ADVERTISEMENT

MANAGEMENT

BY:- MISS MAMTA

Lect. MBA Dept.
 CREATIVE ASPECTS OF
ADVERTISING
Advertising creativity is an art, it is the
ability to generate fresh, original and
unique ideas in communicating with the
target audience. Ad-creativity is the
outcome of imaginative skills of
copywriter artist or layout designer.
The creative aspect in advertising is to
determine ‘what to say’ in advertising and
‘how to say’ it.
 STEPS IN CREATIVE DESIGN
PROCESS
Deciding ad Objectives

Collecting information about customers, product &

competition

Generation of new ideas by creative specialists

Cont…..
Approval of creative ideas

Deciding message content, message format and design

ad Copy

Layout test before actually launching

 Ad COPY
It is the written or spoken message which
the advertisers wants to communicate
with its target audience through any type
of advertisement.
It includes headlines, main body, sub-
heads, pictures, caption, slogans, brand
name, trademarks, prices etc.
 REQUISITES OF EFFECTIVE
ADVERTISEMENT COPY

Attractive
Interesting
Retention value
Suggestive
Educative
Believable
Appropriate appeal
 MESSAGE & APPEALS
Message consists of facts, opinions,
appeal, idea, symbols or convincing
arguments about the product.
The decision regarding message content,
message format and message source
depends upon factors like-competition,
consumer-characteristics, buyer-behavior,
product features, legal factors amount of
ad-budget, etc.
 MESSAGE CONTENT

Itrefers to what advertisers want to

communicate to target audience through
advertising-copy.
Advertisers may give the message regarding
high quality of the product, low price
appeal, good after sale service, durability of
product, place of availability of product.