Page 146 - DMGT507_SALES AND PROMOTIONS MANAGEMENT

Sales and Promotions Management Gopika Juneja, Lovely Professional University

Notes Unit 8: Advertising Strategy: Creative Execution

CONTENTS
Objectives
Introduction

8.1 Print Advertisement
8.2 Television Commercial
8.3 Radio Commercial

8.4 Online Advertisements
8.5 Summary
8.6 Keywords
8.7 Self Assessment
8.8 Review Questions

8.9 Further Readings

Objectives

After studying this unit, you will be able to:
Discuss the execution of print advertisements and television commercial

Describe execution of radio commercial and online advertisements
Introduction

The customers don't see the clever media plan or all the cool technology - they see the ads. Initial
planning is important but it is nothing without a proper creative execution. So, once the strategy
is complete, the focus now shifts to delivering outstanding creative execution. A brief for the
project is developed and the designers, copywriters, public relations practitioners, Web specialists
and marketers work collaboratively on the creative concepts. In this unit we are going to study
how the advertising strategy is executed in print, broadcast and online media.

8.1 Print Advertisement

The key format elements in print advertising are headline, subheads, body copy, slogans, seals,
logos, signatures, visual elements, and layout.

Headline

The headline contains the words in the leading position in the advertisement. These are the
words that will be read first or are positioned with the intent to draw the readers' most attention.
The headlines are almost invariably set in larger, dark type and generally set apart from body
copy to make them prominent. The headline is considered as the most important part of a print
ad by most advertising professionals.

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