Creative Brief<br />A creative brief (strategy or work plan) is a short statement that clearly defines the audience, how consumers think or feel and behave, what the communication should accomplish, and the promise that will create a bond between the consumer and the brand.<br />
Creative Work Plan<br />Key observation<br />Communication objective<br />Consumer insight<br />Promise and support<br />Audience<br />Mandatories<br />
I’d Like To Buy the World a Coke (1971)</li></li></ul><li>Good Taglines…<br />Creatively mention the clinching benefit<br />Get to the point in as few words as possible<br />Have a “ring” to them<br />Are easy and fun to repeat<br />Typically have meaning beyond the brand<br />
Daring: Ok to occasionally break grammatical rules
Assertive Yet Humble: No “brag-and-boast”.</li></li></ul><li>More Copywriting Guidance<br /><ul><li>When you’re not sure how to phrase it, for starters write “like a Caveman”. Then add structure…
Even one extraneous or mis-ued word is one too many. Edit ruthlessly!
Use simple, direct language; Keep phrases, sentences and paragraphs as short as possible.
Make it look inviting to read (lots of whitespace).
Repeat yourself repeatedly, especially at the close.
No “naked” superlatives – adorn them with specifics, fact, testimonial, or at the very least convincing verbiage. Example: Say “The world’s most comfortable beds” not “The world’s highest-quality beds.”</li></li></ul><li>Print Ads<br />
Ad Structure<br />Promise of benefit (headline)<br />Spelling out of promise (subheadline)<br />Amplification of story<br />Proof of claim<br />Action to take<br />
Evaluating an Effective Headline<br />Does it start with short, simple words?<br />Does it invite the prospect to read more?<br />Does it include a thought-provoking or emotion-provoking idea?<br />Are the words selective, appealing only to prime prospects?<br />Does it give sufficient information for those who read only the headline?<br />
Print Ad Anatomy<br />The Headline is part of the visual that attracts interest.<br />The Subhead elaborates on the headline and transitions from headline to copy.<br />The Copy (Body Copy) gives the details.<br />
Amplification<br />The body copy amplifies what was announced in the headline or subheadline<br />
Write in simple, short sentences with one thought per sentence.</li></li></ul><li>More Radio Guidance<br />Match the conversational style of the target audience.<br />Music should match the ad’s mood or tone of voice.<br />Repetition is key, but don’t be annoying.<br />Include a call to action.<br />
Activity: Creating a Tagline<br />Choose a brand and message theme for the brand<br />Develop 5 tagline possibilities for the message theme/brand.<br />Rank the taglines and state why you like or dislike them.<br />Choose your top tagline!<br />
Activity: Creating a Print Ad<br />Develop a general ad concept / ad objective<br />Create your: (1) Headline, (2) Subhead, (3) Body Copy and (3) Art/Visuals<br />Determine how the above will be laid out<br />Edit your Headline, Subhead and Body Copy (one round of edits)<br />
Activity: Creating a TV commercial<br />Develop a general ad concept / theme with objective.<br />Write a brief paragraph description of what will happen in your commercial, discussing characters, actions and locations.<br />Write the script for a 30-second spot.<br />
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