1. The Creative and Message Strategy

2. Define creative marketing communication and explain how it leads to a Big Idea
Describe the characteristics of creative people and their creative process
Discuss key creative strategy approaches
Outline the key parts of a creative brief

3. Art and Science of Creative
The ROI of effective advertising
Relevant, original, and has impact
The Big Idea (content idea)
Implements the advertising strategy so that the message is both attention getting and memorable
The Creative Leap
Jumping from the strategy statement to an original idea that conveys the strategy in an interesting way

4. Creative Thinking Free association Divergent thinking
Creates the juxtaposition of two seemingly unrelated thoughts
Divergent thinking
Uses exploration to search for all possible alternatives
Analogies and metaphors
Used to see new patterns or relationships
Right-brain thinking
Intuitive, nonverbal, and emotion-based thinking

5. Creative Characteristics
Creative Thinking
Creative Roles
Copywriters and art directors develop the creative concept and draft the execution of the advertising idea
The Creative Person
In advertising, creativity is both a job description and a goal
Creative Characteristics
Problem solving
Ability to visualize
Openness to new experiences
Conceptual thinking

6. Creative Strategy Creative strategy What the advertisement says
Where the art and science of advertising come together
A Big Idea must be
Creative
Strategic
Creative strategy
What the advertisement says
message strategy
Creative execution
How it is said

7. Message Objectives
Perception: create attention, awareness, interest, recognition, and recall
Cognitive: deliver information and understanding
Affective: touch emotions and create feelings
Persuasion: change attitudes, create conviction and preference
Transformation: establish brand identity and associations
Behavior: stimulate some form of action

8. Head and Heart Strategies
Two basic approaches to translating message objectives into strategy
Hard- and Soft-Sell strategies
Hard Sell: touches the mind and creates a response based on logic
Soft Sell: uses emotional appeals or images to create a response

9. Head and Heart Strategies
Most advertising messages use a combination of two basic literary techniques to reach the head or the heart of the consumer
Lectures and Dramas
Lecture: a serious instruction given verbally
Drama: relies on the viewer to make inferences

10. Facets of Creative Strategy
Drive Perception
Attention and awareness
Interest
Memory
Drive Cognition
These messages get consumers to learn about products by focusing on a product’s features

11. Facets of Creative Strategy
Touch Emotions
Highlight psychological attraction of the product to the target audience through emotional responses
Persuade
Appeal
Selling premises
Conviction

12. Facets of Creative Strategy
Transform Product
Branding
Image advertising is used to create a representation in the customer’s mind
Associations
Drive Action
A signature that serves to identify the company or brand
Also serves as a call to action if it gives direction to the consumer about how to respond

13. Message Approaches Straightforward Demonstration Comparison
Problem solving/Problem avoidance
Humor
Slice of Life
Spokesperson
Teasers
Shockvertising

14. Planning and Managing Creative Strategy
Creative brief
Prepared by the account planner, summarizes the marketing and advertising strategy
Vary in format, but must combine basic strategy decisions
Strategy Decisions
The problem
The objectives
The target market
Positioning strategy
Type of creative strategy
Selling premise
Execution suggestions

15. Planning and Managing Creative Strategy
Message execution
The form in which the ad’s message is presented
Message tone
Reflects the emotion or attitude behind the ad
Global campaigns
Require ad work that addresses advertising objectives and reflects the positioning strategy
Usually desirable to adapt the creative execution to the local market

16. The Go/No-Go Decision
Assess the effectiveness of the ad’s creative features
Structural analysis
Copy testing

17. Copywriting Explain the basic style used for copy writing
Describe the various elements of a print ad
Explain the message characteristics and tools of radio advertising
Discuss the major elements of television commercials
Discuss how Web advertising is written

18. Copywriting: The Language of Advertising
Four types of ads in which words are crucial
If the message is complicated
If the ad is for a high-involvement product
Information that needs definition and explanation
If a message tries to convey abstract qualities
Copywriter
person who shapes and sculpts the words in ads

19. Advertising Writing Style
Copy should be as simple as possible
Should have a clear focus and try to convey only one selling point
Every word counts; space and time are expensive
Practical Tips
Be succinct
Be single-minded
Be specific
Get personal
Keep a single focus
Be controversial
Be original
Use variety
Use imaginative description

