advertising comp

8/11/2019 Advertising Comp

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Lecture outline

Message strategy

Copy writing

Art direction and Production

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The Creative Team

Creative Team

Creative Concept

Art DirectorCopywriter


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Copywriting and the Creative

Plan

Copywritingis the

process of

expressing the

value and benefits

a brand has to

offer.

A creative plan is

the guideline that

specifies the

message elements

of advertising copy.


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Copywriting for Print Ads: The

Headline

Gives news about the brand

Emphasizes brand claims

Gives advice to the reader

Selects targeted prospects

Stimulates curiosity

Establishes tone & emotion

Identifies the brand

Functions


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Here is a classic case of a headline offering

the reader advice.

Ad in Context Example


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Headline

Entice to read body copy

Entice to examine visuals

Never change typeface

Never rely upon body copy

Keep it simple & familiar

Be persuasive

Appeal to self-interest

Inject maximum information

Limit to five-eight words

Include the brand name

Guidelines for writing headlines


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Copywriting for Print Ads:

Subheads

Reinforce the headline

Include important information not

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

Functions


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This ad follows all the guidelines for

subheads.



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Body Copy

Straight-line copy

Dialogue

Testimonial

Narrative

Direct response copy

Techniques


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Body copy

It is the contextual component of the

advertisement and tells a complete story of a

brand.

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Straight Line

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15PPT 12-15


Body Copy

Guidelines

Vary sentence

and paragraphlength

Involve the reader

Provide support

for the unbelievable

Avoid clichs and

superlatives

Use present tense

Use singular nounsand verbs

Use active verbs

Use familiar words

and phrases


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No headline,

no subhead,

no bodycopydoes

this ad still

work?



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18PPT 12-18

Copywriting for Cyberspace

Cybercopy is often rooted in techno-speak.

It is a medium where audiencehas a differentmeaning than in traditional media.

Audience often comes directly to adsnot passive

Other ads pop up

Copy is closer to print than broadcast

Cybercopy is often direct response

Rules for cybercopy are not all that different than forprint


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19PPT 12-19

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

ordetract from consumers understanding of the

message


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20PPT 12-20

Writing Radio opy

Music

Dialog Announcement

Celebrity announcer

Radio listeners are not active.

Radio has been called verbal wallpaper.

Radio can be the theater of the mind.

Formats:


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21PPT 12-21

Writing Radio Copy

Guidelines

Stress the main selling

points

Use sound and musiccarefully

Tailor the copy to the

time, place, and specific

audience

Use familiar language

Use short words and

sentences

Stimulate the imagination

Repeat the product name


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22PPT 12-22

Radio Production Process

8. Duplicate the tape and shipto stations

7. Mix the sound

6. Review the productionwith the advertiser

5. Edit the tape1. Solicit bids from

production houses

4. Plan special elements,produce the tape

3. Select the talent

2. Review bids, award job,submit estimate


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23PPT 12-23

Writing Copy for TV

Can create a mood Opportunity to demonstrate with action

Words should not stand aloneuse visuals/special effects

Precisely coordinate audio/visual

Storyboard is the roadmap


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24PPT 12-24

Television Advertising

Formats

Demonstration

Problem and solution

Music and song

Spokesperson

Dialogue

Vignette

Narrative


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25PPT 12-25

Guidelines for Writing TV Copy

Be flexible

Use copy judiciously

Reflect the brands

personality and image

Build campaigns

Use the video

Support the video

Coordinate the audiowith the video

Entertain but sell the

product


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26PPT 12- 26

Slogans

Short phrases used to . . .

Increase memorability

Help establish an image, identity or position for a

brand or organization

Good slogans can . . .

