Copywriting Notes 2023 PDF

Copywriting TYBAMMC SEM V Revised syllabus 2023-24 Edition III By: Dr Hanif Lakdawala Only for students reference, not for commercial...

Copywriting TYBAMMC SEM V Revised syllabus 2023-24 Edition III By: Dr Hanif Lakdawala Only for students reference, not for commercial purpose [email protected] By: Dr M H Lakdawala [email protected] 1 MODULE 1-1 Introduction to Copywriting Basics of copy writing What is Copywriting? In advertising, copy refers to the written content or text used in advertisements. It includes the headlines, taglines, slogans, body text, and any other written content used to promote a product, service, or idea. The goal of the copy is to persuade and influence the target audience to take a specific action, such as purchasing a product or signing up for a service. Effective copy is clear, concise, and engaging, and it often includes persuasive language and calls to action. Copywriters are the professionals who write copy for advertisements, and their job is to create content that resonates with the target audience and drives desired results. Copy is a crucial element of advertising, as it is the main way that advertisers communicate with their target audience. It is responsible for conveying the message of the advertisement and convincing the audience to take the desired action. Good copy is often characterized by its ability to capture the reader's attention, create interest, and provoke an emotional response. WORDS HAVE THE POWER TO INFLUENCE READERS’ PERCEPTIONS OF MESSAGES WHAT IS COPY? In advertising, copy refers to the text, or words, used in an advertisement. The body copy is the actual paragraphs of supporting text adding additional facts and benefits to the headline and greater concept, in the instance of a print ad. Where a television ad is concerned, the body copy would manifest in dialogue, the announcer's script, etc. By: Dr M H Lakdawala [email protected] 2 Overall, a good copywriter of advertising copy is a creative, strategic thinker who has excellent writing skills, a deep understanding of marketing principles, and the ability to work collaboratively and efficiently. Responsibility or characteristics a copywriter: Attributes of a copy writer A copywriter verbalizes concepts in ways that inform audiences and move them to action. Their words define brands and become part of our cultural language. They play a vital role in all advertising agencies world-wide, creating the language that drives consumerism. Copywriting is probably the most creative and demanding branch of writing. You start with a blank sheet of paper. You may have only a couple of days to meet the client’s deadline. And your work could be read by millions of people. Distinguishing good copywriters from average copywriters involves looking at more than just the work that he or she produces. You have to take into account the entire copywriting process from receiving the brief, conceptualizing, to the finished product. Attitude and personality to are as important as their writing skill. A good copywriter of advertising copy possesses a unique set of skills and attributes, including: 1. Creativity: The ability to generate fresh and original ideas is an essential attribute for a good copywriter. They need to be able to think outside the box and create copy that is attention-grabbing and unique. 2. Writing skills: A good copywriter must have excellent writing skills. They should be able to write in a clear, concise, and engaging manner that captures the reader's attention and persuades them to take action. 3. Marketing knowledge: A good copywriter must have a deep understanding of marketing and advertising principles. They should know how to target specific audiences and how to create copy that appeals to their needs and desires. 4. Attention to detail: A good copywriter must have a keen eye for detail. They need to be meticulous in their work and ensure that every word and sentence is perfect. 5. Research skills: A good copywriter must have strong research skills. They need to be able to gather information on the product or service they are promoting and the target audience they are trying to reach. By: Dr M H Lakdawala [email protected] 3  6. Adaptability: A good copywriter must be able to adapt to different writing styles and tones, depending on the project they are working on. They should be comfortable writing in different voices, from humorous to serious. 7. Collaboration: A good copywriter must be able to work well with others, including designers, account executives, and clients. They need to be open to feedback and willing to make changes to their work. 8. Time management: A good copywriter must be able to work efficiently and meet deadlines. They need to be able to manage their time effectively, prioritize tasks, and work under pressure. 9. Good Readers: Copywriters are avid readers. They engage in the reading of many subjects and genres. They have a keen interest in the written word. 10. Trendy: They are always on the lookout for the latest trends and happenings in the world, so they can keep up to date. 11. Disciplined: They are experts at multi-tasking. Their ability to think outside the box allows them to take on many projects simultaneously and not miss a deadline. TEN TIMEL ES S PERS UAS IVE COPY WRITING TECHNIQUES Persuasion is generally an exercise in creating a win-win situation. Copy writer present a case that others find beneficial to agree with. You make them an offer they can’t refuse, but not in the manipulative sense. It’s simply a good deal or a position that makes sense to that particular person. But there ARE techniques that can make your job easier and your case more compelling. While this list is in no way comprehensive, these 10 strategies are used quite a bit because they work. 1. Repetition: It is critical in persuasive writing, since a person can’t agree with you if they don’t truly get what you’re saying. Of course, there’s good repetition and bad. To stay on the good side, make your point in several different ways, such as directly, using an example, in a story, via a quote from a famous person, and once more in your summary. 2. Reasons why: Remember the power of the word because. Psychological studies have shown that people are more likely to comply with a request if you simply give them a reason why… even if that reason makes no sense. The strategy itself does make sense if you think about it. We don’t like to be told things or asked to take action without a reasonable explanation. When you need people to be receptive to your line of thinking, always give reasons why. By: Dr M H Lakdawala [email protected] 4  3. Consistency: It’s been called the “hobgoblin of little minds,” but consistency in our thoughts and actions is a valued social trait. We don’t want to appear inconsistent, since, whether fair or not, that characteristic is associated with instability and flightiness, while consistency is associated with integrity and rational behavior. Use this in your writing by getting the reader to agree with something up front that most people would have a hard time disagreeing with. Then rigorously make your case, with plenty of supporting evidence, all while relating your ultimate point back to the opening scenario that’s already been accepted. 4. Social proof: looking for guidance from others as to what to do and what to accept is one of the most powerful psychological forces in our lives. It can determine whether we deliver aid to a person in need, and it can determine whether we muster the courage to kill ourselves. Obvious examples of social proof can be found in testimonials and outside referrals, and it’s the driving force behind social media. But you can also casually integrate elements of social proof in your writing, ranging from skillful alignment with outside authorities to blatant name dropping. 5. Comparisons: Metaphors, similes and analogies are the persuasive writer’s best friends. When you can relate your scenario to something that the reader already accepts as true, you’re well on your way to convincing someone to see things your way. But comparisons work in other ways too. Sometimes you can be more persuasive by comparing apples to oranges (to use a tired but effective metaphor). Don’t compare the price of your home study course to the price of a similar course—compare it to the price of a live seminar or your hourly consulting rate. 6. Agitate and solve: This is a persuasion theme that works as an overall approach to making your case. First, you identify the problem and qualify your audience. Then you agitate the reader’s pain before offering your solution as the answer that will make it all better. The agitation phase is not about being sadistic; it’s about empathy. You want the reader to know unequivocally that you understand his problem because you’ve dealt with it and/or are experienced at eliminating it. The credibility of your solution goes way up if you demonstrate that you truly feel the prospect’s pain. 7. Prognosticate: Another persuasion theme involves providing your readers with a glimpse into the future. If you can convincingly present an extrapolation of current events into likely future outcomes, you may as well have a license to print money. This entire strategy is built on credibility. If you have no idea what you’re talking about, you’ll end up looking foolish. By: Dr M H Lakdawala [email protected] 5  But if you can back up your claims with your credentials or your obvious grasp of the subject matter, this is an extremely persuasive technique. 8. Go Tribal: Despite our attempts to be sophisticated, evolved beings, we humans are exclusionary by nature. Give someone a chance to be a part of a group that they want to be in—whether that be wealthy, or hip, or green, or even contrarian—and they’ll hop on board whatever train you’re driving. This is the technique used in the greatest sales letter ever written. Find out what group people want to be in, and offer them an invitation to join while seemingly excluding others. 9. Address objections: If you present your case and someone is left thinking “yeah, but…”, well, you’ve lost. This is why direct marketers use long copy—it’s not that they want you to read it all, it’s that they want you to read enough until you buy. Addressing all the potential objections of at least the majority of your readers can be tough, but if you really know your subject the arguments against you should be fairly obvious. If you think there are no reasonable objections to your position, you’re in for a shock if you have comments enabled. 