1. Chapter Nine Creative Execution: Art and Copy
Arens|Schaefer|Weigold
Chapter Nine Creative Execution: Art and Copy
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2. Learning Objectives
Describe the factors involved in creating print ads
Explain the types of copy and how great copy is created in print ads
Outline how great copy is created in electronic ads

3. Learning Objectives Discuss the role of art in electronic ads
Review the unique requirements in writing for the Web
Differentiate the important print and broadcast production methods

4. Poster-Style Format
Employs a single, dominant visual that occupies between 60 and 70 percent of an advertisement’s total area
Known as picture-window layout and Ayer No.1

5. Principles of Design Must be in balance
Space within the ad must be broken up into pleasing proportions
Must have a directional pattern providing a sequence to read
Must hold the ad together and give it unity
One element of the ad must have emphasis to dominate all others

6. Visuals in Print Advertising
All of the picture elements that are placed into an advertisement
Capture the reader’s attention and identify the brand
Clarify claims made by the copy
Qualify readers
Emphasize the product’s unique features
Create a favorable impression of the product or advertiser
Provide continuity for the campaign

7. Headlines Words in the leading position of an ad Types
Benefit and news/information headline
Provocative and question headline
Command headline
Subhead – Secondary headlines
Kickers: Appear above the headline
Underlines - Appear below the headline

8. Body Copy
Text of an ad that tells the complete story and attempts to close the sale
Styles
Straight-sell copy
Institutional copy
Narrative copy
Dialogue/ monologue copy
Picture-caption copy
Device copy

9. Slogans
Standard company statements for advertisements, salespeople, and company employees
Called taglines or themelines
Originate from successful headlines
Provide continuity for a campaign
Reduce a key theme or idea to a brief memorable positioning statement

10. Seals, Logotypes, and Signatures
Certification mark offered by certain institutions when a product meets standards established by them
Seal
Special design of the advertiser’s name that appears in all advertisements
Logotypes
Product or company’s primary graphic identity
Signatures

11. Creating Copy in Electronic Media
Script: Format for radio and television copywriting resembling a two-column list showing dialogue and/or visuals
Sound effects (SFX): Sounds other than music or dialogue used in radio and television
Audio: Sound portion of a commercial and the right column of a script

12. Writing Radio Copy
Advertising message must be catchy, interesting, and unforgettable
Radio copy must be intrusive to attract and to hold attention
Script must fit the time slot
Writing should be clearer than any other kind of copywriting

13. Writing Television Copy
Script - Left side is titled video and the right side audio
Video column - Visuals and production
Audio column - Spoken copy, sound effects, and music
Ads must be believable and relevant

14. Formats for Radio and TV Commercials
Straight announcement
Integrated commercial
Presenter commercial
Testimonial
Demonstration
Musical commercials or jingles
Slice of life
Lifestyle technique
Animation

15. Writing for the Web Company web sites Banner ads Viral ads
Effectively designed Web sites help visitors find information quickly and efficiently
Banner ads
Bring Internet users to a Web site other than the one they intended to visit
Viral ads
Rely on Internet users to spread messages to others, so must be highly entertaining