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Split Run Tests

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Blind Headlines

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How to Write Television Copy

• Moving images makes TV more engaging than print

• The challenge is to fuse the images with the words to tell a story

Principle: In great television commercials, words and pictures work together seamlessly to

deliver the creative concept through sight, sound, and motion.

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Ads are mini-movies

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Tools for Radio Copywriting• Voice

– Announcer or character• Music

– Creates a mood, establishes a setting– Jingles are catchy, “hummable”

• Sound effects (sfx)– “libraries,” CDs, online

Principle:Radio copywriters try to match the

conversational style of the target audience.

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Guidelines for Writing Radio

• Keep it personal• Speak to listener’s interests• Wake up the inattentive• Make it memorable• Include call to action• Create image transfer

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Writing for the Web• More interactive than any other mass medium—

more like two-way communication.• The copywriter’s challenge: to attract people to

the site and manage dialogue-based communication.

• The advertiser’s challenge: to understand the user’s situation and design messages that fit the user’s needs.

Principle: To write great copy for the Web, copywriters must think of it as an interactive medium and open up opportunities for

interaction with the consumer.

Design and Production

Advertising Principles and Practices

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• Sony Bravia/Fallon

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Using Visuals Effectively• Grab attention • Stick in memory • Cement belief • Tell interesting stories• Communicate quickly• Anchor associations

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Burger King

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Using Visuals Effectively• An intriguing idea grabs

attention and sticks in memory.

• A picture in a print ad captures more than twice as many readers as a headline does.

• People remember ads with pictures more than those with just type.

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Principle: The visual’s primary function in an advertisement

is to get attention.

The Art Director• In charge of the visual look of

the ad how it communicates mood, product qualities, and psychological appeals.

• They decide which type of visual to use—art, photography, film, animation, etc. for ads.

• May also work on branding/corporate logo including office interiors, merchandising materials, delivery vehicles.

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Designers Toolkit: Photos

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Designer’s Toolkit: Illustration

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Designer’s Toolkit: Color

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Designer’s Toolkit: Type

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Principle: Type has a functional role presenting the words so they can

be easily read; but it also has an aesthetic role and can contribute to the meaning of the message through its design.

Layout Stages

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Thumbnail Sketches Rough Layout Semicomps

MechanicalsComprehensives Final High-Resolution Film

Design Principles• Direction—creating a visual path for the eye• Dominance—the point of emphasis• Unity—elements fuse into one coherent image• White space—area not covered by art or type• Contrast—makes elements stand out from one another• Balance—formal and informal, symmetrical or

asymmetrical• Proportion—equally proportions of elements are visually

uninteresting• Simplify, simplify, simplify—the fewer the elements, the

stronger the impact

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Composition• Refers to the way elements in a picture are arranged

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Color Reproduction• Process colors

(magenta, cyan, yellow, black) are used in the four-color printing process.

• Color separation is a process by which a printer reduces or “separates” to four negatives for each of the four colors.

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Planning the TV Commercial• Creatives plan

– :10, :15, :20, :30, :60– Number of scenes;

shots in each scene– Key visual: the image

that sticks in the mind– Where/how to shoot

• How much product info?

• Pace: fast or slow?• Level of controversy

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Producing TV Commercials• Animation

– Used to create characters like the GEICO gecko

– With computer animation, images appear real

• Stop motion– Used in claymation or to

make other inanimate objects appear to move

• Music and action– Should match music to

action; can be used to get attention, set a mood, or stick in memory

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Picking a Director

• The most important decision for any agency doing a TV spot.

• He or she will either make it much better or much worse.

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Television Production Process• Preproduction

– Production notes; preproduction meeting; find talent, location, props, costumes

• The Shoot– Recording the action; technicians include camera

operator, gaffer, grip; record music, sound effects, voices; graphics

• Postproduction– The editor assembles the pieces to match the storyboard;

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Effective Web Design• Web pages, especially first screens, should follow the

same layout rules as posters.– Graphics should be attention-getting but quickly

downloadable.– Type should be simple; avoid all caps.– Use high-contrast colors.

• Web pages can combine elements and design styles from many different media including print, still photography, film, animation, sound, games.

• Web designers use many tools including animation, complex navigation paths, and sophisticated design software.

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The One Club Creative Showcase The One Club Creative Showcase

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The One Club advertising competition hosts this site to showcase winning advertising.

Visit the Site

Action and Interaction• Web advertisers are continuing to find ways to

make the imagery more engaging.– www.climbmeru.com

• Sites should have clear navigation.– Users should be able to easily move through the site

and find what they want.• Regular site visitors should be able to customize the

site.• Minicomputers, PDAs, and cell phones present new

opportunities and challenges for businesses to display products on the small screen.

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