building drawn by an architect
...
ii
...
iv
...
vi
...
Shape
The size and location of the illustrations
Type style, size, space and mass to be occupied
Border style (if any)
The width of the margins of white space
Any additional direction that may help the printer to execute the
plane of the designer
Color combination in type, border and illustration
...
A layout designer is the visualizer of the entire copy output
...
He is usually experienced and professional in the job
...
John – Kamen (2006) opines that “Before an advertising layout designer
proceed to work on his design, he must first consider a number of principles
of layout design elements, which control the finished design’’ The layout
designer observes the following guidelines to enable him perfect a layout
procedure
...
ii
...
iv
...
The designer knows the brand very well enough to give it an
excellent layout
...
He should be able to adapt his layout design to fit the publication in
which the advertisement is to appear
...
It laid them originally on line format to
determine their respective slot in the advertisement
...
Ucheanya (2013: 58) states the followings as the purpose
why advertising layout is necessary and important
...
It enables the advertiser to see in advance before printing what the
exacts picture of the advertisement would be like
2
...
It provides to the printer in advance picture of the complete work
and how it will look like when printed
...
It eliminates arguments and misunderstanding between the advertiser
and the printer in the areas of marginal notations
...
It gives a concrete proposal to the agency to make a bold
presentation to its client’
6
...
A carefully prepared layout makes
the tasks of decision making easier
...
Advertising Layout Formats
Advertising layout format explain the look or appearance the layout
designer envisage for a particular campaign
...
For instance, he ask
himself if the layout would be on a single sheet, a folder, a label, a double
sheet, a sticker, and so on
...
John – Kanem (2006) and Ucheanya
(2013) agreed that there exist three basic formats of advertising layout
...
)
Thumbnail or Miniature Layout: Here the designer sketches
his mind’s picture in a sheet to help him develop on it
...
He uses wavy lines to show and represent
each copy element
...
Furthermore, thumbnail layout format presents the ideas the
words will represent, the elements to be used, the relative
importance of the ideas and elements and the order of
presentation which can be any size
...
)
The Rough Layout: This formats exceeds the thumbnail, it is in
a large format but carries more information than it is, in a
thumbnail
...
In it
several draft may be called out for re – work on them, to take
care of revisions and changes
...
The elements positions are so
precise that printer can work with it to compose and make up the
advertisement without problem
...
)
Comprehensive Layout: This is the finished version of the
rough layout
...
The ready to launch position of this layout
makes it comprehensive
...
Diagram 3
35
Advertising Copy and Layout (MAC 332) 2013
Figure 1:2
...
S and William T
...
It is a miniature layout of the headline,
copy, illustration, price, and logo type is developed to try out ideas about
how the advertisement might be laid out
...
According to the Harland et al (1992)
six basic layout plans accomplish the object of the every print layout
format
...
Figure 1:3
Layout 1
This area is divided by a horizontal line into two equal parts
...
Layout 2
37
Advertising Copy and Layout (MAC 332) 2013
This areas is divided by a vertical line two equal parts
...
Layout 3
The vertical line left or right, divides the space into one fifths
segments
...
Layout 4
The horizontal line at either the top or bottom divides the space into
one – fourths segments
...
Usually, a bottom division is preferred
...
This layout plan is used
when an illustration is of a shape that will not fit into layout plans 1 or
2
Layout 6
In this plan, several vertical and horizontal lines are drawn to make
several (6, 9, 12, or more) areas of nearly equal size
...
Source: Harland and William (1992: 79 – 80)
SELF ASSESSMENT EXERCISE
Explain what advertising layout format is, with the aid of diagram
...
0
CONCLUSION
Advertising layout is crafted in design
...
Layout assessment is
not complete without its aesthetic appraisal
...
the elements are blended
into a unit of comprehensive advertisement that the maximum effect is
achieved” John – Kamen (2006: 177)
...
5
...
The types of layout that were
39
Advertising Copy and Layout (MAC 332) 2013
considered are: Thumbnail or miniature layout, the rough layout and the
comprehensive layout
...
A diagrammatic example of a typical layout was drawn
to aid quick understanding of the concept
...
6
...
0
REFERENCES / FURTHER READINGS
George E
...
Belch (1995)
...
S
...
Samson and William T
...
(1992)
...
South – Western publishing Co
...
S
...
John – Kamen, A
...
Advertising: Genesis, Evolution, Principles,
Practice
...
Nigeria, Enugu
...
U (2013)
...
Jubes – Evans Book and publications
...
MAC 332
MODULE 2
UNIT 3: STAGE IN PREPARING ADVERTISING MATERIALS
40
1
...
0 Objective
Advertising Copy and Layout (MAC 332) 2013
3
...
1 Preparing and Producing Copy Materials
4
...
0 Summary
6
...
0 Reference/ Further Reading
1
...
As said elsewhere, copy is crucial to
every advertising campaign, the more time and resources invested on it, the
better the quality of the output
...
2
...
3
...
1
MAIN CONTENT
Preparing and Producing Advertising Copy
To prepare and produce an advertising copy is solely the decision of the
advertiser
...
When copy idea is conceived, the advertising agency contacted is thereby
require to proffer solution to the need of the brand (s) brought before it
...
The copy produced for brand X may not
solve the problems or meet the needs of brand Y
...
Ucheanya (2013:65) posits “the journey of preparing a copy starts with the
organization that has articulated its advertising need for a given period
...
As it stated, the journey to birth a copy start from the
41
Advertising Copy and Layout (MAC 332) 2013
organization that needs the copy to promote its brands in order to provoke
buying behaviors in its favors, thereby increasing market share
...
This meeting would provide the platform for both parties
to appreciate the problem or needs of the advertiser in order to have a
sense of direction for the campaign
...
This stage is called Advertising brief
...
This brief could be in the form of statement which
consist the organisation’s problems and at the same time serves as some
background information that would help agency in working out a solution
...
The
agency representative produces the contact report and distributes to
concerned officers
...
John – kamen
(2006:132) opines that “The right-hand side being ruled off as an action
column with remark such as “MR J
...
to supply prices or MR
...
K to
submit layout” contact report shows the confirmation that some matters
were agreed upon
...
Preceding this, the account excutive would give verbal report
to the account director and agency head to emphasise his position in the
copy process
...
Every department in the agency takes up its responsibility to
ensure everything work well as planned
...
The third step of the campaign requires the advertising agency to return to
the organization with a sample copy which has solution to the organization
to the brief presented to it
...
This response consists of what the agency is suggesting to the
advertiser or organization to do during the campaign period in order to
achieve its objectives
...
More so, it is the proposal of the agency that is
the comprehensive document of the advertising plan for the brief given by
the organisation
...
The agency’s representative
42
Advertising Copy and Layout (MAC 332) 2013
does the agency’s presentation for the purpose of attending to questions
which may arise after presenting the proposed solution to the brief
...
When these processes are achieved, the advertising agency draws up a
copy platform
...
Copy platform
contains figures, facts and other information necessary for preparing an
advertising copy; this evolved from the research endeavours of the agency
while providing solutions to the brief given to it
...
This could be: facts about the
organisation, the brand, and media to be used, techniques of message
delivery, prospective buyers, competitors, qualities, strengths and
opportunity in market
...
In other
words, copy platform as stated by Ucheanya (2013:66) “is a list of facts
that must contain comprehensive, quite useful and related materials to the
visualization
...
”
The copy platform process is responsible for the final copy that would be
disseminated in the proposed medium
...
The creative
writer ensures he avoids using copy limitation and where such limitation is
necessary, a high level uniqueness should be spelt out in order to give the
advertiser a successful copy
...
Whether to include product element or not
2
...
Where humans are settled for, the question of whether a
celebrity or just a model comes to lime light
3
...
4
...
Other elements to be included
6
...
The medium of dissemination
...
Production space to be used
...
The kind of appeal approach to be used
43
Advertising Copy and Layout (MAC 332) 2013
10
...
Having provided reactions to these decisions, the copy writer begins to
visualize the picture of the proposed copy
...
The final stage of the copy preparation is the copy sheet
...
The structure of the advertising
copy is determined; what the copy write does is to unleash the big idea, this
is the unique sales proposition that will project the copy for the product
sake
...
Here, the agency’s team is solely to consume the
outcome in-order for them to criticize and make input that would further
improve the purpose copy sheet
...
SELF ASSESSEMENT EXERCISE
Discuss the process involved in producing an advertising copy
materials
...
0 CONCLUSION
In the preparation of copy materials, plan board meeting is called
...
The minimum of five copy planning experts are
expected to attend this meetings, their role is to discuss the campaign of the
advertising copy and ensure the copy has solution to the brief given to it by
the advertiser
...
0 SUMMARY
This unit considered the preparational steps of an advertising copy
...
The contribution
of Ucheanyan (2013) and Prof
...
Terms like: Advertising brief, contact reports, agency’s response to the
brief, were among the terminologies used to explain the copy preparation
stages
...
The unit
was concluded with action of plans board; this board consists of five or six
44
Advertising Copy and Layout (MAC 332) 2013
personnel’s who are experts in copy preparation process
...
Members of the plans boards included the
followings; Media planner, copy chief, studio manager, public relations
manager and marketing manager
...
0 TUTOR – MARKED ASSESSEMENT
What do you understand by copy preparation and production?
Explain the steps involved in preparing / producing a copy
List the decision areas that a creature writer has to consider when
writing a copy
...
0 REFERENCES / FURTHER READINGS
John – Kamen A
...
(2006)
...
Snap Press Ltd
...
Ucheanya C
...
Principles and Practiceof Advertising: A new
Perspective
...
Nigeria, Niger
State
...
0
2
...
0
4
...
0
6
...
0
Introduction
Objective
Main Content
3
...
0
INTRODUCTION
Planning for advertising is like preparing a meal
...
When the decision to launch an advertising campaign is
made a great deal of creative armies are engaged, they straighten their
mind’s ammunitions and attack every brief set before them by advertisers
or organizations
...
It shall journey through the aims, considerable factors, and appropriation
etc of advertising campaign
...
For an advertiser to achieve this successful feat, he
must be very careful in thought and develop an excellent advertising plan
...
2
...
3
...
1
MAIN CONCEPT
Campaign Planning in Advertising
“Campaign” is a word that has affinity with war or military operation
...
