Advertising Chapter 11 Notes
Advertising Chapter 11 Notes MKTG4025
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This 8 page Class Notes was uploaded by Allison Notetaker on Friday March 4, 2016. The Class Notes belongs to MKTG4025 at University of Cincinnati taught by Sean Rugless in Spring 2016. Since its upload, it has received 29 views. For similar materials see Advertising Management in Marketing at University of Cincinnati.
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Date Created: 03/04/16
Advertising Chapter 11 Notes: • Executing the Creative: Perspective o Creative principles matter: § Good writing § Effective visuals o The world in which ads exist has changed § Media and technology § Economic environment § Social environment • The Creative team and the Creative Brief o Advertising is there to build a business, left brain and right brain join o Copy Writer: express value and benefit brand has to offer o Art Director: understands the brand’s direction and can combine good copywriting with strong visuals o Media/account Planner: where to place ad/target audience o >> Creative team: strategy, designers, videographers o >>>Creative Brief: guides used to specify messaging elements that must be incorporated into copy; highlights product’s features, benefits, what medium, mood, and budget • Copywriting – the process of expressing the value and benefit a brand has to offer • Creative Brief – the guide used in the copywriting process • Copywriting for Print Ads: The Headline o Bosch Print Ad Example: § Understands users needs: quiet and lots of room for dishes/3 rack rd § ^information condensed to 2 sentences o Purposes of Headline: § Get attention § Gives news/information about the brand § Emphasize brand claims § Gives advice to the reader (what they should do/think about) § Selects targeted prospects § Stimulates curiosity § Establishes tone and emotion § Identifies the brand • Copywriting for Print Ads: Subhead (appears above or below Headline) o What Subhead does: § Reinforce the headline § Includes important information communicated in the headline § Communicates key selling points or information quickly § Stimulates more complete reading of the whole ad § The longer the body copy, the more appropriate the use of subheads is • Copywriting for Print Ads: The Body Copy o Techniques: § Straight-line copy: why the reader would benefit from the brand § Dialogue: message to audience through a character in the ad § Testimonial: dialogue used by spokesperson § Narrative: “slice of life” ad, series of statements about the brand § Direct response copy: call today/act immediately o Guidelines: § Use present tense: talk about now and future § Use singular verbs and nouns: you, action verbs, simplify th language/”write in 4 grade language” § Use familiar words and phrases: based on target audience (ie for affluent customers - “silverware” instead of “forks and knives”) § Vary sentence and paragraph length: long/short sentence lengths § Involve the reader: share insight you have about reader, support your claim § Avoid clichés and superlatives • Copywriting for Broadcast Advertising: o Different opportunities due to sight and sound: more than just great copy, can’t rewind and dwell on ad vs print ad, o Inherent limitations: § Broadcast ads offer a fleeting message § Broadcast employs more sensory devices § Can add or detract from consumers understanding of the message • Writing Radio Copy: o Radio listeners are not active: they listen to the radio passively, background noise, doing other things o Radio has been called ”verbal wallpaper”: its there but may not be noticed o Radio can be the “theater of the mind”: paint vivid picture about brand, experience, or situation in your mind o Formats: § Music: audio opportunity, song/jingle, attention getting, ie Nationwide Peyton Manning humming § Dialogue: difficulties writing narrative copy, characters talking § Announcement: announcer reads important product information, ie warehouse sale at convention center § Celebrity Announcer: famous person delivers copy • Writing Radio Copy o Guidelines: § Get attention/get to the point § Use common familiar language § Use short words and sentences: attention drops fast § Stimulate the imagination § Repeat the brand name: unlike print where brand name is present for whole time, repeat to remind people § Stress the main selling points § Use sound and music carefully: so as to not distract from message § Tailor the copy to the time, place, and specific audience: dependent on radio station and main listeners • Writing Copy for Television/Video o Most dynamic vehicle in advertising –hits all senses except smell o Can create mood o Opportunity to demonstrate with action o Words should not stand alone-use visuals/special effects o Precisely coordinate audio/visual: massage needs to coordinate with visual o Storyboard is the roadmap • Writing Television Copy o Guidelines: § Use the video § Support the video: “don’t hijack the video” § Coordinate the copy/audio with the video § Entertain but sell the brand: ie folgers happy yellow morning § Be flexible: convert TV ad to radio § Use copy judiciously: don’t talk entire time § Reflect the brand’s image and personality § Build campaigns • Copywriting for Digital/Interactive Media: o Hybrid of print and broadcast copy o “Audience” has different meaning in digital: § Need to provide 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: get to point, be brief, be more responsive • Copywriting Approaches to digital/Interactive Advertising o Long-copy landing page o Short-copy landing page o Long-copy email o Teaser email copy o Pop-up/pop-under copy o Social media copy: more of an art now than before, new strategies • Slogans/Taglines o Short phrases used to: § Increase memorability § Help establish an