RADIO ADVERTISING

Radio has emerged as one of our major advertising media. It provides a very large coverage of audience in urban and rural areas. Now almost every family has a radio set in our country.

 Radio advertising in India was started in 1967 when a commercial service on Vividh Bharati‟ was started.

Commercial broadcasting is now undertaken by Delhi, Bombay, Madras, Calcutta, Poona, Nagpur and Bangalore stations etc. of All-India Radio.

Commercial broadcasting is a major source of income. Today, radio advertising is extremely popular with both trade and industry .

Radio advertising may be described as word of mouth advertising on a wide scale. The advertiser delivers the message orally and not visually. It makes appeal to the ear and not to the eye with the effect that the message is conveyed to the masses whether literate or illiterate.

 

Radio advertising is buying commercials to promote products or services. Advertisers pay commercial radio stations for airtime and, in exchange, the radio station broadcasts the advertiser’s commercial to its listening audience. 

There are various types of radio advertising .

https://www.themediaant.com/radio

Radio Live reads

A live read is when the radio personality/ DJ reads out your advert live on air. Listeners are already familiar with the radio personality’s voice and they are more likely to engage with the advert. Live reads also help their  brand stand out from the rest, shining a spotlight on the message.

Radio Sponsorships

This type of ad is for those that are looking for a subtle approach to their radio advertisement. You can choose to sponsor news, competitions, sports, traffic or any of the regular programming on that particular radio station

. Let’s look at some advantages of sponsored adverts:

·         Engagement

The main advantage with a sponsorship advert is the high engagement;.

·         Reach

Radio  advert will reach more listeners before they switch stations. But it isn’t often that people change stations, as most listeners tend to be loyal to a particular station.

Radio Jingles

A jingle is defined as a short song or slogan that's used mostly for advertising. It's a way to quickly call to mind a product, service, or company.

old ujala jingle

httchottu neelam making idea

The top jingles have an edge that sets them apart from the rest. You'll find funny jingles, sentimental jingles, and even full-blown songs, all aimed at making a new customer.

Consumers like and have fond memories of many jingles. Over a period of time, they can conjure up good memories that are then associated with the brand.

According to Ad Age, McDonald's spent $1.37 billion on advertising when "I'm Lovin' It" debuted. They released five commercials featuring the jingle and translated them into 11 different languages. The first appearance was in Munich, Germany, sparking debate about whether or not agency Heye & Partner were really the ones who wrote the tune. Regardless of the true origins, these ads jingles are as juicy as a delicious Big Mac.

McDonald ad

 https://www.youtube.com/watch?v=cawm0YCLzwo

https://www.youtube.com/watch?v=YOnd0qHjqoI

https://www.youtube.com/watch?v=Bss0y2IS8xQ

https://soundcloud.com/rajksongs/tamil-fm-radio-jingle-2014

https://www.youtube.com/watch?v=9K5HxvekZBc

Radio Testimonials(Recommendation)

There is something reassuring about hearing other people’s experiences with a particular product or service. Testimonial adverts are exactly that; people giving a real-life account of how they found your product or service. As humans, we feel more comfortable trying something new if someone else has tried it before. Using testimonial adverts makes the audience more receptive and adds credibility for the brand.

Personified Commercial

Like storytelling, you want the listener to create the whole picture in their minds, get their imagination working. Adding characters that are relatable helps them connect with the story and makes them want to find out what happens next, which means they will have to stay tuned in..

Straight Read

This type of radio advertisement usually focuses on the advantages of the brand that is advertising, important information such as how listeners can get in touch with you, address or email or phone details and is generally in a monologue format.

 

Merits of Radio Advertising Radio advertising 

1. It has a wide coverage. Even illiterate people are covered under this media. It can convey message even to small remote areas.