However,
all campaigns require a carefully thought-out plan or activities which
purpose is basically to attain a definite objectives or goals
...
John – Kamen (2006:126) defines advertising campaign as “an organized
and carefully use of paid publicity for the achievement of a definite
purpose”
...
Campaign Planning
A primary and definite goal is the purpose in the mind of a successful
advertiser when planning a campaign
...
Hence, that is not precisely
enough to guide its advertising campaign
...
The campaign principle that ensures result is to launch sales
messages in the best convincing and provoking ways that can endear
customers to purchase the brands sold to them through advertisement
...
The primary objective of every advertisement is salesmanship
...
The followings are other objectives of advertising campaign:
47
i
...
iii
...
v
...
advertising on media, inviting them to take advantage of the offer
it is giving at less sales percentage
...
To Secure New Customer: with a good advertising campaign, an
organization is capable of attracting more customers to its
brands
...
Most
customers are alternative oriented that they seek a product that
can offer them the same or similar satisfaction as the one they
currently use
...
To Increase Insurance of Business: Advertising campaign helps
to insure and increase the life span of a business organization
...
For instance, the advertisement and
promotion of “Gala” sausage keeps in our mind that UAC food
company lives
...
To protect against the expiration of patents: Advertising
campaigns are launched to help advertiser sell off the bulk of
products they have in their warehouse
...
It gets expires and
therefore becomes a loss for the organization financially
...
Every
dealer of brand wants their brands to be known and identified
with a large market in the economy
...
ii
...
iv
...
Action plan for achieving the result
...
i
...
Where purpose or goal is not
defined, abuse is inevitable
...
Cost Implication: In planning a campaign, it is crucial to enmark
a budget for it
...
More so, the objective
or goal of a campaign has great effect on the cost of
advertisement
...
Action Plan for Achieving the Result: The way to bring about
the purpose or the campaign would be spelt out to ensure error
free procedures in the actualization of the campaign exercise
...
This stage becomes
functional when the purpose of the campaign and budget are
determined
...
Media are vehicles that convey
advertising messages to the target audience
...
Factor
like media credibility and wide reach has significant role to play
to ensure successful campaign launch
...
The one which suit a campaign would be best
advised to be used; whether, electronic, print or social media
...
Some advertiser can choose to use drama, songs,
commentaries, documentaries, speeches, etc as communication
techniques
...
This requires research and
ii
...
iv
...
49
Advertising Copy and Layout (MAC 332) 2013
creativity
...
SELF ASSESSMENT EXERCISE
Explain campaign planning in the light of the objectives,
definition and criteria for consideration
...
0
CONCLUSION
Campaign planning in advertising is a vigorous process; hence, it
should be meticulously observed and carried out
...
These armies, specializing in different fields of advertising ensure
optimum professionalism is expended to achieve success in the
campaign exercise
...
Most appropriate is for an advertiser intending to launch a campaign
to understand what it would take to launch a successful one
...
5
...
This unit x-rayed what campaign planning in
advertising is, with emphasis on the objectives, definition and
criteria to observe before launching a campaign
...
The unit further explained important criteria for considering
planning an advertising campaign
...
6
...
List and explain five objectives of an advertising campaign
...
0
REFERENCE/ FURHTER READING
John-Kamen A
...
Advertising: Genesis, Evolution:
Principles and practice
...
50
Advertising Copy and Layout (MAC 332) 2013
MAC 332
MODULES 2
UNIT 5: DEVELOPING ADVERTISING PLAN
1
...
0
3
...
0
5
...
0
7
...
1
Advertising plan and Promotion
Conclusion
Summary
Tutor – Marked Assessment
References / Further Readings
1
...
The development process
involves examining different alternatives and options that will help
the advertiser attain his purposes
...
With this plan example, student would use
their initiatives to plan a 10 month or a year’s plan that would be
superb and result oriented
...
2
...
Students would also learn how a special
promotion is planned and executed
...
0
3
...
After an organization or advertiser had decided on its advertising
proposal In terms of what to advertise, where to advertise, when to
advertise, why the advertisement is needed and how the advertising
would fit into the promotional event allotted for it, it immediately
begins to develop an advertising plan that will deliver the campaign
objectives
...
It is an
architectural design of the steps to be taken per month or at a
particular point in time to achieve the purpose of an advertisement
...
A most successful advertising plan of an organization is usually a six
month plan
...
Harland et al
(1992) uphold that experience with retailer has shown that 6-months
advertising plan has proven to be the best
...
The current six month plan can be dealt with in very
specific term; the upcoming 6-month plan will start in general terms
and becomes more specific as the beginning of that period
approaches
...
Most people believe
in the lengthy sustenance of advertisement
...
52
Developing the Six - Month Plan
Advertising Copy and Layout (MAC 332) 2013
Building a 6-month plan involves two advertising activities
...
The later activity involves promotional events that will
occur simultaneously with the initial program
...
Harland et el
(1982:28) opine “during those days or weeks that the promotional
events is being advertised, the usual basic advertising of the firm may
be reduced or even discontinued”
...
The plan shown in this unit represents a furniture and small
house wares appliance store as presented by Harland et al (1992)
...
A SIX-MONTH ADVERTISING PLAN
MONTH
MERCHANDISE FEATURED IN
REGULAR ADVERTISING
MERCHANDISEING
FEATURE IN SPECIAL
PROMOTION
FUBUARY
Upholstered furniture bedding-sheets,
pillowcases, pads, and covers
...
Small appliances-blenders,
MARCH
APRIL
MAY
Kitchen tables and chairs dinette
sets
...
The list of featured merchandise should be divided into those items that will be carried
in regular advertising and those items for which a special promotional effort will be
made
...
2
ONE-MONTH ADVERTISING PLAN
FEBRUARY
Upholstered Living Room Furniture
WEEK 1
Feature mid-range prices on daven ports and wing-backed chairs
...
(Newspaper and radio)
...
Use
cooperate advertising with two national brand of recliners
...
)
WEEK 3
Sheets and Pillowcases
Feature both fitted and flat sets in single, full, queen, and king sizes
...
WEEK 4
Bed Covering and Pads
Use the homestead line for the main items
...
Tag in all advertisement “sizes for all beds”
...
From the 6-month plan, a more detailed plan can be made for each month
...
The idea of building a six-month plan is depended on the size,
finance and nature of the organization or business involved
...
A small scale company that has small advertising needs could just
itemize its advertising needs on the pages of a calendar by page
...
Larger organizations or businesses that has more advertising
needs could do a work-sheet with advertising needs clearly stated
...
Frank Jefkin’s six honest men must indicate some of the questions that
should be answered before progress is made in the process
...
Planning a Special Promotion
Longer planning times usually precedes a special promotional
events
...
g
...
In this case needs like buying trips to foreign
countries, clearance for foreign visitors, store displays preparation and
special advertising; all could take from one to three years to plan
...
These points are guidelines that can be
applied to almost any type of merchandising businesses
...
For each promotion, a plan and budget must be set up aside from the
regular advertising plan and budget
...
Tag the promotion with a name and set duration for it to run
...
Draw up a written schedule of activities and distribute copies of the
schedule to all employees
...
Work out some coordination between other promotional efforts like
sales personnel, display, and publicity
...
Share responsibilities to personnel at various phases of the events
...
g
...
6
...
Harland et al (1992) posit that as plan for special promotion is made,
suppliers and media representative should be carried along to ensure that
proper publicity is given to it
...
55
4
...
Supplier
representative should be informed of the events, when this is done,
cooperation would come in terms of special values placement or support in
advertising
...
As for the input of the media; representative
from the media can advise on theme or copy slogans, the sequence and time
of advertisements, mailing dates for direct mail, and preparation of News
stories
...
5
...
Where the decision is absent, advertising effort would not
commence
...
The period the plan is
completed, execution commences almost immediately
...
Definition was given to
the topic, afterwards sample of 6 and 1 months advertising plan were
presented in tables
...
These guidelines were action plan for an event
manager to organize a successful program that can increase sales
tremendously if planned in advance
...
6
...
0
REFERENCES/ FURTHER READING
Harland E
...
price Dr
...
Advertising &
Planning and Techniques
...
U
...
A, Cincinnati
...
0
2
...
0
1:
DESIGN AND
ADVERTISING
...
0
5
...
0
7
...
1
Defining Advertising copy
3
...
3
How to prepare and producing Advertising Materials
Conclusion
Summary
Tutor-marked Assignment
References/Further Readings
1
...
Any
Advertising agency lacking a good copy team is sure to pack up its
business in no long time
...
To write or develop an advert copy, a lot of quality
and creative inputs needs to be made
...
A good copy write
up is enough to earn an organization goodwill and reputable image,
especially when it is well projected and directed to the target
audience on the platform of redundancy principle
...
This simply means that
copy is a communication platform used by advertisers to provoke the
buying behaviours of their target audience
...
Whatever the aim is, it is very important
to know that understanding the concept of copy can help one become
a better advertising practitioner
...
0
OBJECTIVES
At the end of this unit, you should be able to:
Understand what advertising copy is
Define copy writing and its elements
Know and explain different approaches to advertising copy
Practically produce an advertising copy
...
0
3
...
Some people define it
as salesmanship-in-print
...
Some rational thinkers
disagreed with that definition; their argument was predicated on the ground
that some advertising copies have nothing tangible to offer the public,
hence, nothing concrete to sell
...
John-Kamen (2006:145) shares that others maintain that the definition of
salesmanship-in-print is too narrow and myopic; hence, it reduces the
advertising personnel to the role of merchandise peddling
...
Ucheanyan (2013:60) defines advertising copy from a functional
perspective, thus he says “advertising copy is to perform the function of
development of familiarity with product or service brand name, shape,
motives and desires to build believability, giving reasons for selecting a
particular brand over other competing brands
...
Putting these two viewpoints together, one would
say advertising copy is aimed at stirring up a feeling which can either be to
sell, or buy something or sympathize and support a cause which is directed
to enhance better lives for the public
...
Critically, it is rare to question that the overall objective of
advertising copy is to sell something
...
Even if the salesmanship tendency is inactive, the end is to endear
patronage whether physically or emotionally
...
There are two basic type of
advertising copy according to John-kamen (2006:145); these are:
(a)
Product–selling copy: This is a copy type which is basically
designed to sell a product to a particular target audience
...
