ADPR: what to do & what not to do..?

Hi....

For all those aspiring to get into advertising. A few tips. I am not going to be asking you all to take a call on why you wish to do it, especially now that you all have actually a few days to the entrance now. So, lets concentrate on what to do now.

For AD & PR, ALL YOU GUYS NEED TO DO IS KEEP A FEW VITAL POINTS IN MIND, NAMELY:

1) Please understand that advertising is about story telling. Having said that it is not fantasy weaving. Please stay away from outlandish ideas, they dont penetrate to the end user or target audience. It is a beautiful and powerful communication tool, wherein one has 30 second to tell a story, which shall convey a need and aspiration for the product. Understand this, and you will not go wrong.

2) Understand that you are using words to explain a medium which is visual, so the actual execution will not have the freedom and luxury of words.

 

Write stuff that would translate immediately into ideas. So, basically write scenarios. No need to go descriptive. 30 seconds don't give u enough time to appreciate the scenery. just establish the scene. Go about it like this : for a 30 second commercial, visualise about 5 to 8 scenes. These scenes should be able to convey the story 80-90% without audio. That is how powerful your visual has to be. Now if each visual sentence conjures up such visuals, your job is done.

 

Write stuff which, if on mute, will arouse your interest to hear the audio. If you have reached thus far, GOOD :)

 

Now, check if after the entertainment and eye catching, the ad is actually able to convey the message, vis. "buy my product for reason x". Because end of the day thats what advertising is supposed to do. Write 10 such ads before exam, and you will surely get through the TV ad.

3) RADIO AD: Since we have no visuals here. Try the eavesdropping psychology. Write stuff that would induce you to eavesdrop or attune your ears to something. Theres loads of sermonising stuff being aired. Cut that sort of clutter.

 

Having said as much, understand that certain communications have to be straight and simple. Maslan an ad for AIDS or anything which has a varied target audience. All target audience will not have the same level of exposure and cultural understanding, and yet so it is important to achieve 100% percolation of the communication.

 

So keep it simple. Try to keep participants as realistic as possible. There are character sand stories that can be comprehended visually but not while hearing

4) REMEMBER the entrance is not guaging your advertising skills. That is something they will teach you once you are in. What they seek to ascertain is whether or not you have the inherent inclination and aptitude for the medium.

 

There are lots of people who enter the field thinking its glamourous and all. It would come naturally to you, if you enjoy the business.

5) There doesn't seem anything left to say....

 

Except ALL THE BEST :)

 

Contributed by:-  Sumati