Revised Syllabus

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Revised Syllabus
Copywriting

BMM-Semester-V

Objectives:
o To familiarize the students with the concept of copywriting as selling through
writing
o To develop their inherent writing skills
o To train students to generate, develop and express ideas effectively
o To familiarize students with contemporary advertising techniques and
Practices
Syllabus:
(Lectures to be used for both theory and practical, with more emphasis on practical. Show Indian and/or international ads as reference material wherever possible)
1. Copywriting, Introduction, Responsibility of Copy writer. (5.1)
o Attributes of a good copywriter (5.1.1)
5.1.1 Attributes of a good copy writer (according to one copywriter)
creative. They must be able to examine things from multiple and unusual perspectives.
intelligent. They must be able to comprehend new subjects quickly and thoroughly.
empathizers. They must be able to relate to and understand different audiences, especially when the audience's viewpoint is different from that of the copywriter.
well-read. The more people read different styles and works, the better able they are to learn from others and expand their own repertoir.
good listeners. The best way to learn about a subject or an audience is to really listen.
organized. They must be able to follow directions, manage multiple responsibilities, and be detail oriented.
deadline-oriented. They must possess discipline. Good copywriters have to get it done on time. Period. No exceptions. Those who consistently are late consistently are out of work.
client managers. That's right. It's often the copywriter's job to manage the client, not the other way around. The copywriter must manage client expectations and explain when they're wrong. Clients may not always listen, but if the copywriter doesn't speak up and the copy doesn't work, guess who gets blamed!
simple communicators. They must be able to write as simply as possible, taking complex and technical subject matter and explaining it in clear concise language.
consistent. They must be able to sustain a consistent voice and personality throughout the copy
humble. Copywriters can not fall in love with their own words; they have to separate their egos from their work. They must be able to edit and cut their copy without emotional connection.
web-savvy. The web is different from any other medium. It is NOT the same as print or direct marketing. Just for starters, copywriters must understand hyperlinks, persuasive momentum, and writing for search engines.
themselves writers. The best copywriters pursue their love for writing beyond the confines of their business applications


