Ad copy

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  • Within just weeks of the new campaign, red Cadillac CTS sales jumped. One new owner is Liz Vanzura, global marketing director for Cadillac, who said the campaign has been so successful it will likely be the model for all of the brand's future marketing.Unaided brand awareness increased 25%.Top box opinion and purchase consideration both increased 19%.
  • Ad copy

    1. 1. Advertising CopywritingBrand architecture
    2. 2. What is a Brand? Idris Mootee CEO Idea Couture
    3. 3. Vision/Mission To refresh the world… To inspire moments of optimism and happiness… To create value and make a difference.
    4. 4. Brand Positioning What differentiates your brand from others?
    5. 5. Example: Brand Positioning Statement For (target audience), (brand name) is the (frame of reference) that delivers (benefit/point of difference) because only (brand name) is reason to believe). Honeywell We are building a world thats safer and more secure … More comfortable and energy efficient … More innovative and productive. We are Honeywell.
    6. 6. Attributes
    7. 7. Other things to consider:
    8. 8. Headlines
    9. 9. In ultrices ullamcorper auctor. In hachabitasse platea dictumst. Nulla vitae ante necjusto lacinia blandit. Vestibulum interdum,dolor eget porttitor gravida, augue lectusfeugiat metus, ac rutrum metus diam sit ametlectus. Duis tellus tellus, ornare sit ametsuscipit ac, amet White Space: Often, less ismore. rhoncus et at felis. Vivamus malesuadamauris a massa convallis placerat. Maecenastellus elit, dapibus non tristique non, eleifendid mauris. Nulla et sapien erat, in lacinia ligula.In tellus augue, varius pharetra feugiat sitamet, ornare a dolor. Integer pharetra cursusnulla, eu cursus eros cursus id. Proin volutpat,mauris sit amet tempor congue, nulla purus
    10. 10. White Space: Often, less is more.
    11. 11. TV Spot
    12. 12. Sales increased 25% withinfour months of the campaign.Achieved the best sales in thelast 20 years within sixmonths.
    13. 13. Humor TrustEmotion QuirkInspiration AnticipationAdmiration Recognition
    14. 14. "Dog food brands were missing theemotional high ground. Ads focusedon product shots and either fell intocartoon-like expressions of dogs orscientific explanations of how the foodbenefited canine health. None talkedabout what makes dogs and theirrelationships with their owners special."We told them, People who have dogslove their dogs. Why wouldnt you be abrand that loves dogs and have itmotivate everything you do?”-- TBWA chief creative officer Lee Clow
    15. 15. Time for a Break?

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