Advertising and Integrated brand

management
1
Module
3 & 4
2
Lecture outline
Message strategy
Copy writing
Art direction and Production
3
4
The Creative Team
Creative Team
Creative Concept
Art Director Copywriter
5
Copywriting and the Creative
Plan
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.
6
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
7
Here is a classic case of a headline offering
the reader advice.
Ad in Context Example
8
Copywriting for Print Ads: The
Headline


Entice to read body copy
Entice to examine visuals
Never change typeface
Never rely upon body copy
Keep it simple & familiar


Be persuasive
Appeal to self-interest

Inject maximum information
Limit to five-eight words
Include the brand name
Guidelines for writing headlines
9
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
10

This ad follows all the guidelines for
subheads.
Ad in Context Example
11
Copywriting for Print Ads: The
Body Copy
Straight-line copy
Dialogue
Testimonial
Narrative
Direct response copy
Techniques
Body copy
It is the contextual component of the
advertisement and tells a complete story of a
brand.
12
Straight line copy
Explains in straight forward terms why a reader will
benefit from use of a brand
Testimonial
Uses dialogue as if the spoke person is having a one
side conversation with the reader.
Narrative
Body copy simply displays a series of statements about
the brand
Direct Response copy
Trying the highlight the urgency of acting immediately.
(sales promotion, contest, rebates etc)
13
Straight Line
14
15
PPT 12-15
Copywriting for Print Ads: The
Body Copy


Guidelines
Vary sentence
and paragraph
length
Involve the reader
Provide support
for the unbelievable
Avoid clichs and
superlatives

Use present tense
Use singular nouns
and verbs
Use active verbs
Use familiar words
and phrases
16
Ad in Context Example
17
No headline,
no subhead,
no body
copydoes
this ad still
work?
Ad in Context Example
18
PPT 12-18
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 adsnot 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
PPT 12-19
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 12-20
Writing Radio Copy

Music
Dialog
Announcement
Celebrity announcer
Radio listeners are not active.
Radio has been called verbal wallpaper.
Radio can be the theater of the mind.
Formats:
21
PPT 12-21
Writing Radio Copy
Guidelines
Stress the main selling
points
Use sound and music
carefully
Tailor the copy to the
time, place, and specific
audience
Use familiar language
Use short words and
sentences
Stimulate the imagination
Repeat the product name
22
PPT 12-22
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
PPT 12-23
Writing Copy for TV
Can create a mood
Opportunity to demonstrate with action
Words should not stand aloneuse visuals/special effects
Precisely coordinate audio/visual
Storyboard is the roadmap
24
PPT 12-24
Television Advertising
Formats
Demonstration
Problem and solution
Music and song
Spokesperson
Dialogue
Vignette
Narrative
25
PPT 12-25
Guidelines for Writing TV Copy
Be flexible
Use copy judiciously
Reflect the brands
personality and image
Build campaigns


Use the video
Support the video
Coordinate the audio
with the video
Entertain but sell the
product
26
PPT 12- 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 brands image
Act as shorthand identification for the brand
Provide information about the brands benefits
27
PPT 12-27
Common Mistakes in
Copywriting
Vagueness
Wordiness
Triteness (clichs)
Creativity for creativitys 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
1329
Art Direction and Production
The Evolution from Words to Pictures
Improved technology
Advantages of visuals over text
Brand images are built better with visuals.
Visuals can be protected legally.
Visuals are more portable than words across cultures.
Visuals allow placing the brand
in a social context.
1330
Illustration
Definition:
The actual drawing,
painting, photography,
or computer-generated
art in the ad


Purposes:
Attract attention
Make the brand heroic
Communicate product
features or benefits
Create a mood, feeling,
or image
Stimulate reading of the
body copy
Create the social context
for the brand
1331
Illustration Components
Size
Color
Medium
1332
Illustration Formats
How the product or brand will appear as
part of the illustration
Formats include
Emphasizing the social context or meaning
of the product
More abstract formats
Must be consistent with
the copy strategy
1333
Strategic and Creative Impact
of Illustration
Attracts attention of target segment and stimulates
information processing
Communicates brand value relative to targets decision
making criteria
Visually presents the creative strategy
Creates a mood for the brand
Creates an image for the brand
Makes concrete the values and benefits of the brand
that may be intangible
1334
Design
The structure and plan behind the structure for the aesthetic and stylistic
aspects of a print advertisement

Design is the effort on the part of creative to physically arrange all the
components of a print ad in such a way that beauty and order are achieved.
1335
Principles of Design
Balance
(Formal)
1336
Formal balance can create a very
orderly look and feel.
1337
Principles of Design
Balance
(Informal)
1338
Informal balance emphasizes
asymmetry. It should not be
interpreted on imbalance.
Components of different size,
shape, colors are arranged in a
more complex relationship
providing asymmetric balance
to all
1339
Principles of Design
Proportion
Size and tonal
relationships
between different
elements in the ad. It
consider depth and
width proportion of
ad, size of one
element to another
40
1341
Principles of Design
Order
42
1343
Principles of Design
Emphasis
1344
Emphasis in an ad will lead the reader to focus on one
layout element more than another.
1345
Layout
1. Thumbnails
2. Rough layout
3. Comprehensive
4. Mechanicals
1346
Print Production Processes
Letterpress
Offset lithography
Gravure
Flexography
Electronic, laser, inkjet
Computer print production
1347
Typography
1348
Art Direction and Production
in Cyberspace
Cyberspace is its own medium.
The audience is not passive.
At present, it is closer to print than TV.
Revision can be done instantaneously.
Persuasive content versus entertainment
is a challenge.
1349
Art Direction in Television Advertising
TV has changed the face of advertising.
TV is about moving visuals.
It can leave impressions, set moods, tell
stories.
It gets you to notice the brand.
TV production is complex, with many people
and requires tremendous organizational
skills.
1350
The Creative Team in
Television Advertising
Creative Director (CD)
Art Director (AD)
Copywriter
Account Executive (AE)
Executive Producer
Producer
Agency
Participants
Production Company
Participants
Director
Producer
Production Manager
Camera Department
Art Department
Editors
1351
Creative Guidelines for
TV Advertising
Use an attention-getting opening
Emphasize the visual
Coordinate the audio with the visual
Persuade as well as entertain
Show the product
1352
Production Process for
TV Advertising
Preproduction
Multiple activities that occur prior to
filming the commercial
Production (shoot)
Activities that occur during filming
Postproduction
Activities that occur after filming to ready
the commercial
1353
Preproduction Process for
TV Advertising
Selection of location,
sets, and cast
Creation of a
production timetable
Review of bids from production
houses and other suppliers
Assessment of directors, editorial
houses, and
music suppliers
Budget approval
Storyboard and
script approval
1354
Production Process
Filming the commercial, or the shoot
Involves large numbers of diverse people:
Creative performers
Trained technicians
Skilled laborers
Sets often feature tension and spontaneity
Typical commercial costs $100,000 to
$500,000
1355
Postproduction Process
Review rough cut (advertiser)
Review rough cut (agency)
Produce search track
Edit film
Screen dailies
Edit offline
Edit online
Prepare copies of tape
Transfer film to videotape
Mix film and sound
Record music
Record announcer
Send tapes to TV stations
1356
TV Production Options
Film
Still Production
Live Production
Videotape
Animation