Download CREATE MASS PRINT MEDIA ADVERTISEMENTS

CREATE MASS PRINT
MEDIA ADVERTISEMENTS
FACILITATOR MANUAL WITH SIMULATED
ONLINE BUSINESS ASSESSMENT
BSBADV509A
Precision Group (Australia) Pty Ltd
9 Koppen Tce, Cairns, QLD, 4870
Email: [email protected]
Website: www.precisiongroup.com.au
© Precision Group (Australia) Pty Ltd
BSBADV509A
Create Mass Print Media Advertisements
ISBN: 978-1-74238-
Copyright Notice
No part of this book may be reproduced in any form or by any
means, electronic or mechanical, including photocopying or
recording, or by an information retrieval system without written
permission from Precision Group (Australia) Pty Ltd. Legal action
may be taken against any person who infringes their copyright
through unauthorised copying.
These terms are subject to the conditions prescribed under the
Australian Copyright Act 1968.
Copying for Educational Purposes
The Australian Copyright Act 1968 allows 10% of this book to be
copied by any educational institute for educational purposes,
provided that the institute (or the body that administers it) has
given a remuneration notice to the Copyright Agency Limited
(CAL) under the Act. For more information, email info@copyright.
com.au or visit www.copyright.com.au for other contact details.
Disclaimer
Precision Group has made a great effort to ensure that this
material is free from error or omissions. However, you should
conduct your own enquiries and seek professional advice before
relying on any fact, statement or matter contained in this book.
Precision Group (Australia) Pty Ltd is not responsible for any
injury, loss or damage as a result of material included or omitted
from this material. Information in this course material is current at
the time of publication.
Table of Contents
2
3
4
5
7
Legend
Qualification Pathways
Qualification Rules
Introduction
BSBADV509A/01 Interpret a Creative Brief
Key Points
Confirm the central idea or creative concept, technique/s for expressing the idea /
concept and mass print media to be used
Identify and check the advertising content and supporting information for accuracy and completeness
Confirm the time, schedule and budget requirements for creating the advertisement/s
Identify legal and ethical constraints
27
29
‘True’ or ‘False’ Quiz
BSBADV509A/02 Create a Mass Print Media Advertisement
Key Points
Determine and produce the elements of a print advertisement to communicate the required image, features and benefits of the product or service
Size and position each element of the print advertisement to achieve balance and focus for the advertisement
Ensure the typeface selections suit the product and the central idea of the advertisement, and the layout balances white space and margins
Ensure the layout of the advertisement unifies the elements, attracts the reader to the focal point and guides the reading sequence
Ensure the advertisement meets the requirements of the advertising brief and that it meets legal and ethical requirements
41
42
43
45
‘True’ or ‘False’ Quiz
Summary
Bibliography
Assessment Pack
Facilitator Manual BSBADV509A Create Mass Print Media Advertisements
© Precision Group (Australia) Pty Ltd
1
Use considered risk taking in your ‘grey’ area
...and others will follow you!
Legend
This symbol indicates the beginning of new content. The bold title matches the
content of the competency and they will help you to find the section to reference for
your assessment activities.
Activity: Whenever you see this symbol, there is an activity to carry out which has
been designed to help reinforce the learning about the topic and take some action.
This symbol is used at the end of a section to indicate the summary key points of the
previous section.
This symbol is used to indicate an answer to the Candidate’s questions or notes to
assist the Facilitator.
2
Facilitator Manual BSBADV509A Create Mass Print Media Advertisements
© Precision Group (Australia) Pty Ltd
Qualification Pathways
“There are always two
choices. Two paths to
take. One is easy. And
its only reward is that
it’s easy”. Source Unknown
This unit of competency is provided to meet the requirements of BSB07 Business Services
Training Package although it can be used in a range of different qualifications. The BSB07
Business Services Training Package does not state how a qualification is to be achieved. Rather,
Registered Training Organisations are required to use the qualification rules to ensure the needs
of the learner and business customer are met. This is to be achieved through the development
of effective learning programs delivered in an order that meets the stated needs of nominated
Candidates and business customers.
Facilitator Manual BSBADV509A Create Mass Print Media Advertisements
© Precision Group (Australia) Pty Ltd
3
Qualification Rules
“You’re either part of
the solution or part
of the problem.”
Eldridge Cleaver
Qualification requirements include core and elective units. The unit mix is determined by
specific unit of competency requirements which are stated in the qualification description.
Registered Training Organisations then work with learners and business customers to select
elective units relevant to the work outcome, local industry requirements and the qualification
level.