Principles of a Good Copy
In preparing an effective advertising copy, some vital principles need to be
adhered to
...
John-kamen (2006) enumerates these five principles,
they are:
1
...
3
...
5
...
1
...
The use of colours such as red, blue and green catch attention more
...
2
...
He tends to look for things and situation that is favourable to
him
...
Again, showing concern for your target audience endeared their
interest toward your products
...
3
...
How comprehensive your copy is to your
audience matters a lot; if care is abused, your audience may not give you a
second chance, so understand your audience to determine the language and
words you can reach them with
...
You must make people believe it: Believe is a mental attitude, it can
motivate or demotivate a person
...
In the bible, romans 10:10 to be
precisestates that man believes with his heart before he confesses his
support for or against a faith
...
It is therefore your
job to package messages in a way that would provoke sympathy or
patronage for your products or service, making it truthful and simple
...
“These principles are
unfortunately and frequently disregarded
...
As a
matter of rule, over statement is less powerful than understatement
...
With this, you would
win their loyalty for a long period of time
...
You must make people want it: It is not all advertisement that leads
to immediate sales
...
It aim is to register its presence in the
mind of the audience to provide them with different choices of product or
service
...
For example, CocaCola and Pepsi can operate on this level
...
John-Kamen (2006) finalizes that a copy writer must uphold these five
principles with utmost sacredness
...
”
Elements of a Copy
Having exhausted the principles of an advertising copy, it is necessary to
know and understand the various elements that characterize a copy
...
John-Kamen
(2006:155) supports the position of Ucheanya, by itemizing the elements of
a copy
...
Certainly, there is no rule governing the use of these elements
...
61
Advertising Copy and Layout (MAC 332) 2013
The followings are the element of an advertising copy according to KanemJohn (2006)
...
ii
...
iv
...
vi
...
The headline
The subhead
The body copy
The caption
The blurb or balloon
The box and panels
Slogans, logotype and signature
...
The headline: being the first element of a copy, it is the first contact
element to target audience
...
It is designed with illustration to capture the attention of
the reader
...
2
...
In
some cases, sub-head are placed before the headline because of the
role it has to perform in the advertising copy
...
Research has shown that people reads the
headlines and subhead and quit reading the advertisement
...
For instance advertising an
institution does not need it, because it has no selling points to get
across like a product
...
3
...
All details that the advertiser wants to get across to
his audience are exhausted in this element
...
John-Kamen (2006:156) explains that “some advertisement
copy do not have body copy from a technical stand point
...
” Advertisement built around a cosmicstrip style, picture, and caption advertisements, fall into this
category
...
Captions: They are small unit of types, used with illustrations,
coupons and special offers
...
They
62
Advertising Copy and Layout (MAC 332) 2013
are set in type sizes smaller than body text
...
5
...
It is usually used as captions to portray a secondary
feature in the story
...
They are sometimes used as headlines and in such
cases they are not changed in any way except to be displayed in
large size type and place at the head of the advertisement
...
Box and panel: A box is a caption around which a rule has been
lined by an advertiser; singling it out from other copy
...
Box and panel are
both used in advertisement in features such as coupons, special
offers and contest rules
...
Slogans, logotypes, trade-marks and signatures: These are
insisted by companies to appear in every advertisement they
disseminate
...
This display practice is called a
logotype which is often abbreviated in advertising jargon or slang to
“logo”, “sig” or “sig cut”
...
A trademark is usually called a “Trade name”
...
3
...
Copywriting on the other hand is the process of actualizing
an advertising copy
...
Copy
writing is concern with every element that would appear in the
completed message
...
Ucheanya (2013:60) defines copy writing as “the art and act
of putting together those elements that will project a product or services
to achieve its objective
...
He posits that every copy writer must revise their copy
until they are able to say a hundred words and make their copy readers
thinks a thousand (Brisbane)
...
These 3 basic forms of writing enable us to make our choice when
preparing a copy
...
Description
b
...
Exposition
a
...
He describes in details the features
of a product or service with the aim of creating a mind picture in his
audience
...
A descriptive copy could
be objective, or subjective or both
...
A Subjective Description: Is aim at given the audience an
impression of excellence rather than picture of details
...
It draws upon the imagination of the users to enable
them see it as desirous and worth patronizing
...
Narrative form:This type of copy writing is also referred to as ‘story
copy’ it presents a product or service by narration
...
This copy form is written to highly
accommodate human interest
...
This appeal is usually built around
some simple interesting situation which the reader might experience
himself
...
It can be written inform of a monologue or
dialogue; where a user of the product is relating his experience to a
64
Advertising Copy and Layout (MAC 332) 2013
prospective buyer
...
This form of appeal should be full of
human interest, imagination, intimate with personal need in nature and
carefully built to correspond with the selling fixed rules or formula,
attention, interest, desire and action
...
c
...
It is suitable for advertising
commodities that appeal to reason or business sense or the reader’s
interest
...
3
...
Preparing and producing advertising materials is not a mean task
...
At this stage people know you are working out
something which they expect should appeal to their sense of
patronage
...
Ucheanya (2013:56) states the various stages of
preparing advertising materials for the divers mass media
...
ii
...
iv
...
vi
...
i
...
Planning: This refers to the various steps to be taken by an advert
professional in-order to achieve his advertising aim
...
At this stage the
professional considers all it would take him to actualize an
advertising copy
...
Where he fails to count the cost
of projecting a successful campaign, he has automatically planned
to fail”
...
Research: This process requires an advert professional to enquire
into the nature of the advertising campaign he desires to embark
upon
...
t
...
when he get answers for all these, he can proceed to the next
stage
...
iii
...
What material to use and how to use
them becomes a brain work
...
iv
...
Keeping each meeting or contact report helps to
solve any eventuality that might arise from the client
...
Contact report in a layman understanding is a minute
of meeting with a client of an advertising agency, whether the
meeting is informal or formal, provided the contact has
relationship with the work at hand, it must be reported
...
Assuming the
report of that meeting is not taken; such client might claim to have
said it and then have his way, which may stall the agency’s time
and effort
...
v
...
The assumption of planning the advertisement is
considered as well as pattern, arrangement of lines, spaces, shapes,
elements or details of decoration are annex to develop a suitable
advertising copy for client
...
It is pertinent to note that before you create an
advertisement, there must be space to actualize it
...
These are usually applied to get the required layout
that an advertisement needs
...
Illustration is therefore a pictorial arrangement of the
elements that explains or clearly shows the practical ideas conceive
for a product or services
...
Story board: This stage is concern with series of actions and
movements of the camera in order to ensure a proper interpretation
...
The story board is a visual translation of the script
...
Ucheanyan (2013:59) holds that “the story board presents the
sequential order of movements, actions, picture and visuals that
make up an advertisement
...
Television script in its initial form is arranged in a single
column format called the rehearsal script
...
A running order is prepared from the script after the technical
planning contact
...
Millerson (1975:187) in
Ucheanyan (2013:59) described the script breakdown as an
operation guide that contains the “moves and timing involved which
can be seen at a glance”
...
Production: At this stage we consider the final output of the
advertising process
...
Whether the advertisement would achieve it aim or not
is going to be determined at this stage
...
4
...
Advertising is not a profession
for everyone but a profession for every creative and artistic
personality
...
Also, the motive which causes them
to act in the desired direction should not be ignored, John-kamen
(2006:163)
...
5
...
A good copy can translates to an
excellent and continuous patronage
...
We considered the principles of a good copy, which informs that they
must be seen, read, understood, believed and wanted by the target
audience
...
We also looked into the approaches to writing an advertising copy, this
topic explains the basic forms of writing as proposed by John-kamen
68
Advertising Copy and Layout (MAC 332) 2013
(2006:151)
...
6
...
List and explain the stages of preparing and producing
advertising materials
...
7
...
U (2006)
...
Ucheanyan, C
...
Principles and Practice of Advertising: A new
Perspective
...
0
2
...
0
4
...
0
6
...
0
Introduction
Objective
Main Content
3
...
0
INTRODUCTION
Advertising like other areas of business involves making choices
...
This choice of medium
would actually determine the allocation of advertising resources; whether
69
Advertising Copy and Layout (MAC 332) 2013
man power, finance or equipment in a way to generate the best possible
promotion for the business
...
This unit would present information about two major types of printed
media which are: Newspaper and Magazine, and later focuses on one of
them, precisely the newspaper because of its multi-dimensional feature
...
2
...
0
3
...
Understand creative tactics and characteristic of an effective printed
advertisement
...
MAIN CONTENT
Planning and Utilising Printed Media
...
It is not an allaudience media
...
Notwithstanding, the inability of a person to read could be
an obstacle towards his effective utilization of these types of media
...
The third is direct mail; this accommodates the other printed form of media
which can be used to disseminate information to target audience
...
Harland E
...
Price (1992:63), give statistics of
Newspaper’ Circulation in America during this year, hence, in 1992, it was
recorded that there was 1700 daily papers with a circulation of about
62,600,000 copies
...
In addition, they record that, there were unknown numbers of
70
Advertising Copy and Layout (MAC 332) 2013
neighbourhood shoppers or advertising papers which were available for free
to interested readers
...
Magazines are different from
newspapers in many respects
...
The numbers of magazines in United State in 1992 were close to 5,000 with
an approximate total circulation per issue of 260,000,000 copies
...
Besides, the three major forms of printed advertising media, several other
forms are available to businesses
...
Advertising specialties,
2
...
Point-of-purchase advertising
...
They help develop a sense of
identity for communities and are also generally acceptable medium,
keeping people informed on daily events around them
...
Types of Newspapers
Newspaper varieties are five majorly, these are:
i
...
Daily Newspaper
iii
...
Shopper Newspaper
v
...
This has its presence in every state, and local government of
Nigeria
...
g
...
II
Daily Newspaper: this majorly originates from a particular city with
circulation concentrated in that city
...
IV
Shopper’s Newspaper: this is often published weekly
...
V
Special Newspaper: as its name implies, this newspaper is a focus
group newspaper
...
The most important thing in having types of newspaper in the fact that it’s
provide advertiser option withy reaching a target audience
...
(a)
...
It is the
type many corporate organizations most often use
...
The 3 types of display advertisement are: local, general, or national
and cooperative
...
Local advertising posits a specific product or service you can purchase at a
particular store or firm
...
