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Good Ads & Bad Ads & Creativity. Good Ads & Bad Ads: Creativity. Advertising is not an art form. It’s an expensive, business tool. Current squeeze on profits High media costs Increasing clutter Increasing complexity of today’s changing consumer. Good Ads & Bad Ads: Creativity.

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Good Ads & Bad Ads & Creativity


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Good Ads & Bad Ads: Creativity

  • Advertising is not an art form. It’s an expensive, business tool.

  • Current squeeze on profits

  • High media costs

  • Increasing clutter

  • Increasing complexity of today’s changing consumer.


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Good Ads & Bad Ads: Creativity

  • Vitally important to stretch advertising dollars.

  • Create ads that make people say “Wow, I love that ad.” The real news is “Wow, I love that product.

  • Creative advertising is really advertising that creates sales.


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Good Ads & Bad Ads: Creativity

  • Strategy and creativity are everything.

  • Creative director likened creative development to a dance.

  • Sometimes strategy leads. Sometimes creative leads. But remain close and in harmony for a great time.

  • Knowledge is power:

    Research. Information. Creative.


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Good Ads & Bad Ads: Creativity

  • Advertising motivates by appealing to problems, desires and goals and by offering a means to solve their problems.

  • An appeal is the motive to which an ad is directed.

  • Appeal is designed to steer a person toward a goal the advertiser has planned.


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Good Ads & Bad Ads: Creativity

  • Consumer processes information. Huge volume we see and hear daily.

  • Allow it to pass right by us.

  • The audience’s ability to turn off promotional messages.

  • The faster ideas get across the more powerful they become.

  • Simple?

  • Does it deliver intended message?


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Good Ads & Bad Ads: Creativity

  • Inside every fat ad is a thinner and better one getting out.

  • Simplicity is everything.

  • Simple logic.

  • Simple arguments.

  • Simple visual images.

  • Strong ideas are simple ideas.


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Good Ads & Bad Ads: Creativity

  • Advertising needs to catch the eye quickly, and deliver its intended message quickly.

  • Think about how you read the newspaper or magazine.

  • Focusing on everything and every page??


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Good Ads & Bad Ads: Creativity

  • Great advertising is using fewer words and visuals to be more compelling. More powerful.

  • Unique Selling Proposition (U.S.P.) to an Emotional Selling Proposition (E.S.P.)

  • Rational vs. emotional. Both.

  • Capture the essence of the strategy and give it creative vision/power.


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Good Ads & Bad Ads: Creativity

  • Take the simple, most salient feature of product and communicate that in a simple or entertaining way.

  • Good copy speaks to you.

  • Should be smart, entertaining, conversational.

  • And deliver the intended message.


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Copy:

  • Is the copy arresting?

  • Clear?

  • Simple?

  • Gives information to the readers?

  • Are the facts supported?

  • Does it sell?

  • Is it believable?

  • Is it too general?

  • Does it deliver intended message?


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Good Ads & Bad Ads: Creativity

  • Every ad contains two things:

  • What you want to say

  • How you want to say it.

    • Art direction brings emotion.


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Layouts:

  • Is the layout simple?

  • Does it look overcrowded?

  • Does it sell?

  • Is it an eye catcher?

  • Is it distinctive?

  • Does it have a dominant visual?

  • Does the white space work?

  • Does the artwork match the purpose?

  • Can the type be read?


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“It’s Not Creative Unless It Sells.”

  • If it doesn’t motivate the consumer to do something or stimulate some part of the brain, then it doesn’t work.

  • Our minds do work in mysterious ways.

  • Concepts (or idea)

    + Words (copy)

    + Pictures (layout)

    + Medium or Vehicle (media)

  • Do you get the message?


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“It’s Not Creative Unless It Sells.”

  • Creative means dramatically showing how a product fulfills a consumer need.

  • It can be as simple as casting the right actor or character for a brand.

  • A unique demonstration of product superiority is creative.

  • A memorable jingle.


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“It’s Not Creative Unless It Sells.”

  • Be careful the execution does not subtract from the selling idea.

  • Bad advertising can overwhelm the selling message.

  • Movie stars and athletes continue to serve as substitutes for selling ideas.

  • Great advertising: When the headline, visual and logo communicate the idea immediately.


