ADV 390 Exam 2

purpose of body copy

"no one read the copy" Almost true Only 3-5% read it Those who do it are highly interested Interested in the product Interested in the creative execution

From fact finding to the creative strategy

1. Identify a key insight through thorough fact finding 2. Examples of consumer based key insights 3. Things to know about creative strategies 4. Our creative strategy format 5. Characteristics of a good creative strategy

White space

Blank or negative space Can be used with the headline to enforce an idea A lot of white space is more elegant - tiffany co

Know everything he says about simplicity

Clutter holds back the product and ad Cutting off the fat Lemon ad Single minded proposition Simple is easier to remember Billboards, 15 second ads, posters are the perfect example of simplicity Focus on the details, every pixel Simplest stuff first

Inviting readership

Don't set type wider than 39 characters Avoid setting copy in less than 10-point type Break up long copy blocks with subheads Avoid setting body copy in reverse (white on black) Take care when you print copy over tonal matter, such as photographs Use lowercase when possible Either capitalize the entire headline or capitalize only the first word of a sentence and any proper noun End the headline with punctuation Align all copy to avoid a jumbled look Use normal punctuation throughout Use italics sparingly

Puns

Don't use them, no persuasive value

Brands can be loved and respected

Saatchi and Saatchi The future beyond brands - lovemarks Fads - High love and low respect Commodities - low love and low respect Most brands - low love and high respect Lovemarks - High love and high respect (inspire loyalty beyond reason(apple))

Product names

Sometimes created by copywriters Sometimes by specialists Intrinsically linked with equity Usually new products Existing products rarely change names Vending machine in greg hall were coke products and they had a card called the isis card, obviously they didn't want to be associated with isis terrorists Sometimes the product name is the job of copywriters Sometimes businesses that specialize in coming up with names

Elements used to hold a campaign together

The theme The visuals The words

What is new media?

Usually one-off, something you have not seen before, a combination of other medias so like pr and ambient, interactive and web New media used to describe web or internet It just has to bring the brand to life

Writing body copy

Writing Well, Rule #1: Write Well - Yet when I write body copy, long or short, I work hard at making it as smart and persuasive and readable as I can Write Like You'd Talk If You Were the Brand - use the brand tone, most have a successful one already but it's a honor to make a new one At the Same Time, Remember to Write Like You Talk - regular English is better than an authoritative tone. Write like you talk. Write with a smooth, easy rhythm that sounds natural. Obey the rules of grammar and go easy on the adjectives. Short sentences are best, especially online Pretend You're Writing a Letter - One person is reading it so write to that one person, intimate, conversational, personalize them Don't Have a "Pre-Ramble" - get straight to the point, most interesting first Five Rules for Effective Speechwriting from Winston Churchill 1. Begin strongly. 2. Have one theme. 3. Use simple language. 4. Leave a picture in the listener's mind. 5. End dramatically "It's Not Fair to Inflict Your Own Style on a Strategy" - Your job is to present the client's case as memorably as you can, not to come up with another great piece for your portfolio. Don't focus on your style, your style should be ingrained in your brain Once You Lay Your Sentences Down, Spackle between the Joints - everything should flow together Break Your Copy into as Many Short Paragraphs as You Can - long paragraphs are work, short ones arent When You're Done Writing the Copy, Read It Aloud - reading it out loud makes the mistakes more obvious Proofread Your Own Work - don't depend on spell check and don't use the word mediums If You Have to Have One, Make Your Tagline an Anthem - Try to write about something bigger than just your client's product. Own some high ground. In my opinion, the best ever written was for Nike: "Just Do It." Have it be inductive and deductive. Inductive - see what you can take out of a line. Deductive - taking the work you've got up on the wall and boiling its essence into an evocative, provocative, or anthemic tagline.

