Advertising & Brand

Management
UNIT I

Syllabus
Unit I
Role of Integrated Marketing Communication; Process of Marketing Communication; Definition and
Scope of Advertising Management; Determination of Target Audience, Advertising and Consumer
Behavior; Setting Advertising Objectives, DAGMAR; Determining Advertising Budgets; Advertising
Strategy and Planning, Creative Strategy Development and Implementation. (10 Hours)
Unit II
Media Planning: Setting Media Objectives; Developing Media Strategies, Evaluation of Different Media
and Media Selection; Media Buying; Measuring Advertising Effectiveness; The Organization for
Advertising; Social, Ethical and Legal Aspect of Advertising. (10 Hours)
Unit III
Brand-concept: Nature and Importance of Brand; Types of brands , Strategic Brand Management
Process; Brand Identity perspectives , Brand identity prism, Identity levels, Concepts and Measures of
Brand Equity, Brand Assets and liabilities, Aaker Model of Brand Equity, Designing marketing programs to
build brand Equity, customer based brand equity ,Brand Loyalty, Measures of Loyalty;, ,Branding
strategies product, line , range and umbrella branding , Brand Personality: Definition, Measures and,
Formulation of Brand Personality; Brand Image dimensions, Stages of Concept Management for
functional ,symbolic and experiential brands. (10 Hours)
Unit IV
Brand Positioning: Concepts and Definitions, 3 Cs of positioning ,Brand positioning and differentiation
strategies, Repositioning, Celebrity Endorsements, Brand Extension; Managing brands over time, Brand
reinforcement , brand revitalization, managing global brands ,Branding in different sectors Case studies
(12 Hours)

Role of Integrated Marketing

Communication

Integrated Marketing Communication.. is a process for planning,

executing & monitoring the brand messages that create customer
relationships
Integrated marketing communications is an approach to planning
communications that gives your small business the potential to get better
results from your campaigns and reduce marketing costs.
The traditional role of marketing communications has been to develop
marketing material that supports the company's sales activities. The
integrated marketing communications manager continues to provide this
service, but the other activities under his integrated management function
influence the production of marketing material.
With marketing communications integrated under one management
function, all events go through the integrated communications function. It
means that the company's profile and the image it projects at such events is
consistent and in keeping with overall company goals.

Role of Integrated Marketing

Communication
Public Relations

Under integrated marketing communications management, companies no

longer maintain a separate public relations operation whose activities may not
support the efforts of marketing.
The public relations function becomes part of the integrated strategy and
supports the marketing function. Published information, even if not directly
relevant to the marketing of the company's products, helps create an image
of the company that supports the ability to market them. Companies and their
products become more tightly identified in the minds of the public.

Media

Instead of separate media relations, the integrated marketing

communications concept groups this responsibility with all the other company
communications. The integrated marketing communication operations review
and manage the image of the company in the media. Marketing personnel
release targeted information to support the image they want to see.
When the company is in the news, they shape the information coming out of
the company to support the company's overall goals and a positive media
image.

Role of Integrated Marketing

Communication
Publicity

A company often has various people authorized to create press releases.

Under the integrated concept, integrated marketing communications
management handles all such publicity. Others may want to publicize some
newsworthy items, but the press release itself goes through the integrated
management function.
The manager can decide how to structure the release of the news so that it
has the desired effect, or he can decide that the release of a particular news
item is not in the interests of the company.

Customers

Under integrated communications, the marketing function handles direct

customer contact. This arrangement has a two-fold advantage. Marketing
management can shape the responses to complaints to maximize customer
satisfaction while protecting the company.
Marketing management also becomes aware first hand of issues with the
company's products. When marketing is placed on the front lines, the function
becomes more responsive to customer concerns, and the influence of
customers increases.

Role of Integrated Marketing

Communication
IMC plays a role in all:

Business-to-business (B2B) interactions.

Marketing channel communications.
Customer-focused communications.
Internally directed communications.
IMC provides greater:
Brand differentiation.
Accountability within a firm.
Trust among consumers.
Levels of effectiveness in cutting through message clutter than single
strategies.

Role of Integrated Marketing

Communication
Importance of Integration:

Integration begins with the way a company and its agencies organise the
process for creating and delivering brand messages.
All participants involved in creating and delivering brand messages must work
together:
The company,
Company agencies,
The media,
Channel members, and
Marketing Communication support services.
The 8 Key Functions of Marketing Communication:
Advertising
Direct marketing
Publicity (public relations) Sales promotion
Personal selling
Internet/ Social media
Events and sponsorships
Packaging

Process of Marketing Communication

It is important to understand the process of Marketing Communications.