E
...
, Political candidate, land lord
association etc
...
However, it basically
point out features and benefits of an item, such as brand of soap, car model,
mobile phone service, insurance services etc
...
It functions for the purpose of promoting both the
brand name item and the local firm (s) that carries the item
...
(b)
...
Usually limited, they are grouped in categories
72
Advertising Copy and Layout (MAC 332) 2013
like: change of name, employment, household, rentals and company
registration
...
1 shows both a display and classified advertisements
...
, APCON
Public Relations Manager – Bsc PR, NIPR
Admin Officer – HND/Bsc Bus
...
Marketing officer – OND,SSCE
...
com
CHANGE OF
NAME
...
PROPERTY
FOR SALE!
A 2 storey
building along
Awolowo way
Victoria Island is
selling for 10
million naira
...
2
...
4
...
The newspaper has a low price tag that enables reader to purchase it,
extensive market coverage and easily attract quick feedbacks
...
Newspaper advertisement can easily be changed, deleted or inserted
on short notice, at times within publication hour, if necessary
...
The referral factors or number of times the advertisement
is read is also crucial
...
Broad circulation in a specific trading area
73
Advertising Copy and Layout (MAC 332) 2013
provides the best possible coverage by a single medium for most
firms
...
Four basic questions would need to
be answered, these questions are:
a
...
c
...
What item(s) should be advertised?
What fact should be included about the item to be advertised?
What should be the price tag for the item to be advertised?
How many unit of the product will be available for purchase?
After providing answers to these questions, then the print advertising copy
would commence production processing
...
Characteristic of Competitive Edge
For an advertisement to have a competitive edge, the elements of
advertising must be well integrated in such that can captivate audience and
provoke their patronage
...
(a)
(b)
(c)
(d)
Is the headline noticeable and big enough to stand up against the
noise of other headlines? Headlines should be large enough so they
are not overshadowed by other advertisement
...
Does the logo type stand out? The logo should be conspicuous
enough to highlight the business quickly and destructively to
establish the company personality
...
A careful layout
stage can make a small advertisement compete effectively
...
Characteristics of Price Prominence
Price is a control factor for influencing audience toward patronizing a
product or service
...
Readers would want to know ‘what the product would
cost him?’ ‘is the offered at reduced price?’ ‘is this a saving or more cost
increment?’ comparative shopping through advertising is a modern trend
...
Goods that are
purchased frequently, such as food item, must be priced to attract
customers
...
3
...
This element would guide the reader, to
the advertisement
...
Most advertisers because of advertising derailment of objective lost focal
point when preparing advertisement
...
Layout Techniques in Printed Advertisement
When decision to use a printed advertisement designer is made, it is
therefore petinent to provide facts to be used in the preparation of the
advertisement
...
According to the Harland et al (1992:67), “a rough layout of a business
advertisement is simply a guide used to show the placement of an element
that6 will appear in the finished advertisement
...
Harland et al (1999:67) further emphasise
that “a layout is to the advertiser what blue print is to an architect: a way of
telling where different element go”
...
The following techniques will help an advertiser achieve the objective of an
outstanding layout or critique the layout of an advertisement designed by
another person
...
Design Flow: the eye beholding the advertisement must be directed
orderly from the top to the bottom of the advertisement because a good
layout comprises a collection of related and compatible elements
...
The most common pattern as enumerated by Harland et al (1992), are the
“S” “C” or “Z”
...
The most crucial element in the advertisement should be place at or near the
optical centre of the advertisement
...
See figure 2
...
Another strategy close to design flow is having the people
shown in an illustration look straight to the advertisement
...
No deformity shape
collection introducing
Shape equipment to help you
keep fit always each
...
Harland et al (1992:68) state some point to put in mind
when arranging advertising elements
...
Do not separate
the headlines from the copy by an illustration
...
Type lines of about 3 to 31/2 inches are
easy to read; 5 inches is the maximum length
...
Use Sensible Proportion: Layout should be sized to please the reader’s
eye and to provide the most effective means of developing the illustration,
headlines and copy message
...
To determine an appropriate proportion
for advertisement, just look at some advertisement and see what is
attractive, and then apply it
...
76
Advertising Copy and Layout (MAC 332) 2013
(4)
...
If an advertisement includes a coupon, there should be a
noticeable boarder, either a solid or a dotted line, around the coupon so
readers know what it is
...
(5) Use Of White Space and Boarder: An advertisement obtains full
impact and interest when there is balance in the use of the white and black
spaces in it
...
White space is an important tool used in layout
...
White
space can be used to create a visual flow through the advertisement and
keep the reader’s gaze on the massage
...
A border perfoms an important function in almost every advertisement
...
It also helps a small advertisement
from being absorbed by other neighboring adverts on thesame newspaper
...
4 more comprehension
...
White space
draw the readers gaze to the illustration
...
1234, off Estate Avenue
+234-7011002110
Position of Advertisement on the Newspaper Page
Harland et al (1992) explain that “classified advertisement appears in
specific predetermined section within the want advertisements”
...
When a display advertisement is set up on a newspaper page, the largest
advertisement is placed in the lower right hand corner of the page
...
After the news-stories are place on the page the remaining
space is filled with smaller advertisements
...
5 visually illustrates this approach to building a newspaper page
...
For instance, a large advertisement appearing once a week might gain more
readership than two smaller advertisements
...
The business identification would then be closet to the news
stories and have a greater chance to being recognized and associated with
the advertisement
...
5
________________________
________________________
_____ ______ ________
_____ ______ ________
3-COLUMN AD
_____ ______ _______
___ NEWSPAPER STORIES______
_____ ______ _______
_____ ______ _______
_____ ______ 1 COLUMN
_____ ______ AD
_____ _____
_____ _____
_____ _____
4-COLUMN AD
_____ _____
_____ _____
_____ _____
_____
_____ 1-COUMN
_____
AD
If advertisers should examine the
ways than newspapers typically
stack advertisements to know what
size and style advertising potential
customer would be likely to read
...
In other word, There is no guiding rules as to how
advertisement should be placed on a magazine page
...
The diagrams below illustrates this further
____
_____
_____
_____
_____
_____
_____
_____
_____
_____
_____
____
_____
_____
_____
_____
_____
_____
_____
_____
_____
_____
Island one-third page pattern
_____
_____
_____
_____
_____
_____
_____
_____
_____
_____
_____
_____
_____
_____
_____
_____
_____
_____
_____
_____
_____
_____
_____
_____
_____
_____
_____
_____
_____
_____
_____
_____
Half page pattern
______
______
______
______
______
______
______
______ _____
______ _____
______ _____
______ _____
______ _____
______ _____
______ _____
_____
One- Third page pattern
Horizontal half-page pattern
79
Fig 2
...
positioning of advertisement on a given page in a magazine can take
several form: four of these form are shown here
...
Burke, advertising in market place(New
York MC Graw-Hill)(1980:311)
Preparing an Advertising Request
According to Harland et al(1992:77), an advertisement request form is
“generally used in business to aid in developing and scheduling
advertisement
...
Sometimes, someone out side the firm prepares
the advertisement
...
The complete form should contain a summary of essential information
needed for preparing the advertisement, which basically prompt the writing
of the copy
...
A TYPICAL ADVERTISEMENT REQUEST FORM
REQUEST FOR ADVERTISEMENT
To be published___________________________________________________________
(day of week)
(date)
Newspaper _______________________________________________________________
This request and sample of merchandise are due
...
________________________________________________________________________________
_________ ______ ______ ______ ______ ______ ______ ______ ______ ______ ______ ______ ______ ______ ______ ______ ______ ______ ______ ______ ______ ______ ______ ______ ______ ______ ______ ______ ______ ______ ______ ______ ______ ______ ______ ______ ______ ______ ______ ______ __ _________ ______ ______ ______ ______ ______ ______ ______ ______ ______ ______ ______ ______ ______ ______ ______ ______ ______ ______ ______ ______ ______ ______ ______ ______ ______ ______ ______ ______ ______ ______ ______
Merchandise to be advertised
__________________________________________________________________________________
______________________________________________________________________
Materials__________________________________________________________________________
__________________________________________________________________________
Colours ____________________________________________________________________
Sizes _________________________________________________________________________
Sales price_______________________________ Cost_____________________________
Regular price_____________________________ Last Price_________________________
Quantity ________________________________ amount in home _____________________
Amount of merchandise in naire(retail)________________________________________
_______________ clearance sales __________reduce price ________regular stock regular price
___________ special purchase sale _______ prestige promo _______sales of irregulars
Special information:
_________________________________________________________________________
Size advert request _____________ x_____________ Dept mgr
...
___________________________________________________________
Advertising Copy and Layout (MAC 332) 2013
Date _______________________
(Attached old illustration or picture for new)
Some Newspaper Advertisement Terms
1
...
2
...
Camera Ready: An advertisement layout that is ready for final
photographing
...
4
...
5
...
6
...
It is two pages facing each other and presented as a single advertisement
...
Full Position: The space occupied by an advertisement at the top of a
column with news matters along one side, or place next to or following
reading matter but no other advertisement
...
Gutter: The blank space that forms the inside page margin gutter position is
advertising space next to the gutter margin
...
Insert: printed matters, such as promotional advertising, that is for delivery
with the newspaper
...
Kill: to stop the publication of an advertisement
...
Make Good: a free repeat insertion of an advertisement to compensate for
an error in the original insertion
...
Design an advertising request form
...
0 CONCLUTION
There are various benefits and advantages of using print advertising
...
More so, print media offer low cost per reader, a wider market coverage,
and usually a quick response from large audience
...
By learning the fundamental principles associated with print media
advertisement, advertiser’s can help smooth the process of communicating
their sales message to potential customers
...
0
...
Once a
decision is made, an advertiser decides the print media to use
...
Two
major popular print media were considered; newspapers and magazines, but
an emphasis was placed on the newspaper
...
Types of newspapers were discussed
alongside with two major types of newspaper advertisement
...
Furthermore, the
unit examined the characteristic of an effective advertisement were three
major characteristic were explicitly justified
...
Finally, the unit was wrapped up with an advertising request form and some
newspaper advertising terms
...
0
TUTOR –MARKED ASSIGNMENT
What are the elementary considerations for planning and using printed
media? List and explain
...
7
...
