Beruflich Dokumente
Kultur Dokumente
HBCA4103
PRINCIPLES OF ADVERTISING
PRINSIP-PRINSIP PENGIKLANAN
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ACKNOWLEDGEMENT
Praise to the Lord for providing me with great health, strength and emotional supporting
completing this assignment. It is with great appreciation that I acknowledge the contributions and
support in completing this dissertation.
It is with great appreciation that I acknowledge the contributions and support of my
lecturer whose time, effort and guidance were highly beneficial especially during my completing
my assignment. My sincere appreciation and thanks to my colleagues for their constant support,
guidance and friendship.
I really appreciate all my family members because of their endless support; encouragement and
understanding throughout my good times as well as my tough times are so meaningful. Finally, I
am grateful to my company, the government whos allowed me to pursue this assignment.
PRINCIPLES OF ADVERTISING
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TABLE OF CONTENTS
CONTENTS;
PAGE
ACKNOWLEDGEMENTS
REFFERENCE
19
1.0
2.0
3.0
INTRODUCTION
1.1
What is Creativity?
1.2
1.2.1
The Advertisement
1.2.2
10
2.2
11
2.3
12
Creative Image
13
3.2
13
3.3
Creative Value
4.0
5.0
PRINCIPLES OF ADVERTISING
14
15
20
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1.0
INTRODUCTION
1.1
What is Creativity?
Creativity tends to be one of those you-know-it-when-you-see-it things that elude a
specific definition. Creativity refers to the phenomenon whereby a person creates something new
(a product, a solution, a work of art etc.) which has some kind of value. Many people who others
have considered highly creative have attempted to explain the creative process. Here are some of
their ideas:
C. G. Jung, Psychoanalyst
The creative aspect of life which finds its clearest expression in art baffles all attempts at
rational formulation. Any reaction to stimulus may be causally explained; but the creative act,
which is the absolute antithesis of mere reaction, will for ever elude the human understanding.
Bill Bernbach, Former Chairman & CEO, Doyle, Dane, Bernbach (now DDB)
Merely to let your imagination run riot, to dream unrelated dreams, to indulge in graphic
acrobatics and verbal gymnastics is not being creative. The creative person has harnessed his
imagination. He has disciplined it so that every thought, every idea, every word he puts down,
every line he draws, every light and shadow in every photograph he takes make more vivid, more
believable, more persuasive the original theme or product advantage he has decided he must
convey.
Charles Mingus, Musician
Making the simple complicated is commonplace; making the complicated simple,
awesomely simple, that's creativity.
These ideas highlight some critical features of the creative process. First, it is
extraordinarily hard to define precisely how creativity works. Second, creativity is an art that is
not subject to specific rules. Third, creativity cannot simply be called into existence. Fourth,
creativity often means proposing elegantly simple expressions of complex issues. Fifth, truly
creative people express ideas that are not just personal opinions but also expressions of essential
truths.
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1.2
Creativity in Advertising
It is obvious that by 'creative' we general mean the words and pictures, the sound and the
music, the models that are projected and maybe, even associations with such sports, films and
other personalities who typify such role models. This is understandable. After all, these are the
most visible elements of advertising. These are what influence us as customers.
Creativity, as generally understood, is only one, even if a very important component of
advertising. What is more, at the very beginning i must point out that all the talent that creative
young aspirants for jobs in advertising talk of are not sufficient for an entry into this highly
demanding profession.
On the other hand, the opportunities that some profession offers are more varied and
creativity is more challenging in a wider sense of the term. In this context, it is necessary to be
clear about what creativity really means. 'To create' according to the Oxford dictionary means
"Bring into existence, give rise to; originate. The word creation means" All created things
products of human intelligence, especially of imaginative thought;" 'creative' means: "Creating;
able to create; inventive; imaginative; showing imagination as well as routine skill" Of course,
even the dictionary definition refers to an actor creating a part or a product created by a designer.
The essential elements of creativity are really imagination and inventiveness disciplined by
routine skills.
In advertising on has a diverse range of jobs to choose from, to suit one's inclination,
talent and personality. The choice of working in an organization that manufactures certain goods
or provides certain services, to look after the advertising of these goods or services would
demand a particular kind of skill and interests.