10. Storytelling: Storytelling is really a catch-all technique—you can and should use it in combination with any and all of the previous nine strategies. But the reason why storytelling works so well lies at the heart of what persuasion really is. Stories allow people to persuade themselves, and that’s what it’s really all about. You might say that we never convince anyone of anything—we simply help others independently decide that we’re right. Do everything you can to tell better stories, and you’ll find that you are a terribly persuasive person. PRINCIPLES OF COPYWRITING 1. You Vs We: Good copywriters will always focus on what benefits YOU will enjoy as the purchaser, not what features WE, as the company, are providing. So, to create effective advertising copy using the words ‘you’ and ‘your’ a lot and using ‘our’ and ‘we’ or ‘us’ less often is a good rule to employ. It keeps the copywriter focused on the reader rather than switching the focus back to the business. Effective sales copy must always: focus on the reader play on their hopes and fears and explain how the product or service will address them highlight the benefits of the product or service the purchaser will enjoy By: Dr M H Lakdawala [email protected] 6  2. WAYS: This is the least well-known of the copywriting principles explained here. Its basic premise is that copywriters should Write As You Speak. Most people do not want to be wowed with vocabulary they’ve never heard before, confused by complex sentence construction or amazed by literary style. In most circumstances the best way to approach writing sales copy is to write as you would speak to someone in a friendly, face-to-face conversation. So, the copywriter should concentrate on: keeping it simple giving the facts needed to make an informed decision keeping the prospect’s question ‘What’s in it for me?’ in mind showing the benefits engaging his emotions creating an image in the prospect’s mind addressing his concerns 3. Use Attention Getting Headlines: For example – print ad for DHL uses only one word as it’s headline – “URGENT”, which is underlined in red, and is enough to attract anyone’s attention. Star TV print ad for The Big Fight does not use words, but uses a pair of boxing gloves as headline. 4. 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. The ad for Maruti N2N fleet solutions uses the headline “ Who says managing a huge fleet of company cars is hard work? This is followed by the lead paragraph which explains how Maruti N2N works 5. 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. 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. By: Dr M H Lakdawala [email protected] 7  6. 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. 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. 7. 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. 8. 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. Many ads for financial services use fear to motivate their target.For example in the ad for New India Assurance – Shop Owners Policy, a shop owner imagines a riot occurring near his shop, which causes damage to his shop I.e. the physical property. Thus fear is used to motivate shop owners to get their shops insured under the policy offered by NIA. 9. 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. Ex: 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…” 10. 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. 11. Use Photo's to Demonstrate: Use photos to demonstrate your product or service. If used correctly a picture really is worth a thousand words. Ads for cosmetics generally use photographs to demonstrate the benefits of using the product – smooth skin, fairness, etc. 12. 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 ad for Toyota Qualis uses arrows to draw the readers’ By: Dr M H Lakdawala [email protected] 8  attention to the unique features of the vehicle such as integrated bumper; wood finishes paneling, captain seats, etc. 13. Offer Testimonials : Offer short, reputable testimonials. People want to hear what others have to say about your product or service. Diana Hayden – Miss World 1996 offers testimonial for Loreal Hair color. 14. Create a Memorable Logo: Create a simple, but memorable logo or custom graphic that your visitor can easily relate to your product or service. Examples: McDonald Golden Arches 15. 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…. 16. 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. Ex: Service – ICICI Bank – Two Wheeler Loans, MODULE 1-2 CREATIVE THINKING Five steps of Creative process Young’s Five-Step Model Of Creative Process are as follows: Different advertisement agencies and personalities have defined creative advertising in different ways. James Web Young, the former Vice President of J Walter Thompson, developed one of the most popular approaches to creativity in advertising. He developed a five-step model of the creative process and commented in his book titled A Technique for Producing Idea, “The production of ideas is just as definite a process as the production of Fords; the production of ideas, too, runs an assembly line; in this production the mind By: Dr M H Lakdawala [email protected] 9 follows an operative technique which can be learned and controlled, and that its effective use is just as much a matter of practice in the technique as in the effective use of any tool. Young’s five-step model of creative process is; Young's Creative Process Getting Getting Raw Raw Material, Material, Data, Data, Immersion Immersion Immersing Immersing One's One's Self Self in in the the Problem Problem to to Get Get the the Background. Background. Ruminating Ruminating on on the the Data Data Acquired, Acquired, Digestion Digestion Turning Turning It It This This Way Way and and That That in in the the Mind. Mind. Ceasing Ceasing Analysis Analysis and and Putting Putting the the Incubation Incubation Problem Problem Out Out of of Conscious Conscious Mind Mind for for aa Time. Time. AA Sudden Sudden Inspiration Inspiration or or Intuitive Intuitive Illumination Illumination Revelation Revelation About About aa Potential Potential Solution. Solution. Studying Studying the the Idea, Idea, Evaluating Evaluating It, It, and and Verification Verification Developing Developing It It for for Practical Practical Usefulness. Usefulness. Step 1. Immersion or preparation: This step involves gathering as much information and knowledge as possible about the subject matter. This can involve research, brainstorming, and learning from experts. The goal is to gain a deep understanding of the problem or topic at hand in order to lay a strong foundation for the creative process. Gathering raw material and information through background research and immersing yourself in the problem. Young talks about the importance of building a rich pool of “raw material” — mental resources from which to build new combinations — in a way that resonates deeply with the Brain Pickings founding philosophy, and also articulates the increasing importance of quality information filters in our modern information diet. This notion of gathering raw material is the first step in his outline of the creative process. Gathering raw material in a real way is not as simple as it sounds. It is such a terrible chore that we are constantly trying to dodge it. The time that ought to be spent in material gathering is spent in wool gathering. Instead of working systematically at the job of gathering raw material we sit around hoping for inspiration to strike us. When we do that we are trying to get the mind to take the fourth step in the idea-producing process while we dodge the preceding steps. By: Dr M H Lakdawala [email protected] 10 Step 2. Digestion: Thinking, rethinking, discussing the information, working it over and refining it.. What you do is to take the different bits of material which you have gathered and feel them all over, as it were, with the fuel of the mind. You take one fact, turn it this way and that, look at it in different lights, and feel for the meaning of it. You bring two facts together and see how they fit. What you are seeking now is the relationship, a synthesis where everything will come together in a neat combination, like a jig-saw puzzle. Step 3. Incubation or unconscious processing: This involves taking a break from actively thinking about the problem and allowing the subconscious mind to work on it. This step is important because it allows the mind to make new connections and come up with new ideas that may not have been possible during active thinking. Putting the problem out of your conscious mind and turning the information over to the subconscious to do the work. In his third stage of the creative process, Young stresses the importance of making absolutely “no effort of a direct nature”. It is important to realize that this is just as definite and just as necessary a stage in the process as the two preceding ones. What you have to do at this time, apparently, is to turn the problem over to your unconscious mind and let it work while you sleep. When you reach this third stage in the production of an idea, drop the problem completely and turn to whatever stimulates your imagination and emotions. Listen to music, go to the theater or movies, read poetry or a detective story. Step 4. Illumination or THE A-HA MOMENT: This is the moment when a new idea or solution suddenly comes to mind. This can be a result of the subconscious mind making connections between previously unrelated information or from a moment of inspiration. It will come to you when you are least expecting it — while shaving, or bathing, or most often when you are half awake in the morning. It may waken you in the middle of the night. Step 5. Verification & Elaboration: Elaboration: In this step, the new idea or solution is evaluated to determine its feasibility and effectiveness. This may involve testing the idea in different scenarios, getting feedback from others, and analyzing the potential impact of the solution. The goal is to determine if the idea or solution is worth pursuing further. Also in this final step, the idea or solution is developed and refined into a tangible form. This can involve further research, prototyping, or implementation. The goal is to take the idea from a concept to a practical solution that can be