Creative Brief in Advertising ASP - 11

8/14/2019 Creative Brief in Advertising ASP - 11

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Creative Strategy andCreative Strategy andDevelopmentDevelopment



• Creativity

• Idea Generation

• Creative Brief

• Creative Execution



• “Intelligence does not play a big rolein creativity”

– What do you think?

• “Groups stamp out creativity”

– Do you agree?

• “Meeting with clients can thwartcreativity”– Your opinion?

What could be the other issues related to creativity………..



Developing and NurturingCreativity

• Find creative people

• Generate creative ideas

• Expand the problem statement beforelooking for solutions

• Build on ideas before evaluating them

• Evaluate ideas using structured methods

• Keep options alive



Avis Ad

“ We try harder”

~ William Bernback







• “ Creative without strategy is

called art. Creative withstrategy is called advertising”

– Jeff I. Richards, U of Texas



Creative Brief

Before the creative process begins, awritten document is usually given tothe agency creative team, outliningthe message or creative strategyThis is known as the creative brief

l



A Creative brief shouldcontain…

• The opportunity or problem thatadvertising must address

• A statement and brief description ofthe target audience

• The desired behaviour or response ofthe target audience, as a result of

the advertising



A Creative brief should contain…

• The product attributes that could bringabout this response

• A strategy statement stating what theadvertising is expected to convey

• The desired brand personality, if any

• Any media or budget considerations



Creative Execution

• Verbal Execution– Includes the development of headline and

copy for print ads, and scripts for radioand television commercials

• Visual Execution

– Includes layouts and visuals of print ads,and ‘storyboards’ for television commercialsand films



The Copywriter

• The person responsible for verbalcreative execution

• Must have a thorough understandingof the creative brief and the

message strategy outlined in thebrief•



Verbal Elements in Print

Advertising• Headlines

• Subheads

• Body Copy

• Slogans



Headlines

• It has been seen that five times asmany people read headlines as the

rest of the ad

• Headlines can be used for a variety

of purposes – attracting attention,luring readers into the text,

selecting the right prospects, and

delivering the selling promise



Headline of Rolls- Royce

Ad

“At 60 miles an hour the

loudest noise in this newRolls-Royce comes from the

electric clock”

~ David Ogilvy



Picture

Headline

Body Copy

Subhead



Types of Headlines

• Direct-action headlines• Assertion

• Command• How-to

• News announcements

• Indirect-action headlines



• Assertion Headlines– "Switch to Amoco premium, no-lead

gasoline, and your car will stopringing."Print ad for: Amoco gasoline

– Be One in a Million, Not One of aMillionPrint ad for: Pantene Pro-V

– Mommy's new favorite mucus fighter!Print ad for: Mucinex Cough



• Command Headline

– Rescue Your Child from Sore Throat Painwith Scooby-Doo!Print ad for: Orajel Kids Sore ThroatRelief Strips

– Rush! Dream offer closes on 15th March,1998

Print ad for: Bajaj finance scheme



• How –to Headline– How to Get Results Super Fast with New

XomaxPrint ad for: Xomax

– How to Destroy Canada's Ancient BorealForest, in 3 Easy Steps.Print ad for: Greenpeace

– How to start a career in advertising?Print ad for: ICM advertising course



• News announcement headlines– Introducing Freschetta Pizzamore. For

Take-Out Taste at Your Place.Print ad for: Freschetta Pizzamore

– Brooke Bond introduces Brooke House100% pure, instant coffee for SouthIndia

Print ad for: Brooke House

– Ace Hardware cuts prices by 40%

Print ad for: Ace Hardware



• Indirect Headlines– “Virtual telephony. Let your executives

play musical chairs in office.”• Paradigm Plus with virtual telephonycapabilities gives your executives the freedomto use any extension in the office as your own,even as they shuffle seats on availability basis

– “Send goodbye cards to all your friends”.From 27th February, you’ll have a newcircle(Watch this space tomorrow)

…an exclusive club on the outskirts of Bangalore



Subheads

• Subheads usually appear in a smallertype size than the headline.

• They may appear before the mainheadline, to introduce the main idea.These are known as lead-ins

• Subheads may also appear below the• main headline, to complete the

message in the headline



Ad for “Finolex” cables

• Headline: The Finolex Assurance

• Subhead : No shocks. No shortcircuits. No electrical fires



Ad for Promise Toothpaste

• Lead-in: “Remember when you had atoothache and grandma made itbetter with Clove oil? Your dentist

uses it even today!”

• Headline: “Here’s New Promise, the

unique toothpaste with time-testedClove-oil



Body Copy

• The main text of the ad, called ‘bodycopy’, is the logical continuation ofheadlines and subheads, and

completes the sales story



Copy Styles

• Straightforward Copy

• Narrative copy

• Gimmick copy

• Dialogue copy

• Picture-caption copy



Straightforward Copy

• Immediately begins to explain ordevelop the idea in the headline andsubhead, in an attempt to sell the

product

• It is straightforward, factualspecifying product features

• Emphasizes reasons why the consumershould buy the product



• Narrative Copy– Tells a story in the first person or

third person

• Gimmick copy

– Relies on play of words, humor,exaggeration etc. to get the messageacross

• Picture-caption Copy– Tells the story through a series

of illustrations and captions

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Slogans

• Also known as tag lines

• They serve as a ‘battle cry’ for thecompany

• Slogans have two basic purposes – thefirst is to provide continuity for a

campaign; the second is to reduce a keyidea about the product or company intoa brief, memorable positioning

statement



Copy for Broadcast Media - Radio

• Gaining attention

• Listener involvement

• The X-Y-Z effect– X: something to exclaim about– Y: stands for ‘why’ factor– Z: zipper line, which ties the entire

message together

• Weighing words for selling power

•



Copy for Broadcast Media - Radio

• Using voices, sounds and music toeffect

• Establishing and maintaining credibility

• Closing a radio commercial



Copy for Broadcast Media -Television

• Visualize the message

• Simplify

• Use action wherever possible

• Use entertainment to communicate

• Create an X-Y-Z appeal



Copy for Broadcast Media -Television

• Four basic formats:

