CHAPTER 7:

CREATIVITY
Advertising Management - Group 5
 Team Members

Hồng Cẩm Huệ Mẫn Ngọc Mai

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Hà Vy Thảo Vy
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 Table of contents

01 02 03
The creative Layout Types of television
process commercials

04 05
Importance of The stages of advertising
creativity design process
 01
The creative process
 Step 1: Fact Finding
Problem definition: Identify the core problem to be solved, such as
how to make your product stand out from the competition.

Data collection: Collect and analyze data about your company,

product, competitors, and target customers (what they need, want,
and what language they use).

This stage helps you answer the who, what, and why questions
 Step 2: Idea Finding
Idea generation: Ask the creative team to come up with as many
ideas as possible, regardless of whether they are “crazy” or realistic.

Idea development: They will select, adjust or combine ideas to

create the most suitable solution.

Step 3: Digestion and Incubation

Once you have gathered enough information, your creative team needs
time to digest and incubate it. Good ideas come to you when you have
time to think about it, rather than when you rush into it.
 Step 4: Creative Tools and Techniques

Combining Ideas: A common way is to combine different elements

to create new ideas.

Brainstorming: Groups of 6-10 people sit down, focus on a problem,

and come up with many ideas without judging or criticizing each
other. The "craziest" ideas sometimes lead to the most creative
solutions.
Creatives need to have some characteristics:
Skilled in the art of brain picking
Possesses a sense of humour
Not boring
Ambitious
Passionate student of advertising, its history, what works and what does
not if hard working
Knows all there is to be known about the product.

Need to know about the product such as:

Packaging
Competitor companies
Product life cycle,...
 02
Layout
 2.1. The use of layouts
A layout is an overall orderly arrangement of all the format elements of an
ad headline, subheads, visuals, copy, captions, trademarks, slogans, and
signature.

The size of the advertisement will also affect how these elements are
arranged.

Objectives of the Layout:

To capture viewer attention through visually appealing presentation of the
message.
To ensure clarity and effective communication of the main idea.
To guide the viewer's eye through the key elements of the advertisement.
 2.2. Various steps in the layout

Balance: The distribution of elements in a layout, centered around the optical

center, where the eye naturally focuses.

Proportion: Related to balance but is concerned primarily with the division of

the space.

Movement:
This is the result of reading a particular kind of script early from life.
Refers to how the viewer's eye naturally follows the content, influenced by
their reading habits.
 2.2. Various steps in the layout

Unity: The unification of elements in a layout through the use of consistent

shapes and design principles.

Proportion:
Sizes, textures, colours, Illustration and the type also contribute to create
a mood for the ad.
It is always ideal to choose a type from one family to create the right
harmony and mood.
 Example

Balance Mood

Proportion Unity

Movement
 Photography
Create a feeling of immediacy, live action, speed, empathy, association
and flexibility.

Encompass a variety of subjects, viz people, animals, flowers, monuments,

birds, objects...

Professional photography is a
specialised area, and agencies
generally have on their panel
photographers from various fields of
specialisation, like fashion, nature,
profiles, table top, industry,....
 Drawings
Various techniques are used in advertising illustrations.

Line Drawings Wash Drawings

Using tones and shades, often with multiple
Sharp, precise black-and-white
colors to create depth. Other style include
illustrations without shadows or tone.
acrylic and tempera for special effects.
 Color Psychology
Color enhances beauty, realism, and brand identity.
The right color combination boosts advertising effectiveness and
adds depth.
Cultural background and personal experiences can influence color
perception.
 2.3. Typography
Typography is the art of selecting and arranging typefaces to ensure
readability and visual appeal in print advertising. It supports the message
and aligns with the campaign’s goals.

