Chapter 11Creation of Advertisements and Commercials (Part.1) Novrita Widiyastuti, S.Sos
Creativity in advertising• Creativity is definitely one the most important aspect in advertising, on the other hand advertising must be persuasive and motivates the audience
Creativity in advertising means• Effective in helping the advertiser achieve its marketing objectives.• Provide a unique and effective way to communicate with the target audience• Creating advertising message which relates and provides answers to the target audience’s needs and wants• Persuasive message which motivates the consumers, therefore contributing to sales• Effective in establishing brand image• It must be ethical
The Creative Brief• The advertising objective• The audience needs/ wants/problems• The aspects of the brand which can fulfill the needs/wants or solve the problems of the target audience• The motivation to buy the brand• The way to communicate effectively
Brainstorming• It is the practice of the creative people to brainstorm together to get ideas• When brainstorming, all ideas that comes are listed and discussed.• The ideas might relate to the feature and benefits of the products, or consumers behavior that you want to evoke with your message.• The ones with potentials are short listed and finally the “big “ idea is selected.
The Creative Strategy• Who to influence• What to say in order to influence• How to say in order to influence.
ExecutionThe message execution should be:• Attractive, attention getting• Simple and easy to understand• Able to create the perception as defined in the creative strategy
Elements of Print Ad1) Headline: Short sentence/phrase placed prominently in a print ad with oustanding letters2) Body Copy: an elaboration of the statement or promise made in the headline or sub headline3) Tagline: a short catchy phrase or end statement that embodies the broad strategy of an ad.4) Visual: picture made to describe the ad5) Brand logo: Symbol/name of the product/sponsor
HEADLINE• Offers a benefit• Announce something new• Arouse curiosity• Strong head-visual relationship• Mention the brand name• Identifies the type of product, service or company
BODY COPY• Avoid complicated words• Ends with an urge of action
TAGLINE• KISS• Catchy• Easy to understand and remember
VISUAL• Gain attention unusual, new, attarctive, provocative• Shows the product• Brand name