mind maps

client is best buy, have to do holiday ads - give a better holiday with best buy à holiday help and act of giving

elements of copy

copy is everywhere brochures, postcards, menus, posters, annual reports, coupons, newsletters there is a demand for words across every medium each has its own unique, suitable approach

headlines

dominant verbal element in the ad but it might not be the most dominant element in the ad

taglines (aka baselines)

tagline of brand

Characertistics of a good creative strategy

1. Focused. Built around a single idea a. If not the ads wont have focus b. A singal thread one idea is more powerful than two semi-ideas 1. Meaningful (avoid empty words) a. Empty words = vague i. The best, quality, value, unforgettable, versatile, unique ii. You have to question and determine what makes it the best or of value 1. Moving a. Are people progressing along the hierarchy of effects 1. Important a. Does anyone care? Can you make them care? b. Outstanding fact finding needed c. An inspired, smart key insight

The customer reviews

1. Read but don't believe everything you read 2. Ask/talk but don't believe everything people say, some people just want to please you or they lie and make something up when they know nothing 3. Use/play but don't simply trust your own observations 4. Introspection but don't assume your thoughts and feelings are universal

Brand equity and performance

1. The concept of brand equity 2. Taglines 3. Product names 4. Logos 5. Trade characters 6. Trademarks

Two more things to remember

A great ad won't save a bad strategy, but a great strategy can sometimes overcome a bad ad The better the strategy, the better the possibility of great creative work

Taglines

Aka baselines, slogans Reis and trout (positioning: the battle for your mind, 1981) Three brands are considered when purchasing Reflect the products message (from creative strategy: "what is our single minded proposition (SMP)?") Stay consistent from one ad to another Usually appear next to the brand's logo Appear in just about every ad in a campaign except outdoor and some alternative media Sometimes in outdoor, the tagline becomes your headline

Brainstorming

Alex osborn (1939) Batten, barton, durstine and Osborn (BBDO) 1953 book: applied imagination "using the bain to storm a creative problem commando fashion - with each stormer (group member) attacking the same objective Two principles Defer judgement - evaluate after the ideas are thought of Extended search - quantity over quality Four guidelines No criticism Freewheeling is welcome Hitchhike on ideas - you like an idea and you can add to it Go for quantity One of the best tknown creative problem-solving techniques Osborn cites success after success Digging deeper to find the resources Task - come up with ideas on how to reduce traffic congestion in the san Francisco bay area Three groups - group 1, brainstorming, free flow of ideas, no criticism - group 2 no guidelines - group 3, free-wheeling, encourage debate and criticism Results - group 3 came up with 25% more ideas than brainstorm and no instructions group Groups were asked to come up with more ideas - group 3 came up with twice as many new ideas - ideas judged as more imaginative and productive Another study - eight people working alone, then pooling their ideas Bottom line - debate and criticism actually encourages creativity no hard evidence brainstorming produces more ideas brainstorming favors first ideas (fixation) brainstorming privileges extroverts people believe brainstorming contributes to an overall creative environment feeling

Everything from sentence flow to and including "The final end line."

Alternate the length of the sentences Divide up paragraphs into smaller paragraphs Using poor grammar can make the copy more interesting. And. But The final line has three endings - call to action, concluding fact that completes the argument, a line that related back to the headline.

How do we come up with a concept

Back to the creative gods James webb young process Genius favors the prepared mind Our buddy luke says it like washing a pig, no rules, messy, pain in the butt, cause you don't know why and its chaotic (not really chaotic tho) The accordion analogy Start with creative strategy à creative concepts(scenarios) à executions Or creative strategy à executions à creative concepts Remember ALWAYS start with the creative strategy Then start washing the pig Executions (the individual ads)

Creative concepts

Bigger than individual headlinese and visuals Central theme that all the ads in a campaign are built upon Single minded, narrowly focused Unique, fresh, insightful "legs" that boy better be able to run and do ad after ad after ad. Longevity Find a human truth about your product Lottery - 48 hours of dreams

The Invisible Thread

Body copy has to flow seamlessly from line to line, paragraph to paragraph Headline flows into first line of copy then that line has to flow into the next like water

Body/sell

Body of body copy Main bulk, trying to sell Where the proof from the creative strategy goes Same tone/style Going back to the concept of the ad

Idea generation

Brainstorming mind maps attack by approach mental pinball

Brand vs brand equity

Brand = name or symbol used to identify the source of a product Brand equity = intangible asset (bigger than ads and campaigns) Loyal customers, brands, symbols and slogans, patents, trademarks, channel relationships Also image, personality, identity, attitudes, familiarity, associations, and name awareness Everything that adds value to the brand

