GOALS
GOALS
LESSON
5.1
SELECT A MESSAGE
STRATEGY
Prepare advertising messages driven by
the product
Prepare advertising messages driven by
Base Message on the Product
Brand Recall – an “evoked set” is a short list of brand names you think of when a product or service is mentioned.
Repetition – the more you hear it, the more you remember it.
Slogans and jingles – a slogan is a “catch phrase”. A jingle is similar, but set to music.
Social Context – the products value is shown by the social
setting in the ad.
Slice of life – a moment in time when the product is being used.
Light fantasy – encourage consumers to think of themselves as wealthy, athletic, smart, etc..
Base Message on the Product
Key Attribute
Single characteristic – linking the brand to a single characteristic encourages consumers to remember the brand and the attribute.
Unique selling proposition – the brand name helps consumers remember the the single key attribute in the ads.
Brand Preference
Feel good – customers will transfer that good feeling to the use of the product.
Base Message on Consumer
Fear – consumers buy or use the advertised product to keep them from danger (ex: smoke detectors,
insurance).
Anxiety – Ad show the risks consumers will take if they don’t use their product (ex: dandruff shampoo, breath mints)
Transform Consumer Experience – transport the
consumer to a “happy place” when they use the product. (ex: coffee ads)
Base Message on Consumer
Persuasion – convince the consumer that the product is
better than alternative choices.
Hard sell – create a sense of urgency in the consumer (ex: “Sale Ends Wednesday!”)
Testimonial – An expert endorses a product
Demonstration – Show the benefit of using the product (ex: lawn care products, weight loss products)
Advertorial – limited to print media. This is an
advertisement that is designed to look like an editorial, but is actually just an ad. It allows the advertiser to
give lots of information about the product.
Infomercial – usually 30 minute ads, although they can vary from 5 minutes to 60 minutes. They are
GOALS
GOALS
LESSON
5.2
WRITE THE MESSAGE
Explain the principles of copywriting
Apply the principles of copywriting to other
The Creative Plan
Target segment – identify the target
Advertising message – what should it accomplish?
Features and benefits –
Feature – A characteristic that is part of a
product
Benefit – The advantage the consumer gets
from the product
Media – How will the message be distributed?
Time – How long will the ads run?
Mood – What type of mood should the ad portray?
Research First (before creating Ad)
Study the product – learn everything
possible about the product
Study the company – Read all
literature about the company as well as
annual reports.
Study the competition – Study the ads
Elements of Good Advertising Copy
Headline – the leading sentence or sentences
are the most important. They must attract
attention.
Subheading – A few words generally placed
above or below the headline. It has 4 functions:
Provide more information about the heading
Provide more information about the key benefits Provide information about special offers
Elements of Good Advertising Copy
Body – the main textual element of the ad
Caption or call out – included with photos or
illustrations. Call outs are short excerpts from the
body copy.
Tag line – “slogan”. It helps establish an image
Avoid Common Mistakes
Don’t get carried away with a clever idea. Don’t be vague – make sure the ad is specific.
Don’t be too wordy – consumers lose interest
Don’t use clichés or superlatives – product will seem boring or unreliable
Do make positioning unique – the product should stand
out from the competition.
Use language appropriate for target – language should be familiar to the target
Use humor cautiously – make sure it isn’t misinterpreted.
Writing Copy for Each Media
Radio – creatively challenging due to the medium
is sound only. Most ads are 30 or 60 seconds.
Four Formats:
Music Format (songs or jingles)
Dialogue Format – uses conversation
Announcement Format – DJ or newscaster
reads the product information.
Writing Copy for Each Media
Television – Usually 30 or 60 second spots.
TV Formats:
Demonstration
Problem and Solution – show how a situation is eased with the product
Music and Song format – music provides mood. Images show the brand.
Spokesperson format – relies heavily on text
Dialogue format – involves multiple characters
Vignette format – series of commercials with the same characters.
Writing Copy for Each Media
Internet
Limited to the size of your screen.
Interactive format – click and see more Banner Ads
GOALS
GOALS
LESSON
5.3
PUT THE MESSAGE IN PRINT
Develop an effective layout for a print
advertisement
Describe the production process for a
Develop an Effective Layout
Create an illustration (the picture in the ad) Any format (i.e. drawing, photo, painting)
Attract attention, show key benefits, create a mood, etc. The size, color, and medium of the picture must follow a creative plan.
Design the advertisement – Design is the arrangement of
elements in an advertisement.
Selecting a Print Method
Medium – different mediums include coupon
books, flyers, and inserts.
Amount – printing methods may vary depending
on the quantity being printed.
Paper – different types include glossy, colored,
etc.
Quality –of paper may determine on how long it
is intended to last.
Budget – How much money is available for the
Printing Techniques
Offset lithography (most common) – a flat plate is treated
with chemicals and wrapped around a cylinder that
attracts ink to painted areas and repels ink from others.
Flexography – Similar to lithography, but uses
water-based ink. Printing can be done on any surface.
Letterpress – Letters are inked a pressed against paper
like a rubber stamp.
Gravure – Prints from an engraved copper plate. 14th
century artists used this method.
Laser and inkjet – Quality and price are determined by
GOALS
GOALS
LESSON
5.4
PUT THE MESSAGE ON
TELEVISION
Develop an effective storyboard
Explain the production process for a
Advantages of Television Advertising
Almost every home has a TV. Additional TVs typically in kitchen and bedroom
Draws in specific audience
The commercial's target market will match that of the TV show.
TV has moving pictures which enables advertisers to
“show” how good the product is.
Exposure to people who otherwise wouldn’t be available
Broadcasting a commercial is almost as good as having a
door-to-door salesperson.
Almost real to audience
Disadvantages of Television Advertising
Expensive to make and buy airtime
Prime Time hours are much more expensive.
Audience bores easily
Advertisers have about 3 seconds to catch
the audiences attention.
Audience bores quickly
After viewing a commercial several times, they begin
Develop the Storyboard
Storyboard – a series of sketches that
show the sequential visual scenes and
the matching copy for the commercial
(like a comic book version of the
commercial).
Draw series of boxes, known as frames
Sketch scene in each frame
Write dialogue or voiceover under each
Before Production
Approve storyboard and script - The script is used to set the
location, select actors, and set the budget.
Approve budget - The producer estimates the cost based on
location, actors, and staffing.
Evaluate possible suppliers – a director is selected. A director makes decisions that creates the look of the ad.
Review bids from production houses (a business that provides
individuals with technical skills, such as sound specialists and camera operators.
Create a timetable – a schedule for completing the
commercial.
Select location, sets, and cast – the target segment must
