Content, Copywriting & Creativity

Welcome to Week 3 Lecture

Content, Copywriting & Creativity

6MK508

What did we cover last week – Week 3

  • What is Creativity?
  • Discussed theories around creativity & dissecting print adverts
  • Print Adverts – Activity Portfolio #2
  • Research: Sign up & Collect
  • Pebble Pad launch with Rob
  • Set you the task of creating your own Portfolio & uploading Week 1 & 2 work

Course Research: Start to Sign up & Collect

Start collecting Good & Bad:              Sign up to Industry e-newsletters or

Direct Mail, Packaging, Print Adverts, follow on social media: Instagram & FB posts,

Outdoor (take photos of ads ▪ Campaign outdoors/tube/bus)   ▪ The Drum

  • Marketing Week
  • Marketing
  • CIM (free newsletter)
  • LinkedIn & brands/businesses

It will be super helpful on this course for ideas.

What we will cover today – Week 3

  • The Course workload & My Support to you ▪ Assignment #1
    • More detail
    • How to Evaluate campaigns
    • Examples of previous submissions
  • 10:00-10:15am Coffee Break
  • Models – a quick run through
  • Media: Packaging

Seminar Today:

  • Creativity and Copy considerations with packaging
  • Activity 2: Packaging – Pebble Pad
  • Replicating the Team Environment for peer review/critique

THE COURSE WORKLOAD & MY SUPPORT TO YOU

The Course workload & My Support to you

The current environment

  • Unlike previous years – you have one individual who is both lecturer & module support.
  • You also have a Covid-19 online environment to deal with

The course structure

  • How are you finding it? What you expected?

A reminder of the workload

  • Assignment 1 – critical analysis of a campaign in 10-12 + 1 reference slides
  • Weekly activities – they form your Assignment 2 so you are building your assignment as you goTie in your portfolio work with theory I teach, reading you do that I provide you, or your previous course knowledge ▪ Assignment 2 is:
  • 1 x Portfolio
  • 1 x 2000 word essay
  • 1 x 500 word self reflection of the copywriting & creative process you went through

Support for you

I am offering you 121’s throughout course – access to Bronia during Monday 4-5 Asynchronous sessions if you book in advance by email: b.thomas2@derby.ac.uk

ASSIGNMENT 1 – MORE DETAIL

Assignment #1 – More Detail

Coursework 1 (30%) is based on Learning Outcome #1 below:

To be able to critically analyse an advertising campaign’s use of writing and imagery

using appropriate theory and models.

 

30% of the marks

10-12 +1 slides, max 150 words each

Deadline: March 5th 2021 @11:59pm

Assignment 1

What do you actually  have to do?

  • Select a current or recent advertising campaign and analyse its use of words, images, tone of voice (TOV) structure, media (incl. music) and timing used.
  • You need to prepare an individual report in PowerPoint or Canva etc (submitted as a PDF to Turnitin) using not more than 10-12 slides (plus 1 slide for references)
  • A maximum of 150 words per slide. No more than 1500 words in total.
  • Your slides should make good use of appropriate images and models. This should be ‘designed’ to ‘look good’. Think about your presentation. Think ‘creative’ instead of ‘academic’

HOW TO EVALUATE CAMPAIGNS

Product/Purpose of the Advert

▪ What is the purpose to the advert? Brand? Selling a product/Service?

Target Audience

  • Who is the target audience? Is it clear?
  • What is it about the images or copy or TOV that helps target that particular audience?

Story

  • Is there a story in this advert? What is it? Why was it chosen?

Message

  • What is the message? Is the message clear?
  • What is it about the images or copy that helps to make the message?

 

Models

  • Can any theories or models be applied and critiqued? (put in doc & complete)
  • Use theories discussed in lecture/seminar + weekly reading + any of your own previous coursework theories or independent research

Tone of Voice (TOV)

  • What is the tone-of-voice used? Why was it chosen? Is it right?
  • What about the pace of speech?
  • What about the copy/script chosen? What effect does it have?

Media

▪ What media did they use and why? The campaign might have been across a lot of media? If so – what was it and why was it integrated? Did that benefit the brand?

The time of year it was shown

  • What is the timing of the ad? Why now? Is there anything related to PESTLE that makes this a relevant or irrelevant advert?

Success or Failure?

  • How successful do you judge the campaign to be? (You may find news stories about the campaign in the trade press.)
  • What could they have done different if anything?
  • Were there any spin offs? Merchandising? Partnerships? Continuations to the story?
  • What was written about the advert by customers and the industry that judges them?
  • Any sales figures or measurement that you can find?
  • What are their competitors doing?

How to do it?

  • Present your findings like a commercial document review.
  • This shouldn’t look lik an academic paper. Think about layout and using the brand that you are reviewing, to brand your document.
  • Use imagery and examples of copy to demonstrate your analysis. When done, Turnitin.