One can choose to work in an organization that creates advertising and distributes
advertisements through different media. In such an organization there is a wide variety of jobs
calling for different types of skills and creativity.
To make the matters easier, one has to start with simple definitions. The manufacturer or
provider of goods and services would be refereed to at this stage as advertiser or, may be, the
marketing organization. The organization providing advertising services is the advertising
agency. And advertising is itself communication link between the product or service and the
consumer; hence, between the producer and the consumer.
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The media would include newspapers and magazines, radio, television, posters and
everything that can be used to inform the customer about the product or service. Another
expression that we shall be using at that stage is the market. After all, all goods and services are
bought and sold in the market-not necessarily only a bazaar or a village fair, but also shops or
retail outlets as they are called. In advertising we talk of the markets to mean really the
consumers.
The producer of good or services markets its products and hence is referred to as a
marketing organization. There are job opportunities in these areas in the field of advertising and
advertising related services. There is more. Today one can setup one's own shop specializing in
one particular area of advertising or advertising related activity. This would call for a
combination of many talents and different types of ideas.
Next is a full advertisement about The Body Shop International plc. is a global
manufacturer and retailer of naturally inspired, ethically produced beauty and cosmetics
products. Founded in the UK in 1976 by Dame Anita Roddick, it now has over 2,400 stores in 61
countries, with a range of over 1,200 products.
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1.2.1
The Advertisement
D&AD 2010; is to represent The Body Shop as the original pioneers of ethical beauty.
The idea focuses on the power of nature. The campaign shows the power of fruit, that even a tiny
lemon has capabilities to power light bulbs. The idea was to create an integrated campaign that
has little or no effect on the environment and the only thing powering the campaign was fruit.
Image 1
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Started in 1976, Brighton, England, The Body Shop focused its image advertising on
many good values through campaigns such as Save the Whale with Greenpeace, in 1986,
Against Animal Testing in 1998, Make Your Mark with Amnesty International, in 1998,
Stop Violence In The Home in 2003, Stop Violence in the Home with UNICEF, in 2006,
Spray to Change Attitudes with MTV, in 2007, Break the Silence on Domestic Violence in
2008 and the latest is Protect Our Planet in 2010.
Image 2
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1.2.2
started to use this product a few years ago in order to build my self-confidence when I my friend
giving me one of The Body Shop flyer. Then, I started to find more about the product. As the
result, the more I know about the product values and benefits through its creative and campaign
history advertising the more I want to use the products.
The Body Shop International plc. known as The Body Shop. It has 2550 stores in 63
countries including Malaysia and it is the second largest cosmetic franchise in the world. The late
Dame Anita Roddick was the founder of The Body Shop and is part of the LOreal corporate
group.
Through the campaigns repetition, it built up a strong image for the Body Shop as safe
cosmetics and got a lot of values other than just cosmetics. Safe cosmetic is now an integral part
of their perception of this Influencing people: myths and mechanisms brand. Below are some of
their advertisement campaign posters.
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2.0
should convey beauty, quality, sophistication, and value, with just a touch of good-natured
humour. We have been told so often that the role of advertising is to persuade that we seem to
have come to believe it.
If its a bright idea, thats good. If its well executed, thats good too. But if its a persuasive
execution of a terrific idea . . . thats advertising - BOB KILLIAN
When we think of advertisings effects we almost invariably think of how advertising
influences our evaluation of a brand. Yet much of advertisings influence is not on our
evaluations of a brand but on the order in which alternative brands are evoked.
2.1
products such as The Body Shop invest in Human Resource in the worldwide as they join
many humanity campaigns not just promoting their products around the world. Their campaign
posters and image in their advertisement encourage people to buy their products.
When these brands are advertised, the focus is very much on image but often with this
important, subtle difference. The advertising aims to change not how we see the brand itselfthe
brand imagebut how we see:
the stereotypical user of the brandthe user image.
the stereotypical situation in which the brand is used.
