Seminar 228.443: Advertising
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Transcript of Seminar 228.443: Advertising
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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