5.1.1 Paula Cambrdge, a junior marketing
When once considered as individuals relegated to mundane tasks as rewriting weather reports are now sought by many companies for their ability to close million dollar deals. Copywriters are now one of the most in-demand professionals in the world of marketing. Copywriters are responsible for writing the words used in virtually all forms of media - newspapers, radio, television, magazines and the Internet. The skill of copywriters are also used in producing publicity releases, promotional materials, brochures, fliers, and other promotional materials.
More than just their strong background in English and ability to work under extreme pressure, copywriters should also have the following qualities in order to attract and maintain customers.
Highly creative. Copywriters should be skilled in coming up with ideas and in developing outstanding copies. They must have an uncanny ability to examine things from multiple and peculiar perspectives. Companies depend on the creativity of copywriters in improving their productivity and sales. Being creative also means possessing a working knowledge on doing layout.
Listens intently. Part of copywriting service is listening to the needs of a client. There is no other way for a copywriter to learn about a subject or an audience but by listening. Copywriters should give their clients a chance to express their ideas without unnecessary interruption in order to know what they really need.
Meets deadlines. A copywriter that meets deadlines is highly disciplined and focused. Companies will not waste their time and resources on a copywriter who could not keep up with their tight schedule. Those who are always late are always out of work.
A thinker. According to David Ogilvy, the king of copywriters, a well-furnished mind is what is important in copywriting. Someone who is both a creative and a critical thinker can comprehend new subjects quickly and thoroughly; he can easily adapt to any copywriting task. Companies love to work with a copywriter who thinks, because he can produce a well thought out marketing piece that knows its target market and its strategy to grab attention.
Good Researcher. When a copywriter researches or studies the product he will write a copy for, he is showing real interest and sincerity. Any copywriter who does not take time to find out about a client's product or service is showing bad work ethics.
Gives attention to details. Attention to details is as important as giving attention to deadlines. Both are crucial for a copywriter. A copywriter's haste to finish his work on time can sometimes affect the quality of his work. This shouldn't be. His work should serve its purpose by covering everything that it is supposed to cover. Being detailed-oriented means following instructions and managing multiple responsibilities.
(Article Source: http://EzineArticles.com/?expert=Paula_Cambridge)
5.1.1 The Four Qualities You Need to Be A Good Copywriter (hint, good writing isn't one of them)
By Jade Ingmire on August 14, 2008 6:00 AM
One of the most common misconceptions about a copywriting career is that all you need is good writing skills. This is hardly the case. There are many great writers in the world who would either not enjoy copywriting, or who would not excel at it. But there are definitely certain qualities that predispose people to a successful copywriting career. Some of them might surprise you, so read on!
The Four Characteristics of a Good Copywriter
Curiosity. Without a surplus of this cat-killing quality, you will neither enjoy nor be successful at copywriting. As an Internet marketing agency copywriter, you may be called to write on everything from bridesmaid gowns to free-range chicken to cubicle furniture. If you work in-house, you will be challenged endlessly to come up with new angles on the same lines of products and services. Without a genuine lust for learning, and healthy tolerance for research, you will not be able to apprentice yourself to understanding the nuts-and bolts of everyday objects (a crux of copywriting). If you crave knowledge for knowledge sake, are tickled by trivia, and love knowing the inside story, you will flourish in a copywriting career. If you want to be the one reading something interesting, rather than writing something interesting, career shop elsewhere. PI Pearl of Wisdom: Love the show “How Stuff Works”? You’ll love copywriting.
Perceptiveness. A huge part of copywriting (and Internet marketing in general) is being able to strike a cord with a particular audience. Whereas with other writing careers like journalism, you have the luxury of interpreting the person’s face and body language as you speak, copywriting is talking to an invisible audience. So it takes a great deal of perceptiveness and understanding of basic human psychology to be a good copywriter.
What motivates your target demographic-what makes them angry, frustrated, happy and hopeful-is always in the forefront of a good copywriter’s mind. PI Pearl of Wisdom: Did you love psychology in school? You’ll love copywriting.
Discernment. As a copywriter, it will be your job to take giant glaciers of information, and distill them down to bite-size Internet marketing morsels: taglines, bullets, banners, or a single, gleaming benefit. You have to figure out what information matters, and what information can be discarded. This combination of common sense, reasoning and marketing savvy add up to discernment. Good discernment is the dealbreaker that determines whether your stuff will sell or sink. PI Pearl of Wisdom: Are you the one that nails how a friend is feeling, even when they themselves are still confused? You’ll love copywriting.
Humility. The single biggest distinction between copywriting and all other forms of writing careers (with the exception of ghost-writing) is that you don’t get any credit for your work. This isn’t all bad, but it doesn’t work for everyone. In my case I traded the glory of my byline on the front page for better pay, health insurance, and standardized hours. But frequently people who know me will compliment me on my work and ask me how I can stand letting other people take credit for it. This is one of the caveats of a copywriting career, and something to consider when deciding whether to choose this career path. PI Pearl of Wisdom: If you love behind-the-scenes work like set designer or sous chef, you will love copywriting.



