WRITE THE AD, I PRAY YOU
Trippingly On The Tongue
In advertising copy, it's amazing what works and what doesn't work.
If you're an accountant or a lawyer or a consultant with a marketing program, you don't have to know how to write an ad, but you should know some things about how to judge one written for you. You should know also that what you think works, may not.
While a great deal is known about what works in ad copy, there’s even more we don’t know. What makes it difficult for the uninitiated is that what you may judge to be great copy because of the sheer poetry, imagery, sound, and lyricism, may be lousy for accomplishing the mission of the ad.
Nor are copy rules decisive. When the advertising legend, David Ogilvy, was told that copy should be short and terse, because nobody reads more than a few words of an ad, he wrote the classic, "At 60 miles and hour the only sound you hear is the clock." It was a full page of text, describing the features of the Rolls Royce. It sold a lot of cars.
But in an imitative world, a great many ad people imitated not the selling aspects of the ad, but its length. We were then treated to a bunch of long text ads, most of which sold nothing. Some ad people simply didn't get it.
Perhaps the hardest thing for people who are not marketers to understand is that the process is a function of not only training, but skill, intelligence and imagination -- all of which are what we usually mean when we use the peculiar word "creative." There are rules, and there are ways to break the rules. But like the best abstract artists, who know better how to abstract because they are fine realistic artists, it's likely that those who know the rules best are those who break the rules best
The Limits Of Copywriting
The limits of copywriting are essentially those of the medium. You can't write 10 minutes of copy for a 30-second radio spot. The mechanics of writing for one medium are too infrequently translatable into another medium. You can't put 50 words of copy on a billboard alongside a high speed highway and expect the message to be read.
And yet there are times when originality, imagination, and skill dictate that all rules be violated. Fifty or 100 words on that billboard may be just the ticket if the headline is something like, "There are not enough words to describe ... " and you don’t really expect people to read the text.
The Objectives of the Ad
Writing advertising copy begins, as you might expect, with defining objectives -- of the campaign, of the marketing program, of the specific ad. These objectives will be unique to you and your firm, to each campaign, and to each ad. They dictate that the copy -- as well as all other elements of the ad -- are focused and relevant.
Elements Of A Good Ad
An ad that includes at least the following elements might be expected to be good …
Attention. In the clamor and clutter of sight and sound, and the competition for the reader's eye, ear, and heart, it's imperative that you compete successfully for attention. There should be some element in the ad -- whether it's the headline or the illustration or the layout -- that attracts the eye or ear and arouses sufficient interest to warrant attention to the message. And the copy itself must sustain that attention.
Promise of Benefit. Something in the ad should promise the reader or the listener some benefit that will accrue from accepting the ad's premises.
Credibility. The premises of the ad must be believable. (On the other hand, do you really believe that Exxon put a tiger in your tank? But it sold a lot of gas.)
Persuasiveness. The ad should be persuasive. It should sell or generate the need for the service you offer, and project your service as superior. (On the other hand, what do those Nike shoe ads say that persuade you? But they sell a lot of athletic shoes.)
Interest. Once you've captured the reader's attention you've got to say or show something to sustain interest, or the message will not be heard.
Desire. The ad must generate a desire to accept what you have to say about what you have to offer; to want to do business with you.
Action. The ultimate aim of an ad is to generate action on the part of the reader or listener; to cause the reader to want to do something that you want him or her to do, such as buy your service, or, in the case of professional services marketing, it might be to either generate an inquiry or accept a selling situation. On the other hand, just getting a reader to think about you in a specific way is an action, too. That’s what institutional advertising is about.
The Foundation For Copy
Ads seem to work best when you...
Know your prospect. Not only who your prospect is, but what kind of service your prospective clientele really wants, and what kind of problems they'll depend upon your service to resolve.
Know your service. Know your service in terms of what the prospective client is willing to buy, not what you're offering to sell.
Copy Structure
The purpose of a headline is to attract attention and to bring the reader to the ad. A headline that offers nothing to the reader in terms of either benefit or interest may effectively mask the cleverest ad, and one that's offering the most useful service.
The text should spring from the headline, and follow through the promise it offers. It should explain and clarify the facts and claims. It should be a logical progression of ideas, covering all of the points you mean to cover, even if it's done only with an illustration.
Copy can appeal to the intellect and reason, or it can appeal to the emotions, or it can do both.
The text of an ad designed to cause action should lead naturally to a call for action. What precisely do you want your reader to do? Call now? File for future reference? Send in a coupon? Send for a brochure? Remember something? Experienced copywriters know that the call for action works. It's not so much that when readers are told to do something they do it. It's that when they're not told to do something they're less likely to do it.
The copy usually ends with a logo and a signature for identification and impression, and sometimes also a slogan.
The Copy Platform
The professional copywriter usually develops a concept, sometimes called the copy platform, which is a clear statement of the copy objectives, focus, and approach. This is an attempt to articulate, as clearly and as simply as possible, what the copy shall say and how it shall say it. Shall it be extensive or brief? What tone shall it take? Shall it be breezy and light, or formal? What message shall it try to convey? What is the rationale behind the approach?
The purpose of this copy platform, whether it's specifically articulated on paper or merely understood in the copywriter's mind, is to serve as a guide to actually writing the copy. Many copywriters use it to present to their clients for a clear understanding of how the ad will come out.
Writing The Copy
The artistry of advertising lies in the ability to manipulate symbols and ideas in order to inform and persuade people. As in any art form, there are no rules that can guide you in doing this, except to list those factors that seem to work most consistently. And yet, remember, some of the most successful ads are those that violate the rules.
Two universally accepted axioms are that an ad must be simple, and it must look and sound as if it's worth paying attention to. And obviously, it must be complete -- it must contain all the information you want to convey. These axioms -- if indeed they are axioms -- spring from the fact that few ads are successful when these rules are ignored. Beyond that, clarity is essential. No matter how an ad is written it must be understood and easy to read.
It should be grammatical -- despite the fact that there are many examples of successful advertising that are clearly ungrammatical. A breach of grammatical rules, however, should be deliberate, and designed to serve a specific purpose. The rules of grammar are not arbitrary, nor are they engraved in stone. But the purpose of the rules of grammar is consistency, understanding and clarity. Unless there is a conscious reason to do otherwise, copy should be grammatically sound.
There are some other guidelines that professional copywriters also find useful ...
Talk to the reader, the listener, or the viewer. Don't announce, don't preach. And don't get carried away by words and lose sight of the message.
Write short sentences, with easy and familiar words. You want the reader or listener to do the least possible work to get your message. Even when you're talking to very bright people, communication is of the essence, not language manipulation.
Don't waste words. Whether you use three or a thousand words make sure each is exactly the one you need. Make sure each word is exactly the right one to convey your meaning.
Try to avoid being formal. You're talking to people as people. You're not writing an insurance contract for lawyers. An ad is information and persuasion.
Use the present tense and the active voice ("All professional copywriters have extensive experience in preparing material," rather than " ... extensive experience in the preparation of material."). If you do want a formal style it should be deliberate, and you should have a clear idea of why you are using it.
Punctuate correctly. Punctuate to help the reader, and not merely to follow specific rules. The less punctuation the better, within the bounds of clarity, but don't be afraid to use it if it helps the flow of an idea. Don't be afraid to use contractions and personal pronouns, just as you would in chatting informally with a prospect. After all, that's what you're trying to accomplish in your ad.
Watch out for cliches. They turn some people off. More significantly, people don't hear them as they pass mindlessly off the tongue without bothering to visit the mind, and the point you're trying to make is lost. (Again, unless you're doing it deliberately.) Try to use bright, cheerful language that keeps the reader alert and maintains attention. To be enthusiastic and exciting is to be well along on the way to being interesting.
Writing is not the manipulation of words -- it's the expression of ideas. Words, grammar and punctuation, are merely the tools and devices we use to express ideas most clearly. To think of copy as a configuration of words is the same as thinking of a symphony as a configuration of notes.
