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Objectives

Objectives. Grasp the purpose and value of advertising Become aware of the role of the creative team Understand the advertising design process Grasp the role of storytelling in advertising Learn how advertising can connect with people Create an advertising campaign

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Objectives

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  1. Objectives • Grasp the purpose and value of advertising • Become aware of the role of the creative team • Understand the advertising design process • Grasp the role of storytelling in advertising • Learn how advertising can connect with people • Create an advertising campaign • Learn some creative approaches to utilize during idea generation • Realize the strategy behind television commercials • Explore guerrilla advertising approaches

  2. Definitions • An advertisement (ad) is a specific message constructed to inform, persuade, promote, provoke, or motivate people on behalf of a brand or group. • Any individual or group who is on the receiving end of a commercial or public service message is the audience. • A creative brief is a strategic plan that both client and agency agree upon and from which the creative team works as a strategic springboard. • A functional benefit is the practical or useful characteristic of a product or service that aids in distinguishing a brand from its competition. • An emotional benefit is based on feelings and responses and is not based on a functional characteristic of a product or service.

  3. The Purpose of Advertising • Advertising is used in a free market system to promote one brand or group over another. • Whether used to launch a new brand or remind us to buy an established brand, advertising helps build the value of brands, groups, causes, and even individuals in people’s minds. • Advertising motivates us to act on behalf of a cause, helping to save lives and aid people incountless vital ways.

  4. Types of Advertising • Commercial advertising • consumer ads, business to business ads, trade ads TOSHIBA HD DVD: ADS (COMMERCIAL) DELLA FEMINA / ROTHSCHILD / JEARY & PARTNERS, NEW YORK

  5. Types of Advertising • Public service advertising ANTI-STEROIDS: WEB BANNER, WEBSITE (PSA) TBWA / CHIAT / DAY (VOLUNTEER)

  6. Types of Media • Types of media include broadcast, print, direct mail, and newer screen-based applications, along with unconventional venues. • More and more, people are spending their time on their mobile phones or in front of computer screens. • We are witnessing a convergence of media, where, for example, a mobile phone can become any person’s media hub with an Internet connection, programmed content, music, GPS, and more.

  7. Who Makes Ads? • The traditional creative team includes an art director and a copywriter. • Newer teams include others, such as brand planners and technology professionals.

  8. Advertising Design Process • The advertising design process is Orientation > Analysis > Concepts > Design > Implementation • Functional vs. Emotional benefits • A functional benefit is the practical or useful characteristic of a product or service that aids in distinguishing a brand from its competition. • An emotional benefit is based on feelings and responses and is not based on a functional characteristic of a product or service. PANASONIC "NEUTER YOUR BUNNY": CAMPAIGN RENEGADE LLC, NEW YORK

  9. Approaches to Concept Generation • Creative advertising is the goal—stretching beyond the ordinary, to be original, innovative. • Some approaches to concept generation include: • Figure of speech/pun • Visual analogy, simile, or metaphor • Symbolism • Icons • Life experience • The problem is the solution • Compare and contrast • Exaggeration • Endorsement • Irony VOLKSWAGEN “LEMON”: AD DOYLE DANE BERNBACH, NEW YORK

  10. Design Development • An ad must do the following to be effective: • Grab attention – Serve as a call to action • Communicate a message – Respect the viewer and be ethical PANASONIC “SHARE THE AIR”: CAMPAIGN RENEGADE LLC, NEW YORK

  11. Design Development • Most ads consist of the following components or elements: • Visual – Tagline • Headline (or line) – Sign-off • Body copy • Visual/Verbal Synergy • Together, the design and copy (the visual and verbal components) express the advertising idea in a synergistic visual/verbal relationship. • Copy-Driven vs. Visual-Driven • When the copy does the “heavy lifting” in an ad, the ad is considered to be copy-driven. • Conversely, when the visual or design of the ad does the heavy lifting—takes the leading role in conveying the message—the ad is visual-driven.

  12. The Ad Campaign • An advertising campaign is a series of coordinated ads, in one or more media, that are based on a single overarching strategy or theme. • Each ad in the campaign is based on an idea that relates to the overarching strategy or theme, though each individual ad can stand on its own. • An ad campaign should offer something new each time people see and read an individual ad from the campaign.

  13. Thinking Creatively • Thinking creatively defies formulas. However, to learn to think creatively or tap into one’s potential, it helps to learn by example. • The following are very elastic ways of thinking: • Visual surprise • Merge things • Be literal and really push it • Creative professionals thrive on thinking creatively; however, there are various industry and government regulations that must be considered, as well as universal ethical considerations about what is appropriate and principled.

  14. Commercials • As with all advertising, commercial spots for television, web, mobile, or any screen-based media that has motion capability start with orientation, analysis, and conceptual development. • Often, commercials are part of an integrated campaign with print and out-of-home components. • Visualizing an ad for television begins with a storyboard. • A storyboard illustrates and narrates the key frames of a television ad concept.

  15. Guerrilla Advertising • Unconventional advertising “ambushes” the public • It appears in the public or private environments— places and surfaces where advertising doesn’t usually live, such as on the sidewalk or at the bottom of golf holes. • It’s also called guerrilla advertising, stealth marketing, ambient marketing, and nontraditional marketing. • It should be engaging, not intrusive. • Utilizing existing structures in public spaces, such as bus shelters, lampposts, fire hydrants, corners of buildings, or parking spaces, ambient advertising gets under people’s ad radar to surprise them.

  16. A Final Word • Since the creative revolution of the 1960s, creative advertising has made great strides to distance itself from hucksterism. • More than ever before, the self-conscious tone of much celebrated advertising winks at the viewer. • To keep moving forward, all advertising professionals, not just a small number, need to find responsible voices.

  17. Summary • Advertising differentiates brands, groups, and causes, and ultimately sells brands and calls people to action. • An advertisement (ad) is a specific message constructed to inform, persuade, promote, provoke, or motivate people on behalf of a brand or group. • Commercial advertising promotes brands and groups. • Public service advertising is advertising that serves the public interest. • Cause advertising, sponsored by corporations, is used to raise funds for nonprofit organizations and is run in paid media.

  18. Summary • Types of media include broadcast, print, direct mail, and newer screen-based applications, along with unconventional venues. • The traditional creative team includes an art director and a copywriter. • An advertising idea is the creative conceptual solution to an advertising problem that communicates a message and calls people to action. • Usually, ads claim a functional or an emotional benefit. • Each ad should communicate the spirit of the brand “story.” • A creative brief is the strategic springboard for concept generation.

  19. Summary • For advertising to capture people’s attention and time, it should not be all about the brand, it has to be about people. • Most ads consist of the following components: visual, headline (or line), body copy, tagline, and sign-off. • The advertising idea is communicated through a synergistic visual/verbal relationship. • Working cooperatively, the visual and verbal components should produce a greater effect than that of either part alone.

  20. Summary • An advertising campaign is a series of coordinated ads—in one or more media—that are based on a single, overarching strategy or theme, and each individual ad in the campaign can stand on its own. • Television commercials incorporate sound (including music, voice, and special effects) and motion (action, dance, demonstration, and visual effects). Specific lengths of time (15 seconds, 30 seconds, or 60 seconds) are given to communicate the message. • Unconventional advertising is used to get under people’s ad radar, to ambush them when they are not expecting advertising messages, but not intrusive. • Online and unconventional advertising should be engaging and entertaining enough for people to want to share.

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