Copy objective and strategy

Along with marketing and advertising objectives, the advertising plan contains the copy objective, also known as the creative objective. It focuses upon a copy problem: " Given our low brand awareness, how can our product best be positioned against the competition and in con­sumers' minds? " " Find the USP, " or " Change the brand image, " or " Think of a new name" won't answer the question. Those are adver­tising strategies, not solutions. They don't supply the words or the pic­tures or the music that will solve the problem. What is needed is the " big idea."

The big idea gives the product concept in capsule form. It ties together all of the elements inan advertising campaign. Itis often summarized in a slogan. Slogans need tosay something about product uniqueness or value. They should command attention, be memorable, and be brief. Slogans frequently use a play on words. These are exam­ples of memorable (and sales-producing) slogans from United States advertising history.

Avis rental cars, which were well behind first-place Hertz: " We try harder.”

Clairol hair coloring: " Does she or doesn't she? (Only her hair­dresser knows for sure.)"

Bell (telephone) System: " Reach out and touch someone."

Maxwell House coffee: " Good to the last drop."

Morton salt: " When it rains, it pours."

Greyhound bus: " Leave the driving to us."

Creative professionals — and the public — seem to recognize the big idea when they see or hear it. It seems right. It appears to be very simple; the usual reaction is, " Why didn't I think of that? " The big idea is generally the result of working through hundreds of lesser ideas, of brainstorming and testing. This, again, is where all of the early research pays off. Information supports analysis, and analysis supports ideas. Still, all of the available methods of scientific research cannot replace creative observation. Marketing communicators need to use their own experience, too. They need to handle the product, talk to consumers, and study competitors advertisements themselves. Creative people de-scribe the creative process in various ways. In the end, though, big ideas spring from an indefinable inspiration.

Inspiration must be checked, however. To be successful, an idea has to be practical for execution. Copy strategy should clearly tell what the product is and how it is used. It should describe what the product does, and how that benefits consumers. An excellent copy strategy positions the product clearly in consumers' minds. Finally, it illuminates the character of the product, which will be reflected in the atmosphere and tone of the advertising.