Why do ads that seem well written sometimes not work? Because they miss these points of advertising. Because they attempt to merely translate somebody's idea of persuasive talk into the ad medium, which can sometimes be like wearing a tuxedo to the gym.
And because somebody didn't recognize that the art of advertising copywriting is not the art of literary writing. Different medium, different art form
Monday, 14 September 2009
Tuesday, 8 September 2009
Some Very Good Ads and Commercials - Part 1
Some scintillating / thought-provoking ads!
Harley Davidson Bikes
Eurostar Airlines
Energiser
Cobra Alarms
Big M chocolates
Axe Deo
Anti Smoking
Harley Davidson Bikes
Eurostar Airlines
Energiser
Cobra Alarms
Big M chocolates
Axe Deo
Anti Smoking
On Getting Creative Ideas
On Getting Creative Ideas
Google Tech Talks
March 14, 2007
Click on this link:
http://www.youtube.com/watch?v=e7M2l-jzRG8&feature=email
ABSTRACT
Murray Gell-Mann is one of the largest living legends in physics. He's also been described as The Man With Five Brains, and it's no puzzle why: He was admitted to Yale at 15, got his PhD from MIT at 21, and is an international advisor on the environment. He speaks 13 languages fluently (at last count), and has expertise in such far-ranging fields as natural history, historical linguistics, archaeology, bird-watching, depth psychology, and the theory of complex adaptive systems.
Oh yeah... he also coined the term "quark," after developing key aspects of the modern theory of quantum physics... for which he earned an unshared Nobel prize in physics in...
Google Tech Talks
March 14, 2007
Click on this link:
http://www.youtube.com/watch?v=e7M2l-jzRG8&feature=email
ABSTRACT
Murray Gell-Mann is one of the largest living legends in physics. He's also been described as The Man With Five Brains, and it's no puzzle why: He was admitted to Yale at 15, got his PhD from MIT at 21, and is an international advisor on the environment. He speaks 13 languages fluently (at last count), and has expertise in such far-ranging fields as natural history, historical linguistics, archaeology, bird-watching, depth psychology, and the theory of complex adaptive systems.
Oh yeah... he also coined the term "quark," after developing key aspects of the modern theory of quantum physics... for which he earned an unshared Nobel prize in physics in...
Transcript of Creative Strategy Planning And Development - Presentation
Creative Strategy Planning And Development - Presentation Transcript
1. 8 Creative Strategy: Planning and Development McGraw-Hill/Irwin © 2004 The McGraw-Hill Companies, Inc., All Rights Reserved.
2. Advertising Creativity CREATIVE STRATEGY: Determining what the advertising message will say or communicate CREATIVE TACTICS: Determining how the message strategy will be executed
3. ADVERTISING CREATIVITY Advertising Creativity: the ability to generate fresh, unique and appropriate ideas that can be used as solutions to communication problems. Two perspectives on advertising creativity Suits Poets “Its not creative Artistic/aesthetic unless it sells” value and originality
4. This Norwegian ad generated debate over the use of an artistic, soft-sell approach
5. Young's Creative Process Immersion Getting raw material or data, immersing one's self in the problem to get background. Digestion Ruminating on the data acquired, turning it this way and that in the mind. Incubation Ceasing analysis and putting the problem out of conscious mind for a time. Illumination Often a sudden inspiration or intuitive revelation about a potential solution. Verification Studying the idea, evaluating it, and developing it for practical usefulness.
6. Wallas's Creative Process Preparation Gathering information Incubation Setting problem aside Illumination Seeing the solution Verification Refining the idea
7. Inputs To The Creative Process Preparation/Incubation/Illumination General Preplanning Input: Books, periodicals, trade publications, clipping services, journals, magazines, etc. Trends, developments in marketplace Product Specific Preplanning Input Qualitative and quantitative studies Problem detection studies Focus groups Ethnographic studies
8. Inputs to the Creative Process Working with Reading and the client analysis CREATIVE Trying the Listening PROCESS product to others Asking Product Questions research
9. Verification and Revision of Ideas Objectives: Evaluate ideas generated Reject inappropriate ideas Refine remaining ideas Give them final expression Techniques used: Directed focus groups Message communication studies Portfolio tests Viewer reaction profiles Use of Storyboards and Animatics
10. Commercials can be evaluated in storyboard form as part of the creative process
11. Advertising Campaigns Advertising Campaign A set of interrelated and coordinated integrated marketing communication activities that center on a particular theme or idea that appears in different media across a specified time period. Campaign Theme The central message that will be communicated in all of the various IMC activities Miller Lite “At a place called Miller time” BMW “The Ultimate Driving Machine” Chevy Trucks “Like a Rock”
12. Successful Long-Running Campaigns Nike Just do it Allstate Insurance You’re in good hands with Allstate Hallmark cards When you care enough to send the very best Budweiser This Bud’s for you Intel Intel inside State Farm Insurance Like a good neighbor, State Farm is there Chevy Trucks Like a rock Dial soap Aren’t you glad you use Dial?
13. This ad is part of a new advertising campaign theme for Miller Lite beer
14. Top Ten Advertising Slogans of the Century Company or Brand Campaign Theme 1. DeBeers Diamonds are forever 2. Nike Just do it 3. Coca-Cola The pause that refreshes 4. Miller Lite Taste great, less filling 5. Avis We try harder 6. Maxwell House Good to the last drop 7. Wheaties Breakfast of Champions 8. Clairol Does she or doesn’t she 9. Morton Salt When it rains it pours 10.Wendy’s Where’s the beef?
15. Copy Platform Outline 1. Basic problem or issue the advertising must address. 2. Advertising and communications objectives. 3. Target audience. 4. Major selling idea or key benefits to communicate. 5. Creative strategy statement (campaign theme, appeal, execution technique). 6. Supporting information and requirements.
16. Means of Finding Major Selling Ideas “The major selling idea should emerge as the strongest “The major selling idea should emerge as the strongest singular thing you say about your product or service. This singular thing you say about your product or service. This should be the claim with the broadest and most meaningful should be the claim with the broadest and most meaningful appeal to your target audience…” appeal to your target audience…” Using a unique selling position Creating a brand image Finding the inherent drama Positioning
17. Unique Selling Proposition Three characteristics of a unique selling proposition: Each advertisement makes a proposition to the customer It must be one the competition cannot or does not offer It must be strong enough to pull over new customers to the brand
18. An ad that uses a unique selling proposition
19. Creating a Brand Image Used when competing brands are so similar it is difficult to find or create a unique attribute The creativity strategy used to sell these products is based on a strong, memorable identity for the brand through image advertising Frequently used for products such as soft drinks, perfume, liquor, clothing, airlines.
20. No Fear’s advertising creates a unique image for the brand Source: Courtesy No Fear.
21. Creating a Brand Image David Ogilvy’s Approach Brand image or personality is particularly important when brands are similar Every ad must contribute to the complex symbol that is the brand image Leo Burnett’s Approach Find the inherent drama or characteristic of the product that makes consumers buy it “(Inherent drama) is often hard to find but it is always there, and once found it is the most interesting and believable of all advertising appeals.”
22. Approaches to the Major Selling Idea: Inherent Drama and Positioning Inherent Drama: Focus on consumer benefits with an emphasis on the dramatic element in expressing them Messages generally presented in a warm, emotional way Hallmark, Maytag, Kellogg Positioning: Establish a particular place in the customer’s mind for the product or service Based on product attributes/benefits, price/quality, use or application, type of user, problem solved
23. This ad helps position 3M as an innovative company
24. Burger King searches for the right ad campaign 76 Have it your way. 86-87 This is a Burger King town. 77-78 America loves burgers 87 The best food for fast and we’re America’s times. Burger King. 87-89 We do it like you’d do it. 78-80 Who’s got the best darn 89-91 Sometimes you gotta burger? break the rules. 80-82 Make it special. Make it 91-92 Your way. Right away. Burger King. 92-94 BK Tee Vee: I love this place! 82 Aren’t you hungry for Burger King now? 94 Back to basics 82-83 Battle of the burgers. 94-96 Get your burger’s worth. 83 Aren’t you hungry? 96-98 It just tastes better. 99 Go the distance 83-85 The big switch. 2000 Got the Urge 85-86 Search for Herb. 01-02 The Whopper Says 86-87 This is a Burger King town 02-03 At Burger King You Got It
1. 8 Creative Strategy: Planning and Development McGraw-Hill/Irwin © 2004 The McGraw-Hill Companies, Inc., All Rights Reserved.