5.1.1 Eugene Schwartz’s 8 Rules of Great Copywriting (Important)
March 31st, 2008 by Kenneth Read more about Copywriting, Creating Trust Online
Eugene Schwartz was a legendary copywriter. In fact, I would go as far as to say that he is one of the greatest copywriters who ever lived - we still swipe his material today. His specialty was direct-mail campaigns, and before he passed away in 1995, he had written 10 books including “Breakthrough Advertising”. He went beyond copywriting - in 8 simple sentences, he really captured good marketing.
8 Great Rules for Copywriters from Eugene Schwartz.
1. Be the best listener you ever met.
Just listen to what the market is saying. Eugene Schwartz used to get into a taxi and start interrogating the cab driver, because that’s one good way to tap into what the market is saying. Watch the top 10 box office movies. Even if you don’t like it, watch anyway because that is what the market is thinking and feeling. When you do that, you:
(i) Write copy that directly targets their minds
(ii) You are able to market your products more effectively because you know
2. Work extremely intensely, in spurts.
This is increases your productivity. Focus all your energy on one thing, don’t multi-task, and then move on to the next thing when you’re done.
3. Never “create”- know the product to the core and combine the details in new ways.
Hold the product until it surrenders its strength to you. Know it inside out. You don’t have to create anything new, but you do need to find all its existing strengths and combine them in new ways to present it to the public.
4. Write to the chimpanzee brain - simply and directly.
Your customer may not be as smart as you think. Or, in other words, don’t overestimate your customer’s intelligence but speak to the lowest common denominator. One of the direct response marketers says you should write for the 8-14 year old. Don’t make assumptions. Their needs could really be that simple: ‘What’s in the box office? What’s on MTV’?
5. Channel demand - never sell.
You do not create desire for your product. You take an existing demand in the market, and you channel it into your products. So for example, for a market that is into weight loss, you don’t create a desire to lose weight, or to get a tan, or to speak Spanish more fluently. Tap into what the market already wants and channel it back, because that way, the chance of success is a lot higher.
6. Think about what your product “does”, not “is”- and demonstrate this.
Talk about the benefits, and talk even more about the emotional benefits. Let the features take a back seat.
7. Make gratification instantaneous.
In the copy or marketing itself, the prospect should already begin to get gratification, or feel like they are already getting something from you or your product. This is what product launch formula encourages, so for example; Frank Kern gives list-building videos: he’s giving a taste of the product so that instead of mere curiosity, it is instead genuine desire that drives you to buy.
8. Failing often, and testing big differences, shows you are trying hard enough.
I think this is self-explanatory, and I need say no more.

o Principles of copywriting (5.1.2)
Principles of Copywriting

Use Attention Getting Headlines
BPL - Powerful performance, Incredible looks

Keep body copy to the point

If your headline and illustration has attracted the reader, he may decide to look at the small print – the body copy. This is where you explain the headline, confirm the facts and add extra selling points. If one can make people read the body copy, you have a better chance of selling your product. Be positive. Some ad starts with negative statements, which could be easily converted into positive statements.



Indiatimes Astrospeak - A wrong move and your career might not move at all.

The Small Details That Really Matter
At the bottom of the ad goes your company name, the address and telephone number. If you leave it out you aren’t really trying to get sales. If you are selling packaged goods, you will need to include a pack shot – a photo of your product. If you can’t use a pack shot, your logo will provide a visual reminder for the reader. A list of stockists is important if your product has limited selective distribution. Other options include a money – off coupon, or a coupon to be mailed back to you for more information.
Case: Enchanting Tamil Nadu

An ad. Promoting Tamil Nadu, which includes all the contact details.


Expand Headline with Lead Paragraph

Follow up the headline immediately with the first paragraph. If you ask a question, answer it. If you propose a thought, explain it. Don't leave them hanging too long; you may end up hanging yourself.
BioAsia

Introduces an industrial area with a saying by a newspaper regarding that land.


Draw the Reader In

Avoid page and advertising layouts that are confusing or hard to read. Reading your message should be a pleasure to read. Keep your copy simple, clear and concise. Talk to your reader as you would a friend or family member. Be straight and sincere with them. Spell it out and explain points that need explaining. Don't leave your reader second-guessing your copy.


Focus on the Reader, not the Product

Of course your copy must contain information and facts about your product or service, but that is not your focal point. You must focus the reader. Use their needs, wants, desires, fears, weaknesses, concerns, and even fantasies to sell your product or service.

Case: Lakme

The ad for Lakme Deep Pore Cleansing begins with the headline “There's a lot that shows on your face”.

The body copy includes - Now, one-and-a-half minutes is all it takes to uncover the real you. Presenting the complete Deep Pore Cleansing Regimen from Lakme. Simply because your face says it all.

