ADPR final (copy)

Creativity in advertising helps

the ads break through the clutter and get remembered

Creativity in advertising makes

the ads make sense to consumers

Creativity in advertising gives

meaning to the brand

Creativity in advertising helps brand

to make meaningful, emotional connections

Creativity is the ability to

consider and hold together seemingly inconsistent elements and forces, making a new connection

difference between slogan and jingle

jingle has music

The ability to step outside of everyday logic, to free oneself of thinking in terms of "the way things are," or "the way things have to be,

allows creative people to put things together in a way that, once we see it makes sense, interesting, and creative

Agency is fired when a client is

unhappy

Account executives (AEs)

Liaison between the agency and the client

For AEs to rise in their career

they must excel in the care and feeding of clients

For creatives to rise

their work must challenge

Agency's account team can be thought of as

bicycle wheel with the team leader as the hub

Spokes of the wheel include team members from agency departments including

creative, media planning/buying, public relations, direct marketing, etc

Effective teams find ways to let individuals bring

their unique contributions to the forefront

Creative brief

Sets up the goal for advertising effort that gets everyone moving in the same direction

a creative brief does not

mandate a particular solution

creative brief provides

guidelines with plenty of room for the creatives to be creative

Liberate decision making

Breakthrough decisions can be achieved through the right combination

Cognitive style

Unique preferences of each person for thinking about and solving a problem

Teams must have leadership that creates

safe environment and creative abrasion

Creative abrasion

Clash of ideas from which new ideas and breakthrough solutions can evolve

Interpersonal abrasion

Clash of people from which communication shuts down and new ideas get slaughtered

Brainstorming

Organized approach to idea generation in groups

Rules of brainstorming

Ideas can be built on from each other's, Fear drives out creativity, Individuals should learn about the problem before and after the group session

Promote brand recall

Consumers are likely to buy a brand that they can remember and can easily recall

in Promote brand recall, Advertisers want their brand to be

Top of mind and in a evoked set

Top of mind

First brand a consumer remembers

In an evoked set there are

small list of brand names

methods of promote brand recall

Repetition and memory aids (slogans and jingles)

method to link key attributes to the bran name

USP

strategic implications

Unique selling proposition (USP)

Emphasizing a unique quality of the advertised brand

USP strategic implications

Big carryover.
Very resistant to competitive challenge.
Long-term commitment and expense.
Some creative resistance.

methods to persuade the consumer

Reason-why ads
Hard-sell ads
Comparison advertisements
Testimonial
Infomercial

Reason-why ads

Points out to the consumer that there are good reasons why a brand will be satisfying and beneficial

Reason-why ads: strategic implications

Permission to buy.
Socially acceptable defense.
High level of involvement.
Potential counterarguments.
Legal/regulatory challenges/exposure.
Some creative resistance

Hard-sell ads

Reason why with urgency

hard sell strategic implications

Permission to buy now.
Socially acceptable defense.
Low credibility.
Legal/regulatory challenges/exposure.
Some creative resistance.

Comparison advertisements demonstrate

a brand's ability to satisfy consumers by comparing its features to those of competitive brands

Testimonial

Advocacy position in an advertisement taken by a spokesperson

versions of testimonials

Celebrity testimonial
Expert spokespeople
Average-user testimonial

testimonials strategic implications

Popular people can generate popularity for the brand.

People similar to the consumer, or an expert, can be powerful advocates for the brand.

Consumers forget who likes what when stars promote multiple goods and services.

Can generate more popularity for the star than for the brand

demonstration ad

Product features are demonstrated

demonstation ads Strategic implications

Inherent credibility of seeing is believing.
Can be used as social justification.
Provides clear permission to buy.
Fairly heavy regulatory/legal exposure

Infomercial

Information/entertainment program that is an extended advertisement

infomercial strategic implications

Long format gives advertisers plenty of time to make their case.

Dayparts make infomercials better deals for advertisers when network ratings are fall.

Has the advantage of looking like an entertainment show.

Genre of ads has a negative public image

Affective Association

Get the consumer to feel good about the brand

methods to get the consumer to feel good

Feel-good ads
Humor ads
Sex-appeal ads

Feel-good ads

Link the good feeling elicited by the ad with the brand.

Feel good ads strategic implications

Eager creatives.

May perform better in cluttered media environment.

May generate competing thoughts and connections

Humor ads

Create a pleasant and memorable association with the brand in the receiver

Humor ads strategic implications

Humor can be very effective if the joke is integral to the copy platform.

Very eager creatives.