All vocational education qualifications must lead to a work outcome. BSB07 Business Services
Training Package qualifications allow for Registered Training Organisations (RTOs) to vary
programs to meet:
Specific needs of a business or group of businesses.
Skill needs of a locality or a particular industry application of business skills.
Maximum employability of a group of students or an individual.
When packaging a qualification elective units are to be selected from an equivalent level
qualification unless otherwise stated.
4
Facilitator Manual BSBADV509A Create Mass Print Media Advertisements
© Precision Group (Australia) Pty Ltd
Introduction
“Whether as an
individual, or as part of
a group, real progress
depends on entering
whole-heartedly into
the process and being
motivated to make you a
more deeply satisfied
human being.”
Source Unknown
This unit of competency is about being able to create mass print media advertisements that
communicate the key features of a product, service or idea to the consumer. It will help you
with the skills you need to demonstrate competency for the unit BSBADV509A Create Mass
Print Media Advertisements. This is one of the units that make up the Diplomas in Business.
This manual is broken up into two sections. They are:
1. Interpret a Creative Brief
2. Create a Mass Print Media Advertisement
At the conclusion of this training you will be asked to complete an assessment pack for this unit
of competency. The information contained in this resource will assist you to complete this task.
On competent completion of the assessment, you will have demonstrated your ability to create
mass print media advertising for your organisation.
Facilitator Manual BSBADV509A Create Mass Print Media Advertisements
© Precision Group (Australia) Pty Ltd
5
6
Facilitator Manual BSBADV509A Create Mass Print Media Advertisements
© Precision Group (Australia) Pty Ltd
PART 1:
Interpret a Creative Brief
Key Points Section 1
Advertising creativity begins with the receipt of a creative brief. This brief
contains all the information the creative team needs to create an advertising
campaign.
From the brief, the creative team needs to ensure that they know the central
idea or concept for the campaign.
The creative team should check the advertising content and supporting
information for accuracy and completeness.
The timeframe given for the campaign, as well as the schedule and budget may
influence the creation of an advertisement.
Legal and ethical constraints must be considered during the development of
an advertising campaign.
Facilitator Manual BSBADV509A Create Mass Print Media Advertisements
© Precision Group (Australia) Pty Ltd
7
Part 1: Interpret a Creative Brief
What is the Creative Brief?
As advertising creatives, most of you will not be in the position of having to write creative briefs.
However, you will depend on those who do. In fact, the creative brief you are given can have
a significant impact on the quality of the advertising that you develop. Let’s begin by looking
at what a good advertising brief should contain and examine how this affects the advertising
that you create.
With the overall advertising objectives and strategy determined, the account managers
(account planners in some agencies) write a brief statement of the intended advertising
strategy. The creative brief serves as the creative team’s guide for writing and producing the ad.
In some agencies it may be referred to as a copy platform, a work plan, or a copy (or creative)
strategy document.
In all cases, though, it is a simple written statement of the most important issues to consider in
the development of the ad or campaign - the ‘who’, ‘why’, ‘what’, ‘where’, and ‘when’.
Who? Who is the prospect in terms of geographic, demographic, psychographic, and / or
behaviouristic qualities? What is the typical prospect’s personality?
Why? Does the consumer have specific wants or needs that the ad should appeal to?
Advertisers use two broad categories of appeals. Rational appeals are directed at the
consumer’s practical, functional need for the product or service; emotional appeals at the
consumer’s psychological, social, or symbolic needs.
What? Does the product have special features to satisfy the consumer’s needs? What
factors support the product claim? What is the product’s position? What personality or
image of the product or the company can be, or has been, created? What perceived
strengths or weaknesses need to be dealt with?
Where and when will these messages be communicated? Through what medium? What
time of year? What area of the country?
Finally, what style, approach, or tone will the campaign use? And, generally, what will the
copy say?
Here are the five areas that should be addressed in a good creative brief.
1.Description of Task: Here you are looking to have a complete description of what you
want the advertising to do
2.Background on Product / Company: As an advertising creative, you may find that the
information that you have in front of you may not be as full as that for the advertising
account management team, who have the research and knowledge. Therefore, you need
to ensure that the creative brief provides you with the information that you need in order
to produce an effective advertising campaign for the client concerned. Information like
company history and what a product actually does are a good place to start
3.Audience Description: We have already developed a picture of the target audience, and
the creative team needs this in order to create a compelling message for the particular
audience in question. Without an understanding of who you are trying to appeal to, the
creatives are in the dark and will not have any information to target their ideas. The team
8
Facilitator Manual BSBADV509A Create Mass Print Media Advertisements
© Precision Group (Australia) Pty Ltd
Part 1: Interpret a Creative Brief
needs a crystal clear idea on who the ad needs to be targeted to. They should be able
to imagine in their minds eye exactly who the customer is and why they buy a given
product. What are their loves, their fears, their needs and their desires. This information
will lead to a more effective message strategy being developed.
