CHAPTER 13-CREATIVE EXECUTION

1. CHAPTER 13-CREATIVE EXECUTION • ADVERTISING CONCEPTS ARE EXECUTED FROM THE STANDPOINT OF BOTH ART AND COPY • DELIVERING THE BIG IDEA IN BOTH IN VERBAL AND NON VERBAL FORM OF COMMUNICATION

2. TYPES OF CREATIVE STRATEGIES • PREEMPTIVE • UNIQUE SELLING PROPOSITION • BRAND IMAGE • POSITIONING • RESONANCE • AFFECTIVE

3. DESIGNING THE PRINT AD • LAYOUT-ORDERLY ARRANGEMENT OF ALL THE FORMAT ELEMENTS OF AN ADVERTISEMENT • VISUAL • HEADLINE,SUBHEADS • BODY COPY • SLOGAN,SEAL,LOGO AND SIGNATURE

4. PURPOSE OF A LAYOUT • EVALUATE HOW THE ADVERTISEMENT WILL LOOK AND FEEL.CAN MAKE CORRECTIONS • HELPS DEVELOP THE ADS PSYCHOLOGICAL ELEMENTS (NONVERBAL AND SYMBOLIC COMPONENTS) • ADD VALUE TO BRAND • SERVES AS A BLUE PRINT

5. PRODUCTION AND APPROVAL PROCESS • THUMBNAIL SKETCHES • ROUGH LAYOUT • COMPREHENSIVE LAYOUT • DUMMY • MECHANICAL (PASTEUP) • CAMERA-READY ART • APPROVAL

6. DESIGN FORMAT • PORTFOLIO REVIEW P 411-414 • GOOD QUALITY DESIGN NOT ONLY COMMANDS ATTENTION BUT HOLDS IT • GOOD DESIGN COMMUNICATES RIGHT INFO AT THE SHORTEST POSSIBLE TIME • POSTER-STYLE FORMAT(PICTURE-WINDOW LAYOUT) MOST POPULAR

7. DESIGN PRINCIPLES • BALANCE ( FORMAL AND INFORMAL)-OPTICAL CENTER • MOVEMENT-DESIRED SEQUENCE • PROPORTION-MORE SPACE FOR ATTENTION GETTING ELEMENTS • WHITE SPACE (ISOLATION)

8. DESIGN PRINCIPLES (CONT) • CONTRAST • CLARITY AND SIMPLICITY • UNITY • CONTINUITY

9. USE OF VISUALS IN PRINT AD • ROLE OF ILLUSTRATORS AND PHOTOGRAPHERS • PURPOSE OF VISUAL • CAPTURE READERS ATTENTION AND INTEREST • CLARIFIES CLAIMS MADE BY THE COPY • IDENTIFY SUBJECT AND SHOW PRODUCT USAGE

10. SELECT FOCUS FOR VISUAL • PACKAGE FOR IDENTIFICATION • PRODUCT ALONE • PRODUCT IN USE,PRODUCT FEATURES,COMPARISON OF PRODUCTS • USER BENEFIT • HUMOR • TESTIMONIAL,NEGATIVE APPEAL

11. COPYWRITER’S TOOLKIT • HEADLINE • OVERLINES AND UNDERLINES • BODY COPY AND SUBHEADS • CAPTIONS • TAGLINES • SLOGANS • CALL FOR ACTION

12. COPYWRITING AND FORMATS(13-2 P417) • HEADLINES-ITS ROLE AND IMPORTANCE • ATTRACT ATTENTION • ENGAGE AUDIENCE AND OFFER BENEFIT • EXPLAIN VISUAL AND LEAD THE AUDIENCE TO BODY COPY • PRESENT THE COMPLETE SELLING MESSAGE

13. TYPES OF HEADLINES • BENEFIT • NEWS/INFORMATION • PROVOCATIVE • QUESTION • COMMAND • SUBHEADS-KICKER-SUPPORTS THE HEADLINE

14. BODY COPY • CHECKLIST P 420 (WRITING EFFECTIVE COPY) • BODY COPY COVERS FEATURES,BENEFITS AND UTILITY OF PRODUCT • COMPRISES INTEREST,CREDIBILITY,DESIRE AND ACTION STEPS

15. BODY COPY STYLES • STRAIGHT-SELL COPY • INSTITUTIONAL COPY • NARRATIVE COPY • DIALOG/MONOLOG • PICTURE-CAPTION COPY • DEVICE COPY(FIGURES OF SPEECH)

16. FORMATTING BODY COPY • SIMPLICITY,ORDERLY,CREDIBILITY,CLARITY • LEAD-IN PARAGRAPH (INTEREST STEP) • INTERIOR PARAGRAPH (CREDIBILITY AND DESIRE) • TRIAL CLOSE AND CLOSE (ACTION) • SLOGANS • SEALS,LOGOS AND SIGNATURE

17. COPYWRITING FOR ELECTRONIC MEDIA • RADIO • SHORT SPAN ATTENTION- • MESSAGE MUST BE INTRUSIVE • TIME SLOT- MAJOR CONSIDERATION • CHECKLIST-CREATING RADIO COMMERCIALS( PAGE 424) • WAYS TO SELL ON RADIO(427)

18. WRITING TELEVISION COPY • CHECKLIST-CREATING TV COMMERCIALS (P 425) • DETERMINE BIG IDEA-DECIDE WHAT FORMAT TO USE-WRITE A SCRIPT • STORYBOARD • SELECTION OF CASTING

19. FORMATS FOR RADIO AND TV COMMERCIALS • STRAIGHT ANNOUNCEMENT • PRESENTER COMMERCIAL • TESTIMONIAL-DEMONSTATION-MUSICAL • SLICE OF LIFE • LIFESTYLE-ANIMATION

20. ADS FOR INTERNATIONAL MARKETS • TRANSLATION PROBLEMS AND ROLE OF TRANSLATOR • RELEVANCY OF MESSAGES • USE OF COLOR • USE OF DIFFERENTIATION • LEGAL RESTRICTIONS