1 message strategy 2 context for message strategy objectives methods message strategy advertising...
Post on 28-Dec-2015
230 Views
Preview:
TRANSCRIPT
1
Message Strategy
2
Context for Message Strategy
ObjectivesObjectives MethodsMethods
Message StrategyMessage Strategy
Advertising Strategy(Planning, Preparation, Placement)Advertising Strategy(Planning, Preparation, Placement)
3
Message Strategy: Objectives and Methods
• Method A: Repetition adsMethod A: Repetition ads
• Method B: Slogan and jingle Method B: Slogan and jingle adsads
Objective #1:Objective #1:Promote brand recallPromote brand recall
• Method A: Unique selling Method A: Unique selling proposition (USP) ads proposition (USP) ads
Objective #2:Objective #2:Link key attributes to Link key attributes to the brand namethe brand name
4
Message Strategy: Objectives and Methods
• Method A: Reason-why adsMethod A: Reason-why ads
• Method B: Hard-sell adsMethod B: Hard-sell ads
• Method C: Comparison adsMethod C: Comparison ads
• Method D: Testimonial adsMethod D: Testimonial ads
• Method E: Demonstration adsMethod E: Demonstration ads
• Method F: InfomercialsMethod F: Infomercials
Objective #3:Objective #3:Persuade the consumerPersuade the consumer
5
Message Strategy: Objectives and Methods
• Method A: Feel good adsMethod A: Feel good ads
• Method B: Humor adsMethod B: Humor ads
• Method C: Sex-appeal adsMethod C: Sex-appeal ads
Objective #4: Objective #4: Affective Affective AssociationAssociation
6
Message Strategy: Objectives and Methods
• Method A: Fear-appeal Method A: Fear-appeal adsads
Objective #5 Scare the Objective #5 Scare the consumer into actionconsumer into action
• Anxiety adsAnxiety ads• Social Anxiety adsSocial Anxiety ads
Objective #6: Change Objective #6: Change behavior by inducing behavior by inducing anxietyanxiety
7
Message Strategy: Objectives and Methods
• Method A: Transformational Method A: Transformational adsads
Objective #7: Transform Objective #7: Transform consumption experiencesconsumption experiences
• Method A: Slice-of-life adsMethod A: Slice-of-life ads
• Method B: Branded Method B: Branded Entertainment, Product Entertainment, Product placement, Short Internet placement, Short Internet Films, Madison & Vine Films, Madison & Vine
Objective #8: Situate the Objective #8: Situate the brand sociallybrand socially
• Image adsImage adsObjective # 9: Define the Objective # 9: Define the brand imagebrand image
8
In the End….
Message development is where the advertising and brand battle is won or lost . . . Creatives have to turn client wishes into
effective advertising. Creatives need to get into the mind of the
consumer/target audience. Advertisers need to merge culture and
brand.
9
Copywriting
10
The Creative Team
Creative TeamCreative Team
Creative ConceptCreative Concept
Art DirectorArt DirectorCopywriterCopywriter
11
Copywriting and the Creative Plan
Copywriting is
the process of
expressing the
value and
benefits a brand
has to offer.
Copywriting is
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.
A creative plan is
the guideline that
specifies the
message
elements of
advertising copy.
12
Copywriting for Print Ads: The Headline
Gives news about the brandGives news about the brand
Emphasizes brand claimsEmphasizes brand claims
Gives advice to the readerGives advice to the reader
Selects targeted prospectsSelects targeted prospects
Stimulates curiosityStimulates curiosity
Establishes tone & emotionEstablishes tone & emotion
Identifies the brandIdentifies the brand
Functions
13
Here is a classic case of a headline offering the reader advice.
Here is a classic case of a headline offering the reader advice.
Ad in Context Example
14
Copywriting for Print Ads: Subheads
Reinforce the headline Reinforce the headline
Include important information not Include important information not
communicated in the headlinecommunicated in the headline
Communicate key selling points or Communicate key selling points or
information quicklyinformation quickly
Stimulate more complete reading Stimulate more complete reading
of the whole adof the whole ad
The longer the body copy, the The longer the body copy, the
more appropriate is the use of more appropriate is the use of
subheadssubheads
Functions
15
This ad follows all the guidelines for subheads.
This ad follows all the guidelines for subheads.
Ad in Context Example
16
Copywriting for Print Ads: The Body Copy
Straight-line copyStraight-line copy
DialogueDialogue
TestimonialTestimonial
NarrativeNarrative
Direct response copyDirect response copy
Techniques
17
Copywriting for Print Ads: The Body Copy
Guidelines
Vary sentence and paragraph length
Involve the reader
Provide support for the unbelievable
Avoid clichés and superlatives
Use present tense
Use singular nouns and verbs
Use active verbs
Use familiar words and phrases
18
Copywriting for Cyberspace
Cybercopy is often rooted in techno-speak.
It is a medium where audience has a different meaning than in traditional media.
– Audience often comes directly to ads—not 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 for print
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 or detract from consumers’ understanding of the message
20PPT 12-20
Writing Radio Copy
– 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:
21
Writing Radio Copy
Guidelines
Stress the main selling points
Use sound and music carefully
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
22
Radio Production Process
8. Duplicate the tape and 8. Duplicate the tape and ship to stationsship to stations
7. Mix the sound 7. Mix the sound
6. Review the production 6. Review the production with the advertiserwith the advertiser
5. Edit the tape5. Edit the tape1. Solicit bids from 1. Solicit bids from production housesproduction houses
4. Plan special elements, 4. Plan special elements, produce the tapeproduce the tape
3. Select the talent3. Select the talent
2. Review bids, award job, 2. Review bids, award job, submit estimatesubmit estimate
23
Writing Copy for TV
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
24
Television Advertising Formats
Demonstration
Problem and solution
Music and song
Spokesperson
Dialogue
Vignette
Narrative
25
Guidelines for Writing TV Copy
Be flexible
Use copy judiciously
Reflect the brand’s personality and image
Build campaigns
Use the video
Support the video
Coordinate the audio with the video
Entertain but sell the product
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 brand’s image
– Act as shorthand identification for the brand
– Provide information about the brand’s benefits
27
Common Mistakes in Copywriting
Vagueness
Wordiness
Triteness
Creativity for creativity’s sake
28
Copy Approval Process
Senior Executives
Product Manager, Brand Manager, Marketing Staff
Client
Account Management TeamLegal Department
Agency
Senior WriterCreative Director
Copywriter
Account Planning
top related