4.Principal Purpose of the Communication: Again, this is extremely important. A good
piece of advertising needs to have a clear, concise message that targets the objectives
set by the client. Without a purpose in mind, the actual communication you deliver may
be well off base. It might be clever, it might be funny, it might be entertaining – but
these points are irrelevant if the advertising doesn’t also target the market and deliver
the message. Some of the key purposes of a solid advertising campaign could be:
Provide a strong message
Be pleasing to the eye
Make an individual take notice of your brand
Make the reader or viewer curious
Repeat a message to achieve cut-through
Make a message awe inspiring
Provide stress on the most important points of the message.
5. Timeline: Good advertising takes time. You may find that you could put together an
advertising campaign in an hour or two, but that campaign is not going to be built on
what is important – a solid and growing understanding of the audiences’ needs, wants
and desires. The first draft of an ad is never the best, and it takes time to get the ad up to
a level that is effective on all levels. Therefore a timeframe should be given that allows the
team time to really get to grips with the product and the audience.
The delivery of the creative brief to the creative department concludes the process of developing
an advertising strategy. It also marks the beginning of the next step: the advertising creative
process, in which the creative team develops a message strategy and begins the search for the
big idea. After writing the first ad, the copywriter should review the copy platform to see if the
ad measures up.
Elements of Message Strategy
The creative team is responsible for developing creative ideas for ads, commercials, and
campaigns and for executing them. From the information given by the account managers,
learnt from the creative brief as well as from any additional research it might perform, the
creative team develops the message strategy. This may occur before, during, or after the
creative process of searching for the big idea.
Facilitator Manual BSBADV509A Create Mass Print Media Advertisements
© Precision Group (Australia) Pty Ltd
9
Part 1: Interpret a Creative Brief
The message strategy essentially works to try and distil the rationale behind the campaign
down into a few words or images. It attempts to state who is saying what to whom. A message
strategy should be made up of three major components – just as any communication is:
Verbal - This outlines what an advertisement should actually say – the words that you use
and how the words are related together in terms of the media and images you decide to
incorporate all become important here.
Nonverbal - Here you will develop a sense of the types of images that will be used in your
advertising campaign and examine the relationship between those images and the media
under consideration.
Technical - Finally, you will consider the way that you will execute the ad. What techniques
will you use, what types of image, what mandatory inclusions are required etc.
Because all these elements of the message strategy intertwine, they typically evolve
simultaneously. Language affects imagery, and vice versa. However, the verbal elements are the
starting point for most advertising campaigns. The message strategy helps the creative team
sell the ad or the campaign concept to the account managers and helps the managers explain
and defend the creative work to the client. Of course, the message strategy must conform to
the advertising strategy outline in the creative brief or it will probably be rejected.
In the development of message strategy, certain basic questions need to be answered: How is
the market segmented? How will the product be positioned? Who are the best prospects for
the product? Is the target audience different from the target market? What is the key consumer
benefit? What is the product’s (or company’s) current image? And what is the product’s unique
advantage? At this point, research data is important. Research helps the creative team answer
these questions.
What is Creativity?
To create means to originate, to conceive a thing or idea that did not exist before. Typically,
though, creativity involves combining two or more previously unconnected object or ideas into
something new. As Voltaire said, “Originality is nothing but judicious imitation.”
Many people think creativity springs directly from human intuition. Further we’ll see, the creative
process is a step-by-step procedure that can be learned and used to generate original ideas.
The Role of Creativity in Advertising
The goal of advertising is to deliver a message in a memorable and effective manner and one
way that you may do this is through something original and creative. Often advertising agency
selection is based solely on their ability to be creative and creativity is central to the entire
advertising process.
10
Facilitator Manual BSBADV509A Create Mass Print Media Advertisements
© Precision Group (Australia) Pty Ltd
Part 1: Interpret a Creative Brief
By being creative you can:
Produce a message that informs the end user: A key responsibility of any advertising
campaign is to inform the audience of a key message. There are a range of ways that you
can achieve this goal through creative means:
Plays on words – using familiar sayings in a different way
Metaphors – making visual comparisons between two different but related concepts
Arranging elements in new or unusual ways – having an ad spread over two or
three pages for example
Using symbols – something that points to the message, but requires some time to
actually work out
Aesthetics – make beauty important to make the reader want to read the ad.
