The Big Idea大創意
– Implements the advertising strategy so that the message is both attention getting and memorable
The Creative Leap
– Jumping from the strategy statement to an original idea that conveys the strategy in an interesting way
Right-brain thinking右腦思維
– Intuitive, nonverbal, and emotion-based thinking
The Creative Person創意人
– In advertising, creativity is both a job description and a goal
Creative strategy
– What the advertisement says
– message strategy
Creative execution
– How it is said
1. 感知Perception: create attention, awareness, interest, recognition, and recall
2. 認知Cognitive: deliver information and understanding
3. 情感Affective: touch emotions and create feelings
4. 說服Persuasion: change attitudes, create conviction and preference
5. 轉型Transformation: establish brand identity and associations
6. 行為Behavior: stimulate some form of action
Two basic approaches to translating message objectives into strategy
Hard- and Soft-Sell strategies
– Hard Sell: touches the mind and creates a response based on logic
– Soft Sell: uses emotional appeals or images to create a response
Most advertising messages use a combination of two basic literary techniques to reach the head or the heart of the consumer
Lectures and Dramas
– Lecture: a serious instruction given verbally
– Drama: relies on the viewer to make inferences
Transform Product轉換產品
Branding品牌
Image advertising is used to create a representation in the customer’s mind
Associations機會
Strategy Decisions戰略決策
The problem問題
The objectives目標
The target market目標市場
Positioning strategy定位策略
Type of creative strategy新戰略
Selling premise銷售前提
Execution suggestions執行建議
Global campaigns
– Require ad work that addresses advertising objectives and reflects the positioning strategy
– Usually desirable to adapt the creative execution to the local market
Explain the basic style used for copy writing
Describe the various elements of a print ad
Explain the message characteristics and tools of radio advertising
Discuss the major elements of television commercials
Discuss how Web advertising is written
Four types of ads in which words are crucial
1. If the message is complicated
2. If the ad is for a high-involvement product
3. Information that needs definition and explanation
4. If a message tries to convey abstract qualities
Copywriter
5. person who shapes and sculpts the words in ads
The Headline
Key element in print advertising
Conveys the main message
Works with the visual to get attention and communicate creative concept
A good headline will attract those who are prospects
The headline must work in combination with the visual to stop and grab the reader’s attention
The headline must identify the product and brand, and start the sale
The headline should lead readers into the body copy
– Direct-action headlines
– Indirect-action headlines
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