implemented in the real world. Do not make the mistake of holding your idea close to your chest at this stage. Submit it to the criticism of the judicious. When you do, a surprising thing will happen. You will find that a good By: Dr M H Lakdawala [email protected] 11 idea has, as it were, self-expanding qualities. It stimulates those who see it to add to it. Thus possibilities in it which you have overlooked will come to light. BIG IDEA Big ideas are fresh and provoking ideas that hold a viewer’s attention. Over the years, the ‘big idea’ has attained almost mythical status in advertising. Agencies stress its importance and clients want a piece of it. A big idea equals a big campaign and, if it’s the right big idea, a big ROI result. Based on a "big idea" that unifies the advertising. Nike's "Just Do It" is probably the best example of a "big idea" for a campaign. That big idea was so big it extended beyond advertising and took a life of it's own. "Got Milk" did the same thing. It takes a big idea to attract the attention of consumers and get them to buy your product. Unless your advertising contains a big idea, it will pass like a ship in the night. I doubt if more than one campaign in a hundred contains a big idea. David Ogilvy The Search for the Major Selling Idea An important part of creative strategy is determining the central theme that will become the major selling idea of the ad campaign. As A. Jerome Jeweler states in his book Creative Strategy in Advertising: The major selling idea should emerge as the strongest singular thing you can say about your product or service. This should be the claim with the broadest and most meaningful appeal to your target audience. Once you determine this message, be certain you can live with it; be sure it stands strong enough to remain the central issue in every ad and commercial in the campaign. By: Dr M H Lakdawala [email protected] 12 Some advertising experts argue that for an ad campaign to be effective it must contain a big idea that attracts the consumer’s attention, gets a reaction, and sets the advertiser’s product or service apart from the competitions. Well-known adman John O’Toole describes the big idea as: “that flash of insight that synthesizes the purpose of the strategy, joins the product benefit with consumer desire in a fresh, involving way, brings the subject to life, and makes the reader or audience stop, look, and listen. Of course, the real challenge to the creative team is coming up with the big idea to use in the ad. Many products and services offer virtually nothing unique, and it can be difficult to find something interesting to say about them. The late David Ogilvy, generally considered one of the most creative advertising copywriters ever to work in the business, has stated: “I doubt if more than one campaign in a hundred contains a big idea. I am supposed to be one of the more fertile inventors of big ideas, but in my long career as a copywriter I have not had more than 20.” While really great ideas in advertising are difficult to come by, there are many big ideas that became the basis of very creative, successful advertising campaigns. Classic examples include “We try harder,” which positioned Avis as the underdog car-rental company that provided better service than Hertz; the “Pepsi generation” theme and subsequent variations like “the taste of a new generation” and “Generation Next”; the “Be all you can be” theme used in recruitment ads for the U.S. Army; and Wendy’s “Where’s the beef?” which featured the late, gravelly voiced Clara Peller delivering the classic line that helped make the fast-food chain a household name. Other big ideas that have resulted in effective advertising campaigns include the “Intel inside” campaign for Intel microprocessors that go in personal computers; Nike’s “Just do it”; the “It keeps going and going” theme for Energizer batteries, featuring the pink bunny; and the “Like a rock” theme for Chevrolet trucks. Big ideas are important in business-to-business advertising as well. For example, United Technologies Corp., a company that provides high-technology products to aerospace and building- systems industries throughout the world, recently began a major advertising campaign to increase awareness of the firm and its various subsidiaries. It is difficult to pinpoint the inspiration for a big idea or to teach advertising people how to find one. However, several approaches can guide the creative team’s search for a major selling idea and offer solutions for developing effective advertising. By: Dr M H Lakdawala [email protected] 13 MODULE 1-3 Idea Generation Techniques a. Brainstorming, b. Triggered brainwalking, c. Questioning assumptions, d. Picture prompts, e. Scamper, f. Observation, g. Referencing, h. Interaction, i. Imagination, j. Dreams, and k. Creative Aerobics. Theories of ideation: Ideation is the creative process of generating, developing, and communicating new ideas, where an idea is understood as a basic element of thought that can be either visual, concrete, or abstract. Ideation comprises all stages of a thought cycle, from innovation, to development, to actualization. THE GOAL OF THE IDEATION PROCESS ISN’T LOTS OF IDEAS Ideation is all about coming up with the big idea. The key challenge, however, knows what constitutes a big idea. When looking at idea generation through a top of the mind recall lens, we see that a big idea is one that helps a large number of receiver of message are able to recall and retain the message. The goal of the ideation process, then, should not be lots of ideas. Instead, the goal should be to construct the single, best solution to satisfy the unmet customer needs of the target customers and segments, enabling them to retain and recall the message. By: Dr M H Lakdawala [email protected] 14 Various Idea generation techniques a. Brainstorming: Brainstorming is a common technique used in advertising creative strategy development to generate a large number of ideas in a short amount of time. The purpose of brainstorming is to encourage free thinking and to generate creative and innovative ideas that may not have been thought of otherwise. In a typical brainstorming session, a group of people come together and share their ideas in an open and non-judgmental environment. There are usually a few guidelines that are set beforehand, such as no criticism of ideas during the session and building on other people's ideas. The process starts by defining the problem or challenge at hand and then asking participants to generate as many ideas as possible, regardless of their feasibility or practicality. The goal is to generate a large quantity of ideas in a short amount of time without worrying about quality or implementation. After the brainstorming session, the group evaluates the ideas and narrows down the list to the most promising and feasible ones. These ideas can then be further developed and refined into a creative strategy that aligns with the brand's objectives and target audience. Overall, brainstorming is a useful tool for advertising creative strategy development as it allows for a wide range of perspectives and ideas to be shared, which can lead to innovative and effective campaigns. The rules are: 1. No criticism is allowed, 2. Freewheeling is welcome, 3. Quantity wanted, 4. Combination and improv Triggered brainwalking is a variation of the brainstorming technique used in advertising creative strategy development. This technique involves combining two different processes: brainstorming and physical movement. b. Triggered brainwalking: In a typical triggered brainwalking session, participants are provided with a list of specific triggers, which are words or phrases related to the advertising challenge at hand. These triggers can be anything from product features to consumer insights, and they are used to stimulate creative thinking. Once the triggers are provided, participants begin walking around the room or space, allowing the triggers to guide their thinking and ideas. As they walk, participants are encouraged to share their ideas with others in the group and build on each other's thoughts. The physical movement helps to increase the flow of ideas and encourages participants to think creatively and freely. The combination of movement and triggers creates a dynamic and stimulating By: Dr M H Lakdawala [email protected] 15  environment for generating ideas, which can lead to innovative and effective advertising campaigns. After the triggered brainwalking session, the group can evaluate the ideas and select the most promising ones for further development and refinement. Overall, triggered brainwalking is a useful technique in advertising creative strategy development as it encourages creative thinking and collaboration, and helps to generate a wide range of ideas that may not have been thought of otherwise. c. Questioning assumptions: It is a technique used in advertising creative strategy development to challenge preconceived notions and uncover new insights that can lead to innovative and effective campaigns. This technique involves examining the underlying assumptions and beliefs that are often taken for granted and questioning whether they are still relevant or accurate. In the context of advertising, assumptions can include beliefs about the target audience, the product or service being advertised, or the competitive landscape. By questioning these assumptions, advertisers can gain a deeper understanding of the audience's needs and motivations, identify potential gaps in the market, and develop more compelling and relevant campaigns. To question assumptions, advertisers can use a variety of techniques, such as conducting research, asking open- ended questions, and considering alternative perspectives. They can also use data and analytics to identify trends and patterns that may challenge their assumptions. For example, if an assumption is made that the target audience for a product is predominantly male, questioning this assumption may reveal that there is a growing female audience that is being underserved. By challenging this assumption, advertisers can develop campaigns that appeal to this new audience and differentiate themselves from competitors who may still be targeting only male consumers. Overall, questioning assumptions is an important technique in advertising creative strategy development as it can lead to new insights, fresh perspectives, and innovative campaigns