Copy and Creativity Advertising Strategy (Alstiel and Grow)

Basics of copywriting Correct format for writing copy for each medium Basic rules of copywriting and when to break them How to put more sell into your copy How to connect the reader or viewer with the advertiser How to keep continuity throughout a campaign Importance of presenting your work

Who needs to know copywriting beside writers? Account executives: How to evaluate creative work. Does it meet objectives. What’s the strategy? Why is it great or not so great? When account execs and account managers understand the creative process, they are more valuable to both clients and agencies

Who needs to know copywriting beside writers? Designers, art directors, producers, graphic artists: Why does it meet the strategies? Do words and visuals work together? Does font match tone of the ad? Is body copy too long? Ideas come first. Writing with style next

Creative Revolution Turbulent 1960s. Focus on youth, freedom, anti-establishment thinking. Sex, drug, rock ’n’ roll. Revolutionary: Shifted focus from product to brand. Developed look, memorable characters, built brand awareness, acceptance. Twisted conventional thinking, new look, asymmetrical layout, minimal copy, unique typography (standard elements today)

Copywriter’s Role Creative quarterback sets up the action: Team includes copywriter, art director, interactive designers, web developers, broadcast producers. Answer to creative director Knows product well: Who uses it, compares to competitors, consumer needs

Copywriter: Several roles Research: Primary and secondary Client contact: Facts from sources Broadcast production: Find right talent New business: New pitches, presentation Public Relations: News releases, promos Internet/ interactive media: Manage content Creative management: Become directors

Controlling Creative Process Getting facts: Research dept, product users, retailers, competition Brainstorming with purpose: Get ideas Finding reference/ visuals: Stock photos Drawing writer’s rough: Template Working with art director, rest of team

Controlling Creative Process Preselling creative director, account executive: Able to answer all their questions Selling the client: Defend with logic, budget Getting it right: Hand creation to production Maintaining continuity: Extend great idea to other media, ongoing campaign Discovering what worked and why: Monitor effectiveness of campaign for future ideas

Where Do I Go From Here? Copywriter for life Management/ creative director Account manager Account planner Promotion director Public Relations writer Internal advertising departments

Where Do I Go From Here? Web/ Interactive media writer Freelance writer Producer/ director of broadcast Agency owner Consultant Instructor

Legal concepts that matter Stake Your Claim Puffery Obvious falsity Lifestyle claims Trademarks Copyright laws

Before You Get Started Advertising Marketing Communications Integrated Marketing Communications Integrated Brand Promotion Convergence

Advertising’s Role in the Marketing Process DAGMAR: Defining Advertising Goals for Measured Advertising Results Awareness: Differentiate products Comprehension: Understand benefits Conviction: Believe in brand Action: Ultimately, sales

Relationship between Strategy and Tactics Strategy: Increase awareness and comprehension of new arthritis medicine in 50- to 80- year old women from 5% to 20% in 12 months Tactics: Four-color full-age magazine ads in AARP, Arthritis Today, and Arthritis Self- Management. Create web site to discuss trends in arthritis, treatments, and results

Relationship between Strategy and Tactics Strategy: Expand database of potential lawn mower buyers in top 25 DMAs (designated market areas) from 50,000 to 200,000 names by January 31 next year. Tactics: Hold sweepstakes to win a free lawn mower as incentive to send in direct mail questionnaire. Promote sweepstakes on radio, TV, point of sale in stores

Relationship between Strategy and Tactics Strategy: Encourage 50, year-olds to test- drive the new Honda Element from April 1 through June 30 Tactics: Offer free backpack for test-drive. Promote with network and cable TV, spot radio, and magazine ads in Maxim, Cosmopolitan, and Rolling Stone

Assume the Position Repositioning the Product: Old Spice Repositioning the Competition: Budweiser positioned Miller as a “South African” brand

Writing From the Consumer’s Point of View People do not buy things. They buy satisfaction of their wants and needs Maslow’s theory of hierarchy of needs: –Biological needs –Need for belongingness and love (to be esteeemed by others) –Need for self-actualization (realize one’s full potential

From a Marketing Communication standpoint Comfort (avoid pain, discomfort, convenience) Security (physical and financial) Stimulation (aesthetic, physical) Affiliation (belonging) Fulfillment (self-satisfaction, status)