2. Advertising Creativity CREATIVE STRATEGY: Determining what the advertising message will say or communicate CREATIVE TACTICS: Determining how the message strategy will be executed
3. ADVERTISING CREATIVITY Advertising Creativity: the ability to generate fresh, unique and appropriate ideas that can be used as solutions to communication problems. Two perspectives on advertising creativity Suits Poets “Its not creative Artistic/aesthetic unless it sells” value and originality
4. This Norwegian ad generated debate over the use of an artistic, soft-sell approach
5. Young's Creative Process Immersion Getting raw material or data, immersing one's self in the problem to get background. Digestion Ruminating on the data acquired, turning it this way and that in the mind. Incubation Ceasing analysis and putting the problem out of conscious mind for a time. Illumination Often a sudden inspiration or intuitive revelation about a potential solution. Verification Studying the idea, evaluating it, and developing it for practical usefulness.
6. Wallas's Creative Process Preparation Gathering information Incubation Setting problem aside Illumination Seeing the solution Verification Refining the idea
7. Inputs To The Creative Process Preparation/Incubation/Illumination General Preplanning Input: Books, periodicals, trade publications, clipping services, journals, magazines, etc. Trends, developments in marketplace Product Specific Preplanning Input Qualitative and quantitative studies Problem detection studies Focus groups Ethnographic studies
8. Inputs to the Creative Process Working with Reading and the client analysis CREATIVE Trying the Listening PROCESS product to others Asking Product Questions research
9. Verification and Revision of Ideas Objectives: Evaluate ideas generated Reject inappropriate ideas Refine remaining ideas Give them final expression Techniques used: Directed focus groups Message communication studies Portfolio tests Viewer reaction profiles Use of Storyboards and Animatics
10. Commercials can be evaluated in storyboard form as part of the creative process
11. Advertising Campaigns Advertising Campaign A set of interrelated and coordinated integrated marketing communication activities that center on a particular theme or idea that appears in different media across a specified time period. Campaign Theme The central message that will be communicated in all of the various IMC activities Miller Lite “At a place called Miller time” BMW “The Ultimate Driving Machine” Chevy Trucks “Like a Rock”
12. Successful Long-Running Campaigns Nike Just do it Allstate Insurance You’re in good hands with Allstate Hallmark cards When you care enough to send the very best Budweiser This Bud’s for you Intel Intel inside State Farm Insurance Like a good neighbor, State Farm is there Chevy Trucks Like a rock Dial soap Aren’t you glad you use Dial?
13. This ad is part of a new advertising campaign theme for Miller Lite beer
14. Top Ten Advertising Slogans of the Century Company or Brand Campaign Theme 1. DeBeers Diamonds are forever 2. Nike Just do it 3. Coca-Cola The pause that refreshes 4. Miller Lite Taste great, less filling 5. Avis We try harder 6. Maxwell House Good to the last drop 7. Wheaties Breakfast of Champions 8. Clairol Does she or doesn’t she 9. Morton Salt When it rains it pours 10.Wendy’s Where’s the beef?
15. Copy Platform Outline 1. Basic problem or issue the advertising must address. 2. Advertising and communications objectives. 3. Target audience. 4. Major selling idea or key benefits to communicate. 5. Creative strategy statement (campaign theme, appeal, execution technique). 6. Supporting information and requirements.
16. Means of Finding Major Selling Ideas “The major selling idea should emerge as the strongest “The major selling idea should emerge as the strongest singular thing you say about your product or service. This singular thing you say about your product or service. This should be the claim with the broadest and most meaningful should be the claim with the broadest and most meaningful appeal to your target audience…” appeal to your target audience…” Using a unique selling position Creating a brand image Finding the inherent drama Positioning
17. Unique Selling Proposition Three characteristics of a unique selling proposition: Each advertisement makes a proposition to the customer It must be one the competition cannot or does not offer It must be strong enough to pull over new customers to the brand
18. An ad that uses a unique selling proposition
19. Creating a Brand Image Used when competing brands are so similar it is difficult to find or create a unique attribute The creativity strategy used to sell these products is based on a strong, memorable identity for the brand through image advertising Frequently used for products such as soft drinks, perfume, liquor, clothing, airlines.
20. No Fear’s advertising creates a unique image for the brand Source: Courtesy No Fear.
21. Creating a Brand Image David Ogilvy’s Approach Brand image or personality is particularly important when brands are similar Every ad must contribute to the complex symbol that is the brand image Leo Burnett’s Approach Find the inherent drama or characteristic of the product that makes consumers buy it “(Inherent drama) is often hard to find but it is always there, and once found it is the most interesting and believable of all advertising appeals.”
22. Approaches to the Major Selling Idea: Inherent Drama and Positioning Inherent Drama: Focus on consumer benefits with an emphasis on the dramatic element in expressing them Messages generally presented in a warm, emotional way Hallmark, Maytag, Kellogg Positioning: Establish a particular place in the customer’s mind for the product or service Based on product attributes/benefits, price/quality, use or application, type of user, problem solved
23. This ad helps position 3M as an innovative company
24. Burger King searches for the right ad campaign 76 Have it your way. 86-87 This is a Burger King town. 77-78 America loves burgers 87 The best food for fast and we’re America’s times. Burger King. 87-89 We do it like you’d do it. 78-80 Who’s got the best darn 89-91 Sometimes you gotta burger? break the rules. 80-82 Make it special. Make it 91-92 Your way. Right away. Burger King. 92-94 BK Tee Vee: I love this place! 82 Aren’t you hungry for Burger King now? 94 Back to basics 82-83 Battle of the burgers. 94-96 Get your burger’s worth. 83 Aren’t you hungry? 96-98 It just tastes better. 99 Go the distance 83-85 The big switch. 2000 Got the Urge 85-86 Search for Herb. 01-02 The Whopper Says 86-87 This is a Burger King town 02-03 At Burger King You Got It
Sunday, 6 September 2009
Pepsodent - A Successful Advertising Campaign
Successful Advertising Campaign
Brand: Pepsodent
Agency: Lowe
The Dishoom Dishoom success story
Pepsodent's home run upto 1998
Pepsodent's credentials of 'long lasting protection from germs for hours after brushing', enabled the brand to grow and differentiate itself powerfully vis a vis the market leader- Colgate Dental Cream.
From Process to End Benefit
1999-2000 Between 1999 and 2000, Pepsodent decided on a logical extension of the 'process' benefit of germ fighting to end benefits.This was an attempt to take on Colgate Dental Cream in its own territory, with a new formulation and new communication.
The Result
Weakening of all associations with the brand leading to dilution in Pepsodent's distinctiveness as a Germ Fighter.
The Challenge
2001 It was time to win back the distinctive edge- by appropriating once again the proposition of 'Long lasting Germ Protection' in consumers' minds. And Pepsodent had to also contend with a rejuvenated Colgate Dental Cream at the same time.
Creative Strategy followed by pepsodent
To heighten concern about germs and thereby leverage Pepsodent's core proposition in this context. Research helped identify several situations wherein a mother tends to show anxiety about her child's teeth .This helped us home in on the most relevant and provocative insight.
Insight :
Mothers worry about their childrens' eating habits, more so when they are out of her sight. They don't want to fight with them over this. But, if they don't do anything, they feel they are being irresponsible .
Advertising Idea:
Don't fight with your children over their 'out of control' eating . Let Pepsodent fight the germs for you.