Samson and William T
...
Advertising Planning
Techniques :South –Western Publishing, Ohio, Cincinnati
82
Advertising Copy and Layout (MAC 332) 2013
MODULE 3
UNIT 3: PREPARATION AND PRODUCTION OF BROADCAST
COMMERCIALS
1
...
0
3
...
1
Radio Advertisement: Preparation and Production
3
...
0
Conclusion
5
...
0
Tutor-Marked Assignments
7
...
0
INTRODUCTION
Broadcast media are domestic media that crave for attention during
leisure times at home, offices, restaurants, and so on
...
The two main reasons people listen to or watch
broadcast media are for information and entertainment
...
600 of these stations have link with one of these major national
networks such as ABC, CBS or NBC
...
In Nigeria, similar trend obtain, and given the amount of both private
and public broadcast media in the country, an individual is rarely far
from a radio or television broadcast area
...
Portable television sets in
similar vein have made it possible for people to view programs away
from home
...
0 OBJECTIVE
At the end of this unit, you should be able to achieve the following:
Prepare and produce broadcast commercials
Understand the tactics used in broadcast commercials
Understand how both radio and television programs can be used
to advertise product and services
3
...
1 The Radio Advertisement: Preparation and Production
Radio is unique among the advertising media; it is not a selfish medium
that wants all attention to itself like the television
...
It is also referred to
as a blind medium
...
Its information cannot be played back like a recorded tape
...
In fact, some people have the radio for
background sound and a feeling of companionship
...
Radio Formats Selection for Advertising Audience
Radio format helps to define a particular audience that listens to a program
and why
...
Various radio formats are available
and they attract listeners who have certain characteristics
...
Harland et al (1992) state nine (9) basic radio formats, they include:
84
Advertising Copy and Layout (MAC 332) 2013
(a) Progressive Rock: This format appeals to the young adult audience
between ages 18-24
...
The music selections are usually up to 5 minutes and
fewer than average commercial per hour are run
...
This format is often the highest rated in the market
...
(c) Middle of the road: This format appeals to the old group of listeners,
ages 25-49
...
(d) Good music: Older audience enjoys this format; “Good Music” is
background music
...
It is often called “elevator music”
...
These
appeals to older adults
...
In some
markets, country and western station has substantial share of teen
listening and some other time another group
...
(g) Ethnic : This format audiences prefer music ranging from rhythm
and blues, reggae, and jazz to “good music”
...
(h) All news: This format present continuous news throughout the day,
older audience is generally appealed to this station
...
It has a lower rating but
high cumulative listenership, that is, an audience who listens
repeatedly to that specific radio station
...
It has
been called “companion” or “dialogue” radio
...
Having known the categories of radio formats which define radio
audiences, an advertiser now has insights whether a particular station
would be good for reaching the target audience
...
It is also pertinent for the advertiser to
know the reach of these modulations
...
It is usually used by
network stations
...
FM radio station broadcast on the band of
88 to 108 megahertz and provide static-free reception
...
FM is preferred by
listeners with stereo radio receivers
...
However, many businesses have
discovered that radio commercials on FM stations do an excellent
job of reaching their desired listeners
...
Planning it requires some
crucial details and information which the media staff may not be prior to
except the advertiser
...
The planning according to Harland et al (1999:95)
should include decisions about:
i
...
Who the target audience will be
iii
...
Often the teens are disposed to radio from
mid to late afternoon when students are just out of school and early evening
after dinner hour, when they are studying are preferred times
...
Try to have advertisements
carried with the farm market reports or news program
...
You can reach many people who commute to work by
broadcasting your message during drive time
...
For most communities, this time is from 6 to 9a
...
m
...
Spot
announcements are advertisements presented during a selected amount of
time between programming
...
Program sponsorship involves contracting the support a specific program
such as x-factor, maltina dance hall, MTN project fame of local football
league
...
Spot Announcement
Spot announcement for duration of 60 seconds can carry 16 words
...
Statement from satisfied customers,
word pictures, sound effects, creating a mental picture of the product and
many more can be used to get the radio advertisement equivalent of the
printed medium’s illustration
...
More so, the area of exchange in 60 and 20 or 30 seconds radio
advertisement is in the copy body
...
Nevertheless both maintain the same introduction and
conclusion
...
The special deli this week is sliced cake bread with bean cake
...
And save on famous fried rice and chicken with boiled eggs, N950 naira
...
Mama’s place, open 7:30am to 6pm daily at
121 Nerdec street adjacent car wash, Agidingbi
...
You can save up to 50
percent and more
...
Another value is the 6-packs of 10w-40 mark V-motor oil,
regularly N 3,000, now just N 1,500
...
Okoro parts in iron street, EbuteMetta
...
You can save up to 50
percent or one
...
other prizes have been slashed – floor mat, a matched set of four ,
regularly N 4,500, now just N2500; a huge supply of racing mirrors priced from N800 to N3,000;
and extra-heavy-duty shock absorber, regularly N7,500 per pair, now only N3,500 at okoro parts
...
Make okoro parts your headquarters for all
your auto needs, okoro parts in iron street EbuteMetta
...
Advantages of Radio Advertising
There is no off season or off time in radio listening; people tend to listen to
radio all through the year
...
In most homes, radio tends to be more functional and active than
television
...
Some people even put it on when they are asleep
...
In small communities, the radio may be the only advertising
medium
...
Advertising messages can be changed or
created and be disseminated immediately
...
In radio advertising, advertisements are presented at a time, so the
advertising message stands alone, as it would not in other media
...
3
...
4
...
Most drivers turn it on when they travel to and from work;
its listenership in cars is a significant audience for most advertisers
...
A well-written advertisement read effectively by an announcer can
result in a productive message
...
Repeated use of
introductory music and the same voice builds listener recognition
...
Business
88
Advertising Copy and Layout (MAC 332) 2013
name and prices are advised to be mentioned at least twice or thrice during
each commercial
...
SELF ASSESSMENT EXERCISE
List and explain what radio formats are
...
2 Creative Tactics for Television: Preparation and Production Of a
Commercial
As consumers, we see so many television commercials that are easy to take
for granted because of the amount of time, effort, and money that goes into
making them; this was the opinion of George
...
Belch and Michael
...
Belch (1995:306)
...
One, a cost per-minute basis commercials
are the most expensive productions seen on television
...
B
...
Price (1992) on the other hand viewed
television as a favored medium if demonstration of a product is important
in the advertisement
...
The motion, sound and dramatics of a televised commercial offer a
tremendous range of possibilities for the creative advertiser
...
Unlike
the print, the viewer does not control the rate at which the message is
presented, so there is no opportunity to review points of interest or re-read
things that are not communicated clearly
...
Harland et al
(1992:97) comparing television with radio sees it has a cumulative medium
...
It is the
impact of seeing a commercial several times that brings about the
customers’ reactions
...
They explain that for an effective use of this medium both must work
together to complement themselves in order to create the right impact and
communicate the advertiser’s message
...
Video and
89
Advertising Copy and Layout (MAC 332) 2013
ii
...
Audio
Video: This element is the visual component of the television
commercials
...
The visual portion
generally dominates the commercial, so it must attract viewer’s
attention and communicate an idea, message and image
...
ii
...
They may be heard through the direct
presentation of a spokesperson or as a conversation among
various people appearing in the commercial”
...
SELF ASSESSMENT EXERCISE
Explain what you understand by creative tactics for television
commercials
...
Most
commercial television station’s programs like: local news, weather and
sports reports revolves around national programs
...
Some stations work hard to build viewer loyalty by specializing more on a
category of programs to see viewers who stick to them
...
Harland et al (1992)
stress further that cable television has made an impact on television
90
Advertising Copy and Layout (MAC 332) 2013
formatting by enabling stations to create a narrowly focused format
...
Planning and Preparing of Television Commercials
George et al (1995:308) identify that one of the first decisions that has to be
made in planning a TV commercial is the type of appeal and execution
style that will be used
...
Various execution styles used with rational
appeals such, as a straight sell or announcement¸demonstration, testimonial,
or comparison, work well on television
...
Harland et al (1992: 97) posit, “One way to ensure a quality picture in a
television advertisement is to film it with television camera using 35mm
film rather than a video tape recorder”
...
Contrary to George’s first step to television advertisement, Harland et al
(1992) upholds that the first to television advertisement is to ask “what
should be advertised?’ He advice that local advertisers must be sure that
their advertisements should compare favorably with those run by national
advertisers, who have considerably more money to invest in the production
of their advertising
...
Television is essentially an entertainment medium, and many advertisers
recognize that their commercials are successful because they entertain as
well as giving information to their audience
...
Script is a written version of a commercial that provides a detailed
description of its video and audio content
...
The video portion of the script provides the visual
plan of the commercial, camera actions and angles scenes, transitions and
other important descriptions
...
Once the basic script has been conceived, the writer and the art director get
together to produce a story board, a series of drawings of the video scenes
and descriptions of the audio that accompanies each scene
...
In some situations, a videotape of the story
board along with the sound track may be produced if a more finished form
of the commercial is needed for client presentations or protesting
...
This phase is in 3 stages, thus:
1
...
2
...
3
...
Figure 3
...
set shoots
-Night/Weekend shoots
-Talent arrangements
Source: George E
...
Belch in Intro
...
Harland et al (1992:98) emphasize that advertiser’s can 60-, 40, -30, 20-,
and 10-second-long television spot announcements
...
They concluded that about twothirds of T
...
The starting point in preparing a commercial is determining the theme or
major point to be made
...
Some of the message may not result as audio but it will be
shown in the video portion of the advertisement
...
This sketch as stated earlier on is referred to as the story
board
...
He makes his
conversation in omniscience point
of view to attract the audience to
purchase the product
...
SELF ASSESSMENT
With the aid of diagram explain the three phases of production for
electronic media
...
0
CONCLUSION
The broadcast media; radio and television give advertisers’ communication
lines to potential customers
...
Radio offers numerous advantages to its audience, its portability,
wide reach, and unselfish services by which audience can be doing other
things to it, endeared many advertisers to utilize it, as a quick medium to
reach their audience
...
Radio advertising requires adequate planning; time purchase,
production of advertisement and audience in focus are the basic elements of
its success
...
Though it cost much to
produce a television advertisement, yet it has more impact in areas of
reaching and having something to offer all categories of audience; hence:
elites, illiterates, dumb, deaf and so on
...