2. It is quite flexible as it can be used on a national or local level according to the need.

3. It gives message of the advertiser at the door of the prospects when they are in a respective mood.

4. It easily catches the attention of the people.

 5. Today radio advertising is a major source of income. 6. It claims the advantage of memorising value. In this connection, psychologists say that anything learnt through the ears is not easily forgotten.

 7. Radio advertising affords variety of programmes including entertainment on account of which the goodwill is developed. People buy the product advertised by radio because they enjoy the free show.

 Demerits or Limitations of Radio Advertising 

Radio advertising has the following disadvantages, demerits or limitations :

 1. The message given by radio advertising is short-lived.

2. It is costly and is beyond the reach of small and medium sized advertisers.

3. It only appeals to the sense of hearing and thus does not portray visually a picture of the package of the product.

 4. It is not suitable for all kinds of products, such as industrial goods which are not needed by the average radio listener. It is useful only for the goods of common use.

5. Radio advertisements are very brief and thus details cannot be elaborated.

6. Since there is a multiplicity of advertisements in a very short time, it is most likely that the listener may forget the name of the product.

 7. There is no possibility of demonstration in case of radio advertising. 8. It is a selective media of advertising.

https://www.youtube.com/watch?v=UAIi__D64Nk

 Radio Ad

Name:Colgate Dental Floss #2Campaign name:Floss, Don’t be awkward.Radio Time:30 SecondsExpiration Date:NoneSFX:Cleaning teeth with tongueMusic:NoneNancy:“walks inside an elevator wearing heels”(In a hurry)Andrew:“pretends to be clearing his throat”(loud)Nancy:……(completely silent)Andrew:How YOU doing? (Flirtatious)Nancy:……….(completely silent)Andrew: Oh I see, you’re the shy type. That’s alright though, I find (Very confident) that adorable. I’ll tell you how I’m doing first and then its your turn okay? Nancy:………(Completely silent)Andrew:Im feeling great, I just got back from the Gym. Nothing like a

https://www.youtube.com/watch?v=Tj5CsVBUWBw

https://www.youtube.com/watch?v=RrJPzDh-bPI 

Radio advertising making

fm radio tvl

ad making

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ADVERTISING APPEAL

 

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. 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.

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 are 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. These appeals are positive because they create awareness under which prospects are likely to attain happiness and the mental satisfaction of possession of materials.

 6. NEGATIVE APPEAL : Negative appeals are those which follow negative approach. They normally include feelings like jealousy, anger, pain and fear. negative appeals are ineffective. Sometimes negative appeals work very fast.

 

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UNIQUE SELLING PROPOSITION (USP)

UNIQUE SELLING PROPOSITION (USP)

Unique Selling Proposition (USP) is an offer an advertiser makes to his target customers which is unique in relation to competing offers and promises to deliver a certain distinctive benefit or satisfaction.

Unique selling proposition is a creative approach and style which was originated at the Ted Bates Advertising Agency in the early 1940s.

 Its originator, author and copy-writer was Rosser Reeves.  He developed this central idea of Unique Selling Proposition (USP). This concept has been adopted by many agencies all over the world. It is the combination of three words –

Unique, (ii) Selling, and (iii) Proposition.

 

In order to make the concept clear, the meaning of these three words is given below

(i)                 Unique : The word unique describes an attribute or feature which the product or brand only possesses or no claim of the attribute or feature is currently being made by any other competing brand.

(ii)              (ii) Selling : Selling refers to sales value. The claim whatever it is - must be strong enough, important enough, believable enough to convince consumers that it is absolutely in their interest to purchase the product or brand in question.

(iii)             (iii) Proposition : Proposition is a promise made by the advertiser that the product, if purchased, will satisfy the needs of the consumers. The proposition should be strong enough to move the mass millions, i.e., pull in new and old customers to your product or brand.

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VISUALISATION

  

Meaning : Visualisation is the process of seeing through one‟s mind,s eye about the construction of it. It is forming initially a mental picture of the idea that would appear in the Advertisement. Visualisation is a process of creating ideas about overall construction and contents of the advertisement i.e. the layout, the contents, the size of headlines, the colours etc.

