Part 3 Practice: Developing Breakthrough Ideas in the Digital Age Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall

 What are the basic word, language, and writing skills that distinguish brand communication?  How is advertising copy written?  Which copy elements are essential to print media pieces?  How can we characterize the design and tools of radio messages?  What are the major elements of television writing?  How do writers design Internet messages? Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall

 David Olgivy’s Advice to Copywriters

Advertising  In almost all situations, advertising has to win its audience.  Every word counts because both space and time are expensive.  Ad copy is usually written in a conversational style using real people language. Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall

 The person who shapes and sculpts the words in marketing communication.  Many have a background in English or literature.  They love words, have a sense of “voice” and tone, and are versatile. Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall

Tone of voice  Write to the target audience, as if in conversation with one person. Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall

 Grammar and adese  Sometimes writers use incorrect grammar for effect.  Avoid clichés, superlatives, stock phrases, and vague generalities.  Avoid “brag and boast” copy. It is “we” focused and pompous. For more advertising clichés, go online at: cliches.asp cliches.asp Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall

 Display copy ◦ All elements readers see in their initial scanning ◦ Includes headlines, subheads, call-outs, taglines, and slogans  Body copy ◦ All elements designed to be read and absorbed ◦ Includes ad message text, captions, call to action Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall

Common tools in the print writer’s tool kit: 1. The headline 2. Overlines and underlines 3. Body copy 4. Subheads 5. Call-outs 6. Captions 7. Taglines 8. Call to action Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall

 The headline must: ◦ Target: attract only prospects ◦ Stop and grab: work with the visual to stop and grab readers’ attention ◦ Identify: identify the product and brand; start the sale ◦ Change scanning to reading: lead readers into body copy  Good headlines interrupt readers’ scanning and get their attention. Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall

Direct action headlines These are straightforward and informative. Common types of direct action headlines: ◦ Assertion ◦ Command ◦ How-to heads ◦ News announcements Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall

13 Benefit Headline

 Indirect action headlines Better at drawing the reader in and building a brand image.  Common types of indirect action headlines: ◦ Puzzles ◦ Associations ◦ Known as “Blind headlines” Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall

 Puzzles  Associations Indirect Headlines

 Captions ◦ Second highest readership ◦ Provide information  Subheads ◦ Lead reader into copy ◦ Larger than body copy  Taglines ◦ Short, catchy, memorable phrases ◦ Used to wrap up a creative idea  Slogans ◦ Repeated from ad to ad ◦ Used to reinforce brand identity Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall

Caption

Caption

Chapter 12: Copywriting26 Caption Doubles as Headline

Call-outs

Subheadings  Organizational headings  Overline ◦ Above headline  Underline ◦ After headline  Smaller than headline but larger than copy

Chapter 12: Copywriting36 Subheadings: Overline

Subheading: Underline

 slogan-quiz slogan-quiz  school/story.php?title=slogan-quiz school/story.php?title=slogan-quiz Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall

 /2011/07/the-science-of-slogans-the-best- and-worst-ad-campaigns-of-all- time/242591/#slide17 /2011/07/the-science-of-slogans-the-best- and-worst-ad-campaigns-of-all- time/242591/#slide17  best-advertising-slogans-modern-brands/ best-advertising-slogans-modern-brands/

Ad Age Advertising Century: Top 10 Slogans of the Century Diamonds are forever (DeBeers) Just do it (Nike) The pause that refreshes (Coca-Cola) Tastes great, less filling (Miller Lite) Where's the beef? (Wendy's) We try harder (Avis) Good to the last drop (Maxwell House) Breakfast of champions (Wheaties) Does she... or doesn't she? (Clairol) When it rains it pours (Morton Salt)

Body copy Its primary role is to maintain reader interest.  Body copy also: ◦ Develops the sales message ◦ States the argument ◦ Summarizes the proof ◦ Provides explanation  Body copy is the persuasive heart of the message. Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall

Nike’s “Let me Play” campaign, featured in Ch. 9’s “A Matter of Principle,” reflected its strategy of talking to women about sports in a way that reflects their attitudes and feelings. Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall

Writing styles  Straightforward: Factual, from an anonymous source.  Narrative: Tells a story in the first or third person.  Dialogue: Lets the reader “listen in.”  Explanation: Explains how something works.  Translation: Translates technical language. Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall

Writing Style: Straightforward

Writing Style: Narrative 1 st Person (I or We)

Narrative 1 st (Me) and 2 nd Person (You)

Narrative 3 rd (Him) and 1 st (We) Person

Writing Style: Dialogue (More suited for broadcast)  Slice of Life

Writing Style: Explanation

Explanation  OH8&NR=1 OH8&NR=1  ZIAU&feature=related ZIAU&feature=related

Writing Style: Technical

The lead paragraph  First paragraph of body copy  Catches the reader’s attention The closing paragraph  Last paragraph of body copy  Refers back to creative concept  Wraps up the Big Idea  Usually includes “call to action” Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall

 The contact or signature of an ad may appear anywhere in the ad although it is usually near the bottom. It consists of one or more of:  Logo  Advertiser Name  Address  Phone Number  Map or Driving Directions  Web Site Address  Social media icons

Newspapers Considered a less intrusive medium. Copy is more straightforward and informative. Magazines Offer better quality of ad production. Ads can be more informative, with longer copy. Directories Ads focus on service or store personality. There is little space for explanation. Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall

Posters and outdoor advertising These are primarily a visual medium. An effective creative concept marries words and visual. Collateral materials Used in support of advertising campaigns. Provides details of a product, company or event. Product literature Detailed copy about a product, company, or event. It is more informative with longer copy. Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall

These posters for Coffee Rush told newcomers that Coffee Rush sold more than just “a cup of joe.” The copy had to be simple to be read by people in a car.

Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall

 Ads run short: 10, 15, 30, or 60 seconds.  Must be simple enough for consumers to grasp, yet intriguing enough to prevent switching.  Creativity is key to creating clutter-busting ads to breaking through the surrounding noise.  Theater of the mind is radio’s special advantage. Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall

Voice  The most important element in radio advertising.  It uses an announcer or character. Music  Used behind dialogue to establish mood and setting.  Jingles are catchy and “hummable.”  Sound effects (sfx)  Grabs attention and makes the ad memorable. Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall

 Keep it personal.  Speak to listener’s interests.  Wake up the inattentive.  Make it memorable.  Include call to action.  Create image transfer. Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall

 The script contains the words, dialogue, lyrics, sound effects, instructions, and descriptions to help the producer create the commercial as the copywriter imagined.  Sources of audio are on the left.  Words, dialogue, description of sound effects and music are on the right. Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall

66 BellSouth “Landscaping” Script

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68

The Radio Advertising Bureau The RAB is the sales and marketing arm of the radio industry.

 nners.cfm nners.cfm

Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall

 Moving images make TV more engaging than print.  The challenge is to fuse the images with the words to tell a story.  In great television commercials, words and pictures work together seamlessly to deliver the creative concept through sight, sound, and motion. Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall

A few of the techniques used in television advertising:  Action  Demonstration  Storytelling  Emotion Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall

Storytelling  mmE mmE  This ad does a good job getting its message across with visuals, music, sound effects and very little copy 13-74

 The copywriter must describe the setting, casting, costumes, and props in the script.  Talent People can be cast as: ◦ Announcers ◦ Spokespersons ◦ Character types ◦ Celebrities Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall

Copywriters must plan:  The length of the commercial  Shots to appear in each scene  Where and how to shoot the commercial  Number of shots  Key frames Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall

 Scenes: segments of action that occur in one location.  Key frame: The shot that sticks in the mind.  Copywriters must ask: ◦ How much product information should be included? ◦ Should the action be fast or slow? ◦ How much controversy or intrusiveness is right? Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall

13-84 Doritos: Checkout Girl :30 Seconds Video INTERIOR GROCERY STORE AT CHECK OUT REGISTER A REGULAR GUY CUSTOMER at the check out register buys bags and bags of Doritos. The odd, off-beat Checkout Girl asks in a monotone voice: Action starts mellow, then builds. She scans the first bag of Doritos She scans another bag. He smiles, thinks she’s kind of nuts. She scans another. She composes herself. He’s weirdly turned on now. She scans another. Flirting, he growls back to her. Now she’s super frisky! Scans another!!!! CUT TO: EXPLODING DORITOS BAG! CUT BACK TO: INTERIOR GROCERY STORE AT CHECKOUT REGISTER Sound of MICROPHONE FEEDBACK as the Checkout Girl grabs the microphone at the register. She looks like she’s been through the ringer.- Doritos: Checkout Girl :30 Seconds Audio CHECKOUT GIRL: Paper or plastic? GUY: Paper’s fine CHECKOUT GIRL: I like these CHECKOUT GIRL (CONT’D): Oh, Nacho cheese. (chest bang) Old school. CHECKOUT GIRL (CONT’D): Fiery Habanero. (passionately yells) Yeah! Those are hot! CHECKOUT GIRL (CONT’D): Oh, Salsa Verrrrrrde. Arrgh! (tiger sound) GUY: Arrrrrrrrrr. CHECKOUT GIRL: Blazin’ Buffalo and Ranch!! Giddy up! SFX: MICROPHONE FEEDBACK CHECKOUT GIRL I’m gonna need a clean up on register six. SFX: She chomps into a Doritos chip—crunch. YouTube - Check Out Girl

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Photoboard

87  The “key visual” is the one frame that tells the story  Watch the ad and determine which is the key visual  YouTube - DOGCOM YouTube - DOGCOM

 ws0&feature=related ws0&feature=related  ewY2cyV64 ewY2cyV64  Big Idea?  Continuity devices?  Use of music  Signature