that resonate with audiences and drive results. d. Picture prompts. These are a technique used in advertising creative strategy development to inspire and generate ideas for campaigns. This technique involves using visual stimuli, such as images or photographs, to spark creative thinking and encourage participants to develop unique and innovative concepts. In a typical picture prompts session, participants are presented with a series of images that are related to the advertising challenge at hand. These images can be sourced from a variety of places, such as stock photo websites, social media platforms, or even from the target audience's own posts or content. As participants view the images, they are encouraged to free-associate and By: Dr M H Lakdawala [email protected] 16  develop ideas based on what they see. The visual stimuli can trigger a range of emotions, memories, and associations that can lead to new and unexpected ideas. Picture prompts can be particularly useful for developing campaigns that rely heavily on visual storytelling, such as social media or outdoor advertising. They can also be helpful for overcoming creative blocks or generating ideas when traditional brainstorming techniques are not producing the desired results. After the picture prompts session, the group can evaluate the ideas and select the most promising ones for further development and refinement. Overall, picture prompts are a valuable technique in advertising creative strategy development as they can spark creative thinking and lead to innovative and impactful campaigns. e. SCAMPER is a mnemonic device used in advertising creative strategy development to prompt ideation and generate innovative ideas. It stands for Substitute, Combine, Adapt, Modify/Magnify/Minify, Put to other uses, Eliminate, and Rearrange/Reverse. Each letter prompts a specific type of thinking that can help expand and refine ideas in different ways. o Substitute: This involves replacing a key element of the product or service being advertised with something else. For example, substituting an ingredient in a food product to create a new flavor. o Combine: This involves bringing two or more elements together to create something new. For example, combining two different products to create a unique gift set. o Adapt: This involves modifying an existing product or service to make it suitable for a different audience or market. For example, adapting a children's toy to be used by adults. o Modify/Magnify/Minify: This involves making changes to the product or service to enhance or reduce certain features. For example, modifying the packaging of a product to make it more environmentally friendly. o Put to other uses: This involves finding new applications for an existing product or service. For example, using a cleaning product as a stain remover. o Eliminate: This involves removing a key element of the product or service to create something new. For example, creating a low-calorie version of a snack by eliminating certain ingredients. By: Dr M H Lakdawala [email protected] 17  o Rearrange/Reverse: This involves reordering or reversing the elements of the product or service to create something new. For example, reversing the order of ingredients in a recipe to create a new dish. Using SCAMPER prompts can help to stimulate creative thinking and generate innovative ideas for advertising campaigns. The technique encourages participants to think outside the box and consider new perspectives and possibilities. After generating ideas using SCAMPER prompts, the group can evaluate and select the most promising ones for further development and refinement. f. Observation: It is a technique used in advertising creative strategy development to gain insights about the target audience, the market, and the product or service being advertised. This technique involves carefully and objectively observing the target audience's behavior, attitudes, and preferences to gain a deeper understanding of their needs and motivations. Observation can take many forms, including ethnographic research, customer journey mapping, and mystery shopping. Ethnographic research involves immersing oneself in the target audience's environment and observing their behavior and interactions. Customer journey mapping involves mapping out the steps that customers take when interacting with a product or service, from initial awareness to post- purchase experience. Mystery shopping involves posing as a customer to observe and evaluate the customer experience. Observation can provide valuable insights that may not be apparent through traditional research methods. By observing the target audience in their natural environment, advertisers can gain a deeper understanding of their needs, preferences, and pain points. This can lead to the development of campaigns that are more relevant and engaging to the target audience. Observation can also help advertisers to identify trends and patterns in the market and the competition. By observing the competition's behavior and strategies, advertisers can gain insights into what works and what doesn't in the market, and develop campaigns that differentiate themselves from their competitors. Overall, observation is an important technique in advertising creative strategy development as it can provide valuable insights into the target audience, the market, and the competition. By using observation in combination with other research methods and ideation techniques, advertisers can develop campaigns that resonate with the target audience and drive results. g. Referencing: It is a technique used in advertising creative strategy development to gather inspiration and ideas from existing works or sources. This technique involves By: Dr M H Lakdawala [email protected] 18  referencing and analyzing other advertisements, media, or creative works to gain insights and generate new ideas for campaigns. Referencing can take many forms, including reviewing case studies, analyzing competitor advertisements, studying industry trends, and examining cultural or social phenomena. By referencing existing works and sources, advertisers can gain inspiration and insights into what has worked in the past, what is currently popular, and what may be effective in the future. Referencing can also help advertisers to develop campaigns that are relevant and engaging to their target audience. By understanding the cultural and social context of their target audience, advertisers can develop campaigns that resonate with their values, beliefs, and attitudes. However, it is important to note that referencing should not be used to copy or imitate existing works. Advertisers should use referencing as a starting point for inspiration and ideation, but strive to develop campaigns that are unique and innovative. Overall, referencing is a valuable technique in advertising creative strategy development as it can provide inspiration, insights, and context for campaigns. By using referencing in combination with other ideation techniques and research methods, advertisers can develop campaigns that are impactful, relevant, and effective. h. Interaction: It is a technique used in advertising creative strategy development to engage and collaborate with the target audience and other stakeholders in the ideation process. This technique involves actively involving the target audience, clients, and other stakeholders in the development of the campaign, to gain insights and generate ideas that are relevant and impactful. Interaction can take many forms, including focus groups, user testing, co-creation workshops, and online surveys. By involving the target audience and other stakeholders in the ideation process, advertisers can gain insights into their needs, preferences, and pain points, and develop campaigns that are more relevant and engaging. Interaction can also help advertisers to build relationships and establish trust with their target audience and clients. By involving them in the ideation process, advertisers can demonstrate their commitment to meeting their needs and provide a sense of ownership and investment in the campaign. However, it is important to note that interaction should be done in a structured and ethical manner. Advertisers should ensure that the target audience and other stakeholders are not exploited or manipulated, and that their privacy and confidentiality are respected. Overall, interaction is an important technique in advertising creative strategy development as it can provide valuable insights, build relationships, and improve the relevance and impact of campaigns. By using interaction By: Dr M H Lakdawala [email protected] 19  in combination with other research methods and ideation techniques, advertisers can develop campaigns that resonate with the target audience and drive results. i. Imagination: It is a technique used in advertising creative strategy development to generate original and innovative ideas for campaigns. This technique involves using creative and imaginative thinking to generate ideas that are unique, memorable, and impactful.Imagination can take many forms, including brainstorming, mind mapping, visualization, and role-playing. By using these techniques, advertisers can generate a wide range of ideas and explore different perspectives and possibilities. Imagination can also help advertisers to break free from conventional thinking and develop campaigns that are fresh and original. By imagining new possibilities and challenging assumptions, advertisers can create campaigns that stand out from the competition and capture the attention of the target audience. However, it is important to note that imagination should be balanced with practical considerations such as budget, feasibility, and effectiveness. Advertisers should ensure that their imaginative ideas are feasible and effective in achieving their goals. Overall, imagination is an important technique in advertising creative strategy development as it can provide original and innovative ideas that can set campaigns apart from the competition. By using imagination in combination with other research methods and ideation techniques, advertisers can develop campaigns that are impactful, memorable, and effective. j. Dreams: These are a technique used in advertising creative strategy development to explore the subconscious desires, fears, and aspirations of the target audience. This technique involves tapping into the emotional and psychological