Advertising Copywriting and Design -- Workshop 1

Transcript

2. Welcome to the workshop!
3. Welcome to the workshop! Broc Sears Strategic Communication Bob Schieffer College of Communication 817.257.5052 b.sears@tcu.edu
4. The Foundation
5. The Foundation
6. The Foundation The Creative Process
7. The Foundation The Creative Process
8. The Foundation The Creative Process To create something
9. The Foundation The Creative Process To create something To reach a goal To solve a problem
10. The Foundation The Creative Process Research > Brainstorm > Rough > Comp > Proof > Finish
11. The Foundation The Creative Process Finish Proof Comp Rough Brainstorm Research
12. The Foundation The Creative Process Finish Proof Comp Rough Brainstorm Research
13. Research What do you want to learn about? Your reader Your client Your client’s product or service Your client’s target audience
14. Research Where do you go to learn about your reader? Government data Circulation data Sales kits Poynter State and National Newspaper Associations Google Scholar
15. Your reader The Average American
16. Your reader The Average American Eats an average of 48 pints of ice cream a year.
17. Your reader The Average American Consumes 274 eggs each year.
18. Your reader The Average American Devours 270.7 pounds of meat each year.
19. Your reader The Average American Drinks 20.4 gallons of milk (and those over 21... 28.3 gallons of beer).
20. Your reader The Average American Spends $1,200 on fast food and eats out 159 times each year.
21. Your reader The Average American Spends 10+ hours a day consuming media.
22. Your reader The Average American Spends 10+ hours a day consuming media. 4+ hours watching TV. 3+ hours online. 2+ hours with mobile. 20 minutes reading print. 12 minutes with a newspaper.
23. Your reader The Average American 12 minutes with a newspaper. What does that mean for us?
24. Your reader The Average American 12 minutes with a newspaper. What does that mean for us? Reads about 250 words per minute on an average. Average 3,000 words per day. Average page contains 1,000 words. Three pages.
25. Your reader The Average American 12 minutes with a newspaper. What does that mean for us? The good news is that readers scan. Roughly 20 seconds each page. Over 75% of community newspaper readers read the whole paper. Nearly 50% keep their paper for longer than a week.
26. Your reader The Average American 12 minutes with a newspaper. What does that mean for us? Ads need to be easy to find, easy to read, easy to remember.
27. Your reader The Average American 12 minutes with a newspaper. What does that mean for us? Our biggest competitor is time.
28. Your Client Where do you go to learn about your Client?
29. Your Client Where do you go to learn about your Client? Probably the internet. Client’s website Industry websites Competitor’s websites Similar business websites local and national
30. Your Client Generate a Creative Brief
31. Your Client Generate a Creative Brief As simple as fill in the blanks Who: What: Where: When: How: How Much: How Long: Why:
32. Your Client Generate a Creative Brief As complicated as any number you can find on the web 1. Background information 2. Unique selling proposition (Point of difference) 3. Clear objectives 4. Target audience of your client 5. Position and major competitors 6. Deliverables 7. Tone of voice 8. Client’s likes and dislikes 9. Budget 10. Timeline and milestones (Process and point of no return)
33. Your Client Generate a Creative Brief SWOT STRENGTHS WEAKNESSES OPPORTUNITIES THREATS
34. Your Client To generate a great Creative Brief Ethnography
35. Your Client To generate a great Creative Brief Ethnography Immerse yourself in the client’s culture
36. Your Client To generate a great Creative Brief Ethnography n Talk with the client n Visit the client’s business n Talk with the workers n Talk with the customers n Try the product or service n Examine current/old ads n Take pictures n Conduct enthography on the competition n Conduct enthography on businesses elsewhere
37. Your Client What will you discover?
38. Your Client What will you discover? Ethnography might lead you to... n The point of difference n The BIG IDEA n A great relationship... ...with you as their advertising expert! n A sale! n Success for your client! n Success for you!
39. The Foundation The Creative Process Finish Proof Comp Rough Brainstorm Research
40. Brainstorm
41. Brainstorm Is it worth the time?
42. Brainstorm How did they come up with this?
43. Brainstorm Or this?
44. Brainstorm Or this?
45. Brainstorm Probably from some type of brainstorming session!
46. Brainstorm Are there rules for brainstorming?
47. Brainstorm Are there rules for brainstorming? Nope!
48. Brainstorm But there are guidelines for successful brainstorming!
49. Brainstorm Guidelines for successful brainstorming n Establish a timeframe (20 - 45 minutes) n No limitations n No bad ideas n No negative remarks n Keep track of all the ideas Yes, ALL the ideas!
