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WSU COMSTRAT 380 - Managing Creative Strategies

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Comstrat 380 1nd Edition Lecture 14 Outline of Last Lecture I. LecturesII. Psychological appealsIII. Selling StrategiesIV. Strategic formatsV. Creative thinkingVI. The big idea of creative conceptVII. The creative leapVIII. The creative process: how to get an ideaIX. Managing creative strategiesX. Two categories of headlinesOutline of Current Lecture I. Got milk’s got legs 1993-2014II. Managing creative strategiesIII. Science and artIV. The copywriterV. How to write an effective copyVI. How is copy created for printVII. Headlines are 80%Current LectureI. Got Milk’s Got Legs 1993-2014a. 90% awareness in the USII. Managing Creative StrategiesThese notes represent a detailed interpretation of the professor’s lecture. GradeBuddy is best used as a supplement to your own notes, not as a substitute.a. Evaluation: The Go/No Go Decisionsi. Is it on strategy?b. Structural analysisi. The power of the narrativeii. The strength of the product claimiii. How well the two are integratedc. Copytestingi. A formal method to evaluate cope effectiveness; usually before ad runs1. Based on consumer responses and feedbackIII. Science and arta. Although advertising is highly visual, words are crucial in four types of advertisementsi. Complex: if the message is complicatedii. High involvement: in ads for high-involvement productiii. Explanation: information that needs definition and explanationiv. Abstract: if message tries to convey abstract qualities IV. The copywritera. Copywriteri. the persona who shapes and sculpts the words in marketing communicationii. Many have a background in English or literatureiii. Must love words, have a sense of “voice and tone and be versatileb. Copyi. The text of an adii. The words people say in a radio or TV commercialV. How to write effective copya. The tighter the writing, the easier it is to understand the greater its impact b. Tone of voicei. Write to the target audience, as if in conversation with one personc. Grammar and adesei. Sometimes writers use incorrect grammar for effectd. Avoid clichés, superlatives, stock phrases, and vague generalitiese. Avoid “brag and boast” copy. It is “we” focused and pompousVI. How is copy created for print a. Display copyi. All elements readers see in their initial scanningii. Included headlines, subheads, call-outs, taglines, and slogansb. Body copyi. All elements designed to be read and absorbed ii. Included ad message text, captions call to action VII. Headlines are 80%a. When you have written your headline, you have spent eight cents out of your dollar- David OglivyVIII. How to write headlinesa. Headlines convey the main message, get attention, and communicate the conceptb. They must also:i. Target: attract only prospectsii. Stop and grab: work with the visual to stop and grab readers attentioniii. Identify: identify the product and brand; start the scaleiv. Change scanning to reading: lead readers into body copy c. Good headlines interrupt readers’ scanning and get their attention IX. Two categories of headlinesa. Direct actioni. These are straightforward and informative1. Assertion2. Command3. New announcements b. Indirect actioni. Better at drawing the reader in and building a brand image1. Puzzles2. Associations3. Blind


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WSU COMSTRAT 380 - Managing Creative Strategies

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