J4204 Midterm- Textbook Reading Info
don't try to fix something that isn't broken
gap- modernized logo went bad tropicana- orange juice glass instead of orange with straw went bad
When should testing be done?
when the art director, copywriter, an client are in disagreement or experiencing doubt
why do taglines change?
when their is a new creative campaign developed when a new advertising agency is hired when the tagline has outlived its usefullness
tagline
will change over time more than any other identity element but some remain and become a part of the vernacular... having a tagline that becomes part of popular culture is good and bad (can be a cliche, can help associate)
character advertising done right
will reinforce a selling characteristic (ex: snap crackle pop) ex: gieco and AFLEC made their brands more approachable
BBDO's Approach to creative brief
written like an action plan Get (target audience, described in demo and psycho terms) To (what you want as a result of ads) By (what your ad will communicate; your big idea) also includes support(how you back up what youre saying), tone (attitude of your ads) and executional guidelines
can you break the "rules"?
yes. write as much as you need to accomplish your advertising objectives. You may not even need any copy
a visual and headline combination should...
"invite our brains to combine all the elements together and come up with a greater message"
suggested copy format
"slug" the ad in the upper-left corner with name of the company, size, and medium and working title in quotes identify the visual idea, headline, copy, logo and tagline, plus other elements used double space s that its easy to rad and revise, and easy to sell
design: must you show the product?
"we are not paid to put the product in an ad, but in the consumers mind" not necessary to show a product that's been around for years BUT if packaging changes you'll want to show it and make a big deal about it in your ads also show new products
Hispanic americans
$1 Trillion purchasing power most prefer to read and hear ads in spanish author of latino boom suggests advertising in both english and spanish because acculturated latinos live in 2 worlds: the english world of work/school and spanish world of family/friends spend more on phone services, apparael, and groceries (larger families) advertisers should emphasize importance of family and tradition with this target 1/3 younger than 18
50-plus market (baby boomers)
$3 trillion in buying power but advertisers remain youth obsessed less than 5% of ad dollars targeted to this audience (maybe bc average age of an ad agency creative is 28, nationwide less than 5% ad personnel over 50) seniors portrayed as unflattering and stereotypical in advertising
Next in the process...
- account exec makes creative brief -creative team will develop lots of ideas and concepts -concept testing with target audience before ads run ^^^ but, the more an ad idea is tested and manipulated on the basis of consumer research, the more watered down it becomes. Afleck duck would have never aired if they had listened to focus group-sometimes you have to make executive decision against certain findings. Testing should be as naturalistic as possible and only done in homes- if its a print ad give it to consumer in context of a magazine and have them take it home and come back tomorrow.
common mistakes in research
-Asking the wrong questions -Not studying someone typical of your audience -Believing everything people tell you -not testing to see if the data are relevant to your client's problem -biasing the results
outdoor and transit ad tips
-bold and big type -simple graphics -no more than 8 words -brand/company name prominent -use campaign theme or tagline as headline
inviting readership
-dont set type wider than 39 characters -avoid setting copy in less than 10-point type -break up copy blocks with subheads -avoid setting body copy in reverse -take care when you print copy over tonal matter, such as photographs -Use lowercase whenever 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 copy elements to avoid jumbled look -use normal punctuation throughout (not ...) -Use italics sparingly
good creative media examples
-hair transplant companies with mirrors on the top of subway stations -ll bean drove giant boot through major cities -papa johns circle of wheat to promote new whole wheat pizza everyday items have become media vehicles need to ask if the medium is relevant to the brand and consumer
guidelines for writing effective copy
-love your prouct -don't try to do everything in one ad -write to one individual -translate business-speak to human-speak -avoid catchall phrases (quality, value, service, caring, integrity) -be specific/ avoid generalities -don't brag (put into consumers advantage) -use the present tense and active voice whenever possible -use transitions to connect different thoughts and establish a relationship between them -avoid cliches (early birds, world class, state of the art, sleep like a baby) -vary the length and structure of sentences -make the strange familiar, the familiar strange -write "out loud" -use contractions -pay attention to every word -test your copy -revise your work -proofread your final version
When starting an ad campaign...