aspects of the target audience and using these insights to develop campaigns that resonate with them on a deeper level. Dreams can take many forms, including daydreams, fantasies, and nightmares. By exploring these subconscious experiences, advertisers can gain insights into the target audience's motivations, values, and emotions, and develop campaigns that connect with them on a more personal level. Dreams can also help advertisers to create campaigns that are memorable and emotionally resonant. By tapping into the target audience's subconscious desires and fears, advertisers can create campaigns that evoke strong emotional responses and leave a lasting impression. However, it is important to note that dreams should be used ethically and with sensitivity. Advertisers should avoid exploiting or manipulating the target audience's emotions or fears and should ensure that their campaigns are truthful, relevant, and respectful. Overall, dreams are a valuable By: Dr M H Lakdawala [email protected] 20  technique in advertising creative strategy development as they can provide insights into the target audience's subconscious desires and fears. By using dreams in combination with other research methods and ideation techniques, advertisers can develop campaigns that are emotionally resonant, memorable, and effective. k. Creative Aerobics: It is a technique used in advertising creative strategy development to encourage creativity, enhance idea generation and problem-solving skills. This technique involves using a series of mental exercises and techniques to stimulate the imagination and generate new ideas. Creative Aerobics is based on the premise that creativity is a skill that can be developed and improved through regular exercise and practice. This technique involves a structured approach to brainstorming and idea generation that is designed to help individuals break through creative blocks and develop new ideas. Creative Aerobics can take many forms, including brainstorming sessions, word association games, mind mapping, and random word exercises. By using these techniques, advertisers can stimulate the imagination, explore new possibilities, and generate new ideas. Creative Aerobics can also help advertisers to develop their problem- solving skills and identify new opportunities for innovation. By using these techniques, advertisers can break down complex problems into smaller components, explore different perspectives, and develop new solutions. Overall, Creative Aerobics is an effective technique in advertising creative strategy development as it can help individuals and teams to develop their creativity and generate new ideas. By using Creative Aerobics in combination with other research methods and ideation techniques, advertisers can develop campaigns that are unique, memorable, and effective. Trans creativity Transcreativity is a term used in advertising to describe the process of adapting a creative concept or campaign to a different cultural or linguistic context. It involves taking an original idea or message and modifying it to suit the target audience in a different market, while maintaining the essence and effectiveness of the original concept. Transcreativity goes beyond simple translation or localization, which focus on linguistic and cultural differences. Instead, it involves a deeper understanding of the target By: Dr M H Lakdawala [email protected] 21  audience's cultural context, values, beliefs, and behaviors, as well as the nuances of language and communication. Transcreation can involve modifying the visual, verbal, or conceptual elements of a campaign to ensure that it resonates with the target audience. This might include changing the imagery, colors, or typography used in a print or digital ad, or adapting the language and tone of a slogan or tagline to make it more culturally appropriate and effective. Successful transcreativity requires a skilled and experienced team of creative professionals who can work collaboratively to adapt a campaign while preserving its core message and impact. It is an essential aspect of global marketing and is increasingly important in a world where brands are seeking to expand their reach into new markets and cultures. Transcreativity is becoming more important in today's global marketplace, as businesses seek to connect with audiences across different cultures and languages. Here are a points to consider about trans creativity in advertising: 1. It requires a deep understanding of local culture - To effectively adapt a campaign for a different market, it's essential to have a deep understanding of the local culture, including values, beliefs, attitudes, and language. This knowledge can help ensure that the campaign resonates with the target audience and avoids any cultural misunderstandings or missteps. 2. It involves balancing creativity and effectiveness - Transcreation involves finding the right balance between creativity and effectiveness. While it's important to maintain the essence of the original campaign, it's also essential to adapt it in a way that effectively communicates the message to the target audience. 3. It's more than just translation - Transcreativity goes beyond simple translation or localization. It involves a more creative and nuanced approach to adapting a campaign for a different culture, taking into account the subtle differences in language and communication, as well as cultural norms and values. 4. It can be challenging - Transcreation can be challenging, particularly when dealing with languages or cultures that are very different from the original market. It requires a skilled and experienced team of creative professionals who can work collaboratively to adapt the campaign while preserving its effectiveness and impact. By: Dr M H Lakdawala [email protected] 22 Overall, transcreativity is an important aspect of advertising creative strategy development, particularly for brands seeking to expand their reach into new markets and cultures. By effectively adapting their campaigns to different contexts, brands can build stronger connections with their target audiences and increase their chances of success in a global marketplace. The purpose of transcreativity: The purpose of transcreativity in advertising is to adapt a creative concept or campaign to a different cultural or linguistic context while preserving the essence and effectiveness of the original message. The goal is to ensure that the campaign resonates with the target audience in the new market, avoiding cultural misunderstandings or missteps that could impact the success of the campaign. Transcreativity is becoming increasingly important in today's global marketplace, as businesses seek to connect with audiences across different cultures and languages. By adapting their campaigns to different contexts, brands can build stronger connections with their target audiences and increase their chances of success in a global market. The purpose of transcreativity is to ensure that the original message or concept is conveyed accurately, effectively, and appropriately in the target language and culture. This requires a deep understanding of local culture and language, as well as the ability to adapt the message creatively while preserving its core meaning and impact. Overall, the purpose of transcreativity is to create campaigns that resonate with the target audience in a new market, building brand awareness and driving sales or other desired outcomes. It is an essential aspect of advertising creative strategy development for global brands seeking to expand their reach into new markets and cultures. MODULE 2-1 BRIEFS Brief: A Document confirming understanding between a client and an advertising agency on: a. Objectives of an advertising campaign b. Identification of the targeted audience c. Strategies to be adopted in reaching the audience d. The timeframe of the campaign, and By: Dr M H Lakdawala [email protected] 23  e. Its total estimated cost. In advertising creative strategy development, a brief is a document or a set of instructions that outlines the goals, objectives, and requirements for a specific advertising campaign. It provides a clear and concise summary of the project and serves as a guide for the creative team in developing their ideas and concepts. The brief typically includes information on the target audience, the key message that needs to be communicated, the desired tone and style, the media channels to be used, the budget and timeline, and any other relevant information or constraints. The brief is usually prepared by the client or the account manager in consultation with the creative team and is used as a starting point for the development of the creative strategy. It provides a clear understanding of what the client is looking for and what the creative team needs to deliver. The brief serves as a reference point throughout the creative process and is used to evaluate the ideas and concepts developed by the creative team. It helps to ensure that the final output meets the client's needs and objectives. Overall, the brief is an essential tool in advertising creative strategy development as it provides a clear and concise summary of the project requirements and serves as a guide for the creative team. It ensures that the final output is aligned with the client's needs and objectives, and is delivered within the specified timeline and budget. There are several types of briefs used in advertising creative strategy development. Here are some of the most common types: 1. Creative brief: This is the most common type of brief in advertising. It provides a summary of the campaign objectives, target audience, key message, tone, and style. The creative brief is used to guide the development of the advertising concept and creative elements. 2. Media brief: This type of brief focuses on the media planning and buying aspects of the campaign. It outlines the media channels to be used, the budget, and the target audience for each channel. 3. Strategy brief: This type of brief focuses on the overall strategic approach for the campaign. It includes information on the competition, market trends, and key challenges that need to be addressed. 4. Project brief: This type of brief is used for smaller projects or campaigns. It includes information on the scope of the project, the timeline, and the budget. By: Dr M H Lakdawala [email protected] 24  5. Brand brief: This type of brief focuses on the brand strategy and identity. It includes information on the brand values, personality, and positioning. 