Sweet food was used as a torture test to depict Pepsodent's efficacy at germ fighting. The sound mnemonic of Dishoom Dishoom was used to depict the conflict between the mother and child, and also, the action of Pepsodent on germs.
Results of the campaign (pepsodent campaign)
The Pepsodent mother became aspirational. Mothers using CDC were forced to sit up and pay attention to Pepsodent- a brand that understood them and addressed situations that they encountered in their day to day life. And Pepsodent gained back its edge of 'long lasting germ protection'.
Quantitative evidence of success
This was reflected in improvements in its market shares- an increase of 2.85 percent points between March 2001 and December 2001 (from 10.96% to 13.81%).Share increases were steady and consistent, with increasing GRP spend.
Brand: Pepsodent
Agency: Lowe
The Dishoom Dishoom success story
Pepsodent's home run upto 1998
Pepsodent's credentials of 'long lasting protection from germs for hours after brushing', enabled the brand to grow and differentiate itself powerfully vis a vis the market leader- Colgate Dental Cream.
From Process to End Benefit
1999-2000 Between 1999 and 2000, Pepsodent decided on a logical extension of the 'process' benefit of germ fighting to end benefits.This was an attempt to take on Colgate Dental Cream in its own territory, with a new formulation and new communication.
The Result
Weakening of all associations with the brand leading to dilution in Pepsodent's distinctiveness as a Germ Fighter.
The Challenge
2001 It was time to win back the distinctive edge- by appropriating once again the proposition of 'Long lasting Germ Protection' in consumers' minds. And Pepsodent had to also contend with a rejuvenated Colgate Dental Cream at the same time.
Creative Strategy followed by pepsodent
To heighten concern about germs and thereby leverage Pepsodent's core proposition in this context. Research helped identify several situations wherein a mother tends to show anxiety about her child's teeth .This helped us home in on the most relevant and provocative insight.
Insight :
Mothers worry about their childrens' eating habits, more so when they are out of her sight. They don't want to fight with them over this. But, if they don't do anything, they feel they are being irresponsible .
Advertising Idea:
Don't fight with your children over their 'out of control' eating . Let Pepsodent fight the germs for you.
Sweet food was used as a torture test to depict Pepsodent's efficacy at germ fighting. The sound mnemonic of Dishoom Dishoom was used to depict the conflict between the mother and child, and also, the action of Pepsodent on germs.
Results of the campaign (pepsodent campaign)
The Pepsodent mother became aspirational. Mothers using CDC were forced to sit up and pay attention to Pepsodent- a brand that understood them and addressed situations that they encountered in their day to day life. And Pepsodent gained back its edge of 'long lasting germ protection'.
Quantitative evidence of success
This was reflected in improvements in its market shares- an increase of 2.85 percent points between March 2001 and December 2001 (from 10.96% to 13.81%).Share increases were steady and consistent, with increasing GRP spend.
Process of successful advertising plan
Process of successful advertising plan
Many factors have to be considered when making an advertising plan. Like the type of message to be delivered, the audience to be targeted, how they should be targeted, budget, etc. all of which depends on the nature of the advertisement.
Regarding the type of message to be delivered, try thinking from the point of the customer. What will impress him and catch his fancy. Note down points what the customer expects from the company and what advantage will he have when dealing with the company. Effort should be made to retain viewer or listener’s or reader’s interest in the advertisement until the end. This procedure is known as message selection.
After creating the outline of the picture, pick lines that will actually attract the customer. The message shouldn’t be long enough to bore the customer. Some advertisers are under the illusion that more the matter written, the better the message delivered. Usually they fear that they don’t miss out any information. This does nothing but decreases the effectiveness of the ad and customer is left unsatisfied.
For example, the heading of the advertisement shouldn’t be just “We Sell Clothes”, which is too precise. The liking of the people should be studied and the headline should be designed such that the customer feels that his needs are met. It should also take into consideration seasonal changes like If the season at that time is summer and there are lots of beaches around that area, the heading of the ad should be something like “Summer Clothes for Sale” or “Get the heat off – Buy Swimwear”. The body of the advertisement should talk of the necessities to switch to summer clothes like cotton clothing. It should discuss the health point of view too, like cotton cannot be used as swimwear as it will cause contamination, therefore the swimwear is made of synthetic material. Also include lines about swimwear for overweight people.
Ads are either traffic builder or relationship builders or reputation builder. Suppose the budget involved is less, the target should be relationship builder. Because once the customers are established, they will start trusting the company and won’t switch to other companies. According to a research it takes ten percent less resources to retain existing customers than attracting new customer. If the focus is on brand recognition, the advertisement should be traffic building.
The next point is whether the advertiser wants quick results or long lasting results. If quick result is desired, then a time limit should be levied. Like in case of seasonal sales, the customer hurries to get advantage before the offer is over. So quick results are expected in this case. But the disadvantage with advertisement with time limit is that the customer are bound to forget about the product or the company within a short period and it doesn’t creates a deep impact on the minds of the customer.
Competing against rival company’s ad also contributes to a successful advertising plan. The power of the message should be compared to that of the competitors’. It doesn’t mean that the advertiser should use the same plan like his competitor, it would look like imitation and effectiveness will be decreased. But the advertisement should be planned smartly via a different and effective path, to out-do the competitor’s advertisement.
The description of the product is also very vital like suppose an advertisement is made for a restaurant, it will get customers immediately, if it is attractive. But if the advertisement is for a computer, it won’t yield immediate results, as it’s not every day that someone buys a computer. This is called analysis of the purchase cycle.
If targeting for a higher impact, newsletter is the best bet. But if the newsletters are sent to the real potential customers, then this approach should be adopted for message delivery. It should only be opted be after thorough analysis, no matter what the budget is. Another important point is to always hire a professional advertiser or an ad writer because not hiring one will sometimes be more expensive and results in more losses
Many factors have to be considered when making an advertising plan. Like the type of message to be delivered, the audience to be targeted, how they should be targeted, budget, etc. all of which depends on the nature of the advertisement.
Regarding the type of message to be delivered, try thinking from the point of the customer. What will impress him and catch his fancy. Note down points what the customer expects from the company and what advantage will he have when dealing with the company. Effort should be made to retain viewer or listener’s or reader’s interest in the advertisement until the end. This procedure is known as message selection.
After creating the outline of the picture, pick lines that will actually attract the customer. The message shouldn’t be long enough to bore the customer. Some advertisers are under the illusion that more the matter written, the better the message delivered. Usually they fear that they don’t miss out any information. This does nothing but decreases the effectiveness of the ad and customer is left unsatisfied.
For example, the heading of the advertisement shouldn’t be just “We Sell Clothes”, which is too precise. The liking of the people should be studied and the headline should be designed such that the customer feels that his needs are met. It should also take into consideration seasonal changes like If the season at that time is summer and there are lots of beaches around that area, the heading of the ad should be something like “Summer Clothes for Sale” or “Get the heat off – Buy Swimwear”. The body of the advertisement should talk of the necessities to switch to summer clothes like cotton clothing. It should discuss the health point of view too, like cotton cannot be used as swimwear as it will cause contamination, therefore the swimwear is made of synthetic material. Also include lines about swimwear for overweight people.
Ads are either traffic builder or relationship builders or reputation builder. Suppose the budget involved is less, the target should be relationship builder. Because once the customers are established, they will start trusting the company and won’t switch to other companies. According to a research it takes ten percent less resources to retain existing customers than attracting new customer. If the focus is on brand recognition, the advertisement should be traffic building.
The next point is whether the advertiser wants quick results or long lasting results. If quick result is desired, then a time limit should be levied. Like in case of seasonal sales, the customer hurries to get advantage before the offer is over. So quick results are expected in this case. But the disadvantage with advertisement with time limit is that the customer are bound to forget about the product or the company within a short period and it doesn’t creates a deep impact on the minds of the customer.
Competing against rival company’s ad also contributes to a successful advertising plan. The power of the message should be compared to that of the competitors’. It doesn’t mean that the advertiser should use the same plan like his competitor, it would look like imitation and effectiveness will be decreased. But the advertisement should be planned smartly via a different and effective path, to out-do the competitor’s advertisement.
