3 Creative BriefA creative brief (strategy or work plan) is a short statement that clearly defines the audience, how consumers think or feel and behave, what the communication should accomplish, and the promise that will create a bond between the consumer and the brand.
4 Communication objective Creative Work PlanKey observationCommunication objectiveConsumer insightPromise and supportAudienceMandatories
7 Coca-Cola’s Slogans Open Happiness (2009) The Coke Side of Life (2006) Life Tastes Good (2001)Always Coca-Cola (1993)Can’t Beat the Real Thing (1990)Red, White and You (1986)Coke is It! (1982)Have a Coke and a Smile (1979)I’d Like To Buy the World a Coke (1971)
8 Good Taglines… Creatively mention the clinching benefit Get to the point in as few words as possibleHave a “ring” to themAre easy and fun to repeatTypically have meaning beyond the brand
10 Effective Copy is… Succint: As short as can be. Single-Minded: One idea at a time.Specific: Hones in on what’s important.Personal: Feels like someone is addressing my needs and talking to me directly.Conversational: Uses informal, direct conversational language.Original: Doesn’t use clichés. No “ad-ese”.Vivid: Stirs the imagination.Daring: Ok to occasionally break grammatical rulesAssertive Yet Humble: No “brag-and-boast”.
11 More Copywriting Guidance When you’re not sure how to phrase it, for starters write “like a Caveman”. Then add structure…Even one extraneous or mis-ued word is one too many. Edit ruthlessly!Use simple, direct language; Keep phrases, sentences and paragraphs as short as possible.Make it look inviting to read (lots of whitespace).Repeat yourself repeatedly, especially at the close.No “naked” superlatives – adorn them with specifics, fact, testimonial, or at the very least convincing verbiage.Example: Say “The world’s most comfortable beds” not “The world’s highest-quality beds.”
13 Ad Structure Promise of benefit (headline) Spelling out of promise (subheadline)Amplification of storyProof of claimAction to take
14 Evaluating an Effective Headline Does it start with short, simple words?Does it invite the prospect to read more?Does it include a thought-provoking or emotion-provoking idea?Are the words selective, appealing only to prime prospects?Does it give sufficient information for those who read only the headline?
15 Print Ad AnatomyThe Headline is part of the visual that attracts interest.The Subhead elaborates on the headline and transitions from headline to copy.The Copy (Body Copy) gives the details.
16 AmplificationThe body copy amplifies what was announced in the headline or subheadline
18 Print Media – Special Considerations Newspapers: Copy can be straightforward, a list of facts.Magazines: Copy should be more “poetic”, metaphorical and engaging.Directories: Short and sweet. Uncomplicated.Posters and Outdoor: Primarily visual, although headline must be bold and capture attention and interest quickly words max. Play on words is typical.Collateral: Can be more explanatory, detail-driven.
20 TV Commercials: Guidance Words should interpret the picture and advance thought.Show rather than tell.Plan for pace of scene changes.Remember that TV is a medium of close-ups.Time the commercial a second or two short to provide time for action.Include text and subtext (but usually more text).
21 TV Commercials: Guidance Show the brand name and any other important informationState ONE basic idea, support it and, if possible, demonstrate it.Read audio aloud to catch tongue twisters.Keep sentences short; use everyday words.Describe scene instructions thoroughly (use standard script formats)
28 Elements of a Good Radio Commercial Be single-minded and focusedTalk directly to the consumerPractice the “Story-weave Technique”Use sound creatively – it’s all you have!Think about voice castingUse plain, conversational EnglishWrite in simple, short sentences with one thought per sentence.
29 More Radio GuidanceMatch the conversational style of the target audience.Music should match the ad’s mood or tone of voice.Repetition is key, but don’t be annoying.Include a call to action.
33 Activity: Creating a Tagline Choose a brand and message theme for the brandDevelop 5 tagline possibilities for the message theme/brand.Rank the taglines and state why you like or dislike them.Choose your top tagline!
34 Activity: Creating a Print Ad Develop a general ad concept / ad objectiveCreate your: (1) Headline, (2) Subhead, (3) Body Copy and (3) Art/VisualsDetermine how the above will be laid outEdit your Headline, Subhead and Body Copy (one round of edits)
35 Activity: Creating a TV commercial Develop a general ad concept / theme with objective.Write a brief paragraph description of what will happen in your commercial, discussing characters, actions and locations.Write the script for a 30-second spot.