ADV 390 Exam 2 Readings
Barry What is integrated? main points
- When an idea is translated into one or more different types of media - a really big idea - an old idea other words that mean same are multimedia, multiple media, mixed media, etc
Sullivan 5 Rules of effective speech writing- Winston Churchill
1. Begin Strongly 2. Have a theme 3. Use simple language 4. leave a picture in the listener's mind 5. End dramatically
Barry The Final End Line: 3 ways to end or sign off your body copy
1. Call to action (phone number, website, address, etc.) 2. Concluding fact that completes argument 3. Line that relates back to headline *most common in traditional advertising*
Barry Word puns v visual puns
word puns rhymes and sounds alike, lowest form of advertising visual puns are less despised than word ones. Simpler, cleverer, more intriguing, lateral - puns that are same spelling of word but have double meaning are much more accepted - fear of puns paronomasiaphobia
The Same Ad Three Times Syndrome (SAAT)
you want people to anticipate the next execution, not expect it better to have 3 mini ideas that work together we consciously think our ideas need to be related Each idea in a campaign should be expressed in a "same yet different" way
Barry USP Logo/ identity examples
Absolut vodka, mercedes
Barry Everything from sentence flow to the final end line
Alternate lengths of sentences Divide body copy into paragraphs, shorter paragraphs are easier to read
SAAT Syndrome- Categories of Campaigns
Boddingtons, Freespirit holidays, VW Automatic, seen one seen them all
Barry USP Product/ brand name examples
Comfort Inn (comfortable) Payless (cheap) Each time you see or hear the name it reinforces the benefit communicated in the advertising Advertising reinforces the name
Barry Questions every art director should ask for each layout: Color Pallette
How many other colors?
Sullivan Writing a body copy
Most people won't even read the body copy; 5 rules
Barry Photography or Illustration
Most print ads use photography, but illustration is becoming more popular Photography used when visual has to feel real Illustration used when visual is abstract and surreal After you pick one, you have to pick the specific style that suits you
Barry USP Character examples
Old Spice's The man your man could smell like Dos Equis "most interesting man in the world"
Barry USP Ingredients examples
One calorie; caffeine free
Sullivan General Notes from chapter 5
Peter Bary- invisible thread Best tagline ever written- just do it. Be objective
Barry USP Consumer examples
Testimonials, endorsements
Barry The SAAT Syndrome
The Same Ad Three Times Syndrome
Barry Contrast and Contradiction
The more a headline and visual can contrast and contradict one another, the better. General Rule: Opposites attract. Powerful/ unusual visual + straightforward headline = good ad
Platform Formula
Truth + Conflict = platform
Barry Questions every art director should ask for each layout: Logo
What size/ version/ B&W?
Barry ESP- Emotional Selling Proposition
When communication is to solely be used for emotional appeal Doesn't offer anything unique other than to trigger an emotional response
SAAT Syndrome- Categories of Campaigns, Boddingtons
clearly not the same ad three times
SAAT Syndrome- Categories of Campaigns, seen one executions, seen them all
clearly the same ad three times
Sullivan what percent of ads are written poorly
95%
Sullivan Brand Manifesto
A manifesto is your brand's magna carta, rosetta stone, declaration of independence all rolled in one Makes you want to go out and buy the product
Barry Which comes first? End Line
AKA Tagline Not most important part of ad, but first Start with idea, then wrote tagline to express idea, then brainstorm how to execute in order to *add left brain to the right brain*
Barry USP Packaging examples
Altoids mints metal box, Grolsch beer hard to open bottles
What is a platform?
An idea that creates ideas
Barry what is new media?
Any media that has yet to be defined. Web is NOT new media. example: VW ice sculpture of car to show AC
Barry Questions every art director should ask for each layout: Branding
Are you missing a useful trick that would make it clear what brand you are advertising?
SAAT Syndrome- Categories of Campaigns, Freespirit holidays
Arguably not the same ad three times
SAAT Syndrome- Categories of Campaigns, VW Automatic
Arguably the same ad three times
Barry USP General
Be the first to own it Tie the product back in
Barry What is integrated? Hardest to Easiest to Pull Off
Big idea for a single client with multiple executions {} translated in multiple media 1.{no repeats} 2{some repeats} 3{all repeats} 4 A series of smaller ideas for various clients/projects, each translated into one or 2 media but when combined the agency's portfolio is multimedia
Barry Questions every art director should ask for each layout: Format
Billboard, landscape, single page, double page?
