Copy Platform

The written copy platform specifies the basic elements of the creative strategy. Different agencies may call this document a creative platform or work plan, creative brief, creative blueprint, or creative contract. The account representative or manager assigned to the account usually prepares the copy platform. In larger agencies, an individual from research or the strategic account planning department may write it. People from the agency team or group assigned to the account, including creative personnel as well as representatives from media and research, have input. The advertising manager and/or the marketing and brand managers from the client side ultimately approve the copy platform. Figure 8-4 shows a sample copy-platform outline that can be used to guide the creative process. Just as there are different names for the copy platform, there are variations in the outline and format used and in the level of detail included.

Several components of the copy platform were discussed in previous chapters. For example, Chapter 7 examined the DAGMAR model and showed how the setting of advertising objectives requires specifying a well-defined target audience and developing a communication task statement that spells out what message must be communicated to this audience. Determining what problem the product or service will solve or what issue must be addressed in the ad helps in establishing communication objectives for the campaign to accomplish. For example, in developing a campaign for Polaroid a few years ago, Goodby, Silverstein & Partners was faced with the challenge of redefining the relevancy of instant photography and bringing Polaroid cameras out of the closet and back into everyday use. Working with Polaroid's marketing personnel, the agency came up with the idea of focusing on an instant picture as a solution to a problem, an instant tool or "catalyst" to make something happen. The advertising message is designed to give people ideas about how to use their forgotten Polaroid cameras.

Two critical components of the copy platform are the development of the major selling idea and creative strategy development. These two steps are often the responsibility of the creative team or specialist and form the basis of the advertising campaign theme. For Polaroid, the major selling idea was "the picture is only the beginning," and the resulting campaign theme built around this idea was "See what develops." The creative strategy was to have each ad in the campaign tell a story in which a Polaroid camera sets off a chain reaction. For example, one of the TV commercials featured a harried architect in a meeting telling his wife on the phone that he can't possibly come

Figure 8-4 Copy platform outline

1. Basic problem or issue the advertising must address.

2. Advertising and communications objectives.

3. Target audience.

4. Major selling idea or key benefits to communicate.

5. Creative strategy statement (campaign theme, appeal, and execution technique to be used).

6. Supporting information and requirements.

Exhibit 8-9 The major selling idea behind this Polaroid commercial is that the picture is only the beginning of the story

Exhibit 8-9 The major selling idea behind this Polaroid commercial is that the picture is only the beginning of the story

Copy Plattform

home for lunch. But in a sultry voice she tells him to look in his briefcase, saying "I left you something this morning." He pulls out a Polaroid photo, his eyes widen, and he says, "I'll be there in 10 minutes." Another humorous spot from the campaign shows a dog, wrongfully being scolded for upsetting the trash while an evil-looking cat sneers from the other side of the kitchen. The owner leaves, and the cat goes for the trash once again. However, this time the dog takes a Polaroid snapshot of the cat, astride the trash with a chicken bone in its mouth, and then patiently waits, incriminating photo in mouth, as the door opens and the owner returns. "Oh dear," we hear as the picture fades (Exhibit 8-9).

Many copy platforms also include supporting information and requirements (brand identifications, disclaimers, and the like) that should appear in any advertising message. This information may be important in ensuring uniformity across various executions of the ads used in a campaign or in meeting any legal requirements. One of the major challenges for the creative team is determining the major selling idea that will be used as the basis of the campaign. We examine below some approaches often used for determining the major selling idea and campaign theme.