1) State your questions Define the questions or problems you're investigating. What real or perceived difference makes your brand superior? How should this be communicated? How do customers see current campaign? 2) Dig through secondary sources Looking for info that exists in company records, trade associations and libraries and on websites ... Company Records -Annual Reports= info about corporate philosophy, the competition, future goals, and financial data. Always has optimistic slant/bias so should just be a starting point -Customer Profiles= database of age, sex, income, education, family size, and living situation gathered by product warranty, sweepstakes, applications for credit, rebate, etc. -Technical Reports= just need to stumble on the right line. Ogilvy for Rolls Royce using an engineers statement "at 60 mph the loudest noise in this new Rolls Royce comes from the electric clock". The chemists, engineers, and scientists. -Websites= the company's website is a great starting point bc overview of history, key employees, high-lights in product line, customer questions, download tips, games, etc. Presents the companies best face and is one-sided so addition research is necessary -Social Media= often extreme reactions from people; these strong opinions can be forwarded to millions of people, sometimes forcing a brand to change its direction ... Trade Associations -areas of interest staffed with knowledgeable people ...Library Resources - help give you important background info on yur client, the industry, and consumers ...Syndicated Market Data - research companies offer paid subscriptions to detailed looks at the lifestyles and shopping habits of various US markets 3) Primary Research Observation, focus groups, surveys and experiments. Get first hand experience of yours and the competitors product- FHE gives important insights that may lead to the big idea just like Kellogs raison bran with two scoops in eery box. For observation, goto store and see how your brand is displayed/ ask sales person about your brand vs competitors, study peoples garbage. Use multiple methods in all 4) Interpret the data Don't jump to conclusions- tackle the right issue
Nearly every creative brief includes these 4 things:
1) insights about the target audience 2) insights about how the target interacts with your brand 3) what you want your target audience to know (benefits) and feel (appeals) -"human history boils down to the influence of love, sex, greed, hunger, and insecurity" 4) Key Insight (the big idea)
creative ads do what 3 things
1) make relevant connection between brand and target audience 2) presents a selling idea 3) are unexpected
Foote, Cone & Belding strategy model based on two factors:
1) some purchasing decisions are based more on logic, wheras others are based on emotions 2) some purchasing decisions may involve extensive deliberation, whereas others are made with little to no thought visualize this model as a grid with four quadrants q1 thinking/high importance = informative model... customers need alot of info bc of the importance of the product and issues concerning it. i.e. cars, cameras, computers. long copy and specific info q2 feeling/high importance = affective model... consumer reliess less on specific info and more on attitudes and feelings. related to self esteem. i.e. jewelry, makeup, fashion, motorcycles: image ads with dramatic visuals and emotional statements q3 thinking/low importnace = habit formation model... consumer makes purchasing decision with minmal thought/ trial purchase as a coupon most effective. i.e. food, cleaning products: messages always remind consumer to choose the brand q4 feeling/low importance= self-satisfaction model... consumer is a reacter for personal tastes. i.e. smoking and alcohol, and feeling "special" using the brand in front of peers: messages to draw attention to brand.