The process is as follows: Sender, Encoding, Transfer Mechanism,
Feedback, Response and Decoding.

The SENDER is typically the company that produces the product.

ENCODING involves communicating the message in understandable terms for the
consumer. In some companies, this person is identified as the Marketing Manager.
TRANSFER MECHANISM is the medium that will be used to transfer the message.
DECODING is how the customer interprets the message.
RESPONSE is how the customer reacts to the message. Will the customer purchase
the product?
FEEDBACK measures how successful the advertising campaign was.
Example of a Marketing Communications Strategy:
SENDER Clothing manufacturer
ENCODING Marketing Manager at the clothing manufacturer
TRANSFER MECHANISM Television ad
DECODING Customer sees the television ad and keeps it in mind
RESPONSE Customer goes to the store and purchases the new product (item of
clothing)
FEEDBACK Information that customers are responding positively to the message

Definition and Scope of Advertising

Management

Advertising simply put is telling and selling the product. Advertising Management
though is a complex process of employing various media to sell a product or
service.
This process begins quite early from the marketing research and encompasses the
media campaigns that help sell the product.
While advertising management is an inseparable part of the marketing department, the
marketing department of an organization is often concerned more with market
research and evaluation of results, and some parts of the advertising management can
be outsourced to specialized advertising agencies.
Hence, companies that believe in an effective advertising management process are
always a step ahead in terms of selling their goods and services.
Advertising management process in fact helps in defining the outline of the media
campaign and in deciding which type of advertising would be used before the launch of
the product.

Definition and Scope of Advertising

Management

Advertising has a wide scope in marketing and in the social system. The scope has
been described on the basis of activities included in advertising, its objective and
functions.
Its scope lies in:
Effectiveness of Messages: Advertising carries a message of the product. The
message may be visual (or) oral. It is designed in a systematic manner to influence the
prospective customer and formulated on the basis of need, environment and objective.
Is should be a true representative of the product.
Appropriate Media: The selection of a medium should be made on the basis of the type
of customer to be approached; and the capacity of the organisation to bear the cost.
Merchandise: Advertising covers the attributes of the products. the merchandise, i.e.,
the product (or) service to be sold.
Fulfilment of Objectives: Advertising has certain objective. They are increased sales,
creation of awareness and interest, sustaining the already established product,
introducing a new product, helping middlemen and helping the public at large. These
objectives are fulfilled by advertisers.

Determination of Target Audience

Determining your target audience is just as important as defining your goal. For
communication to be effective, it needs to be delivered to the right people.
In marketing and advertising, a target audience is a specific group of people within
the target market at which a product or the marketing message of a product is aimed
at.
Your target market is the profile of the typical customers who utilize your business.
Narrowing down your target audience is key in cost-effective and useful marketing,
because it allows you to tailor the marketing to appeal to those customers.
A general target audience without any specific demographics is less likely to increase
sales because you fail to reach the people who will actually use your product or
service. Take time before you begin your next marketing campaign to figure out to
whom exactly you are trying to sell.
Step 1: Review the products and services you have available. Consider the features
and benefits to a consumer who uses your products so you are able to narrow down
exactly who would benefit from them. For example, a residential cleaning service
benefits customers by saving them time; thus the target audience may be busy
professionals or moms who need more time to balance home and family
responsibilities.

Determination of Target Audience

Step 2: Evaluate your own skills and areas of expertise to help choose a target
audience. For example, a caterer with experience in large corporate events may
choose to target that section of the market.
Step 3: Analyze your current customer files to determine who already utilizes your
products or services. Look for similarities among your customers in terms of factors
such as age, gender, income, education, job and ethnicity. Use this information to
narrow down your target audience.
Step 4: Research to whom your competitors are marketing in their advertising. Look at
the type of people who utilize those services and to which groups the marketing
materials may appeal. Identify ways to look for slightly different target customers to
attract a different segment of the market.
Step 5: Write a basic profile of the type of customers you want to target using your
research. Determine the lifestyle, values, background, occupations, age and location of
your ideal customers. If you offer different types of services or products, determine if a
second or third target audience is a possibility for those specific items.
Step 6: Evaluate your target audience periodically to determine if your products or
services are still best focused on that type of people. As you add new products or
services, determine if you need to develop a new profile for that core audience.