50. Brainstorm What is the best way to brainstorm?
51. Brainstorm What is the best way to brainstorm? The way that works the best for you!
52. Brainstorm Wordlists
53. Brainstorm Ice cream parlor
54. Brainstorm Ice cream parlor chocolate vanilla
55. Brainstorm Ice cream parlor chocolate vanilla cone waffle cone whipped cream nuts pecans walnuts gourmet gelato spoons long spoons sundaes three scoop four scoop hundred scoop red tables iron chairs scoops uniforms olde tyme barbershop dudes kids families pistachio whipped cream cherries bannana splits milk shakes cows
56. Brainstorm Word mapping. Mind mapping.
57. Brainstorm ice cream parlor
58. ice cream parlor chocolate Brainstorm
59. ice cream parlor chocolate spinkles extra charge Brainstorm
60. ice cream parlor chocolate spinkles extra charge credit card wallet Brainstorm
61. ice cream parlor chocolate spinkles extra charge credit card wallet alligator Brainstorm
62. ice cream parlor chocolate spinkles extra charge credit card wallet alligator milk shake Brainstorm
63. ice cream parlor chocolate spinkles extra charge credit card wallet alligator milk shake brain freeze Brainstorm
64. ice cream parlor chocolate spinkles extra charge credit card wallet alligator milk shake brain freeze headache wife Brainstorm
65. ice cream parlor chocolate spinkles extra charge credit card wallet alligator milk shake brain freeze headache wife nurse baby Brainstorm
66. ice cream parlor chocolate spinkles extra charge credit card wallet alligator milk shake brain freeze headache wife nurse baby Brainstorm
67. ice cream parlor chocolate spinkles extra charge credit card wallet alligator milk shake brain freeze headache wife nurse baby ice cream tacos taco tuesday legos batman justice league dvds Brainstorm
68. ice cream parlor chocolate spinkles extra charge credit card wallet alligator milk shake brain freeze headache wife nurse baby ice cream tacos taco tuesday legos batman justice league dvds Brainstorm
69. ice cream parlor chocolate spinkles extra charge credit card wallet alligator milk shake brain freeze headache wife nurse baby ice cream tacos taco tuesday legos batman justice league dvds Brainstorm
70. ice cream parlor chocolate spinkles extra charge credit card wallet alligator milk shake brain freeze headache wife nurse baby ice cream tacos taco tuesday legos batman justice league dvds Brainstorm
71. Brainstorm Da Vinci Word Lists
72. Brainstorm Da Vinci Word Lists
73. Brainstorm Da Vinci Word Lists . Ice cream parlor Flavors chocolate vanilla strawberry pistachio? chocolate chip mint rocky road birthday cake peach Animals chicken dog monkey armadillo rattle snake mustang wolf bunny okapi Colors red blue black purple green orange yellow gold silver TV Shows GOT Black-ish Ellen’s Game Bachelor Survivor NCIS NBC Nightly News Judge Judy Walking Dead
74. Brainstorm Da Vinci Word Lists . Ice cream parlor Flavors chocolate vanilla strawberry pistachio? chocolate chip mint rocky road birthday cake peach Animals chicken dog monkey armadillo rattle snake mustang wolf bunny okapi Colors red blue black purple green orange yellow gold silver TV Shows GOT Black-ish Ellen’s Game Bachelor Survivor NCIS NBC Nightly News Judge Judy Walking Dead
75. Brainstorm Google
76. Brainstorm Google
77. Brainstorm Google
78. Brainstorm Google
79. Brainstorm Google
80. Brainstorm Google
81. Brainstorm WWJD?
82. Brainstorm WW_D?
83. Brainstorm Time Travel
84. Brainstorm Time Travel
85. Brainstorm Idea Sprints
86. Brainstorm Idea Sprints 40 ideas in 10 minutes!
87. Brainstorm What if... ...it was a different business ...your mom ran this business ...this business was in New York City ...you were creating a tv commercial ...you were creating a movie ...you were creating a song ...you were creating a billboard
88. The Foundation The Creative Process Finish Proof Comp Rough Brainstorm Research
89. The Foundation Questions?
90. Next... The Design