Persuade your audience to do something: Taking an action is what advertising hopes
to achieve. Buy this product, support this cause, make this change! There are a range of
ways that a creative may try to do this:
Use heroes and celebrities
Creating a story which is followed to a logical conclusion
Use a creative approach to keep the brand at the top of the consumers’ minds
Make an impression which leads to higher levels of recall
Use appeals to the consumers’ basest instincts – sex, hunger, and other fears
Stimulate emotion to make someone want to act now, rather than waiting for
the emotion to dissipate
Relate the advertising message to the end consumers’ personal or everyday
experiences.
Remind consumers: Some advertising seeks to remind consumers about something
they already know, but may have forgotten. Without changing your message, you can
not expect your consumer to be captivated by your advertising. You wouldn’t consider
watching an ad that hasn’t changed for the past 15 or 20 years. So creative thinking can
help you bring a familiar message to the masses in different ways. Have a consistent image
or execution but change the actual content.
Confirming the Central Idea
Once we have examined the brief, it is time to examine what the central idea of an advertisement
could be, that is , “What is the appeal that will be used to actually sell the product or service?”.
It is here that your creativity comes into play. What appeals will you use, what central idea will
you create the campaign around? Let’s look at the main central ideas now:
Analogy and Association: Here you are trying to use ideas not related to your product or
service and using them as a way of illustrating a point to your customer. It simplifies the
message by taking a difficult concept and relating it to the consumer in a way that they easily
understand. The following are examples of analogies that you could establish:
Facilitator Manual BSBADV509A Create Mass Print Media Advertisements
© Precision Group (Australia) Pty Ltd
11
Part 1: Interpret a Creative Brief
Changing a tyre on a car is like putting your shoes on.
Running a business is like managing a theatre production.
Once you have an analogy, you can use this as the central message in an advertisement and
run your ideas around using it. Think of ways that you can compare your product to something
else ... ‘Adding our oil to your car makes it sound like an orchestra’, it is fairly easy to see where
you could take that image in your advertising campaign. You can see an example of analogy in
use, below.
Case Histories: Often times, case histories as a central idea in an advertisement can be quite
boring; however, they can provide a powerful message when done correctly. You may be
creating an advertisement for diabetes awareness for example. A case history may allow you
to present a case of an individual who has lost a leg to the disease and use it to present the
importance of getting in early. Another example may be for raising money for a children’s
hospital. Imagine presenting the cases of children who have benefited from the hospital. Each
of these examples provides a powerful copy platform from which to leverage your message.
Celebrities: Celebrity endorsements have been used in advertising from the very beginning.
There is something inherently interesting about having a familiar face fronting an advertising
campaign for your products. If done in an interesting and creative way, it gives a powerful
message.
The great thing about using endorsements is that it gets your audience’s attention. They notice
the face and want to know more. Getting attention is only the first stage, however. In order for
the commercial to be really effective there needs to be connection between your product and
the actual product being sold.
This advertisement uses analogy to present its message. The tagline “And they lived long and happily retired
ever after” suggests that being insured correctly makes life like a fairy tale.
12
Facilitator Manual BSBADV509A Create Mass Print Media Advertisements
© Precision Group (Australia) Pty Ltd
Part 1: Interpret a Creative Brief
It is important that when you are casting a celebrity to be used in your advertising campaign
that you find a way to make them relevant – rather than just leaving the viewer wondering why
on earth they were in the commercial. A famous Rugby player for example may be difficult to
cast in a biscuit commercial, but would be very appropriate for a pain relief commercial.
Try to find a celebrity that the buyer can relate to, someone they can trust and someone that is
relevant in the context of the product being sold. This doesn’t seem too difficult, but it can be
quite difficult finding someone with the right appeal at the right price!
Continuing Characters: While celebrities are a strong advertising appeal, it is often possible to
‘create’ a celebrity for your advertising through the use of a continuing character. This character
is involved in a long term advertising campaign and builds a celebrity status all their own. Think
of the following examples and try to associate them with a specific brand:
Mrs Marsh - Colgate
Rita the Eta Eater - Eta
Frosty Boy - Frosty Boy ices
Rusty and Sandy - Home Hardware
Madge - Palmolive
Dougie - Pizza Hut
Sid the Seagull - Slip-Slop-Slap
Gobbledok - Smith’s Chips
C’Fer - Comedy Channel
Jan - Yellow Pages
These continuing characters allow you to build a brand identity and make your advertising
instantly recognisable. Often times these characters will have a tag line of their own, which also
helps increase the level of memorability. Think of the catch phrase “Not happy, Jan!”
