Creative research

The creative process for developing compelling messages in direct response

promotion begins with thorough research and involves idea generation and
copywriting.

Direct marketers must have a deep understanding of their target audiences,

including customer preferences, buying patterns, media and offer preferences, and
contact preferences. They also need to consider the influence of environmental and
psychographic factors on buyer behavior.

To understand buyer behavior, marketers analyze demographic indicators such as

income, age, gender, and marital status. However, they also take into account less
tangible factors like lifestyle and social class. The concept of "conspicuous
consumption" within neighborhoods is important, as households tend to emulate
the spending behaviors of those around them, leading to behavioral homogeneity.

To create effective message strategies, marketers must gain insight into the buyer's
mindset and determine the key benefits that will drive them to take action.

They also need to consider the competition and alternatives available to

consumers.

In summary, successful direct marketing relies on a deep understanding of the

various factors that influence consumer behavior. This knowledge allows
marketers to craft compelling messages that resonate with their target audience.

Case study:
Agree with the audience and add more
The survey involved more than 3,000 women in 10 countries. The results showed surprising
insights:
Only 2% of women consider themselves beautiful
Most describe themselves as “natural” (31%) or “average” (26%).
60% of women feel society expects them to improve their physical attractiveness, and 59% say
men value this attractiveness.
72% of women feel pressured to look beautiful
81% of American women believe that “Media and advertising have set an impossible standard of
beauty that women can never achieve.”
The study also corroborates the hypothesis that the definition of beauty is becoming increasingly
narrow and difficult to achieve, because only thin, young and blonde are considered beautiful.

Message objectives
Creating compelling messages in direct marketing involves aligning the message
with specific objectives, such as generating website visits, phone calls, text
message replies, in-store visits, donations, votes, leads, or product sales.

Customer research is crucial to determine which consumer segments are more

likely to respond based on the message objectives. Before crafting compelling
messages, marketers must have a comprehensive understanding of their customers
and the promotional message's intention.

With the advent of digital, social, mobile, and text channels, there's a growing
emphasis on ensuring that direct-response copy is relevant to the target audience.
Direct marketing guru Jim Kobs emphasizes the importance of understanding the
prospect's needs and tailoring the copy style to the audience.

Ultimately, the bottom line is that writing engaging direct response copy,
especially for digital channels, is crucial for successful direct marketing.

The distinction between brand-building advertising and response-driven

advertising is essential. Direct-response copywriters must possess not only
language skills but also the ability to create copy that achieves specific message
objectives, employing various techniques in both copywriting and graphics.

Copywriting Techniques
Features versus advantages versus benefits:

Features: The cruelty and popularity of the product or service, as identified by the
customer in the context in which it occurs.

Advantages: Special value brought to customers, description of special points that create
real value.

Benefits: Positive and real impact for users, clearly presented in the presentation.

For example:

Iphone 7plus (Apple's first dual camera product line)

Features: A unique and popular feature of the product, such as dual cameras.

Advantages: Describe the specific value the feature brings, such as high-quality
photography.

Benefits: Focus on the positive and practical impact on users, such as the convenience of
taking beautiful photos and engaging experiences when using smartphones.

Writing the copy:

Create compelling advertising content that focuses on your target's needs and wants.

For example:

How Apple introduces its products:

Explore the technology world of Apple. The iPhone takes professional photos, the ultra-
thin MacBook with powerful performance, the Apple Watch with health monitoring, and
the AirPods Pro with high-quality sound. Each product is the quintessence of creativity,
bringing a classy and unlimited experience to your life. Discover now to live a quality life
with Apple.

Copy appeals:
Strong emotional connection with customers: This is known as emotional appeal.

Appeal to logic: Convince by facts and reasoned reasoning.

Ethical appeal: Establish credibility and trust by upholding moral principles.

For example:

Emotional Appeal: Apple's iPhone is not just a photography tool, but a way for users to
tell a personal story, connect strongly with emotions and share joy.

Appealing to Reason: Apple's MacBook Air, ultra-thin, light yet powerful with a new
processor chip, creates the perfect combination of design and performance ideal for work
and play.

Ethical Appeal: Apple is committed to not only delivering quality products, but also
building trust and reputation through ethical values, from recycling materials and
protecting user privacy.