Thus, not only does the ad talk about the product, it also focuses equally on the reader. Using words like “you” would make the reader feel good, rather than an ad that boasts about the product but says nothing about how to use it, how it could make your life better, etc.


Use the "That's Right!" Principle

Get your prospect to agree with you. Tell them something they know already. Get them to say to themselves, "That's Right!"

Case: JW Marriott

The print ad for JW Marriott starts with the headline -: Your mom knows exactly how you like your bed, your toast, and your coffee….

This headline will indeed make the target exclaim – that’s right!


Ask Provocative Questions

Leading into your copy or headline with thought provoking questions will grab the reader's interest and move them to read more for the answer.

ads. Usually ask a question such as “Planning to buy a new Car”?


Move Quickly from Intro to the Pitch

Don't waste your reader's time trying to "warm them up". If they got that far, there's blood flowing already. People are busy creatures. If you lose their interest, you neither sell nor profit. Get on with it!


Be Sincere

What's the number one fallback for sales on the web? Fear! Fear of being scammed or ripped-off. The more sincere you are the better your chance of building a "selling" relationship.

Case: Air Sahara

The sincerity and genuineness of Air Sahara comes across in its ad where the body copy says – as hard as we may try at this time of the year (winter), there are chances of flight delays due to weather conditions. Every step is taken to help passengers get to their destinations on time. To make this process easier, we need your help too.


Don't Contradict Yourself

Double-check your copy. You would be surprised to know that many copywriters unknowingly contradict themselves leaving the reader suspicious, thus destroying your credibility with them.


Keep Your Focus Aligned

The more focused your target group, the better your chance of meeting their needs. Don't try to sell everyone!


Make Your Product Irresistible

Dress it up. Your product should sound like the cream of the crop. Focus on your selling point (price, quality, etc) and make it impossible for the reader to imagine another in comparison.

The FedEx ad which shows a company employee carrying a baby in his arms.


Use Fear as Motivation:

Fear is both a weakness and strength, but also a powerful selling tool. Fear of injury, death or missed opportunity. If you sell a safety product you would use this fear to your advantage. If you're offering an opportunity, the fear of missing their chance is a strong seller.

Saffola oil talks about the heart problems among the high risk Indians


Flattery will get you everywhere

Yes, everyone likes to hear a little flattery. Keyword here is "little". Don't overdo it!


Be Personable

Let them know that there is a kind, honest and real person behind the page. People would rather deal with people, not companies, corporations or conglomerates. Add the "Human Touch" to your copy.

Case: Eureka Forbes

The institutional ad for Eureka Forbes which shows model Aditi Gowatrikar with her child has a human touch to it, what with the body copy saying – “…times have changed. Yet your dreams remain the same. So open up. Say ‘yes’ to life…”


It's Guaranteed

A guarantee reassures the reader that you are reputable and will live up to your promises.

Case: Vim Bar

In the Vim Bar TVC, the anchor promises that if “your” detergent is better than Vim Bar, you will get a year’s supply of your detergent free. This guarantee lends credibility to the offering and induces the viewer to act.


Share a Secret

People want to get the inside track. If you can convince your prospect that you have an exclusive message for them, you're one step closer to a sale.


Use "Power"ful Words

"Power" words are words that move a buyer by enhancing and reinforcing your presented idea. Certain words have proven to be movers and shakers in the advertising world.


Examples of persuasive and attention-grabbing words
Easy convenient exclusive Indulge
genuine advantages comfortable dependable
immediate instant WANTED WARNING
more biggest oldest Original


Keep It Lively:
There are many ways to keep your copy lively. Telling a (brief) story is a strong technique for getting your message across. Separating and highlighting key information or facts is another. Using personal pronouns like "you", we and us will add a sense of warmth to your copy.


Go with the Flow

Writing copy requires the ability to make a smooth transition from one point to another. Rather than laying them out like a list, learn to use transitional words. Transitional words are used to go from one point to another.


