Good Ads Good Ads & & Bad Ads Bad Ads & Creativity& Creativity

Good Ads & Bad Ads: Creativity Advertising is not an art

form. It’s an expensive, business tool.

Current squeeze on profits High media costs Increasing clutter Increasing complexity of

today’s changing consumer.

Good Ads & Bad Ads: Creativity Vitally important to stretch

advertising dollars. Create ads that make people say

“Wow, I love that ad.” The real news is “Wow, I love that product.

Creative advertising is really advertising that creates sales.

Good Ads & Bad Ads: Creativity Strategy and creativity are

everything. Creative director likened creative

development to a dance. Sometimes strategy leads.

Sometimes creative leads. But remain close and in harmony for a great time.

Knowledge is power: Research. Information. Creative.

Good Ads & Bad Ads: Creativity Advertising motivates by

appealing to problems, desires and goals and by offering a means to solve their problems.

An appeal is the motive to which an ad is directed.

Appeal is designed to steer a person toward a goal the advertiser has planned.

Good Ads & Bad Ads: Creativity Consumer processes

information. Huge volume we see and hear daily.

Allow it to pass right by us. The audience’s ability to turn off

promotional messages. The faster ideas get across the

more powerful they become. Simple? Does it deliver intended

message?

Good Ads & Bad Ads: Creativity Inside every fat ad is a

thinner and better one getting out.

Simplicity is everything. Simple logic. Simple arguments. Simple visual images. Strong ideas are simple

ideas.

Good Ads & Bad Ads: Creativity Advertising needs to catch

the eye quickly, and deliver its intended message quickly.

Think about how you read the newspaper or magazine.

Focusing on everything and every page??

Good Ads & Bad Ads: Creativity Great advertising is using fewer

words and visuals to be more compelling. More powerful.

Unique Selling Proposition (U.S.P.) to an Emotional Selling Proposition (E.S.P.)

Rational vs. emotional. Both. Capture the essence of the

strategy and give it creative vision/power.

Good Ads & Bad Ads: Creativity Take the simple, most

salient feature of product and communicate that in a simple or entertaining way.

Good copy speaks to you. Should be smart,

entertaining, conversational. And deliver the intended

message.

Copy: Is the copy arresting? Clear? Simple? Gives information to the

readers? Are the facts supported? Does it sell? Is it believable? Is it too general? Does it deliver intended

message?

Good Ads & Bad Ads: Creativity Every ad contains two

things: 1. What you want to say 2. How you want to say

it. Art direction brings

emotion.

Layouts: Is the layout simple? Does it look overcrowded? Does it sell? Is it an eye catcher? Is it distinctive? Does it have a dominant visual? Does the white space work? Does the artwork match the

purpose? Can the type be read?

“It’s Not Creative Unless It Sells.”

If it doesn’t motivate the consumer to do something or stimulate some part of the brain, then it doesn’t work.

Our minds do work in mysterious ways.

Concepts (or idea) + Words (copy) + Pictures (layout) + Medium or Vehicle (media)

Do you get the message?

“It’s Not Creative Unless It Sells.”

Creative means dramatically showing how a product fulfills a consumer need.

It can be as simple as casting the right actor or character for a brand.

A unique demonstration of product superiority is creative.

A memorable jingle.

“It’s Not Creative Unless It Sells.”

Be careful the execution does not subtract from the selling idea.

Bad advertising can overwhelm the selling message.

Movie stars and athletes continue to serve as substitutes for selling ideas.

Great advertising: When the headline, visual and logo communicate the idea immediately.

“It’s Not Creative Unless It Sells.” Advertising which drives

customers to demand the product or service. A few words about advertising and creative “award” shows.

For every potential customer who reacts to “sophisticated” advertising, there are others who may not get it.

Examine alternative ideas and creative.

Stronger Advertising

Break the Pattern--Advertising that excites the eyes and ears, with a look and sound of its own. It separates from competing products.

Stronger Advertising

Creates an Identity. Use distinctive artwork, layouts, copy to enjoy higher readership.

Break Through the Clutter. Break away. There’s a lot of competition. Don’t look like the competition.

Stronger Advertising

Position the Product Competitively and Clearly.

Advertising must bring new meaning and importance to old and nonexclusive values.

Structure of Advertising1. Promise of Benefit (the

Headline) Arouses and peaks interest. Keeps you reading.

2. Spelling out of Promise (Subhead) Optional

3. Amplification of Story. (Body Copy) Support. Present Your Info.

4. Proof and Substantiation (Seals, guarantees, samples, trials, offers, testimonials) (as needed)

5. Action to Take.6. Logo

Basic Design Principles1. Unity of design elements.

Unified design. 2. Harmony of all elements.3. Orderly sequence. Orderly

manner.4. Emphasis on --visual, headline

or both.5. Contrast in size, shapes and

tone.6. Balance of elements.7. Color8. White space

Stronger Advertising

Go With the Flow. The positioning of the

creative elements. Ads with good flow send the

reader’s eye around the page to take in all of the elements.

Orderly.

Better Advertising

Reflect the Character of your Product.

Different products require different types of advertising.

Better Advertising

Effective advertising recognizes the essential nature of the product and projects its most important qualities into the product’s advertising.

Better Advertising

Appeals to the Head and the Heart. Rational and emotional buying appeals.

Speak with One Voice. “Umbrella”, “Campaign”

Better Advertising

Everything in an ad and in a campaign must support the positioning

---copy, graphics, artwork,

sounds/voice.

Bold Advertising Answer:

“What is in it for the reader/viewer?”

Headlines must appeal to the customer’s needs, while at the same time play up the product.

Tell a story.

Bold Advertising Request action--Visit

websites, the store or the showroom.

Encourage trial, coupon, send or call for information, look in the Yellow Pages, pick up phone.

What has been learned?

Ad noting increases with size of ad.

Don’t be too clever. Headlines and copy generally are far more effective when they are straight forward than too tricky.

Make your ads recognizable.

What has been learned? Studies show that ads which

are distinctive in their use of art, copy and layout, and typefaces enjoy a higher readership level.

Blind headlines that require reading the body copy don’t always work. At least 5x more people only read the headline.

What has been learned? -con’t

Repetition is important. Stick with winning ideas.

Although more ad readers are better than fewer ad readers, what really counts is the total number of sales.

No matter how original an idea is, it must be related to reality or solve a problem to be considered creative.

What has been learned? -con’t

The tougher the times, the more important creativity in advertising becomes.

It is the fastest, most economical way to cut through to the hearts and minds of consumers.

What has been learned? -con’t

If what you say isn’t that different, say it differently.

If the whole world hasn’t been waiting for your message.

Make them awfully glad they heard it anyway.

What has been learned? -con’t

A great ad is memorable. Competing for attention

against other advertising, news, sports and entertainment.

Life.

What has been learned? -con’t

After you have produced the best product, packaged it brilliantly, priced it right, distributed it magnificently and positioned it competitively.

You will have wasted all these great skills if the consumer doesn’t see or hear what you’re trying to sell.”

What has been learned? -con’t

Jeff Goodby: Great advertising scrabbles logic a little bit, it jumps beyond that by being likable and watchable and captivating.

It surprises you. Great advertising is great

ideas simply executed.

What has been learned? -con’t

There can be no doubt that advertising today must be:

More intrusive More imaginative More innovative

than it has ever been before.

Good Ads Good Ads && Bad Ads Bad Ads && Creativity Creativity