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.

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

The Creative Team and the Creative Brief Copywriter Art Director Media /Account Planner Creative Team Creative Brief 11 11 3

Copywriters and Art Directors 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. 11 11 4

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 11 5

Here is a classic case of a headline offering the reader advice. © Courtesy 1-800-Collect

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 11 7

How does this ad follow all the guidelines for subheads? Created in house by Svetlana Electron Devices. Creative Director Jerri Batres; Photographer Jared Cassidy.

Copywriting for Print Ads: The Body Copy Techniques Straight-line copy Dialogue Testimonial Narrative Direct response copy 11 11 9

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 11 10

No headline, no subhead, no body copy—does this ad still work? © Manolo Moran

Copywriting for Broadcast Advertising Different opportunities due to sight and sound Inherent limitations… Broadcast ads offer a fleeting message Broadcast employs more sensory devices which can ad or detract from consumers’ understanding of the message 11 11 12

Writing Radio Copy Radio listeners are not active. Radio has been called “verbal wallpaper” Radio can be the “theater of the mind” Formats: Music Dialog Announcement Celebrity announcer 11 11 13

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 11 14

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

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 11 16

Copywriting for Digital/Interactive Media Hybrid of print and broadcast copy “Audience” has different meaning in digital More incentive to read Much of the copy is direct response Audience may “interact” with ad Print and broadcast recommendations for copywriting apply to digital 11 11 17

Copywriting Approaches to Digital/Interactive Advertising Long-copy landing page Short-copy landing page Long-copy email Teaser email copy Pop-up/pop-under copy Social media copy 11

Slogans/Taglines Short phrases used to… Good slogans can… Increase memorability Help establish an image, identity or position for a brand or organization Good slogans can… Be an integral part of brand’s image Act as shorthand identification for the brand Provide information about the brand’s benefits 11 11 19

Common Mistakes in Copywriting Vagueness Wordiness Triteness Bad taste Attention getting, but simple minded Laundry lists of features Creativity for creativity’s sake 11 11 20

Copy Approval Process Account Management Team Legal Department Account Planning Copywriter Product Manager, Brand Manager, Marketing Staff Senior Writer Creative Director Senior Executives 11 11 21

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 11 22

Illustration Definition Purposes: 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 11 23

Illustrations can place the brand in a social context. Courtesy Sketchers USA, Inc.

Illustration Components 11 11 25

Illustration Formats How the brand will appear as part of the illustration Formats include: Emphasizing the social context or meaning of the product More abstract formats Must be consistent with the copy/creative strategy 11 11 26

Design Is the Structure …. (and plan behind the structure) for the aesthetic and stylistic aspects of a print/digital advertisement. 11 11 27

Principles of Design Balance (Formal): Symmetrical presentation of elements 11 11 28

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

Principles of Design Balance (Informal): Asymmetrical weighing of non-similar shapes 11 11 30

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

Principles of Design Proportion 11 11 32

Principles of Design Order 11 11 33

Principles of Design Unity 11 11 34

Principles of Design Emphasis 11 11 35

Emphasis in an ad will lead the reader to focus on one layout element more than another. Courtesy of WestPoint Stevens, Inc. and Chillngworth\Reddng, inc.

Layout Thumbnails Rough Layout Comprehensive 11 11 37

Typography: Typeface and type size 11 11 38

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 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 11 39

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 11 40

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 11 41

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 11 42

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 11 11 43

Production Process for Television Advertising Preproduction: How creative can be brought to life Multiple activities that occur prior to filming the commercial Production (shoot) Activities that occur during filming Postproduction Activities that occur after filming to ready the commercial 11 11 44

Preproduction Process for Television Advertising Storyboard and script approval Review of bids from production houses and other suppliers Creation of a production timetable Budget approval Selection of location, sets, and cast Assessment of directors, editorial houses, and music suppliers Production/Shoot 11 11 45

Production Process Filming the commercial, or “the shoot” The shoot involves large numbers of diverse people: Creative performers Trained technicians Skilled laborers Sets often feature tension and spontaneity Typical national commercial costs $100,000 to $500,000 11 11 46

Postproduction Process Director’s rough cut Digital editing Audio edit Master, dubs, and distribution 11 11 47

Check Your Understanding The most important function of the first few seconds of a television commercial is to stress the audio—then the viewer will follow up with the visual. get the name out—so the viewer can establish recall at the outset. establish the benefit—otherwise the viewer will quickly lose interest. get attention—grab the viewer immediately or the spot will probably fail. 11

Check Your Understanding A radio spot for a local shoe chain begins with the lines, “You walk the dog. You jog the trail. You chase the bus. You go, go, go. You need new shoes.” Which two guidelines for successful radio copywriting are used in this ad? Keep sentences short. Use common language. Use attention-getting sounds. Stimulate the imagination. Stimulate the imagination. Repeat the brand name. Select the audience. Give news about the brand. 11