AD AGENCY / VARIOUS DEPARTMENTS

‡ ACCOUNT ‡ COPY ‡ ART ‡ PRODUCTION ‡ MEDIA ‡FILMS , RADIO & TV

CREATIVE CONNECTION

‡ SOUL OF ADVERTISING ‡ SHOW AND TELL / COPY AND VISUALS ‡ CATALYST TO MARKETING ‡ DEFINING ADVERTISING / BLENDING WORDS AND ART ‡ IMPORTANCE OF COPY

WHAT MAKES A COPYWRITER

‡ KNOWLEDGE --- EDUCATION + EXPERIENCE

‡ HOW COPYWRITING DIFFERS FROM OTHER CREATIVE FORMS

‡ TYPES OF COPY

AD COPY STRATEGY

‡ CLIENT WHAT YOU NEED TO KNOW ABOUT HIM ‡ PRODUCT RESEARCH IT THOROUGHLY ‡ TARGET AUDIENCE CUSTOMER PROFILE ‡ BUYING MOTIVES ‡ LEVELS OF MOTIVATION ‡ CONNECTION BETWEEN VERBAL / VISUAL COPY STRATEGIES ‡ COPY APPEALS

HEADLINE ITS IMPORTANCE

‡ SELLING PROCESS

‡ A & I

‡ SUB HEADLINES

BODY COPY, MANDATORIES, COPY LANGUAGE

‡ ‡ ‡ ‡ ‡ ‡ ‡ ‡ ‡ ‡ ‡ ‡ BODY COPY FACTUAL, DIRECT, RATIONAL APPROACHCOPY DEVELOPMENT FOR THE FACTUAL APPROACH NARRATIVE APPROACH COPY DEVELOPMENT FOR THE NARRATIVE APPROACH EMOTIONAL APPROACH COPY DEVELOPMENT FOR THE EMOTIONAL APPROACH MANDATORY REQUIREMENTS COMPANY SIGNATURE LOGOS SLOGANS COPY LANGUAGE

AD CAMPAIGN
‡ ‡ ‡ ‡ ‡ ‡ ‡ ‡ ‡ ‡ PLANNING ADVERTISING THE CAMPAIGN COPY VISUALS AND USE OF SOFTWARES PROCEDURES FOR DEVELOPING CONCEPTS FOR CAMPAIGNS AND COPY STEPS TO DEVELOP CAMPAIGN CONCEPTS MARKETING COMMUNICATIONS: FUNCTION & RELATIONSHIPS CAMPAIGN OBJECTIVES: BRANDING BRANDING VS AWARD WINNING ADVERTISING CAMPAIGN CONCEPTS

WRITING FOR RADIO AND TV

‡ RADIO ‡ SPECIAL CONSIDERATIONS ‡ WRITING FOR RADIO

‡ TV ‡ THE TV WRITER AND TV S UNIQUE NEEDS

COPY FOR OTHER MEDIA

‡ DIRECT MAIL ‡ OUTDOOR ADVERTISING ‡ TRANSIT ADVERTISING ‡ POP ADVERTISING

VISUALISATION OF IDEAS

‡ MAKING THE VERBAL / VISUAL CONNECTION ‡ SOURCES FOR CREATIVE IDEAS ‡ DEVELOPING IDEAS ‡ VISUAL THINKING ‡ APPROACH TO IDEA VISUALISATION

METHODS & TECHNIQUES FOR IDEA VISUALISATION

‡ SOURCE OF CONCEPTS

‡ WORD / PICTURE ASSOCIATION

‡ WAYS TO VISUALISE

VIZTHINK EXERCISES

‡ FACES, FIGURES & PRODUCTS

‡ COMPOSITION

‡ IDEAS FOR RADIO & TV

ADDITIONAL WAYS OF VIZTHINK

‡ PACKAGING

‡ SALES PRESENTATION

‡ DIRECT MAIL

AMABILE MODEL

CREATIVITY

EXPERTISE

CREATIVE THINKING SKILLS

MOTIVATION

‡ KEEP DOING THE SAME THING KILL CREATIVITY

‡ SYSTEM BY DESIGN IS WHAT FLAWS THE SYSTEM ITSELF

‡ EXPERTISE = KNOWLEDGE

‡ CREATIVE THINKING SKILLS = HOW PEOPLE APPROACH PROBLEMS

‡ MOTIVATION = THE DESIRE OR DRIVER FOR WHAT WE WILL ACTUALLY DO i.e. TO SOLVE A PROBLEM

FOCUS ON TWO KEY ELEMENTS RELATING TO MOTIVATION

1. HOW IT IMPACTS CREATIVITY

2. HOW MANAGERS INFLUENCE CREATIVITY THROUGH MOTIVATION

‡ ‡ ‡

THERE ARE TWO TYPES OF MOTIVATION: 1. EXTRINSIC 2. INTRINSIC

EXTRINSIC - OFFERING MONEY AS REWARD OR THREATS; THESE ARE CONSIDERED BEST BY MANAGERS AND USED MOST OFTEN

INTRINSIC COME FROM WITHIN A PERSON FACTORS LIKE PASSION AND SELF-INTEREST; WHEN PEOPLE ARE INTRINSICALLY MOTIVATED THEY WORK BEST AND ENJOY THE CHALLENGES THAT COME THEIR WAY