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Preparing to Create: Strategy and The Creative Brief

Preparing to Create: Strategy and The Creative Brief. Objectives. By the end of this class you will be able to Identify the key elements of good advertising Recognize the elements of a Creative Brief Write a Creative Brief Set copy objectives

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Preparing to Create: Strategy and The Creative Brief

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  1. Preparing to Create:Strategy and The Creative Brief

  2. Objectives By the end of this class you will be able to • Identify the key elements of good advertising • Recognize the elements of a Creative Brief • Write a Creative Brief • Set copy objectives • Select Tone(s), style(s) and approach(es) for ad copy • Communicate the strategy and specific assignments to a team using a Creative Brief, Copy Platform and Assignment Sheet

  3. What You’ve Got • Strategy, target audience, positioning statements, and the proof points • Large agency provides • Small agency you will help develop it

  4. What You May or May Not Have • Campaign Theme and Look • Creative Brief/Copy Platform (Guidelines) • Logo • Tag Line (Slogan)

  5. What You Need To Deliver • Ads that command attention • Ads that build consideration or awareness • Ads that Sell • Creativity, memorability, award worthiness optional

  6. From Rough Draft to Approved Ad What Has To Be In It? • Specs and benefits • Enough information to act on • Simple clear language • A call to action (Why act now) (Tool?) (Coupon?) (3 days only) • Remember AIDA or AIDCA (C = conviction) • A – Head • I – Subhead • D- Body copy (and C) • A – Closing ASSIGNMENT: Bring to next class 1 newspaper and 1 magazine that has all four elements and mark them – Attention – Interest – Desire – Action

  7. The Creative Brief (Copy Platform) Writing a Creative Brief (aka Copy Platform) copy platform - A statement prepared by the advertiser (often in association with an advertising agency) setting forth the advertising strategy, a summary of the rationale for the strategy, and related background information. Determine your prospects • Features (Facts, specs, details) • Sameness differences from others • Usage • How, when, where, why, with what or whom • Benefits: What does user gain? What’s in it for them? • Note selling strategy • Yours • Competition’s • Threats/Opportunities

  8. Setting copy objectives Set your objectives • Retail • Build traffic, sales volume, store personality, brand links, new business, news or new offerings • Brand • New product introduction • Increase Consideration or use • Build Image • Relate to a family of products • Convey features and benefits

  9. Advertising Philosophies Develop a Concept • Association of product with a desirable state of being Choose an Approach • Tone: • Humorous • Emotional • Factual (AKA Logical, reason-why, objective, or descriptive) • Style: • Dramatization (slice of life) • Demonstration (almost always factual but can be humorous as well as not) • Presentation (Includes narrative, voice-over, or testimonials) • Other Options/Methods • Music, poems, rap, etc.

  10. Approaches/Styles Assignment • You must be able to defend it or them! When you Pick an approach/style/tone …..

  11. Let’s Look at Some Forms Documents are available on Right Side of Class Schedule.

  12. Assignment Assignment • Write a: • Creative Brief • Copy Platform and • Copy Assignment Sheet (Download Forms from the Website)

  13. Summary In this class you learned to: • Identify the key elements of good advertising • Recognize the elements of a Creative Brief • Write a Creative Brief • Set copy objectives • Select Tone(s), style(s) and approach(es) for ad copy • Communicate the strategy and specific assignments to a team using a Creative Brief, Copy Platform and Assignment Sheet

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