MODULE -3

MESSAGE
DEVELOPMENT
ADEVERTISING APPEALS
Meaning:
 An advertising appeal is a statement designed to motivate a person to act.
 The appeals which the advertiser makes usually focus the buying motives of the consumers.
 Pleasing total quality of a radio becomes basis to motivate the music and the vitamin
contents of a drug form an appeal to motivate public and listen to people to preserve their
health.
 However, numerous appeals may be made for any product.

Essentials of a Good Advertising Appeal:

 The following are the essentials of a good advertising appeal:
1. IT MUST BE COMMUNICATIVE: An advertising appeal must successfully tell what it wishes
to convey. As far as possible, the message must be communicated in a simple language.
2. IT MUST HAVE A GOOD THEME: A good theme means there must be something which has
to be told to the prospects. Only meaningful words become effective in conveying the
story.
3. IT MUST BE DISTINCTIVE: An advertising appeal must be distinctive. It should present a
product in a distinctive way. If it is a new product, then „new‟ alone makes it distinctive.
4. IT MUST BE INTERESTING: A good advertising appeal must be interesting. An
advertisement must provide interest to the readers or the listeners or viewers and this can
be done by telling the story of an advertisement in an interesting manner.
5. IT MUST BE BELIEVABLE: The theme of an effective advertising appeal must be believable.
The message which is doubted can never be effective. Only facts are presented in an
interesting manner.
6. IT MUST BE COMPLETE: An advertising appeal should be complete and must not be
superfluous. Such information which is likely to confuse the prospects in making buying
decision should be avoided.

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TYPES OF APPEALS USED IN ADVERTISING:
 The following are the appeals widely used in advertising:
1. EMOTIONAL APPEALS:
 Emotional appeals are used in advertising the consumer product.
 They are used for inducing initial interests and arousing interest in the advertised
product.
 Goods like toys for children and baby food are sold on emotional appeals.
2. INTELLECTUAL APPEALS:
 These appeals are free from emotional touch and are based on intelligence.
 Intellectual appeal is used for selling high priced industrial goods.
 They are based on rational thinking. Emotional appeals work fast to create interest and
desire but it is intellectual appeal of the Bombay Dyeing advertisement where a young
and beautiful girl is shown wearing eye-catching prints.
 The picture of the girl and prints provide emotional appeal but the headline “icy
summer prints‟ provide and atmosphere of coolness and appeals to the intellect.
3. HUMAN INSTINCTS APPEAL:
 Human beings are guided by such instincts as: self-preservation, parental care, food,
clothing, curiosity and so on.
 When a copy makes proper appeal to the appropriate instinct, it will create a desire in
the minds of the reader to buy the article.
 For an appeal to the self-preservation instinct health, food, woolen clothes and
physical fitness courses are appropriate articles.
 Baby food can be sold more easily by making an appeal to the parental instinct and
the natural affection of the parents for their children.
4. PHYSICAL SENSE APPEAL:
 Appeals to physical senses evolve greater response.
 For example, food and beverage products are sold by inciting taste appeal.
 During summer, cold drinks can be effectively advertised with pictures of cool,
refreshing summer drinks but during winter this advertisement would be a misfit if
appeal is made to the sense of taste alone, a more viable approach would be to appeal
to the instinct of self-preservation.
5. POSITIVE APPEAL:
 Appeals that follow positive approach are called positive appeal.
 They create situations under which prospects are likely to attain happiness and peace
of mind with the possession of advertised goods.
6. NEGATIVE APPEAL:
 Negative appeals are those which follow negative approach.
 They normally include feelings like jealousy, anger, pain and fear.
 These are the unpleasant feelings and no prospect would desire to associate himself
with frustration

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ADVERTISING COPY AND ELEMENTS
 Advertising copy refers to the written content in advertisements designed to persuade or
inform potential customers about products, services, or brands.
 It aims to attract attention, generate interest, and encourage action, such as making a
purchase or visiting a website.
 Effective advertising copy is concise, engaging, and tailored to the target audience, often
incorporating elements like headlines, taglines, and call-to-action phrases.
 It plays a crucial role in marketing by communicating key messages and differentiating
offerings from competitors.

Essential Elements of Advertising Copy

Here are the five essential elements that every marketer should master to create compelling,
persuasive, and impactful advertisements.

