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Week 3: Humber Copy 502

Week 3: Humber Copy 502. Agenda: Warm- up Life Lesson Using AIDA in the letter (AKA: look what came in my mail) Lesson: How to be creative with integrated DM media Tips for Effective Headlines In-Class group work Break In-class work presentation Re-review first assignment .

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Week 3: Humber Copy 502

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  1. Week 3: Humber Copy 502 Agenda: • Warm-up • Life Lesson • Using AIDA in the letter (AKA: look what came in my mail) • Lesson: How to be creative with integrated DM media • Tips for Effective Headlines • In-Class group work • Break • In-class work presentation • Re-review first assignment

  2. Warm-up exercise Last week’s winners, Class A: • INTERN NEEDS MONEY TO BUY NEW CAPSLOCK KEY – Morgan Tierney • My ideas will make you a pile of money – Graeme Ottoway 3) Brace yourself for overwhelming calm – Candace Green

  3. Warm-up exercise Last week’s winners, Class A: • Exploding with creativity in ten, nine, eight –– -Alex Dawson 2) It’s funny, you don’t know you need me – Ben Donnelly 3) Zack Filler fights bad copy 4 ways 4) Dazzling writer seeks dazzle-friendly environment – Mike Appleby 5) If you delete this, it won’t deter me – Cooper Evoy

  4. Warm-up exercise This week’s: Think of a witty caption for this photo; 10 words or less. You have 2 minutes.

  5. This week’s life lesson Set goals. Set realistic goals that you genuinely want to accomplish, including timelines. Set the bar low for at least some really easy success and also high – just in case. You’ll be surprised how often you’ll get the middle where you actually aimed to be.

  6. Lesson 1: AIDA in the letter You wouldn’t believe what I got in the mail this week.

  7. Lesson 1: AIDA in the letter Stamped and from Spain? Wow, I must be important!

  8. Lesson 1: AIDA in the letter Let’s read it and see how well they direct market!

  9. Lesson 1: AIDA in the letter AIDA: Attention: A stamped letter from Spain!

  10. Lesson 1: AIDA in the letter AIDA: Attention: A stamped letter from Spain! Interest: • use of intrigue and teasing in the first sentence • I might be rich! US $8,600,000! Mr.Kim Bochenek must be related to me. Use of self-interest (aka greed) • $4.3 million for me

  11. Lesson 1: AIDA in the letter AIDA: Attention: A stamped letter from Spain! Interest: • use of intrigue and teasing in the first sentence • I might be rich! US $8,600,000! Mr.Kim Bochenek must be related to me. Use of self-interest (aka greed) • $4.3 million for me Desire it now (offer): No risk, because Franco P Cana, from ‘Law Firm’ says he’ll ‘protect you from any infraction of the law’. The guarantee! Another essential within the AIDA formula

  12. Lesson 1: AIDA in the letter AIDA: Attention: A stamped letter from Spain! Interest: • use of intrigue and teasing in the first sentence • I might be rich! US $8,600,000! Mr.Kim Bochenek must be related to me. Use of self-interest (aka greed) • $4.3 million for me Desire it now (offer): No risk, because Franco P Cana, from ‘Law Firm’ says he’ll ‘protect you from any infraction of the law’. The guarantee! Another essential within the AIDA formula Action: Email or fax and I’ll be rich!

  13. Lesson 1: AIDA in the letter Personalization – a bit of a giveaway, but the greedy will forgive them There’s just enough fact in the letter for the invincibly greedy, gullibly optimistic and plain stupid to follow up.

  14. Meet my long lost cousin, Mr. Kim Bochenek

  15. Lesson 2: How to be effective within integrated DM media • Dress your message in the clothes of the campaign. • Ask about the World’s Local Bank and the hot dog man. • Bend the meaning of the campaign towards your medium. • Ask about Diet Pepsi and the Bad Aftertaste campaign

  16. Lesson 3: Tips for Headlines An effective headline is surprising. “When words collide” – use interesting construction. ‘Brace yourself for overwhelming calm.’ Juxtaposition is the most popular technique of all advertising creatives; it’s just that most of them don’t know that.

  17. Lesson 3: Tips for Headlines An effective headline complements the visual (it doesn’t repeat it). It’s the straight man or the funny man but it works as part of the whole. Ie. Visual of Hot Dog man. Headline: Now serving small business.

  18. Lesson 3: Tips for Headlines An effective headline is relevant. The reader needs to see himself or at least something he really needs at this moment. Your headline promises it to him in a compelling you. “Exploding with creativity in ten, nine, eight –– “

  19. In-Class Assignment • 1 & 3 Kia Forte Koup • 2 & 4 Ford F-150 • 5 & 7 Saab 9-3 • 6 & 8 Mini Countryman • 9 & 11 Cadillac CTS Sportwagon • 10 & 12 Jeep Wrangler Sport • 13 & 15 Chrysler PT Cruiser • 14 & 16 Volvo S40 Research and write a strategy and brief with your team. After the break, each team will present their strategy to the next team on the subsequent number.

  20. In-Class Assignment Now you will create a unique creative to match the previous numbered team’s strategy. It will be a dimensional piece with a premium of $15 or less, teasing the recipient in; the premium should work with the concept. When you present your creative, you will need to explain why it’s on strategy.

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