Determination of Target Audience

Various Factors to be considered while determining target audience:

Age: Products we use when we are young are sometimes no longer desirable or
relevant when we are older. Age segmentation groups might include teen, young adult,
middle-age and retired categories.
Income: Income segmentation classifies individuals into categories according to
monthly or annual earnings. Marketers choose how to define high income, mid income
and low income and can also choose to create a message for each income level or to
focus on one tier.
Location: Where you live can dictate the need for products. Climate, hobbies and
activities correlate with your geographic location.
Other Factors: Education, occupation and number of children offer additional
demographic distinctions.

Advertising and Consumer Behaviour

Marketers need to understand the buying behaviour of consumers while designing their
advertisements for the desired impact. Advertisements play an essential role in
creating an image of a product in the minds of consumers. Advertisements must be
catchy and communicate relevant information to consumers.
Understanding the needs of the consumer is really important when it comes to creating
the right advertisement for the right audience.
Advertising and promotion offer a news function to consumers. Viewers of ads learn
about new products and services available to them, much like they learn about events
in the news. This information function has a neutral role.
It provides facts without approval or disapproval from consumers. Customer behaviour
at this stage encompasses expressions of curiosity.
Consumers have a rational response to advertising when they look at the features of a
product or service. This response focuses on a logical listing of all the functional
aspects of the offering. This is an intellectual response, rather than an emotional one.
When customers weigh benefits, they become emotionally involved with advertising
and promotion. Consumers identify ways the product or service can make them
happier, improve their lives or give them pleasure. This part of the consumer response
is irrational and can lead to impulse buying and competition to obtain the product.

Advertising and Consumer Behaviour

Repeated advertising messages affect consumer behavior. This repetition serves as a

reminder to the consumer. Behavior that stems from reminders includes suddenly
thinking of a product while shopping and making a decision to buy it, as if it had been
on the consumers "to-do" list.
Consumer behavior splits between loyalty and alienation depending on how well the
product lives up to its advertised benefits. Corporate behavior such as scandals or
charity work can also affect alienation and loyalty responses. Once the consumer
makes this choice, advertising and promotion are not likely to undo that decision.

Setting Advertising Objectives

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There are two basic questions that advertising objectives should address. Who are the
people we are trying to inuence? and What specic benets or information are we
trying to communicate to them?
Various Objectives of Advertising:
To make attitudes more favourable to a particular product.
To build an image for the product.
To create a brand leader to help the launch of additional products at a future date.
To win back previous product users who have defected to a competitive product.
To expand the whole market.
To reduce existing negative attitudes
To keep building loyalty.
To establish the brand and position it in a particular way, e.g. as warm and friendly.
To create a brand leader in a particular market.
To improve the frequency of purchase.
To keep new entrants out of the market.
To convey the idea that the product is value for money.
To improve market share compared with competitors.
To maintain brand distribution.

Setting Advertising Objectives

Behind all effective advertising there lies a lot of careful thought and planning, and
much of it goes into ensuring that the advertising objectives are the right ones.
An advertising objective is a specific communication task and achievement level to be
accomplished with a specific audience in a specific period of time.
Advertising can be used to address several broad objectives including: building
product awareness, creating interest, providing information, stimulating demand and
reinforcing the brand.
Message About Product Details about the product play a prominent role in
advertising for new and existing products. In fact, a very large percentage of productoriented advertising includes some mention of features and benefits offered by the
marketers product.
Message About Price Companies that regularly engage in price adjustments, such
as running short term sales, can use advertising to let the market know of price
reductions.
Message About Other Promotions Advertising often works hand-in-hand with other
promotional mix items. For instance, special sales promotions, such as contests, may
be announced within an advertisement.
Message About Distribution Within distribution channels, advertising can help
expand channel options for a marketer by making distributors aware of the marketers
offerings.

