Introduction advertising unit Structure

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13.11 QUESTIONS
1. What is Consumer Psychology? Explain the main factors 
Influencing Consumer Psychology. 
2. What are Buying Motives and Selling Points? 
3. What is Visualisation? Explain the process of Visualisation. 
4. What are the techniques of Visualisation? Explain them in brief. 
5. What is Copy? What are the essentials of a good copy. 
6. What are the different types of Copy? 
7. What are the main elements of Copy? 
8. What is the Headline? Explain its functions. 
9. What are the essential of a good copy? 
10. Explain the different forms of Headlines 
11. What is Slogan? What are the characteristic of a good slogan? 
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14 
 
 
CREATIVITY IN ADVERTISING - II 
 
Unit Structure : 
 
14.0 Objectives of the lesson 
14.1 Introduction 
14.2 Illustration 
14.3 Layout 
14.4 Summary 
14.5 Questions 
14.0 OBJECTIVES OF THE LESSON
After completion of this lesson the student will be able to 
understand : 
Essentials of a good illustration 
Functions and Types of Illustration 
Features of a Good Layout 
Types of Layout Process of Layout 
14.1 INTRODUCTION
Illustration is world of pictures. People have become visual 
minded. People like to see more than to read or may even to hear. 
Therefore, there is a good need for illustrations or pictures in the 
advertisements.
14.2 ILLUSTRATION 
14.2.1 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 illustration, therefore, means a picture used in an 
advertisement to tell the prospects the message of an 

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advertisement. The presence or absence of a picture in an 
advertisement can cause marked difference in its effectiveness. 
With the help of illustration over-emphasis in the subject matter can 
be avoided and display appeal can be made clear and direct. The 
inadequacy of language is compensated for the use of an 
illustration.