©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part

©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

111

Executing the CreativeExecuting the Creative

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Executing the Creative: Perspective

Executing the Creative: Perspective

• It’s the creative principles that mattero Good writingo Effective visuals

• The world in which ads exist has changedo Media and technologyo Economic environmento Social environment


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The Creative Team and the Creative Brief

The Creative Team and the Creative Brief

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CopywriterCopywriter Art DirectorArt Director

Creative TeamCreative Team

Creative BriefCreative Brief

Media /Account Media /Account

PlannerPlanner


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Copywriters and Art Directors

Copywriters and Art Directors

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Copywriting Copywriting

is the process is the process

ofof

expressing theexpressing the

value andvalue and

benefits a benefits a

brandbrand

has to offer.has to offer.

A Creative

Brief is the guide

used in the

copywriting

process

that specifies

the message

elements of

advertising copy.


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Copywriting for Print Ads: The Headline

Copywriting for Print Ads: The HeadlinePurposes:• Get attention

• Gives news about the brand

• Emphasizes brand claims

• Gives advice to the reader

• Selects targeted prospects

• Stimulates curiosity

• Establishes tone and emotion

• Identifies the brand115


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Copywriting for Print Ads:Subhead:Appears above or below Headline

Copywriting for Print Ads:Subhead:Appears above or below Headline• Reinforce the headline

• Include important information and communicated in the headline

• Communicate key selling points or information quickly

• Stimulate more complete reading of the whole ad

• The longer the body copy, the more appropriate is the use of subheads

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117

Copywriting for Print Ads:The Body Copy

Copywriting for Print Ads:The Body CopyTechniques• Straight-line copy• Dialogue• Testimonial • Narrative• Direct response copy

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Copywriting for Print Ads:The Body Copy

Copywriting for Print Ads:The Body CopyGuidelines• Use present

tense

• Use singular nouns and verbs

• Use active verbs

• Use familiar words and phrases

• Vary sentence and paragraph length

• Involve the reader

• Provide support for the unbelievable

• Avoid clichés and superlatives

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119

Copywriting for BroadcastAdvertising

Copywriting for BroadcastAdvertising• Different opportunities due to

sight and sound• Inherent limitations…

o Broadcast ads offer a fleeting message

o Broadcast employs more sensory devices

which can ad or detract from consumers’

understanding of the message

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1110

Writing Radio Copy

Writing Radio Copy

• Radio listeners are not active.

• Radio has been called “verbal wallpaper”

• Radio can be the “theater of the mind”

• Formats:o Musico Dialogo Announcemento Celebrity announcer

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1111

Writing Radio Copy

Writing Radio CopyGuidelines• Get attention/get to

the point!

• Use common familiar language

• Use short words and sentences

• Stimulate the imagination

• Repeat the brand name

• Stress the main selling points

• Use sound and music carefully

• Tailor the copy to the time, place, and specific audience

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WWriting Copy for Television/Videoriting Copy for Television/Video

WWriting Copy for Television/Videoriting Copy for Television/Video• Can create a mood• Opportunity to demonstrate with

action• Words should not stand alone—

use visuals/special effects• Precisely coordinate audio/visual• Storyboard is the roadmap

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1113

Writing Television Copy

Writing Television CopyGuidelines• Use the video

• Support the video

• Coordinate the audio with the video

• Entertain but sell the brand

• Be flexible

• Use copy judiciously

• Reflect the brand’s personality and image

• Build campaigns

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1114

Copywriting for Digital/Interactive Media

Copywriting for Digital/Interactive Media• Hybrid of print and broadcast copy• “Audience” has different meaning

in digital

o More incentive to read

o Much of the copy is direct response

o Audience may “interact” with ad

o Print and broadcast recommendations for

copywriting apply to digital

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1115

Copywriting Approaches to Copywriting Approaches to Digital/Interactive AdvertisingDigital/Interactive Advertising