Example
Key Points:
Type groups: Many typefaces are available,
each with its own style.
Type measurement: Refers to the vertical
size, including ascenders and descenders.
Criteria for selection: Choose type based
on balance, unity, clarity, simplicity, and
movement.
 2.4. Layout
Picture window: Mondrian:
Large image or illustration with Space divided into clear
concise text fitting into a small space. rectangles or evenly spaced boxes.
 2.4. Layout

Type-specimen: Copy-heavy:
Focus on large text, no illustrations, Relies mainly on words, with
with emphasis on typography. minimal or no illustrations.
 2.4. Layout
Frame: Silhouette:
Surrounding text with artistic Shadow effects to highlight
elements or illustrations. elements and create emphasis.
 2.4. Layout
Multipanel: Circus: Rebus:
Similar to a comic strip with A complex design with Use images, illustrations, or
multiple frames conveying multiple components. diagrams within the copy,
a story or message. often lengthy and detailed.
 03
Types of television
commercials
3.1. Problem / Solution Commercials:
A product demonstration commercial gives
you the chance to show potential customers
how your product or service solves a specific
problem.

This structure is effective because it taps into

the needs and pain points of your customers.
It’s probably the most widely used and
generally accepted example of a TV
commercial.

Example: OMO laundry detergent commercial

solves the problem of dirty clothes.
3.2. Chronology:

Chronology delivers the message

through a series of related scenes,
each one growing out of the one
before.

Create a story that is easy for viewers

to follow and remember.

Example: Introduce brand history, describe manufacturing process,

advanced technology or new product improvements.
3.3. Special Effects:

It’s no strong structural pattern

strives for and often achieves
memorability through the use of
some striking device.

Focus on visual elements, create

strong impressions and attract
attention.
TVC advertising Viet Dung Aluminum
Example: 3D Effect
3.4. Testimonial:
It uses well known figures or an unknown man in the street to provide product
testimonials.

Increases credibility, especially when using reputable celebrities or people

with real-world experience with the product.

Example: As of 2011, Nielsen found that 70% of respondents trusted consumer

opinions, even though trust for most advertising types was under 50%.
3.5. Satire:

A commercial that uses sophisticated wit to point out human foibles,

generally produced in an exaggerated style.

Make a strong impression, but be careful to avoid causing offense.

Old Spice Ad "The Man Your Man Could Smell Like"

3.6. Spokesperson:

Spokesperson the use of an on

camera announcer who basically
talks.

Creates intimacy and trust,

especially when the spokesperson
has expert knowledge of the product.
The tone can be fast and sales-
focused (hard sell) or informal and
friendly (soft sell).
3.7. Demonstration:
It uses some physical apparatus to demonstrate a product‘s effectiveness.

It grabs the attention of customers by providing detailed information and

real-life experiences, thereby driving them towards a purchase decision.

Example: The Demonstration Ad

was a huge success for Dove with
Dove's market share increased from
15.7% in 1991 to 23.4% in 1995.
3.8. Suspense:

Suspense to the final resolution is given a heightened sense of drama.

It keeps viewers engaged, creating curiosity and anticipation.

Example: BMW's "The Hire"

commercial series
 3.9. Slice of Life:

A slice-of-life commercial portrays realistic, everyday situations to

connect with viewers on a relatable and emotional level.

Close, authentic, creating empathy with viewers by recreating a

familiar situation in life.

Example:
Nescafé TVC
advertisement
3.10. Analogy:

Analogy offers an extraneous

example, then attempts to relate it to
the product message.

Help viewers better understand a

product's features or benefits
through a comparison image.

Tabasco advertising
3.11. Fantasy:

Fantasy uses caricatures or special

effects to create fantasy surrounding
the product and product use Jolly
Green Giant, White Knight.

Create fun, stimulate imagination,

often used for children's products or
create a fun atmosphere.
3.12. Personality:

Focus on building a unique personality

for the representative. Relies on an
actor or actress rather than an
announcer to deliver the message.

Create a difference, help the brand be

easily recognized through a character
with a distinctive personality.

Jollibee’s happy mascot

Notes:

These structures are not mutually exclusive and can be combined

within the same ad.