Facilitator Manual BSBADV509A Create Mass Print Media Advertisements
© Precision Group (Australia) Pty Ltd
13
Part 1: Interpret a Creative Brief
The Gobbledok is a good example of a continuing character that was used to
build a brand identity and was used throughout the 1980s.
Demonstrations: When you think of demonstration in advertising you probably think of
the television shopping networks or infomercials. But demonstration can be used in a more
powerful way than the over the top demonstrations you see there. Think of a message that
“our laundry powder gets your whites whiter”, there is nothing more powerful than actually
demonstrating it. Showing just how white you can make it. The example below shows how you
can demonstrate red eye reduction. If you decide to use demonstration, however, you need
to determine a way of doing it without making it seem like a demonstration, or you may end
up with an advertisement that reads like an infomercial and often this is detrimental to your
product.
14
Facilitator Manual BSBADV509A Create Mass Print Media Advertisements
© Precision Group (Australia) Pty Ltd
Part 1: Interpret a Creative Brief
A creative use of demonstration.
Exaggerated Situations and Humour: Advertising often is most memorable when it
exaggerates a situation or makes use of humour. You can create a situation in your advertisement
that would never actually appear in real life. But this situation is able to provide you with a way
of creating something that will stick in the mind of the customer. Below is an example of a
Russian boot brand. To the mind of the consumer, they look unusual, but through the use of
creative copy, the creatives turned this into a message that is both funny and memorable.
Facilitator Manual BSBADV509A Create Mass Print Media Advertisements
© Precision Group (Australia) Pty Ltd
15
Part 1: Interpret a Creative Brief
Fantasy: Everyone wants to live in another place. They want to imagine themselves as being
somewhere else. Advertising uses this appeal to create messages that present something
new to the consumer and allows them to fantasise. When Heinz introduced a hot sauce in the
UK, the creatives were presented with a challenge of demonstrating the idea of heat to the
consumers. They did this through the use of fantasy. In this case, a dragon uses the hot sauce as
a baby’s bottle. A simple message that combines demonstration, humour and fantasy in a very
simple, yet effective advertisement.
Combining fantasy, exaggerated situations, demonstration and humour
in a simple and memorable advertisement.
Product Uses: Now we get to the meat and potatoes of advertising. The types of advertising
that are perhaps easiest to create, but more difficult to come up with memorable messages for.
Advertising may be based around product uses. What can the product actually be used for?
Often, when a product is brand new, or early in its life cycle, advertising relies on this type of
advertising to create awareness in the mind of the consumer about what the product is actually
used for. You may also use this type of advertising idea to present new uses for an old product.
16
Facilitator Manual BSBADV509A Create Mass Print Media Advertisements
© Precision Group (Australia) Pty Ltd
Part 1: Interpret a Creative Brief
Recipes: The idea of presenting recipes for food products is as old as the hills, but it serves as an
excellent form of advertising. If the ad is done right, it will be clipped out and kept in a recipe
file, meaning that its message is kept over time.
Slice-of-Life Situations: Slice of life advertising uses everyday situations to sell a product or
service. A wedding, birthday party, sitting in front of the TV, anything is fair game for a slice
of life advertisement, and it allows a message to be developed that can be understood by all
consumers.
“Advertising
isn’t a science.
It’s persuasion.
And persuasion
is an art.”
William Bernbach
Facilitator Manual BSBADV509A Create Mass Print Media Advertisements
© Precision Group (Australia) Pty Ltd
17
Part 1: Interpret a Creative Brief
Media
This unit is specifically about print media advertising, so we will be examining three key advertising
media: magazines, newspapers and outdoor advertising. Each of these media types presents its
own challenges to the creative process and we will be examining each of these in turn.
Magazines: There are numerous details to consider when evaluating the effectiveness of a print
message. Ad size, colour, bleeds, and positioning all work together to create the impression an
ad makes on the reader. Therefore, you need to consider how these will affect your message.
Let’s look at the major aspects of creating magazine advertising and how these can be used to
create more effective messages:
Use of Colour: Colour is one way to instantly make your advertisement more appealing.
