CopyHeadlineTaglineLogoComponents of Body CopyWriting Good CopyLayoutDesignTypes of LayoutsScript of Broadcast ProductionStoryboard of Broadcast ProductionTelevision ProductionCreative Effective Television CommercialsRadio ProductionDirectional ResearchAssessment ResearchPretestingFinal PretestingWhat is measuredMethods AvailableReachFrequencyRatingShareGross Rating Points [GRP]Cost per Thousand [CPM]TelevisionRadioCable TelevisionBroadcast VariablesMagazinesNewspaperPrint Cost VariablesOut of HomeOut of Home Cost VariablesEmerging Media- InternetTypes of Internet AdvertisingOther Emerging MediaMedia PlanningMedium vs. VehicleSchedulingAdvertising Exam #2Chapter- Copy CatsCopy- Words in the advertisement- Dialogue, Voiceover, Headline, Tagline, Words in logo, Body copyHeadline- Most important copy of component of a print ado Direct Headline- most important copy component of a print ad grabs attention Product name and product benefit/attribute are the two main points the reader takes away from the direct headline. Popular for retailers Macy’s BOGO women’s shoes Don’t need anymore, gets point acrosso Indirect Headline- Point: to not give away the story Curiosity, Puns, Word play Creates interest in rest of the ad Higher readership Ex. Canadian Club whiskey, “Your mom wasn’t your dad’s first,” attempt to reposition the brand.o Headline Tasks- Individual Ad Attract attention Segment readers Lead readers into copy- Canadian Club: creative & catchyTagline- Slogano Tasks- Gain attention Provide a consistent link in the campaign- continuity for entire campaign (Nike- Just Do It) Summarize brand position o Effective Taglines- Short- No specific length Easy to remember Trigger thoughts about the brand Ex. “Gillette: The Best a Man Can Get.” Ex. “EA Sports: It’s in the game.”Logo- Visual design representing the company or product- Serves as a cue to recall- Stimulates recognition of the product and/or companyComponents of Body Copy- Not always formal paragraphso Lead paragraph is tied to the headline and is a transition into the body copy (bridge)o Interior paragraphs- details of the ado Final paragraph- Call to action, Behavior o All ads may not be structured ABCWriting Good Copy- Benefits to the readero Solution to a problem o Consumer point of viewo Single purpose- Write to one persono For individualso Psychographic profiles- Involve the readero Present the unexpected- Credibility and believabilityo Especially important when dealing with facts- Writing styleo Relationship buildingo Conversational toneo Personalo Not same style as writing a paper- Following the above guidelines doesn’t necessarily mean you’ll have a good ad.Chapter-Lay (out) ing It on the LineLayout- The orderly arrangement of all the copy and artwork- Headlines and illustrations are the most likely elements of a print ad to stop the reader- grab their attention.- Visual and Verbalo Shift from heavy reliance on copyo Greater emphasis on visual o Visual= Broad image (shifts to be more important) o Copy= Main point Elements must work together- Illustration Taskso Attention for the headlineo Convey broad ideas and benefits, not the specific point.o Feeling and emotiono Tell a story- Illustration Contentso Product alone not exciting/used often, Tiffany & Co.o Product in use Stouffer’s Lasagna, family @ dinner tableo Creation of image and mood. Fuck, these are amazing. Ski goggles/exhilarationo Charts, tables, and graphso Dramatization of product features some types of products and features are hard to convey Ex. EclipseBetter BreathDropping anvil on onion/ Mount Sinaiminimally invasive sports surgery, baseball with only small amount of stitchingDesign- Balanceo Equality of an ad’s elements horizontally and vertically- Focal pointo The single element that draws the reader into the ad, where you start and where you finish is important. May not get through the whole ad.o Only one focal point per ad Copy- Headline Visual-Illustration and Photo- Eye movemento The manner in which the eye reads an ado Z, upper left to lower right the last thing is going to be the most important.o Gaze Motion: created by a layout that purposely breaks the natural eye movement, We follow lines.- Unity o The extent to which all elements of an ad tie together o Continuity in a campaign. Types of Layouts- Picture Window (Standard) o Illustration [Window]o Headline [Windowsill]o Body copy [Wall] Extensive copy Large illustration- Postero Bold visualo Creates mood, image, feelingo Very limited copy- Copy Heavyo Extensive Copyo Little or no visual supporto Serious and involving topicsChapter- Lights! Camera! Action!Script of Broadcast Production- Specifies the audio and video instructions- Allows for discussion of proposed commercialo Written by copy writer but many depts. are involved [creative director, account planner,strategic planning, account management, legal dept.]- Internal use until totally looked over. Storyboard of Broadcast Production- Developed from script- Blueprint for production- Componentso Pictures showing main scenes= no set number of frameso Video- written description of what camera seeso Audio- written description of what is heard. [Dialogue, sound effects]- Presentationo Helps agency sell its creative ideasTelevision Production - Preproduction- All planning and decisions prior to filming o Client says go! Set design, catering, location, scouting talent, wardrobe, and rehearsal.- Production- shooting the storyboardo Same as shooting movie, smaller version- Postproduction- all activity after the filming of the storyboardo Editing, sound effects, music, voice overs Creative Effective Television Commercials- Amount of time played depends on the complexity of the Ad.- Visually captivating o Most content is visual - K.I.S.S. Keep it Sweet and Simpleo Focus on one main idea- Opening is criticalo Doesn’t grab you? Channel changed people check out physically/mentally o Attention must be held early- Entertainment as a means to sello Advertising is not pure entertainment - Message is believable in context. o Credibility is crucial Ad isn’t literal but creatively believable.- Show desired behavioro When possible- “Audi: Just because you have the teens in the ad doesn’t mean they are the target.” Radio Production - Most difficult medium to create effective advertising because no
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