image, identity, or position for a brand or organiztn o Good slogans can: § Be an integral part of brand’s img • Common mistakes in copywriting o Vagueness o Wordiness o Triteness – old terms o Bad taste: attention getting, but simple minded o Laundry list of features – telling everything brand offers, vagueness o Creativity only for creativity’s sake – doesn’t reinforce anything • Copy Approval Process o Agency > o Account Planning (liaison between 2 companies, responsible for relationship with client, need approval for legal grounds) > o Copy Writer (inside ad agency, submits draft to senior writer or creative director) o Senior Writer/ Creative Director o Account Management Team/ Legal o Client (sees ad after legal, why? – need to ensure claims are legal before client may decide to go with ad with false claim) o Product Manager, Brand Manager, Marketing Staff o Senior Executives • Art Direction o Improved technology has resulted in better illustration o digital media – quicker creation and communication/images in ads can be replaced often o Brand visuals communicated better with visuals o Visuals can be protected legally o Visuals are more globally portable than words across cultures o Visuals allow placing the brand in a social context • Illustration o Definition: actual drawing, painting, photo, or computer generated art in ad o Purpose: § Attract attention of target audience § Make brand heroic § Communicate brand features or benefits § Create a mood, feeling, or image § Stimulate reading of the copy • Illustration components: o Size: clarity of visual should be maintained, larger typically gets attention o Color: communicate principle value, corporate – blues/grays (ie IBM), fun & lively – primary colors (ie red & yellow –McD’s) o Medium –Drawing vs Photo vs Computer: animations, photography, illustration strategies, situations manipulated to grab attention • Illustration Formats: o How the brand will appear as part of the illustration o Formats include: § Emphasizing the social context or meaning of the product § More abstract formats, but must still reinforce copy/brand position • Design (most engaging part of advertising) o Structure and aesthetic, physically arrange all components o The plan behind he structure – for the aesthetic and stylistic aspects of a print/digital ad • Principles of Design o Balance (formal): symmetrical presentation of elements, order in look/feel o Balance (informal): asymmetrical weighing of non-similar shapes o Proportion: size and relationships between different elements o Unity: harmony, all elements are cohesive and reinforce message, tools use- use a border instead of full bleed, whitespace draws attention to most critical elements of ad (ie apple) o Emphasis: focus on single thing/difference, § Will lead the reader to focus on one layout element more than the other o Layout § Thumbnails § Rough Layout § Comprehensive o Typography: typeface and type size § Block, script, sans serif, serif, roman, miscellaneous • Art Direction and production in digital/interactive media o Cyberspace is its own medium o The audience is not passive o At present, it is closer to print than tv – streaming and RSS are improvements o Revision can be nearly instantaneous – unlike print in magazine ad o Persuasive content versus entertainment is a challenge o Consumer generated content (CGC) is making it making its way to cyberspace • Art direction and production in Radio o Highlights role of copywriter o Other creative members typically not involved o Process begins with soliciting bids o Next step is casting talent –announcer, music talent o Final prep and production – fact sheet ad, live script ad • Art direction in Television Advertising o TV has changed the face of advertising o TV is about moving visuals o It can leave impressions, set moods, tell stories o More likely to get consumers to notice the brand o TV production is complex, with many people • Creative team in TV Advertising o Agency Participants: § Creative director § Art director § Copywriter § Account executive § Producer o Production Company Participants: § Director § Producer – finds locations, talent § Production manager § Camera dept § Art dept § Editors o Creative Guidelines for television Advertising § Use an attention-getting/relevant opening § Emphasize the visuals § Coordinate the audio with the visual § Persuade as well as entertain § Show the brand • Production process for Television advertising o Preproduction: How creative can be brought to life o Multiple activities that occur prior to filming the commercial o Production (shoot) – shoot same scene over and over again to get visual just right (duration: about 5 days) o Activities that occur during filming o Post production o Activities that occur after filming to ready the commercial • Preproduction Process for television Advertising o Storyboard and script approval - visuals and language o Budget approval – brand reviews o Assessment of directors, editorial houses, and music suppliers o Review of bids from production houses and other supplies o *Creation of a production timetable* o **Selection of location, seta, and cast** o *Production/Shoot* • Production process o Lots of tension and spontaneity during shoot – try to stick to budget and brand, but doesn’t always go as planned o Filming the commercial/shoot o The shoot involves large numbers of diverse people: § Creative performers § Trained technicians § Skilled laborers § Sets often feature tension and spontaneity § Typical national commercial costs $100,000 to $500,000 • Post production Process: o Director’s rough cut – director takes all that shoot captured o Digital editing o Audio edit – ensure that music and script match with visuals o Master (original piece), dubs, and distribution
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