Image changes usually fall short of the kinds of rational, heavyweight reasons that make
perfect sense of any choice. But they can still tilt the balance in favor of one brand. Minor effects
like these constitute much of the impact of advertising. Yet they are usually much more difficult
for us as consumers to analyze introspectively, and we tend to discount them because they clearly
fall well short of persuasion.
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2.2
Advertising and graffiti often have succinct, clever messages that are not direct statements of
information.
Consider how much more powerful the quotation above is compared with a statement
that urges us to Be careful of quoted statistics because they can be easily fabricated. The
message that we take away from it is the same thing even though the words dont contain that
literal message. Indirect forms of communication sometimes register a point with more impact.
We think much more often about people and things that are important to us than about
those that are not. The psychological term for this prominence in our thoughts is salience.
Advertisers would like us to think of their brands as more important but they will settle for
more often.
In other words, they would like their brands to be more salient for us. The definition of
salience is the probability that something will be in the conscious mind at any given moment.
One way advertising can increase this probability is through repetition. We have all had the
experience of being unable to rid our minds of a song we have heard a lot. The repetition of the
song has increased its salience; it has increased its probability of being in the conscious mind at
any moment.
Repetition of an advertisement, especially a jingle, can have a similar effect. Through
repetition of the ad, the salience of the brandthe star of the adis increased in our minds.
Another way that advertising influences what we think about and notice is through cueing. To
explain this, answer a few questions.
Whats the first thing you think of when you see: Just Do It.
Whats the first thing you think of when someone says: Have a break
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2.3
reality is very much influenced by how other people see itthe popular consensus. In making
choices people are influenced by two things: what they think; and what they think other people
think.
As some wit once said, Conformity is something you can practice without making a
spectacle of yourself. Conformity is a powerful human motivator. Especially when everything
else is equal, it can tip the balance in many brand choice decisions.
We are more likely to go against our judgment and conform to the popular view if there
are few real differences between brands. As the real differences become negligible, we rely more
and more on outside cues to help us make our decisions. The more insecure we feel, the more
likely we are to be influenced by others. The more a brand is advertised the more popular and
familiar it is perceived to be.
I have not worked all these years to be satisfied to have pioneered a new way of doing business
that nobody else ever tries. I want to make things happen, to spread human values wider in
business if I possibly can. And this sale gives us the chance to do so.
- Dame Anita Roddick
The more value of a brand is advertised the more popular and likely the product will be
chosen by the buyers. The important of this creative issue is the company want to give the
consumers not only the comfort but to also feel welcome and comfortable.
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3.0
3.1
Creative Image
We agreed that advertising should convey beauty and quality, so in the advertisement we
can see even the lemons that represent fruits can have the power to light up the bulbs. The image
created by the creator is very creative.
The art of sophistication in this ad blew the audience thought about the beauty should
powered by nature. And with just a touch of good-natured humour it will attract many audiences
to discovered about the products which friendly to the nature.
3.2
Nature that The Body Shop uses can give an excellent impact to the Nature Lovers.
As the previous advertisement The Body Shop had create brilliant cue to promote their
product while invest in the human values and the environment. As words or messages such as
these come up naturally in everyday conversation, the
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3.3
Creative Value
The Body Shop believes in 'Delivering Value' which looks at conventional accounting
areas such as profitability, relationships with customers and staff, and relationships with
suppliers (all of which have an ethical dimension); 'Social Responsibility' which looks at areas
such as ethical policies (particularly in regard to investment), charitable support and community
involvement; 'Ecological Sustainability' which looks at areas such as ecologically sound
purchasing of supplies, recycling waste, energy consumption and provision of ecological
financial products and services and 'environmentally friendly' making sure that their products are
'green' , not animal tested and 'kind to the environment'.
The Body Shops values, both functional value and personal values, is brought to the
forefront of marketing today. The old standards of competition; Quality, Price and Time (if you
want something today and of high quality, it will cost you) are no longer valid. Technology has
neutralized time and quality and one can only survive through price wars or cost cutting for a
limited time. In addition, the consumers have much more control or say in today's marketplace,
making these three elements of equal demand and maybe even expected by the consumer.
