This document discusses key aspects of designing an effective advertising campaign. It explains that campaigns should utilize rational, emotional, or instinctive persuasion approaches. The creative briefing is also described as an important document that defines the communication strategy, target audience, product positioning, key benefits, and tone. Finally, the document outlines the process for developing concepts, slogans, and executing creative advertisements that effectively convey the intended message.

1. Advertising Campaigns
By:
Chipp T-Box

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. The Creative Briefing
• Document that contains
the key information to
define 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. Parts 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. Parts 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. The 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

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, music, etc.

12. More Information:
• http://en.wikipedia.org/wiki/A
dvertising_campaign