1. Advertising & Copy Development Workshops

2. The Creative Brief

3. 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.

4. Creative Work Plan Key observation Communication objective Consumer insight Promise and support Audience Mandatories

5. Sample Creative Brief

6. Campaign Themes & Taglines

8. The Coke Side of Life (2006)

9. Life Tastes Good (2001)

10. Always Coca-Cola (1993)

11. Can’t Beat the Real Thing (1990)

12. Red, White and You (1986)

13. Coke is It! (1982)

14. Have a Coke and a Smile (1979)

16. General Copywriting Principles

18. Single-Minded: One idea at a time.

19. Specific: Hones in on what’s important.

20. Personal: Feels like someone is addressing my needs and talking to me directly.

21. Conversational: Uses informal, direct conversational language.

22. Original: Doesn’t use clichés. No “ad-ese”.

23. Vivid: Stirs the imagination.

24. Daring: Ok to occasionally break grammatical rules

26. Even one extraneous or mis-ued word is one too many. Edit ruthlessly!

27. Use simple, direct language; Keep phrases, sentences and paragraphs as short as possible.

28. Make it look inviting to read (lots of whitespace).

29. Repeat yourself repeatedly, especially at the close.

31. Ad Structure Promise of benefit (headline) Spelling out of promise (subheadline) Amplification of story Proof of claim Action to take

32. 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?

33. 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.

34. Amplification The body copy amplifies what was announced in the headline or subheadline

35. Visuals Support Words

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

38. Directories: Short and sweet. Uncomplicated.

39. 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.

42. Show rather than tell.

43. Plan for pace of scene changes.

44. Remember that TV is a medium of close-ups.

45. Time the commercial a second or two short to provide time for action.

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

48. Read audio aloud to catch tongue twisters.

49. Keep sentences short; use everyday words.

51. 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.

52. Television Script and Storyboard

53. A Television Photoboard

54. Creative Elementsin a Radio Commercial Words (speaking) Sound Music and jingles

55. Radio Script Directions

57. Talk directly to the consumer

58. Practice the “Story-weave Technique”

59. Use sound creatively – it’s all you have!

60. Think about voice casting

61. Use plain, conversational English

63. A Simple Radio Commercial

64. More Complex Radio Commerical

65. Activities

66. 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!

67. 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)

68. 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.