Steve Cone's four guidelines that incease the chance of a slogan standing test of time:
1- you are different. say so. 2- have real attitude; bypass wishy-washy phrases 3-be everywhere. for a line to make a lasting impression it must appear at all touchpoints 4- recognize its an art. the best lines come from individual flashes of inspiration
LGBT loyalty
2/3 reported they would be very or somewhat likely to remain loyal to a brand they believed to be supportive of LGBT community even if less friendly companies offered lower prices/were more convenient
asian americans
544 billion buying power more than half over 25 have bachelors degree and high-paying jobs spend most on housing, education, vehicles, insurance and pensions advertisers slow to target them because complexities of varied languages family and tradition (inappropriate to call attention to oneself) new and improved claims less affective than ones that stress many years of excellence
native americans
67.7 billion spending power not often targeted by advertisers but their names and symbolism is used in campaigns (Chrysler Cherokee, Land O Lakes butter with native american on package, Atlanta Braves fans are sold toy tonahawks) Crazy Horse malt liquor named after Sioux leader opposed to alcohol ^^^^ these images are insulting to Native Americans
Briefcase Ch 2:
ATT ad campaign on texting and driving- asking people to use their service less
example of success with barely any dialogue
Alfred Hitchcocks North by Northwest 14-minute self contained movie within a movie
when using humor in advertising: relate to the human experience
Allen Kay ad agency (Koren Kay & Partners) believes in having a "sense of human" Humor includes a lot of ironies in life that people recognize and realize and make them say "yeah, i've been there" ex: comedy club spot successful because people could identify with the different laughs
design: is color more effective than black and white?
Andy Grunerg NYT "color has become transparant. we take color advertising for granted. b&w suggests the realm of imagination and fantasy" most customers, though, want to see fashion, food, and home furnishings in their true colors
formats for tv commercial- "TV ads structure"
Demonstration (product in use, before and after, side by side) Product as Star (a bulldog sizs up Mini cooper) Vignette (several brief episodes threaded together to repeatedly drive home the same point Slice of Life ( someone who has a problem and brand X is the solution) Presenters (someone looks into the camera and says why you should buy the product, expert like nurse CEO celebrity, chicfila cow, dentist) Stories (30 second tv shows)
Tips to reach the 50 plus market
Don't think of older people as just one market Don't specify age Cast models who reflect the way your audience feels When writing copy, give facts, not fluff Set your ad in type at least 12 pt font Don't remind older people of their vulnerability Show older people as they are, happy and with themselves Don't call them names (sweetie, deer) Try an ageless approach (faceless subject so they can imagine themself)
camera shots
ECU - extreme close up CU - close up MS - medium shot LS - long shot
Disadvantages to celebrity endorsers:
Expensive (Connan's spoof with Bud Light on the extent celebs will goto to get extra $) They're often a quick fix, not a long-term strategy (they go in and out of fashion) May lack credibility (do they use it?) May endorse so many products that it confuses people Can overshadow the message (remember the celebrity, but not the product) May disparage your brand when they think no one's listening Bad press about the celebrity can hurt the sponsor
How to reach ethnic minorities
Feature them in starring roles Seek opinions of people who hail from the culture you're targeting Be sensitive to nuances in language Show diversity of each group Learn about their heritage
Lessons that apply to all segments
Look at the whole person; not one demographic characteristic Avoid stereotype Laugh with them, not at them Make relevant ties to their special causes (donating sales to causes dear to target's heart) Test your ads on a member of the target audience Show diversity in your ads
How to make criticism palatable to others:
Make I statements be clear and specific- commenting on the work and not the person never say "this is great, but" control emptions and speak in normal tone show empathy and understanding offer practical suggestions be honest nonverbal.... eye contact, expressiv and warm tone of voice, dont slumb, facial expressions consistent with message, be appropriate distance away either both sitting or standing, choose appropriate place for discussion
Kevin Butler
Play station VP of right message at the right time
the five Rs of Design
Research Roughs Revise Ready Run
Advantages to using celebrities:
They have stopping power Fans idolize them Social media makes them more accesable to fans People interested in their personal lives Unique characteristics communicate selling idea They're seen as experts in their fields
standardizing an identity for different media and cultures
maintain consistent identity elements across countries and cultures
the unexpected element can be choice of words, visuals, media, or all three
Unexpected ex: Stern fishing line with mans split open pants
when using humor in advertising: avoid humor at the expense of others
making fun of ethnic groups, the disabled, or the elderly
Cameral Moves
Zoom In/Out (Dolly in/out) - zoom limited to the range of the les, dolly limited by imagination Pan R/L (Truck R/L) - movement right or left following a moving object across the screen; pan is manual; truck on a machine\ Tilt U/D (Boom or Crane Shot) - in tilt camera looks up or down. in a boom or crane shot, the entire camera and cinematographer are hydraulically raised or lowered while film roles
brand identity
a strategically planned and purposeful presentation of itself to gain a positive image in the minds of the public the brand's presentation of itself including name, logo, tagline, color palette, architecture, and sounds
functions of design- foremost purpose in mind
ad must communicate quickly and effectively
photo manipulation software
adobe photoshop used for making changes to photographs and other images on the computer mainly, but can also create images and text interesting, eye-catching, text and visuals
what minority group is trend setters, extremely brand loyal, and outspend other groups in several product categories?
