Test 2 ADV3008 Copy words in the advertisement Any word you read hear Headline most important copy component of a print ad 1 Direct Headline gets to the point 2 elements product name and product benefit We don t read everything on a page this grabs attention Indirect designed to create interest in the rest of the ad If you don t read full ad you wont know what the ad is about The ad must grab the reader s attention to be successful Headline Tasks designed to attract attention segment readers determine if the ad is for you and lead readers into copy I have a dog I need to read more about this dog food Tagline a slogan Its tasks are to gain attention provide a consistent link in the campaign identifiable element and summarize brand position what does it represent Effective taglines short easy to remember trigger thoughts about the brand E A sports Is it in you Logo a special visual design representing the company or product It serves as a cue to recall It stimulates recognition of the product company Components of body copy the nuts and bolts of print ad Not always formal paragraphs more like sections The lead paragraph is tied to the head line and it is a transition from the headline to the body copy The interior paragraphs are details of the ad reasons why to purchase the benefits and the attributes The final paragraph is the call to action what do we want the reader to do after the ad Writing a good copy benefit to the reader what s in it for me It has the solution to a problem the consumer point of view and a single purpose Layout the orderly arrangement of all the copy and artwork Like a puzzle we have to put all the pieces together Grab the readers attention Headlines and illustrations grab the reader s attention the most Visual vs verbal shift from heavy reliance on copy and have greater emphasis on visual Visual broad image Can only go so far Everyone visualizes things differently so a picture is work a different 1000 words Copy gets straight to the point More precise Illustration tasks visual dominates the ad and brings attention to the headline Brings us feelings and emotions makes us happy or sad ect Illustration contents product alone usually boring more effective if object is appealing Tiffany s box Product in use in action Creation of image and mood spy is excitement and exhilarating water is tranquil and serene Charts tables graphs quantitative information Dramatization of product features when what you re trying to describe cannot be photographed You still need a headline 2 Design visually appealing to the eye Balance visual symmetry Focal point single element that draws the reader into the ad Only one focal point per ad In copy it s the headline In visual it is the illustration photo Eye movement the manner in which the eye reads an ad Usually we read top left to bottom right Gaze motion created by a layout that breaks the natural eye movement Unity trying to put the puzzle together Continuity in a campaign always use the same font and characteristics so we know what the product is Types of layouts picture window standard use when you have a lot of visuals and copy Text is usually at the bottom Poster bold visual creates the mood image and feeling has very limited copy Usually used by alcohol cars and fashion Doesn t mention what the product does just gives the feeling Copy heavy usually serious products high involvement products Extensive copy little or no visual support BROADCAST PRODUCTION Script written by copy writer written document Specifies the audio and video instructions internal use Once the script is finalized we take it to the Storyboard blueprint for production Components 1 pictures showing main scenes 2 video written description of what camera sees 3 audio written description of what is heard Presentation helps agency sell its creative ideas Once client says go television production preproduction all planning prior to filming Whats the wardrobe Set design Location Production shooting the story board not always in order shoot those scenes at once postproduction after filming editing sound effects audio Creating Effective Television Commercials Don t have to have all 6 of these to be an effective creative ad Visually captivating most content is visual K I S S focus on one main idea catch attention Opening is critical attention must be held early Entertainment as a means to sell advertising is not pure entertainment Believable credibility is crucial Show desired behavior when possible you can break the mold Test 2 ADV3008 3 Radio Production no visuals creates difficulties To be effective grab attention early theater of the mind sound effects music and jingles image transfer transfers image for you K I S S focus on one main idea sweet simple ask for action behavior repetition listener can t see the product Specific radio strategies humor unique voices sound effects sfx music ASSESSMENT RESEARCH Directional Research evaluating effectiveness guides the creative effort by providing a cleaner view of the realities faced by the creative team Done during the situational analysis During directional research we looks at the consumer product competitive and macro analysis We have to analyze these to determine what our product will look like Is the advertising effective Assessment research evaluates the success of the creative product in achieving the strategic objectives did we achieve objective If yes cid 224 ad was effective if no cid 224 wasn t The research conducted early in the decision sequence has the greatest value make sure you have enough to research Conducted throughout the entire creative process 1st step in Assessment Research Pretesting developmental pretesting testing ideas not ads Conducted during strategy development early in creative process We want quick and inexpensive feedback maybe personal interviews focus groups SMALL SAMPLE SIZES Focus on awareness and attitude change Final presentation finished ads or close to finished ads last check before investment in media largest portion of budget Field test test market sacrifice control More common conducted under natural conditions the way consumers would see the ad Laboratory test testing in a controlled environment They sacrifice realism for control can have people come in fill out survey show ad then resurvey Example give them a magazine say to read it come back in a week and be tested on it cid 224 they will read the magazine more in depth than usual Post Testing after the campaign is in the
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