1 ©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part Executing the Creative 11 1 ©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

Executing the Creative: Perspective It’s the creative principles that matter o Good writing o Effective visuals The world in which ads exist has changed o Media and technology o Economic environment o Social environment

3 ©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part The Creative Team and the Creative Brief 11 3 Copywriter Art Director Creative Team Creative Brief Media /Account Planner

4 ©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part Copywriters and Art Directors 11 4 Copywriting is the process of expressing the value and benefits a brand has to offer. A Creative Brief is the guide used in the copywriting process that specifies the message elements of advertising copy.

5 ©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part Copywriting for Print Ads: The Headline Purposes: Get attention Gives news about the brand Emphasizes brand claims Gives advice to the reader Selects targeted prospects Stimulates curiosity Establishes tone and emotion Identifies the brand 11 5

6 ©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part Here is a classic case of a headline offering the reader advice. © Courtesy Collect

7 ©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part Copywriting for Print Ads: Subhead: Appears above or below Headline Reinforce the headline Include important information and communicated in the headline Communicate key selling points or information quickly Stimulate more complete reading of the whole ad The longer the body copy, the more appropriate is the use of subheads 11 7

8 ©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part How does this ad follow all the guidelines for subheads? Created in house by Svetlana Electron Devices. Creative Director Jerri Batres; Photographer Jared Cassidy.

9 ©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part Copywriting for Print Ads: The Body Copy Techniques Straight-line copy Dialogue Testimonial Narrative Direct response copy 11 9

10 ©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part Copywriting for Print Ads: The Body Copy Guidelines Use present tense Use singular nouns and verbs Use active verbs Use familiar words and phrases Vary sentence and paragraph length Involve the reader Provide support for the unbelievable Avoid clichés and superlatives 11 10

11 ©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 11 No headline, no subhead, no body copy— does this ad still work? © Manolo Moran

12 ©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part Slogans/Taglines Short phrases used to… o Increase memorability o Help establish an image, identity or position for a brand or organization Good slogans can… o Be an integral part of brand’s image o Act as shorthand identification for the brand o Provide information about the brand’s benefits 11 19

13 ©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part Common Mistakes in Copywriting Vagueness Wordiness Triteness Bad taste –Attention getting, but simple minded Laundry lists of features Creativity for creativity’s sake 11 20

14 ©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part Illustration Definition The actual drawing, painting, photography, or computer-generated art in the ad. Purposes: Attract attention of the target audience Make the brand heroic Communicate brand features or benefits Create a mood, feeling or image Stimulate reading of the body copy Create a desire social context for the brand 11 23

15 ©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part Illustration Components 11 25

16 ©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part Design (and plan behind the structure) for the aesthetic and stylistic aspects of a print/digital advertisement Is the Structure ….

17 ©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part Principles of Design Balance (Formal): Symmetrical presentation of elements

18 ©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part Formal balance can create a very orderly look and feel. © MINI, A Division of BMW of North America, LLC

19 ©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part Principles of Design Balance (Informal): Asymmetrical weighing of non-similar shapes

20 ©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part Informal balance can create desired eye movement through an ad. Courtesy, First Base Imaging, London

21 ©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part Principles of Design Proportion

22 ©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part Principles of Design Order

23 ©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part Principles of Design Unity

24 ©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part Principles of Design Emphasis

25 ©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part Emphasis in an ad will lead the reader to focus on one layout element more than another. Courtesy of WestPoint Stevens, Inc. and Chillngworth\Reddng, inc.

26 ©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part Layout Thumbnails Rough Layout Comprehensive

27 ©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part Typography: Typeface and type size 11 38