ADV Exam 2 Copywriting Elements of Copywriting Copy Headline can include dialogue or any other word on the screen Used to attract attention segment readers lead readers into the copy 2 types of headlines most important copy component of a print ad direct indirect contains both product name product benefit attribute provokes curiosity creates interest in the rest of the ad Tagline words across an entire campaign Slogan Used to gain attention provide a consistent link in the campaign Summarizes brand position Effective taglines are short easy to remember trigger thoughts about the band visual design representing the company or product Logo Components of Body Copy Not always formal paragraphs Lead paragraph is tied to the headline transitions into the body copy Final paragraph calls to action Interior paragraphs details the ad Good copy benefits the reader Involves the reader Gives a solution to a problem shows consumer POV has a single purpose Credibility believability Conversational but personal writing style Print Production Layout Layout the orderly arrangement of all the copy artwork Headlines illustrations are the most likely elements of a print ad to grab the readers attention Greater emphasis on the visual but it must work with the copy Visual broad image Copy the main point Illustration tasks Attention for the headline Tells a story Convey broad ideas feelings emotions Illustration content Can include either the product alone or the product in use Creation of image and mood Charts tables graphs Dramatization of product features 1 ADV Exam 2 Design Needs to be balanced aesthetically pleasing Equality of horizontal vertical elements Only one focal point per ad Focal point Focal point of copy is the headline Visual focal point is the illustration the single element that draws the reader into the ad the manner in which the eye reads an ad Eye movement upper left to lower right gaze motion movement unity Types of Layouts creates disruption the extent to which all elements of an ad come together Picture Window standard Large illustration headline extensive body copy Poster Copy heavy Bold visual that creates mood or feeling limited copy Extensive copy with little or no visual support serious is created by a layout the purposely breaks the natural eye Broadcast Production Pre Production Script specifies the audio visual instructions Allows for discussion of proposed ad Used internally Storyboard blueprint for production Developed from the script Pictures showing main scenes written description of what the camera sees hears visual audio present the storyboard to the buyer of an ad company to help the agency sell its creative ideas Steps of Television Production 1 Pre production all the planning decisions prior to filming 2 Production shooting the storyboard 3 Post production all activity after the filming of the storyboard Creating Effective Television Commercials Advertising is entertainment as a means to sell Good ads are visually captivating K I S S opening of an ad is critical to capture hold the viewers attention early Ad must be believable credibility is crucial Show the desired behavior in an ad to influence persuade the viewer Keep It Sweet Simple Radio Production 2 ADV Exam 2 Difficult because the lack of visuals Theater of the mind Grab attention early to combat station switching tuning out listener s imagination create visuals using voices sound effects and music to let the Most programming is music based so ads on the radio use music jingles Image transfer Effect radio ads transferring a ad created in a visual medium to radio Ask for action because the viewer cant see the product in use Repetition Humor unique voices sound effects music Testing Research Assessment Research Directional research guides the creatve effort by providing a clear view of the realities faced by the creative team Research that directs where the advertisement will go creatively Useful during the situational analysis achieving strategic objectives Research conducted early in decision sequence has greatest value evaluates the success of the creative advertisement in Assessment Research Research is still conducted throughout the entire process I Pre Testing Developmental concept testing Conducted during strategy development early in the creative process are the concepts appropriate for achieving the objectives quick inexpensive feedback from small sample sizes focuses on awareness attitude change II Final Pre testing 2 types of tests For ads that are finished close to finished Final review before investment in media Larges portion of ad budget is spent in media field test conducted under natural conditions sacrifice control for real world impact more common sacrifice realism for control exposure in a controlled setting laboratory test III Post testing After the campaign is in the marketplace Evaluation of objectives Beginning of situation analysis for next campaign What is Measured 1 Awareness 3 ADV Exam 2 day after recall after being exposed to the message problems the of respondents that can recall a message that day low involvement products test poorly less effective for emotional messages may measure intrusiveness instead of effectiveness of an ad reduces creative judgment to a single number can lead to less than ideal decisions 2 Attitude measure change in perception 3 Behavior more common in post testing measure sales results quantitative purchase intent frequency of purchase 4 Physiological response not natural difficult to interpret results Methods Available 2 types field lab sacrifices realism done in different ways Experiments cause effect based on exposure to an ad natural viewing without a control artificial viewing environment with a control Surveys Focus groups Internet quick inexpensive fastest growing survey method Telephone losing popularity because its difficult to reach people the development of ideas Qualitative data Problems small groups moderator in an open ended discussion about Subjective analysis Appearance of reality not always accurate Consumers aren t experts on advertising The market place is an uncontrollable variable Media Terms Terms Reach once during the relative period Period is usually 4 weeks market during the relevant time period Frequency net of the target market that is exposed to the message at least Average number of exposures received by a number of the target 4 ADV Exam 2 As R F As F R Determines the cost of ad time viewers potential audience turned to a
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