The remaining six types all are more emotional in orientation arid
can be distinguished on the basis of whether the emotion arousing
capacity or the characterization being used relates to source or
message. The principal objective would be emotional arousal, and
interest would center on whether the particular emotion was evoked
in the target consumer.
 04
Importance of
creativity
 4.1. Creativity helps advertising inform

Good creative work makes advertising more vivid, and many researchers
believe vividness attracts attention, maintains interests, and stimulates
consumers' thinking.

Other creative techniques can also improve an ad's ability to inform.

Advertising writers and artists must arrange visual and verbal message
components according to a general social meaning so that readers of viewers
can easily interpret an ad using commonly accepted symbols.
 4.2. Creativity helps advertising persuade

The ancients created legends and myths about gods and heroes symbols for
humankind’s instinctive, primordial longings and fears - to affect human
behaviour and thought. Creativity also helps position a product on the top
rung of consumers' mental ladders.

The higher form of expression creates a grander impression. To be persuasive,

an ad’s verbal message must be reinforced by the creative use of nonverbal
message elements. Artwork can also stimulate emotions.
 4.3 Creativity helps advertising remind

Imagine using the same invitation, without any innovation, to ask

people to try your product again and again, year after year.

The creative ads for soft drinks, snacks, and cereal whose primal
mission is simply to remind us to indulge again.
 05
The stages of advertising
design process
 The design process serves as both a creative and an
approval process​:

Creative phase: The designer uses thumbnails,

roughs, dummies, comprehensives...
=> All these steps help the designer establish the "look
and feel" of the ad but are not yet the final version.

Approval process: The approval process happens

throughout the entire design process, to ensure the
design meets the required goals and expectations.

=> In summary, the design process involves both creativity and ongoing
feedback to refine the design until it reaches final approval.
 5.1. Elements of copywriting for print advertising

In print advertising, the main elements include the headline, visuals,

subheads, body copy, slogan, seals, logo, and signature.

The headline, visuals, and subheads

attract attention
The body copy builds credibility and
desire
The logo, slogan, and signature prompt
action.
 5.2. Headlines:
5.2.1. Role of headlines:
The headline is key to capturing attention, enhancing the visuals, and securing a
lasting impression.

To be effective, a headline must possess the following characteristics:

Addressing the reader's benefits
Timeliness
Sparking curiosity

Additionally, since most readers only look at the headline, it's crucial to harmonize
the headline and visuals to "tell the story." This allows readers to grasp the message
simply by glancing at the headline and main image.
 5.2.2. Types of Headlines:

5.2.2.1. Label Headlines: 5.2.2.2. Subheads:

Focus on identifying the product or A supplementary title that can appear
brand name without providing above or below the main headline. It
specific details or benefits. supports the interest-creating step and
is typically set smaller than the main
headline but larger than the body copy.
 5.2.2. Types of Headlines:
5.2.2.3. Body Copy:

The body copy comprises the interest,

credibility, desire, and often even the action
steps. It is a logical continuation of the
headline and subheads, set in smaller type.

Body copy covers the features, benefits, and

utility of the product or service.

Body Copy Styles:

Straight sell Dialog monolog

Institutional Picture caption
Narrative Device
 Body copy styles

Straight sell: Institutional:

The advertisement focuses Not only sells the product but also builds
directly on the product, trust by emphasizing the company's
clearly listing the benefits. values and philosophy.
 Body copy styles
Narrative: Dialog/Monolog:
Tells a story where the product appears as A real conversation, creating a friendly
the solution to a problem and approachable atmosphere.
 Body copy styles
Picture caption: Device:
Using illustrations with brief Humor or exaggeration to make the
descriptions, helping readers advertisement stand out and be
quickly understand the message. memorable, leaving a lasting impression
of the brand.
 5.2.2. Types of Headlines
5.2.2.4. Slogans:
Slogan has two basic purposes:
To provide continuity for a series of ads in a
campaign.