6. Product brief: This type of brief is used for product launches or promotions. It includes information on the product features, benefits, and target audience. Overall, the type of brief used in advertising creative strategy development will depend on the specific project or campaign and the goals and objectives that need to be achieved. Marketing Brief or Marketing Communications Brief: Def: Marketing brief is a document outlining the expectations by a company's marketing team regarding an advertising campaign. The marketing team can clearly define what they want the creative team to create. Follow these tips to create a marketing brief so all parties involved will know what work is expected of them. Marketing Brief: It is a document prepared by client servicing executive. The process is initiated with a detailed interaction with the client representatives. The basic objective of the interaction is to introduce client’s perspective in the creative strategy development. i.e. to understand clients requirement, their objective and goals their expectation from the agency and campaign and to get the details of budget allocation. All this information is converted into a document know as Marketing Brief and the entire process is known as client servicing. The purpose of marketing brief: a. To help assess client’s current situation, both internally and relative to its competition. It’s the starting point for any work agency do for their customers. b. Marketing brief provide the foundation for refining clients marketing message and revising and updating their marketing and advertising program. c. To clearly lay out a framework for the creative team. The process can be driven by either side - creative or marketing - but both sides need to agree on the brief before the work can commence. i. Where are we? (Situational analysis - the market, trends, competitive analysis, etc.) ii. Where are we going? (opportunities, objectives & strategy) iii. How are we going to get there? (actions, plans & controls) By: Dr M H Lakdawala [email protected] 25 The process begins with the benefit of a client brief advertising brief or Agency Brief, over the phone, via email or at a face-to-face meeting. The aim of the first briefing is to get to know the marketing objectives, to confirm the budget and establish the critical timings. There are many different ways of creating a written briefing format for marketing brief. The format should reflect the company’s beliefs about how communications work and therefore what is important enough to be included in the brief. Some advertisers may use versions of their agencies’ creative brief formats as a basis for their own. Whilst this may initially look as if it is encouraging a collaborative way of working, it does demonstrate a lack of belief in the company’s own practices. An agency’s internal creative brief usually serves the fundamentally different purpose of inspiring their own creative people. A client marketing communications brief needs to inspire the whole agency team to deliver the best communications. Most marcoms briefs also act as a business process document to initiate a job start – in effect it’s a purchase order and since large sums of money will be involved in both time and resources it needs to be taken very seriously. The most marketing communications briefs have three broad areas of heading: 1. Those that describe the background, 2. The brief itself, and an implementation and 3. Process section. Format of a Marketing Brief The background headers might include 1. Background Background: Usually covers the business and marketing context and why the task is important 2. Marketing or Sales This sometimes includes the business case for the activity Objectives: 3. Brand: Remarkably this is often overlooked. It might include brand identity/brand capsule/brand vision/brand architecture/brand status/brand values/brand personality 4. Previous Learning: Again a section which is only used occasionally, but may have wider potential The main communications brief section headers might include 5. Communications Sometimes they might be expressed as communications imperatives/ objectives: challenges/barriers By: Dr M H Lakdawala [email protected] 26  6. Target audience: Usually this section asks for more than simple demographics and specifically prompts for attitudes or other motivators 7. Consumer insights: Sometimes specifically linked to the objective 8. Key Often phrased as the single-minded proposition/the one thing we want message/proposition: to say 9. Consumer takeout: Or consumer take away/what they will think or do 10. Tone of voice: As distinct from brand personality The implementation and process headers might include 11. Timings/key dates: May include project timelines as well as timing for response 12. Budget: May specify if production is included or not 13. Evaluation/success A critical element for most disciplines criteria: 14. Mandatories /guidelines: May include what must be included and executional considerations 15. Approvals: Signatures of both those issuing/approving the brief and the agency The Creative brief: the bridge between strategy and execution The creative strategy and the key execution details are spelled out in a document called a creative brief. The brief is the document prepared by the account planner to summarize the basic marketing and advertising strategy. It gives direction to the creative team as they search for a creative concept. The formats of these briefs vary, but most combine the basic advertising strategy decisions: The problem to be solved The objectives The target market The positioning strategy The type of creative strategy The selling premise Suggestions about the ad’s execution, such as tone of voice Creative brief By: Dr M H Lakdawala [email protected] 27 A creative brief in advertising creative strategy development is a document that outlines the specific goals and objectives of an advertising campaign. It provides a clear and concise summary of what the client wants to achieve and serves as a guide for the creative team in developing their advertising concepts and campaigns. The creative brief typically includes information on the target audience, the key message that needs to be communicated, the desired tone and style, the media channels to be used, the budget and timeline, and any other relevant information or constraints. The creative brief is prepared by the client or the account manager in consultation with the creative team. It serves as a starting point for the development of the advertising concept and is used to evaluate the ideas and concepts developed by the creative team. It helps to ensure that the final output meets the client's needs and objectives. The creative brief is an essential tool in advertising creative strategy development as it provides a clear and concise summary of the project requirements and serves as a guide for the creative team. It ensures that the final output is aligned with the client's needs and objectives, and is delivered within the specified timeline and budget. The Creative brief (Copy Platform) Creative Brief is a document prepared by Account Planner. The process is initiated when Account planner study and observe market and consumers likes, dislikes and buying Habits. Account Planner has detailed interaction with customers and consumers. The basic objective of the interaction is to introduce customers and consumers perspective in the creative strategy development. I.e. to understand customers and consumers behavior and identify vital piece of information called KEY HUMAN INSIGHT. This key human insight becomes the main theme of the creative strategy development. Account planner also tries to find out what customers and consumers think about the clients products ad also about competitors brands. They try to discover various positive and negative issues which customers and consumers associate with the client’s brand. All this information is converted into a document know as Creative Brief or copy platform and the entire process is known as Account planning. While the text and the visual carry the ad message, behind the creative team's choice of tone, words, and ideas lies an advertising strategy. The advertising strategy consists of four elements: the target audience; product concept; communications media; and the By: Dr M H Lakdawala [email protected] 28  advertising message. The agency and client team must understand and agree to these four elements of the advertising strategy before any creative work begins. The account management group develops ad strategy, while, in some agencies, account planners research the market with input from account management. When the strategy is developed, it is communicated to the creative department by preparing the creative brief. Writing the Creative Brief (Copy Platform) The creative brief serves as the creative team's guide for writing and producing the ad. In some agencies, it may be referred to as a copy platform, a work plan, or a copy (or creative) strategy. In all cases, it is a simple written statement of the most important issues to consider in the development of the ad or campaign — the who (prospect's nature), why (wants or needs by which to base an appeal: rational appeals directed towards functional needs and wants, and emotional appeals target psychological, social, or symbolic needs), what (product features, claim, or position), where and when (medium, time of year, country, etc.), and what style (tone, approach). Selected advertising appeals. How the benefits are presented is the creative team's job: a. Objective statement: what advertising is to ac-accomplish (such as solve a problem, etc.). b. Support statement: evidence that backs up product promise or reason for benefit. c. Tone or brand character statement: Tone statements are short-term emotional descriptions. d. Brand character statements are long-term descriptions of the enduring values of the brand. e. Delivery of the creative brief ends development of the advertising strategy and marks the beginning in which the creative team develops a message strategy. The creative brief or copy platform is the written strategy statement of the most important issues to be considered in the ad or campaign – the who, why, what, where, when and how of the ad: a. Who is the most likely prospect for the