Advertising & Copy Development Workshops

The Creative Brief

Creative Brief • A creative brief (strategy or work plan) is a short statement that clearly defines the audience, how consumers think or feel and behave, what the communication should accomplish, and the promise that will create a bond between the consumer and the brand.

Creative Work Plan Key observation Communication objective Consumer insight Promise and support Audience Mandatories

Sample Creative Brief

Campaign Themes & Taglines

Coca-Cola’s Slogans • • • • • • • • • Open Happiness (2009) The Coke Side of Life (2006) Life Tastes Good (2001) Always Coca-Cola (1993) Can’t Beat the Real Thing (1990) Red, White and You (1986) Coke is It! (1982) Have a Coke and a Smile (1979) I’d Like To Buy the World a Coke (1971)

Good Taglines… • • • • • Creatively mention the clinching benefit Get to the point in as few words as possible Have a “ring” to them Are easy and fun to repeat Typically have meaning beyond the brand

General Copywriting Principles

Effective Copy is… • • • • • • • • • Succint: As short as can be.

Single-Minded: One idea at a time.

Specific: Hones in on what’s important.

Personal: Feels like someone is addressing my needs and talking to me directly.

Conversational: Uses informal, direct conversational language.

Original: Doesn’t use clichés. No “ad-ese”.

Vivid: Stirs the imagination.

Daring: Ok to occasionally break grammatical rules Assertive Yet Humble: No “brag-and-boast”.

More Copywriting Guidance • When you’re not sure how to phrase it, for starters write “like a Caveman”. Then add structure… • Even one extraneous or mis-ued word is one too many. Edit ruthlessly!

• Use simple, direct language; Keep phrases, sentences and paragraphs as short as possible.

• Make it look inviting to read (lots of whitespace).

• Repeat yourself repeatedly, especially at the close.

• No “naked” superlatives – adorn them with specifics, fact, testimonial, or at the very least convincing verbiage. • Example: Say “The world’s most comfortable beds” not “The world’s highest-quality beds.”

Print Ads

Ad Structure Promise of benefit (headline) Spelling out of promise (subheadline) Amplification of story Proof of claim Action to take

Evaluating an Effective Headline • • • • • Does it start with short, simple words?

Does it invite the prospect to read more?

Does it include a thought-provoking or emotion-provoking idea?

Are the words selective, appealing only to prime prospects?

Does it give sufficient information for those who read only the headline?

Print Ad Anatomy • • • The Headline is part of the visual that attracts interest.

The Subhead elaborates on the headline and transitions from headline to copy.

The Copy (Body Copy) gives the details.

Amplification • The body copy amplifies what was announced in the headline or subheadline

Visuals Support Words

Print Media – Special Considerations • • • • • Newspapers: Copy can be straightforward, a list of facts.

Magazines: Copy should be more “poetic”, metaphorical and engaging.

Directories: Short and sweet. Uncomplicated.

Posters and Outdoor: Primarily visual, although headline must be bold and capture attention and interest quickly. 7-10 words max. Play on words is typical.

Collateral: Can be more explanatory, detail-driven.

Broadcast Ads (TV and Radio)

TV Commercials: Guidance • • • • • • Words should interpret the picture and advance thought.

Show rather than tell.

Plan for pace of scene changes.

Remember that TV is a medium of close-ups.

Time the commercial a second or two short to provide time for action.

Include text and subtext (but usually more text).

TV Commercials: Guidance • • • • • Show the brand name and any other important information State ONE basic idea, support it and, if possible, demonstrate it.

Read audio aloud to catch tongue twisters.

Keep sentences short; use everyday words.

Describe scene instructions thoroughly (use standard script formats)

Example of a TV Commercial Script Format

Storyboards • A storyboard is a series of drawings used to present a proposed commercial. It consists of illustrations of key visuals (video) and the corresponding audio.

Television Script and Storyboard

A Television Photoboard

Creative Elements in a Radio Commercial Words (speaking) Sound Music and jingles

Radio Script Directions

Elements of a Good Radio Commercial • • • • • • • Be single-minded and focused Talk directly to the consumer Practice the “Story-weave Technique” Use sound creatively – it’s all you have!

Think about voice casting Use plain, conversational English Write in simple, short sentences with one thought per sentence.

More Radio Guidance • • • • Match the conversational style of the target audience.

Music should match the ad’s mood or tone of voice.

Repetition is key, but don’t be annoying.

Include a call to action.

A Simple Radio Commercial

More Complex Radio Commerical

Activities

Activity: Creating a Tagline • • • • Choose a brand and message theme for the brand Develop 5 tagline possibilities for the message theme/brand.

Rank the taglines and state why you like or dislike them.

Choose your top tagline!

Activity: Creating a Print Ad • • • • Develop a general ad concept / ad objective Create your: (1) Headline, (2) Subhead, (3) Body Copy and (3) Art/Visuals Determine how the above will be laid out Edit your Headline, Subhead and Body Copy (one round of edits)

Activity: Creating a TV commercial • • • Develop a general ad concept / theme with objective.

Write a brief paragraph description of what will happen in your commercial, discussing characters, actions and locations.

Write the script for a 30-second spot.