The description of the product is also very vital like suppose an advertisement is made for a restaurant, it will get customers immediately, if it is attractive. But if the advertisement is for a computer, it won’t yield immediate results, as it’s not every day that someone buys a computer. This is called analysis of the purchase cycle.
If targeting for a higher impact, newsletter is the best bet. But if the newsletters are sent to the real potential customers, then this approach should be adopted for message delivery. It should only be opted be after thorough analysis, no matter what the budget is. Another important point is to always hire a professional advertiser or an ad writer because not hiring one will sometimes be more expensive and results in more losses
Wednesday, 2 September 2009
Sunday, 30 August 2009
127 advertising headlines
The Eugene Schwartz Headline Swipe File
This 19-page, 1.4 MB PDF contains 127 advertising headlines from one of the most successful ad writers in history...someone who's sold over a BILLION dollars worth of products, books and newsletters in dozens of different markets.
Very few direct marketers today even know of their existence...let alone have seen them.
This compilation has taken over a dozen hours of research and hundreds of dollars to put together. A corporate records researcher was also hired to ensure the 'provenance' of the ad copy as Gene Schwartz's...through verifying his name in corporate registrations.
Invest 20 minutes synthesizing these masterpieces. By the time you've finished, you'll know:
• How to structure the perfect "Try Before You Buy" headline offer
• How to push the HOT BUTTONS of a prospect in almost any market
• How to create a promise so large...it borders on the unbelievable...yet stays firmly on the ground of reality
• How to claim a MILLION dollar testing tool to use in your idea labJust follow this link to download
http://www.ultimate-online-swipe-file.com/download098cgi.htm
This 19-page, 1.4 MB PDF contains 127 advertising headlines from one of the most successful ad writers in history...someone who's sold over a BILLION dollars worth of products, books and newsletters in dozens of different markets.
Very few direct marketers today even know of their existence...let alone have seen them.
This compilation has taken over a dozen hours of research and hundreds of dollars to put together. A corporate records researcher was also hired to ensure the 'provenance' of the ad copy as Gene Schwartz's...through verifying his name in corporate registrations.
Invest 20 minutes synthesizing these masterpieces. By the time you've finished, you'll know:
• How to structure the perfect "Try Before You Buy" headline offer
• How to push the HOT BUTTONS of a prospect in almost any market
• How to create a promise so large...it borders on the unbelievable...yet stays firmly on the ground of reality
• How to claim a MILLION dollar testing tool to use in your idea labJust follow this link to download
http://www.ultimate-online-swipe-file.com/download098cgi.htm
Thursday, 27 August 2009
What is an Advertising Creative Brief?
What is an Advertising Creative Brief ?
The advertising campaign can be split into two main stages:
1. The brand-positioning stage (carried out, normally, by the account planning department)
2. The creative-concept stage (carried out, normally by the creative team - copywriter and art director).
There are other parts to the campaign (the background marketing work of the client, the initial meeting with client, production, perhaps research carried out by a specialist research company, and so on) but it is really the work of the account planner and the copywriter and art director that will determine the overall success of the campaign (from a purely advertising perspective) with the campaign’s audience.
The importance of the creative brief
The creative brief is essential because it is the main method of interwieving the brand-positioning stage, with the creative-concept stage, of the campaign. It is about ensuring that the final creative concept is rooted in branding-positioning thinking.
The account planner is in charge at this point. The creative brief outlines to the creative team the parameters in which they must work (from a brand-positioning perspective). But what the creative team do within these parameters is more-a-less up to them (the only real obstruction to total freedom being any possible concerns of the client). Although the account planner must be strict about laying down the parameters within the creative brief, at the same time the creative brief is, also, designed to get the best out of the creative team. Firstly, the account planner must provide useful and interesting background information to help the creative team along the way. And, secondly, and much harder to do (and more difficult to pin down - depending very much on the personality and the creative/intuitive skills of the account planner) the account planner must be able to add some really creative-inspiring ingredient that sparks off ideas within the creative team - right from the beginning (ensuring first, though, that the creative time understand, perfectly clearly, the brand-positioning goal of the ad).
So the creative brief should be:
First and foremost: very clear and succinct in the brand-positioning goal
Secondly, and importantly: provide useful and interesting background information
Thirdly (and the thing that can help to make the difference, at times, between a good and a great campaign): contain some really creative-inspiring ingredient.
The Creative Brief will be set out (more-a-less the same from one advertising agency to another) like this:
Background (to campaign)Here the account planner will give an overview of what is going on in the market; who the competition are; any useful information about the client; and so on.
Two important words here are Who and What. ‘Who is the audience?’. ‘What is our main message?’
Goal of Ad
How should the audience respond? What do you want them to do / think / feel?
Who is the audience?Expand upon this
What is our main message ?
Expand upon this
Rational and Emotional Reasons why the audience should act or believe in a certain way in their response to the campaign
Useful Information and Insights
In order to flesh things out
ScheduleWhat is needed from the creative team and when they need to do it by?
Client Service Checklist
Has everything being covered?
The advertising campaign can be split into two main stages:
1. The brand-positioning stage (carried out, normally, by the account planning department)
2. The creative-concept stage (carried out, normally by the creative team - copywriter and art director).
There are other parts to the campaign (the background marketing work of the client, the initial meeting with client, production, perhaps research carried out by a specialist research company, and so on) but it is really the work of the account planner and the copywriter and art director that will determine the overall success of the campaign (from a purely advertising perspective) with the campaign’s audience.
The importance of the creative brief
The creative brief is essential because it is the main method of interwieving the brand-positioning stage, with the creative-concept stage, of the campaign. It is about ensuring that the final creative concept is rooted in branding-positioning thinking.
The account planner is in charge at this point. The creative brief outlines to the creative team the parameters in which they must work (from a brand-positioning perspective). But what the creative team do within these parameters is more-a-less up to them (the only real obstruction to total freedom being any possible concerns of the client). Although the account planner must be strict about laying down the parameters within the creative brief, at the same time the creative brief is, also, designed to get the best out of the creative team. Firstly, the account planner must provide useful and interesting background information to help the creative team along the way. And, secondly, and much harder to do (and more difficult to pin down - depending very much on the personality and the creative/intuitive skills of the account planner) the account planner must be able to add some really creative-inspiring ingredient that sparks off ideas within the creative team - right from the beginning (ensuring first, though, that the creative time understand, perfectly clearly, the brand-positioning goal of the ad).
So the creative brief should be:
First and foremost: very clear and succinct in the brand-positioning goal
Secondly, and importantly: provide useful and interesting background information
Thirdly (and the thing that can help to make the difference, at times, between a good and a great campaign): contain some really creative-inspiring ingredient.
The Creative Brief will be set out (more-a-less the same from one advertising agency to another) like this:
Background (to campaign)Here the account planner will give an overview of what is going on in the market; who the competition are; any useful information about the client; and so on.
Two important words here are Who and What. ‘Who is the audience?’. ‘What is our main message?’
Goal of Ad
How should the audience respond? What do you want them to do / think / feel?
Who is the audience?Expand upon this
What is our main message ?
Expand upon this
Rational and Emotional Reasons why the audience should act or believe in a certain way in their response to the campaign
Useful Information and Insights
In order to flesh things out
ScheduleWhat is needed from the creative team and when they need to do it by?
Client Service Checklist
Has everything being covered?
Writing Persuasively
http://www%2eadslap%2ecom/podcasts/lousywriter/lousywriterrss%2exml
FREE E-BOOK: THE LOUSY WRITER'S GUIDE TO WRITING PERSUASIVELY
The secrets to writing persuasive copy to boost sales is revealed in The Lousy Writer's Guide to Writing Persuasively. Author Janice Jacobs reveals her time-tested strategies to write persuasive promotional copy to convert browsers into buyers.
