11

Executing the Creative

2012 Cengage Learning. All Rights Reserved.

Executing the Creative: Perspective

Its the creative principles that

matter
o
o

Good writing
Effective visuals

The world in which ads exist has

changed
o
o
o

Media and technology

Economic environment
Social environment

The Creative Team and the

Creative Brief
Copywriter

Art Director

Media /Account
Planner

Creative Team

Creative Brief

Copywriters and Art Directors

Copywriting

A Creative

is the process

Brief is the

of

guide used in the

expressing the

copywriting

value and
benefits a

process
that specifies
the message

brand

elements of

has to offer.

advertising copy.

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

 Courtesy 1-800-Collect

Here is a
classic case of
a headline
offering the
reader advice.

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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
Appears above
above or
or below
below
Headline
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

for subheads?

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Created in house by Svetlana Electron Devices. Creative Director Jerri Batres; Photographer Jared
Cassidy.

How does
this ad follow
all the guidelines

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

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 clichs

 Manolo Moran

No headline, no subhead, no body

copydoes this ad still work?

11
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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 Broadcast

Advertising
Different opportunities due to
sight and sound
Inherent limitations
o

Broadcast ads offer a fleeting message

Broadcast employs more sensory devices

which can ad or detract from consumers
understanding of the message

Writing Radio Copy

Radio listeners are not active.
Radio has been called verbal
wallpaper
Radio can be the theater of the
mind
Formats:
o Music
o Dialog
o Announcement
o Celebrity announcer

Writing Radio Copy

Guidelines
Get attention/get
to the point!
Use common
familiar language
Use short words
and sentences
Stimulate the
imagination
Repeat the brand
name

Stress the main

selling points
Use sound and
music carefully
Tailor the copy to
the time, place,
and specific
audience

Writing Copy for Television/Video

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

Writing Television Copy

Guidelines
Use the video
Support the video
Coordinate the
audio with the
video
Entertain but sell
the brand
Be flexible

Use copy
judiciously
Reflect the brands
personality and
image
Build campaigns

Copywriting for Digital/Interactive

Media
Hybrid of print and broadcast
copy
Audience has different
meaning in digital
o

More incentive to read

Much of the copy is direct response

Audience may interact with ad

Print and broadcast recommendations for

copywriting apply to digital

Copywriting Approaches to
Digital/Interactive Advertising
Long-copy landing page
Short-copy landing page
Long-copy email
Teaser email copy
Pop-up/pop-under copy
Social media copy

Slogans/Taglines
Short phrases used to
o
o

Increase memorability
Help establish an image, identity or
position for a brand or organization

Good slogans can

o
o
o

Be an integral part of brands image

Act as shorthand identification for the
brand
Provide information about the brands
benefits

Common Mistakes in Copywriting

Vagueness
Wordiness
Triteness
Bad taste
Attention getting, but simple minded

Laundry lists of features

Creativity for creativitys sake

Copy Approval Process

Account Management
Team
Legal Department
Account Planning

Copywriter

Product Manager, Brand

Manager, Marketing Staff

Senior Writer
Creative Director

Senior Executives

Art Direction
The Evolution from Words to
Pictures
Improved technology for better
illustration
Digital media allow frequent rotation of
visuals
Brand values communicated better with
visuals
Visuals can be protected legally
Visuals are more globally portable than
words across cultures
Visuals allow placing the brand in a

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

Courtesy Sketchers USA, Inc.

Illustrations
can place the
brand in a
social context.

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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

Illustration Formats
How the brand will appear as part of
the illustration
Formats include:
o Emphasizing the social context
or
meaning of the product
o More abstract formats
Must be consistent with the
copy/creative strategy

Design
Is
Is the
the Structure
Structure .
.
(and plan behind the
structure) for the aesthetic
and stylistic aspects of a
print/digital advertisement.

Principles of Design
Balance
Balance (Formal):
(Formal): Symmetrical
Symmetrical
presentation
presentation of
of elements
elements

11
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MINI, A Division of BMW of North America, LLC

Formal balance can create a very

orderly look and feel.

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
Balance (Informal):
(Informal): Asymmetrical
Asymmetrical
weighing
weighing of
of non-similar
non-similar shapes
shapes

11
31

Courtesy, First Base Imaging, London

Informal
Informal balance
balance can
can create
create desired
desired eye
eye
movement through an ad.
ad.

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
Proportion

Principles of Design
Order
Order

Principles of Design
Unity
Unity

Principles of Design
Emphasis
Emphasis

ad will lead the

reader to focus
on one layout
element more
than another.

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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.

Courtesy of WestPoint Stevens, Inc. and Chillngworth\Reddng, inc.

Emphasis in an

Layout
Thumbnails
Rough
Layout

Comprehensive

Typography: Typeface and type

size

Art Direction and Production in

Digital/Interactive Media
Cyberspace is its own medium
The audience is not passive
At present, it is closer to print than
TV
o

Streaming and RSS are improvements

Revision can be nearly instantaneous

Persuasive content versus
entertainment is a challenge
Consumer generated content (CGC)
is making its way into cyberspace

Art Direction and Production in Radio

Highlights the role of the copywriter
Other members of creative typically not
involvedmore tech people involved
Process begins with soliciting bids
Next step is casting talent
Announcer
Music talent

Final prep and production = sound studio

Fact sheet ad
Live script ad

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 can get consumers to notice
the brand
TV production is complex, with
many people and requires
tremendous organizational skills

The Creative Team in Television

Advertising
Agency Participants:
Creative Director
(CD)
Art Director (AD)
Copywriter
Account Executive
(AE)
Producer

Production Company
Participants:
Director
Producer
Production
Manager
Camera
Department
Art Department
Editors

Creative Guidelines for Television

Advertising
Use an attentiongetting/relevant opening
Emphasize the visual
Coordinate the audio with the
visual
Persuade as well as entertain
Show the brand

Production Process for Television

Advertising
Preproduction: How creative can be
brought to life
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

Preproduction Process for

Television Advertising
Storyboard and
script approval

Budget approval

Assessment of directors, editorial

houses, and music suppliers

Review of bids from

production houses and
other suppliers

Creation of a
production timetable
Selection of location,
sets, and cast
Production/Shoot

Production Process
Filming the commercial, or the
shoot
The shoot involves large numbers of
diverse people:
o Creative performers
o Trained technicians
o Skilled laborers
Sets often feature tension and
spontaneity
Typical national commercial costs
$100,000 to $500,000

Postproduction Process

Directors rough cut

Digital editing
Audio edit
Master, dubs, and distribution