LECTURE-3

Creative Execution
Art and Copy

Execution of the Big Idea

To resonate with an audience, you have to
execute your ideas in a way that impacts
your audience.
Nonverbal aspect of the ad is as important
as the copy.

Creating Print Ads

Designing the Print Ad

how the artistic elements of an ad are chosen and
structured
style is set by choosing artistic elements and
blending them in a unique way.
Timberland
big sweeping scenes, small and scarce type to give
impression of being in the wide open.

Creating Print Ads

Layouts
overall orderly arrangement of all the format
elements of an ad (visuals, headlines, subheads,
body copy, slogan, seal, logo, and signature)
Helps client and agency know how ad will look
and feel in advance.
Helps create the mood for the ad.
Serves as a blueprint
shows size of pictures,

The Design Process

Creative Phase
Nonfinal art is submitted

Prepress (or production art) Phase

the artist prepares a mechanical, which is final
artwork with actual type in place along with all
the visuals the printer will need to reproduce the
ad

Design Process

Thumbnail Sketches
small, basic sketch w/o details

Rough Layout
drawn to actual size of ad, headlines show font to
be used, and photos sketched in, to be developed
later.

Comprehensive Layout
highly refined, uses colored photos, final type
style and size, glossy coat.

The Design Process

Dummy
put together page by page to look like finished
product

Mechanical
shows printer exactly where type and visuals go
mostly done on computers now
some still actually paste type, line art, and
colored paper on paste boards

Approval
every ad must get a green light, and those who
are not experts have opportunity to change it all

What Design Works Best

74% of readers ignore ads.
Top ads give 82% to the visual

visuals get attention.

Large headlines get attention

10-15% of space, when below visual, most
attention

Readership drops if there are 50+ words

high involvement, more you tell, more you sell

Need company logo/name (5-10%)

Basic Rules of Design

Design must be in balance
ad should be broken in pleasing
proportions
directional pattern to indicate sequence
Unity--ad should be held together
One element should dominate (emphasis)

Purpose of the Visual

Most readers look at picture, then headline,
then read copy.
Visual should:

get attention, clarify copy, identify subject, show

product, create favorable impression

Purpose of the Visual

Common subject or focus for visuals

package containing product

product alone
product in use
how to use the product
product features
comparison of products
user benefit
humor
testimonial
negative appeal

Selecting the Visual

If visuals are to be used, then:

How many?
How large?
Drawing or photograph?

Copy design elements

Headline
contains words in the leading position, will be
read first, draw most attention after visual
good headlines attract attention, engage the
audience, explain the visual, lead into the body of
the ad, present the selling message.
Most important thing you say to prospect
should offer benefit easy to grasp
over 10 words generally does better, aim for one
line At 60 mph the loudest noise in a Rolls

Headlines

Power words can be effective if theyre

honest
suddenly, announcing, introducing, its here, at
last, revolutionary, etc.

Types of Headlines

Benefit: promise reward, not too clever

News/Information: Promises info
Provocative: stimulates ?s or curiosity
Question headline: encourages readers to
answer some question, needs to make them
think
Command Headline: orders readers to do
something

Headlines That Work

There are only three kinds of headlines that really work.
1. Appeal to the readers self-interest.
Offer a great benefit that the reader wants in the headline.
Example:
"Lose 10 Pounds In 10 Days"
People are interested in themselves.
Promise them what they want in the headline, and you have a
winner.
In this case, the prospects, [people who want to lose weight] will
want to read about how to do it [in your ad copy].

2. Write a news headline.

People love news, and they want to read about it [in your
ad copy].
Example:
"Announcing A New Breakthrough In Household
Cleaners"
If you were in the market for household cleaners [your
target audience], you would want to read this news.

3. No No No. Negative headlines don't work.

People don't like them, and they often misinterpret
those negative feelings and direct them back toward the
company.
4. Meaningless, unrelated, or off-subject headlines
don't work.
Saying "The Quality Of Value" or "King Henrys
Favorite Fruit" or "Now Is The Time" are useless.
5. Hard-to-understand headlines don't work.