Critically evaluating anything: General Questions for Analysis

  • What’s good?
  • What’s bad?
  • What could be improved?
  • How does it compare to others that are similar? ▪ Is it relevant to more than one group?
  • Is it as relevant now as it was at the time it was designed/published/broadcast?
  • Does it ‘work’ – do the job it was meant to do?

 

Critically Evaluating Creative Output Guidelines

  • Is the creative approach consistent with the brand’s marketing and advertising objectives?
  • Is the creative approach consistent with the creative strategy and objectives? Does it communicate what it is supposed to?
  • Is the creative approach appropriate for the target audience?
  • Does the creative approach communicate a clear and convincing message to the customer?
  • Does the creative execution keep from overwhelming the message?
  • Is the creative approach for the media environment in which it is likely to be seen?

(Belch G.E. & Belch M.A. (2018) Advertising & Promotion 11th Edition, p2334-335)

Critical evaluation of advertising

 

Does it?

  • Identify target market
  • Identify message
  • Identify media objectives
  • Identify FAB and USP
  • Consider media used
  • Consider appeal
  • Comment on design Then…
  • Examine use of language
  • Examine use of images
  • Compare with other campaigns
  • Obtain consumers’ reaction
  • Evaluate overall success

 

What about language and images?

  • Comment on the language used in your chosen ad
  • Why have these specific words and phrases been used? They have been selected carefully.
  • Comment on the images used
  • Do these help to communicate the message? Again, these have been deliberately designed.

 

Tracking your ad’s effectiveness

  • One of the greatest revolutions in TV advertising has been the relatively recent innovation in tracking the viewing of TV adverts.
  • Previously the only way you could measure effectiveness was by using something like an offer code on the ‘endframe’ which could attribute sales to TV advertising when someone redeemed the offer like quoting a code/offer.

Online Tracking Software

  • Advert tracking has now progressed to online software being able to determine how well a media plan is performing.
  • Tracking software can correlate a TV ad running with hits on a website or an increased sales spike in an E-commerce platform.
  • Using this data, it is possible to track a TV ad campaign and make adjustments to the placements of ads in the weeks after launch to get the best ROI from a media budget.
  • Does your ad have any results posted online? Any indication of how it did?

How to select your ad campaign

  • Selecting a TV campaign is often the easiest place to start
  • BUT, remember a campaign is often not just ‘a tv ad’ – It may be across several different kind of media – print, outdoor, environmental
  • Press coverage of ‘best’ adverts
  • Trade press coverage of new campaigns
  • Lists of successful campaigns, e.g. Adweek Look for Award winning Campaigns (or failures)

Waitrose & John Lewis Xmas 2020

The TV advert

https://www.youtube.com/watch?v=LUmPzwLNiMk

All about the concept:

https://www.johnlewis.com/content/makingofchristmasadvert

About the ‘in store’ link & overall campaign https://www.campaignlive.co.uk/article/johnlewiswaitrosesjointchristmascampaignencouragesnationgivelittlelove/1699987

John Lewis – 2019 Christmas advert – Edgar

A John Lewis spokesperson said.

‘We don’t give out a number but in previous years it has been spoken about as being £7million and it is the same territory this year. But the vast majority of that is on media spend, and then it also includes production of the ad’

 

Search for your campaigns on agency & industry websites

Websites, like the one above, are a great resource for recent and top  or popular ads that you could select for your critique and analysis.

https://digitalagencynetwork.com/work/adcampaigns/

Heineken

 

A LOOK AT PREVIOUS YEARS’ SUBMISSIONS

Examples of Previous submissions

We will run through 2 x examples for Assignment #1 that have been used in previous years for this assignment.  They achieved excellent marks for submission.

“Sorry I spent it on myself” – Harvey Nicholls (Christmas 2013) https://www.youtube.com/watch/ITyeI3YyYw8

“It’s good to be bad” – Jaguar Top Car (2014) https://www.youtube.com/watch?v=B_30ZRZAI0

 

Examples of Previous submissions

We will run through 2 x examples for Assignment #1 that have been used in previous years for this assignment.  They achieved excellent marks for submission.

“Sorry I spent it on myself” – Harvey Nicholls (Christmas 2013) https://www.youtube.com/watch/ITyeI3YyYw8

“It’s good to be bad” – Jaguar Top Car (2014) https://www.youtube.com/watch?v=B_30ZRZAI0

How was the ad received ?– Jaguar 

https://www.theguardian.com/media/2014/jul/16/jaguaradtomhiddlestonbannedyoutube

NOW I WILL SHOW YOU THE 2 PAPERS RELEVANT TO THE ADS ON THE PREVIOUS SLIDES, BUT THESE WILL NOT BE ON BLACKBOARD LATER AS WE CAN’T RELEASE

PREVIOUS PAPERS DUE TO PLAGIARISM ETC.