Barry USP Existing Advertising examples
Building on a known campaign for the product Going against a known campaign for the competitor
Sullivan A platform is not a campaign
Campaign: A series of ads held together by similar messaging, or typeface, art direction, or architecture Platform: A world with its own rules A campaign is a movie, Platform is a hollywood franchise
Barry Double Meaning Puns
Can be used in taglines and headlines to great effect ex- labour isnt working for it to work, at least ONE of the meanings has to be a true reason to buy the product ex- "our product sucks" vaccuum
Allman Five R's of design #1 Research Swipe File
Collection of advertisements and visuals that you think are interesting and different, collection of ideas not copywrited to use for reference
Barry Specialists v Generalists
DEPTH is greater than BREADTH Today's creative person is T shaped. Depth in one area and skills across areas. T as Tertiary NOT TOTAL PACKAGE
Sullivan Writing a body Copy Rule #5
Don't have a preramble
Sullivan Puns
Don't use them!
Barry USP Product Lifespan examples
Elmlea whipping cream "keeps fresh for up to 8 weeks"
Sullivan Ideas as Press Services
Example of ideas as press release: CP +B's "whopper freakout" for burger king.Tell people they are out of whopper and record reactions. Reactions show more than any commercial would have.
Sullivan Love, Honor, and Obey your Hunches Bernbach
Execution becomes content in a work of genius meaning you have to know your customers better than competition. - how you say something can be more important than what you're saying - Feeling of buying your first home, can look boring on paper but gives an emotional feeling
Allman Five R's of design #1 Research
Find out all you can about the product, service, or company Learn about the competition and target audience
Sullivan Get something, anything on paper- do I have to draw you a picture?
Hardest thing to do is put the first line down Don't let the empty page (white bull) intimidate you. Hemingway coined the white bull phrase.
Barry Push It Copywriting
Headline writing is hardest and probably most important part of copywriting example- to get people to stop smoking literal- warning on cigarette box lateral- visusal of surgeon label and would you still eat it?
Barry USP Heritage/ History/Reputation examples
Hotel, vineyard, classic sneakers
Barry Questions every art director should ask for each layout: Hierarchy
How do you want someone to read your ad? Importance and size of headline/ visual text?
Barry Questions every art director should ask for each layout: Final Test
How will the ad be remembered? How does the ad have a final impact?
Post It note rule
If you can't write your big idea on a post it note, it's probably not a big idea. Big ideas should be summed up in one sentence.
Barry "Advertising is the USP"
If your last resort is there is no USP, you can't find a USP, and there's no SP you can own - advertising sets one totally generic product from another - ADV needs to break new grounds, and exhibit more imagination and flare than competitors
Barry The Dying Tagline - Why are taglines dying?
Increase in: mergers/ takeovers resulting in campaign do overs industry politics clients want finished product, not idea young teams who are award hungry and don't care about brand in long run
Barry Direct and Indirect Visuals
Indirect- relates indirectly to the headline, often just an art direction or a background that helps give ad look, feeling, or meaning Direct- visual relates directly to headline in some way Directs more important than indirects
Barry USP How Product is made examples
Jack Daniel's Distillery
Barry USP How product is eaten or used examples
KitKat, Have a break, have a KitKat Guinness how to pour the perfect pint
Barry Push It- lateral ideas
Lateral ideas make better ads. - original, unsuspectful way of thinking of something example: saw blades as bike seat
Sullivan Strategic Invisibility of Stupid
Leo Burnett Campaign- bizarre ads with no mention of anything related to mints. "soon your altoids will blossom" Candy is example to use stupid to good effect, because people don't have to consider much when purchasing it. Skittles= highest campaign profile
Barry Questions every art director should ask for each layout: Search
Look around for visual references that may help to communicate your idea
Barry Headline Introducing Visual
Makes most sense when you read headline first, then visual
Barry Visuals
Max number of elements in a print ad is 6 Less= more
Barry Avoid Headline Reporting Visual
Most common issue by adv students. Part of the headline is communicating what the visual is already repeating.
Barry 5 Types of Taglines 5. Invisible Tagline
Nonexistent, for ads that have a simple message
Barry Questions every art director should ask for each layout: visual
Photo or illustration?
