How Do We Create Great Advertising?

Keep It Simple, Stupid (KISS)

Simple. Simple. Simple. Keep it Simple, Stupid

Simple visual idea

Simple visual and verbal idea

Attention Instant Communication Memory Demonstration Brand Reminder Distinction Words and Pictures To Use Visuals Effectively, Advertisers Must Focus on Six Key Points:

simple concept

imaginative

Use appeals relating it to the audience

Advertising Appeals Ethical AppealEthical Appeal Persuasion based on ethos or something a "good person" says. Testimonials.

ethical appeal

Advertising Appeals Logical AppealLogical Appeal Persuasion based on facts; product fills a logical, practical need. Appeals to intellectual and analytical processes of the consumer. Persuasion based on facts; product fills a logical, practical need. Appeals to intellectual and analytical processes of the consumer.

logical appeal

Advertising Appeals Emotional AppealEmotional Appeal Persuasion based on non-logical, non- intellectual aspects of viewer's personality. Appeals to feelings rather than reason. Persuasion based on non-logical, non- intellectual aspects of viewer's personality. Appeals to feelings rather than reason. Self-preservation (strongest motivator of human behavior), Lifestyle, Power, Prestige, Good taste, Status/Class, Patriotism, Security, Fear, Humor, Sex, etc.

Use of Emotion

emotion

Sex appeal

sex appeal

emotional appeal: humor

emotional appeal: sex/humor

You are Not Selling the Product; You are Selling the Benefits of the Product

What benefits does this ad sell?

product benefit

Creative Advertising Advertising must have:Advertising must have: –Relevance – ideas have to mean something important to the audience. –Originality – one of a kind ideas that only one person thinks of. –Impact – a commercial with impact has the stopping power that comes from an intriguing idea, something you have never thought about before.

The HeadlineThe Headline The SubheadThe Subhead Body CopyBody Copy Contact info/ Tag line/sloganContact info/ Tag line/slogan Structure of a print Advertisement

The headline is part of the visual to attract interest.The headline is part of the visual to attract interest. The subhead gives the benefit and transitions from headline to copy.The subhead gives the benefit and transitions from headline to copy. The copy gives the details.The copy gives the details. Structure of an Advertisement

–Contrast –Balance –Color –White Space Basic Design Principles

Ad with Good Contrast

A balanced layout

Unbalanced layout Unbalanced layout

Color in Design

Good Use of White Space

Television Commercials Scripts and Storyboards

Animated Storyboard

Ad from the storyboard

Radio Commercials :15; :30; :45; 1:00 underwriting

Internet Commercials 1 – 5 minutes (long form)

Keep It Simple, Stupid (KISS)