The document discusses key aspects of creating effective advertisements and commercials. It covers creativity in advertising, the creative brief, brainstorming creative ideas, developing a creative strategy, executing advertisements, and elements of print ads such as headlines, body copy, taglines, and visuals. The goal of creative advertising is to be persuasive, motivate audiences, and help achieve marketing objectives through unique and effective communication.

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

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

12. BODY COPY
• Avoid complicated words
• Ends with an urge of action

14. TAGLINE
• KISS
• Catchy
• Easy to understand and remember

15. VISUAL
• Gain attention  unusual, new, attarctive,
provocative
• Shows the product
• Brand name