FREE E-BOOK: THE LOUSY WRITER'S GUIDE TO WRITING PERSUASIVELY
The secrets to writing persuasive copy to boost sales is revealed in The Lousy Writer's Guide to Writing Persuasively. Author Janice Jacobs reveals her time-tested strategies to write persuasive promotional copy to convert browsers into buyers.
Sunday, 23 August 2009
Principles of Copywriting
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.
Include the minor details. 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 Demonstrate:
Use 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"
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.
Include the minor details. 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 Demonstrate:
Use 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"
Tuesday, 18 August 2009
Some Books & EBooks on CopyWriting
Copywriting Ebooks and Books
THE CRAFT OF COPYWRITING
JUNE A VALLADARES Creative Consultant, Pune
Published : June 2000
Pages : 288 Size : Crown: 7" x 10"
Imprint : Response Books
Cloth Paper
India, Nepal, Bhutan (INR) Rs 475
Pakistan, Bangladesh, Sri Lanka and the Maldives (USD) $ 12
ISBN 9780761994244
Add to cart
About the Book
Written by a professional copywriter and trainer who rose to become the creative director of one of India`s leading advertising agency, this unique book provides provides an insider`s insight into the nuances of copywriting. Using a direct and anecdotal style, June Valladares shares her experience and `secrets` that made her an acclaimed copywriting professional. This book is designed as a step-by-step guide to writing advertising copy that sells with each chapter serving as a building block for the next. A unique feature of the book is the inclusion of `guest` pieces by some of India`s advertising `greats`, such as Gerson da Cunha, Alyque Padamsee, Roda Mehta and Frank Simoes.
EFFECTIVE ADVERTISING
Understanding When, How, and Why Advertising Works
GERARD J TELLIS University of Southern California
A South Asian Reprint!
Save!
Published : March 2004
Pages : 214 Size : Demy: 5.5" x 8.5"
Imprint : Response Books
Cloth Paper
India, Nepal, Bhutan (INR) Rs 350
Pakistan, Bangladesh, Sri Lanka and the Maldives (USD) $ 9
ISBN 9788178293707
Originally priced at $ 97.95 (cloth) and $ 50.95 (paper)!. Sales rights restricted to South Asia only!
Add to cart
About the Book
Effective Advertising evaluates and summarizes an extensive body of research on advertising effectiveness. The primary focus of the book is on the immediate and carryover effects of advertising on consumer choice, sales and market share. The book further reviews research on the rich variety of ad appeals and suggests which appeals work, explaining when, how, and why they work.
PLANNING FOR POWER ADVERTISING
A User`s Manual for Students and Practitioners
ANAND BHASKAR HALVE Chlorophyll Brand and Communications Consultancy, Mumbai
Published : September 2005
Pages : 264 Size : Crown: 7" x 10"
Imprint : Response Books
Cloth Paper
India, Nepal, Bhutan (INR) Rs 450
Pakistan, Bangladesh, Sri Lanka and the Maldives (USD) $ 11
ISBN 9780761933540
Add to cart
About the Book
This book is a step-by-step guide to producing a sound foundation for advertising: one that will serve as the springboard to inspire powerful creative expression. Rich in cases from the evolving Indian context, Planning for Power Advertising offers an understanding of how strategic advertising is created. It takes the reader through cases and analyses of what worked or did not work in the marketplace. Anand Halve involves the reader throughout in exercises with Action Points at the end of most chapters—an approach that brings alive the concepts within, and helps readers discover the theory in practice.
For advertising professionals, this is a manual to create a robust advertising brief. For students of advertising and marketing, Planning for Power Advertising is a simulation exercise from which they will learn how to apply the principles that will help them in their future careers. And for professionals in areas related to advertising—such as media, event management and PR—this book provides an insight into how the strategic underpinning of advertising is built
ADVERTISING BASICS!
A Resource Guide for Beginners
J V VILANILAM Professor Emeritus in Communication and Retired Vice-Chancellor, University of Kerala
A K VARGHESE Executive Creative Director, Percept Advertising, New Delhi
Published : January 2004
Pages : 216 Size : Royal: 6" x 9"
Imprint : Response Books
Cloth Paper
India, Nepal, Bhutan (INR) Rs 350
Pakistan, Bangladesh, Sri Lanka and the Maldives (USD) $ 9
ISBN 9780761998105
Add to cart
About the Book
Advertising Basics! is a one-stop resource for anyone who wishes to understand and unravel the exciting world of advertising. Beginning from the basics, the book uses a simple commonsense approach to explain everything one wants to know about advertising and how the industry works on a daily basis.
The book begins with a brief history which gives the reader an understanding of how advertising has evolved from the way it was practiced earlier in the teeming bazaars to its sophisticated and technologically advanced avatar today. The authors then discuss each aspect of the advertising industry in detail, giving pointers, suggestions and in-depth analysis of how things work in each department.
Some of the highlights of this text are:
- A holistic introduction which gives the reader a pan-industry perspective of advertising.
- The nitty-gritties of copywriting for the main media-newspapers, magazines, radio, film, television and the Internet.
- Detailed chapters on advertising agencies, client servicing and the creative aspects of advertising.
- Pointers on how to conduct an advertising campaign.
- Numerous advertisements which illustrate the theory and examples used in the book.
- Tips on how to select an advertising agency and in what circumstances the agency should be changed.
- A simple, approachable and anecdotal style of writing which the reader will enjoy.
Marcia's Makeovers: 24 Press Releases Transformed from So-So to Sizzling
$69.95
Marcia's Makeovers: 24 Press Releases Transformed from So-So to Sizzling
This ebook contains some exceptional commentary plus “before and after” versions of press releases. Each of the 24 releases featured has its own flaws. Publicity pro Marcia Yudkin shows you the all-to-common mistakes made in each release, plus how to fix them. This ebook is practical, immediately useful, easy-to-read, and quick to implement. Considering the enormous amount of sales you can generate from free publicity after reading this book, the price is a steal!
________________________________________
The Unwritten Rules of Copywriting
by Dominic GettinsCopywriting is not taught in marketing departments or ad agencies, yet millions of dollars hang on its success or failure. But can a creative act be taught? Can you apply rules? Dominic Gettins believes so. In The Unwritten Rules of Copywriting he divides the process of writing copy into eight practical steps:
1. Know your target
2. Do your research
3. Answer the brief
4. Be relevant
5. Be objective
6. Keep it simple
7. Know your medium
8. Be ambitious
And they work. They are a proven success when used on courses and workshops, as well as in many successful advertising campaigns. Now you can apply them to your own work. If you`re a seasoned copywriter this is a valuable source of ideas, quotes and examples reflecting the modern role of copy in advertising. If you`re netirely new to the skill, you`ll find rock-solid principles and the guidance you need to survive. And if you simply want to improve your written communication in the office, apply these rules and you`ll be amazed at the improvement.
________________________________________
Words That Work
The Brooks Group$29-$877
Words That Work
by The Brooks Group
Even if your presentations, ads and sales letters are doing okay, it will be impossible not to lift your sales and communication effectiveness to new heights when you start using the exact words and phrases revealed within these special reports. This revolutionary personalized information on sales and marketing persuasion takes into account the psychological profiling of specific professions, and produces such extraordinarily effective results.
Tested sales dialogue, power words, copywriting formulas and motivational techniques that have been psychologically tailored to each of 38 separate occupations - and proven to work! Because what's important to a doctor is different from what's important to an architect or accountant, their psychological buying processes are not the same. They have entirely different sets of "hot buttons" and "emotional triggers."
Get specific reports for each of over 38 different industries. Pick and choose the reports that work best for you.
________________________________________
Power Copywriting: Dynamic New Communications Techniques to Help You Sell More Products and Servicesby Herschell Gordon Lewis
Pages and pages of sophisticated tips, secrets, and wisdom served to you in bite size chunks. A book not really meant for the novice because it presumes the reader can really tell the difference between a feature and a benefit and already understands all the basics. This book builds upon the basics.
This advanced copywriting book has professionals and wannabees singing its praises.