Sullivan Writing a body Copy Rule #4
Pretend like you're writing a letter- write to one person Best copy feels like a conversation not a speech
Barry The invisible Thread
Primary goal is to make everything flow together in the body copy, like an invisible thread pulling it together First flow is headline to first line of body copy Show flow like drip of water running down a wall- Tony Cullingham
Barry Print First, TV Second
Print adv is hardest and most creative discipline, especially compared to broadcast if you can do print you can do anything print is to adv what figure drawing is to fine art
Barry Reductionism (Fat Free Advertising)
Reducing as much as possible, but the ad still works Max # of elements is 6, but the chances are, you don't need all of them
Barry 5 types of Taglines 3. Proposition Tagline
Repetition of the proposition or Product Benefit. Product OWNS this benefit
Barry Questions every art director should ask for each layout: History
Research brands previous ads, are there any layout decisions that should be kept or changed?
Barry USP Timing of USP Examples
Seasonal ads on February 14th for valentines day
Barry what is a campaign?
Series of ads that make up an idea/concept
Barry Questions every art director should ask for each layout: Typeface
Serif or Sans Serif? What type of styles/ weights? How many?
Barry what is a campaign? Executions
Should look like a family, each one should build on the next Should be consistent Campaign should have the potential to produce more than 3 executions (not easy to do)
Sullivan Why Simplicity
Simple is big Simple is easy to remember Simple breaks through clutter Simple doesn't age
Barry USP Price examples
Stella Artois "reassuringly expensive" beer, VW polo "surprisingly ordinary prices"
Barry 5 types of Taglines 1. Summation Taglines
Sums up the campaign idea
Barry when its hard to find unique USP. . .
Take a market leader and think of an area that is yet to be owned watch- time dating agency- love bank- money As last resort, advertising as USP
Sullivan making your whole ad the sales pitch, Bernachs advice
The product, the product, the product. Stay with the product. Don't get seduced by ideas no matter how appealing they seem. - allow yourself to come up with other ideas first -work, don't talk outloud with your product
Sullivan making your whole ad the sales pitch
Think about giving a dog a pill; you wrap it up in something good like bacon. Customers hate sales pitches, so wrap sales pitch in an interesting bit.
Barry Finding the USP categories
To find USP has to come from one of the following categories product/brand name, physical characteristics, logo, taste, history, how product is used/ made, timing of use, ingredients, product lifespan, personality attitude, existing advertising, consumer, owner staff, character, outlet
Barry Push It
Tweak, rework, and improve your idea - results in a more lateral way of showing something
Barry USP
USP referred to as Product Difference
Barry USP physical characteristics examples
VW beetle shape (came from beetle like shape) color, shape, design, features
Barry Questions every art director should ask for each layout: Tone
Visual Tone of Layout should match the ad's written tone of voice
Sullivan Ad biz summed up
We are storytellers in service of brand
Barry Questions every art director should ask for each layout: Look
Will the layout have a clean look?
Sullivan Writing a body Copy Rule #1
Write Well
Sullivan Writing a body Copy Rule #3
Write like you talk
Sullivan Writing a body Copy Rule #2
Write like you's talk if you were the brand
Allman White Space
Your layout can be thought of as the package of your idea, how effective this is is determined by white space use white space- blank or negative space Bad placed white space can make an ad confusing White space can make a big statement or create feeling of exclusivity (tiffany's)
SAAT Syndrome- Elements of campaign that should be different
executional ideas (headlines, visuals, ect)
Barry 5 types of Taglines 2. Explanation Tagline
explains campaign idea (if you covered up the tagline, you wouldn't understand the idea)
Barry what is a campaign? Campaign Idea
overriding "umbrella" thought that determines the expression of the campaign thought
Barry USP taste/ flavor examples
sour patch kids "they're sour, then they're sweet" Taste alone is not a USP, you have to define the taste
SAAT Syndrome- Elements of campaign that should be same
strategy, campaign idea, tagline, proposition, tone, art direction, branding
Barry 5 Types of Taglines 4. Brand or Umbrella Tagline
sums up brand, rather than campaign idea. Often used for non adv purposes. In order for it to work it has to be broad enough to hold current and future ideas for the brand
Barry Which Comes First Taglines
taglines not always given time they deserve right tagline can be used many times consistent solution can sometimes work better than a consistent tagline
Barry USP strategy
try to tackle products that are more group related/ generic and don't have an obvious USP This makes you FIND the USP