Copywriting formulas:

AIDA (Attention, Interest, Desire, Action): Attract attention, create interest, stimulate
desire, and encourage action.

PAS (Problem, Agitation, Solution): state the issue, elicit apprehension, then offer
remedies.

FAB (Features, Advantages, Benefits): Outline features, clarify benefits, and highlight
advantages.

For example:

AIDA (Attention, Interest, Desire, Action):

Attention: New iPhone with professional camera and unmatched performance!

Interest: Classy design and excellent photography capabilities.

Desire: Want to experience life through the lens of your iPhone? This is the phone you
are looking for.

Action: Click to order now and own an iPhone today!

PAS (Problem, Agitation, Solution):

Problem: Current camera does not meet expectations?

Agitation: Feeling embarrassed when you miss an important moment?

Solution: iPhone - Solution with professional camera so you never miss a special
moment.

FAB (Features, Advantages, Benefits):

Features: Dual camera system, Night Mode and 4K video recording.

Advantages: Professional photography and excellent detail.

Benefits: Capture the most beautiful moments and create unforgettable memories.

DESIGN AND GRAPHICS

Hand in hand with copy—the words, the expressions, the ideas, the
meanings—go design and graphics—the art, the layout, the symbols, the effects.
Here we include the impact of photographs, illustrations, type styles, paper, inks,
size, and a variety of other attention-getting devices. In direct marketing, the
ultimate goal of the designer, like that of the copywriter, is to stimulate action, to
generate measurable response. Thus, design (like copy) becomes a means and not
an end—another element of the total promotion process. The designer of direct
marketing promotion has available a great many graphic techniques for use in a
variety of media: direct mail, print, broadcast, digital video, and online, as well as
posters and billboards.

LAYOUTS
A layout positions copy and illustrations, not only to gain attention but also to
direct the reader through the message in the sequence intended by the copywriter.
A good layout can help communicate messages clearly, attract attention, and
increase engagement.
1. Size and Proportion:
- Determine the appropriate size and scale for your design, reflecting the
goals and context of use.

2. Title and Text:

- Place a strong and memorable title in a prominent location.
- Organize text in an organized manner, using appropriate fonts and sizes for
readability.

3. Images and Graphics:

- Place images and graphics in strategic locations to support key messages.
- Keep the visuals creative and attention-grabbing.

4. Spacing and Arrangement:

- Use spacing to create balance between elements and create a positive
space.
- Arrange elements appropriately to avoid making the design overloaded
with information.

5. Color:
- Use colors that are organized and reflect the brand identity.
- Make sure that color does not detract from the readability and
understanding of the message.

6. Eye Flow:
- Arrange elements so that the viewer's eyes naturally move in the right
direction to understand the message.

7. Create Highlights:
- Use special elements or design techniques to create highlights and attract
attention.

8. Coherence and Consistency:

- Make sure that the elements are arranged harmoniously and linked
together.
- Keep the design consistent with your brand identity and marketing goals.
9. CTA (Call to Action) Integration:
- Place the CTA in a visible location and large enough to encourage action
from the viewer.

10. Testing and Optimization:

- Test multiple versions to review performance and optimize according to
feedback and collected data.

Layout in graphics is an important part of the design process, and careful

consideration of the above principles can help create a strong and effective design.
For example about layouts:
ILLUSTRATIONS AND PHOTOGRAPHS:

Illustrations explain an idea or tell a story or decorate by visually depicting and

interpreting text.

It can be performed both manually and digitally — using some relevant software.

Drawings are one of the most widely used illustration styles. Whether it's pencil
drawings, watercolor drawings, even charcoal drawings, you can see some
illustrations mainly in magazines, books, posters, educational materials, and flyers.
Here are some ways to use illustrations and images in graphics:

1. Charts and Diagrams:

- Use charts and diagrams to present data in a clear and easy-to-understand
manner.
- Choose a chart style that suits the type of information you want to convey
(for example, column chart, pie chart, line diagram).

2. Infographics:
- Create infographics to represent complex information in an intuitive and
engaging way.
- Use images, charts, and text to combine information and create an
interesting story.

3. Background Images:
- Use background images to add space and depth to your design.
- Make sure that the background image does not distract from the readability
of the text.

4. High Quality Images:

- Use high-quality images to ensure that your graphics look professional and
sharp.
- Avoid using images that are blurry or lack resolution.

