ADVT 250 1st Edition Lecture 8Outline of Last Lecture I. Core American Values (continuation of last lecture)II. Stages of the Creative ProcessOutline of Current Lecture I. The creative BriefII. Execution OptionsIII. Verbal and Visual Elements IV. Design ElementsV. Advertising CampaignsCurrent LectureI. The creative brief1.) It is a one page document. Used by entire account team, especially the creative. Structure of document varies by agency. Details the most relevant information the creative team needs to consider while making ads. Will consist of:- The marketer’s goal- Key product information (Brand, brand attitudes, etc)- Key Target Market information- The decided message strategy clearly spelled out!- Reasons why the message strategy will work- Mandatories: Special requirements (the client has said we HAVE to show the product, got to have a coupon code, etc)II. Execution OptionsThese 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.1.) A good idea could be executed in many ways. Executions need to be different from the competitors, to draw the TM’s attention in a positive, relevant way, and to deliver the message strategy clearly. - Testimonial (consumer advocating for product, usually celebrity)- Slice-of-life (ex: showing a day in the life of a family and how this product fits in and improves the life of the user.)- Demonstrations (how product works)- Fantasy (the product transports you to a better place)- Musical ( catchy tune.)- *each of these is taking the SAME idea and communicating it but you must find the best option*III. Verbal and Visual Elements1.) Verbal elements (domain of the copywriter): - Copy- all words in the ad.- Headlines- Gets attention, draw consumer into the ad.-Types of Headlines: 1. News (emphasizes the news value (‘the newness’) of the product or service. Introducing new things. Emphasizing the newness! Ex: two airlines merging. ‘The airline you’ve been waiting for.)2. Provocative (Asks a question or raises curiosity. Tries to get you to stop and think. Ex: Campbell’s “More with Less” two words that don’t go together, makes you think. )3. Selective (Calls out the a very specific group. Ex: If you’re on Medicare, this message is for you! University of Tennessee Students, this spring break is for you!)4. Promise (makes a promise in order to get people interested. Ex: Sherman Williams promises ‘The world’s best paints. And wall coverings to match.”)- Sub Head: Transition from headline to body copy. Often used to elaborate on the headline. Ex: From “The world’s best paints. And wall coverings to match.” to “Ask Sherman Williams for wall covering colors”- Body Copy: Sometimes called ‘amplification’ Explains the details- copy points. Makes message very clear. (the body of text that has the details) Purpose is to further convince you that choosing them is a good choice.-Tips for writing good copy:1. Active voice2. Vary Sentence Structure3. Metaphorical- Imagery (He may give us blocks of copy on the test and ask us which ones illustrate the things)- Conclusion of Body Copy: Call to action. Or Tag line- summarizes main idea or benefit. (Campbell’s tagline: M’m, M’m, Good!)2.) Visual Elements: The visual/verbal relationship is how the visual and verbal elementsof the ad work together to communicate the message. (Ex: Whirlpool’s message is that simplicity is more attractive and the ad shows this visually. “True innovation takes complexity out”)- Photo- Illustration- Color- Font- LayoutIV. Design Principals1.) Balance- arrangement of elements in relations to the vertical center. (folding a piece of paper in half and how things are arranged on each side. )-Formal Balance: Symmetrical. Same amount of elements of each side of the page. Formal balance tends to communicate tradition, seriousness possibly.-Informal Balance: Not symmetrical. Not the same amount of elements on each side of the page. Communicates non-traditional, fun, exciting. 2.) Weight: The visual weight of each element: usually heavier elements at bottom of frame. (Ex: truck on bottom of page because trucks are heavy and would be on the ground. Not floating in the air.)3.) Contrast: Making certain elements stand out visually by making them different or contrasting. Color, font (bold, italic, point size). Ex: in Toyota ad but some text in bold and larger than rest of words. 4.) White(blank) Space: Area of the frame with no elements. Used to visually organize the ad. Too many elements and you lose the focus of the ad. Ex of bad white space: Ad with sea food all over the whole page, just too much. Ex of good white space: AT&T ad that had only the image of dirt to show that their packaging is biodegradable.5.) Gaze Motion: Arranging motion to direct the reader’s eye through the frame. Culturally based (other cultures read right or left, not left to right. We tend to read in a Z pattern. Ex: whirlpool again, can almost see the Z.)6.) Unity: How well the elements work together to communicate the message. V. Advertising Campaigns1.) Series of ads, multiple media channels, common message. (Ex: Flo from Progressive)2.) Try to avoid Message Wear-Out: People may tune-out when seeing the exact execution again and again. To avoid message wear-out, multiple executions are created (hence ad campaigns)3.) Creative Continuity: Elements that unify a campaign. That aid in recognition of message and marketer. (You can instantly recognize a Target ad, for example)- Visual Continuity: Using common Visual elements across the ads in a campaign- Verbal Continuity: Common words and phrases across the ads. - Attitude Continuity: Tone, same feel. All funny, all serious, etc. Strategy= what to sayExecution= How to say