As a global business, The Body Shop strongly feels the need to be proactive in the battle
against climate change. They constantly seeking new ways to improve our business practices and
reduce their carbon footprint. In many of their stores, refits are rolling out that will improve their
energy efficiency. New lighting, including store signs that have been successfully trailed, will
help to reduce the energy use.
They have introduced energy-awareness training for all our store staff and have also
reduced our air travel. Theyve also made great strides in sourcing renewable energy wherever
possible to run their offices, warehouses and stores around the world. In the UK alone, 65 per
cent of their stores are on renewable energy contracts.
PRINCIPLES OF ADVERTISING
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4.0
Plan for use by the copywriter that defines the basic theme of the advertising campaign
and serves as a guide for writing an advertisement; also called copy strategy. Much the same as a
political platform, the copy platform discusses the issues to be considered and describes the
fundamental elements, such as slogans, visual symbols, and associations, to be built around the
product.
It will also discuss the profile of the target audience, the product or service's claims, the
kinds of appeals to be used, the customer needs that the product or service will satisfy, and the
image to be created, as well as the style, tone, and implications of the finished advertisement.
An agency will often use a copy platform in a client proposal, to give the client an idea of
the creative work that will be done, before actually writing the advertisement. The platform can
also be designed, after the advertising agency has been hired by the advertiser, as a kind of
overview of the upcoming campaign.
I have followed some instruction in making the copy platform for this product which is;
1.
Define the product in clear, concise terms. This means articulating the exact market,
demands and needs the business will service. Make claims with supporting data and create easyto-follow assertions. Support the product definitions with facts that provide relevant comparisons
to relative items and create assertions based on logical arguments.
2.
Articulate the brand with a clear slogan, mission and definition. Determine the exact
marketing message on which your business sells customers. The marketing message of other
brand is high quality every person needs at low prices. The marketing message of the business
should equally reflect the target market and what the brand offering the public, as well as the
benefit to customers from purchasing the product.
3.
Establish goals for asserting the copy platform. Set goals for the copy platform with
specific targets, like a certain conversion rate or targeted lead generation. With a goal of a certain
percentage of closed sales in a conversion rate, objectives would be necessary to accomplish the
goal. Consider objectives the methods by which you reach the goal (such as hiring a copywriter
for the sales letter or optimizing the online sales letter with search engine keywords).
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4.1
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Testimonial: 97% of our loyal Love Your Body card members surveyed said that The Body
Shop Values are either important or very important to them as customers.
Specifications: We produce beauty and skincare products based on natural ingredients. Good
quality and services.
Product/Service/Technology Background: The Body Shop International is a global
manufacturer starts in 1976 in Brighton, on the south coast of England and retailer of naturally
inspired, ethically produced beauty and cosmetics products.
Integrate Brand Articulation
Identifier: Dame Anita Roddick
Slogan: The business of business should not just be about money, it should be about
responsibility. It should be about public good, not private greed.
Mission:
Our Mission Statement requires us to run our business in a way that balances
economic, social and environmental needs. As well as assessing ourselves against our Mission
Statement we also ask for comment from those outside the business with whom we share
common objectives. In order to make sure that our business continues to live by this Mission
Statement, The Body Shop created five core Values. These Values act as a practical guide to
decision making at all levels of the company, helping us to ensure that our profits are made with
principles which are: Against Animal Testing, Support Community Trade, Activate Self-esteem,
Defend Human Right, and Protect Our Planet.
General Product/Service Benefits: To help them look good, feel great and be confident enough
to reach out to others by using the products.
Market Competition: The Body Shop has a few competitors but mainly the focus is from two
different age demographics. One demographic includes those who shop at Olay and Nivea stores,
which are stores that target pre-teens to young adults under 25. These are the companies we are
trying to get our target audience out of as their product line is focus on skincare. They are also
major competitor in skin and body care market. Their competitive advantages are low price and
product innovation. The price range of these products is in the mid low price position which
will cause the audience will run to shop their products.
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The second demographic includes company that target young-adults 25- years and older. This
store consist of LOreal which its product line is broad. This company is a leader in market
position as their product line is broad and widely known. As the competitive advantages of this
company is rich experiences Globe brand so it will be a strong competitor to the The Body Shop
products.Furthermore, the price is slightly low than The Body Shop.
