The document discusses creativity in advertising. It explains that effective ads are relevant to the target audience, original, and have impact. The document outlines Bill Bernbach's approach of focusing on creativity over technique to engage consumers emotionally. It also summarizes James Webb Young's five-step technique for brainstorming ideas through immersion, digestion, incubation, illumination, and reality testing. Finally, the document lists the key elements that make up a copywriter's toolkit, including headlines, body copy, captions, and call-to-actions.

1. Copy + Design +
Creativity
MCM 351 Spring
Mibahrine

2. Introduction
An advertisement has to break through the
clutter by imagination and creativity.
Engage the consumer with the ad emotionally.
Developing ads with the idea
“creativity for technique’s sake” does not
sell.

3. Introduction
Copywriters face a challenge of balancing an
ad by being persuasive and creative.
Please Explain the role and importance of a
creativity
Please Explain the process of brainstorming

4. Creativity
CREATIVITY
CREATIVITY
CREATIVITY

5. Bill Bernbach & Helmut Krone
Advertising

6. The ROI of Creativity
A CREATIVE CONCEPT a thought or idea formed by
mentally combining pieces and fragments into
something meaningful
According to DDB agency, An effective ad is relevant
(means something to target audience), original (novel,
fresh, unexpected, unusual), and has impact (makes an
impression)

7. The Father of
Brainstorming
Alex Faickney Osborn ( 1953)
Applied Imagination.

9. What is a Concepting?
CONCEPTING
The process of coming up with a new
advertising idea.
"A new or unexpected
combination of thoughts”.
Webb Young

10. 1. Immersion. Do research.
1. Digestion. Play with the information.
1. Incubation. Put the assignment aside.
1. Illumination. Write down every idea.
1. Reality Testing. Test your idea.
James Webb Young’s Five-Step
Technique for Producing Ideas

11. Controlling the creative process
1. Get the facts
2. Brainstorm
3. Rough layouts
4. Find visuals
5. Work with the team
1. Present internally
2. Sell the client
3. Execute the concept
4. Ensure continuity
5. Evaluate and improve

12. Creative Challenges
Copywriters face a challenge of balancing an ad by
being persuasive and creative.

13. What Makes a Strategy Creative?
The real challenge for creatives is to figure how
to be special and different WITHIN the context
of the strategy.
By paying attention to research and being
attentive to details, one can stay on target and
on strategy to create something that “shakes
up” the way people think and overturn
conventional wisdom.
This approach is called DisRupting EXPECTATIONS.

14. Beautiful Day
Change of Words can Change Anything.
Place the
blame!
It’s not whether you win or lose, but how you…

15. Features, Attributes & Benefits
Features: What the product has (what it innately
owns).
Attributes: What the product does (how it performs,
what it’s used for).
Benefits: What the product promises because of
what it does or has.
FAB= Attributes + Features + Benefits (Value)

16. Branding

17. Branding

18. Words of Wisdom, Bill Bernbach
Properly practiced creativity can
make one ad do the work of ten

19. Golden Age of Advertising

20. Copywriter’ Toolkit
1. Headline: A phrase or a sentence that serves as the opening to the ad.
2. Overlines and underlines: These are phrases or sentences that either lead into the
headline or follow up on the thought in the headline.
3. Body copy: The text of the ad.
4. Subheads: Used in longer copy blocks, subheads begin a new section of the copy.
5. Call-outs: These are sentences that float around the visual, usually with a line or
arrow pointing to some specific element in the visual that they name and explain.
6. Captions: A sentence or short piece of copy that explains what you are looking at in a
photo or illustration.
7. Taglines: A short phrase that wraps up the key idea or creative concept that usually
appears at the end of the body copy.
8. Slogans: A distinctive catch phrase that serves as a motto for a campaign, brand, or
company.
9. Call to action: This is a line at the end of an ad that encourages people to respond
and gives information on how to respond.