Humorous messages may adversely affect comprehension.

Very funny messages can wear out very quickly

Sex-appeal ads

Feelings-based advertising that tend to focus on sex from time to time

Sex appeal ads strategic implications

Higher attention levels.
Higher arousal and affect.

Possible poor memorability of brand due to interference at the time of exposure.

Product-theme continuity excludes many goods and services.

Legal, political, and regulatory exposure

Scare Tactics

Scare the consumer into action

Scare Tactics methods

Fear-appeal ads

Fear-appeal ads

Highlights the negative consequences of not using the advertised brand or not taking some recommended action

fear appeal ads Strategic implications

Plausible threat required to motivate consumers.

Clear and easy-to-discern link between the alleviation of the threat and the use of the advertised brand is required.

Some ads are simply ridiculous and have low impact

Inducing Anxiety methods

anxiety ads / social anxiety ads

Anxiety ads conveys that

There is a clear and present problem.

Way to avoid this problem is to buy the advertised brand

Social anxiety ads

Subcategory of anxiety ads where the danger is negative social judgment

Social anxiety ads needs to be done

ethically

Define the brand image methods

Image ads

Image ads

Distill the brand's essential meaning with a very sparse use of words and heavy reliance on visuals

Image Ads Strategic Implications

Generally, less counterarguments generated by consumers. - Relatively little or no legal/regulatory exposure.

Iconic potential.

Very common, can get lost in clutter.

Can be rejected if advertised image rings untrue. - Don't tend to copy-test well.

Managerial resistance. (Clients don't like it.)

Creatives love the technique.

Give the brand the desired social meaning methods

Slice-of-life ads

Product placement

Slice-of-life ads

Depict an ideal usage situation for the brand

Slice-of-life ads Strategic implications

Fewer counterarguments made by consumers.

Legal/regulatory advantages.

Iconic potential

Creation of brand-social realities

Fairly common.

Do not copy-test well.

Loved by creatives.

Product placement

Placing products in movies and TV shows

Product placement Strategic implications

Low counterargument if the placement is not too obvious.

May reduce defensive measures by consumers.

Appear more prevalent and popular than it actually is.

Leverage social disruption and cultural contradictions method

Tie brand to social/cultural movement

Transform consumption experiences method

Transformational ads

Transformational ads attempt to

create a brand feeling, expectation, and mood that are activated when the consumer uses the product or service

Transformational ads connect

the experience of the advertisement closely with the experience consumers have with the bran

Creative team

Guided by the creative brief in executing the creative (or the ad's visual and copy approach and "big idea")

Account planner

Ensures that the consumer has a voice in the creative planning

Media planner

Helps determine the message and the appropriate media in which to place the ad

Copywriter

Writes the ad.

Copywriting is the process

of crafting the meaning of a brand through word

Creative brief is a

Unique creative thought behind a campaign

· Copywriting

Crafting the meaning of a brand through words; must be crafted to each medium

Copywriting for Print Advertising

Headline, subhead, Body copy

Headline

Leading sentence(s) at the top or bottom of the ad

Subhead

Appears above or below the headline

Body copy

Textual component of an advertisement and tells a more complete story of a brand

Standard techniques for Body copy

Straight-line copy, Dialogue, Testimonial, Narrative, Direct response copy

Straight-line copy

Explains straightforwardly why a reader will benefit from use of a brand

Dialogue

Delivers the selling points of a message to the audience through a character or characters in the ad

Testimonial uses

dialogue as if the spokesperson is having a one-sided conversation with the reader

Narrative

Displays a series of statements about a brand

Direct response copy

Urgency of acting immediately is highlighted

For Television and Video Advertising

Coordination of the copy with the visuals/ story board

Coordination of the copy with the visuals is difficult due to

to the editing of the ads

Story board

Road map for the coordination effort

Story board are important

-shot-by-important-shot sketch depicting in sequence the visual scenes and copy

For Radio and Podcast Advertising

Restricted to an audio-only presentation

Copywriter must create images and moods for the audiences

radio is the

theater of the mind

Guidelines for Radio and Podcast Advertising

§ Capture attention and get to the point early.

Use common, familiar language.

Use short words and sentences.

Stimulate the imagination.

Repeat the brand name.

Stress the main selling point or points.

Use sound and music with

Tailor the copy to the time, place, and specific audience.

For Digital/Interactive Media Advertising

Long-copy landing page, Short copy landing page, Teaser email, Social media copy

Long-copy landing page

Website designed to sell a product directly

Brand and its benefits are described with

visuals