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Advertisning Creativity and Copy Structure

The document discusses advertising creativity and the creative process. It describes how creative ideas must be relevant to the target audience. It then outlines James Webb Young's model of the creative process, which includes immersion, digestion, incubation, illumination, and verification stages. Finally, it discusses elements of copy structure, including the headline, subheadlines, explanations, evidence, benefits, and closing slogan. The overall goal of creative advertising is to effectively communicate the campaign theme to the target audience.

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mohammed nizar
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© Attribution Non-Commercial (BY-NC)
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Download as PPT, PDF, TXT or read online on Scribd
554 views

Advertisning Creativity and Copy Structure

The document discusses advertising creativity and the creative process. It describes how creative ideas must be relevant to the target audience. It then outlines James Webb Young's model of the creative process, which includes immersion, digestion, incubation, illumination, and verification stages. Finally, it discusses elements of copy structure, including the headline, subheadlines, explanations, evidence, benefits, and closing slogan. The overall goal of creative advertising is to effectively communicate the campaign theme to the target audience.

Uploaded by

mohammed nizar
Copyright
© Attribution Non-Commercial (BY-NC)
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
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ADVERTISING CREATIVITY,

COPY STRUCTURE AND


COPY DECISION

Mohammed Nizar.N
 Ad creativity is the ability to
generate fresh, unique and
appropriate ideas that can be used
as solutions to communication
problems
 To be appropriate and effective, a
creative idea must be relevant to
the target audience
PLANNING CRATIVE
STRATEGY
 Doing creative ad is a challenge
 The job is to write copy, design layouts
and illustration or produce commercials
that effectively communicates the
central theme on which the campaign is
based
 Every market situation is different
 Risk is involved in creative advertising
 Creative personnel (art, literature,
music, humanities or journalism)
The creative process-
James Webb Young Model
“ the production of ideas is just as
definite a process as the
production of Fords; the production
of ideas, too runs as assembly line;
in this production the mind follows
an operative technique which can
be learned and controlled; and that
its effective use is just as much a
matter of practice in the technique
as in the effective use of any tool”
1. Immersion: gathering raw
material and information through
background research and
immersing yourself to the
problem
2. Digestion: taking the information,
working it over, and wrestling
with it in the mind
1. Incubation: putting the problem
out of your conscious mind and
turning the information over to
the subconscious to do the work
2. illumination: the birth of an idea
3. Reality or verification; studying
the idea and shaping it to
practical usefulness
Account planning
 Is a process that involves
conducting research and gathering
all relevant information about a
clients product or service, brand
and consumers n the target
audience.
Inputs to the creative
process
 Background research: knowledge
about general trends, conditions,
and developments in the market
place
 Product/service-specific research
 Qualitative research input: in
depth interviews or focus groups,
ethnographic research
Inputs to the creative
process: verification,
revision
 This stage of the creative process
evaluates ideas generated during
the illumination stage, rejects
inappropriate ones, refines and
polishes those that remain, and
gives them final expression
Creative strategy
development
 Advertising campaigns- a set of
interrelated and coordinated marketing
communication activities that appear in
different media across a specified time
period
- A campaign theme should be a strong
idea, as it is the central message that
will be communicated in all the
advertising and other promotional
activities
 Are short-term in nature
 Campaign themes are developed
with the intention of being used for
a longer time period
Copy structure
 Words have to be shaped and re-
shaped, simplified, sequenced, and
sentences must comprise the right
diction, syntax and grammatical
construction
2. Headline- an idea of interest that
catches the attention of the
consumers and the public
3. Amplification of the headline- to lead
the prospect to higher levels of
3.Explanation of the claims-
made in the headline and
subhead line
4.Citation of credible
evidence
5.Listing of benefits for te
consumer
6. A closing slogan that
capsulate the benefits

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