product? The copy platform must define the prospect in terms of geographic, demographic, psychographic, and/or behavioristic qualities. b. Why? Does the consumer have specific wants or needs that the ad should appeal to? Advertisers use two broad categories of appeals. Rational appeals are directed at the consumer’s practical, functional need for the product or service; emotional appeals are directed at the consumer’s psychological, social, or symbolic needs. By: Dr M H Lakdawala [email protected] 29  c. What product features satisfy the consumers’ needs? What factors support the product claim? What is the product’s position? What personality or image – of the product or the company – can be or has been created? What perceived strengths or weaknesses need to be dealt with? d. When and where will the messages be communicated? What medium? What time of the year? What area of the country? e. How should this be communicated? What style, approach or tone will the campaign use? And generally what will the copy say? The answers to these questions help make up the copy platform. After writing the first ad, the copywriter should review the copy platform to see if the ad measures up. If it doesn’t, the writer must start again. Creative Brief Format 1. Advertising Campaign Themes 2. Advertising Objectives 3. Specify Target Audience 4. Creative Strategy Statement 5. Key Message 6. Tone of Voice 7. Appeals and Execution Style 8. Support and Mandatories Another format of Creative brief Creative Brief 1. What is the Opportunity and/or A brief summary of why you are advertising. Take Problem which the advertising the consumer’s point of view, not “sales are down,” must address? but, rather “consumers are choosing cheaper alternatives.” 2. What do we want people to do What perception, attitude and behavior change we as a result of the advertising? desire from the audience By: Dr M H Lakdawala [email protected] 30  3. Who are we talking to? Try to develop a rich description of the Target Group. Indicate their beliefs and feelings about the category. Avoid demographic information only. Add personality and lifestyle dimensions. 4. What is the Key Response we “State succinctly, what single thing do we want want from the advertising?? people to feel or notice or believe as a result of advertising.” 5. What information/attributes It could be a key product attribute, a key user need might help produce this which the brand fulfills, etc.Avoid a laundry list. response? 6. What aspect of the Brand Tangible or intangible attribute or both of the brand Personality should the advertising express? 7. Are there any media or budget Specific budget and media requirements with considerations? specifications 8. This could be helpful… Any additional information that might affect the creative direction. Feel free to use a visual summary, a picture, drawing or any object which aids in understanding the nature of the brief.” MODULE 2-2 Writing persuasive copy Tone of voice By: Dr M H Lakdawala [email protected] 31 Tone of voice in advertising creative strategy development refers to the way a brand or company expresses itself in its communications with its audience. It is the attitude, personality, and style that is conveyed through the language and messaging used in advertising campaigns. Tone of voice can vary depending on the brand's values, target audience, and marketing objectives. It can be serious, humorous, playful, informative, or any other tone that is appropriate for the brand and the message that needs to be conveyed. Tone of voice is an important aspect of advertising creative strategy development because it helps to create a consistent and recognizable brand identity. A consistent tone of voice across all communications channels helps to build trust and credibility with the target audience, as well as differentiate the brand from its competitors. To develop a tone of voice for a brand, the advertising team needs to consider the brand's values, personality, and target audience. They also need to consider the type of messaging that will be used in different advertising channels, such as social media, TV, radio, or print. Once the tone of voice is established, it should be used consistently across all advertising communications to create a strong brand identity and build a loyal audience. In addition to establishing a consistent tone of voice, it's also important to make sure that the tone of voice is appropriate for the brand's target audience. For example, a brand targeting young adults might want to use a more informal and playful tone of voice, while a brand targeting professionals might want to use a more formal and authoritative tone of voice. To create a consistent and appropriate tone of voice, the advertising team should develop a set of guidelines that outline the key elements of the tone of voice, such as vocabulary, sentence structure, and tone. These guidelines should be communicated to everyone involved in creating advertising content for the brand, including copywriters, designers, and social media managers. It's also important to regularly review and update the tone of voice to ensure that it remains relevant and effective in achieving the brand's objectives. This might involve conducting research to better understand the target audience or testing different messaging approaches to see what resonates best with the audience. Overall, developing a clear and consistent tone of voice is an essential part of advertising creative strategy development. It helps to create a strong brand identity, build trust and credibility with the audience, and differentiate the brand from its competitors. By: Dr M H Lakdawala [email protected] 32 Here are some examples of different tones of voice that might be used in advertising creative strategy development: 1. Humorous - A brand that wants to convey a lighthearted and fun personality might use a humorous tone of voice in its advertising. For example, Old Spice's "The Man Your Man Could Smell Like" campaign uses humor to sell men's grooming products. 2. Inspirational - A brand that wants to inspire its audience might use an inspirational tone of voice in its advertising. For example, Nike's "Just Do It" campaign uses a motivational tone to encourage people to be active and pursue their goals. 3. Informative - A brand that wants to educate its audience might use an informative tone of voice in its advertising. For example, a bank might use an informative tone to explain the benefits of its products and services. 4. Playful - A brand that wants to appeal to a younger audience might use a playful tone of voice in its advertising. For example, Taco Bell's social media campaigns often use a playful and irreverent tone to engage with its audience. 5. Authoritative - A brand that wants to establish itself as a leader in its industry might use an authoritative tone of voice in its advertising. For example, a luxury car brand might use an authoritative tone to convey its expertise and prestige. 6. Empathetic - A brand that wants to connect with its audience on an emotional level might use an empathetic tone of voice in its advertising. For example, a health insurance company might use an empathetic tone to show that it understands the challenges and concerns of its customers. 7. Bold - A brand that wants to stand out from its competitors might use a bold tone of voice in its advertising. For example, Apple's "Think Different" campaign used a bold and unconventional tone to position itself as an innovator in the tech industry. 8. Conversational - A brand that wants to create a more personal and approachable image might use a conversational tone of voice in its advertising. For example, a coffee shop might use a conversational tone to engage with its customers and create a sense of community. 9. Romantic - A brand that wants to evoke feelings of love and romance might use a romantic tone of voice in its advertising. For example, a jewelry brand might use a romantic tone to appeal to customers looking for a special gift for a loved one. 10. Nostalgic - A brand that wants to tap into customers' nostalgia and create a sense of nostalgia might use a nostalgic tone of voice in its advertising. For example, a candy By: Dr M H Lakdawala [email protected] 33  brand might use a nostalgic tone to remind customers of the sweet memories of their childhood. These are just a few examples of the different tones of voice that might be used in advertising creative strategy development. The tone of voice that a brand chooses should be appropriate for its values, target audience, and marketing objectives. The key is to choose a tone of voice that resonates with the target audience and aligns with the brand's values and objectives. By using a consistent and appropriate tone of voice across all advertising channels, a brand can build a strong and memorable identity that sets it apart from its competitors. MODULE 2-2 Writing persuasive copy Tone of voice Tone of voice in advertising refers to the intentional use of images, lighting, sound and written copy to create a specific tone or setting for an advertisement. This expression is most often used to describe the impact of creative copy in broadcast media and print adsz. Tone of Voice Tone of Voice often communicates so much more than even the expression on your face. You are constantly engaged in changing your tone of your voice as you speak. You admonish a naughty child in on tone, and use another if the child is frightened and needs comforting. You can use Tone of Voice to give orders, raise an alarm, and evoke pity; In short, use Tone of Voice to generate a mood, or to impel action. So when you communicate through an ad, first decide when Tone of Voice you wish to use when talking to your target audience. What sort of feelings do you wish to inspire in the housewife’s heart? Should you inspire confidence, or evoke fear? What sort of voice will make the reader of your ad eventually respond as you want him or her to respond? Tone of Voice is a crucial element in designing communication message. Importance By: Dr M H Lakdawala [email protected] 34 In the same way that a person's body language and vocal tone impact a message, an advertiser's use of various background elements and words can affect the interpretation of an advertisement. Ineffective or off-target tones in advertisements can lead to failure in terms of audience impact and the persuasiveness of the ad. Setting the right