1. Creative Strategy: Implementation and Evaluation
Chapter 9
Creative Strategy:
Implementation and Evaluation

3. Last Class creative strategy creation of the advertising campaign
The concept of copy platforms that are used to guide the development of advertising campaigns.
Various approaches used for determining major selling ideas that form the basis of an advertising campaign
Inherent drama

4. Today Understand the different types of advertising appeals
Recognize the various advertising execution techniques
Consider the evaluation guidelines
TV Ads
Print Ads

5. Appeals and Execution Style
The approach used to attract the attention of consumers
The approach used to attract the attention of consumers
Advertising
Appeals
To influence consumer feelings toward a product, service or cause
To influence consumer feelings toward a product, service or cause
Relation to text This slide relates to material on pp of the text.
Summary Overview Advertisers have various choices relative to advertising appeals and execution style.
Advertising appeal – the approach used to attract the attention of consumers an/or influence their feelings toward the product, service, or cause
Execution style – the way the particular appeal is turned into an advertising message presented to the consumer
Use of this slide This slide can be used to introduce the concepts of advertising appeals and execution styles. Various types of appeals and execution styles are examined in this chapter.
The way an appeal is turned into an advertising message
The way an appeal is turned into an advertising message
Execution
Style
The way the message is presented to the consumer

6. Types of Rational Appeals
Feature: Focus on dominant traits of the product
Feature: Focus on dominant traits of the product
Competitive: Makes comparisons to other brands
Competitive: Makes comparisons to other brands
Price: Makes price offer the dominant point
Price: Makes price offer the dominant point
Relation to text This slide relates to material on pp of the text.
Summary Overview Rational appeals focus on the consumer’s practical, functional, or utilitarian need for using the product or service. These messages emphasize the features of the product or services and/or benefits or reasons for owning or using a particular brand. There are several types of rational appeals including:
feature appeals
competitive advantage appeals
price appeals
news appeals
popularity appeals
Use of this slide This slide can be used to discuss the various types of rational appeals. The content of the rational appeal message emphasizes facts, learning, and the logic of persuasion. They tend to be informative in nature and attempt to convince the consumer to use the brand because it is the best available or does a better job of meeting their needs.
News: News announcement about the product
News: News announcement about the product
Popularity: Stresses the brand’s popularity

7. A Rational, “Popularity” Appeal
Relation to text This slide relates to material on pp of the text.
Summary Overview This slide shows an ad for Neutrogena acne wash. The ad is promoting the popularity of Neutrogena among dermatologists by pointing out that it is the number one recommended product by skin experts for treating acne.
Use of this slide This slide can be used to show an example of a popularity appeal. The main point of a popularity appeal is that the wide use of the brand proves its quality and/or value and other customers should consider using it. +

8. Advertising for Skyy vodka uses emotional appeals

9. Why Emotional Appeals?
consumers' feelings about a brand can be more important than their knowledge of its features or attributes
emotional messages are better remembered than non-emotional messages

11. Appealing to Socially Based Feelings
Approval
Approval
Affiliation
Affiliation
Acceptance
Acceptance
Embarrass-ment
Embarrass-ment
Social-Based
Feelings
Status
Relation to text This slide relates to material on pp of the text.
Summary Overview Emotional appeals relate to the customers’ social and/or psychological needs for purchasing the product or service. This slide shows the many socially based feelings that can be used in advertising appeals such as affiliation, belonging, respect, status, recognition, respect, and others.
Use of this slide The slide can be used to discuss emotional appeals and the various socially based feelings that can be the basis for advertising appeals.
Belonging
Belonging
Respect
Respect
Rejection
Rejection
Recognition
Recognition
Involvement
Involvement

12. Music and Visual Effects Excite Feelings
Relation to text This slide relates to the material on pp
Summary Overview This slide shows a commercial for Skyy Blue, a flavored malt beverage that is a joint venture between Skyy Spirits and the Miller Brewing Company. Skyy Blue is a category extension that is designed to leverage the favorable brand equity that has been developed for Skyy vodka. The commercial uses strong visual images and music to appeal to consumers’ emotions and create feelings of excitement about the brand. The ads are designed to create a feeling of relaxed sophistication and use aspirational settings, hip music and beautiful surroundings to create an image for the brand.
Use of this slide This slide can be used to show how advertisers use visual images and music to appeal to consumer’s emotions and create excitement about a brand. You might discuss what types of personal and/or social motives this commercial is appealing to.