Some magazines and research studies say that by adding colour into an ad, you can make
it up to 50% more effective as opposed to a black and white ad. While this does add
considerable cost to the advertisement, the effectiveness does increase quite considerably.
An option if your budget is not that high is to consider spot colour – rather than just black
and white add some red or yellow to the ad as well, just to increase the interest in the ad
itself.
Bleed Ads: Bleed advertisements is taking the border of the ad and extending it right
to the edge of the page. This simple act makes the advertisement stand out and also
increases the cost. So, once again consider the impact that you are seeking to achieve and
weigh this against the possible increase in costs.
Magazine Ad Size and Shape: There is a huge range of advertisement placement
strategies that you can implement, and there is a definite ranking in terms of what works
best. What follows are what is generally considered to be the 10 most effective placement
strategies.
a. Placing 3 single page ads, in a row, on the right side of the magazine
b. Two single page ads – related in message content, placed on the right side of the
magazine in different parts
c. A double page spread (two consecutive pages
d. A right side full page ad
e. A left side full page ad, complemented by a strip on the right side of the spread
f. A left side full page ad
g. Checkerboard advertising (top left and bottom right)
h. Checkerboard advertising top right, bottom left
i. Half page ad, upper right
j. Half page ad, bottom right
Placement: The actual placement in the magazine can also be critical. Think for example about
the inside cover, back cover, opposite the table of contents. Each of these locations generally
score extremely well in effectiveness rating scores, so their use should be carefully considered
if you can afford the premium pricing associated with each.
18
Facilitator Manual BSBADV509A Create Mass Print Media Advertisements
© Precision Group (Australia) Pty Ltd
Part 1: Interpret a Creative Brief
By evaluating each of these points and how they impact the advertising effectiveness, you can
determine which to use in terms of the budget that you have. Whatever you decide to do, it is
important that the content of the advertisement itself relates well to the size, placement and
location of the ad. Take advantage of these in your advertising to boost the effectiveness.
Newspapers: Newspaper advertising presents you, as an advertising creative, with a number of
unique challenges. For the most part:
Print quality is not the best
Colour quality is not the best
Advertising must be in black and white on some pages
The advertising is surrounded by other text
So, when working with newspaper advertising:
Eliminate clutter in your ad as much as possible
Never underestimate the use of white space
Buy as big an ad as you can afford
Reduce the number of words – try not to make your ad look like an article
Keep your message as succinct as possible
Be clear with the message you are trying to give
Provide contact information for your ad.
Outdoor Advertising: Outdoor advertising is a unique media in that it is something which
most people will see without really expecting to see it. The audience is in no way captive, so
you need to look for ways to ensure your message is as effective as possible. The other major
challenge is that the reader will be driving past your message so they do not have long to have
an impact made on them. To this end:
Use outdoor advertising as a secondary media, rather than the primary one
Try to find ways in which you can tie your current advertising campaign into the
outdoor work as much as possible
Retail stores can get away with using outdoor as a primary medium, because they
can use it to attract customers, however those selling a long-term purchasing
decision or an intangible product should always try to use it as a secondary service.
You probably only have 10 seconds to deliver your message, so keep it is short as
possible
Use a strong visual to gain the attention of the viewer
A common term is 6 words in 6 seconds. Any more than 6 words may mean your
message is lost
Try to avoid detail such as phone numbers or websites, people do not have enough
time to read and remember them when driving
Less is more
Avoid anything complex, such as metaphors that take time to think about. By the
time the message is understood, the reader could be 100 metres away.
Facilitator Manual BSBADV509A Create Mass Print Media Advertisements
© Precision Group (Australia) Pty Ltd
19
Part 1: Interpret a Creative Brief
Advertising Content
It is also important to consider what content you will actually include within the advertisement
that you are creating. Let’s have a look at the major forms of content and determine how these
will affect your advertising campaign.
Brand or Image Factors: All companies work hard to establish a brand, so any advertising
that you create must include those attributes of the brand that are most important to the
client. If the brand is considered cool, the advertising must reflect this in some way. To this
end, an advertisement must be easily identifiable to a specific brand in order to be effective.
Think about the attributes of the brand and ensure that your advertisement reflects these in a
meaningful way.
Competitive Advantages: Clients work hard to establish that they are superior to their
competitors. Therefore, it makes sense to ensure that you include a description of any form
of competitive advantage that you may have. Think carefully through the advantages your
product has and ways in which you can present this to your clients.
