JOUR 001 Lecture Notes - Lecture 22: Febreze, Digital Copy, Walt Disney World

• School: College of The Sequoias
• Department: Journalism (JOUR)
• Course: JOUR 001
• Professor: Menezes

Document Summary

Create a brand feeling, images, and mood that are activated with product use. Merging ad with brand experience can be powerful. Creative brief; the guide used in the copywriting process that specifies the message elements of advertising copy. Copywriting; the process of expressing the value and the benefits that the brand has to offer. Ex: febreze headline new febreze sport makes old gear smell as good as new. Be persuasive- 5 times more people read headlines than the copy. Stick to simple and common words (6th grade) *great headlines have and do violate the rules. The longer the body copy, the more appropriate is the use of subheads. Dialogue-one or more characters sell points of brand. All these rules can be broken with effect. Audience is more active than in traditional media. Digital copy is closer to print than broadcast. Broadcast employs more sensory devices which can add or detract from consumers" understanding of the message.