An advertiser can use a
professional to prepare advertisements that will take full advantages of
television’s capability to present a product or service using sound, motion
and
visual
demonstration
...
1
SUMMARY
This unit commenced with enlightenment on what broadcast media is, their
purpose and uses for an advertiser
...
So, advertisers take advantage of the
objectives of the broadcast media to reach out products and services to their
audience
...
They are careful with this so they don’t lose focus of their
own aim, which is to provoke audience to patronize them
...
Two radio frequencies were
treated; they are the amplitude modulation (AM) and the frequency
modulation (FM)
...
Radio formats
for categories of audience and television formats were treated as well
...
94
Advertising Copy and Layout (MAC 332) 2013
While treating the preparation and production of a radio commercial, the
questions that were needed to answer were:
(I)
(II)
(III)
What should be advertised?
Who are the target audience and
What message would attract the audience
...
It
could run for 20-, 30-, or 60-seconds depending on the choice of the
advertiser
...
Television creative tactics for preparing and producing commercials were
justified with the aid of a diagram
...
More so television formats were
examined; it was observed that television has no specific format per-se as a
radio does for all categories of audience
...
g
...
Advertiser such as liver brothers
which deals in house hold product may choose to advertise here
...
For instance, African magic is strictly a family channel,
channel ‘O’ is a music station, CNN, is strictly for news and so on
...
Broadcast advertising can be used in a number of special ways besides just
running commercials
...
6
...
Write a 30-seconds radio commercial script
...
What do you understand by the term ‘story board’, what
relevance has it in a television commercial? Explain with the aid
of diagram
...
0 REFERENCE/FURTHER READING
Harland E
...
Prince (1992)
...
95
Advertising Copy and Layout (MAC 332) 2013
George
...
Belch and Michael A
...
Introduction to Advertising
and Promotion; an Integrated Marketing Communications
Perspectives, 3rd Edition
...
S
...
96
Advertising Copy and Layout (MAC 332) 2013
Module 3
UNITS 4
1
...
0
3
...
0
5
...
0
7
...
1
Guidelines for Evaluating Copy Outputs
Conclusion
Summary
Tutor-marked Assignment
References/Further reading
1
...
These advertisements rarely consist of all elements of a
copy
...
2
...
4
...
6
...
The headline
The subhead
the body copy
The caption
The blurb or balloon
The box and panels
The slogan, logotype and signature
...
There is no specific rules that determines which element to be
used in an advertising production or which should not
...
In some instances, the clients may want to have the
rough layout or story board pretested to get quantitative information to
assist in the evaluation”
...
97
2
...
0
At the end of this unit, students should be able to identify and
comprehend the various guidelines enumerated for evaluating copy
output
MAIN CONTENT
3
...
Evaluating a copy
is no mean task for an advertising professional, it requires high a level of
professionalism to determine whether an advertisement is good to go to the
target audience or not
...
However the total integration of copy and media to provoke the
audience unto patronizing an organization is what advertising objective
really is
...
We shall examine Seven (7) evaluating guidelines in this
unit
...
Consistency Of Creative Approach With Brands Marketing And
Advertising Objective
According to George et al (1995:312) “,One of the most important factors
the client must consider is whether the creative appeal and execution style
recommended by the agency are consistent with the marketing strategies
assigned in the overall marketing program”
...
Whatever the advertising
professional does, he must ensure that the creative process must align and
compatible with the reputation of the brand
...
2
...
We should also be able
to determine if this agreement communicates what it is supposed to
...
This is crucial because creative experts
sometimes are carried away by the graphics and animation of an
98
Advertising Copy and Layout (MAC 332) 2013
advertisement that they lose sight of what the advertising message is
supposed to be, therefore coming up with an approach fails to execute the
advertising strategy
...
3
...
Take for instance a creative
approach which is intended for children and teens having two matured man
and woman is the only characters that promoted the product and service
...
The primary focus of this guideline is to determine if the creative approach
or execution recommended will appeal to, understood by and communicate
effectively with the target audience
...
Advertisers generally disapprove
advertising that they believe will get negative reaction from the target
audience
...
4
...
Advertising is supposed to communicate a clear, simple and
convincing message to a brand’s audience but most advertisements gives
their audiences work to do by tasking their brain before getting the message
it is conveying
...
5
...
t
...
George et al
(1995:13) point that “a common criticism of advertising, and television
commercials, in particular, so much emphasis is placed on creative
execution that the advertiser’s message gets overshadowed
...
The increase in the clutter of most advertising media has necessitated the
use of a novel creative approach to attract reader’s and viewer attention,
hence, the creativity cannot overwhelm the message, George et al (1995)
advise that clients must walk a fine line to make sure the sales message is
not lost and be careful not to stifle the efforts of the creative specialists and
force them into producing dull, and boring advertising
6
...
The media style and content
determine its viewership or readership and the nature of the advertisement it
contain, consideration should be given to how well the advertising fits into
the media environment in which it will be shown
...
To place advert in any of their
radio stations, considerable effort should be made to know and identify the
language and major or audience of these two media before placing
advertisement in them
...
Is the advertisement truthful and tasteful?
It is the responsibility of the advertising client to determine if an
advertisement deceives or offends the target audience
...
To ascertain the truthfulness and tastefulness of an advertisement, the firm
legal department may be asked to review the advertisement to determine
whether the creative appeal, massage content, or execution could cause any
problem for the company
...
SELF ASSESSMENT
List and explain the various guidelines stated for evaluating a copy
output
4
...
CONCLUSION
The basic guideline for evaluating a copy output have been listed and
thoroughly explained
...
There may arise a situation capable of making an advertising
agency deviate from the standard the firm uses to judge creative output
...
Which ever approach that is
used, the bone of contention is that a standard evaluation should be
conducted for every advertising approach before it is disseminated to
audience
...
0
...
The units
outline seven basic guidelines as expounded by George et al (1995)
...
As stated in the unit, organization may choose to
deviate from the basic outlined guidelines
...
The following were the guidelines discussed in this unit:
a
...
Appropriateness of the creative approach for the target audience
c
...
d
...
Does the creative execution overwhelm the massage?
f
...
Is the advertisement truthful and tasteful?
6
...
TUTOR-MARKED ASSIGNMENT
How can you determine if an advertisement is truthful or
tasteful?
What do you understand by the appropriateness of the
creative approach for the target audience?
What argument does the writer stated, when creative
execution overwhelms the message?
7
...
Belch and Michael A
...
Introduction to
Advertising and Promotion: An integrated marketing
communication perspective, 3rd edition, Irwin/McGraw-hill
publishing, U
...
A
MAC 332
MODULE 4: ADVERTISING MEDIA PLANNING AND STRATEGY
Unit 1: An Overview of Media Planning
Unit 2: Advertising Media Objective
Unit 3: Media Planning In Advertising Agency
UNIT 1: AN OVERVIEW OF MEDIA PLANNING
1
...
0 Objective
3
...
1 What is media planning?
3
...
0 Conclusion
5
...
0 Tutor-marked assessment
7
...
1
...
Media are vehicles that convey the advertiser’s messages to the target
audience
...
Some school of thought had it that the media is synonymous to
the message, hence, where the media is not seen, advertising message die a
natural death
...
Planning
when, where and how the message is to be, is develop the framework that
will deliver the message to the target audience in the most efficient and
cost-effective manner possible in a way that will communicate what the
product can do
...
2
...
3
...
1
What is media planning?
George et al (1995:318) define media planning as “the series of decisions
involved in delivering the promotional message to the prospective
purchasers or users of the product or brand”
...
It is a process in which a number of decisions are made,
some would be altered while some changed; these processes continue as the
plan develops
...
Media plan puts
very much interest in the medium of communication because; it is this
medium that helps to determine the budget that would be set for the
advertising campaign
...
103
Advertising Copy and Layout (MAC 332) 2013
An Overview of Media Planning
Media planning is one of the advertising planning processes which are
subject to a reasonable degree of systematic thought and analysis
...
Media planning is inextricably part of the total advertising plan
...
This does not mean its methods cannot be studied
separately
...
What do you understand by “media planning should not be treated
independently but part of the advertising process”
...
It provided multiple options of
media to the expert to work around with before he determines the
appropriate ones for a particular advertising campaign
...
In addition to these are support media which the
media plan expert exploits to drive home the objectives of an advertising
campaign, these include: direct marketing, special advertising, and in-store
point-of-purchase
...
But media selection becomes
so involve due to the nature or characteristics of the media themselves
...
Outdoor, direct media and each of the others offer their own advantages as
well
...
V and
Silverbird television and so on
George et al (1995) contribute that “the potential for achieving effective
communications through a well-designed media strategy was demonstrated
by a flower company called PC flowers
...
The company then started to advertise its
services on prodigy, a computer service with 2 million subscribers
...
Likewise, MCI, the
number two long-distance company, was losing market share to AT&T
until it began blitzing the market with promotions and other advertising
messages
...
The company effectively stemmed the market share erosion
...
The amount earn mark for an advertising campaign is not a criterion for it
to produce a profit goal which the advertiser anticipates, but what does, is
the quality of work put into the media plan
...
SELF ASSESSMENT EXERCISE
Explain the situation of PC flower and MCI as narrated by George et
al
...
3
...
It is in summary a way to find perfect
media combination that would drive or disseminate the advertiser’s sales
messages to the right market and audience, thereafter achieving patronage
at the highest positive level
...
In fundamental
sense, they emphasize the goal of media plan as one that finds that
combination of media that enables the manner to the largest number of
potential customers at the lowest cost
...
As stated
elsewhere, a series of decision are taken in this process; some rejected,
some adopted, while some are developed to ascertain the desired goal of an
advertisement
...
Possibly, to
maximize the advertising objectives
It is so unfortunate that media strategy decision has not become a standard
task
...
These
challenges include:
(1) Insufficient Information
(2) Inconsistent Terminologies
(3) Time Pressures
(4) Difficulty Measuring Effectiveness
...
Insufficient Information
Media planner often requires information about media and markets, more
than it is available
...
For
instance, George et al (1995) say that the measure of radio listenership
exist, but only periodic listenership studies are reported due to sample size
and cost constraints
...
Likewise, there exists, problems with some measures of audience in
television and print as well
...