Features of the Product / Service: All products and services are different, so it may be
appropriate to include the features of the product in your advertisement. What features should
be included, should you include all the features or focus the campaign on just one?
Product / Service Colour: Colour is critical to advertising. As we mentioned earlier, colour can
improve recall and effectiveness significantly; therefore, look for ways in which to include your
brand’s colour in to the advertisement. This should assist in making it more recognisable and
more easily understood.
Product / Service Price: The decision as to whether to include price is a critical one. In general,
the manufacturer is only able to provide the manufacturer’s recommended price and this may
be much higher than it actually sells for by a manufacturer. In general, price is used in an
advertisement if it is used as a call to action (that is to get someone to buy now). If there is no
form of sales promotion in the form of a price drop, it most likely is not important to include.
Where the Product / Service May be Obtained: Stating where your product can be bought
can serve a purpose in getting the product sold. In order to accomplish this, you need to decide
what details to include about stockists - could you include ‘at your local supermarket now’ or
could you reach an agreement with a retailer to state exactly what supermarket to buy it at?
20
Facilitator Manual BSBADV509A Create Mass Print Media Advertisements
© Precision Group (Australia) Pty Ltd
Part 1: Interpret a Creative Brief
This poster advertisement is instantly recognisable as a McDonald’s
advertisement due to the colours, logo and product being shown.
Advertising and the Law
Finally, it is vital that you consider the impact of the law and other ethical considerations when
creating your advertising. Let’s have a look at the major considerations that you should address
when creating your advertising.
Advertising Federation of Australia
Member agencies of the AFA are obliged to follow the ethical guidelines set down by the
organisation. These include:
Facilitator Manual BSBADV509A Create Mass Print Media Advertisements
© Precision Group (Australia) Pty Ltd
21
Part 1: Interpret a Creative Brief
Stand up for what you believe is right.
Honour all agreements.
Don’t break the law.
Respect all people.
Strive for excellence in everything you do.
Give clients your best advice, without fear or favour.
Look after your colleagues.
Compete fairly.
Think before you act.
Be honest.
A full outline of the code of ethics can be found here:
http://www.afa.org.au/public/content/ViewCategory.aspx?id=594
Australian Competition and Consumer Commission
The ACCC provides regulatory control of numerous advertising practices. Specifically they
address misleading advertising. You can gain an overview of what they regulate by visiting
their website here:
http://www.accc.gov.au/content/index.phtml/itemId/815461
Australian Performing Rights Association
APRA controls the use of music in advertising, and in order to use a specific piece of music in
an advertisement, you must have the appropriate licence or that music. Information on these
licences and the licensing rates are available here:
http://www.apra-amcos.com.au/PMRates/Australia/advertising.htm
Commercial Radio Australia
CRA covers all radio broadcasters and have in place the Broadcasting Services (Commercial
Radio Advertising) Standard 2000. This regulation requires all radio advertising to be easily
identifiable as different from regular programming. Specifically it states:
Advertisements broadcast by the licensee must be presented in such a manner that the reasonable
listener is able to distinguish them from other program material.
Free TV Australia
Free TV Australia represents all Free TV networks. They have a code of practice in place, as well
as the CAD service for ensuring that advertisements meet their codes of practice. It covers all
legislative requirements for TV commercials, and specifically covers areas such as:
22
Facilitator Manual BSBADV509A Create Mass Print Media Advertisements
© Precision Group (Australia) Pty Ltd
Part 1: Interpret a Creative Brief
Abbreviations
Audio loudness
Australian Flag
Australian Made claims
Children
Copyright
Defamation
Discounts and Sales
GST
Lookalikes
Price
Value
and many more. A full list of these requirements can be found here:
http://www.freetv.com.au/media/Commercials_Advice/Classification_Handbook.
pdf#page=21
While this unit only covers print advertising, this summary can be very useful for print advertisers
as well as for electronic media.
Ethics in Advertising
Advertising may exist in some areas where there is no particular laws that cover a specific aspect
of the advertising and there is no regulation saying what you can and can not do. In these
cases, the advertising agency themselves needs to apply ethics to the decision making process.
They need to think about what they are doing and whether it is right or wrong. Consideration
as to whether the ad is in good taste or not also play into this decision making process.
The implications of unethical advertising can be considerable, especially where there is a strong
group in the country that oppose certain viewpoints like bad taste. The brand backlash can be
crippling to an organisation if a large proportion of the country boycott the brand or make a
fuss of the ad. This can (and has) brought about considerable media attention and negative
public relations has resulted.
