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November 3, 2008 at 1:58 am · Filed under Advertising Media, Classified Advertising, Covert Advertising, Embedded Marketing, Interactive Advertising, Product Integration
They get to work, finding phrases that contain these 13 words. Then, 25 minutes later, you have a wide assortment of phrases:
- Fast Food, Food for Thought, Finger Food, Food Bytes/Bites.
- Bite the Hand that Feeds You, Mega-Bites, Big Bite, Little Bite, Bite your Tongue, Overbite, Underbite, Bite Down.
- Party Animal, Party Faithful, Life of the Party, Democratic Party, Republican Party, Independent Party, Party till you Drop.
- Club Sandwich, Ham Sandwich, Chutney Sandwich, Hot Sandwich, Hero Sandwich, Sandwich it in, Sandwich, Massachusetts. Read the rest of this entry »
November 3, 2008 at 1:55 am · Filed under Internet Advertising, Printed Flyers, Web Banners
You have all your tools in place: your four Creative Advertising exercises; your 10 Creative Twisters; and your brainstorming group skills. Now you’re ready to implement them.
Here’s a hypothetical assignment: write an internal flyer to notify your company’s employees of the annual picnic.
You begin by putting Creative Advertising #1 to work, making a list of the facts: Read the rest of this entry »
November 3, 2008 at 1:44 am · Filed under Advertising Media, Classified Advertising, Interactive Advertising
From time to time, you may be asked to get involved with a print advertisement. It might be a consumer ad. A retail ad about products on sale. A business-tobusiness ad targeting your vendors. A corporate ad for the community, etc.
However, the more generic your approach and the more general your audience, the more wasted circulation and the less likely it is that your message will reach its target efficiently. Read the rest of this entry »
October 28, 2008 at 11:29 pm · Filed under Content Wraps, Embedded Marketing, Graphic Design
Put the various elements together to complete the copy for a print advertisement:
Daily Rounds
Let’s have a round table discussion about healthy breakfast choices: Navel Oranges. Sweet, juicy Navels are just what thedoctor ordered. There’s nothing artificial about these golden sections of a 100 percent natural fruit. They’re high innutritious vitamin C. But low in calories. Full of refreshment. And they’ll fill you full of energy. Read the rest of this entry »
October 28, 2008 at 11:27 pm · Filed under Advertising Media, Embedded Marketing, Interactive Advertising, Internet Advertising
Notice how few words it took to make the health-related points and tell the story: There are no extraneous words to slow the copy down; no unrelated information to diffuse the story. Even the verb that asks for the order “Pick up • ..” relates to the product—oranges are “picked,” as we explored with Creative Advertising.
Once the story is completed, it’s time to start at the beginning: the headline. Since you’re telling a health story, let’s return to Creative Aerobics #2 and #4 and review the layers of information already created. Read the rest of this entry »
October 28, 2008 at 11:24 pm · Filed under Content Wraps, Covert Advertising
You might expect to work chronologically on an assignment: come up with a headline first, and then mite the lead-in, followed by a transition into the product story; then, a transition, and, finally, the wrap-up. That’s certainly an option, but you may be disappointed with the results: The copy feels flat. It doesn’t really come to life. No clear “sell” for the product emerges from the ad. The ad doesn’t resolve itself smoothly. Read the rest of this entry »
October 23, 2008 at 3:59 am · Filed under Advertising Media, Interactive Advertising
Rule 1. If there is one directive that is most important, it’s this: KEEP IT SIMPLE. Imagine every headline you write is a billboard on a highway. When it comes to words, less is almost always more. Use only as many words as it takes to make your point. Not one word more, but not one word less, either. Read the rest of this entry »
October 23, 2008 at 3:57 am · Filed under Advertising Media, Content Wraps, Internet Advertising
A traditional print ad can be broken down into specific parts: (a) the headline; (b) the lead-in; (c) a transition to (d) the story or “sell”; (e) a transition from the story or sell; and, (f) the wrap-up.
You may be asked to create a seventh element: a slogan or positioning line. For now, just execute the six elements listed above. Read the rest of this entry »
October 15, 2008 at 4:04 am · Filed under Classified Advertising
Look at the product label. What can you learn about Ivory Soap from the package? It’s 99 and 44/100 percent pure: what does that mean? And more importantly, what does that mean to the consumer? Look a little more deeply. What percentage of purity do other products exhibit? Check the other bars of soap. Do any of them record a purity statement? Why not? Draw some conclusions. Maybe other bar soaps aren’t as pure as Ivory. What is the consumer perception of washing with something that is less pure? Does it affect your sense of cleanliness? Are you less clean if you wash with a less pure soap? Read the rest of this entry »
October 15, 2008 at 4:02 am · Filed under Advertising Media, Internet Advertising
The difference between run-of-the-mill advertising and advertising that engages the reader, listener or viewer begins with vision: the ability to see the product or the product’s user in a way no one has observed previously. It is critical that you become a skilled observer.
Think about the advertising you have seen for cruise lines. What comes to mind? Hundreds of cruise guests standing at a ship’s railing as their friends and relatives see them off? A crowded dance floor peopled by couples in formal dress? Groaning tables of sumptuous food accompanied by exotic ice sculptures? Read the rest of this entry »
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