5. Symbols and Symbols:

 - Use symbols and symbols to highlight important ideas or elements in the
design.
- Choose icons that suit your field or context.

6. Avatar and User Image:

- Use avatars or user images to create intimacy and personalization.
- Especially useful in applications and websites related to communities and
social networks.

7. Artistic and Creative Images:

- Use artistic and creative images to create a unique and attention-grabbing
design.
- Consider using digital art, illustration or special effects.

8. Product Images:
- If you promote a product, use high-quality images of the product to show
off its features and advantages.
- Show products from multiple angles and in usage scenarios.

9. Animation and Video:

- Use animations and videos to create interactive and attention-grabbing
experiences.
- Consider using GIFs, short videos or motion effects.

10. Calculate Stories and Links:

- Arrange images so they form a cohesive story and support the main
message.
- Make sure every image reflects a general theme or idea.

When using illustrations and images, it is important that they support and highlight
the main message you want to convey. Graphics are not just about being beautiful,
but also about how they help understand the message easily and effectively.
For example about illustrations and photographs:
INVOLVEMENT DEVICES:
Many direct-response advertising devices spur action by involvement
devices that engage the reader in some ways. These include tokens, stamps, punch-
outs, puzzles, premiums, and gadgets that the reader returns to the seller. Links and
click buttons are naturally involving devices of websites.

TYPE:
Like other design elements, fonts influence readers, helping them perceive text,
products, or even entire websites. Therefore, choosing the appropriate font will
help increase user experience on your website.
For humans, images are not simply colors and shapes. For businesses,
understanding the psychology of fonts in particular and design in general will
determine how memorable their brand is in the minds of customers.

For example, if a bank wants to convey a sense of trustworthiness and

sustainability, they might choose a traditional Serif font. However, if this bank
wants to attract a young audience, they should choose a sans serif font to show the
dynamism of the brand.

Fonts are visual elements used to convey information or display content to readers.
Fonts also carry a hidden message to change the way readers feel about any main
content in the text.

When unleashed, fonts can make a brand more trustworthy, friendly, or

inspirational - and have a powerful impact on consumer psychology.

Additionally, designers can apply fonts to shape an individual's emotional response

to a brand.

Serifs: Stability, Tradition, Wisdom, Formality

Simply put, Serifs are letters with few lines, strokes or serifs on the letterforms.
The popularity of this font comes from the serifs on the letterforms, which create
elegant strokes and give this typeface its impressive name.
This is a classic typeface and is used in official and academic institutions due to its
formality and elegance.

Examples in logo design: JPMorgan, DBS Bank, Wikipedia, TIME, CBS News,
Gap, Dior, Rolex, Vogue, Tiffany & Co

Font examples: Baskerville, Addington, Garamond, Caslon

Sans Serifs: Modern, Open, Friendly

Unencumbered by excessive decorations, Sans Serif fonts appear open and
friendly, helping businesses appear more accessible in the minds of users. Budget
airlines, logistics companies, and retail companies can use Sans Serif fonts to make
their customers feel welcome and comfortable.

Examples in logo design: Nike, Apple, Facebook, Microsoft, Dropbox, Spotify,

FedEx, National Geographic

Font examples: Arial, Modelica, Open Sans

Slab Serifs: Strong, Durable, Masculine, Natural

Slab Serif font is bolder and bolder than regular Serif fonts. This is a strong
assertive font, suitable for practical and trustworthy businesses.

Often thicker in the outlines, Slab Serif fonts inherit the stability and tradition of
Serifs, but are also bolder and more unique.
Slab Serifs fonts often have a more masculine and rugged feel. Car and electronics
companies can use it to convey a strong, masculine feeling in their brands.

Examples in logo design: Sony, Honda, Volvo, IBM, Coach

Font examples: Rockwell, Detroit, Darius, BW Glenn Slab

Decorative: Creative, original, flexible, suitable for tastes

Decorative fonts are very unique and are most often used for advertising purposes.
Therefore, this typeface does not have an official classification like previous font
types.

Typically this font is used to decorate elements from larger typefaces and
creatively combine them together to create incredibly impressive results with this
font. The creative nature and unique characteristics make this font family a choice
for you if you like to be innovative.