Check Your Spelling

Take the time and spell-check your work. Finding misspelled words in copy leaves the reader wondering how competent your product or service could be, if you cannot take the time to be sure you spelled the words in your web copy correctly.


Use Photo's to DemonstrateUse photos to demonstrate your product or service. If used correctly a picture really is worth a thousand words.

The VLCC ‘Before’ & ‘After’ Ads.


Use Graphics to get Attention

Using buttons, icons and arrows can help direct the reader's attention to important details. If organized correctly they can also help sort facts or messages into categories.

The Fila ad. shows how similar is a design of a Fila shoe and a F1 car.


Offer Testimonials

Offer short, reputable testimonials. People want to hear what others have to say about your product or service.

Loreal - Diana Hayden – Miss World 1996 offers testimonial for Loreal Hair color.


Create a Memorable Logo

Create a simple, but memorable logo or custom graphic that your visitor can easily relate to your product or service

Nike swoosh, BMW, Mercedes


Create an Unforgettable Slogan

Use a short, easy to remember slogan that a reader will walk away with on his or her lips.

Nike – Just Do It.

Visa – Go get it

Pepsi – Yeh Dil Maange More

Asian Paints – Merawalla….

Get a response

There are many techniques for getting a prospect to respond. Spell it out for them. Tell them to respond. Tell them why they should respond. Give them a reason they should respond now. Offer a bonus or freebie if they respond.

This can be done by using words like – order now, order today, for a short time only, last chance, etc.

Service – ICICI Bank – Two Wheeler Loans

“Take Home Passion (Hero Honda Passion) by just paying Rs. 3999 only"

GREAT INDIAN ADS
In the past there have been some very good ads in India which have been acclaimed.
Some of the best Ads of the past are listed below by an advertising maverick.. They appear in Random order of wit/relevance.

All of Hutch Ads – Whether it is to explain MMS or Roaming or Incoming calls free or Value Added Services, the best part in them is the simplicity of Ads. The background music is so pleasant and unobtrusive. Use of Cartoons makes it very decent, catchy and funny to an extent.

Amul Butter – Though the commercial is not on TV, the posters are just great. The fun and creativity oozing by reflecting contemporary times, is just too much. Their posters may be termed as traffic hazards as everyone will see the posters instead of the road for a fraction of a second at least and have a chuckle. http://www.amul.com/hits.html


Cadbury Delite – The portrayal of the kid refusing to take milk is indeed very smart. Kids in our households make a tantrum for drinking the milk. Whether it is I am a big boy or Main billi hoon Kya (Am I a cat?) or Bechara Fail Hogaya (Poor guy failed) – Simply cute and eminently funny. I don’t mind seeing that kid for any number of times.

Goodlass Nerolac – Why? I don’t know, Somehow I liked it. The commercial will feature the spontaneous display of happiness which is triggered with beating some rhythms in Goodlass tin. Suddenly, the whole family rejoices and we see the celebration of togetherness and joyous display of happy times. It might sound silly if I try to analyze but the ad touches the heart and not the head.

ICICI Prudential – The care for the kid is beautifully portrayed when the man in the ad places his hands on the seat handle so that the kid will brush its head on his hand rather than the metal. The kid is unaware that somebody is protecting him and this message is very apt for their business and drives home the concept in a superb manner.

All of Raymonds Ads – The ad in which students of a school bid farewell for their teacher, its sequel when the boy (now grown up) meets the same teacher in a function and calls his friends – Touching scenes. The one featuring a guy who dresses up in Raymond tries to get the approval from the child by showing off to a thrilled child. They all capture the mood very well. ‘Nice feeling fabric for a great man’ gets infused in your mind while watching those ads.

Sony Handycam – Life is worth a Handycam is their punch line and this is beautifully portrayed by projecting how a handycam captures the great moments of life From kid to graduation, marriage to his kid.. Beautiful picturisation.