20. Advertising Writing Style
Tone of voice
To develop the right tone of voice, copywriters write to the target audience as if they were in a conversation
Grammar
Copywriters must know the rules of grammar, syntax, and spelling, though they will play with a word or phrase to create an effect
Adese
Formulaic advertising copy
Brag-and-boast copy

21. Copywriting for Print Display copy Body copy The Headline
Elements readers see in their initial scanning
Body copy
Elements that are designed to be read and absorbed
The Headline
Key element in print advertising
Conveys the main message
Works with the visual to get attention and communicate creative concept

22. How to Write Headlines
A good headline will attract those who are prospects
The headline must work in combination with the visual to stop and grab the reader’s attention
The headline must identify the product and brand, and start the sale
The headline should lead readers into the body copy
Direct-action headlines
Indirect-action headlines

23. How to Write Other Display Copy
Captions
Have the second-highest readership and serve an information function
Subheads
Sectional headlines used to break up a large block of copy
Taglines
Short, catchy, memorable phrases used at the end of an ad to complete the creative idea

24. How to Write Other Display Copy
Slogans
Repeated from ad to ad as part of a campaign or long-term brand identity effort
Can also be used as taglines
Slogan Techniques
Direct address
A startling or unexpected phrase
Rhyme, rhythm, alliteration
Parallel construction
Cue for the product
Music

25. How to Write Body Copy Body copy Lead paragraph Closing paragraph
The text of the ad
Primary role is to maintain the interest of the reader
Lead paragraph
The first paragraph of the body copy
Where people test the message and see if they want to read it
Closing paragraph
Refers back to the creative concept and wraps up the Big Idea
Call to action

26. Print Media Requirements
All media in the print category all use the same copy elements
The way these elements are used varies with the objective for using the medium
Newspapers
Copy does not have to work as hard to catch audience’s attention
Straightforward and informative
Writing is brief

27. Print Media Requirements
Magazines
Better quality ad production
Ads can be more informative and carry longer copy
Directories
Use a headline that focuses on the service or store’s personality
Little space for explanations

28. Print Media Requirements
Posters and Outdoor
Primarily visual
Words try to catch the consumer’s attention and lock in ideas
An effective poster marries words with visuals
Product Literature
Also called collateral
Used in support of an ad campaign
Typically a heavy copy format

29. How to Write Radio Copy
Must be simple enough for consumers to grasp, but intriguing enough to prevent them from switching the station
Ability of the listener to remember facts is difficult
Theater of the mind
The story is visualized in the listener’s imagination

30. How to Write Radio Copy Voice Music Sound effects Radio Guidelines
Keep it personal
Speak to listener’s interests
Wake up the inattentive
Make it memorable
Include call to action
Create image transfer

31. How to Write Television Copy
Moving action makes television so much more engaging than print
The challenge is to fuse the images with the words to present a creative concept and a story
Storytelling is one way copywriters can present action in a television commercial more powerfully than in other media

32. Tools of Television Copywriting
Video
Audio
Voice-over
Off camera
Other TV Tools
The copywriter must describe all of these in the TV script
Talent
Announcers
Spokespersons
Character types
Celebrities

33. Planning the TV Commercial
What’s the Big Idea
What’s the benefit
How can you turn that benefit into a visual element
Gain the viewer’s interest
Focus on a key visual, Be single minded
Observe rules of good editing
Try to show the product

34. Planning the TV Commercial
Copywriters must plan
Length of the commercial
Shots in each scene
Key visual
Where and how to shoot the commercial
Scenes
Segments of action that occur in a single location
Key frames
The visual that sticks in one’s mind

35. Scripts and Storyboards
The written version of the commercial’s plan
Prepared by the copywriter
Storyboard
The visual plan or layout of the commercial
Prepared by the art director

36. Writing for the Web More interactive than any other mass medium
Copywriter challenged to attract people to the site and manage a dialogue-based communication experience
Banners
Most common form of online advertising

37. Writing for the Web Web ads Other Web formats
Create awareness and interest in a product and build a brand image
Focus on maintaining interest
Other Web formats
Games
Pop-up windows
Daughter windows
Side frames

38. Global Environment Language affects the creation of the advertising
Standardizing copy content by translating the appeal into the language of the foreign market is dangerous
Use bilingual copywriters who can capture the essence of the message in the second language
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