1. Attention-Grabbing Headline

Crafting an effective ad copy begins with a captivating headline. This concise yet compelling
phrase instantly arrests attention, enticing the audience to delve deeper. It serves as the gateway
to the entire message, sparking curiosity and prompting further engagement. By employing strong
language, intriguing questions, or impactful statements, the headline sets the tone and establishes
the ad’s relevance. Its primary goal is to hook the reader swiftly, ensuring they linger to absorb the
subsequent content. A well-crafted attention-grabbing headline can significantly enhance the ad’s
effectiveness, drawing the audience into the narrative and driving desired actions.

2. Engaging Opening

Engaging advertising copy captivates audiences, fostering connection and resonance. Through
compelling storytelling, persuasive language, and relevant imagery, it sparks curiosity and prompts
action. By addressing audience needs and desires, it establishes rapport and builds trust, guiding
consumers towards the desired outcome. Whether through humor, emotion, or relatability,
effective ad copy holds attention and inspires further exploration. It communicates brand values
and benefits concisely, leaving a lasting impression. In a crowded market, engaging ad copy stands
out, driving conversions and fostering brand loyalty. Its ability to resonate with audiences makes it
a vital component of successful marketing campaigns.

3. Clear Value Proposition

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A clear value proposition is the cornerstone of effective ad copy. It succinctly communicates the
unique benefits and advantages of a product or service, compellingly answering the consumer’s
question: “What’s in it for me?” By highlighting key features and addressing pain points, it
establishes relevance and resonates with the target audience. A well-defined value proposition
differentiates the offering from competitors, instilling confidence and trust in the brand. It guides
consumers towards informed purchasing decisions by outlining the tangible value they stand to
gain. In today’s competitive landscape, a clear and compelling value proposition is essential for
driving engagement and conversion.

4. Compelling Call to Action (CTA)

A compelling call to action (CTA) is the linchpin of effective ad copy, guiding the audience towards
desired actions. It’s a concise yet persuasive prompt that prompts users to engage, whether it’s
making a purchase, signing up, or exploring further. By using action-oriented language and
instilling a sense of urgency or exclusivity, the CTA motivates immediate response. It clarifies the
next steps, removing ambiguity and facilitating conversion. A well-crafted CTA aligns with the ad’s
objectives, seamlessly integrating into the narrative while standing out visually. In essence, it
empowers the audience to take the desired action, maximizing the ad’s effectiveness.

5. Credibility and Trust Elements

Credibility and trust elements are paramount in ad copy, fostering confidence and loyalty.
Testimonials, reviews, and endorsements from satisfied customers validate the product or service,
assuring potential buyers of its quality and reliability. Trust badges, certifications, and guarantees
further reinforce credibility, alleviating doubts and minimizing risk. Transparent and accurate
information builds trust, establishing the brand as reputable and trustworthy. Incorporating
authoritative sources, statistics, or awards enhances credibility, validating claims and positioning the
brand as an industry leader. In a landscape inundated with advertising, credibility and trust
elements distinguish the brand, nurturing long-term relationships with customers based on mutual
respect and integrity.

FAQs on Advertising Copy

1. Why is advertising called copy?

Advertising is called “copy” because historically, advertisers would “copy” the text for their
advertisements by hand. Today, “copy” refers to the written content of an advertisement,
encompassing text, slogans, and messaging designed to persuade or inform the audience.

2. How do I write an ad copy?

To write effective ad copy, identify your target audience, highlight benefits, use compelling
language, create a clear call-to-action, and ensure brevity and clarity. Tailor the tone and style to
match your brand’s personality and the platform where the ad will appear.

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3. Is ad copy copyrighted?

Yes, ad copy is typically protected by copyright law. The original text and creative elements of an
advertisement, including slogans, catchphrases, and unique expressions, are considered intellectual
property and are automatically protected under copyright upon creation.

4. What is ad copy AI?

Ad copy AI refers to artificial intelligence systems designed to generate advertising copy

automatically. These AI tools utilize natural language processing and machine learning techniques
to produce compelling, relevant, and customized ad content for various platforms and target
audiences.

5. What is creative ad copy?

Creative ad copy refers to the imaginative and compelling text used in advertisements to capture
attention, evoke emotions, and persuade the audience. It often involves innovative language,
storytelling, humor, or memorable slogans to effectively communicate the brand’s message and
value proposition.