Logos

Campaign for the Minneapolis college of art and design deconstructed logos and they were still recognizable Are similar to product names Sometimes designed by AD's Big budget goes to specialists Often by graphic artists (specialists)

When don't you do a campaign

Cant afford it Low frequency media buy

Manifesto

Captures the soul of the brand Declaration of beliefs, principles Who are we? What do we stand for? What do we value Sullivan pp 81-82 tone is key in manifesto

Why do campaigns

Continuity - storylines Image - Memorability - small changes Relieve boredom - people don't like advertisers and they get bored with them

The integrated writer and specialists vs. generalists

Copywriters now write more than just print ads They have to more flexible now, they can write a film, show, apps, songs, tweets Copywriters are inventors. They build brands Creative people are t-shaped, horizontally is their ability to collaborate across other disciplines, vertically is a specialized skill They should be able to go into other disciplines but do it too much and they become generalists that aren't great at anything

Part two - time to make some ads

Creative concepts and idea generation There's an initial meeting The creative team gets the creative strategy Now the work of the CW and AD begins Turn the creative strategy into an ad or campaign Work toward a "creative concept"

product name types

Descriptive Important in a new category or taste - cereal Benefit What does someone get out when using the product Powerade - boost of power Linkedin - linked with businesses people Personification Real people - jimmy dean, burt's bees Fictional people - dr pepper, betty crocker, peter pan peanut butter Geographic Fujifilm Johnsonville Boston market Made-up words Verizon Acceleron Carmex Coming up with names It's fun the first time When you see the name in public it is fun to see The more you do it the more of a drag it becomes

Immersion for creatives

Do you have to love every product or brand you create ads for? No You just have to understand why people in the target audience like it Empathy - the ability to understand and share the feelings of another So you need to immerse yourself in your product and its audience Beware - it can turn you into "that person" at parties Immerse yourself in it Brenco bearings and trying to protect people by giving the best equipment No one cares. They're just pretending Good creatives are part-time researchers Example: read - they want to understand everything Creatives are very curious Working on moes Read moes website - write one thing about it, know the menu, cost ingredients

What is the key emotional benefit?

Dunkin donuts flavored coffees (gateway to real coffee) The emotional benefit? You get to feel a little more like an adult Supporting evidence? How does burger king want to be thought of? What is the proof the smp is true? Since 1954, more BK restaurants have burned down than any other fast food chains

The SATT Syndrome

Each execution within a campaign should be expressed in the "same yet different" way Siblings not twins Playing baseball but everyone is a different position may not be enough and they should expand to other sports

Three perspectives on brand equity

Financial - higher brand equity you can charge more Brand equity - intangible asset that can be sold or leased, people pay to partner with you Brand extensions - new products, soap can go to body lotions Consumer based - built over a longer period of time, associations with the brand - favorable, strong, unique - advertising helps shape it Associations are a part of brand equity

The section "Get something, anything, on paper" up to "Do I have to draw you a picture?"

First, Say It Straight. Then Say It Great - possibly start with headline Restate the Strategy and Put Some Spin on It - don't let the strategy show, sculpt the strategy Put the Pill Inside the Bologna, Not Next to It - But the interesting part of an ad shouldn't be a device that points to the sales message; it should be the sales message. Customers hate sales pitches. So you wrap your pitch in an interesting bit, and they're more likely to bite. Stare at a Picture that has the Emotion of the Ad You Want to Create - moodboard, put yourself in the mindset of the ad Let Your Subconscious Mind Do It Try Writing Down Words from the Product's Category - then write other words that you think of "Embrace the Suck" - self-deprecation and being honest Allow Yourself to Come Up With Terrible Ideas - Start with some flat statement like "Free to qualified customers" and just go from there. If it sounds like I'm asking you to write down the bad ideas, I am; there's something liberating about writing them down Allow Your Partner to Come Up With Terrible Ideas - don't be mean, telling them they are trash stunts their work Share Your Ideas With Your Partner, Especially the Kinda Dumb, Half-Formed Ones - don't say the terrible ones cause that can stunt the growth Spend Some Time Away from Your Partner, Thinking on Your Own - it lets you work from your own perspective Tack the Best Ideas on the Wall. Look for Patterns Come Up With a Lot of Ideas. Cover the Wall - write everything down Quick Sketches of Your Ideas Are All You Need During the Creative Process - do details later Write. Don't Talk. Write - just focus on getting your ideas out Write Hot. Edit Cold Once You Get on a Streak, Ride It Never be the "Devil's Advocate" - what is good about the idea? What do we like about the idea? Coax the thing along Can You Use the Physical Environment as a Medium? Bowling balls, arcade games, candy store windows. Who says they can't - To promote its mobile search capabilities, Google and agency 72andSunny turned everything from drum skins to skateboards to ice cream trucks into display ads by doing nothing more than posing a question, in the form of a headline, smack onto the surface of things—all over New York City

