Marketing 3344

Creative Team Creative Concept Art Director Copywriter

Copywriting is the process of expressing the value and benefits a brand has to offer. Copywriting is the process of expressing the value and benefits a brand has to offer. A creative plan is the guideline that specifies the message elements of advertising copy. A creative plan is the guideline that specifies the message elements of advertising copy.

4 PPT 12-4  Gives news about the brand  Emphasizes brand claims  Gives advice to the reader  Selects targeted prospects  Stimulates curiosity  Establishes tone & emotion  Identifies the brand Functions

Here is a classic case of a headline offering the reader advice. Ad in Context Example

 Entice to read body copy  Entice to examine visuals  Never change typeface  Never rely upon body copy  Keep it simple & familiar  Be persuasive  Appeal to self-interest  Inject maximum information  Limit to five-eight words  Include the brand name Guidelines for writing headlines

 Reinforce the headline  Include important information not 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 Functions

This ad follows all the guidelines for subheads. Ad in Context Example

 Straight-line copy  Dialogue  Testimonial  Narrative  Direct response copy Techniques

Guidelines  Vary sentence and paragraphlength  Involve the reader  Provide support for the unbelievable  Avoid clichés and superlatives  Use present tense  Use singular nouns and verbs  Use active verbs  Use familiar words and phrases

This ad is full of body copy. Are the guidelines for using body copy being followed? Ad in Context Example

No headline, no subhead, no body copy— does this ad still work? Ad in Context Example

Cybercopy is often rooted in techno-speak. It is a medium where audience has a different meaning than in traditional media. Audience often comes directly to ads—not passive Other ads pop up Copy is closer to print than broadcast Cybercopy is often direct response Rules for cybercopy are not all that different than for print

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

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

Guidelines  Stress the main selling points  Use sound and music carefully  Tailor the copy to the time, place, and specific audience  Use familiar language  Use short words and sentences  Stimulate the imagination  Repeat the product name

8. Duplicate the tape and ship to stations 7. Mix the sound 6. Review the production with the advertiser 5. Edit the tape 1. Solicit bids from production houses 4. Plan special elements, produce the tape 3. Select the talent 2. Review bids, award job, submit estimate

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

Demonstration Problem and solution Music and song Spokesperson Dialogue Vignette Narrative

20 PPT  Be flexible  Use copy judiciously  Reflect the brand ’ s personality and image  Build campaigns  Use the video  Support the video  Coordinate the audio with the video  Entertain but sell the product

 Short phrases used to... 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

 Vagueness  Wordiness  Triteness  Creativity for creativity’s sake

Senior Executives Product Manager, Brand Manager, Marketing Staff Client Account Management Team Legal Department Agency Senior Writer Creative Director Copywriter Account Planning