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Creative Brief in Advertising ASP - 11

Creative Brief in Advertising ASP - 11

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Published by: Siddharth on Sep 28, 2009
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Creative Strategy and Development

• Creativity • Idea Generation • Creative Brief • Creative Execution

• “Intelligence does not play a big role in creativity”
– What do you think?

• “Groups stamp out creativity”
– Do you agree?

• “Meeting with clients can thwart creativity”
– Your opinion?
What could be the other issues related to creativity………..

Developing and Nurturing Creativity
• Find creative people • Generate creative ideas • Expand the problem statement before looking for solutions • Build on ideas before evaluating them • Evaluate ideas using structured methods • Keep options alive

Avis Ad “ We try harder”

~ William Bernback

• “ Creative without strategy is called art. Creative with strategy is called advertising”
– Jeff I. Richards, U of Texas

Creative Brief

Before the creative process begins, a written document is usually given to the agency creative team, outlining the message or creative strategy This is known as the creative brief

A Creative brief should contain…
• The opportunity or problem that advertising must address • A statement and brief description of the target audience • The desired behaviour or response of the target audience, as a result of the advertising

A Creative brief should contain…
• The product attributes that could bring about this response • A strategy statement stating what the advertising is expected to convey • The desired brand personality, if any • Any media or budget considerations

Creative Execution
• Verbal Execution
– Includes the development of headline and copy for print ads, and scripts for radio and television commercials

• Visual Execution
– Includes layouts and visuals of print ads, and ‘storyboards’ for television commercials and films

The Copywriter
• The person responsible for verbal creative execution • Must have a thorough understanding of the creative brief and the message strategy outlined in the brief •

Verbal Elements in Print Advertising
• Headlines • Subheads • Body Copy • Slogans

• It has been seen that five times as many people read headlines as the rest of the ad • Headlines can be used for a variety of purposes – attracting attention, luring readers into the text, selecting the right prospects, and delivering the selling promise

Headline of Rolls- Royce Ad
“At 60 miles an hour the loudest noise in this new Rolls-Royce comes from the electric clock”

~ David Ogilvy


Headline Subhead

Body Copy

Types of Headlines
• Direct-action headlines
• • • • Assertion Command How-to News announcements

• Indirect-action headlines

• Assertion Headlines

– "Switch to Amoco premium, no-lead gasoline, and your car will stop ringing." Print ad for: Amoco gasoline – Be One in a Million, Not One of a Million Print ad for: Pantene Pro-V – Mommy's new favorite mucus fighter! Print ad for: Mucinex Cough

• Command Headline
– Rescue Your Child from Sore Throat Pain with Scooby-Doo! Print ad for: Orajel Kids Sore Throat Relief Strips – Rush! Dream offer closes on 15th March, 1998 Print ad for: Bajaj finance scheme

• How –to Headline
– How to Get Results Super Fast with New Xomax Print ad for: Xomax – How to Destroy Canada's Ancient Boreal Forest, in 3 Easy Steps. Print ad for: Greenpeace – How to start a career in advertising? Print ad for: ICM advertising course

• News announcement headlines
– Introducing Freschetta Pizzamore. For Take-Out Taste at Your Place. Print ad for: Freschetta Pizzamore – Brooke Bond introduces Brooke House 100% pure, instant coffee for South India Print ad for: Brooke House – Ace Hardware cuts prices by 40% Print ad for: Ace Hardware

• Indirect Headlines

– “Virtual telephony. Let your executives play musical chairs in office.”

• Paradigm Plus with virtual telephony capabilities gives your executives the freedom to use any extension in the office as your own, even as they shuffle seats on availability basis

– “Send goodbye cards to all your friends”. From 27th February, you’ll have a new circle (Watch this space tomorrow) …an exclusive club on the outskirts of Bangalore

• Subheads usually appear in a smaller type size than the headline. • They may appear before the main headline, to introduce the main idea. These are known as lead-ins • Subheads may also appear below the main headline, to complete the • message in the headline

Ad for “Finolex” cables
• Headline: The Finolex Assurance

• Subhead : No shocks. No short circuits. No electrical fires

Ad for Promise Toothpaste
• Lead-in: “Remember when you had a toothache and grandma made it better with Clove oil? Your dentist uses it even today!” • Headline: “Here’s New Promise, the unique toothpaste with time-tested Clove-oil

Body Copy
• The main text of the ad, called ‘body copy’, is the logical continuation of headlines and subheads, and completes the sales story

Copy Styles
• Straightforward Copy • Narrative copy • Gimmick copy • Dialogue copy • Picture-caption copy

Straightforward Copy
• Immediately begins to explain or develop the idea in the headline and subhead, in an attempt to sell the product • It is straightforward, factual specifying product features • Emphasizes reasons why the consumer should buy the product

• Narrative Copy – Tells a story in the first person or third person • Gimmick copy – Relies on play of words, humor, exaggeration etc. to get the message across • Picture-caption Copy Tells the story through a series – of illustrations and captions

• Also known as tag lines • They serve as a ‘battle cry’ for the company • Slogans have two basic purposes – the first is to provide continuity for a campaign; the second is to reduce a key idea about the product or company into a brief, memorable positioning statement

Copy for Broadcast Media - Radio
• Gaining attention • Listener involvement • The X-Y-Z effect
– X: something to exclaim about – Y: stands for ‘why’ factor – Z: zipper line, which ties the entire message together

Weighing words for selling power

Copy for Broadcast Media - Radio
• Using voices, sounds and music to effect • Establishing and maintaining credibility • Closing a radio commercial

Copy for Broadcast Media Television
• Visualize the message • Simplify • Use action wherever possible • Use entertainment to communicate • Create an X-Y-Z appeal

Copy for Broadcast Media Television
• Four basic formats:
– “Focus on individual” format – “Focus on a story” format – “Focus on the product” format – “Focus on a technique” format

Visual Execution
• Refers to the expression of the idea visually • The main visual element are – layouts, illustrations, size, colour and typography • The two major aspects of visual execution in print advertising are : Layout and Illustration • In case of Television, a ‘storyboard’ is prepared

Some questions for a Visualizer….
• Should people be shown in the ads? • If so, what should they be doing? • Would it be better to show the product in a special setting? • Should photographs be used or illustrations?