Always spend time considering:
Is this ad in good taste?
Is there anything that could be potentially offensive in this advertising?
Is there anything controversial in what we are saying?
Is there anything damaging to our client in this message?
Is there anything damaging to the organisation’s reputation?
Have we done good by the client?
Facilitator Manual BSBADV509A Create Mass Print Media Advertisements
© Precision Group (Australia) Pty Ltd
23
Part 1: Interpret a Creative Brief
The Trade Practices Act 1974
The Trade Practices Act 1974 works to protect consumers in their dealings with business, for
example by prohibiting conduct which is likely to mislead or deceive them. There is a very broad
provision in the Trade Practices Act that prohibits conduct by any business that is misleading or
deceptive, or would be likely to mislead or deceive a consumer. There is no difference between
a business intending to mislead or deceive consumers - it is how the conduct of the business
affected the consumer’s thoughts and beliefs that matters. If the overall impression left by an
advertisement, promotion, quotation, statement or other representation made by a business
creates a misleading impression in your mind - such as to the price, value or the quality of any
goods and services - then the conduct is likely to breach the law.
“The man
who stops
advertsing to
save money is
like the man
who stops the
clock to save
time.”
Source Unknown
24
Facilitator Manual BSBADV509A Create Mass Print Media Advertisements
© Precision Group (Australia) Pty Ltd
Part 1: Interpret a Creative Brief
As well as the provision of the Trade Practices Act that prohibits misleading and deceptive
conduct in general, there are also a range of specific provisions. This includes making false
claims about:
The quality, style, model or history of a good or service
Whether the goods are new
The availability of repair facilities or spare parts
The sponsorship, performance characteristics, accessories, benefits and uses of
goods and services
The place of origin of a good (for example, where it was made or assembled)
A buyer’s need for the goods or services
Any exclusions on the goods and services.
If a business makes a false or misleading claim or representation about one of the issues on this
list, then the conduct is likely to breach the law.
There are also special laws relevant to price advertising and promotions. A business risks
breaching the law if it:
Makes inaccurate or misleading price comparisons (such as ’ Was $45 now $9.99’).
Represents that an advertised price is the total price that you will have to pay when
in fact it is not (particularly in relation to credit).
Advertises goods and services at a specific price when it is, or should have been,
aware that it would not be able to supply enough of the good at the price for a
reasonable amount of time. This is called bait advertising and while difficult to
avoid in some cases, there must be sufficient product available to meet anticipated
demand.
Facilitator Manual BSBADV509A Create Mass Print Media Advertisements
© Precision Group (Australia) Pty Ltd
25
Part 1: Interpret a Creative Brief
Activity One
Select your favourite brand and choose a celebrity that you feel would be appropriate to
promote the brand. Justify your answer with reasons why you believe this celebrity would be
appropriate.
................................................................................................................
................................................................................................................
................................................................................................................
................................................................................................................
................................................................................................................
................................................................................................................
................................................................................................................
................................................................................................................
................................................................................................................
................................................................................................................
................................................................................................................
................................................................................................................
................................................................................................................
................................................................................................................
................................................................................................................
................................................................................................................
Facilitator’s Notes for Activity One
................................................................................................................
The Candidates should have chosen both a brand and an appropriate celebrity
for that brand. Discuss the following points regarding celebrity endorsement
with the Candidates.
................................................................................................................
................................................................................................................
Appropriateness to the target market.
The celebrity being well known enough.
A positive link between the brand image and the image of the celebrity.
No major scandals involving the celebrity.
26
Facilitator Manual BSBADV509A Create Mass Print Media Advertisements
© Precision Group (Australia) Pty Ltd
Part 1: Interpret a Creative Brief
Section 1 - ‘True’ or ‘False’ Quiz
True
False
Analogy complicates messages.
If done well, analogy should simplify a creative message.
Continuing characters build brand identity.
An advertising brief should describe the ‘who’, ‘why’, ‘what’, ‘where’
and ‘when’ of an advertisement.
Colour
is more
than
black and white.
Risks should
beeffective
continually
monitored.
Creativity is all about intuition.
Advertising creatives should think of ethics during the creation
process.
The message strategy is a description of the overall approach taken
by an advertisement.
The advertising brief is written by the advertising copywriter.
It is generally written by the account management department.
Not every celebrity can be used in all advertising campaigns.
An advertisement should make the reader sit up and take notice.
Facilitator Manual BSBADV509A Create Mass Print Media Advertisements
© Precision Group (Australia) Pty Ltd
27