Marketing 3344

Creative TeamCreative Team

Creative ConceptCreative Concept

Art Director

Art DirectorCopywriterCopywriter

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.

4PPT 12-4

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

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

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

Reinforce the headline Reinforce the headline Include important information Include important information not not communicated in the communicated in the headlineheadline Communicate key selling points Communicate key selling points or or information quicklyinformation quickly Stimulate more complete Stimulate more complete reading 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

This ad follows all the guidelines for subheads.

This ad follows all the guidelines for subheads.

Ad in Context Example

Straight-line copyStraight-line copy DialogueDialogue TestimonialTestimonial NarrativeNarrative Direct response copyDirect response copy

Techniques

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

This ad is full of body copy. Are the guidelines for using body copy being followed?

This ad is full of body copy. Are the guidelines for using body copy being followed?

Ad in Context Example

No headline, no subhead, no body copy—does this ad still work?

No headline, no subhead, no body copy—does this ad still work?

Ad in Context Example

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

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

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:

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

8. Duplicate the tape 8. Duplicate the tape and and ship to stationsship to stations

7. Mix the sound 7. Mix the sound

6. Review the 6. Review the production production with the with the advertiseradvertiser

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 2. Review bids, award job, job, submit estimatesubmit estimate

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

Demonstration Problem and

solution Music and song Spokesperson

Dialogue Vignette Narrative

20PPT 12-20

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

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

Vagueness

Wordiness

Triteness

Creativity for creativity’s sake

Senior Executives

Product Manager, Brand Manager, Marketing Staff

Client

Account Management Team

Legal DepartmentAgency

Senior WriterCreative Director

Copywriter

Account Planning