ADVDMKTopic13 - Topic 13 Creating the Copy Art Direction...

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Topic 13 – Creating the Copy; Art Direction The “Big Idea” is the creative concept behind an ad that attracts attention and creates a distinctive impression for the brand in the mind of the receivers. It has been described as “that flash of insight that synthesizes the purpose of the strategy, joins the product benefit with the consumer desire in a fresh, involving way, brings the subject to life, and makes the reader/audience stop, look and listen,” (John O’Toole, The Trouble With Advertising, 1985). The big idea is also referred to as the key selling idea in a campaign – a guilding light, such as Apple’s “1984”, Nike’s “Just Do It”, Coca-Cola’s “Always Coca-Cola”, VW’s “Driver’s Wanted” and Wendy’s “Where’s the Beef” The message refers to what is said/show and is composed of copy and art. Copy is the written/verbal portion of the message and art contains any visual information. An advertising strategy is the summary statement of all the essential and defining planning, preparation, and placement decision. One major component of the ad strategy is the message strategy, which consists of objectives and methods and defines the goals of the advertiser and how to achieve these. Message strategies may include: promoting brand recall (repetition is effective along with slogans, rhetorical devices that link a brand name to something memorable – Bud-Weis-Er, You Deserve a Break Today, Get Met It Pays; instilling brand preference (feel good ads promote a positive feeling associated with the brand and humor and/or sex appeal, and may be used to create such an association; scare the consumer into action – fear appeal ads such as Radio Shack’s $6 million campaign showing an unprotected home and a slogan of “If security is the question, we’ve got the answer”, change behavior by introducing anxiety – P&G has depended on this approach with dandruff shampoos, body odor, athlete’s foot, bad breath; transform the consumption experience by connecting the experience of the ad so closely with the brand that consumers cannot help but think of the ad when they think of the brand (i.e., Herbal essence, McDonald’s); situate the brand socially so that the brand gains social meaning by association – slice of life ads often depict the idealized user; define the brand image by using celebrities such as Michael Jordan; persuade the consumer with high engagement ads to convince the consumer that a brand is superior – this requires a high level of cognitive engagement with the audience (i.e., when Casterol introduced Syntec synthetic motor oil, the firm was able to show how synthetic additives increased the heat protection of the oil compared to standard motor oils – this is an example of a unique selling proposition (USP) which is a promise contained in an ad which the brand offer a specific, unique and relevant benefit to the consumer. USP was championed by R. Reeves at the Ted Bates Agency in the 1950s.
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This note was uploaded on 04/03/2012 for the course MKT 363 taught by Professor Lieliesy during the Spring '12 term at Rutgers.

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ADVDMKTopic13 - Topic 13 Creating the Copy Art Direction...

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