Some
audience are disposed to the media at a particular time of the year, for
example, we see more people watching television in festive seasons and
public holidays than the usual working days
...
However, anytime a media
manager hope to utilize data, reference should be made to the time of
measurement to reflect the advertising plan which would be disseminated to
a particular audience at that same point in time
...
George et al (1995) further opine
that “Lack of information is even more a pronounced problem with small
advertisers, who may not be able to afford or purchase the information they
require
...
b
...
The cost bases used by different media often vary and
106
Advertising Copy and Layout (MAC 332) 2013
the standard of measurement used to establish these costs are not always
consistent
...
It should be noted as well that audience
information used for these media has to be collected also through different
methods which is peculiar to the media
...
c
...
Most often competitors’ cut in prices of goods and services, put them at
pressure of hastening up or make them require immediate response
...
Whichever way you look at it,
pressure of urgency on media planner may not yield proper planning and
analysis of the markets and media
...
Difficulty Measuring Effectiveness
It is difficult to determine the relative effectiveness of various media or
media vehicles because it is so hard to measure the effectiveness of
advertising and promotions in general
...
This situation poses problems, hence, not all media decisions are
quantitatively determined
...
Analysis is
made up to a
1
...
Includes the
determination of
...
Marketing objectives
2
...
How product can meet
consumer needs
...
How product will be
positioned in
Advertising Copy and Layout (MAC 332) 2013
PTOCREAT
MEDIA USE DECISION
...
What kind of
sponsorship (sole, shared
MEDIA USE DECISION
...
Number of adverts to
appear and on which
108
MEDIA USE DECISION- OTHER
MEDIA
1
...
Location of market and
Advertising Copy and Layout (MAC 332) 2013
Source: George et al (1995: 320)
SELF ASSESSMENT EXERCISE
With the aim diagram, explain the activities involved in developing
the media
...
0 CONCLUSION
Media planning is a broad subject which cannot be exhausted in this
module or unit
...
Media planning focuses on how to determine
the right medium or corresponding media that will give an advertiser’s
product or service the desire response and patronage
...
Though it is a painstaking task, it pays well
afterwards
...
The big names we hear in
advertising community, such as: Prima Garnet, Procter and Gamble, etc
have proven their expertise in time past and are now enjoying the benefits
there of
...
The
complexity of this concept basically lie in selecting alternatives from the
same media and determining their effectiveness
...
109
5
...
The
unit started with an introduction, which led us into the concept of media
planning
...
The unit further considered the objectives of the unit; this spelt out what
students are expected to gain at the end of reading it
...
The main content ushered us into the definition of media planning and how
it activities varies from the purchase and usage of media time and space
...
The content further cited George et al (1995) case study of PC Flower and
MCI, how they both use media planning to their advantage
...
The four problems are: (1
...
Ultimately, this unit was concluded by a diagrammatical illustration of
activities involved in developing the media
...
0 TUTOR MARKED ASSESSMENT
Define media planning
List and explain the four problems of media planning as discussed in
this unit
...
7
...
E
...
Introduction to Advertising
and Promotion: an Integrated Marketing Communication
Perspective: 3rd (ED)
...
USA
...
0
2
...
0
ADVERTISING AND MEDIA OBJECTIVE
4
...
0
6
...
0
Introduction
Objective
Main Content
3
...
2
Media Objective and Strategy in Focus
Conclusion
Summary
Tutor-Marked Assessment
Reference/ Further Reading
1
...
The ends meet of every advertising campaign is to
reach the entire coverage of its target audience, disseminates its messages
and provoking their patronage or sympathy/ support
...
Some get to the point of winning the loyalty of audience for
lengthy years
...
Advertising objective mostly determine what
media would be used to convey the message
...
2
...
0
MAIN CONTENT
3
...
“Adverto”
which means to turn around
...
Putting it this
111
Advertising Copy and Layout (MAC 332) 2013
way, advertising is capturing attention, share information and get the
support of the person whose attention you captured
...
Both have validity in the right situation
...
An Objective advertising will make sure the best looking advertisements
that reflect key communication messages, uplifts brand identity and more
importantly, create a response is produced
...
During the advertising process many decisions have to be taken
...
One may tend to think that the point of all advertising is to make the
consumer buy the product that the advertiser is selling
...
Some of the reasons are:
To motivate the consumer to behave in a particular way…for
example: to motivate the consumer to take up trial purchases from a
store
...
To create awareness about new products and ideas…for example: To
create awareness about certain products that are new to the market
like a new “easy carpet cleaner” etc
...
Some advertisements are designed with the aim of positioning themselves
in the mind of the consumers
...
Media focus can help you
define your advertising objectives on the basis of business and situation in
the market place, and in the minds of the consumers
...
SELF ASSESSMENT EXERCISE
Mention three reasons why advertising is done
...
A good number of possible
objectives and strategies suitable for the business is suggested below
...
A common example is the "before and after"
technique, which shows how well a product cleans, improves appearances
or enhances quality of life
...
If you operate a hair salon,
photos of satisfied clients can show off your skills to potential customers
also
...
Insurance agencies often attempt to position themselves as
trustworthy by guaranteeing that consumers can count on them in their time
of need
...
Retailers may attempt to create an image of always offering
the lowest prices or providing the best service
...
Change of Perceptions
An advertising objective may be to alter the perceptions of the public
...
The owner of a restaurant that is perceived to serve an upscale
clientele may advertise new menu choices and prices to appeal to a wider
range of diners
...
Strategy of Special Promotion
One other way to set an advertising objective is by giving a good discount
on a product or service
...
More so, a typical small-business
advertising strategy could be to make use of special promotions
...
Another technique is to attach coupons to
receipts that allow for savings on future purchases
...
Participating in blogs or social media like linked in, which pertain to your
business, is a strategy that allows you to interact with potential buyers
...
You could include a link to your website in your signature line so as to
direct traffic to you
...
Technique of a Low-Cost Media
Use a low-cost media strategy to reach a targeted group of customers
...
These
publications typically charge less for advertising space than regular daily
newspapers, and you will also attract the attention of other small-business
owners who could make use of your services
...
2 Media Objectives and Strategies in Focus
“ Just as the situation analysis lead to establishment of marketing and
communication objectives, the media situation analysis should lead to
determination of specific media objectives” George et al (1995)
...
Rather, they are designed to lead to
the attainment of communications and marketing objectives
...
An
example of media objectives is this: create awareness in the target-market
through the followings:
a
...
b
...
c
...
Developing and Implementing Media Strategy
114
It is pertinent to determine what is required to accomplish a successful
media objective, media plan and strategies are therefore key factors to this
Advertising Copy and Layout (MAC 332) 2013
end
...
1
...
Figure 4
...
Developing a media mix
Multiple media and media vehicles are available to the advertiser to choose
from
...
To determine the kind of media or
combinations to be employed, the media planner would consider the
following factors:
i
...
iii
...
The objective of the advertising campaign
The characteristic of the product or service
The size of the budget
Individual preferences
George et al (1995:329), posit an example, hence, “ consider a promotional
situation in which a product requires a visual demonstration to be
communicated effectively
...
If the promotion calls for coupon to stimulate trial, print media
would be necessary
...
Through
effective media combination, advertisers can increase their coverage, reach
and frequency level in addition to achieving an overall communications and
marketing goals
...
Determine target market coverage
To achieve coverage of target market, it is the responsibility of the media
planner to determing which target audience should receive the most media
emphasis
...
in
this regard, let us take age as the segmentational determinant; where you
have a product which is useful for people at age 15-25, 26- 50, and 51- and
above
...
George et al(1995) opine that developing media strategies involves
matching the most appropriate media to the market by asking the question,
“Through which media and media vehicles can I best get my message to
prospective buyers?” the bone of contention here, is the market coverage
...
The goal of the media planner is to extend media coverage to as many of
the members of the target audience as possible while minimizing the
amount of waste coverage
...
Sometimes, one has to live with less reach than desired: other times, the
most effective media expose others not sought
...
c
...
Realistically, this is not obtainable for a variety of reasons,
not even the least which is the budget nor is it necessary
...
For some product, this times are not easy to
identified, for some they are obvious
...
Continuity
b
...
Pulsing
Continuity: this refers to a continuous pattern of advertising , which may
mean every day, every week or every month
...
Such strategies might be used for promoting a food product, lundry
detergent or other products consumed on an ongoing basis without
consideration for seasons
...
Sometimes period, there are
heavier promotional expenditures and others, there may be no advertising
...
Demerit
Weighting may offer more exposure and advantage over competitors
Increased likelihood of wear out
Lack of awareness, interest, retention of promotional message during nonscheduled times
Vulnerability to competitive effort during non- scheduled period
Pulsing: this is actually a combination of the first two methods, in pulsing
strategy, continuity is maintained but at certain times promotional effort are
stepped up
...
Merit
117
Advertising Copy and Layout (MAC 332) 2013
All of the same as the previous two methods
Demerit
Not required for seasonal product or other cyclical product
d
...
If agricultural products are advertised in Lagos more than the north,
the advertiser automatically has achieved wasted coverage of media
objective
...
e
...
Because of the rapidly transforming marketing environment
...
If the plan has no on built flexibility, opportunities
may be lost or the organization may not be able to address new threats
...
Market opportunities: at times, a market opportunity evolves that an
advertiser wishes to take advantage of, for instance, the development of a
new advertising medium may offer an opportunity that was not previously
available
...
Market Threats: factors both internal or external may pose a threat to a
firm, and changes in media strategies are dictated
...
Failing to respond
to this challenge could create problem for the firm
...
Availability of Media: Sometimes, a desired medium or vehicle is not
available to the marketer; perhaps, the medium does not reach a particular
target segment or has no time or space available
...
4
...
For
instance, the advent of cable television open up new opportunities for
message delivery, as will the introduction of the interactive media
...
Ultimately, these
four factors call that the media strategy be developed with enough
flexibility to allow the manager to adapt to specific market situations
...
4
...
He, who
fails to plan, has planned to fail
...
Setting advertising objective,
gives the advertiser the expected end of his investment, this end is an
evaluation appraisal to determine whether the advertising campaign would
be successful or not
...
The primary
goal of the media is to convey an advertising message successfully to the
target audience
...
As a result of this, so much creativity would be
required to empowering the media to perform potentially, and by such
would ascertain a two-way symmetric flow of information
...