Be an integral part of brands image

Act as shorthand identification for the brand

Provide information about the brands benefits


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27PPT 12-27

Common Mistakes in

Copywriting

Vagueness

Wordiness

Triteness (clichs)

Creativity for creativitys sake


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Copy Approval Process

Senior Executives

Product Manager, Brand

Manager, Marketing Staff

Client

Account Management TeamLegal Department

Agency

Senior WriterCreative Director

Copywriter

Account Planning


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Art Direction and Production

The Evolution from Words to Pictures

Improved technology

Advantages of visuals over text

Brand images are built better with visuals.

Visuals can be protected legally.

Visuals are more portable than words across cultures.

Visuals allow placing the brandin a social context.


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Illustration

Definition:

The actual drawing,

painting, photography,

or computer-generated

art in the ad

Purposes: Attract attention

Make the brand heroic

Communicate product

features or benefits Create a mood, feeling,

or image

Stimulate reading of the

body copy Create the social context

for the brand


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Illustration Components

Size

Color

Medium


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Illustration Formats

How the product or brand will appear aspart of the illustration

Formats include

Emphasizing the social context or meaningof the product

More abstract formats

Must be consistent withthe copy strategy


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Strategic and Creative Impact

of Illustration

Attracts attention of target segment and stimulatesinformation processing

Communicates brand value relative to targets decisionmaking criteria

Visually presents the creative strategy

Creates a mood for the brand

Creates an image for the brand

Makes concrete the values and benefits of the brandthat may be intangible


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Design

The structure and plan behind the structure for the aesthetic and stylistic

aspects of a print advertisement

Design is the effort on the part of creative to physically arrange all the

components of a print ad in such a way that beauty and order are achieved.


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Principles of Design

Balance

(Formal)


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Formal balance can create a very

orderly look and feel.


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Balance

(Informal)


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Informal balance emphasizes

asymmetry. It should not be

interpreted on imbalance.

Components of different size,

shape, colors are arranged in amore complex relationship

providing asymmetric balance

to all


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Proportion Size and tonalrelationships

between different

elements in the ad. It

consider depth and

width proportion of

ad, size of one

element to another


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Order


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Emphasis


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Emphasis in an ad will lead the reader to focus on one

layout element more than another.


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Layout

1. Thumbnails

2. Rough layout

3. Comprehensive

4. Mechanicals


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Print Production Processes Letterpress

Offset lithography

Gravure

Flexography

Electronic, laser, inkjet

Computer print production


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Typography

A i i d d i


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Art Direction and Production

in Cyberspace

Cyberspace is its own medium.

The audience is not passive.

At present, it is closer to print than TV.

Revision can be done instantaneously.

Persuasive content versus entertainment

is a challenge.


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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 gets you to notice the brand.

TV production is complex, with many people

and requires tremendous organizational

skills.

Th C i T i


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The Creative Team in

Television Advertising

Creative Director (CD) Art Director (AD)

Copywriter

Account Executive (AE)

Executive Producer

Producer

Agency

Participants

Production Company

Participants

Director Producer

Production Manager

Camera Department

Art Department

Editors

C ti G id li f


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Creative Guidelines for

TV Advertising

Use an attention-getting opening

Emphasize the visual

Coordinate the audio with the visual Persuade as well as entertain

Show the product

P d ti P f


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Production Process for

TV Advertising

Preproduction

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

P d ti P f


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Preproduction Process for

TV Advertising

Selection of location,sets, and cast

Creation of aproduction timetable

Review of bids from productionhouses and other suppliers

Assessment of directors, editorialhouses, and

music suppliers

Budget approval

Storyboard andscript approval


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Production Process

Filming the commercial, or the shoot

Involves large numbers of diverse people:

Creative performers

Trained technicians

Skilled laborers

Sets often feature tension and spontaneity

Typical commercial costs $100,000 to

$500,000


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Postproduction Process

Review rough cut (advertiser)

Review rough cut (agency)

Produce search track

Edit film

Screen dailies

Edit offline

Edit online

Prepare copies of tape

Transfer film to videotape

Mix film and sound

Record music

Record announcer

Send tapes to TV stations


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TV Production Options

Film

Still Production

Live Production

Videotape

Animation

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