Concepting What’s the big idea? Lecture 2 © 2013 SAGE Publications, Inc.

How to be creative Adapt the strategy to the creative Make the creative fit the strategy © 2013 SAGE Publications, Inc.

Basic questions What is the client’s real problem? Can I solve the problem creatively with marketing communications? Do I know the target audience? Do I understand and respect the particular cultural nuances of the target? Do I know how they feel about my product? Do I know the product features/benefits? What is the One Thing I can say or show about this product? How much do I need to say or show? Do I even need a headline? Where is this product positioned? Where do we want to be positioned? Do I know the competition’s strengths and weaknesses? What should the tone be? © 2013 SAGE Publications, Inc.

Concepting Approaches 1.Show the product: establish or reinforce brand identity. 2.Show the benefit: what happens when you use it. 3. Show the alternative: what happens when you dont use it. 4. Comparison: to other products as a metaphor. 5. Borrowed interest: introduced something seemingly unrelated. 6. Testimonial/case history © 2013 SAGE Publications, Inc.

Ten tips 1.Scribble down everything 2.Write, don’t talk 3.Throw it all on the wall, see what sticks 4.Don’t stop if you’re on a roll 5.Does it look funny? 6.Show it, don’t tell it 7.Don’t be different just to be different 8.Keep it simple 9.Don’t second guess the client 10.Build a “maybe” file © 2013 SAGE Publications, Inc.

Concept Testing 1.Gut check: ask yourself whether the concept feels right. 2.Matchbook test/billboard test 3.Honest evaluation: affordable 4.Consumer interplay 5.Client © 2013 SAGE Publications, Inc.

Before you get edgy Understand audience tolerance Legal, ethical risks Your own moral compass Can you defend it? Do you have a backup? © 2013 SAGE Publications, Inc.

What to do when you’re stuck Back up (reboot) Reference books (CA, CMYK) Talk about it Take a break © 2013 SAGE Publications, Inc.

Crowdsourcing Curse or salvation? © 2013 SAGE Publications, Inc.

Examples New Zealand USA © 2013 SAGE Publications, Inc.

USA © 2013 SAGE Publications, Inc.

USA © 2013 SAGE Publications, Inc.

Design Worth a Thousand Words © 2013 SAGE Publications, Inc.

Why every creative needs to be a designer Words and visuals don’t exist in isolation Visuals express the the One Thing Good creative engages visually/verbally Portfolios and presentations Multiple skills increase your value Knowledge is power © 2013 SAGE Publications, Inc.

Basic design principles Proximity © 2013 SAGE Publications, Inc.

Alignment © 2013 SAGE Publications, Inc.

Repetition © 2013 SAGE Publications, Inc.

Contrast © 2013 SAGE Publications, Inc.

Typography Serif Sanserif Weight Size © 2013 SAGE Publications, Inc.

Design considerations People not things More visual. Less copy. Illustration or photography? © 2013 SAGE Publications, Inc.

Design for web © 2013 SAGE Publications, Inc.

Keep it simple When you emphasize everything you emphasize nothing Less is more Don’t forget the One Thing © 2013 SAGE Publications, Inc.

Check list for design © 2013 SAGE Publications, Inc.

Campaigns Synergy and Integration © 2013 SAGE Publications, Inc.

What’s a campaign? “A series of ads for a product (or service or company) that work individually and cumulatively to communicate the advertiser’s message to a consumer.” Maxine Paetro © 2013 SAGE Publications, Inc.

What’s a campaign? Common objective Unified theme Coordinated rollout © 2013 SAGE Publications, Inc.

Campaign continuity Biggest difference between a series of single shot ads and campaign is continuity © 2013 SAGE Publications, Inc.

Extendibility Same look and feel used across several media © 2013 SAGE Publications, Inc.

Repeatability Same look and feel used for multiple pieces within each medium © 2013 SAGE Publications, Inc.

Repeatability and Extendibility © 2013 SAGE Publications, Inc.

Maximize continuity Music Voice talent Animated characters Spokespersons Design Tagline © 2013 SAGE Publications, Inc.

Consumer generated campaigns Achieve marketing objectives? Generate publicity/create buzz? Win friends for brand? © 2013 SAGE Publications, Inc.

USA-Student work © 2013 SAGE Publications, Inc.

Headlines and Taglines First Get Their Attention © 2013 SAGE Publications, Inc.

Why have a headline? Gain immediate attention Select the right prospect Lead readers into the text Complete creative equation © 2013 SAGE Publications, Inc.

Types of headlines © 2013 SAGE Publications, Inc.

Headline styles © 2013 SAGE Publications, Inc.

Headline writing techniques Be specific Rhythm, rhyme, alliteration Puns, wordplay Parallel construction Twist (the unexpected) Relevance Involve product Understatement/overstatement © 2013 SAGE Publications, Inc.

Creative Tree for Headlines © 2013 SAGE Publications, Inc.

Ineffective headlines Ask yes or no question Ask question that can’t be answered Headline as caption Stupid puns Annoying, condescending language Cleverness for the sake of cleverness (writing to impress rather than persuade) © 2013 SAGE Publications, Inc.

Headline checklist 1.Let it sit. Come back to it. 2.Does it work with visual? 3.How does it fit on the page with other elements? 4.Will it work in a “billboard test?” 5.Does it appeal to reader’s self interest 6.Does it pull reader into body copy? 7.Is this the best you can do? 8.Do you need subhead to explain it? 9.Be careful with puns 10.Think campaigns—can it be extended, repeated? © 2013 SAGE Publications, Inc.

Subheads Clarify the headline Reinforce main idea Break up large copy blocks Lead readers into body copy © 2013 SAGE Publications, Inc.

Preheads Set up the headline Define the audience Identify the advertiser Identify an ad in a series © 2013 SAGE Publications, Inc.

Purpose of tagline Provide continuity for campaign Crystalize the One Thing associated with brand © 2013 SAGE Publications, Inc.

Tagline tips Short and simple Think jingle Differentiate brand Go global Play with words Don’t confuse or mislead Justify your choices © 2013 SAGE Publications, Inc.

Creative Tree for Taglines © 2013 SAGE Publications, Inc.

USA © 2013 SAGE Publications, Inc.

USA © 2013 SAGE Publications, Inc.

USA © 2013 SAGE Publications, Inc.