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PREPARING ADS FOR DIFFERENT MEDIA
Evolution of Media as Platform for Advertising
 Print media originated in the late 15th century.
 Recordings including gramophone records, and Cinema - 1900.
 Radio -came into existence in 1910
 Television –evolved in - 1950
 Internet - 1990
 Mobile phones - 2000.
 It’s a long story, where media has originated, as print forum and then evolved to digital
revolution, experiencing today, through our mobiles.
 The print media has been the oldest, but still it finds relevance, in modern era, because
most of print media has been transformed on digital platforms, where people can read
newspapers, magazines, everything online, because their e-versions are available.
 The assimilation of all media has resulted in relevance and prevalence of media, in such a
way that, everywhere ad across channels has emerged on a integrated and synchronized
platform.

Classification of Media
 Media also broadly classified in two types
 Visual: people can see the characters
 Non-visual: is audio i.e. people can listen

Press as Fourth Pillar of Democracy

 Press or media evaluated as the fourth pillar of Indian democratic system which was the
prime force of struggle for independence
 Indian media and entertainment industry has travelled a long way and grown into a
leading media market of the world.
 Its over 1.2 billion population of country, who is experiencing media revolution.
 Press has emerged as the fourth pillar of democracy, because it started as forum and a
way to connect.
 People through independence in this country with huge population of 1.2 billion, have

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 been experienced and impacted by power of media, which is shaping values and visions
of their lives
Newspapers
 The first printed newspaper was published in 1605.
 A newspaper carries all kinds of communication, related to a variety of topics like politics,
socialism, current affairs entertainment, finance, stocks.
 Newspaper - carries information to connect people. It is relevant for business industries,
because it shapes share market, literature and other market, where people are connected
to news and other avenues, which are desirable for life and politics.
 Newspapers are an important medium, which is being vastly read by people.
 So, advertising through newspapers still carries importance.

Magazines
 A Magazine is periodical and publishes variety of articles financed by adverting sponsors
to be purchased by reader.
 Magazine falls in two categories
 Consumer magazine
 Business magazine
 These magazines are the best forum for advertisers to connect to niche readership.
 Magazines have become very specialized. They cater to specific industry updates, like
automobile magazines, business magazines, fashion magazines.
 These magazines carry updates of particular industry and get published in these
newspapers.
 Magazines are important for that particular industry because by this, people are able to
share, particular specification of vendors, buyers and suppliers.
 They are big platforms, where people exchange their information through magazines to
do business.

Booklets and Brochures

 Booklets and brochures are a part of promotional literature of product. There are two
types of booklets and brochures:
1. Pre-Buying Promotion
2. Post Buying Promotion
 Booklets are an important part of product display.
 They are needed for product information, to convince the customer for a demo of the
product (how the product will perform).
 This information is provided by brochures.
 Brochures do two functions
 Pre buying promotion -attract customers through discounts and incentives
 Post promotion - give satisfaction of working information about content and
calories related to product.

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 Pre-Buying Promotion
 It is carried in malls and stores. The promotional literature is distributed free to all. It
is in the form of discount offers & other profitable schemes.
 This will help in creating a positive impact on the decision-making of prospective
customers.
 Wherever there is footfall of customers, pre- buying promotion material is available,
where people are offered attractive brochures, to offer discounts and incentives, so
that buyers have information to take interest.
 It helps in shaping their decision making for buying products.
Post Buying Promotion
 These booklets and brochures are usually given with a product, for better customer
experience and easy usage, post purchasing. It gives details of
Benefit of using the product
 Usage direction
 Cleaning and storage instructions.
 How the product must be used, what is the value of the product for functionality,
everything is written in brochure. It gives a set of instructions for performance and demo
of product.
 It is needed to enhance customer experience and update customer for learning aspects,
like how to cook.
 There will be a recipe to apply some ointment or color to hairline various dies and all they
are technical.
 So, instructions are there, people can match combinations in the right proportions and
can mix to get the best results.

House Magazine, Periodical or Newsletter

 Most of the organizations are communicating with all stockholders & stakeholders in
order to be successful.
 Hence, the customer, shareholder, investors, solicitors and employees are updated about
the activities of organization from time to time.
House magazines and periodicals
 Periodicals -are in house magazines.
 It connects lakhs of employees, who are working in house.
 Sometimes, organizations impact stakeholders, like vendors, dealers, suppliers and even
customers.
 These magazines, if are published weekly or monthly and are updated on websites, give
large information about organization updates, which is useful for investors, lawyers and
other people, who are working and dealing with industry.
 This information mobilizes working procedure and is a great platform, where people can
read and get information.
 These are also good sources, where people can advertise their products.

