Chapter 11Creation of Advertisements and

Commercials(Part.1)

Novrita Widiyastuti, S.Sos

Creativity in advertising

• Creativity is definitely one the most important aspect in advertising, on the other hand advertising must be persuasive and motivates the audience

Creativity in advertising means

• Effective in helping the advertiser achieve its marketing objectives.

• Provide a unique and effective way to communicate with the target audience

• Creating advertising message which relates and provides answers to the target audience’s needs and wants

• Persuasive message which motivates the consumers, therefore contributing to sales

• Effective in establishing brand image • It must be ethical

The Creative Brief

• The advertising objective

• The audience needs/ wants/problems

• The aspects of the brand which can fulfill the needs/wants or solve the problems of the target audience

• The motivation to buy the brand

• The way to communicate effectively

Brainstorming

• It is the practice of the creative people to brainstorm together to get ideas

• When brainstorming, all ideas that comes are listed and discussed.

• The ideas might relate to the feature and benefits of the products, or consumers behavior that you want to evoke with your message.

• The ones with potentials are short listed and finally the “big “ idea is selected.

The Creative Strategy

• Who to influence

• What to say in order to influence

• How to say in order to influence.

Execution

The message execution should be:

• Attractive, attention getting

• Simple and easy to understand

• Able to create the perception as defined in the creative strategy

Elements of Print Ad

1) Headline: Short sentence/phrase placed prominently in a print ad with oustanding letters

2) Body Copy: an elaboration of the statement or promise made in the headline or sub headline

3) Tagline: a short catchy phrase or end statement that embodies the broad strategy of an ad.

4) Visual: picture made to describe the ad5) Brand logo: Symbol/name of the product/sponsor

HEADLINE

• Offers a benefit

• Announce something new

• Arouse curiosity

• Strong head-visual relationship

• Mention the brand name

• Identifies the type of product, service or company

BODY COPY

• Avoid complicated words

• Ends with an urge of action

TAGLINE

• K I S S

• Catchy

• Easy to understand and remember

VISUAL

• Gain attention unusual, new, attarctive, provocative

• Shows the product

• Brand name