african americans $957 bil. purchasing power their teens spend 20% more than average on clothing, leisure shoes, and video game hardware
the brands gestalt
all of the individual identity elements- name, logo, tagline, colors, and architecture- taken together meaning a whole is more than the sum of its parts ex: Target- every experience with the brand is the same: a clean, hip, cool experience that elevates the image of discount shopping
the identity strategy
all processes and decisions made relating to how a brand projects itself in the marketplace brand's identity is its primary source of identification but also the source of consumer's associations (the links between values and a brand). The way to help control these associations- this image- is to carefully manage identity strategy includes perceptual research with consumers if developing brand identity OR A brand audit to ensure consistency if enhancing a brand identity
Gestalt Theory
although the parts can- and should be- observe and analyzed on their own, the whole of a design should strike you first
direct marketing
an old idea improved through technology the next best thing to a door to door salesperson
how to protect the investment in a brand identity
build support for the identity from the inside out employees key in protecting brand- those who embrace it will be ambassadors 1) reward employees for spotting infringement or potential infringement of any elements of the identity 2) educate employees on importance of brand identity (focus on consistency day to day- minor inconsistencies over time are very harmful) 3) utilize the law. The brand identity's owner is accountable for the integrity of the identity, so every available method should be used to protect it before invoking the protections of trademark and copy write law. but the law can provide powerful defense if the need rises.
cons to animated characters
can be seen as gimmicky/old fashioned pressure to nix cartoonish characters when advertising to children (fast-food/sugar foods) if its not relevant to brand and product (ex: freaky burger king dude) its a huge disservice
possible functions of headlines
capture attention of target audience select your audience lure readers into body copy communicate a benefit reinforce brand name Make emotional connection to the consumer Enhance a visual
longer copy with specific details about various features
cars and computers
relevance to target
comes from the facts
unexpected connection to target
comes from the inspiration of the writer and art director the added ingredient that gets a creative message noticed
Michael Jackson
credited by the Wall Street Journal to have ushered in a new age of celebrity advertising when he signed 5 mil. with PepsiCo. in 1984
what three things are common in super bowl commercials that people love
critters, celebrities, and humor
transitions
cut, dissolve, fade use dissolve to show a passage of time or dream sequence
Harmony
design principal opposite of contrast using text that is all one font lets viewer know all elements are related harmonious shades of one color bring a design together
In surveys what goes at the beginning, and the end
easy-to-answer questions first general questions before detailed ones save potentially embarrassing questions for last (income)
what is more powerful, emotional or rational selling points?
emotional- competitors can copy most products or services
goal in copywriting
engage the audience! the message may be one or 100 words or maybe the visual can do most of the talking itself. but writing is often ignored in ad industry. HOWEVER, how an ad looks and what it says contribute equally to the effectiveness of the message.
great advertising often defies traditional wisdom
ex: Old Spice traditionally targeted males but ran commercial "the man your man could smell like" to women
North Carolina tourism example
example of great writing as facts are weaved in about history but doesn't feel like a fact sheet- feels like a story
start a swipe file for brainstorming
fill a folder or file cabinet or wallpaper an entire room with work you consider outstanding. use them as a springboard
identity is not just visual, it is also they way a brand portrays itself to the public, but....