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 In house Magazine
 The In-house magazine includes data about
1. Company's achievements
2.Employee engagement activities
3.Information to offers.
 A periodical or newsletter is designed to give internal news about a company.
 In-house - Business organization publishes its own magazine and in this, achievements,
transfers, orders, engagement activities of employees, and instructions are given.
 The employees are kept updated on what is happening and about policies, issues and
the kind of work, company is next going to do. All update is available.
Mailers Direct
 Direct mailers are small pamphlets, which are devices for direct advertising and
marketing.
 Usually, they arrive at doorsteps through the postal mails.
 Direct mails are relatively cheaper option of marketing
 Direct mail - options are like flyers, pamphlets which are printed and through newspapers,
distributed to people.
 These are available online also, through emails to reach people’s houses.
Components of Direct Mail
 Most of them include
1. Colourful advertisement
2. Discount and gift coupons
3. Preapproved credit card offers
4. Automobile, realtor and political promotion.

 Direct mail options – flyers and full advertisements. It has gift vouchers attached. It
has discounts, approved by particular banks and can be used by automobile industry
retailers.

Handbills and Flyers

 Handbills or flyers are a form of communication which is printed on small paper.
 It is easy to carry, colourful, attractive, and legible to read.
 These are useful for restaurants, hotels, nightclubs, political campaigns, concerts,
rallies etc.
 Handbills and flyers - printed in hard bond papers, thin paper depending upon the need
of people.
 Most hotels carry flyers, where they will have schemes, discounts and events, which they
are going to organize. The discounts and sales options are available.
 This kind of information is given to customers on how to buy these offers.
 It is easy, and can be distributed to customers at its convenience, according to desire of
what is demand.
 If people have some handbill in their hands, they can listen to customers

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Billboards or Hoardings
 Billboards or hoardings are huge advertisements that are put up at a height in strategic
locations to fetch more attention.
 They usually attract the targeted audience by their bold colors, grabbing headlines,
creativity, designs, and special effects.
 Billboards - they are an attraction for city centers, where huge billboards give color and life
to roads and venues.
 People meet at target markets, where footfall is there, like crossings, railway stations or
airports.
 These colorful, bold advertisements grab the attention of people, through their creativity
and the styles by which they are posted.
Latest trends in billboards
 Later came a trend for incorporating neon signs, videos and graphic
 Electronic communication with 3D rubber or plastic balloon objects became popular
 The billboards giving information are called bulletins.
 They command the best customer exposure.
 Billboards - speak louder than words. Billboards have travelled a long journey of
getting exposure, in electronic form, where versions giving images options and even
graphics animated in beautiful way.
 Information & everything is on billboards, in the form of bulletins, which give information
to people at railways, crossings and other popular areas where footfall is the highest.
 The exposure is through images and impact, which is very beautiful, to grab the attention
of the public.

Press Releases
 A press release is an important device of communication because it takes the relevant
communication directly to the press.
 Whenever government, organizations, and celebrities, etc. have newsworthy
announcement to make, they draft the press note which is then sent to the members of
the press
 Press release - is an important form of advertisement, because people are launching
products, doing something good for the company, CSR project or some new update
which needs a good press release, for informing about brand of company.
 It is also always in communication with the public.
 The media, which gives a lot of acceptance.
 Content is accurately drafted and direct communication to media, which carries news in
the same way as it is drafted.
Television
 Television appeals to the auditory and visual senses, and hence it is an important
communication device as it beholds the attention of audience
 People can visually attract customers by good audio, sound effects. It is a revolution,

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 which is holding customers from the times.
 It has been evolved and today also, television is a part and parcel of people’s life for
dinner tables and other leisure times.

Films
 Films are considered a major mass medium because of their appeal and influence on
society.
 Films are considered by many to be an important art form.
 Films entertain, educate, enlighten an inspire audience.
 Film -is a leisure industry, which has artistic value to connect to people because it gives
real life stories, in an artificial way.
 People are using films as a part of educating people, putting social agenda as a priority,
advertising things and influencing audiences to form a positive outlook on some
industry or celebrity.
Radio
 Broadcasting is the distribution of sound to a number of recipients, listeners that belong
to large group. Radio remains one of the favourite means of electronic communication.
 Radio is a part of life because when people are moving or are driving their vehicle, it
has become a popular forum to connect with them.
 The content of local taste, language with folk songs and local sentiments is connected
to people on streets and all corners.
 All advertisement and information, which is important, while are driving. Radio is still a
popular form of advertising and growing with people as a big industry.