Close/call to action

Go in for the kill Tell the next step What stores sell the product - where in the store, 800 phone number, website

More to know about campaigns

Harder to create campaigns than one shots Even harder to create a campaign across different media Snickers campaign "you are not you when you are hungry" - multimedia

Headlines and visual (pp. 71-85), up to but not including "Dealing with Different Formats)

Headline and visual - the relationship between headline and visual Direct and indirect visuals - indirect relates indirectly to the headline(random resort vacation photo), most are now direct visuals cause they are more important and don't rely on headline Avoid "headline repeating visual" - if the visual already says it, the headline doesn't need to repeat it, it slows down communication Headline introducing visual - headline shouldn't repeat visual. Like an invisible thread. Punchline revealed by visuals Contrast and contradiction - creates a tension that works well. Opposites attract. Powerful/unusual visual pairs with straight/understated headline and vice versa. The (alternative headline) headline and visual ad - headlines can be - two or more sentences, a list of words, a table of information, a list of facts and figures, a series of questions and answers, a series of letters and numbers Hierarchy (most-less-least) - maximum number of elements is six - headline, sub-headline, visual(s), body copy, tagline, and logo. Not all are necessary and the less important should be cut. Most important put first then so on. Reductionism (fat-free advertising) - reducing to the simplest. Advertising is communicating efficiently. Cropping and framing are important as well as composition

Media buying trade-off

High reach but low frequency - lot of people a few times - ad wont burnout Low reach but high frequency - niche audience a lot - ad burns out, need variety

The strategic invincibility of stupid

It appeals to a younger audience, and for the right product, stupid's often very smart Stupid isn't right for expensive products. But a breakfast cereal is perfect Stupid's not right for products with a real difference. Nor is it right for serious purchases Stupid, on the other hand, is refreshing in its naiveté. Stupid is without guile. Stupid says take me or leave me. On top of that, there's no way to contest stupidity, or argue its veracity Be careful with stupid. If you go for stupid and do it poorly, even a little offkey, viewers won't know you were trying to be stupid and so you'll just look stupid. Failures in this category are excruciating to look at, like watching a stand-up comic dying on stage.

Embrace your brand's voice

Its often different from your own Your brands voice is reflected in your creative strategy under "tone It needs to continue from the headline and visual into body copy and into the tagline Nike is boastful. "they came. they saw. They kicked butt."

The structure of body copy

Lead/transition Body/sell Close/call to action Build a theme It must be tied to your headline and visual Establish it early Maintain it throughout

Logos over time

Logos evolve, seldom totally change Logos should evolve Not change Should not be drastic nbc Peacock would be used to set the colors on the television Nbc had the block n and it cost them 1.25 million for the logo

The power of brand equity

Mcdonalds logo - when kids ate food with mcdonalds logo they liked it more The marketing of baby carrots - created a market when it first started, but recession slows it down What does the brand stand for - what do we want people to see the brand as For baby carrots it was as junk food People tend to think a candy bar with a green nutritional label is healthier than a red or white label, even when the numbers are the same

Print first, TV second

Print has to communicate an idea in a few seconds Print is the foundation Print is considered to be advertisings hardest creative discipline Tv can rely on 30 seconds and hundreds of images

