Test Review 1 - 3 Develop a look 4 Think on paper first...

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Copywriting: writing that understands the reader. The creative process is a structured, disciplined process that is about problem solving. You must understand the problem before you can solve the problem. Do you have to stay in touch with the real world to write advertising that works? How? Some Creative Rules 1. Never show what you’re saying and never say what you’re showing. 2. Don’t use fake names in a headline 3. Avoid puns 4. Provide detail. Ie: royal Viking cruises to china-detail about the great wall and your chance to touch it. 5. Don’t use a model number in the headline. 6. Quantity of headlines is important but ask yourself how many doors you can go through while writing. 7. Think on paper first. Write, don’t type. 8. Write like you talk. 9. Write like you would talk if you were the brand. Ie: apple=benevolent intelligence Some thoughts on design: 1. Something has to dominate 2. Avoid trends in execution
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Unformatted text preview: 3. Develop a look 4. Think on paper first. Consumer behaviorist must be objective We can become more sensitive to others by learning to observe ourselves as consumers first. The difference between primary and secondary research. What is the 80/20 Rule? 20% of your customers make up 80% of the sales. Insight: Unique combinations of information that give meaning to the marketplace Eureka Example on page54. They found out that people enjoy the dirt being sucked up in the nozzle. Found out that, brand insight, a carpet can hold 5X its weight in dirt. The sweet spot for Eureka Vacuums was that Eureka gets the hidden dirt! Data===Information===Insight===Inspiration DATA: Raw stuff. Every bit and piece about your brand. Piles up to large stacks of info. INFORMATION: Analyze/ Create usable or simple information. INSIGHT: Hypothesis INSPIRATION: Action...
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