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Seminar 228.443:Advertising

Dr. Teri Shaffer

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IMC Campaign Outline Introduction Situation analysis SWOT analysis Key strategy decisions The creative plan

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The Creative Plan Creative process & person Creative strategy Writing print ads Writing radio ads Writing tv ads Writing interactive ads

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Creativity“…art of establishing new and meaningful

relationships between previously unrelated things in a manner that is relevant, believable, and in good taste but which somehow presents the product in a new light.” Leo Burnett

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Exhibit 13-1 (Page 409)

Creativity Is the Search for New and Different Viewpoints.

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The Creative Process Preparation---immersion and gathering raw

material Mental digestion---constantly thinking Incubation---daydreaming Illumination---idea appears out of nowhere Application---puts idea into action

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Brainstorming Group of

people to generate many ideas by playing off of each other’s ideas.

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Rules of Brainstorming Anything goes

No criticism The more the better

Quantity of ideas is directly related to quality of ideas

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The Creative Personality

We are all born with some degree of “creativity”

Creative people tend to be: Independent Self assertive Persistent Self disciplined Tolerant of ambiguity

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Creative Strategy What advertising is going to say How it will be said Best advertisements are: Simple Clear Definite focus

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Components of Creative Strategy Advertising objectives Target audience profile

Buying habits, lifestyles, & motivations Personal profile (Exhibit 13-8 on page 422)

Key consumer benefit (USP)

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Unique Selling Proposition (USP)

M & M’s--”Melts in Your Mouth, Not in Your Hands”

Maytag---Friendly Repairman

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Components of Creative Strategy Advertising objectives Target audience profile Key consumer benefit (USP) Strategic approach

Product positioning, appeals used, & how USP will be presented

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Positioning Statement“Hallmark is the most convenient greeting card because it offers the best selection, most thoughtful verse, and emotional content that matches the sender’s thoughts with the receiver’s needs. This results in a successful care purchase without spending a lot of time looking. There is a sense of reliability, comfort, and confidence in knowing that Hallmark will have the right card. The consumer’s choice can revolve around which card is best, rather than which card comes closest in either location or quality.”

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Components of Creative Strategy Advertising objectives Target audience profile Key consumer benefit (USP) Strategic approach

Product positioning, appeals used, & how will USP be presented

If no USP, other basic strategic approachesExhibit 13.9 on page 423

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Components of Creative Strategy Advertising objectives Target audience profile Key consumer benefit (U SP) Strategic approach Support

Provide writers with supporting details Tone, style, and manner

Brand personality to be conveyed

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Putting Strategy Into Writing Creative platform

Plan for more than one ad Copy platform

Plan for each ad

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Advertising Campaign

...a series of related advertisements that have a common theme, common slogan, and have a common set of advertising appeals

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Theme

General feeling or emotions

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Slogan

“Battle cry” of the advertiser ...a short written or verbal message “Come see the softer side of Sears.”

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Theme and Slogan Examples Pillsbury Doughboy Nothing spells loving

like something cooking in the oven.

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Theme and Slogan Examples Taco Bell Dog “Yo Quire Taco Bell”

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Advertising Appeals

Something that makes the product particularly attractive or interesting to the consumer. i.e. security, esteem

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Example: Advertising Appeals

Bayer Aspirin Relieves headaches Caffeine free Sodium free Pain relief Recognized brand name Reduces heart attacks Reduces inflammation from arthritis

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Words and Advertising

Copy Copywriter

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From the Internet Copywriting Tips (an extensive guide to

writing copy and creating ads) Nomm de Plume http://nomm.com/copywriting.htm

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Writing for Print Advertising Illustrations or visuals Body copy Slogans & taglines Logotypes or

signature cuts

Elements Headlines Overlines &

underlines Subheadings Captions

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Headlines Most important verbal element According to David Oglivy, it is 5x more

important than body copy Goal of headline: GAIN ATTENTION

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David Oglivy’s Techniques Promise a benefit

“I hate situps. I hate situps. I hate situps. I hate situps. I hate situps.” Rollarblade

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David Oglivy’s Techniques Inject news “Announcing the most significant fleet to

enter the Caribbean since the Nina, Pinta, and Santa Maria.” American Airlines

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David Oglivy’s Techniques Provide useful information “I know I should quit. Don’t tell me why,

tell me how.” Nicoderm

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David Oglivy’s Techniques Include Brand Name “The good news is Jeep Grand Cherokee is

now available with a V8. There is no bad news.”