DAGMAR
Defining Advertising Goals for Measured Advertising Results (DAGMAR) was
an advertising model proposed by Russel H. Colley in 1961. Collay proposed that
the real goal of advertising was to communicate, not to sell specifically.
By determining if the consumer had sufficient knowledge of a product and its
benefits by creating clear, specific objectives that are discussed within an
advertisement, advertisers would be able to tell if their selling points made a
difference in the consumer's decision-making process.
According to DAGMAR, each purchase prospect goes through 4 steps:
1. Awareness
2. Comprehension
3. Conviction
4. Action
These steps are also known as ACCA advertising formula. ACCA/DAGMAR is a
descendant of AIDA (Attention Interest Desire Action) advertising formula and
considered to be more popular and comprehensive than AIDA. Developed for the
measurement of advertising effectiveness it maps the states of mind that a
consumer passes through.

DAGMAR
DAGMAR model suggests that the ultimate objective of advertising must carry a
consumer through four levels of understanding: from unawareness to
Awarenessthe consumer must first be aware of a brand or company
Comprehensionhe or she must have a comprehension of what the product is
and its benefits; Convictionhe or she must arrive at the mental disposition or
conviction to buys the brand; Actionfinally, he or she actually buy that product.
Awareness
Awareness of the existence of a product or organization is necessary before the
purchase behaviour can be expected. Once the awareness has been created in
the target audience, it should not be neglected. If there is neglect, the audience
may become distracted by competing messages and the level of awareness of
focus product or organization will decline.
Awareness needs to be created, developed, refined or sustained, according to
the characteristics of the market and the particular situation facing an organization
at any one point of time.
Comprehension
Awareness on its own may not be sufficient to stimulate a purchase. Knowledge
about the product or the organization is necessary. This can be achieved by
providing specific information about key brand attributes.

DAGMAR
Conviction
The next step is to establish a sense of conviction. By creating interest and
preference, buyers are moved to a position where they are convinced that a
particular product in the class should be tried at the next opportunity.
To do this, audiences beliefs about the product have to be moulded and this is
often done through messages that demonstrate the products superiority over a
rival or by talking about the rewards as a result of using the product.
Action
Communication must finally encourage buyers to engage in purchase activity.
Advertising can be directive and guide the buyers into certain behavioural
outcomes,
Use of toll free numbers, direct mail activities and reply cards and coupons.
For high involvement decisions, the most effective tool in the communication mix
at this stage in the hierarchy is personal selling. Through the use of interpersonal
skills, buyers are more likely to want to buy a product than if personal prompting is
absent.

DAGMAR
A major contribution of DAGMAR was Colleys specification of what constitutes a
good objective. Four requirements or characteristics of good objectives were
noted:
Concrete and measurablethe communications task or objective should be a
precise statement of what appeal or message the advertiser wants to
communicate to the target audience. Furthermore the specification should include
a description of the measurement procedure
Target audience a key tenet to DAGMAR is that the target audience be well
defined. For example if the goal was to increase awareness, it is essential to
know the target audience precisely. The benchmark measure cannot be
developed without a specification of the target segment
Specified time perioda final characteristic of good objectives is the
specification of the time period during which the objective is to be accomplished,
e.g. 6months, 1 year etc. With a time period specified a survey to generate a set if
measures can be planned and anticipated.
Written Goal - finally goals should be committed to paper. When the goals are
clearly written, basic shortcomings and misunderstandings become exposed and it
becomes easy to determine whether the goal contains the crucial aspects of the
DAGMAR approach

Determining Advertising Budgets

One key factor affecting the strategy used to achieve advertising objectives is how
much money an organization has to spend. The funds designated for advertising
make up the advertising budget and it reflects the amount an organization is
willing (i.e., approved by high-level management) to commit to achieve its
advertising objectives.
Organizations use several methods for determining advertising budgets including:
Percentage of Sales Under this approach advertising spending is set based on
either a percentage of previous sales or a percentage of forecasted sales.
Alternatively, companies may consider allocating advertising funds based on a
percentage of forecasted sales. In this way advertising is viewed as a driver of
future sales and spending on advertising is linked directly to meeting future sales
forecasts. However, since future sales are not guaranteed, the actual percentage
spent may be considerably higher than expected if the sales forecast is greater
than what actually occurs.
What is Affordable Many smaller companies find spending of any kind to be
constraining. In this situation, advertising may be just one of several tightly
allocated spending areas and, thus, the level spent on advertising may vary over
time. For these companies, advertising may only occur when extra funds are
available.

