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Marketing 3344
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Creative TeamCreative Team
Creative ConceptCreative Concept
Art Director
Art DirectorCopywriterCopywriter
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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.
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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
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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
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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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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
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This ad follows all the guidelines for subheads.
This ad follows all the guidelines for subheads.
Ad in Context Example
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Straight-line copyStraight-line copy DialogueDialogue TestimonialTestimonial NarrativeNarrative Direct response copyDirect response copy
Techniques
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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
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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
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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
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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
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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
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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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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
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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
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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
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Demonstration Problem and
solution Music and song Spokesperson
Dialogue Vignette Narrative
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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
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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
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Vagueness
Wordiness
Triteness
Creativity for creativity’s sake
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Senior Executives
Product Manager, Brand Manager, Marketing Staff
Client
Account Management Team
Legal DepartmentAgency
Senior WriterCreative Director
Copywriter
Account Planning