ADVERTISING CREATIVITY,COPY STRUCTURE AND COPY DECISION

Mohammed Nizar.N

Ad creativity is the ability to generate fresh, unique and appropriate ideas that can be used as solutions to communication problems

To be appropriate and effective, a creative idea must be relevant to the target audience

PLANNING CRATIVE STRATEGY Doing creative ad is a challenge The job is to write copy, design layouts

and illustration or produce commercials that effectively communicates the central theme on which the campaign is based

Every market situation is different Risk is involved in creative advertising Creative personnel (art, literature,

music, humanities or journalism)

The creative process- James Webb Young Model“ the production of ideas is just as definite

a process as the production of Fords; the production of ideas, too runs as assembly line; in this production the mind follows an operative technique which can be learned and controlled; and that its effective use is just as much a matter of practice in the technique as in the effective use of any tool”

1. Immersion: gathering raw material and information through background research and immersing yourself to the problem

2. Digestion: taking the information, working it over, and wrestling with it in the mind

1. Incubation: putting the problem out of your conscious mind and turning the information over to the subconscious to do the work

2. illumination: the birth of an idea3. Reality or verification; studying

the idea and shaping it to practical usefulness

Account planning

Is a process that involves conducting research and gathering all relevant information about a clients product or service, brand and consumers n the target audience.

Inputs to the creative process

Background research: knowledge about general trends, conditions, and developments in the market place

Product/service-specific research Qualitative research input: in

depth interviews or focus groups, ethnographic research

Inputs to the creative process: verification, revision

This stage of the creative process evaluates ideas generated during the illumination stage, rejects inappropriate ones, refines and polishes those that remain, and gives them final expression

Creative strategy development Advertising campaigns- a set of

interrelated and coordinated marketing communication activities that appear in different media across a specified time period

- A campaign theme should be a strong idea, as it is the central message that will be communicated in all the advertising and other promotional activities

Are short-term in nature Campaign themes are developed

with the intention of being used for a longer time period

Copy structure Words have to be shaped and re-shaped,

simplified, sequenced, and sentences must comprise the right diction, syntax and grammatical construction

1. Headline- an idea of interest that catches the attention of the consumers and the public

2. Amplification of the headline- to lead the prospect to higher levels of interest

3.Explanation of the claims- made in the headline and subhead line

4.Citation of credible evidence

5.Listing of benefits for te consumer

6. A closing slogan that capsulate the benefits