Questions and Answers of Contemporary Advertising

=+Now write the same commercial as a 15-second spot. What copy could you eliminate and still deliver the same message?
=+Be sure you create a campaign and use the same talent, characters, visuals, music, typography for supers, and placement of elements. Consider what sound effects would place the listener in the same
=+You can go to this site http://www.spike.com/superbowl, http://www.myspace.com/superbowlads, or http://youtube.com to view them before deciding. This YouTube page has the top ten of the
=+Decide what kind of programs or channels the spot would air. Are these skewed more to female or male viewers?
=+Think about the kinds of talent you will be casting, so you have their voices and images in your mind.
=+Consider the brand personality and how best to depict it.Think visually.
=+would work for this brand? Think about several, or blending several strategies, before deciding.
=+Analyze the creative strategy statement to determine the strategic creative direction.Reread chapter 1. Examine the handy list of strategies in chapter 2. What strategy
=+Think about the audience. See them three-dimensionally, as real people, not a list of statistical data. Which VALS category or categories would they fit into?
=+Review the brief, any product/brand research, and consumer insight.
=+Here are a few familiar examples, in addition to the abovementioned ones: milk mustache (California Milk Processor Board), Clydesdales and Dalmatians (Budweiser), cool guy versus geek (Apple), the
=+ Consider all the commercials you loved. What part did the visual play?
=+ What characters could become part of everyday culture?
=+ What scenarios could draw the audience in?
=+ What graphics could stop the viewer?
=+The next time you're writing for TV, think visually. Try to let an image move the story or action along. How can your idea be projected in a visually compelling way?
=+After reviewing the list did you notice how the visual drives home the message?
=+what you can edit out yet still get the message across.
=+5. Now write the same commercial as a 15-second spot. Think about
=+4. Write a 30-second radio spot to continue the campaign and “marry”into the strategy of the TV spot by using the same talent, characters, creative approach, music, and sound effects. Consider
=+3. How could you extend the campaign creatively?
=+view them before deciding. This YouTube page has the top 10 of the year: http://www.youtube.com/watch?v=_6Ce-SJreIA.
=+2. Choose one of your favorite Super Bowl spots. You can go to http://www.spike.com/superbowl, http://www.myspace.com/superbowlads, or http://www.youtube.com to
=+1. Work in teams of four or five.
=+f). Try to create a strong campaign to challenge Cereality. Remember, each campaign must be distinctive, so as not to confuse the audience. Think about how head-to-head competitors, like Coke and
=+This is a direct competitor that offers similar fare. Visit www.thecerealbowl.com for more information. Repeat all steps (a through
=+f. Think about another medium that would extend the campaign, like out-of-home messages on billboards or ambient ads, such as lawn signs on college campuses.
=+e. Remember to make Cereality a “must-go-to destination” for a perfect anytime snack or quick meal.
=+d. Write at least five sentences or phrases for body copy.
=+c. Find or create a visual.
=+b. Create a tagline.
=+a. Write two different, but related, headlines.
=+create a campaign for university students. So, use a tone of voice and message that would resonate with them.
=+Cereality is a restaurant chain that primarily serves custom-designed cereals and toppings. Check out www.cereality.com for more details. Be sure to
=+d. Is there another print vehicle you would suggest?
=+c. Do you need to rewrite the headline and some of the copy to target a different audience? (E.g., would the concept need to be tweaked for a business publication as opposed to a fitness magazine?
=+b. Would you need to edit down the copy for a smaller-space ad?
=+a. Should this be placed in a media-specific vehicle (like Maximmagazine for a male audience)?
=+4. About the medium.
=+g. Is the body copy set flush left (aligned on the left side) for a faster read? Centered type is okay for just a few lines. Flush left (last words are aligned on the right side)can work for a
=+f. Is the font (type style) appropriate for the brand and audience? (E.g., you wouldn't use a funky or novelty font for a funeral home.)
=+e. Does the body copy have objectionable widows (one word sitting alone at the top of a new copy block) or orphans (one word dangling at the end of a paragraph)?
=+d. Is the headline type broken in phrases, for easier comprehension?
=+c. Does the visual support the headline? Do they work as a single, conceptual unit?
=+b. Does the layout guide the reader to the most important points first (referred to as visual hierarchy)?
=+a. Can the reader find the most important message?
=+viii. Connectors – to join sentences and paragraphs, like on the other hand, because, but, the best part is, etc.3. About the layout.