NAB (National Association for Blind) – The person comes down the stairs and suddenly power fails and darkness everywhere. While he is groping, a blind man will help him reach the door to go out. This superb concept will make us empathize with people who are blind and also instilling a lot of self Confidence in them. After all they need understanding and not pity.

Milk Cooperative Society – Dhoodh hai wonderful pee sakthe hai roz glassful (Wonderful drink which you can drink a glassful daily). That is a genuinely sincere and intelligent approach marketing milk as a fashion drink with lots of health benefits. Catch tune in the song making the child in us dance when we are alone.

Brittania Treat Biscuit – This features Sachin Tendulkar and the kid therein is also cute. This shows how each of us become a child when we play with them and how champions like Sachin will not take defeat lightly even if it is for a joke. This is portrayed in a cute and gentle manner that arrogance is beautifully hidden and replaced with positive emotions.

Other Ads that are good and left out for the sake of brevity Cadbury’s dairy milk, Saint Gobain Glass, Ericsson mobile, Hit Mosquito repellent, Kelvinator fridge (Chote bache – Maa dhoodh), Hoodibaba …










But advertising has raced ahead during the post globalization era and has witnessed many successful campaigns for various products and services.
List down the 10 most great and successful ads according to you giving your reasons for the same.


2. Creative Strategy: Planning and Development (5.2)

o Developing an Advertising Plan (5.2.1)
o Advertising Creativity: The five stages of creativity, Creative Thought Process, Who is a creative person? (5.2.2)
Five Steps in the Creative Process
Preparation. The left brain does its homework.
Absorption. The right brain images the groundwork and the goal.
Incubation. A period of gestation and maturation of ideas that takes place at the subconscious level.
Illumination. The "Eureka!" factor. The idea explodes into our conscious when we least expect it.
Verification. A logical left brain process that eliminates extraneous ideas and checks the final conclusion.

1. The Creative Process - this includes the definitions of creativity and the mental processes involved in creativity.

2. The Creative Individual - this is about the personality traits of the creative individual, the attributes of genius and the peculiarities of the creative personality

Psychological theories have tried to explain both the creative process and the creative individual.

The Process of Creativity - So what is creativity and what is the mechanism through which people actually create new ideas, solutions or concepts? According to many theorists, creativity is about chance or serendipity or making discoveries by 'accident'. So the creative process, according to this explanation is an 'accident'. This means that while you're trying out several methods, a best method or a solution to your problem arises out of nowhere and by chance you discover something totally unique. Some people would suggest that the creative process is more of trying to find out new relations between older known concepts so this is less about originality and more about 'experience'. The more experienced you are in a particular subject area, the more likely you are to consider creative solutions. Creativity has also been described as a moment of 'insight'. It is almost like enlightenment and divine intervention and a flash and the trick is to prolong this moment and creative individuals are people who can develop their sudden insights. So the creative process can be about a sudden chance, novel use of the knowledge/ experience or a sudden insight. The creative process thus involves using several possibilities/methods and past experiences to arrive at sudden solutions through insights or accidents.

In 1926, Graham Wallas described stages of creativity in which a creative idea is first prepared, then internalized through incubation, after which the creative individual uses the illumination or insight to finally go through the verification process of applying the idea. Psychologist JP Guilford explained creativity with his concept of convergent and divergent thinking and convergent thinking is about trying to find the single correct solution to a problem and divergent thinking is the generation of multiple creative solutions to a problem. Creativity is thus characterized by divergent thinking and generation of multiple possibilities. According to the Geneplore model developed by Finke, Ward and Smith (1992), creativity involves two phases - the generative phase in which the individual generates constructs from pre-inventive structures or known processes/ideas and the exploratory phase in which pre-inventive structures are interpreted to come up with new creative ideas. Most of these psychological theories seem to be emphasizing on preexisting mental structures through knowledge and experience and using these structures for novel or unique solutions. The creative process is thus all about insight, 'a sudden flash', almost like a moment of realization and it has been described as serendipity or divine intervention by scientists and artists alike who have tried to described their moment of discovery, although the role of previous knowledge and experience is an equally important background factor. The scientists and artists are able to realize the potential of these 'flashes' and are able to recognize, capture and prolong their moments of insight for better realization of their creative goals.

