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Split Run Tests
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Blind Headlines
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How to Write Television Copy
• Moving images makes TV more engaging
than print
• The challenge is to fuse the images with
the words to tell a story
Principle:
In great television commercials, words
and pictures work together seamlessly to
deliver the creative concept through sight,
sound, and motion.
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Ads are mini-movies
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Tools for Radio Copywriting
• Voice
– Announcer or character
• Music
– Creates a mood, establishes a setting
– Jingles are catchy, “hummable”
• Sound effects (sfx)
– “libraries,” CDs, online
Principle:
Radio copywriters try to match the
conversational style of the target audience.
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Guidelines for Writing Radio
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Keep it personal
Speak to listener’s interests
Wake up the inattentive
Make it memorable
Include call to action
Create image transfer
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Writing for the Web
• More interactive than any other mass medium—
more like two-way communication.
• The copywriter’s challenge: to attract people to
the site and manage dialogue-based
communication.
• The advertiser’s challenge: to understand the
user’s situation and design messages that fit the
user’s needs.
Principle:
To write great copy for the Web, copywriters must think of
it as an interactive medium and open up opportunities for
interaction with the consumer.
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Advertising Principles
and Practices
Design and
Production
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• Sony Bravia/Fallon
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Using Visuals Effectively
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Grab attention
Stick in memory
Cement belief
Tell interesting stories
Communicate quickly
Anchor associations
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Burger King
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Using Visuals Effectively
• An intriguing idea grabs
attention and sticks in
memory.
• A picture in a print ad
captures more than twice
as many readers as a
headline does.
• People remember ads
with pictures more than
those with just type.
Principle:
The visual’s primary function in an advertisement
is to get attention.
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The Art Director
• In charge of the visual look of
the ad how it communicates
mood, product qualities, and
psychological appeals.
• They decide which type of visual
to use—art, photography, film,
animation, etc. for ads.
• May also work on
branding/corporate logo
including office interiors,
merchandising materials,
delivery vehicles.
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Designers Toolkit: Photos
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Designer’s Toolkit: Illustration
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Designer’s Toolkit: Color
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Designer’s Toolkit: Type
Principle:
Type has a functional role presenting the words so they can
be easily read; but it also has an aesthetic role and can
contribute to the meaning of the message through its design.
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Layout Stages
Thumbnail Sketches
Rough Layout
Comprehensives
Mechanicals
Semicomps
Final High-Resolution
Film
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Design Principles
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Direction—creating a visual path for the eye
Dominance—the point of emphasis
Unity—elements fuse into one coherent image
White space—area not covered by art or type
Contrast—makes elements stand out from one another
Balance—formal and informal, symmetrical or
asymmetrical
• Proportion—equally proportions of elements are visually
uninteresting
• Simplify, simplify, simplify—the fewer the elements, the
stronger the impact
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Composition
• Refers to the way elements in a picture are arranged
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Color
Reproduction
• Process colors
(magenta, cyan, yellow,
black) are used in the
four-color printing
process.
• Color separation is a
process by which a
printer reduces or
“separates” to four
negatives for each of the
four colors.
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Planning the TV Commercial
• Creatives plan
– :10, :15, :20, :30, :60
– Number of scenes;
shots in each scene
– Key visual: the image
that sticks in the mind
– Where/how to shoot
• How much product
info?
• Pace: fast or slow?
• Level of controversy
and intrusiveness
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Producing TV Commercials
• Animation
– Used to create characters
like the GEICO gecko
– With computer
animation, images appear
real
• Stop motion
– Used in claymation or to
make other inanimate
objects appear to move
• Music and action
– Should match music to
action; can be used to get
attention, set a mood, or
stick in memory
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Picking a Director
• The most important decision for any agency
doing a TV spot.
• He or she will either make it much better or
much worse.
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Television Production Process
• Preproduction
– Production notes; preproduction meeting; find talent,
location, props, costumes
• The Shoot
– Recording the action; technicians include camera
operator, gaffer, grip; record music, sound effects, voices;
graphics
• Postproduction
– The editor assembles the pieces to match the storyboard;
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Effective Web Design
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Web pages, especially first screens, should follow the
same layout rules as posters.
– Graphics should be attention-getting but quickly
downloadable.
– Type should be simple; avoid all caps.
– Use high-contrast colors.
Web pages can combine elements and design styles
from many different media including print, still
photography, film, animation, sound, games.
Web designers use many tools including animation,
complex navigation paths, and sophisticated design
software.
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The One Club Creative Showcase
The One Club
advertising
competition hosts
this site to
showcase
winning
advertising.
Visit the
Site
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Action and Interaction
• Web advertisers are continuing to find ways to
make the imagery more engaging.
– www.climbmeru.com
• Sites should have clear navigation.
– Users should be able to easily move through the site
and find what they want.
• Regular site visitors should be able to customize the
site.
• Minicomputers, PDAs, and cell phones present new
opportunities and challenges for businesses to
display products on the small screen.
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