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Copy training. Tutto quello che dovete sapere
1. Excellence in copy development
Copy strategy & copy execution
come si sviluppano, come si valutano
Flavia, Oct 2010
2. Gli obiettivi
Obiettivi
Sviluppare le skills del reparto
marketing di Omega Chefaro
Italia, relative allo sviluppo e
alla valutazione
dell’advertising:
Brief and lead advertising
development
Judge advertising
3.
4. Agenda
La strategia
Cos’è
Come si scrive
Come si valuta
workout
L’insight
Il suo ruolo
Il creative brief
Formato e contenuti
L’esecuzione:
L’idea creativa - workout
Il drama - esempi
Il key visual - esempi
La sellling line – workout
Summary Workout
Valutare una copy execution
Role Play
Il copy meeting
5. Il ciclo: sviluppo e learning
Insights
Concept
development
Copy strategy
Copy
development
Media /
Advertising
In-market
results
6. Advertising development cycle
Test/on air
Concept
development
Copy
strategy
Adv
ideas/executions
In-market
results
Creative
brief
Learnings
/Insights
8. Alla base di un buon copy, c’è una
buona strategia
Brand equity footprint Communication
strategy
Consumer communication needs to bring Equity
to life for the Target Audience
Copy strategy is the long term basis upon which
we expect consumers to choose our brand
Ensures consistency: Copy strategy should not
change, commercials do
Facilitates copy development: sets focus and is
n.1 element to review when evaluating
storyboards
9. 9
Concept vs. copy development
Headline
ACB
Benefit
Reason why
Insight
Benefit
Reason why
Brand character
10. Ogni copy strategy ha 3 importanti
sezioni
Benefit (mandatory – brand end-benefit does not change over
time, product benefit can change)
States the brand promise that is the main reason for purchasing the brand
in preference to others
RTB (optional, can change over time)
States the element that makes the benefit believable
Brand Character (mandatory, the same over time)
States the basic PEERSONIFICATION we want the brand to have
11. Com’è una buona strategia? Le 4 D
D elivers on the Brand Equity
D esirable to the Target Audience
D istinctive
Focused on 1 unique benefit, 1 message, not many
D ecisive
Clear, Simple, concise, Same meaning for all
No executional!
What to communicate, not how
Long Term committment
12. FAQ (rispondiamo insieme)
Perché 1 beneficio?
Quando cambiare una copy strategy?
Le NPD’s cambiano la strategia?
Perché abbiamo bisogno di un Brand Character?
13. Brand Character
Marketing is not a battle about product, but about perception
You have to decide what image you want for your brand, meaning
personality
BC must be different vs. Competition.
Yes: NO:
Charming vs. serious Honest,
High tech vs. tradition Reliable…
Extrovert vs. Discrete
14. Workout – Scrivete la strategia long term di:
Restivoil
Angstrom
Santangelica
Non più di due righe per sezione!
16. Vi ricordate l’ Insight?
ACB’s are given to agencies to inspires creative work. Agency
turns ACB’s (facts/observations) into a meaningful insight and
develop a creative idea around it
In-sight, the act of apprehending the inner nature of things or seeing
intuitively, producing a clear and immediate understanding
A consumer insight is a thought, feeling or piece of information which target
consumers would accept, that helps them overcome their benefit barrier,
and thus increases the relevance of the brand benefit
A-HA! Factor
The key that unlocks the door
Una “scintilla di identificazione”
17. Il ruolo dell’insight nel processo creativo
Quality insights in the brief
If poor, push back!
Evaluating creative proposals
is the creative idea a true
reflection of the Insight?
