1. Chapter 11
Creation of Advertisements and
Commercials
(Part.1)
Novrita Widiyastuti, S.Sos
2. 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
3. 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
4. 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
5. 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.
6. The Creative Strategy
• Who to influence
• What to say in order to influence
• How to say in order to influence.
7. Execution
The message execution should be:
• Attractive, attention getting
• Simple and easy to understand
• Able to create the perception as defined in
the creative strategy
8. Elements of Print Ad
1) Headline: Short sentence/phrase placed
prominently in a print ad with oustanding letters
2) Body Copy: an elaboration of the statement or
promise made in the headline or sub headline
3) Tagline: a short catchy phrase or end statement that
embodies the broad strategy of an ad.
4) Visual: picture made to describe the ad
5) Brand logo: Symbol/name of the product/sponsor
9.
10. 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