given that the reputation of a brand is derived from its image, marketers can at least indirectly control the image and reputation of a brand by directly managing the visual identity
headlines help form good first impressions
goal of the copywriter and art director to create headlines that turn skimmers into readers
body copy tells the rest of the story
heres the answer
Briefcase Ch. 4-
how sweet the sound- Gospel Hour meets American Idol - success!
intelectual property
identity is considered intellectual property three areas of the law protect this 1) trademark law 2) copy write law 3) patent law
Identity + Image = reputation
identity leads to image a brands identity and subsequent image form the core of the brand
when using humor in advertising: make humor central to your product message
if the product is obscured by the humor, the ad has flopped
illustration software
if you want more control over image creation and special effects with text adobe illustrator and macromedia freehand create any type of image or text you can imagine less friendly to existing images
coming up with the big idea, 5 steps
immersion digestion incubation illumination reality testing
design: must you show logo?
in most cases, yes no need if you show the product that has a clear logo on the package well-established brands may get away with showing part of the logo
storytelling
instead of consciously writing you should be unconsciously writing - just start writing, conscious that certain stuff needs to find its way onto the page, but letting it form and the story tells itself
internal and external research in creating a brands identity
internal audience- employees and others in close connection with the brand external audience- consumers, shareholders, vendors, the community and stakeholders
when using humor in advertising: know the difference between humor and jokes
joke= a one shot deal; once you hear the punchline its not as funny the second time humor= subtler and often contains nuances that make you want to see and hear it repeatedly; funnier the more times you see it ex: comedy club made good use of humor on radio by selling different kinds of laughter
brand reputation
less fleeting than image and much harder to shape formed over time and through the overall impressions of the brand image an investment in positive brand identity could pay off in the form of a positive reputation -> customer loyalty
what not to do with white space
let it invade the center of your layout (scattered, incohesive design)
design: photography vs Illustrations?
like color images, photos seem more real and are more widely used in advertising illustrations led themselves to the imagination of the viewer
study the look of your compeditors' ads
line a wall with them. study them. then do something different to stand out and make a memorable statement about your brand
to attract followers, brands can:
mention theri social media in traditional ads link social media connections to their websites connect social media sites using quick response codes, which have become a common way to link people from a physical space to digital one use smartphones to scan small code that will link them to website or social page
desktop publishing software
most useful for advertising design adobe InDesign, Adobe PageMaker, QuarkXPress written specifically for designers who create pages for publication
Arab Americans
nearly half households use arab and english professional, tehnical, sales or administrative jobs often ignored in advertising despite having high incomes and education
whats the best headline length?
no best length sometimes youll find you dont even need a headline
design: must every ad in campaign look the same?
no. should have common attitude, but no need to look like the same mold usually share similar typeface, color scheme, and logo treatment
does a brand need a slogan?
no. a good slogan captures the essence of a brand in a few words many slogans are indistinguishable form other brands and alot of slogans do nothing but add clutter to an ad
does a successful commercial mean lots of sales?
no. some of the most popular super bowl ads of all time are flops at the cash register
a brands name
one of its most important assets / one of the most marketable assets just one part of brand identity risky to change (ex: overstock.com to o.co)
inspiration from consumers
one way to engage consumers in your advertising campaign is to invite them to create their own ads ex: Nationwide told consumers versions of how "life comes at you fast" on giant screen in NYC ex: Emerald Nuts told consumers to come up with zany storylines using words with first letters of each letter in EN (contest) ex: Mastercard "priceless" ad at Academy Awards- asked consumers to fill in the blank
what should the creative brief include?
only whats relevant to solving the advertising problem. ideally, one page.
