COPY & ARTS :

Advertising training - session 1 – exercise 1

Ingredients:

Headline

Main visual (Rectangular photo)

1 Smaller illustration or photo

Caption

Body copy (±1/4 page A4)

Packshot

Logo

Pay-off line

With these elements you will have to produce at least 5 different rough layouts

for a double spread page advertisement. (2x A4 – fc – incl.bleed)

You have 45 minutes.

ADVERTISING TRAINING - SESSION 3 - EXERCISE 2

Fill in the headlines. Work in couples.Time 45 minutes.

Icecream

Advertising Training – Session 5 – Exercise 3

Storyboards: Exercise:

Look at the Batavus 30’’TV commercial storyboard drawings (‘Caveman invents bicycle’)

Write out the script.

Write the explanation for the visuals on the storyboard:

Image – Short description of what we see

Timing

Framing – Close up(CU), extreme close up (ECU), wide or medium angle

Camera (static/hand-held) movement – Pan(< >), tilt (^), zoom in/out (><)

Change of scenes – Wipe/dissolve, soft/hard cut, otherwise (special effect)

Sound effects (SFX) – what do we hear

Music?

Voice-over – Male/female (MVO, FVO), words

Packshot?

Text (superimposed pay-off, logo)

Freeze?

You are allowed to work in pairs.

You have ±45 minutes.

Succes!

http://en.wikiversity.org/wiki/WikiFilmSchool_N4P2

Advertising Training – Session 7 – Exercise 4

Take a look at the following ads and try to work out what was in the creative brief.

Then answer the following questions:

1. Who are the ads talking to?

2. What do they want the audience to think or do?

3. What is the proposition? What is offered.

4. What are the objectives? (introduction, promotion, brand positioning, brand

recognition, convincing, informing, confirming, activating)

5. What is the tone of voice?

You may work in pairs.

You have ± 45 minutes.

Target audience :Men & women aged between 25-45 , single house-holded /married

couples/families , who goes to supermarket to buy the grocery or do cooking and forget the

important ingredient to cook food i.e., Lurpak butter.

What do they want the audience to think? When they go to supermarket they don`t forget the

LURPAK , essential element for breakfast , lunch & dinner.

Proposition: Emotional selling proposition using the advertisement as a trigger so they never

forget the lurpak . secondly its connection with something to do with everyday routine , showing

the images of breakfast , lunch & dinner

Objective: Increase in sales ,reminder , promotion

Tone of voice :Distinctive , informative , catchy Slogan.

(Robertson’s is a jam & marmalade brand, Mr Kipling is a brand of cakes, pies and baked goods)

Target Audience: Women aged between 20-40 , ( single , married or one with families ) who use

washing powder to clean the daily cloths . Specially those moms who have children and tough stains

seems impossible to be removed .

What do they want from their audience to think or do ?

No matter how hard the stains are “Ariel essential “is the only solution even if the stain is of Robertson

jam or Mr.kipling baking products for any occasion.

Proposition: Unique selling involving co-branding

Objective: Brand awareness , promotion , informative , mutual sales benefit

Tone of voice :Indirect Approach ,confident & fun

Target Audience : Man & women aged between 18-30 , who are health conscious wants the best

ingredients /food but don`t know to cook and prefer readymade food

What do they want from their audience to think: No matter if they can`t cook then instead of

breaking their utensils they could go for Heinz soup which is healthy as well as have all the healthy

ingredients.

Proposition: Emotional selling as well as distinctive for personal interest , ease & comfort & full of

healthy ingredients .

Objective: Promotion , Brand Recognition , convincing , informative

Tone of voice : Dramatic , visualization , indirect , distinctive

Target audience : Overweight /health conscious men/women/children aged between 10-45 and looking

for light products

What do they want from their audience to think? To go for light mayonnaise & choose something for

their health .

Proposition: Emotional selling proposition , concerning the weight issue /health concern of people .

Objective : Brand positioning , informative, Introduction , convincing

Tone of voice : Light hearted , catchy , informative

Advertising training – Session 9 – exercise 5

A promotion is a tactical marketing tool, which is intended to generate extra sales by means

of a temporary improvement in the price/value perception of a brand or product. (The extra

sales objective is what makes promotion different from normal communication)Promotions can come in

many ways. One of them is a so called ‘joint promotion’ where two different brands join

forces in order to create more sales. Of course there has to be a fit between them that makes

sense. (E.g. Philips Wake up light / Blue Band Good Start)Another aspect of promotions can

be timing. The possibility to hook on to some topical item like Valentine’s Day or Christmas

or… (E.g. Merci Chocolates / Mothers Day)

Your tasks:

1. Create a list of possible joint promotion partners / products plus a central promotional

idea

Cup-a soup with TISSOT ( watch company ) on Father`s day

Cup -a -soup with

2.Create a list of possible topical moments in the year

Christmas ,

Winters ,

Father`s day

The product is: Cup–a-Soup (www.cupasoup.nl)

Work in pairs.Time 45 minutes.Succes!

Advertising Training – Session 11 – Exercise 6

Typography is a very important part of communication design. It can make or break your

communication. Choosing a typeface for a billboard is quite different from choosing a

typeface for an instruction leaflet.

The choice of typeface will create a first impression that can be hard to alter. It has to

reflect the message and the tone of voice. And also it has to fit the brand, product or service.

Think bigger. Break the rules.

VW. Illustration. Advanced technology in a human way

Ariel. Creative. An extra dimension.

Honda. Poetry. Effective handwritten calligraphy style.

The authentic feeling.

The Guardian. Message. Typography as illustration.

Exercise:

- Go to www.linotype.com

(Find typeface category at left side – make your choice – click more details – then create sample –

copy/paste in Word)

- Create 3 alternative typographic proposals considering different media (e.g. billboard, print

ad, POS, web etc), for each of the following headlines/pay offs:

- Dát is nou het Zwitserleven gevoel.

- Rotterdam durft.

- Je bent een rund als je met vuurwerk stunt.

- Mona. De zuivelste verwenners.

- Bloemen houden van mensen.

- Lipton. Tea can do that.

- ABN AMRO. Maakt meer mogelijk.

- INHolland brengt je op ideeën.

Exercise:

I. Metromedium™ #2 Roman

II. Roundy™ Regular III. Lomo™ Web Pixel 4 - Create 3 alternative typographic proposals considering different media (e.g. billboard, print

ad, POS, web etc), for each of the following headlines/pay offs:

MEDIA TYPE PRINT MEDIA

TYPOGRAPHIC PROPOSAL Metromedium™ #2 Roman

HEADLINES/PAY OFFS

MEDIA TYPE OUTDOOR MEDIA

TYPOGRAPHICAL PROPOSAL Roundy™ Regular

HEADLINES/PAY OFFS

MEDIA TYPE TV MEDIA

TYPOGRAPHICAL PROPOSAL Lomo™ Web Pixel 4

HEADLINES/PAY OFFS