2. There are no formulas for designing an advertising campaign.
An old saying states: “To obtain a result that is 100% good,
there must be 10% inspiration and 90% effort.”
3. Rational, Emotional, and
Instinctive Advertising
The purpose of advertising is to
influence people’s conduct = persuade
Rational persuasion:
• Provides arguments consumers can evaluate
Emotional persuasion:
• It is based on feelings and wishes
Instinctive persuasion:
• Links its proposal to natural impulses
4. Creative Briefing
• Document that contains the key
information which defines the
communication strategy.
• It is based on:
– The information provided by
the advertiser (brief).
– The research conducted by the
advertising agency.
• It must contain:
– Key product characteristics,
brand personality, target
audience, competition.
5. Elements of the Creative Briefing
1. General information
– Client, date, campaign, brand, budget, media
2. Target audience
– Definition (who they are), habits, lifestyles
3. Positioning
– Current positioning and sought positioning
4. Promise or benefit
– What the product offers
6. Elements of the Creative Briefing
(cont.)
5. Argument of the promise
– Reasoning that supports the promised benefit
6. Communication tone
– Rational, emotional, or intuitive?
7. Axis of the campaign
– Definition of product based on promised benefit.
8. Concept of the campaign
– How will the product benefits be communicated to
the audience?
7. Message Analysis
• The core messageWhat to say?
• The way to transmit itHow to say it?
• The target audienceWhom to say it to?
• The moment for the audience to see, read, or
listen to the messageWhen to say it?
• The means through which the audience will
receive the messageWhere to say it?
8. Creative Expression:
Concept and Idea
• The contribution of
advertising to a brand is
measured by its
capacity to associate
value to the product.
• The aim is to choose
the determining
concept upon which the
message will be built.
• Choose the value or
feature that will
distinguish the product.
9. Slogan
The slogan is one of the
most characteristic
elements of advertising.
It is a word or phrase
referred to the product
or brand.
The function of any
slogan is to appeal and
summarize, that is:
•Capture the attention and prompt
to read, listen, or watch the rest of
the message.
•Generate an association between
the brand and its main advantage.
10. Examples of Current Slogans
Brand Slogan
LG Life´s Good
Visa It´s everywhere you want to be
Microsoft Your potential. Our passion.
Nike Just do it
Adidas Impossible is nothing
11. Creative Execution
It is producing the advertisements that will be
disseminated through the chosen media.
Execution aspects:
• Structure, size, position, and repetition of advertisements .
Execution elements:
• Characters, images, texts, illustration, headings, effects, mus
ic, etc.
