©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 Executing the Creative 11 1 ©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.

11 2 Executing the Creative: Perspective It’s the creative principles that matter o Good writing o Effective visuals The world in which ads exist has changed o Media and technology o Economic environment o Social environment

©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 The Creative Team and the Creative Brief 11 3 Creative Brief

©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 Copywriters and Art Directors 11 4 Copywriting is the process of expressing the value and benefits a brand has to offer. A Creative Brief is the guide used in the copywriting process that specifies the message elements of advertising copy.

©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 Copywriting for Print Ads: The Headline Purposes: 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 brand 11 5

©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 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 11 6

©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 Copywriting for Print Ads: The Body Copy Techniques Straight-line copy Dialogue Testimonial Narrative Direct response copy 11 7

©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 Copywriting for Print Ads: The Body Copy Guidelines 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 11 8

©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 Copywriting for Broadcast Advertising 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 11 9

©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 Writing Radio Copy Radio listeners are not active. Radio has been called “verbal wallpaper” Radio can be the “theater of the mind” Formats: o Music o Dialog o Announcement o Celebrity announcer 11 10

©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. 11 Writing Radio Copy Guidelines 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 11

©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. Writing 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 11 12

©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 Writing Television Copy Guidelines 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 11 13

©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 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 11 14

©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 Copywriting Approaches to Digital/Interactive Advertising Long-copy landing page Short-copy landing page Long-copy Teaser copy Pop-up/pop-under copy Social media copy

©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 Slogans/Taglines Short phrases used to… o Increase memorability o Help establish an image, identity or position for a brand or organization Good slogans can… o Be an integral part of brand’s image o Act as shorthand identification for the brand o Provide information about the brand’s benefits 11 16

©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 Common Mistakes in Copywriting Vagueness Wordiness Triteness Bad taste –Attention getting, but simple minded Laundry lists of features Creativity for creativity’s sake 11 17

©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 Copy Approval Process 11 18

©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 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 11 19

©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 Illustration Definition 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 11 20

©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 Illustration Components 11 21

©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 Illustration Formats How the brand will appear as part of the illustration Formats include: o Emphasizing the social context or meaning of the product o More abstract formats Must be consistent with the copy/creative strategy 11 22

©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 Design (and plan behind the structure) for the aesthetic and stylistic aspects of a print/digital advertisement Is the Structure ….

©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 Principles of Design Balance (Formal): Symmetrical presentation of elements

©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 Formal balance can create a very orderly look and feel. © MINI, A Division of BMW of North America, LLC

©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 Principles of Design Balance (Informal): Asymmetrical weighing of non-similar shapes

©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 Informal balance can create desired eye movement through an ad. Courtesy, First Base Imaging, London

©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 Principles of Design Proportion

©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 Principles of Design Order

©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 Principles of Design Unity

©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 Principles of Design Emphasis

©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 Layout 11 32Thumbnails Rough Layout Comprehensive

©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 Typography: Typeface and type size 11 33

©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 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 TV o 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 11 34

©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 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 11 35

©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 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 11 36

©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 The Creative Team in Television Advertising Agency Participants: Creative Director (CD) Art Director (AD) Copywriter Account Executive (AE) Producer Production Company Participants: Director Producer Production Manager Camera Department Art Department Editors 11 37

©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 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,