Word puns vs. visual puns and double meaning

Puns are "plays on words" Two worst types are rhyming pun "to pee or not to pee, hippy birthday" Sound-alike pun "Czech it out, bored of education, let's talk about secs" Most puns suck Visual puns are less despised and more lateral Double meanings work way better and still are a play on words Both meanings have to relate to the message/product One meaning has to be a reason to buy the brand Can have negative meaning if the other meaning is equally positive

The five R's of design

Research - start of the process, what the brand sells, competition, target audience, brand design. Keep a folder of ideas that you like and get you going, and what already works Roughs - 2nd step, start sketching anything and everything. Thumbnails to get the composition of the ad right. Revise - 3rd step, pick the best, use the research and your knowledge to make the decision, develop several don't get too attached to one, speak to client and get their feedback but they don't have design background so make sure the roughs are understandable enough Ready - 4th step, combine roughs and thumbnails to create the final layout. Different size of print ads, trim size(page), non bleed and type area(less than page), bleed (more than page) Run - final step, not designer's problem, make sure everything is prepared and the company will make their choice

What is a campaign?

Series of ads that make up a concept/idea Campaign idea - overriding "umbrella" thought that drives and determines each execution. Executions make up a family Tone of voice and visual style remain consistent Campaign should not be limiting, morning/day/night is not enough

Campaign

Series of ads with the same creative strategy and similar creative executions Therefore A single creative strategy for the whole campaign

Keys to memorable taglines

Simple Emphasize benefit Challenge consumer Emphasize reward or action Quality statement Twist an existing phrase Poetic devices: rhythm, rhyme, alliteration

Logo considerations

Simple Two years ago - subway logo, eat fresh, simplified the colors, no tagline Chilis logo had grill and bar in title Act as a descriptor Unique, recognizable Be compatible with your image flexible animation

Everything about USPs

Sometimes called product difference Parity products do not have obvious usps Product/brand name - each time you hear the usp, it reinforces the name Physical characteristics - unique look like VW Beetle Logo/identity - not easy to do, absolut slick simplicity because of logo Packaging - altoids box Taste/flavor - chewy, spicy, taste alone isn't enough it needs to be a certain taste. Sour then sweet Heritage/history/reputation - classic sneaker, vineyard Price - if its surprisingly a good price/vw polo or reassuringly expensive/stella artois How product is eaten or used - kit kat, break/kitkat. Twix, left twix/righttwix Competition - comes from competitive or comparison strategy How product is made - famous distillery or manufacturer Ingredients - caffeine-free, calories Timing of use - seasonal ads Product lifespan - if the product has a unique lifespan Personality - brand personality Attitude - nike attitude, it has to be needed Existing advertising - build on what they are already doing Consumer - famous people who use the brand. shaq Owner/staff - find something unique about the staf/employees Character - strong branding device, geico, dos equis, has to relate back to idea Outlet - the particular place or country where a product is sold, the roots of the brand Be the first to own the USP, if not you will be compared to the first or consumers will just think it's the other brand Easier for market leaders You can make usp emotional Advertising could be the last usp as long as it is really good Variety proposition has something for everyone but it doesn't work, use extremes or opposites, have variety relate to the product Two in one tool to advertise two benefits at once but it rarely works

Why can a great strategy help creatives?

Starting off is like a long hall that is dark. Good ads behind doors. Like a hotel hallway Craft your creative strategy. Every single word matters. Remember: The resulting ads must always reflect our SMP