Insight
Execution
- Creative idea
23. Elementi esecutivi
2 executional key drivers:
Advertising Idea
Dramatic idea execution
2 executional tools:
key Benefit Visual
Selling Line (Payoff)
24. Advertising (or Creative, or Selling) Idea – the underlying
creative idea of a commercial
Definition
A mind-opening thought,a creative
perspective about the brand’s
strategic benefit that is executed in a
way that makes it meaningful to
consumer and distinctive vs.
competition, hence more desirable
THE “ACID” TEST
About the single minded benefit
Consumer relevant
Inspires consumer interest about the
benefit
Distinctive vs. competition
25. Advertising Idea – Il suo ruolo nel processo
During creative presentations,
Agency should articulate their Adv
Idea and why they believe it is
powerful
Clients should assess ideas basing
on ACID test, discuss what they
like and what should be improved,
and agree which Idea to progress
Don’t be sold a bad idea basing on
the promise of a good execution
27. Creative Idea – The whites are so white that you
would be proud to show them in public
Creative Idea – Removes grease even on the last item
you wash
….
….
28. Drama
The product story is presented in an
involving and provocative framework
The selling idea is visualized in the big
picture and dramatized throughout the
commercial: drama is quite simply, what
happens in the commercial
The purpose of drama is to
capture and hold consumer attention
Build positive feelings vs. brand
Generate interest in the strategic benefit
Therefore the story must be
- interesting, not dull
- focussed on what the brand does
29. Drama – good practices
Set up an issue
Use human relationships
and empathy
Humour
Rug-pull
Challenge viewer pre-conceptions
30. Drama – bad practices
Complex stories/hard to understand
Cannibalizing product and benefit
Crazy/off brand character
The test
Gut reaction: is it interesting?
Read the storyboard, put it facedown and ask
yourself: is the story about the product
benefit?
33. Benefit Visualisation
Definition
A picture or series of pictures which
translates the strategic benefit into
recognizable, easily understood visuals
The purpose of Benefit visualisation is to
make the benefit
memorable/noticeable, credible and
desirable
It must be ABOUT the benefit/the
creative idea
It must be clear and impactful
36. Selling Line (o payoff)
Definition
A distinctive, memorable and ownable
collection of words that captures the
essence of the selling idea, so that the
benefit belongs to the brand
It must be ABOUT the benefit
Easy to remember
Stimulating
37. …What else?
…. Just do it
… Connecting people
… Il meglio di un uomo
Have a break. Have a …..
Per tutto il resto c’è…
Smacchia a fondo senza strap
Un diamante è per sempre
Il posto più morbido dove mettere il naso
Du gust is megli che uan
Senza cuore, saremmo solo macchine
Keep walking
Nutre come una merenda, piace come un gelato
….. , che gambe!
….., come lava!
Che mondo sarebbe senza…
Workout: li riconoscete?
39. Valutare una copy execution
Sintesi dell’idea
Guardate gli esempi e annotate
L’insight e
L’advertising idea (ACID)
Il benefit (relevant, distinctive)
Il brand character (in 3 aggettivi)
Overall drama
Valutate se questi elementi sono:
Provocative, relevant, credible, distinctive, memorable,
about a single minded benefit
Qual è l’esecuzione più forte?
40. Strategic benefit – Outstanding whiteness
Selling Idea – The whites are so white that you would
be proud to show them in public
Key visual: doorstep challenge
Selling line: would your whites pass the doorstep
challenge?
Character: Extrovert, confident, up to date
41. Strategic benefit – Solves the grease problem in
dishwashing
Selling Idea – Removes grease even on the last item
you wash
Selling line: takes grease out of your way
Character: Upbeat, fast, modern
43. Il copy meeting ideale
Sintesi dell’idea
Introduction
Objectives of the meeting
Review creative brief and copy strategy
Presentation
Explain the copy insights and the key idea
Represent the executional look and feel of the copy
Make a recommendation
Discussion
Listen to each other
Be sure you understand the idea and the reco
Stick to fundamental issues
Conclusion
Agree next steps and timing
Summary accuracy (wrire report)
44. Copy comments organizer
Sintesi dell’idea
Understanding
The brief
The idea
What’s going on in the ad (the drama)
Evaluating
Emotional: how does it make me feel? Gut feeling
Rational: is this s a copy that WORKS? it ON strategy, is the Adv
Idea strong and ACID, are there strong executional elements
(visual, drama, selling line)
Discussing
Organise your thoughts and communicate to Agency clearly and
positively