• Long-copy landing page

• Short-copy landing page

• Long-copy email

• Teaser email copy

• Pop-up/pop-under copy

• Social media copy


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Slogans/Taglines

Slogans/Taglines• Short phrases used to…

o Increase memorabilityo Help establish an image, identity or position

for a brand or organization

• Good slogans can…o Be an integral part of brand’s imageo Act as shorthand identification for the brando Provide information about the brand’s

benefits

1116


1117

Common Mistakes in Copywriting

Common Mistakes in Copywriting

• Vagueness

• Wordiness

• Triteness

• Bad taste– Attention getting, but simple minded

• Laundry lists of features

• Creativity for creativity’s sake

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1118

Copy Approval Process

Copy Approval Process

1118


1119

Art Direction

Art Direction The Evolution from Words to Pictures• Improved technology for better illustration

• Digital media allow frequent rotation of visuals

• Brand values communicated better with visuals

• Visuals can be protected legally

• Visuals are more globally portable than words across cultures

• Visuals allow placing the brand in a social context

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1120

Illustration

IllustrationDefinition• The actual drawing, painting, photography, or

computer-generated art in the ad.

Purposes:• Attract attention of the target audience

• Make the brand heroic

• Communicate brand features or benefits

• Create a mood, feeling or image

• Stimulate reading of the body copy

• Create a desire social context for the brand

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1121

Illustration Components

Illustration Components

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Illustration Formats

Illustration FormatsHow the brand will appear as part of

the illustration

• Formats include:o Emphasizing the social context or

meaning of the producto More abstract formats

• Must be consistent with the copy/creative strategy

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1123

Design

Design

(and plan behind the structure) for the aesthetic and stylistic aspects of a print/digital advertisement.

1123

Is the Structure ….Is the Structure ….


1124

Principles of Design


1124

Balance (Formal):Balance (Formal): Symmetrical Symmetrical presentation of elementspresentation of elementsBalance (Formal):Balance (Formal): Symmetrical Symmetrical presentation of elementspresentation of elements


1125

FFormal balance can create a very ormal balance can create a very

orderly look and feel.orderly look and feel.

FFormal balance can create a very ormal balance can create a very

orderly look and feel.orderly look and feel.

© M

INI,

A D

ivis

ion

of B

MW

of N

orth

Am

eric

a, L

LC


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1126

Balance (Informal): Asymmetrical weighing of non-similar shapesBalance (Informal): Asymmetrical weighing of non-similar shapes


1127

IInformal balance can create desired eye nformal balance can create desired eye

movement through an ad.movement through an ad.

IInformal balance can create desired eye nformal balance can create desired eye

movement through an ad.movement through an ad.

Cou

rtes

y, F

irst B

ase

Imag

ing,

Lon

don


1128



1128

ProportionProportion


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1129

OrderOrder


1130



1130

UnityUnity


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1131

EmphasisEmphasis


1132

Layout

Layout

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ThumbnailsThumbnails

Rough Rough LayoutLayout

ComprehensiveComprehensive


1133

Typography: Typeface and type size

Typography: Typeface and type size

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1134

Art Direction and Production in Digital/Interactive Media

Art Direction and Production in Digital/Interactive Media• Cyberspace is its own medium

• The audience is not passive

• At present, it is closer to print than TVo Streaming and RSS are improvements

• Revision can be nearly instantaneous

• Persuasive content versus entertainment is a challenge

• Consumer generated content (CGC) is making its way into cyberspace

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1135

Art Direction and Production in Radio

Art Direction and Production in Radio• Highlights the role of the copywriter

• Other members of creative typically not involved—more tech people involved

• Process begins with soliciting bids

• Next step is casting talent

– Announcer

– Music talent

• Final prep and production = sound studio

– Fact sheet ad

– Live script ad

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1136

Art Direction in Television Advertising

Art Direction in Television Advertising• TV has changed the face of

advertising• TV is about moving visuals• It can leave impressions, set moods,

tell stories• It can get consumers to notice the

brand • TV production is complex, with many

people and requires tremendous organizational skills

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1137

The Creative Team in Television Advertising

The Creative Team in Television AdvertisingAgency Participants:

• Creative Director (CD)

• Art Director (AD)

• Copywriter

• Account Executive (AE)

• Producer

Production CompanyParticipants:

•Director

•Producer

•Production Manager

•Camera Department

•Art Department

•Editors

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1138

Creative Guidelines for Television Advertising

Creative Guidelines for Television Advertising• Use an attention-getting/relevant

opening• Emphasize the visual• Coordinate the audio with the

visual• Persuade as well as entertain• Show the brand

–Typical national commercial costs $100,000 to $500,000

1138

Documents

©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part