Advertising tries to get the consumer to do something that will benefit the client. It's known as the business of trying to persuade people to buy products or services. Read our presentation to know: Advertising Process. Creative brief. Creative brief elements. Why brief go off track? Advertising key elements. Creative pyramid.

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2 0 1 7 – Augus t
By: Tasneem Fawzy

2.  Advertising Process
 Creative brief
 Creative brief elements
 Why brief go off track
 Advertising key elements
 Creative pyramid
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3.  Advertising tries to get the consumer to do
something that will benefit the client
 The Strategy is the plan for achieving this
goal
 Who do we want to talk to?
 What do we want them to do?
 What can we tell them about the brand so they will
do it?
* Required 3

4. Develop the Strategy
Write the Brief
Write the Ads

5. Creative Brief help us carrying our strategy out, It
is the road map for it.
If the directions aren’t good, they’ll get lost
So what makes a good brief is
“Directions + Inspiration”
* Required 5

6.  What is the one thing you want the
advertising to say?
 If you can’t explain it to your friends in one
sentence, start again
* Required 6

7.  The most powerful advertising contains
insights that truly echo with the consumer
 One important insight should be at the heart
of your brief
* Required 7

8. Direction + Inspiration
One clear and convincing
thought about the brand
* Required 8

9.  What you need to explain?
› Why are we advertising this brand anyway?
› What do we need the advertising to do for it?
 Who are we talking to?
 What do they currently think?
 What’s single message should this
communication convey?
One clear and compelling thought about
the brand!
* Required 9

10.  Objectives must be realistic
Advertising objectives, not business objectives
 Target Audience
 Message
 Image
 Appeal
 Tone
* Required 10

11.  “I didn’t have time”
 “The Client made me write it this way”
 “There was nothing to say”
 “There were too many things to say”
 “We didn’t have enough information”
 “The Account Team couldn’t agree”
Make No Excuses!
* Required 11

12.  Headline
 Subheads
 Body copy
 Visuals
 Slogan, seal
 Logo, Signature
* Required 12

13. * Required 13

14.  Attention
 Interest
 Credibility
 Desire
 Action
* Required 14

15. * Required 15
Attention
Headline
Subheads
Visual

16. * Required 16
Interest
Subheads
First copy paragraph

17. * Required 17
Credibility
Body copy
Desire

18. * Required 18
Action
Logo
Slogan
Signature block

19.  Headline: attract attention, engage the
audience, explain the visual, direct attention
to body copy, present selling message.
 Types of headline:
Benefit headlines
News/information headlines
Provocative headline
Question headline
Command headline
* Required 19

20.  Subheads: Appears in boldface or italic
type, Supports the interest step.
 Body Copy: Straight sell, institutional,
narrative story, dialog/monolog, picture
caption, device.
* Required 20

21.  Visuals: Capture attention, clarify copy
claims, ID the ads subject, show the product,
qualify readers, support copy claims, arouse
interest, emphasize product features, create
a good impression, provide campaign
continuity.
* Required 21

22. * Required 22