=+vii. Bullet points – to emphasize important ideas.
=+vi. ABA – last line of copy reiterates the headline, for example, if the headline were “In an Absolut World,” the last line could say, “Now you can help create an Absolut world.”
=+v. Button – clever closing line, like “Priceless” (at the end of MasterCard ads and commercials, which doubles as the tagline).
=+iv. Simple promise – “No ordinary airline” (Virgin Atlantic Airway).
=+iii. Rhyme – “Hooray for the everyday” (headline for 2011 Ikea catalogue, http://onlinecatalog.ikea-usa.com/2011/ikea_catalog/US/).
=+ii. Parallel construction – “Save money. Live better” (slogan for Walmart).
=+. Alliteration – “The Magic of Macy's” tagline.
=+f. Does it incorporate sticky writing techniques (discussed in chapter 4) that make your message easy to retain and digest, like the following:
=+e. Does it use simple language, not technical jargon?
=+d. Does it offer little phrases? If they work? Like this.
=+c. Does it use short, concise sentences?
=+b. Does it weave the main idea from the first sentence to the last?
=+a. Does it flow? (Can anyone read it out loud without stumbling?)
=+2. About the body copy (review chapter 3).
=+i. Does it reflect the brand's personality?
=+h. Do all of the related materials project one cohesive message?
=+g. Does it deliver one, instantly understandable message?
=+f. Does it promise a benefit or solve a problem?
=+e. Does it entertain, inform and/or engage the reader?
=+d. Would it create talk value or “buzz”?
=+c. Would it generate press attention?
=+. Does it speak from the audience's point of view?
=+a. Is it relevant to the audience?
=+How do they reach out and tap you on the arm like a good friend about to confide a secret?
=+ Why do some seem like a personalized, individual message?
=+ How do some of them single you out when you're the consumer?
=+What makes a headline practically jump off the page and strike up a conversation?
=+13 Check that your overall direction follows the creative brief so your concept, strategy, message, and tone are all on-strategy and in line with the key marketing objective.
=+12. Think about the specific publication(s) or location where the ad or poster will appear.Does anything need to be tweaked for a better fit? For example, the sexy Axe deodorant ads can be even
=+f. Audience Engagement – encourage consumer participation.
=+e. Storytelling – present product in a story.
=+d. Emotional Approach – appeal to consumers' emotions.
=+c. Savings as the Star – focus on price.
=+b. Product-Focused – emphasize product features.
=+a. Consumer-Focused– show benefits.
=+11. Decide which one of 50 strategies you want to use. Start by selecting from the six main categories (see chapter 2):
=+10. Show what makes the brand unique. What separates it from its competitors? Faster service? Newer technology? Better integration between mobile and nonmobile devices?
=+9. Drive home the message. Make sure it's relevant to your audience. Keep it clear, simple, and instantly digestible. If anyone can't read it and “get it,” change it.
=+ Has it been around for more than 150 years like Macy's, boasting the largest store in the world?
=+8. Integrate the brand's heritage or history. Is there a Colonel as in the KFC story, a Jack Perdue in Perdue Chickens, or an Orville Redenbacher as in Orville Redenbacher Popcorn?
=+7. Portray the brand's personality. Is it lively like T.G.I. Friday's restaurant chain?Convenient like an urgent-care center? Sophisticated like a champagne bar?
=+Are they Outer-Directed (seek to establish status and gain acceptance)? Or are they Needs-Driven (purchase only necessities at this time)?
=+Are they Inner-Directed (make purchases to please themselves, not to dazzle others)?
=+6. Consider audience needs. What are they looking for? Status? Comfort? Clear skin?Weight loss?
=+e. User: uses the item or service.11
=+d. Purchaser: buys the item.
=+a. Initiator: suggests buying or trying the product or service.b. Influencer: encourages or dissuades the final shopper.c. Decider: makes the final purchasing decisions.
=+ Which decision maker (“decider”) are you targeting? (See chapter 1.) You'd speak differently to the end-user than you would to the initiator. To refresh your memory, let's review this list
=+What do they value? Does the brand share any core values with the audience?
=+5. Look at the audience. How do they live their lives (psychographics)? Does it enhance their lifestyle?
=+Should people's conscience warn them of avoidable problems the brand can prevent?
=+Should consumers offer raving testimonials about their product/brand experiences?
=+4. Choose the most effective point of view. Should the brand be bragging about its features, design awards, or customer service rewards?

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