13. Rational and emotional advertising appeals
can be combined since consumers' purchase decisions are often made on the basis of rational and emotional motives

16. It must make the product use experience . . .
Transformational Ads
Feelings
Feelings
Images
Images
The ads create . . .
Meanings
Meanings
Beliefs
Beliefs
Relation to text This slide relates to material on pp of the text.
Summary Overview Transformational ads are defined as those, which associate the experience of using the advertised brand with a unique set of psychological characteristics which would not typically be associated with the brand experience to the same degree without exposure to the advertisement. Transformational ads create feelings, images, and beliefs about the product or service that may be activated when consumers use it. A transformational ad has two characteristics:
It must make the experience of using the product richer, warmer, more exciting, and/or more enjoyable than that obtained from a general description of the advertised brand.
It must connect the experience of the ad so tightly with the experience of using the brand that the consumer cannot remember the brand without recalling the experience generated by the advertisement.
Use of this slide This slide can be used to discuss transformational advertising and its distinctive characteristics. Transformational advertising can differentiate a product or service by making the consumption experience more enjoyable and/or meaningful.
It must make the product use experience . . .
Richer
Richer
Warmer
Warmer
More
Exciting
More
Exciting
More
Enjoyable

17. Norwegian Uses Transformational Advertising
Relation to text This slide relates to material on pp and Exhibit 9-6 of the text.
Summary Overview This slide shows an ad for Norwegian Cruise Lines which used transformational advertising to create a unique image of the cruise experience. The goal of the campaign was to demonstrate how Norwegian provides each guest with a unique reprieve from the mundane routines of everyday life. Both the dramatic visuals and ad copy depicted the vast array of experiences and activities to be enjoyed during their cruises.
Use of this slide This slide can be used to show an example of a transformational ad campaign.
With the use of dramatic visuals and ad copy, Norwegian Cruise Lines was successful in connecting the cruise experience with the images presented in its advertisements. +

18. Norwegian Uses Transformational Advertising
Relation to text This slide relates to material on pp and exhibit 9-6 of the text.
Summary Overview This slide shows another ad for Norwegian Cruise Lines that uses transformational advertising to create a unique image of the cruise experience. This ad show the experiences one can enjoy on a Norwegian Cruise such as an aromatic massage.
Use of this slide This slide can also be used to show an example of the transformational advertising used by Norwegian. With the use of dramatic visuals and ad copy, Norwegian Cruise Lines was successful in connecting the cruise experience with the images presented in its advertisements. +

19. MasterCard Creates an Emotional Bond
Relation to text This slide relates to material on p. 273 and Exhibit 9-8 of the text.
Summary Overview This slide shows a print ad from MasterCard’s award-winning “Priceless” campaign which was based on emotional bonding research. When the McCann-Erickson agency took over the account a few years ago, MasterCard was perceived as an ordinary credit card you keep in your wallet. The challenge was to create an emotional bond between consumers and MasterCard without losing the brand’s functional appeal. The “Priceless” campaign has helped build an emotional bond with consumer by positioning MasterCard as the best way to pay for everything that truly matters and can enrich one’s daily life.
Use of this slide This slide can be used to show an example of an ad campaign that was developed on the bases of research using emotional bonding. The “Priceless” campaign has been extremely successful and now is used in 80 different countries. +

22. American Red Cross

23. Lee Jeans used ______ advertising to create interest and excitement for its new jeans

24. Teaser Ads May Not Show the Product
Relation to text This slide relates to the material on pp which discusses teaser advertising
Summary Overview This slide contains a teaser ad that was part of the campaign used to introduce Infiniti automobiles to the U.S. market in Infiniti’s ad agency decided to take an unconventional approach to launching the new car line by creating commercials and print ads that showed scenes from nature rather than the cars. The goal of the teaser campaign was to create curiosity, explain the philosophy behind the design of the new cars and position Infiniti models as new cars with a Japanese sense of luxury. This spot was called “Summer Storm.”
Use of this slide This slide can be used to provide an example of how teaser advertising can be used to introduce a new car to the market. As noted in the text, some critics argued that the teaser campaign for the Infiniti ran too long and created confusion among consumers.

