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Quick Review
of Assignment One
- Convince USOC to vote November 3 in favor of NYC
over San Francisco to represent the US for competition
for 2012 Summer Olympics.
- 3 direct mail pieces/mailed ads, sent 2 weeks apart.
- Unlimited budget.
- 1/3 athletes, 1/3 community leaders, 1/3 heads of
sports.
View my Concept
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Headline Copy and Visuals
- Usually, the visual doesn't make sense without the
headline and the headline doesn't make sense without
the visuals.
- Visuals must contribute
to the headline and vice versa.
Build on Experience
- The people who have the most experiences are those
who make the best advertisers.
- They can draw upon common experiences; It lets the
audience draw their own conclusions.
- e.g. Tell a 3-year-old that "the stove
is hot". After the child touches the stove, they
have a deeper understanding of what it means when
the stove is hot.
- When you just tell your audience something, you're
just telling them.
-
It's important to allow the audience to formulate
for themselves what's being communicated -- they understand
the message better.
Try Not to Rely on Other People's Opinions
- When you show your concepts from buddy to buddy,
you stop making your own conclusions about your own
work.
- e.g. When Kuperman worked
for Helmut Krone years ago, he asked Krone what he
thought about his "fun" ad concepts for
the New York Racing Association. Krone said, "What
can I learn about racing from your ad? This is all
just about fun at the racetrack". Kuperman walked
away thinking about how to rework the ads. He, along
with a copy writer, developed "The Education
of Thoroughbred Racing" ad concept over the next
day and a half. He showed it to Krone and said, "I
don't want to learn all this crap about racing, I
wanna have fun at the racetrack."
Make Your Ad Pay Off
- What's the benefit?
- Once you get the audience to a certain point, you
have to pay it off.
- It's one thing to get the audience intrigued but
you have to back it up in the end.
- Contrived visuals don't typically work as well as
the true visual.
Strong Ideas
- Improving the visual for the sake of improving the
visual won't help the message.
- Strong ideas will
demand a particular visual.
- It will also eventually
demand a particular typeface and layout.
- You have to have dominant and sub-dominant elements.
- Either the headline or the visual should be the
dominant.
- This doesn't mean the dominant headline should be
large, but it should be the element that draws the
initial attention.
Taglines
- Taglines should be looked at in relation to the
ad.
- Your idea should work well with the tagline.
- e.g. Avis' "Work Harder." w/the photo
of a clean car works well, but their tagline with
a photo of blue cars with the headline "We have
blue cars." makes no sense.
- The ad and tagline should live well together; the
concept should seem to be derived from the tagline.
- Taglines are great
because they drive the basic premise but they also
demand that the premise be related to the tagline.
- Taglines are sometimes too broad, however.
Kuperman Rule Number
Whatever
- "Don't
depend on the body copy to tell me what the ad is
about."
- Exception: Old VW Lemon ad from
years ago -- Had a seemingly perfectly fine VW with
the word "Lemon" below it. You had to read
the copy to understand that VW employed a 25-point
inspection process.
- Depending on body copy is excuse for miscommunicating
in the headline/visual.
- Body copy shouldn't
have to explain the headline and/or visual. You must
control everything the audience takes away with them.
- "Don't ever ask a
question in an ad where you don't have the answer."
- A good headline leads
you into the copy; you should have a strong idea of
what the copy will be about.
Assignment One Wrap-up
- In our assigments, he was looking for two approaches:
1) NYC is already an Olympic Village because of its
diversity and resources.
2) NYC is the World's Capital.
- 2 of my 3 approaches achieved this.
Assignment Two: 3 Ad Concepts Due Wed., Oct.
2, 2002
- Background: For a limited time, Hershey's
will be offering two new varieties of Bites -- Hershey's
Milk Chocolate Pretzel Bites and Hershey's White Chocolate
Pretzel Bites.
- Advertising Objective: (Primary) Drive
awareness and purchase new Hershey's Pretzel Bites.
(Secondary) Maintain awareness of the entire Bites
line.
- Target: All chocolate candy eaters ages
13 to 49
- Net Impression: Now there's new Hersey's
Bites. Bite-size pretzels covered with delicious Hershey's
chocolate that you can munch by the handful.
- Brand Character: Energetic, spunky, sassy
and irreverant. You always know when the Bites are
around.
- Executional Mandatories: Print, 4-color
bleed running in news weeklies.
- Also, bring in one very good print ad and one very
bad print ad.
- Note: You should be able to identify where the campaign
would go next.
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