1. Executing the Creative11 1
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2. 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

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

4. 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

5. 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

6. Here is a classic case of a headline offering the reader advice.
© Courtesy Collect

7. 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

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

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

10. 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

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

12. 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

13. 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

14. 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

15. 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

16. 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

17. 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

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

19. 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

20. 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

21. 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

22. 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

23. 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

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

25. Illustration Components11 11 25

26. 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

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

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

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

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

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

32. Principles of Design
Proportion 11 11 32

33. Principles of Design
Order 11 11 33

34. Principles of Design
Unity 11 11 34

35. Principles of Design
Emphasis 11 11 35

36. 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.

37. Layout
Thumbnails
Rough Layout
Comprehensive 11 11 37

38. Typography: Typeface and type size11 11 38

39. 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

40. 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

41. 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

42. 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

43. 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

44. 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

45. 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

46. 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

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

48. 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

49. 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