1 Message Strategy

2 Context for Message Strategy Objectives Methods Message Strategy Advertising Strategy (Planning, Preparation, Placement) Advertising Strategy (Planning, Preparation, Placement)

3 Message Strategy: Objectives and Methods Method A: Repetition ads Method A: Repetition ads Method B: Slogan and jingle ads Method B: Slogan and jingle ads Objective #1: Promote brand recall Method A: Unique selling proposition (USP) ads Method A: Unique selling proposition (USP) ads Objective #2: Link key attributes to the brand name

4 Message Strategy: Objectives and Methods Method A: Reason-why ads Method A: Reason-why ads Method B: Hard-sell ads Method B: Hard-sell ads Method C: Comparison ads Method C: Comparison ads Method D: Testimonial ads Method D: Testimonial ads Method E: Demonstration ads Method E: Demonstration ads Method F: Infomercials Method F: Infomercials Objective #3: Persuade the consumer

5 Message Strategy: Objectives and Methods Method A: Feel good ads Method A: Feel good ads Method B: Humor ads Method B: Humor ads Method C: Sex-appeal ads Method C: Sex-appeal ads Objective #4: Affective Association

6 Message Strategy: Objectives and Methods Method A: Fear-appeal ads Method A: Fear-appeal ads Objective #5 Scare the consumer into action Anxiety ads Anxiety ads Social Anxiety ads Social Anxiety ads Objective #6: Change behavior by inducing anxiety

7 Message Strategy: Objectives and Methods Method A: Transformational ads Method A: Transformational ads Objective #7: Transform consumption experiences Method A: Slice-of-life ads Method A: Slice-of-life ads Method B: Branded Entertainment, Product placement, Short Internet Films, Madison & Vine Method B: Branded Entertainment, Product placement, Short Internet Films, Madison & Vine Objective #8: Situate the brand socially Image ads Image ads Objective # 9: Define the brand image

8 In the End…. Message development is where the advertising and brand battle is won or lost...  Creatives have to turn client wishes into effective advertising.  Creatives need to get into the mind of the consumer/target audience.  Advertisers need to merge culture and brand.

9 Copywriting

10 The Creative Team Creative Team Creative Concept Art Director Copywriter

11 Copywriting and the Creative Plan Copywriting is the process of expressing the value and benefits a brand has to offer. 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. A creative plan is the guideline that specifies the message elements of advertising copy.

12 Copywriting for Print Ads: The Headline  Gives news about the brand  Emphasizes brand claims  Gives advice to the reader  Selects targeted prospects  Stimulates curiosity  Establishes tone & emotion  Identifies the brand Functions

13 Here is a classic case of a headline offering the reader advice. Ad in Context Example

14 Copywriting for Print Ads: Subheads  Reinforce the headline  Include important information not 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 Functions

15 This ad follows all the guidelines for subheads. Ad in Context Example

16 Copywriting for Print Ads: The Body Copy  Straight-line copy  Dialogue  Testimonial  Narrative  Direct response copy Techniques

17 Copywriting for Print Ads: The Body Copy Guidelines  Vary sentence and paragraphlength  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

18 Copywriting for Cyberspace  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

19 Copywriting for Broadcast Advertising  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

20 PPT Writing Radio Copy –Music –Dialog –Announcement –Celebrity announcer  R adio listeners are not active.  Radio has been called “verbal wallpaper.”  Radio can be the “theater of the mind.”  Formats:

21 Writing Radio Copy Guidelines  Stress the main selling points  Use sound and music carefully  Tailor the copy to the time, place, and specificaudience  Use familiar language  Use short words and sentences  Stimulate the imagination  Repeat the product name

22 Radio Production Process 8. Duplicate the tape and ship to stations 7. Mix the sound 6. Review the production with the advertiser 5. Edit the tape 1. Solicit bids from production houses 4. Plan special elements, produce the tape 3. Select the talent 2. Review bids, award job, submit estimate

23 Writing Copy for TV  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

24 Television Advertising Formats  Demonstration  Problem and solution  Music and song  Spokesperson  Dialogue  Vignette  Narrative

25 Guidelines for Writing TV Copy  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

26 Slogans  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

27 Common Mistakes in Copywriting  Vagueness  Wordiness  Triteness  Creativity for creativity’s sake

28 Copy Approval Process Senior Executives Product Manager, Brand Manager, Marketing Staff Client Account Management Team Legal Department Agency Senior Writer Creative Director Copywriter Account Planning