 

VISUALISATION IS A MENTAL PROCESS.  

Visualisation means seeing in the mind‟s eye the form of the idea as it would appear in the advertisement‟. It is communicated to the prospects by way of an advertisement. Fundamentally, visualisation is the process of playing with different ideas.

 A visualiser must possess fertile mind so as to develop worthwhile ideas. Later, these ideas are transformed into effective advertising message.

Advertisement comprises of several component parts like headline, sub-headline, slogan, body-text, illustration etc. 

 Visualisation is the skill to determine which elements an advertisement should contain and also how they should be featured. Through a gradual process, a visualiser imagines how his advertisement will appear when it takes the final form. Visualisation is generally undertaken by copywriters and art directors.

Visulation helps in converting abstract ideas into concrete forms or shape of layout of an advertisement. Visulation thus, deals with language of vision which is also a very powerful means of communication of one‟s thoughts, emotions, feelings, ideas etc.

 However, it differs from layout because it is an abstract form whereas layout is a concrete physical arrangement of things in the advertisement. Visualisation precedes layout and layout is the result of visualisation.

PROCESS OF VISUALIZATION :

The process of visualisation is a team work of copy writers, artists, producers etc. who work together to develop ad copies not only for press media but even for Radio, TV. and other media. Because of the importance of visualisation in introducing creativity in ad copies, the process of visualisation has become a specialised profession of some people who offer expertised services in visualisation.

The visualiser may follow the following steps to conceptualise an idea for advertisement :

1. Study the product / service to be advertised i.e. its features, merits, uses, etc.

2. Study advertising objectives - the objective may be to influence the consumer or it may be to influence the dealers to stock the product or the objective may be to counter competitive advertising.

 3. Collect relevant information - about the product, competitors products, prospects and other relevant information.

4. Conceptualise ideas by adopting various techniques such as brain storming, juxtaposition and association, divergent thinking, etc., talking into account the relevant information.

 5. Analyse the ideas from various angles-as to how the prospect would view it and interpret it, how far it will be effective, what impact it will make and so on.

6. Select two or three version or ideas which requires further probing. The visualiser than passes on the ideas to the copywriter and the artist.

 

TECHNIQUES OF VISUALISATION :

The well-know techniques of visualisation are as follows :

1. Identifying or Pinning Down the Problem : The matter to be advertised must be in co-relation with the problem. Thus, the problem must be first clearly laid down so that the advertising copy can be accordingly prepared.

 2. Forming Pool of Observations Facts Collected and Information Gathered : Before preparing an advertising copy and its construction, the several types of information has to be collected. This collection should be properly arranged in sequence, so that the entire amount of information can be used when needed.

3. Generating Brain Waves : This involves thinking on the part of the copy-writer. In this process, the information collected is thought over and a tank of storage collection is formed in the mind.

 4. Brain Storming : It means group thinking and generating cross currents of ideas, thoughts and imagination. Group discussions are arranged in which exchange of thoughts takes place and ideas of each other are know.

 5. Mediation : Then follows the analysis and synthesis of the ideas. In this stage, the search for tranquillity and calmness of mind takes place, where a quiet churning of ideas after waves and storms would lead to the obtaining of vision.

6. Rough Layout : A sketch of a rough work out is prepared of final vision which is the preliminary stage of visualisation.

 6. Giving Final Shape : Copy, art work, layout design and illustrations are the products of final touches given to the vision that is the idea is given the final form. All these techniques of visualisation are time-tested

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DAGMAR MODEL and AIDA

DAGMAR model for arousing consumer interests was developed by Russen Colley in his study entitled “Defining Advertising Goals for Measured Advertising Results.” 

the following steps : 

1. Awareness : When the prospect is asked to mention the name of a brand of product, perhaps he is in a position to recollect the name of a specific brand only. 

