Exam 11: Executing the Creative

Clichés and well-known phrases may reflect how people really talk, but in ad copy they send the signal that the product is bland, stale, old-fashioned, or offers nothing new.

Who are the main members of an advertising agency's creative team? List as many as possible.Consider how they are assigned tasks in producing written, audio, and visual elements of ads, and briefly describe these roles and responsibilities.Then identify several key people-from both inside and outside the agency-who are involved in TV production.

Art production for advertising to appear in cyberspace-particularly those composed of headline, body copy, and illustration-most closely resembles production of advertising for

An account planner has been added to many creative teams to

A script is a written version of the television commercial.It controls the flow, coordinates all audio and visual elements, and helps make decisions about location, cast, and schedule.

Scenario 11-3 A 30-second TV spot begins with a strip of yellow litmus paper being lowered into a bottle of household cleaner.Music plays in the background.The words "You Probably Know This.Litmus Paper Measures Alkalinity" are superimposed on the bottom of the screen.The litmus paper is removed, and it has turned a dark blue-green color."You Probably Know This.The Darker, The Harsher" is then superimposed.A series of cuts reveals litmus paper being lowered onto different bars of wet soap.In each case, the strip turns a dark color.The brand name of each bar of soap is superimposed underneath.Finally, litmus paper is lowered onto a bar of Ivory soap.The paper remains yellow.Three superimpositions appear in succession: "Ivory," "Ivory is the mildest," and "Bar none." -(Scenario 11-3) Which guideline for copywriting is most strongly demonstrated by this spot overall, one that is also important in radio copy and digital/interactive copy?

In a unique twist, some contemporary companies now ask customers for their advertising ideas and suggestions.This crowdsourcing is a dynamic way to energize the creative process and allow consumers to show that they "get" the brand.

The copy approval process usually begins with the advertiser's senior executives.

What are the five standard techniques used in preparing body copy?

Scenario 11-1 After a series of public relations setbacks, Japanese automaker Toyota unveiled a new company slogan in 2010. The slogan read, "Drive a Toyota. You'll never stop." The company hopes the new slogan can once again instill confidence into a number of consumers who grew weary of the brand after a number of massive recalls in recent years. The company chose to go with the slogan after turning down a number of others, including, "Toyota Puts the Pedal to the Metal. And keeps it there," and "Toyota. The Last Car You'll Ever Drive." The new slogan will be featured in all of the company's future advertisements.(Andy Borowitz, "Toyota Unveils New Slogan: 'Drive a Toyota. You'll Never Stop'." The Huffington Post, February 6, 2010.) -(Scenario 11-1) To create successful advertisements for interactive media, Toyota must understand the differences between interactive media and traditional one-way (non-interactive) media. Which of the following implications is true of interactive media?

A creative director is working with several new interns, so she is putting together a brief set of copywriting tips for TV commercials.She realizes that a number of suggestions can be made, but which of the following would not be included on her list?

Though at one time the creative team consisted of an art director and a single copywriter, today it is composed of art directors, copywriters, media planners, and account planners.

Scenario 11-2 You are the creative director at a Milwaukee ad agency.Today, your copywriters are presenting you with their ideas for several 30-second radio spots for the City of Milwaukee Tourism Bureau, which wants to feature its own information center and tours, as well as city museums, art galleries, concerts, festivals, and special events.When they are ready, the best ideas will be taken to the marketing director at the City of Milwaukee for review and approval. -(Scenario 11-2) One copywriter presents a spot that is funny, delivers the key selling points, and uses opening music as well as sound effects representing various elements of the city.You need to get it recorded before sending it to the client.You send it with the young copywriter to a trusted recording studio with the caution to "use SFX with care." By this, you mean

Scenario 11-3 A 30-second TV spot begins with a strip of yellow litmus paper being lowered into a bottle of household cleaner.Music plays in the background.The words "You Probably Know This.Litmus Paper Measures Alkalinity" are superimposed on the bottom of the screen.The litmus paper is removed, and it has turned a dark blue-green color."You Probably Know This.The Darker, The Harsher" is then superimposed.A series of cuts reveals litmus paper being lowered onto different bars of wet soap.In each case, the strip turns a dark color.The brand name of each bar of soap is superimposed underneath.Finally, litmus paper is lowered onto a bar of Ivory soap.The paper remains yellow.Three superimpositions appear in succession: "Ivory," "Ivory is the mildest," and "Bar none." -(Scenario 11-3) A copywriter came up with the idea to superimpose the words, "You Probably Know This.Litmus Paper Measures Alkalinity" and "You Probably Know This.The Darker, The Harsher." Considering the nature of this ad, which general guideline for television copywriting does this follow?

The creative concept can be thought of as the

No matter what other positive aspects it may possess, a headline does no good unless it

An agency is creating a new print ad for a whitening toothpaste.In thinking through the new layout, the art director would begin by asking his staff for several comps, just to see the placement of various elements and get an idea of the general presentation.

A print ad for a new wood floor cleaner shows before-and-after shots of a long hallway that has been cleaned and polished.This is an example of communicating product features or benefits through illustration.

Scenario 11-1 After a series of public relations setbacks, Japanese automaker Toyota unveiled a new company slogan in 2010. The slogan read, "Drive a Toyota. You'll never stop." The company hopes the new slogan can once again instill confidence into a number of consumers who grew weary of the brand after a number of massive recalls in recent years. The company chose to go with the slogan after turning down a number of others, including, "Toyota Puts the Pedal to the Metal. And keeps it there," and "Toyota. The Last Car You'll Ever Drive." The new slogan will be featured in all of the company's future advertisements.(Andy Borowitz, "Toyota Unveils New Slogan: 'Drive a Toyota. You'll Never Stop'." The Huffington Post, February 6, 2010.) -(Scenario 11-1) As Toyota designs its new ad campaign, it will need to do in-depth copywriting along the way. One of the most common mistakes in copywriting is

Explain why producing a television commercial is an extremely expensive undertaking.Then describe a television commercial that you have seen recently.Analyze it in terms of how it meets (or fails to meet) two of the five primary creative guidelines for television ad production as noted in the text.Then discuss what decisions may have been made about this commercial based on budgeting factors.