 

MODELS A QUICK RUN THROUGH

Reviewing models & some to use on this course

How to use a model:                 

Show the model       Analyse the info             Explain the action        Refer back to the Introduce the model you             completed with            in the model and      this model will             model in are going to use & why     relevant            tell us what it             prompt you to             presentations information            tells you            take      when relevant

SHOW     LINK TO CLOSE INTRODUCE    ANALYSE

MODEL                                ACTION                            THE LOOP

 

Models & Acronyms – a quick run through

Versions of CAIDA / AIDCAS: problem, solution

 

  • Context – often implied by placement of copy or personalisation
  • Attention
  • Interest
  • Desire
  • Problem
  • Solution
  • Call to action

Useful with longer copy, especially direct mail.

  • Attention
  • Interest
  • Desire
  • Conviction – reader is convinced
  • Action
  • Satisfaction – comes after use of product/service so copywriting must sell accurately to achieve this

 

LINEAR MODEL OF COMMUNICATIONS

(Schramm, 1955; Shannon and Weaver, 1949, 1962)

 

Notes on the Linear Model of Communication

Source: the individual or organisation sending the message

Encoding: transferring the intended message into a symbolic style that can be transmitted

Signal: the transmission of the message using particular media

Decoding:       understanding        the   symbolic        style of     the        message  in        order        to understand the message

Receiver: the individual or organisation receiving the message

Feedback: the receivers communications back to the source on receipt of the message

Noise: distortion of the communications process, making it difficult for the receiver to interpret the message.

(Schramm, 1955; Shannon and Weaver, 1962)

Young’s model of the creative process

STEPS PROCESS
1.    Immersion Gathering raw material and information through background
2.    Digestion Taking the information, working it over, and wrestling with it in the mind
3.    Incubation Putting the problems out of your conscious mind and turning the information over to the subconscious to do the work
4.    Illumination The birth of an idea – the ‘Eureka’! I have it!

Phenomenon

5.     Reality or Verification Studying the idea to see if it still looks good or solves the problem; then shaping the idea to practical usefulness

Developed by James Webb Young from J. Walter Thompson agency

(Belch G.E. & Belch M.A. (2018) Advertising & Promotion 11th Edition, p276)

McKinsey’s Consumer Decision Journey

MEDIA & PACKAGING

 

  • What do you think of when you think of packaging?
  • What do you think of when you think of packaging?
  • Cereal box?
  • Food box
  • Amazon box
  • What do you think of when you think of packaging?
  • Cereal box?
  • Food box
  • Amazon box
  • How do we define what packaging is?
  • What do you think of when you think of packaging?
  • Cereal box?
  • Food box
  • Amazon box
  • How do we define what packaging is?
  • What role does copywriting play in packaging?
  • What do you think of when you think of packaging?
  • Cereal box?
  • Food box
  • Amazon box
  • How do we define what packaging is?
  • What role does copywriting play in packaging?
  • What role does sales promotion play?

 

What is the purpose to packaging?

  • To protect what is inside from damage/spoilage/hygiene!
  • For ease of transport
  • For ease of stacking/display
  • For ease of handling as a consumer when purchasing
  • For ease of storage at home before use

What do we put on packaging & why?

Brand information/logo for recognition, brand awareness, customer loyalty
Product information for consumer information/education & help
Ingredients/contents for consumer health, protection, awareness
Imagery / graphics to aid recognition & stand-out from competitors
SKU code etc to help retailers to be able to stock/scan & sell
Price info (occasionally) for customer info
Sales promotion messages to drive sales

What do we need to think of when we design packaging?

  • Shapes and structures
  • Print and production quality
  • Graphics and decoration
  • Shelf stand-out
  • Shelf ‘fit’ (grocery store parameters)
  • Useability and openability
  • Product protection
  • Supply chain efficiency
  • Innovation and originality
  • Environmental impact
  • Added value to the brand
  • Sales Promotion
  • Great customer experience and brand interaction

A brief history: packaging

The story began 3,500 years ago in Egypt with glass and continued with mulberry bark containers in China and Napoleon’s push for canned food.

Design and branding entered the story in the 1890s when NABISCO created the first branded consumer package.

In our time, plastic is packaging’s workhorse, and recycling, increased branding capabilities and serialized packaging are making headlines.

Follow this link below for 3 great videos on the history of packaging.

https://www.digimarc.com/resources/histor yof

packaging#:~:text=The%20story%20began% 203%2C500%20years,the%20first%20brande d%20consumer%20package.

White Papers, Studies, Briefs

(note: industry info – not academic!)

 

What issue do we now face with packaging?

What issue do we now face with packaging?

We will end the lecture here due to timing and continue

more on packaging considerations & your activity for this week in Seminar shortly…

 

Thank you. See you in seminars!

Ali, M. (1997) Copywriting, Oxford: Butterworth Heinemann.

Bowdery, R. (2008) Copywriting, Lausanne: AVA

Publishing SA

Belch G.E. & Belch M.A. (2018) Advertising &

Promotion 11th Edition

Bronia comment: This is a brilliant all-round book & I highly recommend if you are planning a career in marketing & advertising.

See also the reading list in the module handbook.

Same book but different editions.  Left is older.