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• U.S.A.POPULATION: 305 million HOUSEHOLDS: 126 million
• US AD SPENDING $168B / World $479B•
TV HOUSEHOLDS: 99% VCR PENETRATION: 79.2% DVD PENETRATION: 81.2% MULTICHANNEL PENETRATION: 86.3%
CABLE-TV PENETRATION: 72% SATELLITE PENETRATION: 28.2% INTERNET USERS: 220 million / 72.5%
• Nielsen company survey / us census bureau
Electronic Media
How does the media provide info, entertainment and education?
News / Weather / SportsProgramming
Documentaries / Sit ComsEducation
Specific ChannelsSesame Street
Electronic Media
• What role do COMMERCIALS play in the concept of information, entertainment and education?
IMPACT
• COMMERCIALS constitute principal financial base of US broadcasting
• Where do we see commercials in today’s media ?• TV/Radio• Cable / pay per view• Videos/movies• Public TV• Other “ELECTRONIC” sources
Copywriter
• Creative Person– Writes words / scripts / content– Develops general concepts / ideas– Generates story / plot / sales pitch– Creator of programs and commercials
Creativity
• Can’t be taught• Someone to come-up with idea that sells
– New idea– New combination of ideas– Reworking of old idea
• Vitamins – A to Zinc• 7-Up (Uncola) Make 7 UP YOURS• Be all that you can be / Don’t Leave Home Without It
• Capture the Audience
COMMUNICATION
• Sender must know – what audience they wish to reach– What response they seek
• Assure• Convince• Persuade perspective buyer
Copywriting
• Practice is essential– Learn by doing– Develop flow of words– Develop your own style– Be convincing & persuasive– SELL SELL SELL
4 STEP PROCESS
1. Gather info on product / site / service– Major elements of clients business
2. Visualize customer– Who are they?– Why did they come to you?
4 Step Process
3. Evaluate benefits / rewards of satisfied customer
– Tangible – complete job more easily / quickly/ save $$
– Personal gratification – pride / satisfaction / pleasure
– Desirable response from others – envy / admiration
4. What strong points lead to the benefits?
Generating Ideas
• How do you become creative?• How do you generate ideas?• How do you think outside the
box ???
GENERATING IDEAS
• Strict time schedules• Generate ideas on demand• Daily pressure• Production process will not
allow you to wait for inspiration
GENERATING IDEAS
• Clustering
• Brainstorming
– successful clustering and brainstorming depend on a free, intuitive, and non-critical flow of ideas.
GENERATING IDEAS
• Draw a circle in the middle• Write a single word central to theme• Associate words with key words• Work Quickly / don’t think connections