25. Teaser Ads Excite Curiosity
Relation to text This slide relates to the material on pp which discusses teaser advertising.
Summary Overview This slide contains another of the teaser ads that was part of the campaign used to introduce Infiniti automobiles to the U.S. market in Infiniti’s ad agency decided to take an unconventional approach to launching the new car line by creating commercials and print ads that showed scenes from nature rather than the cars. The goal of the teaser campaign was to create curiosity, explain the philosophy behind the design of the new cars and position Infiniti models as new cars with a Japanese sense of luxury. This particular spot is called “Flock of Geese.”
Use of this slide This slide can be used to provide an example of how teaser advertising can be used to introduce a new car to the market. As noted in the text, some critics argued that the teaser campaign for the Infiniti ran too long and created confusion among consumers.
You might ask students if these ads would create curiosity and interest.

26. Ad Execution Techniques
Straight-sell
Straight-sell
Slice of life
Slice of life
Scientific
Scientific
Testimonial
Testimonial
Demonstration
Demonstration
Animation
Animation
Relation to text This slide relates to material on pp of the text.
Summary Overview Creative execution is the way an advertising appeal is presented. There are a variety of ways creative specialists can present the advertising message including:
Straight-sell
Scientific
Demonstration
Comparison
Dramatization
Humor
Slice of life
Testimonial
Animation
Personality
Fantasy
Use of this slide This slide can be used to discuss the various options available to advertisers for executing their ads. The slides that follow show some examples of advertisements using several of these techniques.
Comparison
Comparison
Personality Symbol
Personality Symbol
Dramatization
Dramatization
Fantasy
Fantasy
Humor

27. Apple Uses a ____________
Relation to text This slide relates to material on pp and Exhibit 9-15 of the text.
Summary Overview This slide shows an advertisement from Apple Computer’s “Switch” campaign which uses a testimonial execution whereby the person in the ad discusses her positive experience with the product. The “Switch” campaign included testimonials from individuals in various walks of life including a writer, publisher, and computer programmer, all of whom talked about why they switched from Windows-based personal computers to Macintosh PCs.
Use of this slide This slide can be used to show an example of a testimonial ad execution method. The use of satisfied customers discussing their own experiences with the brand and benefits of using it can be a very effective persuasion technique. +

28. Crest Whitestrips Uses a __________
Relation to text This slide relates to material on p. 277 of the text.
Summary Overview This transparency shows an ad for Crest Whitestrips which is a new product introduced by Procter & Gamble and is a category extension from its popular Crest toothpaste brand. Crest Whitestrips, which were introduced to the market in May 2001, uses clear flexible strips coated with a whitening gel that stick to the teeth. They use the same whitening ingredient, hydrogen peroxide, that dentists have been using for years. They are worn twice a day for 30 minutes at a time. Since its introduction, Whitestrips have achieved global sales of more than $200 million.
Use of this slide This ad can be used as an example of how a demonstration execution is used in print advertising. The four photos at the bottom of the ad show how easily Whitestrips can be used by the consumer. You might also note the use of a use of a chameleon in the illustration used in the ad. Chameleons are lizards that have the ability to change the color of their skin. The use of the chameleon connotes a message about the ability of Whitestrips to change the color of one’s teeth. +

30. Chevy Trucks Uses a __________ Execution
Relation to text This slide contains a commercial that relates to the material on pp of the text.
Summary Overview This ad contains a commercial for Chevy Trucks that is a good example of a slice-of-life execution which shows how a product or service fits into one’s everyday life. The spot is from the “Like a Rock” campaign for Chevy trucks and is a nostalgic appeal showing a man driving along reminiscing about the past and various events involving his family that have revolved around his Chevy truck. It then shows that he is on his way to pick up his wife, so they can go to the hospital to see their new grandchild. This poignant commercial is an effective way to deliver a message regarding the dependability of Chevy trucks.
Use of this slide This slide can be used as an example of how a slice-of-life execution technique is used to deliver an emotional appeal. You might also note the fact that this campaign theme is based on the classic Bob Seger song of the same name. The “Like a Rock” campaign theme has been very successful and made effective use of the song in various commercials.

31. Slice of life Executions
sometimes criticized for being unrealistic and irritating.
often present a problem consumers encounter and suggest a solution.
can be used effectively by business-to-business marketers.
Procter & Gamble a frequent user of slice-of-life executions.