As a concise positioning statement, helping

customers easily remember and associate
with the brand or product.

Seals, Logos, and Signatures:

Seal: This is a symbol awarded when a product meets the standards set by a specific
organization.
Logos/Signatures: These are special designs of a company's or product's name, often
used consistently in materials and ads to create recognition and trust.
 5.3. Formats for radio and TV commercials
Direct Announcement: Testimonials:
A simple, cost-effective form of radio Testimonials involve users or celebrities
or TV ads, easily adaptable to any sharing their experiences with the
product or situation. Popular among product, which can be very credible in
TV programs, local advertisers, and both TV and radio advertising.
nonprofit or political organizations.

Host Presentation: Demonstration:

Host-based ads feature a person or Television is especially suited for visual
character introducing the product demonstrations. A demonstration can
and delivering the sales message. convince an audience more effectively
and quickly than verbal messaging.
 5.3. Formats for radio and TV commercials

Musical/Jingle: Lifestyle:
The entire advertising message can be This style showcases the user,
conveyed through a song or a short focusing on portraying the target
jingle. customer's lifestyle rather than the
product's features.

Slice of Life - Problem Solving:

Animation:
This approach involves dramatizing a
Animation uses computer graphics to
real-life situation, often with professional
deliver complex messages and reach
actors discussing a problem. The story is
specialized markets, such as children.
related to the product and told in a
simple manner.
 5.4. COPY
5.4.1. Meaning of copy:
Written material which is to be set in type for the print media or for
broadcast commercials.

It not only conveys the message to persuade the audience but can
also drive the desired action.
 5.4.1. Meaning of copy:

The word copy is used for the simple reason that contained only the
advertising message in words to be printed suitably.

The strong development of technology => The term

advertising message now has the connection of
what is communicated by the entire advertisement
rather than the word messages of headlines,
subheads and the body copy.

=> Make the message more vivid and impressive.

 5.4.2. Different types of copy

Descriptive Copy: Topical Copy:

Describes product attributes Integrates the product with a
in a non-technical way. recent event or happening.
 5.4.2. Different types of copy

Endorsement Copy: Questioning Copy:

Features endorsements from Poses questions to highlight a
opinion leaders or influencers. product's features or benefits.
 5.4.2. Different types of copy

Reason Why Copy: Human Interest Copy:

Explains the reasons for Appeals to emotions and
purchasing the product. senses rather than logic.
 5.4.2. Different types of copy

Humorous Copy: Fear Copy:

Uses humor to engage the audience Appeals to the fear of losing safety,
possessions, or well-being.
 5.4.1. Meaning of copy

Prestige Copy: Builds prestige without directly advertising the product.

Story Copy: Tells a story to create an impression about the product.

Predicament Copy: Focuses on relatable human-interest challenges.

Colloquial/Conversational Copy: Uses casual or conversational language.

Personality Copy: Features a real or imagined personality linked to the

product.

Educational Copy: Educates the audience about product attributes.

 5.5. The role of art in creating print advertising

Design refers to how the art director and graphic artist choose and
structure the artistic elements of an ad.

A designer creates a style for the advertisement by choosing

particular artistic elements and blending them in a unique way.

The copy should be set in a neat, easy to read format with lots of
white space.

A number of artists, working under the art director, may produce

initial layouts of the ad concept.
 5.6. Print production process
5.6.1. Preproduction:
The creative team submits the approved materials (including creative
concepts rough or comprehensive layout and copy) to the production
department.