– “Focus on individual” format

– “Focus on a story” format

– “Focus on the product” format

– “Focus on a technique” format

Vis l E ti



Visual Execution• Refers to the expression of the idea

visually

• The main visual element are – layouts,

illustrations, size, colour and typography

• The two major aspects of visualexecution in print advertising are :Layout and Illustration

• In case of Television, a ‘storyboard’ is

prepared



Some questions for a Visualizer….

• Should people be shown in the ads?

• If so, what should they be doing?

• Would it be better to show the productin a special setting?

• Should photographs be used orillustrations?



Some questions for a Visualizer….

• How large should the headline be?

• How large should the picture be?

• How large should the picture be?

• How large should the product be?

• How large should the client’s name andlogo be?



Some methods for visualizing print ads

• Showing the product alone

• Showing the product in a setting

• Showing the product in use

• Showing a benefit obtained from use

of the product

• Dramatizing a headline




• Dramatizing a single solution

• Dramatizing evidence

• Dramatizing a detail

• Comparison

• Contrast




• Cartoon

• Charts and diagrams

• Symbols

• Decoration, ornaments and abstract

design



Layout

• The layout may be defined as the planwhich indicates where the different

components of an ad – headline, text andillustrations, are to be placed, for mosteffective communication of the advertisingmessage

• The arrangement of differentelements with the advertisement





Picture

Headline

Body Copy

Signature



LAYOUT STAGES………………….

1 2

3

4

1 Thumbnails

2 Roughs

3 Tight Layout

4 Comp

L t St



Layout Stages

Thumbnail Sketches Rough Layout Semicomps

MechanicalsComprehensives Final High-Resolution

FilmFigure 14.4



Headline

Visual

Body Copy

Identification Marks

Insert Savin ad

from 6/eacetates here

T9-6



Some principles of good layout

• The law of unity

• The law of contrast

• The law of movement

• The law of balance

• The law of simplicity

• The law of emphasis

• The law of proportion



Formal balance can create a very

orderly look and feel.



Informal

balance can

create desiredeye movement

through an ad.

E h i i d ill l d th d



Emphasis in an ad will lead the reader

to focus on one layout element more

than another.

















Illustrations and Photos



Illustrations and Photos

• Photography– is considered authentic and makes a powerful

statement

– Most people feel that pictures don’t lie

• Illustrations– eliminate many details of a photo and simplify

the visual message

– are considered more fanciful

• The decision to use a photograph or illustrationis determined by the– advertising strategy

– product being advertised

– medium advertised in





Color

• Attracts attention

• Conveys realism• Establishes mood

• Spot color

M h C l M d



Match Color to Mood

Warm colors drama, elegance, power(yellow, orange)

Black no-nonsense, natural

Earth tones (brown) happiness

Cool Colors friendly tone

(blue, green)

Pastels calm, serene,reflective



Signature

• The signature , or logotype

(logo), is the distinctiveidentification symbol for abusiness. A well-designedsignature gets instant recognition

for a business



Typography

Theappearance

of the ad’sprintedmatter interms of thestyle andsize oftypefaces

l



Legibility

• How easy it is to perceive the letters

• Reverse type, all capitals, and surprintingall hinder the reading process

Fiure 14.1d



Storyboard• It is a layout of a TV commercial,

indicating the scenes, their sequenceand content, along with copy. It helpsin the actual production ofcommercials

b d



Storyboard

• Frame• A visual indication for each scene or movement

• Copy• Included at the bottom of every frame, with

directions for shooting the scene and dialogue foreach character

• Sound Effects• Including music if any

• Voice-over

• If the announcer is off camera

Presentations on Ethical issues in Advertising




H – 45, 51, 53, 55, 57, 59Legal regulations in

advertising

G – 46, 48, 50, 52, 56, 58, 60Advertising to children

F – 32, 34, 36, 38, 40, 42, 44Stereotyping in advertising

E – 31, 33, 35, 37, 41, 43, 45Bait and switch advertising

D – 18, 20, 22, 24, 26, 28, 30Adverse effects ofadvertising on society

C – 15, 17, 19, 21, 23, 25, 29Unfair comparisons inadvertising

B – 2, 4, 6, 8, 12, 14, 16Use of Puffery in Advertising

A – 1, 3, 5, 7, 9, 11, 13Deception in Advertising

GroupsTopics

Section - A





H – 50, 52, 54, 56, 59, 60Legal regulations in

advertising

G – 47, 49, 51, 53, 55, 57Advertising to children


E – 33, 35, 37, 39, 41, 43, 45Bait and switch advertising





GroupsTopics

Section - B





H – 47, 51, 53, 55, 57, 58, 59Legal regulations in

advertising

G – 40, 42, 44, 45, 50, 52, 56Advertising to children


E –, 31, 33, 35, 37, 39, 41Bait and switch advertising





GroupsTopics

PGDM (Marketing)

Radio commercial exercise



Radio commercial exercise

• To create awareness for model X ofWhirlpool Washing machines among urbanresidents of NCR region to a level of 15%(awareness)

• Target audience: working people

• Positioning: Uses high technology (german)

to clean and dry clothes more efficientlythan all existing brands in the samecategory

Documents

Creative Brief in Advertising ASP - 11