TL;DR:

  • Recap of Insights
  • Case study: Airbnb
  • Copywriting in Ads: Headlines, Taglines, and Call to Actions.
  • Zoom Recording Here.

Class Info

  • Date: Friday 09/29/2023
  • Meeting Info: Virtual / Classes Cancelled due to Severe Weather
  • Topic: Copywriting in Advertising
  • Activities: Individually write 12 Headlines/Taglines for Project #2
  • Lab Due Date: 10/03/2023

To-Do Before Class

  • Share Insights for feedback

Topics

  • Recap: Insights for Advertising Campaigns
    Insights serve as the foundation for creative strategies and can be the difference between an advertisement that resonates with its target audience and one that doesn’t.
  • Let’s take a look at this Airbnb campaign: Click Here

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  • Some OOH examples of the campaign:
  • Let’s try to uncover the insight
  • Or an even more simplified insight could read:
  •   
  • And the creative execution of the insight might look something like this: 
  • Copywriting in advertising can be broken down into two main components: Headlines & Taglines
  • How taglines and headlines relate to the insight:
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  • The most popular taglines are ones we can probably identify without even having to see the brands logo:
  • One last component of copywriting can often be seen for performance-related marketing (trying to get consumers to take direct action, “buy now”, “click to_”. 
  • Airbnb does this in a subtle way by featuring their “book now” button from the UI of their product:

Assignment for Next Class:

  1. Come prepared to share your Insight.

  2. Be prepared to individually share your working headlines and taglines.