Chapter 8: Entire chapter

Stories Run on Conflict - Conflict is what makes things interesting. Tension makes us lean in to see what's goin' on. When Everything is Okay, We Aren't Interested - Entire brand dynasties have been built on what one might call "warning signals." FedEx, for example. Depritive strategy, getting rid of the product and imagine how bad it would be Without is Usually More Interesting than With - the best strategies and the best work usually come from a place of conflict and tension: strategies built on top of—and powered by—tensions. Creativity happens in response to a problem Identify and Leverage the Central Conflicts Within Your Client's Company or Category - Wherever you find polarities or opposing energies, you'll find conflict. And where you find conflict, you'll find the rudiments of story. The trick, then, is to pit these opposing energies against each other and look for stories to emerge. To Spark Story, Start with This-vs-That - conflict and tension. Pit the brand against something. Coke vs pepsi Brands as Archetypes - archetypes suggest story. The Hero saves the day. The villain. The magician Campaigns vs. Platforms - A platform is not a campaign. Platforms Are Ideas That Create Ideas - a campaign as a series of ads held together by similar messaging, or typeface, art direction, or architecture. Campaigns can be great platform, on the other hand, is a world. And here's the important part. It's a world with its own rules Think of a Campaign as a Movie and a Platform as a Hollywood Franchise - As you can see, a platform is an idea that creates ideas. And the richer the set of rules in your world, the more stories you can pull out of it. This is why platforms often last much longer than campaigns. As great as that campaign is, it's not a world. Well, it is a world, but it's a small one with just the one rule Two Signs You Have a Platform: It Fits on a Post-It Note, and It Starts Talking to You and Won't Shut Up - A platform isn't just a story. It's the mother of stories. One sentence. Truth + Conflict = Platform - 1. Start with the truest thing you can say about the brand. 2. Then start looking for conflicts/tensions that happen as a result of that truth. Platform is the tagline

good taglines

Strategic Recall brand name Impart positive feeling about brand Not usable by competition

Types of taglines

Summation - sums the ad up Explanation - explains the ad, without it you do not understand the rest Proposition - repetition of the proposition or product benefit. Have to be first to own benefit. Can be used for usp too Brand/umbrella - client-driven line that sums up the brand rather than the campaign idea. Can confuse the customer or clutter the message. Needs to be like an umbrella and be broad to encompass the current and future ideas of the brand. More serious, more for non-advertising purposes Invisible - non-existent, the ad is simple enough to where it is not needed

creative brief in detail

Support the product as it exists Build an organized case to sell your key insight Look at your secondary research and figure out the holes to fill with primary research Key insight must be about a group of consumers' perceptions or practices that advertising can address Numbers important to figuring out what you are trying to solve, and the why them, how big the market is and why the market is receptable Target market isn't current customer rather who you want to address Give target audience a descriptive name In competition, say what they are saying and what they stand for Single minded proposition must be single minded Smp support only include information about Tone should be one adjective Use creative brief form in lecture Keep headings Your manifesto should reflect how we want to be thought of and capture the tone described in your strategy

"Which comes first?"

Tagline vs the ad Sometimes the ad informs the tagline, and the tagline is made after to fit. The tagline can also be something that stays the same from campaign to campaign, so the ad has to fit the tagline. This can restrict ideas

The dying tagline?

Taglines are an important part of brand definition Why taglines are in a decline Mergers and takeovers, resulting in greater campaign "reappraisals" Industry politics, causing a rise in account power over creative power (and therefore an undermining of copywriters and their craft) Demand from clients for concepts that look like finished ads (the contradictory "finished roughs"), leaving less time to spend on the initial idea Young teams who are more concerned with winning awards in the short term than selling brands in the long term

Lead/transition

The first sentence or first paragraph in long copy Grabber/pull people in

Trend toward the wordless logo

The more the people see the shape the less the words are needed Taglines get dropped after it became associated with the brand Im lovin it with mcdonalds - think different with apple Symbols work better than long names on computer screens and apps Symbols allow for playing in different industries Symbols evoke a reaction more quickly than words Symbols cross borders more easily

Creative concept (or just "concept")

The overarching creative twist shared by all ads in a campaign A creative concept can be described in a simple sentence Colsubsidio library The single minded proposition:the place that books can be exchanged (not a creative concept) Come with a story and leave with another (creative concept) Creative concept: embed the image of one literary character inside the image of another Ameriquets mortgage company The SMP: We take the time to understand our credit situation Creative concept: show situations where people jump to very, very wrong conclusions Discovery centre The smp - elarn about the science behind rock and roll Replace parts of names of bandsd and performers with elements Centre centaire paris loft The smp - make the teeth white as possible Creative concept - turn objects that are normally yellow white Not all ads are conceptual - suits type beat

The section on love, honor and obey your hunches

There were no special effects, no comic exaggerations, no visual puns, or any other device I may have touched on in this book. Just an intuition two guys had, successfully captured on film. Check it out. sort out the feelings you have about the brand and then articulate them in the most memorable way you can "You cannot logic your way to an audience's heart." Not everything is rational

Characteristics of good body copy

Think of someone in a target market, not the target market Write to a single person Single theme Tell me something I don't know Educate them Surprise them Avoid superlatives Come across as bragging and makes it look like an ad Excessive, exaggerated Vary the length of sentences and paragraphs Support the unbelievable Shorter is usually better Write long. Edit ruthlessly.