0
SUMMARY
This unit has presented the overview of media objectives, development of
media strategies, advertising objective and their roles in the formation of
media and advertising plans
...
In brief a quick look was giving to these
areas of advertising objectives:
To motivate the consumer to behave in a particular way…for example: to
motivate the consumer to take up trial purchases from stores
...
To create awareness about new products and ideas…for example: To create
awareness about certain products that are new to the market like a new
“easy carpet cleaner” etc
...
Media objectives and strategies in focus was another area that was touched
...
George’s 8
points were stated and five were explained to give readers avenue to
research on the remaining
...
Use broadcast media to provide coverage of 80 percent of the target market
over a 6months period
...
Reach 60 percent of the target audience at least three times over the same
six-month period
...
Concentrate heaviest advertising in festival periods like: Christmas
celebration, New Year celebration, Valentine’s Day, mother and father’s
days, worker’s day and so on
...
The unit was concluded after critical explanations were given to the five
media strategies that were picked from among the eight points stated by
George et al (1995)
...
0
TUTOR-MARKED ASSIGNMENT
List and explain types of advertising plans and strategies
...
Explain
7
...
Belch and Michael A
...
Introduction to Advertising
and Promotion: An Integrated Marketing Communications
Perspective, 3rd (ED), McGraw-Hill Companies
...
1 Introduction
2
...
0 Main Content
3
...
0 Conclusion
5
...
0 Tutor-Marked Assessment
7
...
0
INTRODUCTION
Advertising Copy and Layout (MAC 332) 2013
Marketing communications has two fundamental task, these are message
creation and message dissemination
...
It also helps to determine which media to be used, whether
television programs, newspapers, bus-stop posters, in-store displays, banner
advertisements on the Web, or a flyer on Facebook
...
In a
nut-shell, media planning refers to the process of selecting media time and
space to disseminate advertising messages in order to accomplish
marketing objectives
...
Media planners also pay attention to how to create and manage
brand contact, which is any planned and unplanned form of exposure to and
interaction with a product or service
...
Television commercials, radio advertisement, and product sampling are
planned forms of brand contact
...
From the
consumer's perspective, however, unplanned forms of brand contact may be
more influential because they are less suspicious compared to advertising
...
First, media planners have moved from focusing only on
traditional media to integrating traditional media and new media
...
are playing increasingly significant roles
...
0
OBJECTIVE
At the end of this unit, students would achieve the followings:
Comprehend what media planning is
Identify and know the various elements of media planning
Be able to identify and understand characteristics of advertising media
planning
3
...
1 Media Planning In a Contemporary Environment: An Elementary
Analysis
Media planners are making more use of product placements now, in lieu of
advertising insertions
...
The advertisements are distinct from the articles or TV
programs, not a part of them
...
In contrast, product placement (also called brand placement or branded
entertainment) blends product information with the content itself
...
For example, in the movie E
...
, the extraterrestrial
eats Reese's Pieces candy
...
On the other hand, inappropriate or
excessive product placements may do more harm than good to the brand
...
Whereas planned messages are what advertisers initiated, like an
advertisement, press release or sales promotion unplanned messages are
often initiated by people and organizations other than advertisers
themselves
...
Although advertisers have little direct control over the
flow of unplanned messages, they can facilitate such a flow
...
2
...
4
...
Now, let us take a deeper look into the media planning process
...
Media objectives
usually consist of two key components:
Target audience and
Communication goals
122
Advertising Copy and Layout (MAC 332) 2013
The target audience component of the media objectives defines who the
intended target of the campaign is
...
The communications
goals component of the media objectives defines how many of the audience
the campaign intends to reach and how many times it will reach them
...
The objectives represent the most
important goals of brand message dissemination, and they are the concrete
steps to accomplish marketing objectives
...
Target Audience
The first objective of a media plan is to select the target audience: the
people whom the media plan attempts to influence through various forms of
brand contact
...
The definition may
or may not be exactly the same, depending on the marketing and
advertising objectives and strategies
...
But this marketing objective does not
specify a target audience, which is why the media objective is needed
...
Demographics of media consumers, includes: gender, age, education,
household income, marital status, employment status, type of residence,
and number of children in the household
...
" Some advertisers
believe that demographic definitions of a target audience are too
ambiguous, because individual consumers that fit such definitions can be
quite different in terms of their brand preference and purchasing behaviour
...
Even
though some of them are the same age and gender, they may like different
brands of toothpaste, shampoo, cereal, clothing, and other products
...
Psychographics is a generic term for consumers' personality traits (serious,
funny, conservative), beliefs and attitudes about social issues (opinions
about abortion, environment, globalization), personal interests (music,
sports, movie going), and shopping orientations (recreational shoppers,
price-sensitive shoppers, convenience shoppers)
...
Mazda targets people who have a need for selfexpression, are young at heart, and love to drive
...
Because the members of a particular generational cohort are
likely to have had similar experiences during their formative years, they
maintain analogous social views, attitudes, and values
...
Product usage includes both brand
usage (the use of a specific brand such as Special K cereal or Dove soap)
and category usage (the use of a product category such as facial tissue or
chewing gum)
...
The levels of use depend on the
type of product
...
SELF ASSESSMENT EXERCISE
Explain the four basic media objectives
...
b
...
For example, one communication goal can be that 75
percent of the target audience will see the brand in television commercials
at least once during a period of three months
...
The different communication
goals can be better understood in a hierarchy of advertising objectives, such
as Bill Harvey's expansion of an earlier model of Advertising Research
Foundation (ARF)
...
i
...
Vehicle distribution refers to the coverage of a media vehicle, such as the
number of copies that a magazine or newspaper issue has, or the number of
households that can tune in to a given television channel
...
124
Advertising Copy and Layout (MAC 332) 2013
iii
...
It is important to note the difference between vehicle exposure and
advertising exposure for many media with editorial content
...
A study shows that only 68
percent of television audiences watch the commercials in television
programs
...
In reality, advertising exposure is rarely measured, and media
planners use vehicle exposure as a proxy measure of advertising exposure
...
Advertising recall represents the cognitive
effect of the advertisement, advertising persuasion represents the emotional
effect of the advertisement, and leads and sales are the behavioral effects of
the advertisement
...
For example, a communication goal can specify that
50% of the target audience will recall the radio advertisement during the
month of the campaign, or that a campaign will generate 3000 leads
...
Setting Communication Goals for an Effective Media Plan
Media planners can set communication goals based on the level of reach
...
What, then, would be the
optimal level of reach for a given product category or a market situation?
There is no quick answer to this question; it all depends on the media
planner's analysis of major factors facing the brand
...
The newness requires a high level
of awareness among the target audience
...
When setting levels of frequency, media planners have more rules of thumb
to choose from when setting levels of reach
...
Naples' study suggests that there is a threshold level of repetition;
advertising below the threshold level will be ineffective
...
Many media planners still
use this rule in setting the effective frequency of a media plan
...
Erwin Ephron further developed th e concept of "recency
planning" and suggested that one exposure within a purchase cycle should
be set as close to the actual purchase moment as possible
...
In the short-term, therefore,
additional exposures are likely to be wasteful because audience members
are not in the buying mode
...
Joseph W
...
Starting with a base effective frequency of
3, the media planner makes frequency adjustments based on a series of 20
factors in three categories
...
For example, the first
factor asks the planner to rate whether the product is an "Established brand"
or "New brand
...
2" frequency
adjustment
...
Media
planners may modify the model by adding or removing statements to make
the estimate more appropriate
...
2
-
...
1
-
...
1 +
...
1 +
...
2
Long purchase cycle -
...
1
-
...
1 +
...
1 +
...
2
Low share of voice -
...
1
-
...
1 +
...
1 +
...
2
-
...
1 +
...
2
-
...
1 +
...
2
-
...
2
-
...
1 +
...
1 +
...
2
-
...
1 +
...
2
-
...
1 +
...
2
-
...
1
-
...
1 +
...
1 +
...
2
-
...
1
-
...
1 +
...
1 +
...
2
-
...
1 +
...
2
scheduling
Few media vehicles -
...
2
exposure media
-
...
1 +
...
1 +
...
1 +
...
1
-
...
For example, promotional activities may be used in a
media plan
...
By establishing communication goals, media planners set the
stage for assessing the effectiveness of a media plan at the end
...
1
CONCLUSION
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Advertising Copy and Layout (MAC 332) 2013
The development of advertising media plan follows a systematic path
especially with emphasis on the best way to deliver the message
...
Market Analysis: this focus on the review of both internal and external
factors, competitive strategies and the likes
...
2
...
3
...
4
...
In the light of this, media planning is a painstaking process which detailed a
step by step procedure to determine the right media and vehicles for an
advertising campaign
...
In this respect the area of influence that the media
planner can exert is fairly narrow
...
The various stages through which a media plan evolves within an agency
are quite complex
...
Often, the variations depend on
the size of the problem to be tackled, the agency’s organization and its
relations with its clients
...
5
...
Any advertisement without concrete media plan is doomed,
because, such advertisement might just be addressing the wrong audience
and direction
...
This unit gave a cursory look into what advertising media is
...
Furthermore, four types of target
audience where explained to give readers varieties to choose from, also,
how to set goal for advertising media was enumerated; theories from
different schools of thought were examined
...
Ostrow’s experimentation and model were respectively
examined and analysed to give better understanding to the topic treated in
this unit
...
0
TUTOR-MARKED ASSIGNMENT
Explain the media planning process
...
0
REFER ENCES/ FURTHER READINGS
Erwin Ephron (1997), "Recency Planning," Journal of Advertising
Research, 37(4), 61-65
...
Sissors and Roger B
...
James R
...
Media Planning
...
John P
...
New York: Lexington Books
...
Ostrow (1984), "Setting Frequency Levels: An Art or a
Science?" Journal of Advertising Research, 24(4), I-9 to I-11
...
Naples (1979), "Effective Frequency: The relationship between
Frequency and Advertising Awareness," Association of National
Advertisers, New York
Title: Advertising layout and design
Description: This notes is meant for people taking communication and journalism especially in 4th year and are meant to equip you with knowledge in the advertising unit.
Description: This notes is meant for people taking communication and journalism especially in 4th year and are meant to equip you with knowledge in the advertising unit.