Some questions for a Visualizer….
• How large should the headline be? • How large should the picture be? • How large should the picture be? • • How large should the product be? How large should the client’s name and logo be?

Some methods for visualizing print ads
• Showing the product alone • Showing the product in a setting • Showing the product in use • Showing a benefit obtained from use of the product • Dramatizing a headline

Some methods for visualizing print ads • Dramatizing a single solution • Dramatizing evidence • • • Dramatizing a detail Comparison Contrast

Some methods for visualizing print ads • Cartoon • Charts and diagrams • Symbols • Decoration, ornaments and abstract design

• The layout may be defined as the plan which indicates where the different components of an ad – headline, text and illustrations, are to be placed, for most effective communication of the advertising message • The arrangement of different elements with the advertisement



Body Copy


             LAYOUT STAGES………………….

1 Thumbnails 2 Roughs 3 Tight Layout 4 Comp  


3 4

Layout Stages

Thumbnail Sketches

Rough Layout




Figure 14.4

Final High-Resolution Film



Insert Savin ad from 6/e acetates here T9-6

Body Copy

Identification Marks

Some principles of good layout
• The law of unity • The law of contrast • The law of movement • The law of balance • The law of simplicity • The law of emphasis • The law of proportion

Formal balance can create a very orderly look and feel.

Informal balance can create desired eye movement through an ad.

Emphasis in an ad will lead the reader to focus on one layout element more than another.

Illustrations and Photos
• Photography – is considered authentic and makes a powerful statement – Most people feel that pictures don’t lie • Illustrations – eliminate many details of a photo and simplify the visual message – are considered more fanciful • The decision to use a photograph or illustration is determined by the
– advertising strategy – product being advertised – medium advertised in

• • • • Attracts attention Conveys realism Establishes mood Spot color

Match Color to Mood
Warm colors (yellow, orange) Black Earth tones (brown) Cool Colors (blue, green) Pastels drama, elegance, power

no-nonsense, natural happiness friendly tone

calm, serene, reflective

• The signature , or logotype (logo), is the distinctive identification symbol for a business. A well-designed signature gets instant recognition for a business

The appearance of the ad’s printed matter in terms of the style and size of typefaces

• How easy it is to perceive the letters • Reverse type, all capitals, and surprinting all hinder the reading process

Fiure 14.1d

• It is a layout of a TV commercial, indicating the scenes, their sequence and content, along with copy. It helps in the actual production of commercials

• Frame
• A visual indication for each scene or movement

• Copy
• Included at the bottom of every frame, with directions for shooting the scene and dialogue for each character

• Sound Effects
• Including music if any

• If the announcer is off camera

Presentations on Ethical issues in Advertising Topics
Deception in Advertising Use of Puffery in Advertising Unfair comparisons in advertising Adverse effects of advertising on society Bait and switch advertising Stereotyping in advertising Advertising to children Legal regulations in advertising

A – 1, 3, 5, 7, 9, 11, 13 B – 2, 4, 6, 8, 12, 14, 16 C – 15, 17, 19, 21, 23, 25, 29 D – 18, 20, 22, 24, 26, 28, 30 E – 31, 33, 35, 37, 41, 43, 45 F – 32, 34, 36, 38, 40, 42, 44 G – 46, 48, 50, 52, 56, 58, 60 H – 45, 51, 53, 55, 57, 59

Section - A

Presentations on Ethical issues in Advertising Topics
Deception in Advertising Use of Puffery in Advertising Unfair comparisons in advertising Adverse effects of advertising on society Bait and switch advertising Stereotyping in advertising Advertising to children Legal regulations in advertising

A – 1, 3, 5, 9, 11, 13, 17 B – 2, 4, 6, 8, 10, 14, 18 C – 19, 23, 25, 27, 29, 31, 33 D – 20, 22, 24, 26, 28, 30, 32 E – 33, 35, 37, 39, 41, 43, 45 F – 36, 38, 40, 42, 44, 46, 48 G – 47, 49, 51, 53, 55, 57 H – 50, 52, 54, 56, 59, 60

Section - B

Presentations on Ethical issues in Advertising Topics
Deception in Advertising Use of Puffery in Advertising Unfair comparisons in advertising Adverse effects of advertising on society Bait and switch advertising Stereotyping in advertising Advertising to children Legal regulations in advertising

A – 1, 3, 5, 7, 9, 11, 13 B – 2, 4, 6, 8, 10, 12, 14 C – 15, 17, 19, 21, 23, 25, 27 D – 18, 20, 22, 24, 26, 28, 29 E –, 31, 33, 35, 37, 39, 41 F – 30, 32, 34, 36, 38, 43, 49 G – 40, 42, 44, 45, 50, 52, 56 H – 47, 51, 53, 55, 57, 58, 59

PGDM (Marketing)

Radio commercial exercise
• To create awareness for model X of Whirlpool Washing machines among urban residents of NCR region to a level of 15% (awareness) • Target audience: working people • Positioning: Uses high technology (german) to clean and dry clothes more efficiently than all existing brands in the same category

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