1 Copy Cats Copywriting Copy Words in the advertisement Dialogue Voiceover Headline Tagline Words in logo Body copy A lot of times in advertising the written word can carry the message if it is done effectively Headline Element that is most likely to grab your attention Most important copy component of a print ad Direct Headline Has to have Product name Product benefit or attribute Read takes away these two main points You don t have to read the entire ad Designed to sell Drawback is that it does not give the reader a reason to the key points keep reading Ex Lego The toy you don t get tired on December 26th Indirect Provokes Curiosity Puns Word play Creates interest in rest of the ad Higher readership More people read an entire indirect ad rather than a direct one 2 Ex Porsche Passion never takes a snow day Tobasco A few good drops Headline Tasks Attract attention Segment readers Lead readers into copy Tagline Slogan Tasks Should be the same in every ad in a campaign Ex McDonalds I m Lovin It Nike Just Do It Gain attention not for an individual ad but for the entire campaign Provide a consistent link in the campaign Summarize brand position What does the brand represent Effective Taglines Short No specific length exceptions for every rule Easy to remember Trigger thoughts about the brand Ex Mercedes Awe Inspiring C Class Coupe ad The best or nothing Gillette Clay Mathews commercial The best a man can get NCAA Football 2006 FSU ad Hello Heisman Logo A special visual design representing the company or product Serves as a clue to recall Stimulates recognition of the product and or company 3 Components of Body Copy The details of the ad Not always formal paragraphs Lead paragraph Tied to headline Transition to body copy Interior paragraphs Details of the ad Ex You can dip your dogs for fleas and ticks Or you can use a squirt of New Defend Final paragraph Call to action Behavior Writing Good Copy There is no way to guarantee a good advertisement Show a benefit to the reader Often times it is a solution to a problem Take the consumer s point of view Single purpose People do not want to be bombarded with information Write to one person Psychographic profiles Involve the reader Present the unexpected Create credibility and believability Relationship building Conversational tone Personal Especially important when dealing with facts Writing style Write based on what you re trying to accomplish 1st Piece of Creating A Message 4 Layouting It on the Line Print Production Layout The orderly arrangement of all copy and artwork Almost like a puzzle Each little piece together combines into a powerful form of communication Headlines and illustrations are the most likely element of a print ad to stop the reader grab their attention Visual vs Verbal Historically advertising relied on the copy words in the ad Now there has been a shift from heavy reliance on copy words To a greater emphasis on visuals Visual Broad image Copy Main point Both elements must work together Illustration Tasks Attention for the headline Convey broad ideas Generate feelings and emotions Tell a story Illustration Contents Product alone Not the most common Although it can be effective Ex Tiffany Co Blue Box Jewelry Product in use Show a benefit or a feature in use Ex Stouffer s Lasagna Creation of image and mood development Ex Spy F K these are amazing Root Water Enjoy What Matters Charts tables graphs Ex Dundas Dashboard 5 Dramatization of product features Ex Eclipse Onion Anvil when we find bad breath we kill it Mount Sinai Minimally invasive sports surgery Design Balance Equality of an ad s elements horizontally and vertically You are trying to create an aesthetically appealing design Focal Point Something to focus on The single element that draws the reader into the ad Only one focal point per ad Copy Visual Headline Illustration Photo Eye Movement The eyes natural movement when reading an ad The manner in which the eyes read an ad Upper left to lower right Gaze Motion movement Created by a layout that purposely breaks the natural eye 6 Stouffer s Dinner Club Make every dinner Eyes rewarding Limbs Structures Unity The extent to which all elements of an ad tie together Not something that happens in a single ad There must be continuity in a campaign Ex Bose Noise Canceling Headphones Campaign Expedia Luggage Tag Phrase Campaign Effective when you want to combine a visual with extensive body copy Types of Layout Picture Window Standard information Characteristics Illustration Headline Body Copy Extensive copy Large illustration Ex Columbia Heated Boot Fits Like A Glove Visual Headline Body Copy 7 Poster Dominated by a bold visual Create mood image feeling Very limited copy words Copy Heavy Characterized by an ad with Extensive copy Little or no visual support Serious and involving topics Ex Yamaha Sea Power Glove ad Chanel Model with no copy ad More common with high involvement products but not always Ex Fanta Typography advertisement 8 Lights Camera Action Broadcast Production Script Written document that 1 Specifies the audio and video instructions What is going to be heard what is going to be seen 2 Allows for discussion of proposed commercial Many departments are involved 3 Internal use Will be revised multiple times Storyboard Developed from script Blueprint for production of the commercial Components Pictures showing main scenes Video written description of what camera sees in each scene Audio written description of what is heard in that particular part of the Helps agency sell its creative ideas Up until this point there has been no production involved commercial Presentation Television Production Preproduction All planning and decisions prior to filming Production Postproduction Shooting the storyboard All activity after the filming of the storyboard 9 Creating Effective Television Commercials Visually captivating Most content is visual K I S S Focus on main idea Don t try to do too much in any one ad Opening is critical Attention must be held early in the first few seconds Entertainment as a means to sell Advertising is not pure entertainment It s entertainment with a purpose Believable in context Credibility is crucial Show desired behavior When possible Radio Production No visuals create difficulties Creating effective radio commercials Grab attention early Using voices sounds effects and music to let the listener s imagination Transferring a visual created in a visual medium TV Movie to radio Station switching
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