Advertising & Copy Development Workshops

The Creative Brief

Creative Brief

• A creative brief (strategy or work plan) is a short statement that clearly defines the audience, how consumers think or feel and behave, what the communication should accomplish, and the promise that will create a bond between the consumer and the brand.

Creative Work Plan

Key observation

Communication objective

Consumer insight

Promise and support

Audience

Mandatories

Sample Creative Brief

Campaign Themes & Taglines

Coca-Cola’s Slogans

• Open Happiness (2009)• The Coke Side of Life (2006)• Life Tastes Good (2001)• Always Coca-Cola (1993)• Can’t Beat the Real Thing (1990)• Red, White and You (1986)• Coke is It! (1982)• Have a Coke and a Smile (1979)• I’d Like To Buy the World a Coke (1971)

Good Taglines…

• Creatively mention the clinching benefit• Get to the point in as few words as possible• Have a “ring” to them• Are easy and fun to repeat• Typically have meaning beyond the brand

General Copywriting Principles

Effective Copy is…

• Succint: As short as can be.• Single-Minded: One idea at a time.• Specific: Hones in on what’s important.• Personal: Feels like someone is addressing my needs and

talking to me directly.• Conversational: Uses informal, direct conversational

language.• Original: Doesn’t use clichés. No “ad-ese”.• Vivid: Stirs the imagination.• Daring: Ok to occasionally break grammatical rules• Assertive Yet Humble: No “brag-and-boast”.

More Copywriting Guidance• When you’re not sure how to phrase it, for starters write

“like a Caveman”. Then add structure…• Even one extraneous or mis-ued word is one too many.

Edit ruthlessly!• Use simple, direct language; Keep phrases, sentences

and paragraphs as short as possible.• Make it look inviting to read (lots of whitespace).• Repeat yourself repeatedly, especially at the close.• No “naked” superlatives – adorn them with specifics,

fact, testimonial, or at the very least convincing verbiage. Example: Say “The world’s most comfortable beds” not “The world’s highest-quality beds.”

Print Ads

Ad Structure

Promise of benefit (headline)

Spelling out of promise (subheadline)

Amplification of story

Proof of claim

Action to take

Evaluating an Effective Headline

• Does it start with short, simple words?• Does it invite the prospect to read more?• Does it include a thought-provoking or

emotion-provoking idea?• Are the words selective, appealing only to

prime prospects?• Does it give sufficient information for those

who read only the headline?

Print Ad Anatomy

• The Headline is part of the visual that attracts interest.

• The Subhead elaborates on the headline and transitions from headline to copy.

• The Copy (Body Copy) gives the details.

Amplification

• The body copy amplifies what was announced in the headline or subheadline

Visuals Support Words

Print Media – Special Considerations

• Newspapers: Copy can be straightforward, a list of facts.

• Magazines: Copy should be more “poetic”, metaphorical and engaging.

• Directories: Short and sweet. Uncomplicated.• Posters and Outdoor: Primarily visual, although

headline must be bold and capture attention and interest quickly. 7-10 words max. Play on words is typical.

• Collateral: Can be more explanatory, detail-driven.

Broadcast Ads (TV and Radio)

TV Commercials: Guidance

• Words should interpret the picture and advance thought.

• Show rather than tell.• Plan for pace of scene changes.• Remember that TV is a medium of close-ups.• Time the commercial a second or two short to

provide time for action.• Include text and subtext (but usually more text).

TV Commercials: Guidance

• Show the brand name and any other important information

• State ONE basic idea, support it and, if possible, demonstrate it.

• Read audio aloud to catch tongue twisters.• Keep sentences short; use everyday words.• Describe scene instructions thoroughly (use

standard script formats)

Example of a TV Commercial Script Format

Storyboards

• A storyboard is a series of drawings used to present a proposed commercial. It consists of illustrations of key visuals (video) and the corresponding audio.

Television Script and Storyboard

A Television Photoboard

Creative Elementsin a Radio Commercial

Words (speaking)

Sound

Music and jingles

Radio Script Directions

Elements of a Good Radio Commercial

• Be single-minded and focused• Talk directly to the consumer• Practice the “Story-weave Technique”• Use sound creatively – it’s all you have!• Think about voice casting• Use plain, conversational English• Write in simple, short sentences with one

thought per sentence.

More Radio Guidance

• Match the conversational style of the target audience.

• Music should match the ad’s mood or tone of voice.

• Repetition is key, but don’t be annoying.• Include a call to action.

A Simple Radio Commercial

More Complex

Radio Commerical

Activities

Activity: Creating a Tagline

• Choose a brand and message theme for the brand

• Develop 5 tagline possibilities for the message theme/brand.

• Rank the taglines and state why you like or dislike them.

• Choose your top tagline!

Activity: Creating a Print Ad

• Develop a general ad concept / ad objective• Create your: (1) Headline, (2) Subhead, (3)

Body Copy and (3) Art/Visuals• Determine how the above will be laid out• Edit your Headline, Subhead and Body Copy

(one round of edits)

Activity: Creating a TV commercial

• Develop a general ad concept / theme with objective.

• Write a brief paragraph description of what will happen in your commercial, discussing characters, actions and locations.

• Write the script for a 30-second spot.