criticism
others can see your work with a clear and unbiased mind. critical part of the creative process is working in teams and checking your work by asking others to react to it. key to a good critique is objectivity- evaluate the work not the person
other tips to brainstorming
pay attention to life's experiencs excercise your creative mind regularly give yourself some down time come up with a lot of ideas
brief copy and striking visual
perfume and fashion
What brief needs to have
potential for relavent and unexpected connections brand at appropriate point on thinking/feeling and high-low importance scales one or more human needs addressed emotional and rational benefits considers what strategies compeditors use addresses target market in appropriate tone enough info to give creative team direction, but not so much that it overwhelms them
Lovemark
refers to brands "inspiring loyalty beyond reason" via Saatchi and Saatchi
when using humor in advertising: understand your audience's sense of humor
reflect the tastes, aspirations and sensibilities of intended audience TEST your humor on members of your target audience
mandatories
required in the small print, usually by law. bank ads state "equal opportunity lender" maybe clients insist on store hours, slogan, affiliation with organization
when using humor in advertising: have fun with your product, but dont make fun of it
self-depreciating humor can work if you turn your supposed shortcomings into an advantage ex: Motel 6- flaunts lack of amenities
six groups of text
serif, sans serif, script, cursive, text letter, novelty
brand identity elements used in advertising
serve as shortcuts to help consumers form an image of the brand
What did old spice do to capitalize on buzz generated by tv spot?
set up social media monitoring center to respond to bloggers/facebook followers uploaded 186 witty, personalized YouTube messages in two days got 40 billion views and a billion PR impressions
Nasuti + Hinkle Creative Thinking's Approch
small agency in DC comes up with big ideas by asking these questions: Why are we advertising at all? what is the target audience? What do they believe now? what is the single most persuasive idea we can convey? what is our strategy? what are the mandates? ex: Pier House Resort & Caribbean spa: Let Yourself Go
approaches to writing body copy
standard approach (lead in paragraph that briges headline with rest of copy, paragraph with benefits and selling premise, closing paragraph that ties it together and invites reader to consider product) copy as story (sets scene and presents characters who become involved in some action) dialog copy bulleted copy or listings poetic coppy
MCCann Erickson's Role-Playing Approach to creative brief
suggests climbing inside the head of your consumer by acting as if you were that person, writing the responses to the first 6 questions listed in the consumer's voice and then the final in your own. 1- who is my target 2- where am i now in the mind of this person 3- where is my competition in their mind? 4- where would i like to be in their mind? 5- what is the consumer promise, the "big idea"? 6- what is the supporting evidence? 7---- what is the tone of voice for the advertising? ex: warm, family values, startling, hi-tech, sobering fact, mild guilt, humor, etc.
the ultimate direct marketing experience
the internet
3 musts for successful direct mail
the list- narrowed to prime prospects for production or service the message- seconds to grab attention, make it oversized and bold, laser-print the recipients name, customize shape or mailer, use "you" the offer- limited time, coupons with expiration date etc.
layout
the package for your idea. use white space in your layout to determine how effective your package will be
sisomo
the powerful effect of combining sight, sounds and motion on the screeen. The way to engage people as they watch messages Kevin Roberts- CEO of Saatchi & Saatchi Ideas Company coined this term
brand image
the public's perception of the company or brand a direct result of the associations people have with the company or brand identity formed every time a consumer sees an ad, goes to a store where the item is sold, or has an interaction with its staff
strategic planning
the stage between fact gathering and creative execution. take the facts and use your insight to make connections that no one else would
avoid see-say
the text doesnt commnicate anything beyond describing the visual
benefits to animated characters
they dont age nostalgia the control you have over them like a celebrity, they can attract fan base (i.e. parade of advertising icons at Ad Week in NYC) can give them facelifts to match with the times (ex: personality of M&Ms) trick is to make character relevant to consumers
how does brand portray its personality?
through its identity and image
localize identity for different media and cultures
translate design identity elements for the local cutlure
writing copy for the internet
use highlighted keywords make sure subheads are meaningful and not just clever aim for one idea per paragraph present complex ideas with bullet lists inverted pyramid style half as many words as you would