The Personality in Creativity - This brings us to the question about the traits or personality factors that make a person creative. Is there a well-defined creative personality? Of course, there is. Highly creative individuals and geniuses have marked similar traits and although every human being is creative in one way or the other, some individuals actually develop their creativity too well and so they are recognized as creative geniuses. Psychologists believe that all highly creative individuals have certain common personality traits.

1. Complexity - The creative individuals love complex situations and problems as this provides a challenge to their own mental abilities and help them to think of several possible solutions

2. Flexibility - Highly creative individuals are extremely open-minded and receptive to new ideas and possibilities which help them to move beyond traditional modes of thinking

3. Confidence - Boldness and confidence mark the creative genius as in order to be a pioneer, one has to have leadership qualities, extreme self-confidence and creative geniuses are leaders as they show a new path and open new possibilities

4. Non-conformity - The creative process itself is an act of non-conformity so creative individuals are non-conformists and unconventional.

5. Intuition - Highly creative people are extremely intuitive and they can scare you with their ability to read minds and people's thoughts. That is how they can create as they have to know the order of things and are able to predict people's responses.

6. Sensitivity - Creative individuals have well developed sensitivity as without extreme sensitivity, it is not possible to feel and portray the emotions through creative work. A novelist has to know 'how it feels' to be character in his novel otherwise he cannot create a good novel.

7. Curiosity - An insatiable child-like curiosity for almost everything around them is what characterizes the creative genius. The creative individual wants to know and learn new things and is persistently asking questions and this is the fuel for creative growth.

8. Knowledge - Closely associated with curiosity, creative individuals have very good general knowledge as they have to use this knowledge in their creative pursuits. That is why creative people are usually interested in several subject areas.

9. Independence - One trait that definitely characterizes very high creative geniuses is their independence of thought. This is again related to leadership and nonconformity as in order to think independently, one has to move beyond norms.

10. Imagination - The creative person lives in his own world of imagination and has a very highly developed and enriched mental life and even if grounded, sometimes thrives on fantasies.

11. Impulsiveness - Since the creative process is a sudden realization, the creative individual has a love for suddenness and loves to work on impulse. Creating something new is an adventure so impulsiveness which could be recklessness or adventurousness makes the creative individual a compulsive risk-taker.

12. Criticism - Highly creative people are also extremely critical both of themselves and of others. They criticize others and that is how they take new paths and they are also prone to extreme self-criticism.

13. Fluency - The creative person has an extremely fluent thought process and has a prolific range of ideas

14. Charm - The genius is usually characterized by a humorous nature, extreme charm and personal attractiveness and a 'presence' that makes them popular and attractive to all sorts of people.

15. Egoism - Highly creative individuals usually have a 'me first' attitude and are almost always narcissists or marked by extreme egoism, although they may be very generous and may not reveal their egoism for social reasons and many even transcend the self boundary and work for greater causes.

16. Originality - Creative individuals have a love for the novel and the unique and try moving beyond established ideas to find something radically different

17. Disorder - A love for disorder is common among all creative people as they are apparently bored with order or any predictable course of events

18. Ambiguity - Uncertainty is very attractive for creative individuals and they love the ambiguous or when there are two or more ways of explaining a problem, especially because this gives them freedom of thought and expression.

19. Loneliness - The creative individual is usually a loner and according to psychoanalysis, also a neurotic. The genius is perennially isolated from society and being very uncomfortable with social norms, they tend to avoid social interaction. Political and social leaders are however more socially active than the creative artist and writer, although some tend to lead reclusive lives.

20. Motivation - The creative individuals are extremely motivated, almost driven by a sense of higher purpose in life. They are in a way self aware and enlightened and many of them seem to believe in an unexplained (divine) purpose of existence.