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David Oglivy’s Techniques Select your target audience “Exactly how mad is she?” American

Floral Marketing Council

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David Oglivy’s Techniques Be specific “Fifteen dealerships into their search, Barry

and Cynthia Nelson felt like throwing in the towel.” Saturn

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Most Common Types of Headlines Benefit---promises a reward News---promises that if read, get

information Curiosity---intriguing question or creative

play on words

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Benefit Headline

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News Headline

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Curiosity Headline

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Subheadings Organizational headings Overline

Above headline Underline

After headline Smaller than headline but larger than copy

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Subheadings: Overline

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Subheading: Underline

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Captions Under or next to photographs or

illustrations Help reader interpret them

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Caption Doubles as Headline

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Body Copy Heart & substance Type is smaller than headline/subheadings Follow through on headline and illustration

theme “You approach”---writing to one person

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Structure of Body Copy Lead paragraph

Continues with main idea, transition to more specific selling points

Interior body copy Most of selling takes place

Closing paragraph Move reader to action

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Tagline Slogan Brita example: “Tap into great taste.”

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Types of Body Copy Straightforward Narrative

Uses a story to get point across Dialogue

Better suited for radio and television Dialogue between people Testimonial---person speaks to audience

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White Space Large areas

Openness, exclusivity, and simplicity Busyness

Excitement, curiosity

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Hallmark

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K2 Skates

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Balance Distribution of elements around imaginary

vertical line Formal balance---symmetrical Informal balance---asymmetrical

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Formal Balance

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Informal Balance

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Proportion Relationship in size between elements

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Parker Pen

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Color Reds = excitement Earth tones = warmth Greens = nature Blacks = richness and sophistication

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Intensity Brightness

Excitement Subdued

Peacefulness

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Contrast Lightness

or darkness Neiman Marcus

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Thumbnail SketchesPreliminary Sketches

Rough LayoutsAds Done to Size Without Attention to Looks

SemicompsLayout Drawn to Size, Used for Presentations

ComprehensivesArt is Finished, Designed to Impress Audience

MechanicalLargely Computer Based and Generated to Guide

Color Separations

General Steps in a Layout

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Writing for Outdoor 7 words or less for headline Great source for examples Outdoor Advertising Association of

America, Inc. http://www.oaaa.org/zzroutside/

OBIEAwards/OBIE2000Results.htm

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Outdoor Advertising

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Writing for Radio “Theater-of-the-mind” Dramatic use of voices, music, and sound

effects Write the way people speak Short sentences, fragments, and phrases 2 words per second

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Radio Formats Pitch format

Straight announcement Slice-of-life or situation format

Pitch for product at end Song format

Jingle Donut (song then announcement)

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Radio Scripts Single column Voices identified Sound effects noted

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Writing for Television Pictures tell the story Should be able to tell story without audio Example: Polaroid Key visual symbol

One frame sums up entire commercial

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Most Common Types of TV Ads Demonstration

Glad-Lock bags

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Most Common Types of TV Ads

Testimonials Ordinary person Expert endorsers Celebrity

endorsers

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Most Common Types of TV Ads Presenters “The talking head”

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Most Common Types of TV Ads Slice-of-Life Story

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Most Common Types of TV Ads Lifestyle/Emotion Focus on interests and activities

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Most Common Types of TV Ads Animation Claymation

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Humor Effective, but… Difficult to write Can overwhelm the product Wears out so need a large pool of ads Vampire creativity

People remember ad but not product/source

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Music Can set mood Jingles can serve as memory devices

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Writing for Television Storyboards Roughly sketched

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Storyboard

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Writing for Television Storyboards Roughly sketched Photoboard

Still photographs Exhibit 15-9

Stealamatic Steal footage from other commercials

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Writing for Interactive Media Web sites Banner ads

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Guidelines Sensitive to time it takes to retrieve

information Response and feedback mechanisms Dynamic Worldwide so prepare for response IMC

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Criteria for a Good Ad

“BDMS” Believable Distinctive Memorable Simple