32. AFLAC Duck, a __________________
Relation to text This slide relates to the material on p. 281 of the text that discusses personality symbols.
Summary Overview This slide shows a humorous commercial for AFLAC, the leading provider of supplemental insurance in the U.S., and is a good example of the use of a personality symbol or character around which a product or service can be identified. The AFLCAC duck has become a popular personality and symbol for the insurance company. The humorous campaign is built around the concept of showing the quirky duck waddling into a variety of odd situations and belting out his signature “AFLAC” quack as people talk about supplemental insurance. This particular spot features legendary baseball player Yogi Berra using his malapropisms to promote the company as he sits in a barber shop getting a haircut.
Use of this slide This commercial can be used a an excellent example of the how a company can develop a central character or personality symbol around which an advertising campaign can be developed. The campaign featuring the AFLAC duck has been extremely successful and has helped increase awareness of the company as well as sales. Since the campaign began in 200, AFLAC’s name awareness has increased from 2 percent to 80 percent and sales have increased by an average of 25 percent each year.

33. What is the appeal?
What is the execution technique?

34. Overwhelming Creativity
Any examples?

36. Chevrolet Trucks
“Like a Rock”
Baby Boomers
3 Words
The Music Factor

37. Nortel Uses Music Creatively
Relation to text This slide relates to the material on pp that discusses the use of music.
Summary Overview This slide shows a commercial for Nortel which uses was developed around the classic Beatles song “Come Together.” The song actually became a metaphor that was used to underscore the company’s commitment to unifying communication networks and bringing telephony, voice, data, video and wireless together over the Internet.
Use of this slide This slide can be used as example of how advertisers often use popular music in their commercials. Nortel licensed the composition rights to use “Come Together” and had it performed by another artist. Use of the actual song would have been much more expensive.

38. Production Stages for TV Commercials
Preproduction
All work before actual shooting, recording
Preproduction
All work before actual shooting, recording
Production
Period of filming, taping, or recording
Production
Period of filming, taping, or recording
Relation to text This slide relates to material on pp and Figure 9-4 of the text.
Summary Overview Once the storyboard or animatic of the commercial is approved, the next step is the production phase. This slide outlines the three stages of the production process:
Preproduction – all work that must be done before the actual shooting of the commercial
Production – filming or videotaping of the commercial
Postproduction – activities that occur after the commercial is recorded such as editing, audio/video mixing and duplicating
Use of this slide This slide can be used to introduce the production process of creating television commercials. The details of the activities at each stage are shown on subsequent slides.
Postproduction
Work after spot is filmed or recorded

39. Preproduction Tasks Preproduction Select a Director Select a Director
Preproduction Meeting
Choose Production Company
Choose Production Company
Preproduction
Relation to text This slide relates to material on p. 290 and Figure 9-4 of the text.
Summary Overview This slide summarizes the various tasks to be completed in the preproduction phase of the overall production process. These tasks include:
Selecting a director
Choosing a production company
Bidding process
Cost estimation and timing
Developing a production timetable
Casting
Set construction
Use of slide This slide can be used to discuss the many tasks to be completed during the preproduction stage of the overall production process. It is important that these tasks be completed and approved by the client before production begins.
Production Timetable
Production Timetable
Bidding
Bidding
Cost Estimation and Timing
Cost Estimation and Timing

40. Animatic Rough

42. Postproduction Tasks Editing Editing Processing Processing
Release/ Shipping
Sound Effects
Sound Effects
Postproduction
Relation to text This slide relates to material on p. 290 and Figure 9-4 of the text.
Summary Overview This slide summarizes the tasks to be completed in the postproduction phase of the overall production process. These tasks include such activities as:
editing,
processing,
sound effects,
audio/video mixing, and
duplicating. :
Obtaining client approval of the final commercial
Shipping and releasing
Use of the slide This slide can be used to discuss tasks to be completed during the postproduction stage of the overall production process. These are the final activities to be completed prior to the release of the commercial.
Duplicating
Duplicating
Audio/Video Mixing
Audio/Video Mixing
Client/agency Approval
Opticals
Client/agency Approval
Opticals