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“It’s Not Creative Unless It Sells.”

  • Advertising which drives customers to demand the product or service. A few words about advertising and creative “award” shows.

  • For every potential customer who reacts to “sophisticated” advertising, there are others who may not get it.

  • Examine alternative ideas and creative.


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Stronger Advertising

  • Break the Pattern--Advertising that excites the eyes and ears, with a look and sound of its own. It separates from competing products.


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Stronger Advertising

  • Creates an Identity. Use distinctive artwork, layouts, copy to enjoy higher readership.

  • Break Through the Clutter. Break away. There’s a lot of competition. Don’t look like the competition.


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Stronger Advertising

  • Position the Product Competitively and Clearly.

  • Advertising must bring new meaning and importance to old and nonexclusive values.


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Structure of Advertising

  • Promise of Benefit (the Headline) Arouses and peaks interest. Keeps you reading.

  • Spelling out of Promise (Subhead) Optional

  • Amplification of Story. (Body Copy) Support. Present Your Info.

  • Proof and Substantiation (Seals, guarantees, samples, trials, offers, testimonials) (as needed)

  • Action to Take.

  • Logo


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Basic Design Principles

  • Unity of design elements. Unified design.

  • Harmony of all elements.

  • Orderly sequence. Orderly manner.

  • Emphasis on --visual, headline or both.

  • Contrast in size, shapes and tone.

  • Balance of elements.

  • Color

  • White space


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Stronger Advertising

  • Go With the Flow.

  • The positioning of the creative elements.

  • Ads with good flow send the reader’s eye around the page to take in all of the elements.

  • Orderly.


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Better Advertising

  • Reflect the Character of your Product.

  • Different products require different types of advertising.


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Better Advertising

  • Effective advertising recognizes the essential nature of the product and projects its most important qualities into the product’s advertising.


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Better Advertising

  • Appeals to the Head and the Heart. Rational and emotional buying appeals.

  • Speak with One Voice. “Umbrella”, “Campaign”


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Better Advertising

  • Everything in an ad and in a campaign must support the positioning

    ---copy, graphics, artwork,

    sounds/voice.


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Bold Advertising

  • Answer:

    “What is in it for the reader/viewer?”

  • Headlines must appeal to the customer’s needs, while at the same time play up the product.

  • Tell a story.


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Bold Advertising

  • Request action--Visit websites, the store or the showroom.

  • Encourage trial, coupon, send or call for information, look in the Yellow Pages, pick up phone.


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What has been learned?

  • Ad noting increases with size of ad.

  • Don’t be too clever. Headlines and copy generally are far more effective when they are straight forward than too tricky.

  • Make your ads recognizable.


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What has been learned?

  • Studies show that ads which are distinctive in their use of art, copy and layout, and typefaces enjoy a higher readership level.

  • Blind headlines that require reading the body copy don’t always work. At least 5x more people only read the headline.


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What has been learned? -con’t

  • Repetition is important. Stick with winning ideas.

  • Although more ad readers are better than fewer ad readers, what really counts is the total number of sales.

  • No matter how original an idea is, it must be related to reality or solve a problem to be considered creative.


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What has been learned? -con’t

  • The tougher the times, the more important creativity in advertising becomes.

  • It is the fastest, most economical way to cut through to the hearts and minds of consumers.


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What has been learned? -con’t

  • If what you say isn’t that different, say it differently.

  • If the whole world hasn’t been waiting for your message.

  • Make them awfully glad they heard it anyway.


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What has been learned? -con’t

  • A great ad is memorable.

  • Competing for attention against other advertising, news, sports and entertainment.

  • Life.


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What has been learned? -con’t

  • After you have produced the best product, packaged it brilliantly, priced it right, distributed it magnificently and positioned it competitively.

  • You will have wasted all these great skills if the consumer doesn’t see or hear what you’re trying to sell.”


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What has been learned? -con’t

  • Jeff Goodby: Great advertising scrabbles logic a little bit, it jumps beyond that by being likable and watchable and captivating.

  • It surprises you.

  • Great advertising is great ideas simply executed.


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What has been learned? -con’t

  • There can be no doubt that advertising today must be:

  • More intrusive

  • More imaginative

  • More innovative

    than it has ever been before.


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Good Ads & Bad Ads & Creativity


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