Readings: Chapter 4 and 5

Chapter 4: The Campaign

 This chapter presented several ideas and directions in which to create and develop a campaign, as well as defining exactly what a campaign is. Barry talks on the distinctions between one-shots and campaigns; one-shots being ads that cannot translate into multiple mediums or executions. He also elaborates on how campaigns with consistency help create brand loyalty and that some campaigns are big or small idea campaigns. With a campaign idea that can go beyond three executions constitutes a big idea campaign, but this method is not always the best as they can become too vague and broad. The last half of the chapter explains several mistakes to avoid when creating a campaign. One of those mistakes, and probably the most important piece of information from this chapter is to create executions that are related, but not too closely related that they are the same idea repeated over and over again.


Chapter 5: The Tagline

 "The Tagline" chapter elaborates on the topic of how to create meaningful and effective taglines. Included are several dos and don'ts that include: making it and invisible "=" sign, to use rhyming very sparingly if at all as it becomes cheesy, not to use question taglines or putting. periods. in. the. middle. of. words. for taglines (I'm done now, I had my fun), and also how sometimes reducing the words of a tagline can help to narrow down the scope of the tagline to the essence of what you are trying to say. Aside from the logistics of creating a tagline, I think an important aspect of the chapter is that he explains how taglines may come (thought of) before headlines or after, and even that taglines can change throughout the campaign project. This makes it easier to create a starting point when working on a campaign without out feeling married to it forever.