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 Elementsin 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.