Page 161 - DMGT507_SALES AND PROMOTIONS MANAGEMENT

Unit 8: Advertising Strategy: Creative Execution

Notes
notches above Nirma. Rin was intended to be a stepping-stone for users to convert to Surf,
a premium brand of HLL. Nirma users were people who upgraded from laundry soaps
and were looking for a basic clean wash. Nirma stood for a different kind of personality -
cheap, harsh, but effective. Rin, on the other hand, was sophisticated, gentle, effective and
expensive.

Mahajan and Rajan were faced with many critical decisions. It was, however, decided that
as a first step, with appropriate changes in the formulations, an entry level Sofio Care, a
medium-priced Sofio Glow and a high-end Sofio Plus would be launched.
Questions
1. Analyse the case and develop the segment(s) profiles.
2. Suggest an appropriate positioning.

3. What media, and copy strategies would you recommend?

8.5 Summary

Though, in most advertising campaigns the starting point of message strategy are the
verbal elements, yet the nature of these elements is such that they are all intertwined and
evolve simultaneously.
Advertising creativity is the ability to come up with fresh, perhaps unconventional, unique,
appropriate and effective ideas that can be used as solutions to an advertiser's
communications problems.

The key format elements in print advertising are headline, subheads, body copy, slogans,
seals, logos, signatures, visual elements, and layout.
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.
A subhead is an additional smaller headline that may appear above or below the headline.
When the subhead is above the headline, it is referred as a kicker or overline, and is often
underlined.
The body copy contains the complete sales story and is the logical continuation of the
headline and subheads. It covers the attributes, benefits, and the utility of the product or
service, but getting the audience to read the body copy is often difficult.
Slogan is a clever phrase that serves as a reminder of a brand, company image, or theme.
It provides continuity to a series of ads in a campaign and also helps creating a positioning
statement. A tagline used consistently on all marketing messages becomes a slogan.
A layout is an orderly physical arrangement of headline, subheads, body copy, slogan,
seal, logo, signature, and the visual elements into a finished advertisement.
Good design not only commands attention but also holds it and communicates as much
information as possible in the shortest amount of time and makes the message easier to
understand. The basic design rules include- unity, balance, contrast and sequencing.
Colour is another physical element of layout and can be used with impact only if its
dimensions are understood. Basic principles of layout design are the same for both colour
and black-and-white.

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