2. Comprehension : The prospect is conscious about the main sales theme of a brand of product. When asked upon, he is able to associate a brand with the sales theme, which is already known to him. 

 3. Conviction : At the stage of conviction, the prospect is able to foresee how the benefits of the brand of goods will serve his need. He is convinced that if he purchases this brand of goods it would be a right decision.

 4. Motivation : Having been convinced, the prospect is motivated to buy a specific brand of goods. 

 DAGMAR model suggests that all consumers will not be at the same stage but they would be at different stages. DAGMAR model also illustrates the success of means of communication. After advertisements have been carried out, how people associate themselves with a specific brand of product. 

 AIDA is a functional formula devised by E.K. Strong. It is the acronym for Attention (A), Interest (I) Desire (D), and Action (A). 

 1. Attention : The main function of an advertisement is to attract attention of the consumers. It is because of this fact that the advertiser will use various devices like the use of attractive colour, headlines display and overall layout. 

2. Interest : An advertisement is designed to create interest for the goods or services of the advertiser, interest is closely related to attention.  A good advertisement starts with a point of interest to the reader and proceeds to a point of interest to the advertiser. Advertising aims at stimulating primary demands for a new product. It is used for existing product to bring a greater bit of the marketing share. It is also used to remind the consumers about their needs. A good advertisement should arouse interest of the prospects in the advertised product. 

3. Desire : A good advertisement should be able to create desire in the minds of the readers about the product. It is not enough for a good advertisement to attract attention create interest but also arouse desire in the heart of the prospect to have the product. The advertiser should make use of proper appeals and selling points while creating desire for the product. Through the sales appeal that the advertiser creates a desire for the product. 

4. Action : This is an important stage where the advertiser can study the impact of his advertisement. If the advertisement has attracted attention, aroused interest, created desire, then the advertisement should appeal the prospect to act i.e., to come forward for making purchases. The advertiser should tell the prospect about the product, their main features, how they can be consumed and where they are available. For example, the prospect who wants to book new scooter should get such information in the advertisement as: place of display, place and date of booking. Every advertisement normally carries such basic information to guide the prospective buyers. 

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CREATIVITY IN ADVERTISING – ILLUSTRATION-LAYOUTS:

 1.       ILLUSTRATION

An illustration is a picture, photograph or drawing that is used in the advertisement to convey visually the idea or message of the advertisement.

A good illustration must support and compliment the copy theme having harmony colour combination, simple to convey the ad message, suggestive in design and construction, creating a lasting impression, matching with the lifestyle of the target consumer, matching with the headline. A layout is a sketched plan of a proposed advertisement.

 Meaning :

An illustration is a picture, photograph or drawing that is used in the advertisement to convey visually the idea or message of the advertisement. An advertisement effectiveness and emphasis can determined by the presence or absence of a picture. We can overtake the  inadequacy of language by using  an illustration.

Essentials of a good illustration :

1.       It must support the copy theme .

2.       It must be “faithful reproduction” of the advertised product.

3.       The use of colour combination  influences the emotional behaviour of individuals.

4.       It must be simple enough to convey the ad message clearly, easily and quickly.

5.       It must match with the headline of an ad and convey the same message to the reader.

6.       It must be original, unusual, and unique in design and presentation in an ad.

7.       Multiple illustrations must be used with a purpose in an orderly manner.

8.       Finally, illustrations must occupy and enjoy a dominant place in outdoor ads like posters, or, billboards.

FUNCTIONS OF ILLUSTRATION :

1. Quick Attention : Illustration helps consumers to quickly understand the message and motivates them to buy the product. Therefore, illustration must capture the attention of the readers.

2. Demonstrate the Product : Illustration shows the product and its features at a glance. Illustration indicates use of the product and how it works.

3. Creates Right Atmosphere : Illustration creates the right atmosphere by using rainfall, river and forest with the picture of the product.

