advertising & imc - session 08 (chapter 11)

CREATIVEEXECUTIONArt & Copy

Would you run across the tracks to an opposite platform?

Would you stand too close to the edge of a platform?

Would you race around a lowered gate at a crossing?

Would you be walking along tracks?

How hard should it be to persuade people to not do things that may

injure them, ruin their health, or even get them killed?

We all know but we still do it.

These realities were understood by McCann’s Melbourne, Australia office when the Metro Trains network asked them to develop a campaign that would reduce fatal accidents around trains.

Important NoticeIt is dangerous to run across

the tracks while the train is approaching

Important NoticeIt is

dangerous to stand near to the edge of a

platform

Why would these types of ad not work?

Certain individuals see risky behaviors around trains as heroic or as showing a

devil may care attitude

Ignorance

Hasn’t really worked.

Messages that scare or frighten people could actually incentivize those who take risks.

And messages that preach tend to turn everyone off.

QuestionIf you were to develop a PSA campaign that

would deter people to do these stupid things, what would you come up with?

The ad agency decided to show that dying by crossing rails when a train is coming isn't heroic.

It's just dumb.

DUMB WAYS TO DIE

You can say the right thing about a product and nobody will listen. You've got to say it in

such a way that people will feel it in their gut. Because if they don't feel it, NOTHING WILL HAPPEN.

Bill Bernbach

WHAT YOU SAYHOW YOU SAY IT

in Print AdsCreating Great Copy

Components of an Advertisement

Image (Visual)

Slogan(Tagline)

Copy

Signature(Logo)

(Product Image)

Image (Visual)

Slogan(Tagline)

Copy

Product Image

Seal

Logo

So what’s the challenge about ?

Visuals/Images Headlines Subheads Body copy Slogans Tag-lines Seals Logos Signatures

HEADLINES

The largest type on the page - the words that will be read first and are situated to draw the most attention

HEADLINES

The most important thing a company says to the prospect. It explains or gives greater meaning to the visual and then immediately dictates the marketer's position in that person's mind, whether or not the prospect chooses to read on

Research shows that, on average, three to five times as

many people read the headline as read the body copy. So if the

message doesn't sell in the headline, the advertiser is

wasting money.

TYPES OF HEADLINES

Benefit Headlines

Speak English in 30 days or your money back

Try before you Buy

TYPES OF HEADLINES

News/Information Headlines

Newest racing bike in the town

Sale. Sale. Sale.

TYPES OF HEADLINES

Provocative Headlines

Betcha can't eat just one

TYPES OF HEADLINES

Question Headlines

What makes our customers smarter & richer than others?

Are you fed up with your work?

TYPES OF HEADLINES

Command Headlines

Obey your thirst

Just do it

Stop Baldness Today Before Your Head Looks Like A Bowling Ball

TYPES OF HEADLINES

Reason Headlines

20 Reasons Why Linux is Better Than Windows

Eat Breakfast at Mom’s. Here’s Why.

Why join a college when you can travel

TYPES OF HEADLINES

Sub Headlines

An additional smaller headline that can appear above the headline or below it

ONE OF THE MOST CREATIVE ADS EVER !

"Esencial moisturizes, but it has no grease."No big production. No digital effects. No jingle. No celebrity. No big comedy payoff.

Just a pure creative idea: a problem-resolution spot where the brand pointedly cannot solve the problem. It's a vivid demonstration of brand non-attributes. Inspired.

Cunning. Brilliant. And a demonstration of what creatives mean by "the big idea.”

The best taglines are Simple, Memorable, and Functional

A tagline should explain your product or service to potential customers or capture what it is that makes your business

different than your competitors’ businesses.