There are of course other traits as creative people are characterized by hyperactivity and obsession with their work, high yet sublimated sexual drives, and according to psychologist Sternberg, wisdom rather than simply intelligence.

The creative process and creative individual naturally leads the discussion to anomalies in creativity. So now finally, some words about the connection between madness and creativity. Creativity has been closely associated with mental illness and the highly creative individuals are considered prone to mental disorders. In fact all creative geniuses may be vulnerable to bipolar disorder or schizophrenia and creativity itself is a sort of neuroticism. Yet I would suggest that even though creative geniuses have propensity towards mental illness, their creative outlet is a very strong tool that helps them to maintain sanity. So considering the inbuilt defense mechanisms that creative individuals have, it is highly unlikely that such people would actually become completely insane. Although there are many exceptions as the creative genius may develop extreme sense of inadequacy and loneliness and may actually show severe mental problems. However in most cases, creative geniuses are not afraid to stretch their minds, thoughts and behavior too far as to almost reach the limits of sanity, so they are branded as 'weird' or 'eccentric'. But these people are extremely strong because they are self-aware and are blessed with the ability of controlling their mind and sanity. So when the whole world is afraid of their perceived madness, they are not. The difference between a madman and a genius is that the genius controls his own madness and can choose to become sane or insane at his own free will.

In fact, the process of creativity is also an exercise in madness, as the creative individual has to continually stretch mental limits to maintain all creative pursuits. The success of the creative genius is another issue and I will discuss it in a separate article.

o Creative Strategy: Components of the Creative Strategy, Putting the Strategy in writing (5.2.3)
o Combining Creativity and Strategy (5.2.4)
o Organizing the Creative Task (5.2.5)
o The Creative Plan (Copy Platform) (5.2.6)
o Phases of campaign creation (5.2.7)

3. Phases of campaign creation (5.3)
o Understanding the psychographics of target audience (5.3.1)
o Finding out what to say (5.3.2)
o Understanding the barriers to purchase (5.3.3)
o Interrogating a product or service –Outlining the rational benefit and emotional benefit (5.3.4)
o Developing an ear for ‘human insights’ (5.3.5)
o How to get an idea (5.3.6)
o Choosing the idea that effectively communicates the emotional/rational benefit (5.3.7)


4. Brief (5.4)
o Taking the brief (5.4.1)
o Product brief (5.4.2)
o Marketing brief (5.4.3)
o Agency brief (5.4.4)
o Converting into creative brief (5.4.5)

5. The big idea (5.5)
o Arriving at the proposition (5.5.1)
o From proposition to head line (5.5.2)
o Understanding tone of voice (5.5.3)
o The positioning statement (5.5.4)

6. Writing for print media (5.6)
o Head lines (5.6.1)
o Base line (5.6.2)
o Sub headlines (5.6.3)
o Body copy (5.6.4)
o Slogan (5.6.5)
o Captions (5.6.6)
o Structuring the copy (5.6.7)

7. Understanding the medium and writing for TV, Cinema, Radio, Innovative medium, Internet, SMS (5.7)
8 Principles of writing press release copy.(5.8)
9. Writing copy for mail order, direct mail, yellow pages, trade directory, classified advertisement, B2B advertising (5.9)
10. Different types of copy (5.10)
o Advertorial (5.10.1)
o Infomercial (5.10.2)
o Comparative copy (5.10.3)
o Copy for different languages (5.10.4)
Booklist (B-5)
1. Hey Whipple Squeeze this – A guide to creating great ads by Luke Sullivan (B-5.1)
2. Cutting Edge Advertising – Jim Aitchison (B-5.2)
3. One Show Annuals (B-5.3)
4. D&AD Annuals (B-5.4)
5. Luerzer’s Archive (B-5.5)
6. Campaign Brief Asia (B-5.6)
Note: Each topic / sub-topic / book has been assigned an ID No. All forwarded material will bear the relevant ID No. to which it is related