43. Evaluation Guidelines for Creative Output
Consistent With Brand’s Marketing Objectives?
Consistent With Brand’s Marketing Objectives?
Consistent With Brand’s Advertising Objectives?
Consistent With Brand’s Advertising Objectives?
Consistent With Creative Strategy, Objectives?
Consistent With Creative Strategy, Objectives?
Does It Communicate What It’s Suppose to?
Does It Communicate What It’s Suppose to?
Relation to text This slide relates to material on pp of the text.
Summary Overview Advertisers use numerous criteria to evaluate the creative approach suggested by the ad agency. The basic criteria for evaluating creative approaches are listed on this slide. Some questions that are asked by the client to evaluate the creative approach are:
Is the creative approach consistent with the brands marketing and advertising objectives? Must also be consistent with the brand image and positioning
Is the creative approach consistent with the creative strategy and objectives? Does it communicate what it is supposed to? Creative specialists can loose sight of what the advertising message is supposed to be.
Is the creative approach appropriate for the target audience? The ad needs to appeal to, be understood by, and communicate effectively with the target audience.
Does the creative approach communicate a clear and convincing message to the customer? While creativity is important, it is also important that the ad communicates information, attributes, or features.
Does the creative execution keep from overwhelming the message? So much emphasis is placed on creative execution the sales message may be overshadowed
Is the creative approach appropriate for the media environment in which it is likely to be seen? The ad should fit into the climate, editorial, or type of reader/viewer of the medium.
Is the ad truthful and tasteful? The ultimate responsibility lies with the client.
Use of slide This slide can be used to discuss some basic guidelines that can be used by personnel on both the agency and client side when reviewing, evaluating, and approving the advertising being proposed by the creative specialists.
Approach Appropriate to Target Audience?
Approach Appropriate to Target Audience?
Communicate Clear, Convincing Message?
Communicate Clear, Convincing Message?
Does Execution Overwhelm the Message?
Does Execution Overwhelm the Message?
Appropriate to the Media Environment?
Appropriate to the Media Environment?
Is the Advertisement Truthful and Tasteful?

44. Visa – TV Commercials

45. Print Ads

46. 1950

47. “Equinox”
(1995)

48. Stores
(1995)

49. Stores
(1995)

50. Stores
(1995)

51. Chefs
(1995)

52. Chefs
(1995)

53. Beach
Chairs
(1997)

54. Beach
Chairs
(1997)

55. Cities

56. Artists

57. Flavors

58. Flavors

59. Print Ad Components Headline: Words in the Leading Position of the Ad
Subheads:
Smaller Than the Headline, Larger Than the Copy
Subheads:
Smaller Than the Headline, Larger Than the Copy
Body Copy:
The Main Text Portion of a Print Ad
Body Copy:
The Main Text Portion of a Print Ad
Relation to text This slide relates to material on pp of the text.
Summary Overview This slide shows the basic components of a print advertisement. They are:
Headline – words in the leading position of the ad, usually are read first
Subheads – secondary to the main headline, larger than the body copy
Body copy – main text portion of the ad, getting the target audience to read is difficult
Visual elements – illustrations, drawings, and photos, used to attract attention and communicate ideas or images
Layout – physical arrangement of the various components of the ad
Use of this slide This slide can be used to discuss the components of a print ad. Once the creative approach, type of appeal, and execution style has been determined, attention turns to the design, implementation, and production of the actual advertisement. These components of a print ad must be arranged in creating the ad.
Visual Elements: Illustrations Such As Drawings or Photos
Visual Elements: Illustrations Such As Drawings or Photos
Layout:
How Elements Are Blended Into a Finished Ad

60. The role of headlines and subheads
The most important function or role of the headline is to
attract the readers' attention and
make them interested in the remainder of the message.
Some ads use little or no body copy so the headline must work with the illustration or visual portion of the ad to communicate the entire advertising message.

61. Altoids Uses a Headline Effectively
Relation to text This slide relates to material on p.283 of the text.
Summary Overview This slide shows one of the many print ads from the advertising campaign for Altoids breath mints. Many of these ads have been primarily bold headlines accompanied by a picture of the package and have been effective at communicating the “curiously strong” message for the brand.
Use of this slide This slide can be used as an example print advertising that delivers a simple but powerful message to the consumer. The Curiously Strong Mint campaign for Altoids has helped build a 25 percent market share for the brand in the breath-freshener market. Nearly all of the advertising for Altoids appears in magazines and uses the quippy one-liner headlines accompanied by an occasional visual image. +

62. Headlines Can Capture Attention
Relation to text This slide relates to material on p. 283 and Exhibit 9-21 of the text.
Summary Overview This slide shows a print ad for RCA’s LYRA personal digital player. The headline of this ad catches the attention of young consumers and performs a segmentation function by engaging the attention of the readers whom are most likely to buy the product by addressing their needs, wants, or interests. This headline would appeal to a young consumer who wants the latest technology in audio products.
Use of slide This slide can be used to show an effective headline that attracts and holds the attention of the targeted audience. The ad can also be used to discuss various components of a print ad such as the visual, headline, body copy and layout. +

63. The role of headlines and subheads (cont.)
Subheads are often used to enhance the readability of the message
- by breaking up large amounts of body copy and
- highlighting key sales points.
Their content often reinforces the headline and advertising slogan or theme.