Determining Advertising Budgets

Best Guess Companies entering new markets often lack knowledge of how
much advertising is needed to achieve their objectives. In cases where the market
is not well understood, marketers may rely on their best judgment (i.e., executives
experience) of what the advertising budget should be.
How do marketers decide on their advertising budget?
1. Set a preliminary budget based on chosen tasks.
2. Estimate the budget of competitors and adjust accordingly.
3. Prepare a budget document with the rationale of expenses.
4. Use a percentage of sales.
Marketers tend to use several techniques to determine an advertising budget.
Affordability - Anticipated promotion costs are the basis for this method with the
upper limit of the budget based on the availability of company resources.
Ratio-to-sales - The amount budgeted is based on some portion of past or
forecasted sales.
Competitive comparisons - The budget is based on the amount spent by major
competitors.
Experimental approach - The budget is based on test market results.
Objective-task method - The budget is determined by calculating the costs of
reaching specific promotional objectives and sum amounts.

Advertising Strategy and Planning

An advertising strategy is a plan to reach and persuade a customer to buy a product or a
service. The basic elements of the plan are
1) The product itself and its advantages
2) The customer and his or her characteristics
3) The relative advantages of alternative routes whereby the customer can be informed of
the product and
4) The optimization of resulting choices given budgetary constraints.
) Effective product assessment, market definition, media analysis, and budgetary choices
result in an optimum plannever the perfect plan because resources are always limited.
) DEVELOPING THE STRATEGY
) Positioning Statement
) Formal advertising strategies are based on a "positioning statement," a technical term
the meaning of which, simply, is what the company's product or service is, how it is
differentiated from competing products and services, and by which means it will reach
the customer.
) The positioning statement must also implicitly include the profile of the targeted
customer and the reasons why he or she would buy this product or this service. At a later
stage, more data on the "target consumer" is then developed as the strategy is fleshed
out.

Advertising Strategy and Planning

DEVELOPING THE STRATEGY
Target Consumer
The target consumer is a complex combination of persons. First of all, it includes the
person who ultimately buys the product. Next it includes those who, in certain
circumstances, decide what product will be bought (but do not physically buy it). Finally,
it includes those who influence product purchases (children, spouse, and friends).
In practice the small business owner, being close to his or her customers, probably
knows exactly how to advise the advertising agency on the target consumer.
Communication Media
Once the product and its environment are understood and the target consumer has been
specified, the routes of reaching the consumer must be assessedthe media of
communication.
Five major channels are available to the business owner:
PrintPrimarily newspapers (both weekly and daily) and magazines.
AudioFM and AM radio.
VideoPromotional videos, infomercials.
World Wide Web.
Direct mail.
Outdoor advertisingBillboards, advertisements on public transportation (cabs, buses).

Advertising Strategy and Planning

DEVELOPING THE STRATEGY
Implementation
The advertising campaign itself is distinct from the strategy, but the strategy is meant to
guide implementation. Therefore across-the-board consistency is highly desirable. Copy,
artwork, images, musicindeed all aspects of the campaignshould reflect the strategy
throughout.
This is especially important when multiple channels are used: print, television, and direct
mail, for instance. To achieve a maximum coherence, many effective advertisers develop
a unifying thematic expressed as an image, a slogan, or a combination which is central
to all the elements that ultimately reach the consumer.
Advertising Plan
Detailed outline of a firm's or a product's advertising campaign which shows what are
the advertising objectives, how they will be achieved, and what commitment of resources
is required..
Need for an Advertising Plan:
Effective advertising lowers your cost of doing business.
Minimal, limited duration, or random advertising equals wasted money.
Advertising is not creative if it does not bring in clients.
With consumer goods and services, marketing and advertising affects the market share
more than price does.

Advertising Strategy and Planning

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Creating an effective advertising plan:

Define Your Customers
Poorly targeted advertisement hinders affectivity
Advertising for whole world would make it monotonous
Make no mistake your advertising plan needs a clear, concise, written definition of
who your customers are. Age, sex, marital status, economic status, geographic location,
what they read, think, trust, value, desire, and any and all other relevant information
should be included in your definition.
Define What Makes You Unique:
Finding the USP
Make a list of the benefits you offer
What benefit is most important to your customers? [Ask them].
What benefit is hard for your competitors to copy?
What benefit can be clearly communicated to your customers? Is it easy to understand?
Is the benefit really desirable to the customer?