5.6.2. Production Scheduling:

The production manager plays a crucial role in deciding the entire
production timeline.
Working backward from the publication closing date.
 5.6. Print production process
5.6.3. Typography and copy casting:

Art directors play a key role in Advertising artists need a good

choosing type styles that: understanding of:
Enhance the desired personality Five major type groups
of the product Artistic variations within a
Complement the overall tone of type family
the advertisement Structure of type

Artists who plan to buy type outside must copy cast or copy fit to
forecast the total block of space the type will occupy in relation to the
typeface’s letter size and proportions.
 CASE STUDY:
LEMONADE COSMETICS
 Creative process
Identifying the problem: How can Lemonade’s product stand out in a competitive
market and help customers recognize the "2-in-1" feature of the product?
 Creative process
Idea Development: Create ads for Lemonade
Eyebrow Pencil to boost women's confidence
and highlight its 2-in-1 feature.

Campaign: Produce TV commercials and

social media tutorials (TikTok, Instagram,
Facebook), along with outdoor ads to attract
attention and build trust.

Positioning: Marketed as a convenient "2-in-1"

solution for busy women, using TV, online
media, and social platforms to increase brand
visibility and reach.
 Advertisement layout
Product Placement: Positioned centrally at the bottom.

Model Image: A smiling model using the product fosters trust and approachability.

Feature Icons: Key features like color, waterproofing, and ease of use are displayed
to the right.
 Advertisement layout
Colors:
Yellow conveys freshness and energy.
White and black highlight key info.
Orange for the "Best Eyebrow Pencil" certification grabs attention and adds
credibility.

Eye Movement: The model’s gaze directs viewers from the product to its features,
then to the logo and slogan, ensuring a logical visual path.
3. Advertising Strategy
3.1. Objectives:
Increase brand awareness of Lemonade and its double-ended
eyebrow pencil.
Promote sales.
Build a youthful, dynamic brand image that encourages individuality.

3.2. Target audience:

Female, aged 16-35, interested in beauty and makeup.
Live in urban areas, have average income or higher.
Tend to look for convenient, quality products that express individuality.
3.3. Advertising strategy:
Key message: "Lemonade - Shape your personality, shine with
confidence."
Media channels:
+ TVC (Television Commercial)
+ Social Media
+ Online Advertising
+ PR (Public Relations)
+ POSM (Point of Sales Materials)
TVC Name: "Multi-faceted Personality"
Script:
Opening (Special Effects): The image of faint, unclear eyebrows
turns into strong, sharp lines thanks to Lemonade eyebrow pencil.
Slice of life: Three girls with three different styles (dynamic, gentle,
strong personality) encounter daily situations of lack of
confidence.
Performance: Each girl uses Lemonade double-ended eyebrow
pencil to create eyebrows that match her style.
Personality: Each girl confidently expresses her own personality
through each action and gesture, with perfectly shaped eyebrows.
Ending: Lemonade logo and message "Shape your personality,
shine confidently" along with images of the girls.
Music: Lively, youthful background music, changing according to
each style.
3.4. Other communication activities:
Social media activities:
+ Influencer Marketing: Collaborate with beauty
bloggers and influencers to review products and
create makeup tutorial videos.
+ Minigames/Contests: Organize minigames and
contests on social media to increase interaction and
brand awareness.
+ Hashtags: Use hashtags #DinhHinhCaTinh
#LemonadeEyebrow #TuTinToaSang.
 PR activities:
+ Organize product launches with the participation
of the press, beauty bloggers and customers.
+ Send products to makeup artists for review and
use in workshops.

Point of sale activities:

+ Display featured products at cosmetic stores and
supermarkets.
+ Offer gifts or promotions when purchasing
products.
3.5. Evaluate effectiveness:
+ Track sales.
+ Evaluate social media engagement.
+ Survey brand awareness.
 Copywriting

Headline: "Quick, Easy – Perfect with Lemonade".

Content: Just 1 minute to perfect your brows.
Slogan: "Easy Makeup, Easy Life" .
 Advertising goals
Increase Product Awareness: Aim to bring the product closer to customers and
create a strong impression of the "2-in-1" feature.
Build Brand Image: Position Lemonade as a convenient and modern cosmetics
brand.
Boost Sales: Target a 5-10% revenue growth for the product within 6 months.
Thank You
For
Listening