4. Communicate Message : Illustration can carry the advertising message quickly

5. Support to Copy : Illustration carry message instantly and support the message given in the copy.

6. Symbolize the Quality : The visuals used in the advertisement indicates power, speed, value, strength, etc. e.g. MRF Tyres.

 7. Dramatise the Advertisement : Illustration dramatizes - story of the product. Illustration supports the headline of the advertisement by pointing out the details of the product.

8. Provides Technical Details : Many consumers buying consumer durable products are interested to know the technical details of the product. Advertisements of computers, washing machines, refrigerators and cell phones gives many technical details of the product through picture of the product.

 9. Lasting Impact : Illustration can make lasting impact on the mind of the consumers. Seeing is more convincing than being told. Pictures represent reality.

10. Fights Illiteracy : In a country like our where a large number of people are illiterate, picture of a soap immediately communicates to all what the advertisement is about.

TYPES OF ILLUSTRATIONS

There are various methods by which an illustration can be prepared. They are :

1.       Product Alone : In this type, major portion of illustration is covered by the product for e.g. advertisement that show Colgate tooth paste. The purpose is to give more importance to the product and to create image in the minds of prospects.

2.       Product in a Setting : In this type, the product is presented along with a background which is  favourable to it .

3.        Product in Use or Action : In this type, model may  be shown using the product  e.g. A car company shows a person driving a car of a particular brand.

4.       Result of a Products Use : In this type, the after effect of the product may be shown. For e.g. an advertisement of a furniture. It will show the space available, various as shelves etc.

5.       Dramatisation of a Headline : In this type, the illustration supports the head line i.e. whatever is given in the headlines is shown in action in the illustrations are combined, the effect is that the interest and attention of the reader is attracted.

6.        Dramatisation of a Situation : In this type, the illustration presents a situation in which a customer will be if he uses the product or if he does not use a product.

7.       Magnifying Details : In this type, the important features or minute features are explained in details. It is used to embassies specific advantages.

8.       Symbolic Illustrations : This illustration shows a reorganised symbol along with an idea, and the advertiser using a symbol may hope to identify this product with what the symbol stands for in the mind of the reader.

 

2. LAYOUT Meaning :

A layout is a sketched plan of a proposed advertisement. It includes the headline, rough illustration and copy which serves as plan for the advertisement.

 Layout is a working sketched plan showing the size, positions and colour weight values of the different elements that make up the complete advertisement.

 Layout, thus refers to the total exposure of an advertisement. Layout is important in an advertising plan. It enables the advertiser to visualize how the complete advertisement will look when published. It also gives the printer the location of each unit in the advertisement.

Layout is usually prepared to seek approval of the client and to see approval of the client and to see the overall impact.

 

FEATURES OF A GOOD LAYOUT :

Main features of good layout are: Balance, Movement, Gaze motion, Structural motion, Proportion, Wide space, Unity, Clarity, Simplicity, Emphasis etc.

Following are the main features of good layout:

1. Balance : Balance in layout means achieving a proper distribution of weight through the arrangement of the elements. Balance should be maintained in size, colour shape and density of elements. There are two kinds of balance; formal and informal. Formal balancing means placing of identical or similar items on both the sides of optical centre. Informal balancing means spreading of elements at different places in the advertisement or have large illustration which cover a major portion from the optical centre.

 2. Movement : There should be mobility in the advertisement. It provides a visual type of flow and sequence. It is more used in case of items which are mobile in nature e.g. An advertisement of an automobile should have illustration which shows mobility in it. Movement guides the render‟s eye from one element to another and makes sure that he does not miss anything. Movement should start from the left hand top corner of the advertisement to the right hand bottom corner.

3. Gaze Motion : It is the direction of movements of the reader‟s eye. The element of advertisement should be placed in such a manner that there is an easy flow in the movement of eyes of the reader. An illustration showing a person walking in a particular direction on will cause the render to look in that direction.

