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Advertising Lecture 4 How to design a Creative Concepts and Executions…
Advertising Lecture 4
How to design a Creative Concepts
and Executions
Proposition
Main idea
Promise or benefit
The centrepiece-would mum understand it?
3 short sentences
Language that creative team understands- Catalyst for creating concepts
Avoid jargons/ ambiguity/ being too cague/ abstract
Not 'the best' but tell us why it is the best!
Singular not multiple
The right and wrong example
Right
The Honda Banzai is the family coupe with great performance
Wrong
The Honda Banzai Coupe combines performance, reliability, economy and cat like road holding with sporty good looks and room for a family of five
Support
Concrete resons or facts - supports claims
Any testimonials? Quotes? Press cuttings?
Any research? Figures? Evidence for the proposition:
E.g. Vitamins contains XYZ minerals, positive effects after 5 weeks etc
Can contain nugget of info to launch an execution
Pick I point
Three Ways of looking at the creative process
Non formulatic
Meticulous
Balance between freedom and constraints
A brief of an Advert
The length of a brief: Just 1 page
A strapline
Component parts of the Brief
IPA Version
Where are we now?
Where do we want to be?
What are we doing to get there?
Who do we need to talk to ?
How will we know we're arrived?
Practicalities
Approvals
Project Management
J. Walter Thomson Creative Briefing Form
Date
Core Team
Timesheet Codes
Media Requirements
Production Budget
Role of Communications
Taarget Audience
Consumer Insight
The Proposition
Desired Response
Resons to Believe
Brand Personality
Tone of Voice
Executional Considerations
Example
Levi's
What must the advertising say?
501s from Levi's are the right look and the only label
Any why should the consumer believe it?
Because they represent the way jeans should be worn today
and because they are the origina jean, indeliblu associated with the birth of teenage culture in the 1950s
Tone of voice
Heroic, highly charged, American [but 'period']
The ad:
Levi’s Launderette BBH
Tone of Voice
Tonal ambience环境
• Guides the ‘feel’
• Extend values of brand
• Can be general or specific
• Manner of communication – how we should speak to target audience
• Specific to circumstances / brands
• Better to use two words only
Mandatories强制性
i.e. What ads must include
Genre convention 類型慣例
Inclusions - call to action
e.g. web/ phone; use of character/ personality, current tag, line, new logo?
Exclusions - clichés, client prejudices, tried and failed idea
Requirements
Format of campaign
e.g. minute
Media executions
e.g. TV, posters, press
Assignment
Market
Cmpaign
Past Campagn
Consumer insight
The kit?
Nike pinpai
objectives
Creative Brief
Creatice concept
theory
Your advert should related to your brief
Campaign Ecaluation
creative excusion
Ethical consideration
Concept vs execution
Concept
Meaning
e.g. Treasure, excution
Abstract- easier to articulate清楚地
Broad - not tied to specitfics
Substantial - deep in meaning and sutainable
Execution
Meaning
Concrete - describable
specific - change from ad to ad
Styleish - outward expression of the message
Example
tstructure
feloooew the task for the the strure
pirnt ad or radio script, what should got h
main assesment is via
Innocence and fun meet summer
Car wasn't about summer, it is summer
Carbrio with roof down - rainbow behind it made the shape of the rainbow
Sunrise completed roof shape of Beetle
Copy write
The process of executing the message strategy through the use of words and music
Structure those promises and support
Promise of benefit [ headline]
Spell out the promise [ sub-headline - optional]
Amplification of story [ as needed]
Proof of claim [ as needed]
Action to take [ if not obvious]
Headlines
What’s the promise and what’s the proof
•‘Ticket on the meat’ [Ogilvy]
•Tell us what we want to know immediately
•Nowadays shorter
•Don’t make us guess the brand’s benefits
•Make it interesting …..
•Short simple words – no more than 10
•Use question [involves us], how to [finish it well!], quote?
Copyright
Creating and sharing ads
Searching for images
Choose the one which is free to use or share or modify
Useful sources of free images
•
https://pixabay.com
•
https://www.flaticon.com
•
https://search.creativecommons.org
•
https://unsplash.com
•
https://www.freeimages.com
• www.flickr.com/commons
•
http://commons.wikimedia.org/wiki/Ca
tegory:CC-Zero