64. Print Ad Layout Format Format Size Size Color Color White Space
Arrangement of the Elements on the Printed Page
Format
Arrangement of the Elements on the Printed Page
Size
Expressed in Columns, Column Inches or Portions of a Page
Size
Expressed in Columns, Column Inches or Portions of a Page
Relation to text This slide relates to the material on pp of the text.
Summary Overview This slide shows the various components that are part of the layout of a print ad. These components include:
Format – arrangements of the elements of the ad on the paper
Size – expressed in columns, column inches or portions of a page (full, half, quarter)
Color – black and white, two color, three color, four color
White space – margins and intermediate space not used
Use of this slide This slide can be used to introduce the elements of the print layout. The creative specialist works with these different elements in the design of a print ad. Layouts are often done in rough form and presented to the client so the advertiser can visualize what the ad will look like before giving preliminary approval.
Color
Black & White or Two-, Three-, or Four-color Printing
Color
Black & White or Two-, Three-, or Four-color Printing
White
Space
Marginal and Intermediate Space That Remains Unprinted

65. Insert Savin ad from 6/e acetates here
Elements of a Print ad
Headline
Insert Savin ad from 6/e acetates here
T9-6
Visual
Body Copy
Identification Marks

66. Design Guidelines Balance Dominance Flow Proportion Coherence Unity
Do the elements in the materials work with each other?
Dominance
One element should be larger than the others to draw attention to the ad
Flow
Sequential eye movement
Proportion
Size should be determined by importance
Coherence
There must be harmony among the elements
Unity
How well the ad holds together in terms of total effect

67. Formal balance can create a very orderly look and feel.

68. Informal balance can create desired eye movement through an ad.

69. Emphasis in an ad will lead the reader to focus on one layout element more than another

70. Step-by-Step Guide to Art & Copy
Thumbnail sketches
Rough or pencil layout
Comprehensive layout
Copy
Headline & subheads
Rough copy
Final copy

71. Art: Thumbnail Sketch

72. Art: Thumbnail Sketch

73. Art: Thumbnail Sketch

74. Art: Rough or Pencil Layout
Use actual dimensions
Mock up to best simulate color, type size, text block size, photo size, drawing size, etc.
Incorporate actual headlines and subheads when possible
Create the look & feel of the material without having completed components

75. Art: Comprehensive Layout “Comps”
Final layout before actual materials are inserted
Used to communicate creative concepts to client
Actual dimensions, colors, paper types, etc.

76. Typography

77. Copy: Final Copy Corresponds to art director’s final layout
Copywriter’s complete & polished effort
Takes SEVERAL drafts to reach final copy
Final copy needs time to “cool”

78. Evaluating Layouts Will the layout attract the prospect?
Does the layout reflect values & tastes of the target markets?
Is the product the star?
No “art for art’s sake”
What is the point of the layout?
Does the layout grab the customer & encourage involvement?
Is the layout inviting & readable?
Obscure types hurt the eyes.
Reverse type – a BIG NO NO!!!
Are the color combinations right?
For ad space: How does the ad look in its editorial environment?

79. Evaluating Copy Lots of checklists & how-to guides
Copy should be clean & clear
Language is simple without being simplistic
Present tense, active voice
DON’T USE THE VERB “TO BE”
Friendly & conversational, not patronizing
Makes sense to the customer
Long v. short copy

80. Evaluating Copy Fact of life Benefits sell – features don’t sell
80%+ of people who see an ad don’t read the copy (Ogilvy 1985)
If the headline doesn’t catch ‘em, they’re lost till next time
Benefits sell – features don’t sell
The call to action
Copy should do everything a personal sales call does
White space
Ease of ordering

81. Sum Up Execution Styles Advertising Appeals Super bowl ads
Print Ads

82. Next Class
To do!