________________________________________
The Craft of Copywriting: How to Write Great Copy That Sells
by Alastair Crompton
From a true legend in the copywriting industry comes this masterpiece by Alastair Crompton. As a former copywriter for Ogilvy & Mather, Crompton created copy for popular products like Volkswagen and Heinz.
In this book, he teaches you the techniques he used to create phenomenal copywriting that catapulted some of today's largest corporations into the limelight.
________________________________________
The Copywriter's Handbook
by Robert W. Bly
An incredibly useful resource for budding, and even experienced, copywriters. Bly covers the writing of print ads, direct mail, brochures, catalogues, public-relations material, trade-journal articles, speeches, newsletters, commercials, and more. But equally informative is the substantial amount of space that he devotes to the copywriting business, in which he offers guidance in setting up a freelance copywriting business, getting hired by an ad agency, and hiring and working with copywriters (this section also includes a chapter on graphic design for copywriters).
________________________________________
The Elements of Copywriting: The Essential Guide to Creating Copy That Gets the Results You Want
by Gary Blake and Robert BlyA straightforward, well-organized guide to writing "copy intended to sell": ads, direct mail, brochures, catalogs, press releases, press kits, audiovisual promotions, website material, and the like. Copywriting is different from any other writing, business or otherwise. Redundancy that reiterates. Superlatives! "Quotation marks." Sentence fragments. That's what sells. While Blake and Bly address each copywriting task individually, there are some rules that apply across the board: focus on the customer, not the product; use a conversational, friendly tone; use simple words and short sentences; and close with a "call to action" (involving the use of a coupon, website address, toll-free number, etc.). If you have to choose between being clever and obscure or simple and straightforward be the latter. You may not win any advertising awards, but at least you'll sell some merchandise." (PLEASE NOTE: If you own Bly's The Copywriter's Handbook: while there is much original material here, a substantial part of The Elements of Copywriting is reprinted here, slightly paraphrased.)
________________________________________
Advertising Copywriting
by Philip Ward Burton
From what copywriting actually is to where the copywriter fits on the marketing team to working with the art director to actually developing award-winning copywriting pieces - you'll get a complete education about advertising copywriting from this book of the same name.
Headlines, body copy, local ads, fashion copywriting, direct response and more. This is an exceptionally complete copywriting manual.
________________________________________
Teach Yourself Copywriting
by J. Jonathan Gabay
Copywriters need the ability to get their message across in a host of different mediums. Fully revised for today's practical copywriting requirements, "Teach Yourself Copywriting" reveals some of advertising's greatest creative secrets. From planning to implementation, it guides readers step-by-step through copywriting skills for a range of disciplines, including the most up-to-date information on the Internet, radio and TV, business-to-business, public relations, recruitment, and charities. Featured are practical exercises, summaries, and quick tips that allow readers to practice their skills, along with a list of useful addresses.
________________________________________
Words That Sell
by Richard Bayan
Listing more than 2,500 high-powered words, phrases, and slogans, "Words That Sell" is the ultimate reference for anyone who needs instant access to the key words that make the difference in selling. Arranged by category for handy reference, it covers everything from "snappy transitions" to "knocking the competition," from "grabbers" to "clinchers." There are 62 ways to say "exciting" alone; 57 variations on "reliable"! Whether you are selling ideas or widgets, Words That Sell guarantees the expert sales professional an expanded, rejuvenated repertoire and the novice a feeling of confidence.
________________________________________
More Words That Sell
by Richard Bayan
"More Words That Sell" is packed with 3,500 high-powered, idea-generating words, phrases, and slogans, arranged by category and purpose (example categories include Power Words, Sounds, Technology, Youth Market, and dozens more). Containing checklists and other helpful features like its best selling predecessor "Words That Sell"--but with literally no overlapping words--it will be valuable for devotees of that classic book and new fans.
THE CRAFT OF COPYWRITING
JUNE A VALLADARES Creative Consultant, Pune
Published : June 2000
Pages : 288 Size : Crown: 7" x 10"
Imprint : Response Books
Cloth Paper
India, Nepal, Bhutan (INR) Rs 475
Pakistan, Bangladesh, Sri Lanka and the Maldives (USD) $ 12
ISBN 9780761994244
Add to cart
About the Book
Written by a professional copywriter and trainer who rose to become the creative director of one of India`s leading advertising agency, this unique book provides provides an insider`s insight into the nuances of copywriting. Using a direct and anecdotal style, June Valladares shares her experience and `secrets` that made her an acclaimed copywriting professional. This book is designed as a step-by-step guide to writing advertising copy that sells with each chapter serving as a building block for the next. A unique feature of the book is the inclusion of `guest` pieces by some of India`s advertising `greats`, such as Gerson da Cunha, Alyque Padamsee, Roda Mehta and Frank Simoes.
EFFECTIVE ADVERTISING
Understanding When, How, and Why Advertising Works
GERARD J TELLIS University of Southern California
A South Asian Reprint!
Save!
Published : March 2004
Pages : 214 Size : Demy: 5.5" x 8.5"
Imprint : Response Books
Cloth Paper
India, Nepal, Bhutan (INR) Rs 350
Pakistan, Bangladesh, Sri Lanka and the Maldives (USD) $ 9
ISBN 9788178293707
Originally priced at $ 97.95 (cloth) and $ 50.95 (paper)!. Sales rights restricted to South Asia only!
Add to cart
About the Book
Effective Advertising evaluates and summarizes an extensive body of research on advertising effectiveness. The primary focus of the book is on the immediate and carryover effects of advertising on consumer choice, sales and market share. The book further reviews research on the rich variety of ad appeals and suggests which appeals work, explaining when, how, and why they work.
PLANNING FOR POWER ADVERTISING
A User`s Manual for Students and Practitioners
ANAND BHASKAR HALVE Chlorophyll Brand and Communications Consultancy, Mumbai
Published : September 2005
Pages : 264 Size : Crown: 7" x 10"
Imprint : Response Books
Cloth Paper
India, Nepal, Bhutan (INR) Rs 450
Pakistan, Bangladesh, Sri Lanka and the Maldives (USD) $ 11
ISBN 9780761933540
Add to cart
About the Book
This book is a step-by-step guide to producing a sound foundation for advertising: one that will serve as the springboard to inspire powerful creative expression. Rich in cases from the evolving Indian context, Planning for Power Advertising offers an understanding of how strategic advertising is created. It takes the reader through cases and analyses of what worked or did not work in the marketplace. Anand Halve involves the reader throughout in exercises with Action Points at the end of most chapters—an approach that brings alive the concepts within, and helps readers discover the theory in practice.
For advertising professionals, this is a manual to create a robust advertising brief. For students of advertising and marketing, Planning for Power Advertising is a simulation exercise from which they will learn how to apply the principles that will help them in their future careers. And for professionals in areas related to advertising—such as media, event management and PR—this book provides an insight into how the strategic underpinning of advertising is built
ADVERTISING BASICS!
A Resource Guide for Beginners
J V VILANILAM Professor Emeritus in Communication and Retired Vice-Chancellor, University of Kerala
A K VARGHESE Executive Creative Director, Percept Advertising, New Delhi
Published : January 2004
Pages : 216 Size : Royal: 6" x 9"
Imprint : Response Books
Cloth Paper
India, Nepal, Bhutan (INR) Rs 350
Pakistan, Bangladesh, Sri Lanka and the Maldives (USD) $ 9
ISBN 9780761998105
Add to cart
About the Book
Advertising Basics! is a one-stop resource for anyone who wishes to understand and unravel the exciting world of advertising. Beginning from the basics, the book uses a simple commonsense approach to explain everything one wants to know about advertising and how the industry works on a daily basis.
The book begins with a brief history which gives the reader an understanding of how advertising has evolved from the way it was practiced earlier in the teeming bazaars to its sophisticated and technologically advanced avatar today. The authors then discuss each aspect of the advertising industry in detail, giving pointers, suggestions and in-depth analysis of how things work in each department.