Purpose of headlines

To get people's attention Gains immediate attention Helps select the right prospects Leads the reader into the text Works with the visual and tagline to deliver the creative strategy Writing headlines Write a hundred for each good one Not a job for the "I did one I like, I'm done" person Illinois bureau of tourism Convince people that Illinois isn't all flat and people could ski Competitive Call out other brands Anesis From Greek for loosening or relaxing Start with a lofty, dignified statement and let it go downhill Fear Portland electric - telling businesses to put lights outside News Statistics Simile Verbal - it's like Humor Everyone is trying it Anxiety Bad breath, make them fear losing hair Questions Testimonial Made up testimonials as well Empathy How they feel Embrace your shortcomings They may have some flaws but it's a part of the process Twist a familiar phrase

The section on ideas as press releases

Turns advertising from an interruption into the interesting thing The shocked reactions of customers said more than any commercial ever could have Here's why you want a press release-worthy idea: You want people to talk about your idea. So, the bottom line is this: Ask yourself, "Is my idea cool enough that the press would write a story about it?" And I don't mean a story in Ad Age but the News at 6. If your idea has heft, if it's truly amazing, you should be able to describe it as news and in the form of a press release. Try Something Naughty. Or Provocative Bottom line: Do something you're not supposed to do. Break a rule; the more sacred the rule, the better. It can make you question if the company will let you do the idea

The sections about "Push It"

Tweak, rework, and improve your idea, keep pushing the idea till you find what is there Literal is boring while lateral are more original and surprising Just keep digging and building off the original idea You can push a headline into a better visual Don't go literal, go lateral Simple and lateral Pushing it in the campaign works as it means creating new versions of the campaign

Know everything "Bernbach"

Value consumer and treat them like they are smart Selling the product is number one Advertise the right way Believes advertising isn't a science Most things in advertising originated from bernbach

Definition of a creative concept

Varies greatly from the academic view to agency creatives' view Academic Sum of the visual and the headline Foundation Creatives The creative leap The inspired insight

What is integrated?

When an idea is translated into more than one form of communication or media Multimedia Print, TV, Radio, direct marketing, and pr are old media forms Ambient/guerrilla, social media, viral, digital/interactive are new media forms Trend to be multimedia now Four different types of multimedia A big idea for a single client/project with multiple executions (no repeats), translated into multiple media A big idea for a single client/project with multiple executions (some repeats), translated into multiple media A big idea for a single client/project with multiple executions (all repeats), translated into multiple media (lazy but has worked in the past) (shows that the idea is simple and maybe smarter and more effective to drive a message home by simply repeating the executions verbatim A series of smaller ideas for various clients/projects, each translated into one or two media, but when combined, the agency's portfolio is multimedia Good companies should be able to do all four levels Pedigree, gamekillers, youth vote 2006, the wales tourist board are all multimedia

Be in the moment

When things go wrong you can make a joke and capitalize Facebook and instagram

Four types of logos

Wordmarks Freestanding word, or multi - letter abbreviation - Disney, IBM Letterform Comprised of single letter - beats, honda, facebook Pictorial Illustrated symbols of recognizable things - starbucks, crocs Abstract Doesn't represent anything recognizable

1. The visuals

a. Make the same artistic decisions b. Use the same typefaces c. Use the same general layout i. Breathe-right strips - color borders and the copy stays in the same spot ii. Coca cola ads all look the same iii. McDonalds - foods in the wrong containers and simple visuals

campaign visuals

a. Make the same artistic decisions b. Use the same typefaces c. Use the same general layout i. Breathe-right strips - color borders and the copy stays in the same spot ii. Coca cola ads all look the same iii. McDonalds - foods in the wrong containers and simple visuals