Creative Strategy Development and

Implementation
The creative development and execution of the advertising message are a crucial part of
a firms integrated marketing communications program and is often the key to the
success of a marketing campaign.
Marketers generally turn to ad agencies to develop, prepare, and implement their
creative strategy since these agencies are specialists in the creative function of
advertising.
The creative specialist or team is responsible for developing an effective way to
communicate the marketers message to the customer. Other individuals on both the
client and the agency sides work with the creative specialists to develop the creative
strategy, implement it, and evaluate its effectiveness.
Creativity in advertising is a process of several stages, including preparation, incubation,
illumination, verification, and revision.
Creative strategy development is guided by specific goals and objectives and is based
on a number of factors, including the target audience, the basic problem the advertising
must address, the objectives the message seeks to accomplish, and the major selling
idea or key benefit the advertiser wants to communicate.
There are several approaches to doing this, including using a unique selling proposition,
creating a brand image, looking for inherent drama in the brand, and positioning.

Creative Strategy Development and

Implementation
The creative execution style is the way a particular appeal is turned into an advertising
message presented to the consumer.
When we talk about the appeal of an ad, it can be majorly classified into two types
Rational and emotional.
Informational/Rational Appeal
Informational/rational appeals focus on the consumers practical, functional, or utilitarian
need for the product or service and emphasize features of a product or service and/or the
benets or reasons for owning or using a particular brand.
Rational-based appeals tend to be informative, and advertisers using them generally
attempt to convince consumers that their product or service has a particular attribute(s) or
provides a specific benefit that satisfies their needs. Informational appeal has other
categories.
1. Competitive advantage appeal is where an indirect comparison with a competitor is
made.
2. Favourable price appeal is where the price is the focal point of the communication.
3. News appeal concentrates on some news or announcement about the product.

Creative Strategy Development and

Implementation
Emotional Appeal
Emotional appeals relate to the customers social and/or psychological needs for
purchasing a product or service. Many consumers motives for their purchase decisions
are emotional, and their feelings about a brand can be more important than knowledge of
its features or attributes.
The Kelloggs Respect yourself campaign has been very effective in positioning NutriGrain as a healthy alternative for those who dont take time to eat breakfast.
Another example is where McDonalds changed its advertising strategy recently and is
now putting more emotion in its commercials to evoke a feel-good connection with
consumers.
Combining Rational and Emotional Appeals
In many advertising situations, the decision facing the creative specialist is not whether to
choose an emotional or a rational appeal but, rather, determining how to combine the two
approaches. Consumer purchase decisions are often made on the basis of both
emotional and rational motives, and attention must be given to both elements in
developing effective advertising.
There are other kinds of appeals as well. some brands follow the concept of reminder
advertising. The main objective is to build the brand in such a way that the customer sees
the brand name in front of them all the time. Other ads include teaser ads where when a
new product is about to be introduced ads are designed in such a way that they build up
the curiosity and interest of the consumers.

Creative Strategy Development and

Implementation
An advertising message can be presented or executed in numerous ways. Few of them are:
Straight Sell- One of the most basic types of creative executions is the straight sell or
factual message. This type of ad relies on a straightforward presentation of information
concerning the product or service. They are usually used in print ads.
Scientific evidence- Advertisers often cite technical information, results of scientic or
laboratory studies, or endorsements by scientic bodies or agencies to support their
advertising claims.
Demonstration- Demonstration advertising is designed to illustrate the key advantages of
the product/service by showing it in actual use or in some staged situation. Demonstration
executions can be very effective in convincing consumers of a products utility or quality and
of the benefits of owning or using the brand.
Comparison- Brand comparisons can also be the basis for the advertising execution.
The comparison execution approach is increasingly popular among advertisers, since it
offers a direct way of communicating a brands particular advantage over its competitors or
positioning a new or lesser known brand with industry leaders.

Creative Strategy Development and

Implementation
An advertising message can be presented or executed in numerous ways. Few of them are:
Slice of Life A widely used advertising format, particularly for packaged-goods products,
is the slice-of-life execution, which is generally based on a problem/solution approach.
This type of ad portrays a problem or conflict that consumers might face in their daily lives
and then shows how the advertisers product or service can resolve the problem.
The components of a print ad include headlines, body copy, illustrations, and layout.
The production of an actual commercial goes through three main stages:
All work before actual
shooting, recording

Preproduction

Production

Period of filming, taping

and recording

Post
Production

Work after spot is filmed

and recorded

In all, making creative ideas come to life and seeing the execution of the strategy in the
marketplace is what the entire process is all about.