The document provides guidance on developing creative briefs, print ads, television commercials, and radio commercials. It discusses key elements of an effective creative brief such as the audience, communication objective, consumer insights, and promise. For print ads, it describes the importance of the headline, subheadline, body copy, and visuals. Television commercial guidance includes using words to interpret pictures, stating one main idea, and including both text and subtext. Radio commercial elements are words, sounds, music, and a call to action. The document concludes with activities to create a tagline, print ad, and television commercial.
3. Creative BriefA creative brief (strategy or work plan) is a short statement that clearly defines the audience, how consumers think or feel and behave, what the communication should accomplish, and the promise that will create a bond between the consumer and the brand.
4. Creative Work PlanKey observationCommunication objectiveConsumer insightPromise and supportAudienceMandatories
15. I’d Like To Buy the World a Coke (1971)Good Taglines…Creatively mention the clinching benefitGet to the point in as few words as possibleHave a “ring” to themAre easy and fun to repeatTypically have meaning beyond the brand
24. Daring: Ok to occasionally break grammatical rules
25. Assertive Yet Humble: No “brag-and-boast”.More Copywriting GuidanceWhen you’re not sure how to phrase it, for starters write “like a Caveman”. Then add structure…
30. No “naked” superlatives – adorn them with specifics, fact, testimonial, or at the very least convincing verbiage. Example: Say “The world’s most comfortable beds” not “The world’s highest-quality beds.”Print Ads
31. Ad StructurePromise of benefit (headline)Spelling out of promise (subheadline)Amplification of storyProof of claimAction to take
32. Evaluating an Effective HeadlineDoes it start with short, simple words?Does it invite the prospect to read more?Does it include a thought-provoking or emotion-provoking idea?Are the words selective, appealing only to prime prospects?Does it give sufficient information for those who read only the headline?
33. Print Ad AnatomyThe Headline is part of the visual that attracts interest.The Subhead elaborates on the headline and transitions from headline to copy.The Copy (Body Copy) gives the details.
39. Posters and Outdoor: Primarily visual, although headline must be bold and capture attention and interest quickly. 7-10 words max. Play on words is typical.
40. Collateral: Can be more explanatory, detail-driven.Broadcast Ads (TV and Radio)
41. TV Commercials: GuidanceWords should interpret the picture and advance thought.
50. Describe scene instructions thoroughly (use standard script formats)Example of a TV Commercial Script Format
51. StoryboardsA storyboard is a series of drawings used to present a proposed commercial. It consists of illustrations of key visuals (video) and the corresponding audio.
62. Write in simple, short sentences with one thought per sentence.More Radio GuidanceMatch the conversational style of the target audience.Music should match the ad’s mood or tone of voice.Repetition is key, but don’t be annoying.Include a call to action.
66. Activity: Creating a TaglineChoose a brand and message theme for the brandDevelop 5 tagline possibilities for the message theme/brand.Rank the taglines and state why you like or dislike them.Choose your top tagline!
67. Activity: Creating a Print AdDevelop a general ad concept / ad objectiveCreate your: (1) Headline, (2) Subhead, (3) Body Copy and (3) Art/VisualsDetermine how the above will be laid outEdit your Headline, Subhead and Body Copy (one round of edits)
68. Activity: Creating a TV commercialDevelop a general ad concept / theme with objective.Write a brief paragraph description of what will happen in your commercial, discussing characters, actions and locations.Write the script for a 30-second spot.