New Age media

 With the advent of the internet, people are now enjoying the benefit of high
technology mass media at a fast pace.
 Mobile phones, computers, and the internet are often referred to as the new-age
media.
 New age media has become digital, where it has evolved through a forum of gadgets.
 The laptops, computers and mobiles have become a big way to connect people.
Mobile Phones
 Most form of media content is introduced on mobile phone.
 Today total values of media consumed on mobile flourished through internet content.
 The mobile media content includes mobile music which includes ringing tone,
MP3files, music video, music streaming services etc.
 Mobile has converged all mass media platforms, into handset where, everything can
be downloaded in form of music, books, literature, news & information.
 Everything has been converged through this handset.

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Computer
 With the invention of the computer, the impossible has become possible.
 People virtually get information about everything from pin to piano with the help of a
computer.
 It has added speed and multimedia to the information which was earlier available only
in the print format.
 The information which has huge platform, form legal, technical & entertainment for
variety of people’s need of all industries, business, banking, financial & shares.
 Everything is available through computers. Computers have become an indispensable
part of people’s life, where nobody can do business without them so it is a great
platform where people can advertise their goods.
Internet
 This is the most important device of the new age media. The discovery of the internet
can be called the biggest invention in mass media.
 The Internet has inspired interaction and connectivity through its social networking
medium.
 Now internet has given birth to social media.
 Social media is social platforms, connecting people, where family, friend’s information
& life has become very popular.
 People through friends, relatives and political celebrities have been connected.
 They are following each other for sharing values, work and leisure products and
services.

Email
 Email or electronic mails have drastically reduced the time it took for drafting and
sending letters, or mails. Electronic mail has also facilitated lesser usage of paper.
 Email has saved the paper industry, but it is very fast for connecting and advertising
products through people can broadcast to larger audiences at a lesser cost.
Websites
 The plethora of websites is dedicated to various people, companies, and activities.
 The most significant utility of these websites is providing information through search
engines, downloads and interaction through social networking sites.
 Websites - have become the index and face of company, where it offers gallery,
interaction, engagement activities, games, & entertainment.
 Everything is available on websites. Official websites are very professional to connect with
audiences and are able to solve all problems of customers.
 They also have a chatting and call center facility attached, where people can connect and
talk to get their work done, through help lines for other solutions required.

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Podcasts
 Podcasts are a medium of mass communication that includes short video or audio files.
They can be seen and heard on mobiles, computers and portable media instruments.
They are engaging devices of communication.
 Podcasts - are short, like one minute or thirty seconds video films or audio sounds, which
are created in the form of animations and other forms of great activity for engaging
people.
 It is because 30 minutes can grab the attention of people through creativity, good music
and sound. People are accepting this form of advertising in a big way.
E- Books
 E-books: There are a few websites where e- Books are hosted through online libraries.
 The main benefit of having eBooks is that one need not carry bulky books.
 They can be read eBook through mobiles & computer screens or other devices.
 The font size can be adjusted to requirements.
 E-books - have become a new way of connecting to people, where anything, like
animation, text, literature or even books which are used in schools and colleges are
available through online libraries.
 People can download and read it, from any electronic device, through adjustable fonts.
 This is a convenient way of studying and doing research.
Blogging
 A blog is a space on the internet where a single person or group of people records their
information, opinion, photos, videos, etc.
 It is an interesting and free platform to talk about any topic. Interaction happens in the
form of comments on feedback.

 Blog - is a space on internet, where people write about anything.

 If a person is fashion vista, he can give trends on fashion industr y.
 If he is an automobile expert, he can write about various models of cars, cost versions and
their benefits.
 If he is a recruiter, he can write about vacancies.
 So, people are accepting this information.
 They are following, as per their needs and lot of people is minting money through blogs
because larger is number of followers, larger are sponsorships coming to them.
 Companies, hotels and industries are using blogs as a big space because customers are
connecting on blogs to read and get information about content of particular things, which
they want to adopt in life.

Internet T.V and Face book

 Internet TV: It is also known as online TV.
 Face book: It is the most popular social networking website. Advertisers also like this forum
for communicating about their products.

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 Twitter: is micro blogging site
 YouTube: It is a website which uploads content in video format.

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