This was a brave and transparent process for The Body Shop to undertake. It stands alongside the
best of The Body Shop in its determination to maintain its leadership in keeping the company
truly reflective of its roots.
Target Audience: Todays model beauty is by age. For younger woman age from 20 to 35, needs
only a few beauty or skincare. They use it for basic beauty and skin care routine and limited
product repertoire. Different from older woman age from 35 to 65, their skins need to use antiageing products. They elaborate more beauty and skincare routine and extended product
repertoire. Because of this research we have produces beauty and skincare products through their
age class. Our target audience for young women is producing colour cosmetics as they beauty
and skin still youthful. For the middle age female group, we approach them with skin care
products, protection and to maintain youth. Last but not least, we also provide mens grooming
products such as shave cream, perfumes and deodorants.
Company Background
History: The Body Shop International is a global manufacturer and retailer of naturally inspired,
ethically produced beauty and cosmetics products. Dame Anita Roddick opened the very first
The Body Shop store in 1976 in Brighton, on the south coast of England. We now have over
2,550 stores in over 63 countries with a range of over 1,200 products. During 2008 we opened
124 new stores around the world, including new markets in India, Pakistan, Namibia, Poland,
Slovakia, Monaco and Egypt.
Patents: The Body Shop agreed a 652m sale to LOreal in 2006. Stock is increasing since sold
to LOreal Becomes part of the LOreal Empire. The Body Shop will remain an independent
outfit and continue to champion environmental and ethical causes.
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Core Businesses: The Body Shop is the original natural and ethical beauty brand. We are
passionate about living our Values and responding to the growing challenges of living in a
consumer society that is also in harmony with the planet. We have a unique opportunity to touch
the lives of millions of people every day and to help them look good, feel great and be confident
enough to reach out to others.
Affiliations: LOreal Empire
Associations: Greenpeace International, United Nations Environmental Programme, WWF,
Amnesty International, Board of the Roundtable for Sustainable Palm Oil, UNICEF and the
United Nations Secretary-Generals Study on Violence Against Children, the Breastcancer
Fund and MTV
Events: Since The Body Shop opened its first store in Brighton in 1976, we have been famous
for running cutting edge campaigns, raising awareness and catalyzing change on a number of
important social and environmental issues. Our campaigns are designed to inspire and inform
customers and reach out to key decision makers who can make a difference.
The Body Shop chooses to campaign on issues where we believe we can make a unique impact.
We have always been pioneers in speaking out about issues with low awareness and little media
coverage, to ensure that they are no longer ignored. This still continues because of the way we
operate and our belief that the company can be a force for good.
Contacts: www.thebodyshop.com
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5.0
intuitive but principles of psychological processing are gradually coming to light that further our
understanding of individual elements and how these work. The blend of executional elements
can help the ad capture our attention, as well as influence the way our minds process the
advertisement.
Visuals interact with words to influence what is on stage in our minds and to determine
what interpretation we give to those words. Setting words to music influences the mental
processes we use on words, in addition to making the ad more memorable.
Advertisers using humour or other attention-getting devices have to be careful of the
device stealing focus from other key elements of the ad and interfering with the registration of
the correct brand and message. Nevertheless, elements that capture attention are important
ingredients of ads. Sometimes they can be sufficiently novel, unique or outrageous that the ad
becomes a topic of conversation in the community and becomes performance-enhanced as it is
passed along, virus like, by word of mouth.
Liking for a brands advertising can be a featherespecially when everything else is
equal. While ads dont necessarily have to be liked if they are imparting valuable news about the
brand, nevertheless a brands advertising is an intrinsic part of the brand personality. If we like its
ads we have a greater chance of liking the brand. So, the more that things weigh equal, the more
important that liking of a brands advertising is. Even as a feather, it can tip the balance of brand
choice.
The effect of advertising is more often, therefore, not persuasion but reinforcement. That
is, it reinforces us in the decision we made to purchase the brand and increases the chance of our
buying it again. Last but not least, in the advertisement about Beauty Powered By Nature by
The Body Shop shows us that creativity in advertising is important to make their mission and
sales increase in only a short period of time.
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6.0
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