ADV 390 Exam 2 Readings

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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


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