Copy + Design + Creativity

MCM 351 Spring

Mibahrine

Introduction

An advertisement has to break through the

clutter by imagination and creativity.

Engage the consumer with the ad emotionally.

Developing ads with the idea

“creativity for technique’s sake” does not

sell.

Introduction

Copywriters face a challenge of balancing an

ad by being persuasive and creative.

Please Explain the role and importance of a

creativity

Please Explain the process of brainstorming

Creativity

CREATIVITY

CREATIVITY

CREATIVITY

Bill Bernbach & Helmut Krone

Advertising

The ROI of CreativityA CREATIVE CONCEPT a thought or idea formed by

mentally combining pieces and fragments into

something meaningful

According to DDB agency, An effective ad is relevant

(means something to target audience), original (novel,

fresh, unexpected, unusual), and has impact (makes an

impression)

The Father of

BrainstormingAlex Faickney Osborn ( 1953)

Applied Imagination.

What is a Concepting?

CONCEPTING

The process of coming up with a new

advertising idea.

"A new or unexpected

combination of thoughts”.

Webb Young

1. Immersion. Do research.

1. Digestion. Play with the information.

1. Incubation. Put the assignment aside.

1. Illumination. Write down every idea.

1. Reality Testing. Test your idea.

James Webb Young’s Five-Step

Technique for Producing Ideas

Controlling the creative process

1. Get the facts

2. Brainstorm

3. Rough layouts

4. Find visuals

5. Work with the team

1. Present internally

2. Sell the client

3. Execute the concept

4. Ensure continuity

5. Evaluate and improve

Creative Challenges

Copywriters face a challenge of balancing an ad by

being persuasive and creative.

What Makes a Strategy Creative?

The real challenge for creatives is to figure how

to be special and different WITHIN the context

of the strategy.

By paying attention to research and being

attentive to details, one can stay on target and

on strategy to create something that “shakes

up” the way people think and overturn

conventional wisdom.

This approach is called DisRupting EXPECTATIONS.

Beautiful Day Change of Words can Change Anything.

Place the

blame!

It’s not whether you win or lose, but how you…

Features, Attributes & Benefits

Features: What the product has (what it innately

owns).

Attributes: What the product does (how it performs,

what it’s used for).

Benefits: What the product promises because of

what it does or has.

FAB= Attributes + Features + Benefits (Value)

Branding

Branding

Words of Wisdom, Bill Bernbach

Properly practiced creativity can

make one ad do the work of ten

Golden Age of Advertising

Copywriter’ Toolkit1. Headline: A phrase or a sentence that serves as the opening to the ad.

2. Overlines and underlines: These are phrases or sentences that either lead into the

headline or follow up on the thought in the headline.

3. Body copy: The text of the ad.

4. Subheads: Used in longer copy blocks, subheads begin a new section of the copy.

5. Call-outs: These are sentences that float around the visual, usually with a line or

arrow pointing to some specific element in the visual that they name and explain.

6. Captions: A sentence or short piece of copy that explains what you are looking at in a

photo or illustration.

7. Taglines: A short phrase that wraps up the key idea or creative concept that usually

appears at the end of the body copy.

8. Slogans: A distinctive catch phrase that serves as a motto for a campaign, brand, or

company.

9. Call to action: This is a line at the end of an ad that encourages people to respond

and gives information on how to respond.