Advertising & Copy Development
Workshops
The Creative Brief
Creative Brief
• A 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.
Creative Work Plan
Key observation
Communication objective
Consumer insight
Promise and support
Audience
Mandatories
Sample Creative Brief
Campaign Themes & Taglines
Coca-Cola’s Slogans
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Open Happiness (2009)
The Coke Side of Life (2006)
Life Tastes Good (2001)
Always Coca-Cola (1993)
Can’t Beat the Real Thing (1990)
Red, White and You (1986)
Coke is It! (1982)
Have a Coke and a Smile (1979)
I’d Like To Buy the World a Coke (1971)
Good Taglines…
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Creatively mention the clinching benefit
Get to the point in as few words as possible
Have a “ring” to them
Are easy and fun to repeat
Typically have meaning beyond the brand
General Copywriting Principles
Effective Copy is…
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Succint: As short as can be.
Single-Minded: One idea at a time.
Specific: Hones in on what’s important.
Personal: Feels like someone is addressing my needs
and talking to me directly.
Conversational: Uses informal, direct conversational
language.
Original: Doesn’t use clichés. No “ad-ese”.
Vivid: Stirs the imagination.
Daring: Ok to occasionally break grammatical rules
Assertive Yet Humble: No “brag-and-boast”.
More Copywriting Guidance
• When you’re not sure how to phrase it, for starters write “like a Caveman”.
Then add structure…
• Even one extraneous or mis-ued word is one too many. Edit ruthlessly!
• Use simple, direct language; Keep phrases, sentences and paragraphs as
short as possible.
• Make it look inviting to read (lots of whitespace).
• Repeat yourself repeatedly, especially at the close.
• 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
Ad Structure
Promise of benefit (headline)
Spelling out of promise (subheadline)
Amplification of story
Proof of claim
Action to take
Evaluating an Effective Headline
• Does 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?
Print Ad Anatomy
• The 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.
Amplification
• The body copy amplifies
what was announced in
the headline or
subheadline
Visuals Support Words
Print Media – Special Considerations
• Newspapers: Copy can be straightforward, a list of
facts.
• Magazines: Copy should be more “poetic”,
metaphorical and engaging.
• Directories: Short and sweet. Uncomplicated.
• 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.
• Collateral: Can be more explanatory, detail-driven.
Broadcast Ads
(TV and Radio)
TV Commercials: Guidance
• Words should interpret the picture and advance
thought.
• Show rather than tell.
• Plan for pace of scene changes.
• Remember that TV is a medium of close-ups.
• Time the commercial a second or two short to
provide time for action.
• Include text and subtext (but usually more text).
TV Commercials: Guidance
• Show the brand name and any other important
information
• State ONE basic idea, support it and, if possible,
demonstrate it.
• Read audio aloud to catch tongue twisters.
• Keep sentences short; use everyday words.
• Describe scene instructions thoroughly (use
standard script formats)
Example of a TV Commercial
Script Format
Storyboards
• A storyboard is a series of drawings used
to present a proposed commercial. It
consists of illustrations of key visuals
(video) and the corresponding audio.
Television Script and Storyboard
A Television Photoboard
Creative Elements
in a Radio Commercial
Words (speaking)
Sound
Music and jingles
Radio Script Directions
Elements of a Good Radio Commercial
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Be single-minded and focused
Talk directly to the consumer
Practice the “Story-weave Technique”
Use sound creatively – it’s all you have!
Think about voice casting
Use plain, conversational English
Write in simple, short sentences with one
thought per sentence.
More Radio Guidance
• Match 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.
A Simple Radio Commercial
More Complex Radio Commerical
Activities
Activity: Creating a Tagline
• Choose a brand and message theme for the
brand
• Develop 5 tagline possibilities for the message
theme/brand.
• Rank the taglines and state why you like or
dislike them.
• Choose your top tagline!
Activity: Creating a Print Ad
• Develop a general ad concept / ad objective
• Create your: (1) Headline, (2) Subhead, (3)
Body Copy and (3) Art/Visuals
• Determine how the above will be laid out
• Edit your Headline, Subhead and Body Copy
(one round of edits)
Activity: Creating a TV commercial
• Develop 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.