1. The theme

a. Sell the same feature or benefit from ad to ad b. Use a tagline/baseline/slogan that holds the ads together thematically i. Jeep - "see what ever you want to see" - penguin and giraffe - animals flipped ii. The learning channel "life lessons" iii. Kindercare "your child's first classroom" iv. Crunch rocky road "but we're as good as ever"

campaign theme

a. Sell the same feature or benefit from ad to ad b. Use a tagline/baseline/slogan that holds the ads together thematically i. Jeep - "see what ever you want to see" - penguin and giraffe - animals flipped ii. The learning channel "life lessons" iii. Kindercare "your child's first classroom" iv. Crunch rocky road "but we're as good as ever"

1. The words

a. Use a similar format from headline to headline i. All headlines could start with a question b. Use the same tone i. McIlhenny Tabasco 1. Tone is all the same and the composition doesn't change ii. Nicola finetti 1. Same tone iii. Walden bookstores 1. Book as composition and they gassing up books

campaign words

a. Use a similar format from headline to headline i. All headlines could start with a question b. Use the same tone i. McIlhenny Tabasco 1. Tone is all the same and the composition doesn't change ii. Nicola finetti 1. Same tone iii. Walden bookstores 1. Book as composition and they gassing up books

captions under pictures

after headlines captions are the second most read part of the advertisement use it to sell

mental pinball

bounce from idea to idea don't stay in one place very long write down anything remotely interesting and move on but you still get stuck

Brand manifestos

brand manifesto is the blueprint of a brand, its DNA in words. Reading a great brand manifesto should make you want to run out and try the product. You should feel the brand fire in your bones.

trade characters

energizer bunny flo geico gecko why creatives often don't like working with trade characters because the big idea of the ad is someone elses idea someone elses success mr. whipple and how the homie never dies

you have three main elements by which to ddeliver your message ( your smp)

headlines, visuals, taglines they work together the quicker, the better DO NOT rely on body copy (people just read headlines) Words and visuals have to work together like they are in a relationship Harmony Synergy Surprises or it will get really boring Sometimes one or the other has to do more than half of the work Sometimes it is the visual Sometimes it's the headline

Strong brand equity leads to

more predictable income stream. increased cash flow less money to maintain it. asset that can be sold or leased.

in advertising, TM's can protect

product names Hershey vs tincturebelle Weed packaging took inspiration from Hershey packaging Tagline - satisfy your craving Pinnacle foods tagline Logos Trade characters Not Headlines Copy Phrases Descriptions of product Protect tm or lose it A lot of companies have lost their trademark

trademarks

protect companies from people who will try to rip it off protects the consumers double archs cant be robbed by mcdonalds

Why simplicity

reduce your argument to a few crisp words and phrases The customer has to get your ad instantly, still needs substance Cut away every part of the ad you don't need, which is usually most of it. Simple has Stopping Power Simple is Bigger (stands for more) Simple is Easier to Remember Simple Breaks Through Clutter Get the ad down to one thing

subheads

smaller than headlines, bigger than the rest of the copy should not be used to explain something if a lot of copy, use it breakdown the copy and get the point across

attack by approach

the following are just a few of the many available attacks search for visual and verbal metaphors Miami rescue mission - found signs and gave them labels from the homeless point of view Personification Hyperbole - exaggeration Is there a paradox? - statement that seems absurd but is true

what to do when you suck

the horror of creative block - doubts, be someone different - if a creative genius was working on what would they do, be the people you admire or look closer to home mental mobility is important brain freeze can be caused by a blank piece of paper make a bad ad, then keep aiming higher than the last one hit the books, advertising award books, inspiration, how they did it, the thought process the one show - CA (Communication Arts Magazine) - Archive (Luerzer's International Archive) find your happy place when you suck peter Sheldon's happy place - dot's back inn the answer to any advertising problem can be found at the bottom of third miller lite bottle walk away when you suck and look back at it later

body copy

the smallest copy, for the most part sell the brand, look at the creative brief and use the proof that the smp is true, sell, sell, sell

mandatories (legal stuff and anything else required)

the words you choose matter eating healthier college cafeteria a lot of customers, around a third each vegetables the selection rotated each day but they decided to write a description make the vegetables sound healthier or indulgent nothing dressing up the term à basic condition