A lecture slide deck on introductory advertising.

1. CHAPTER ONE: COPY,
DESIGN, AND
CREATIVITY

2. Approaching Creativity
 Eras of Advertising:
 Premarketing Era (prehistoric times to the middle of the 17th
century: town criers, clay tablets, shop signs, etc)
 The Mass Communication Era (from the 1700s to early 1900s:
newspapers appeared in the 1830s, quickly followed by national
magazines. Radio appeared in the 1920s)
 The Research Era (from the 1990s to the present: using more
sophisticated techniques to measure consumer characteristics,
motivations, and persuasion effects)
 The interactive era (from now on: Internet, cell phone, the
broadband plan, iTV, Tivo, etc)

3.  The Move to Creativity in Advertising:
 By 1900, brand competition appeared. Creativity in need
 Innovative marketers began to hire copywriters, promoting style and
luxury rather than simple utility
 In 1921, social science was introduced to measure advertising
effects
 GM persuade customers to trade in their cars to maintain status
 By 1950, almost all company acknowledge that brand in consumers’
mind is more critical than real product superiority (The Golden Age
of Advertising)

4.  Creativity, Ethics, and Law:
 The Pure Food and Drug Act (1906)
 The Federal Trade Commission Act (1914)
 Council of Better Business Bureaus (1916)

5. Why Ads Need to be Creative?: A
Theoretical Discussion
 Elaboration Likelihood Model: How you make
a decision?
 Two information processing routes: central and
peripheral
 High elaboration information  central routes
 quality of argument  hardly changes
attitude  long-term change if possible

6.  Low elaboration information  peripheral
route  cues and heuristics (source credibility,
liking, mood, etc)  easily change attitudes 
short-term changes
 Creativity can attract consumers’ attention and
introduce the information to go through the
peripheral route
 Psychology and Advertising

7. The Creative Team
 Key Skills of Being Creative:
 The correct format for writing copy for each medium
 The basic rule of copywriting and when to break them (a business)
 How to put more sell in your copy
 Design basics applying to all media
 How to connect the reader or viewer with the advertiser
 How to keep continuity through a campaign
 The importance of presenting your work

8. What jobs you need to do?
 Research
 Contact the clients
 Broadcast producer
 New business (data collecting, working on the pitch,
presenting the work, and controlling the creative process)
 Public relations
 Internet/Interactive content

9. How the Ads Are Made? (How you are going to
create your projects?)
 Get the facts (talk to
users and non-users, look
at competitors’ ads)
 Brainstorming with a
purpose
 Pick up a pencil before
you reach for the mouse
 Finding the
reference/visuals
 Working with the rest of
the team
 Preselling the creative
director and account
executive
 Selling the client
 Getting it right
 Maintain continuity
 Discover what worked and
why

10. Advertising Positions Available for
You
 Copywriter/art director
 Management/creative
director
 Account manager
 Account planner
 Promotion director
 Public relations writer
 Internal advertising
department
 Web/interactive
 Freelance writer/designer
 Producer/director
 Consultant
* Write down your ideal
positions

11. Creativity and Online Media
 Declining of the Traditional Ads:
 Television
 Radio
 Magazine
 Newspaper
 Outdoor

12.  Advance in Technology
 Computer and Internet (BMW Movie)
 Music and video players and video games
 Mobile devices

13.  People are Online (Statistics in 2008):
 About 12 billions of text messages and 2690 billions of emails
sent annually in the world
 More than 2 billions of people (a third of the world population)
own cell phone, in which 1 billion just bought it last year
 There are 188.1 million internet users and 139.4 broadband
users in the US.
 In the US, 57 millions of people read blogs and 12 millions own
blogs.
 In 2006, 34.2% US internet users shopped online

14.  Digital Ads:
 Search engine: in 2006, 7 billion dollars spent in online search, and
the estimated expenses in 2010 was 11.57 billion
 Cell phone: in 2008, cell phone ad revenue in the world was 2.5
billion dollars, while the US only had 904 million.
 Video games: in 2007, revenue from video games was 502 million
dollars and the estimated revenue in 2011 was 969 million.
 Virtual world: Second life and CyWorld
 Social Media: Myspace, Facebook, Twitter, Youtube, Flickr

15.  Television: 30%
 Radio: 20%
 Print: 35%
 Outdoor: 15%
 Television: 15%
 Radio: 3%
 Print 25% (newspaper 15%,
magazine 10%)
 Outdoor: 3%
 Interactive: 30%
 Search engine: 22%
 Cell phone: 2%
Traditional Media Plan Future Media Plan

16. Creativity and IMC
 Traditional Market Mix and IMC
interpretations:
 Product
 Price
 Place
 promotion

17.  IMC Promotion Tools  Brand:
 Advertising
 Public relations
 Sales promotion
 Personal selling
 Direct marketing
 Internet/Interactive marketing