11 creation of ad part 1
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The document discusses key aspects of creating effective advertisements and commercials. It covers creativity in advertising, the creative brief, brainstorming creative ideas, developing a creative strategy, executing advertisements, and elements of print ads such as headlines, body copy, taglines, and visuals. The goal of creative advertising is to be persuasive, motivate audiences, and help achieve marketing objectives through unique and effective communication.
11 creation of ad part 1
- 1. Chapter 11 Creation of Advertisements and Commercials (Part.1) Novrita Widiyastuti, S.Sos
- 2. Creativity in advertising • Creativity is definitely one the most important aspect in advertising, on the other hand advertising must be persuasive and motivates the audience
- 3. Creativity in advertising means • Effective in helping the advertiser achieve its marketing objectives. • Provide a unique and effective way to communicate with the target audience • Creating advertising message which relates and provides answers to the target audience’s needs and wants • Persuasive message which motivates the consumers, therefore contributing to sales • Effective in establishing brand image • It must be ethical
- 4. The Creative Brief • The advertising objective • The audience needs/ wants/problems • The aspects of the brand which can fulfill the needs/wants or solve the problems of the target audience • The motivation to buy the brand • The way to communicate effectively
- 5. Brainstorming • It is the practice of the creative people to brainstorm together to get ideas • When brainstorming, all ideas that comes are listed and discussed. • The ideas might relate to the feature and benefits of the products, or consumers behavior that you want to evoke with your message. • The ones with potentials are short listed and finally the “big “ idea is selected.
- 6. The Creative Strategy • Who to influence • What to say in order to influence • How to say in order to influence.
- 7. Execution The message execution should be: • Attractive, attention getting • Simple and easy to understand • Able to create the perception as defined in the creative strategy
- 8. Elements of Print Ad 1) Headline: Short sentence/phrase placed prominently in a print ad with oustanding letters 2) Body Copy: an elaboration of the statement or promise made in the headline or sub headline 3) Tagline: a short catchy phrase or end statement that embodies the broad strategy of an ad. 4) Visual: picture made to describe the ad 5) Brand logo: Symbol/name of the product/sponsor
- 10. HEADLINE • Offers a benefit • Announce something new • Arouse curiosity • Strong head-visual relationship • Mention the brand name • Identifies the type of product, service or company
- 12. BODY COPY • Avoid complicated words • Ends with an urge of action
- 14. TAGLINE • KISS • Catchy • Easy to understand and remember
- 15. VISUAL • Gain attention unusual, new, attarctive, provocative • Shows the product • Brand name