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Ad copy
- 1. Advertising Copywriting Brand architecture
- 2. What is a Brand? Idris Mootee CEO Idea Couture
- 6. Vision/Mission To refresh the world… To inspire moments of optimism and happiness… To create value and make a difference.
- 8. Brand Positioning What differentiates your brand from others?
- 9. Example: Brand Positioning Statement For (target audience), (brand name) is the (frame of reference) that delivers (benefit/point of difference) because only (brand name) is reason to believe). Honeywell We are building a world that's safer and more secure … More comfortable and energy efficient … More innovative and productive. We are Honeywell.
- 10. Attributes
- 11. Other things to consider:
- 12. Headlines
- 13. In ultrices ullamcorper auctor. In hac habitasse platea dictumst. Nulla vitae ante nec justo lacinia blandit. Vestibulum interdum, dolor eget porttitor gravida, augue lectus feugiat metus, ac rutrum metus diam sit amet lectus. Duis tellus tellus, ornare sit amet suscipit ac, amet White Space: Often, less is more. rhoncus et at felis. Vivamus malesuada mauris a massa convallis placerat. Maecenas tellus elit, dapibus non tristique non, eleifend id mauris. Nulla et sapien erat, in lacinia ligula. In tellus augue, varius pharetra feugiat sit amet, ornare a dolor. Integer pharetra cursus nulla, eu cursus eros cursus id. Proin volutpat, mauris sit amet tempor congue, nulla purus
- 14. White Space: Often, less is more.
- 17. TV Spot
- 19. Sales increased 25% within four months of the campaign. Achieved the best sales in the last 20 years within six months.
- 20. Humor Trust Emotion Quirk Inspiration Anticipation Admiration Recognition
- 23. "Dog food brands were missing the emotional high ground. Ads focused on product shots and either fell into cartoon-like expressions of dogs or scientific explanations of how the food benefited canine health. None talked about what makes dogs and their relationships with their owners special. "We told them, 'People who have dogs love their dogs. Why wouldn't you be a brand that loves dogs and have it motivate everything you do?” -- TBWA chief creative officer Lee Clow
- 28. Time for a Break?
Hinweis der Redaktion
- Within just weeks of the new campaign, red Cadillac CTS sales jumped. One new owner is Liz Vanzura, global marketing director for Cadillac, who said the campaign has been so successful it will likely be the model for all of the brand's future marketing.Unaided brand awareness increased 25%.Top box opinion and purchase consideration both increased 19%.