Examples in logo design: Tour de France, Yahoo!, NASA, Lego, Subway, Oreo,
Greenpeace, MTV, Warner Bros

Font examples: CA Negroni, Addison, Cheese Sauce

Scripts: Creative, Fun, Youthful, Romantic

Script fonts have a handwritten appearance and lean towards innocent or dreamy
emotions, depending on the style and context. These traditional handwritten style
fonts give off a classy, sophisticated feel, and are often used by high-end luxury
brands.

The association with youth has also led to Scripts being used for the packaging of
candy and children's foods, such as cereals or soft drinks. Posters and billboards
can also use Scripts fonts to add interest.

Psychologically, Script fonts have the ability to have a special impact. Sometimes,
these fonts even bring a sense of nostalgia, as they were very popular for brands in
the 50s. Brands like Ray Ban and Coca Cola still keep fonts like this to strengthen
their association. relationship between past and present to exploit user psychology.

Examples in logo design: Disney, Mailchimp, Ray-Ban, Coca-Cola, Reese's,

Pinterest, Virgin, Kellogg's, Budweiser, Cartier

Font examples: Seldom, Sinisuka

PAPER:
Here the designer is concerned with substance, texture, and finish as well as color,
weight, size, and shape of paper. Paper can have a high-gloss finish for use in a
catalog of upscale merchandise, or it can simulate the look of a newspaper to
convey timeliness.
Paper not only helps set the tone of a direct-response advertisement, but its texture,
weight, and size can have substantial impact on cost.
INK:

Like paper, ink can convey impressions through color, gloss, intensity, and
placement. Ink selection must consider the paper and the printing process as well
as the design. Some inks are even available with fragrances, such as the smell of
lavender or pine trees. Some can be embossed to simulate gold and silver coins.
Some can be scraped off to reveal a printed message underneath. Some can be
printed on unusual paper stock, such as cellophane, waxed paper, or foil.

COLOR:
Each color in a graphic can bring many different meanings and emotions. Here are
some general meanings of some popular colors in graphics:

1. Red: Strikingly, assertiveness, passion, danger, heat, and attention.

2. Green: Freshness, health, peace, nature, and freshness.

3. Blue: Peace, spaciousness, freedom, and protection.

4. Yellow: Brightness, joy, wealth, optimism, and attention.

5. Pink: Femininity, love, tenderness, and passion.

6. Black: Elegance, power, modernity, and a sense of mystery.

7. White: Purity, cleanliness, simplicity, and clarity.

8. Brown: Stability, sincerity, consensus, and warmth.

When creating graphics, the use of color can help create a certain atmosphere,
assist in conveying a message or create an emotion in the viewer. Flexible
combinations of colors can create balance and harmony in the design, increasing
the interactivity and effectiveness of the graphic.

Creating Messages for Specific Media( Minh Trang)

Create message ads that include images, sounds or motion. Video and audio
creative elements related to the design of print, television, direct response, radio,
online video, and technical platforms follow in the next section.
Print
Compelling print designs are those that successfully attract the reader's attention
and hold it long enough to convince them. However, it has a short shelf life
because they will throw them away immediately after reading them. The challenge
for the direct marketer is to get consumers to retain printed material that
encourages more reading and impressions.
These are examples that demonstrate creativity and longevity in print media
design.
Television
Television is especially suited to visualizing action as well as performing. Products
suitable for direct response television include: innovative products, household
goods and jewelry, many other services. However, the demand for watching
television has decreased sharply in recent years.
Concept
The first step to creating direct response TV ads is to determine what the ad is
about and what it is all about. It is very important for the idea to be logical and
clear.
Storyboards
The visual part of a TV commercial is represented by illustrations, called
storyboards. Essentially, a storyboard is a timeline that goes from top to bottom
with the steps to creating a story board:
1. Objectives: Think of your story as a video and decide what you want it
to accomplish.
2. Setting: Establish the backdrop for your story.
3. Major ideas: Outline the main ideas or frames that may be used to
portray your story.
4. Characters: Identify the characters that will appear in your story along
with each character’s specific role.
5. Plot: Determine the story’s problem and solution, along with its
climax.
6. Message: Decide on the story’s primary meaning or purpose—the
action you want the viewer to take based on your story.
J20 Pool Party

This television commercial was extremely effective in generating a

response.
Script