Some of the highlights of this text are:
- A holistic introduction which gives the reader a pan-industry perspective of advertising.
- The nitty-gritties of copywriting for the main media-newspapers, magazines, radio, film, television and the Internet.
- Detailed chapters on advertising agencies, client servicing and the creative aspects of advertising.
- Pointers on how to conduct an advertising campaign.
- Numerous advertisements which illustrate the theory and examples used in the book.
- Tips on how to select an advertising agency and in what circumstances the agency should be changed.
- A simple, approachable and anecdotal style of writing which the reader will enjoy.
Marcia's Makeovers: 24 Press Releases Transformed from So-So to Sizzling
$69.95
Marcia's Makeovers: 24 Press Releases Transformed from So-So to Sizzling
This ebook contains some exceptional commentary plus “before and after” versions of press releases. Each of the 24 releases featured has its own flaws. Publicity pro Marcia Yudkin shows you the all-to-common mistakes made in each release, plus how to fix them. This ebook is practical, immediately useful, easy-to-read, and quick to implement. Considering the enormous amount of sales you can generate from free publicity after reading this book, the price is a steal!
________________________________________
The Unwritten Rules of Copywriting
by Dominic GettinsCopywriting is not taught in marketing departments or ad agencies, yet millions of dollars hang on its success or failure. But can a creative act be taught? Can you apply rules? Dominic Gettins believes so. In The Unwritten Rules of Copywriting he divides the process of writing copy into eight practical steps:
1. Know your target
2. Do your research
3. Answer the brief
4. Be relevant
5. Be objective
6. Keep it simple
7. Know your medium
8. Be ambitious
And they work. They are a proven success when used on courses and workshops, as well as in many successful advertising campaigns. Now you can apply them to your own work. If you`re a seasoned copywriter this is a valuable source of ideas, quotes and examples reflecting the modern role of copy in advertising. If you`re netirely new to the skill, you`ll find rock-solid principles and the guidance you need to survive. And if you simply want to improve your written communication in the office, apply these rules and you`ll be amazed at the improvement.
________________________________________
Words That Work
The Brooks Group$29-$877
Words That Work
by The Brooks Group
Even if your presentations, ads and sales letters are doing okay, it will be impossible not to lift your sales and communication effectiveness to new heights when you start using the exact words and phrases revealed within these special reports. This revolutionary personalized information on sales and marketing persuasion takes into account the psychological profiling of specific professions, and produces such extraordinarily effective results.
Tested sales dialogue, power words, copywriting formulas and motivational techniques that have been psychologically tailored to each of 38 separate occupations - and proven to work! Because what's important to a doctor is different from what's important to an architect or accountant, their psychological buying processes are not the same. They have entirely different sets of "hot buttons" and "emotional triggers."
Get specific reports for each of over 38 different industries. Pick and choose the reports that work best for you.
________________________________________
Power Copywriting: Dynamic New Communications Techniques to Help You Sell More Products and Servicesby Herschell Gordon Lewis
Pages and pages of sophisticated tips, secrets, and wisdom served to you in bite size chunks. A book not really meant for the novice because it presumes the reader can really tell the difference between a feature and a benefit and already understands all the basics. This book builds upon the basics.
This advanced copywriting book has professionals and wannabees singing its praises.
________________________________________
The Craft of Copywriting: How to Write Great Copy That Sells
by Alastair Crompton
From a true legend in the copywriting industry comes this masterpiece by Alastair Crompton. As a former copywriter for Ogilvy & Mather, Crompton created copy for popular products like Volkswagen and Heinz.
In this book, he teaches you the techniques he used to create phenomenal copywriting that catapulted some of today's largest corporations into the limelight.
________________________________________
The Copywriter's Handbook
by Robert W. Bly
An incredibly useful resource for budding, and even experienced, copywriters. Bly covers the writing of print ads, direct mail, brochures, catalogues, public-relations material, trade-journal articles, speeches, newsletters, commercials, and more. But equally informative is the substantial amount of space that he devotes to the copywriting business, in which he offers guidance in setting up a freelance copywriting business, getting hired by an ad agency, and hiring and working with copywriters (this section also includes a chapter on graphic design for copywriters).
________________________________________
The Elements of Copywriting: The Essential Guide to Creating Copy That Gets the Results You Want
by Gary Blake and Robert BlyA straightforward, well-organized guide to writing "copy intended to sell": ads, direct mail, brochures, catalogs, press releases, press kits, audiovisual promotions, website material, and the like. Copywriting is different from any other writing, business or otherwise. Redundancy that reiterates. Superlatives! "Quotation marks." Sentence fragments. That's what sells. While Blake and Bly address each copywriting task individually, there are some rules that apply across the board: focus on the customer, not the product; use a conversational, friendly tone; use simple words and short sentences; and close with a "call to action" (involving the use of a coupon, website address, toll-free number, etc.). If you have to choose between being clever and obscure or simple and straightforward be the latter. You may not win any advertising awards, but at least you'll sell some merchandise." (PLEASE NOTE: If you own Bly's The Copywriter's Handbook: while there is much original material here, a substantial part of The Elements of Copywriting is reprinted here, slightly paraphrased.)
________________________________________
Advertising Copywriting
by Philip Ward Burton
From what copywriting actually is to where the copywriter fits on the marketing team to working with the art director to actually developing award-winning copywriting pieces - you'll get a complete education about advertising copywriting from this book of the same name.
Headlines, body copy, local ads, fashion copywriting, direct response and more. This is an exceptionally complete copywriting manual.
________________________________________
Teach Yourself Copywriting
by J. Jonathan Gabay
Copywriters need the ability to get their message across in a host of different mediums. Fully revised for today's practical copywriting requirements, "Teach Yourself Copywriting" reveals some of advertising's greatest creative secrets. From planning to implementation, it guides readers step-by-step through copywriting skills for a range of disciplines, including the most up-to-date information on the Internet, radio and TV, business-to-business, public relations, recruitment, and charities. Featured are practical exercises, summaries, and quick tips that allow readers to practice their skills, along with a list of useful addresses.
________________________________________
Words That Sell
by Richard Bayan
Listing more than 2,500 high-powered words, phrases, and slogans, "Words That Sell" is the ultimate reference for anyone who needs instant access to the key words that make the difference in selling. Arranged by category for handy reference, it covers everything from "snappy transitions" to "knocking the competition," from "grabbers" to "clinchers." There are 62 ways to say "exciting" alone; 57 variations on "reliable"! Whether you are selling ideas or widgets, Words That Sell guarantees the expert sales professional an expanded, rejuvenated repertoire and the novice a feeling of confidence.
________________________________________
More Words That Sell
by Richard Bayan
"More Words That Sell" is packed with 3,500 high-powered, idea-generating words, phrases, and slogans, arranged by category and purpose (example categories include Power Words, Sounds, Technology, Youth Market, and dozens more). Containing checklists and other helpful features like its best selling predecessor "Words That Sell"--but with literally no overlapping words--it will be valuable for devotees of that classic book and new fans.
Some Great Ad-men (names) some great ad-campaigns
The 1960’s and early 70’s came to be known as the Age of Persuasion in the history of advertising. Some of the other great names belonging to this age are :
John Noble
Phyllis Robinson
Julian Koenig,
Helmut Krone
David Abbott
Ed McCabe and many others….
Some of the creative triumphs of this period were the
Avis
Polaroid and
Chivas Regal
Ads
You have to know a little about each of the above great and writers and collect and study the ad campaigns of Avis Polaroid and Chivas Regal alongwith all possible related information on them.
John Noble
Phyllis Robinson
Julian Koenig,
Helmut Krone
David Abbott
Ed McCabe and many others….
Some of the creative triumphs of this period were the
Avis
Polaroid and
Chivas Regal
Ads
You have to know a little about each of the above great and writers and collect and study the ad campaigns of Avis Polaroid and Chivas Regal alongwith all possible related information on them.
Revised Syllabus
Download the original attachment
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
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
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