MONDAY AND I'M DONE WITH THIS SH*T :D

It's Monday. I actually did my reading over the weekend. Crazy, I know.

Chapter four is about the campaign. It was a fairly short chapter in comparison to chapters two and three. The campaign is the series of ads that make up the concept. Basically, it's the ads that go together.  Campaigns are used to build up brands and get people to buy the product. Of course, that means the campaign has to be good. It's easy to just change the visual and show the same add over and over.  According to the book, "You want people to anticipate the next execution, not expect it." The executions should be related but not too much. It sounds like it takes a lot of work to come up with an amazing campaign.

Of course, to have a good campaign, you should probably have a tagline (but maybe not. Depends on what you want). Chapter five is all about creating good taglines. The tagline is important because it "helps to harness and support the campaign idea, and generate new executions of that idea." Supposedly when you have a good tagline, the ads will "write themselves." It should communicate the idea of the campaign. There are five different types of taglines.

• Summation- summarizes the campaign idea
• Explanation- explains the campaign. You need it to understand the ad.
• Proposition- a no-frills tagline that repeats the product benefit
• Brand/ Umbrella- sums up the brand more than the campaign idea
• Invisible- it isn't there

There are a lot of things to remember when coming up with a good tagline. Luckily, the tagline does not have to be perfect. There is a such thing as a working tagline, which is temporary and can be a bit longer. The final tagline is probably going to be a shorter version of the working tagline. So how can one tell if their tagline is good? Just put the words "Hey, Schmuck" before it! Very amusing. 

I felt a bit like a failure at the end of the chapter when I couldn't identify most of the taglines in the list at the end of the chapter. Do I need to watch more TV? D:

Ahh blog is out of the way. Now I have the rest of the week to worry about all the other busy work I have to do, plus making my portfolio look awesome. I may be asking for help with it soon....