4. Structural Motion : A good layout should. Utilize lines, arrows, signs which will indicate or point out to the important elements of the advertisement.

5. Proportion : It involves appropriate division of the space between the various elements like the headline, illustration, subheads, copy etc. In a headline oriented advertisement, headline should be given major space and in an illustration oriented advertisement, illustration will dominate the space.

6. Wide Space : Wide space is the area not occupied by copy. Effective use of wide space helps to establish a sense of proportion. Wide space helps in reducing a crowdy appearance and brings prestige and luxury in an advertisement.

7. Unity : There should be unity between the elements i.e. there should be proper correlation between the headline and copy or illustration and copy. Unity is also achieved when the elements appears as component part or a single unit.

 8. Clarity : It implies that the various elements should be arranged in such a manner that the message is understood clearly. The layout should not be too complicated and tricky but must be easy to read and understand. The type, size, design should be selected for easy reading.

 9. Simplicity : It implies that too many elements in an advertisement should be avoided. Those elements. Which can be dropped without destroying the message should be dropped. The simplier the Layout, the clearer the message.

10. Emphasis : It implies that the important elements should be given much emphasis. Emphasis must be brought about by placing the most important feature at or near the optical centre. There should be emphasis on the various selling points and the purpose of advertising depending upon the requirements. Layout should emphasis on education, information and persuasion.

 

TYPES OF  LAYOUTS:

1. Standard Layout : It consists of a dominant illustration, headline, body copy and signature, generally in that order. It is highly popular in the field of advertising.

 2. Editorial Layout : The advertisement resembles editorial matter or press reports in a publication. Main emphasis is on body copy. Words dominate the advertisement and illustration may be missing or given less importance.

3. Poster Layout : Total stress is on the visual. Copy is very short and illustration provides details e.g., advertisements of soft drinks and chocolates.

 4. Cartoon Layout : Cartoon type illustrations and matching copy is used to attract attention e.g., advertisement of Amul butter and Tortoise coil.

5. Comic-Strip Layout : The layout follows the pattern of the comic strip by telling a story with the use of sequence of drawings.

6. Picture Caption Layout : Pictures and captions are used to explain different aspects of the product or services e.g., advertisement of automobile .

7. Picture-Cluster Layout : The layout performs the same function as in the case of picture-caption layout. Captions are not used. Cluster of several vertical and horizontal rectangles are used.

PROCESS OF LAYOUT :

The final layout is the outcome of several stages. The various stages are as follows:

1. Thumbnail Sketch or Thought Sketch: The first stage is the thought sketch or thumbnail sketch. These sketches provide a quick and convenient way to get different design ideas. At first the headline and illustration are roughly prepared. The location of logo and body copy is indicated. The artist may prepare several thumbnail sketches before arriving at one that holds promise for further development.

2. Roughs Layout : The second stage is the rough layout, which is a refinement of the Thumbnail/ thought sketch. Some artists prefer the start with a rough layout, by passing the thumbnail sketch stage. One or more rough layouts may be prepared. In this case headlines, slogan and illustrations are roughly drawn.

3. Finished Layout : When a final rough layout is selected, then it is transformed into a finished layout. This layout is much more detailed and carefully drawn than the rough layout. The illustration is more or less finalised. Headlines are carefully executed, and body copy is neatly ruled in the lines and blocks of copy of varying lengths to indicate intention and paragraphs. This layout is normally shown to the client for approval.

 4. Comprehensive Layout : Sometimes, the artist may prepare a comprehensive layout. It is more complete in respect of art work, headline and slogan. Some times such layout look more beautiful than the final ad. Comprehensive layouts may be prepared to give the client a clear idea about the final ad.

5. Working or Mechanical Layout : Really speaking these are not actually layouts. These are blueprints for production. The working layouts indicate the exact placement of all the elements in the ad specifies typeface and size and includes relevant instruction for the typographer and engraver. The final ad is prepared from the working layout.

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