Page 162 - DMGT507_SALES AND PROMOTIONS MANAGEMENT

Sales and Promotions Management

Notes Television is a powerful advertising medium and has the unique ability of combining
visuals, words, sounds, motion, and technology. With high levels of advertising clutter in
this medium, producing commercials that can communicate effectively is a complex and
expensive process.
The visual elements generally dominate the commercial and include all those elements
that are seen on the TV screen. It is important that these visual elements are successful in
attracting the viewer's attention and communicate the image, idea, or message.

Audio elements in TV ads can be music, conversation or special sound effects.
In radio commercials, there is no visual or colour to attract the audience attention, except
the sound. There is opportunity to play with the listeners' imagination, often referred as
the theatre of the mind.
Interactive advertising on the Internet promotes more customer involvement because the
site visitors initiate most of the action. The experience during this interaction can create
favourable or unfavourable brand attitudes.
Web pages can combine elements and design styles from all different media (print, film,
sound, and games). In addition to this, the need to search and navigate creates an entirely
new design form whose major challenge is the ease of use.

8.6 Keywords

Body copy: Main text included in the advertisement
Headline: Words in leading position in an advertisement
Kicker: When the subheading is above the headline
Layout: Orderly arrangement of all the elements of an ad

Logo: Distinctive mark that identifies a brand or a company
Script: Written down version of TV commercial
Seal: Awarded when a company meets standard of a particular agency or institute

Signature: Name of a company written in distinctive typestyle
Slogan: Clever phrase that reminds of brand, company image and theme
Storyboard: Series of drawings to show the layout or visual plan of the commercial
Tagline: Summarizes the point of the ad and makes it memorable

8.7 Self Assessment

State whether the following statements are true or false:

1. A headline read 'buy one pay none'. It is a benefit headline.
2. Storyboard along with a soundtrack is called animatic.
3. Current tagline being used by Videocon is 'the Indian multinational'.

4. Color red can be associated with the print ads of Idea Cellular.
5. Five different coloured inter-connected rings can be associated with the logo of Olympic
Games.

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