tone conveys part of the brand meaning in your ads. Getting the viewer, listener or reader hooked to your message is key to persuasion Tonality and character matters In Advertisements brands personality and beliefs should shine through in everything it says (in other words, its tone of voice) and do. Using a distinctive tone to capture the brands personality brings its identity. It also establishes one brand with one unified voice, which helps audiences recognize and relate to the brand. In all communications, tone of voice should be personable, engaging and clear. GETTING THE “RIGHT” TONE: USING LANGUAGE THAT IS PERSONABLE, ENGAGING AND CLEAR While there are multiple characteristics that form brand personality — and brand may want to emphasize different aspects at different times for different audiences — brand always should ensure that tone of voice come across as personable. Of course, the way brand apply tone will vary depending on the audience, platform and objectives. While brands make subtle shifts to ensure the tone suits their audience and communication goals, the overall tone — or feeling conveyed through copy — should embody the brand personality based on its beliefs and values. Examples: 1. Nike: No wonder the Nike tone of voice is competitive, inspiring, and confident. That's the power of knowing your origin story. Once you identify your origin story, think about your brand as an actual person. Starbucks has a clear and concise brand guidelines available online, with a section dedicated to its tone of voice. The Starbucks voice is functional and expressive. 2. Apple: Apple's brand voice consistency conveys confidence, quality and intimacy. Apple's been the company to look up to in terms of setting themselves apart from their competition. Everyone feels welcome and many feel spoiled by owning their products. By: Dr M H Lakdawala [email protected] 35  3. AMUL'S tone of voicew is sweet, witty, and realistic. How to make your Writing, walk, Talk, and breathe Here are some suggestions on ways to sound personable, engaging and clear: Always consider your audience first. What kind of language and content will they connect with? Be personal and direct. Use first person (“we,” “our,” “us”) and second person (“you,” “your”) when appropriate to maintain a conversational feel. Lead with details about students, faculty, alumni, donors, etc., when possible. Avoid the thesaurus. Stick to everyday language. Strive to address complex issues using smart but clear language that is inclusive rather than alienating to readers. Be concise. Use active rather than passive language. Since we want to sound like a person, not an ivory tower institution, use contractions when it suits your target audience and the medium you’re using to communicate. Creating Breakthrough Writing The CAN Elements (connectedness, appropriateness, and novelty) By: Dr M H Lakdawala [email protected] 36  Creativity: The CAN Elements The CAN Elements of Creative Ads Connectedness Appropriateness Novelty 8–2 1. Connectedness is when you make sure your target market can identify themselves with the ad. If you're targeting moms, then use a model who looks and talks like a mom. The key here is to select a model that best represents the target market of your brand. Most companies fail when they try to push superstars to endorse products that you'll have a hard time imagining them using it. 2. Appropriateness means an ad that is suitable for the message you want to convey. Also, the message must be sensitive to any pressing issues. What I'm trying to say is that there will be times that people will interpret your ad at a different way if its not properly positioned and appropriately conveyed to the masses. 3. Novelty is where the fun part comes in. This is where the imagination and weird concepts turned into something tangible and relatable. Some companies go for the comedic-type of ad to make it more memorable. Some uses the straightforward Ads where they tell you immediately what they want to tell you. Other's do the repetitive type of ads to ensure maximum retention of the message. Combining the three attributes will give you an awesome Ad Creating Breakthrough Writing : contd By: Dr M H Lakdawala [email protected] 37 PRINCIPLE 1: SIMPLICITY Simplicity isn’t about dumbing down, it’s about prioritizing. (Southwest will be THE low- fare airline.) What’s the core of your message? Can you communicate it with an analogy or high-concept pitch? We must create ideas that are both simple and profound. The Golden Rule is the ultimate model of simplicity: a one-sentence statement so profound that an individual could spend a lifetime learning to follow it. The goal is to strip an idea to its core without turning it into a silly sound bite. The hard part isn't weeding out unimportant aspects, but it is in pruning the important, but not truly essential aspects - i.e., distilling to the most important idea at the core. Example of a Sticky Idea Contrast the phrase of a CEO "let's maximize shareholder value" with JFKs peel-clear call to "put a man on the moon and return him safely by the end of the decade." This is simple, unexpected, concrete, credible, emotional (for the times), and a story. If JFK were an aerospace CEO he would have said "Our mission is to become the international leader in the space industry through maximum team-centered innovation and strategically targeted aerospace initiatives." Using the core Southwest uses "We are the low cost airlines." Thus, every decision involves meeting this concrete and simple goal. E.g., deciding whether to offer dinner on flights: Main concern isn't great passenger comfort, but it is low-cost so no dinner. Contrast to Nordstroms which emphasizes customer experience and would offer the dinner if they were an airline. PRINCIPLE 2: UNEXPECTEDNESS To get attention, violate a schema. To hold attention, use curiosity gaps. (What are Saturn’s rings made of?) Before your message can stick, your audience has to want it. We need to violate people's expectations. For our idea to endure, we must generate interest and curiosity. How do you keep students engaged during the forty-eighth history class of the year? We can engage people's curiosity over a long period of time by systematically "opening gaps" in their knowledge—and then filling those gaps. The first requirement of effective communication is getting attention, the second is keeping it. In order to do this you use the unexpected: Humans like to think in patterns, the key is to break these patterns. For example, when a flight attendant at Southwest does something different with the safety announcement. In using the unexpected a key is to avoid gimmicky. For example, a Super Bowl ad once showed a marching band on a field, and then suddenly a pack of wolves came out of a By: Dr M H Lakdawala [email protected] 38  tunnel and killed them. This was not connected with the ad's message it all: The wolves didn't reinforce the message. Using the unexpected Nora Ephron's journalism teacher announced their first assignment: To write the lead for the student paper. He give them facts: Entire school faculty will travel to the state capital on Tuesday for a meeting with the Governor, Margaret Mead, etc. He asked them then to write the lead. They all missed it: No school on Tuesday! PRINCIPLE 3: CONCRETENESS Ideas can get credibility from outside (authorities or anti-authorities) or from within, using human-scale statistics or vivid details. Let people “try before they buy.” (Where’s the Beef?) To be concrete, use sensory language. Paint a mental picture. (“A man on the moon…”) Remember the Velcro theory of memory—try to hook into multiple types of memory. Speaking concretely is the only way to ensure that our idea will mean the same thing to everyone in our audience. Of the six traits of "stickiness" described in this book being concrete is the easiest to accept and implement. (The hardest is likely finding the core message.) The power of being concrete is illustrated by the longevity of Aesop's fables. For some 2,500 years they have resonated and been remembered by humankind. They are a striking example of concreteness. For example, the story of the fox and the grapes ends with with the fox concluding that grapes out of his reach are likely sour -- hence the phrase "sour grapes", which appears in nearly every language. This provides a concrete image which lasts: Compare "sour grapes" to the conclusion "don't be such a bitter jerk when you fail." The latter has no staying power: It is naked fact. Something becomes concrete when it can be described or detected by the human senses. A V-8 engine is concrete; "high-performance" is abstract. Concrete ideas are easy to remember. Experiments have shown that people remember concrete over abstract nouns: "bicycle" over "justice" or "personality." The kidney-heist urban legend, for example, has tons of detail about the illicit procedure. PRINCIPLE 4: CREDIBILITY Sticky ideas have to carry their own credentials. We need ways to help people test our ideas for themselves. In the sole U.S. presidential debate in 1980 between Ronald Reagan and Jimmy Carter, Reagan could have cited innumerable statistics demonstrating the sluggishness of the economy. Instead, he asked a simple question that allowed voters to test for themselves: "Before you vote, ask yourself if you are better off today than you were four years ago." By: Dr M H Lakdawala [email protected] 39  What makes people believe ideas? We base it on authorities - our parents, traditional, experts, etc. If one can bring in a true authority then the problem of credibility is easily solved, but what if we cannot? This chapter focuses on how to create credibility when you don't have such authority figures. There are several ways to do this: (1) Use an anti-authority, (2) use concrete details, (3) use statistics, (4) use something called the Sinatra Test and (5) use testable credentials. Statistics: This is a time-honored and standard way to make a point, but needs to be used correctly. Statistics are rarely meaningful in and of themselves. Statistics will, and should, almost always be used to illustrate a relationship. It's more important for people to remember the relationship than the number. Use them as input, not output. Don't go make up your mind and then go looking for the numbers to support yourself -- that's asking for temptation and trouble. But if we use statistics to help us make up our minds