What makes advertising great?
Is it refreshable?
Audience resonance
Strategic relevance
Allstate Insurance does both

Creative strategy
Creative strategy guides those responsible for creating advertising
Creative brief <= go back and look at this!!!!!
Work plan
Copy strategy
Copy platform

Message strategy
Verbal
Non-verbal (visual)
Technical (producer, director, photographer, graphic designer, etc.)

Styles of thinking
Fact-based (affordability, proximity, etc.)
Value-based (connecting with family, an adventure, a romantic getaway, etc.)

Artistic aspects
Develop the BIG idea
Visualization/conceptualization
Transform or incubate the concept
Implement the BIG idea

Concept transformation techniques:
Adapt, imagine, connect, compare, eliminate, parody, reverse, adapt

Advertising pyramid
Action < desire < conviction < comprehension < awareness

Creative pyramid
Action < desire < credibility < interest < attention

Be a tough judge
Evaluate the practicality of the ideas
Decide whether to implement, modify or discard ideas
Be self-critical
Avoid stifling artists’ imagination
Assess risk involved with idea

ROI
Relevance
Relevance to strategic goals
Relevance to target audience
Relevance to…
Originality
…
…
…
Impact
What is affected? (knowledge, attitudes, behaviors, brand image)
How strong are effects? For how long will effects last?

Creative Messages

Video primacy
First type that comes to mind
Omnipresent and powerful
We react strongly to commercials
Love ‘em or hate ‘em
Often the reaction is visceral – from the gut
Ability to generate an emotional response speaks to their particular power
Longer for the viral video

Video messages
Use video and audio in combination
Use video as main way to deliver concept
Visual and motion to drive message
Characters, costumes, sets and locations, props, lighting, special effects, graphics
Use audio in support of video
Voice-over, sound effects, music
Focuses attention of audience

Video is special
Action: movement attracts and sustains interest
Emotion: humor, fear, pride, love
Storytelling: use of dramatic narrative
Imagery:
…
…
…

Style and feel
Humor
Pathos (“pulling heart strings”)

Many “broadcast” ads
Television
15, 30, 60 seconds
Radio
Theatre of mind, supporting medium
Infomercials
Demonstration and explanation
Online videos
Invitation, not intrusion; viral qualities
Movie trailers
Time, production quality, concentration
Product placement
Inclusion within pop-culture programming

Creating TV ads
Copywriter: write script, both dialogue and directions
Art Director: develop storyboard and look of ad
Producers: handles logistics of production
Director: responsible for actual filming
Composer: writes music, lyrics
Arranger: orchestrates music
Editor

Television copywriting
Script must include connection among images, words and sound elements
Moving pictures, spoken elements, music and effects must be integrated
“Audiovisual fusion”
Build around key visual

Creative planning
Length: 15, 20, 30, 60 seconds
Scenes: usually four to six scenes
Pacing: rate at which action develops
Key frames: single image, core concept
Execution elements: set, location, talent, cast, costumes, makeup, graphic design, etc.

Developing a script
Two to three words per second (90 words/30 seconds)
Script is merged with storyboard to depict visual elements and action
Pgs. 360-61
Storyboard is visual plan
Shows composition and progression
Six to eight still frames for 30 seconds

Stages of creative development
Key frames: basic creative concepts
Storyboard: sketches with detailed script
Photoboard: actual photographs
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Animatic: frames recorded on video
Rushes: raw footage
Rough cut: preliminary edited draft
Answer print: final mixed version

Broadcast production
Message design
Pre-production
The shoot
Live recording, film (35mm), videotape, animation, stop motion
Post-production

Radio commercials
Voices, music and sound effects
Foster an image in listener’s mind