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Readers' Questions

  • Delfio
    Who prepares the creative brief?
    1 year ago
  • A creative brief is usually prepared by the client, but it can also be created collaboratively between the client and the creative team.
    • alexander
      What is copy platform in advert?
      1 year ago
    • Copy platform in advertising is a digital content platform that helps marketers create and distribute better copy for their campaigns. It helps them to build a copy library, create templates for specific types of campaigns, and provide guidance on the best ways to structure copy for campaigns. It also provides analytics to help marketers track and measure the performance of their campaigns.
      • Semret
        How can i produce a copy platform for a product?
        1 year ago
        1. Identify the target customer and use case.
        2. Select a platform to host the copy platform. Options include self-hosted, cloud-based, or a combination of the two.
        3. Design the copy platform with data-driven features that will maximize customer engagement.
        4. Incorporate a content management system for easy updates and changes.
        5. Test the platform for usability and compatibility.
        6. Connect the platform to the product’s existing systems for a seamless experience.
        7. Monitor usage data to track performance and make adjustments as needed.
        8. Promote the copy platform through digital marketing channels.
        • nicola
          Is copy platform used for stores?
          1 year ago
        • Shopify
          • Pervinca
            What is an ad problem in copy platform?
            1 year ago
          • An ad problem in a copy platform could include issues like difficulty with the copy editor or text editors, difficulty accessing the copy platform, a slow loading time, or issues with the ad design platforms.
            • sophie
              What is the constituents of copy platforms?
              1 year ago
            • The constituents of copy platforms typically include copywriting services, editing and proofreading services, content planning and strategy services, keyword research services, content development and design services, analytics and reporting services, and copy optimization services.
              • Maurilio
                What are the components of copy platform?
                1 year ago
                1. Content Management System: This is a platform that enables users to easily manage and create content, such as articles, blog posts, videos, images, and other digital content.
                2. Editorial Workflow: This is a process to organize and manage how content is created, published, and reviewed.
                3. Automation Tools: Automation tools allow users to automate tasks such as scheduling content, creating reports, and analyzing data.
                4. SEO Optimization: SEO optimization helps ensure that content is optimized for search engines, such as Google and Bing.
                5. Analytics & Reporting: Analytics and reporting allows users to track performance and understand user engagement with their content.
                6. Collaboration Tools: Collaboration tools enable the team to share ideas and collaborate on content quickly and efficiently.
                • Galeazzo
                  What is in a copy platform for audio?
                  1 year ago
                • A copy platform for audio typically includes a combination of hardware and software tools for recording, editing, and processing audio. This may include microphones, audio interfaces, Digital Audio Workstations (DAW), mixing consoles, sound processors, and audio editing software. The platform is used to capture, mix, and modify audio for a variety of purposes including film, podcasting, radio, and music production.
                  • Ferdinando
                    What are the issues considered by an advertiser in writing a copy platform?
                    1 year ago
                    1. Target Audience: Identifying the target audience for the advertising campaign and understanding their needs, interests, and preferences.
                    2. Brand Identity: Establishing the unique identity of the brand and conveying it in the ad copy.
                    3. Tone: Choosing an appropriate tone for the campaign, such as humorous, serious, or informative.
                    4. Message: Crafting an effective message that resonates with the audience and drives them to take action.
                    5. Creative Execution: Selecting the right visual elements, such as photos and illustrations, to support the message.
                    6. Call To Action: Crafting a call to action that encourages the audience to take the desired action.
                    7. Legal Compliance: Ensuring that the ad copy meets all applicable laws and regulations.
                    • Laverne
                      What is copyplatform in advertising?
                      1 year ago
                    • Copyplatform in advertising is a process that focuses on creating and designing a unified message for a campaign or series of ads. It involves creating a consistent message and visual identity that appeals to the target audience and reinforces the brand. Copyplatforms typically consist of message points that can be used across multiple platforms and ads, as well as visual elements like colors, logos, fonts, and design that help make the brand recognizable.
                      • karis
                        What is included in a copy platform?
                        1 year ago
                      • A copy platform typically includes the following components: a content management system (CMS) for creating, managing and publishing content, a web development framework, an SEO- and analytics-friendly code base, a library of high-quality digital assets, an integrated content library, and a powerful search engine for helping users quickly find the content they need. Additionally, a comprehensive set of editing and collaboration tools are included to ensure content stays up-to-date, accurate, and engaging.
                        • taina
                          How to write a platform statement advertising?
                          1 year ago
                        • We are dedicated to helping our clients create effective, targeted advertising campaigns that deliver tangible results. Our platform combines data-driven insights with creative marketing strategies to create campaigns that are tailored to the individual needs of each client. Our team of experienced professionals can help you develop a unique platform statement that will showcase the unique value of your products and services, drive brand recognition, and maximize your ROI. With our support, you can create powerful, effective advertising campaigns that will bring in more customers and make a real difference to your bottom line.
                          • Lena
                            What is major selling idea in media?
                            1 year ago
                          • The major selling idea in media is to create content that is engaging, informative, and provides value to the target audience. This can include creating content that is timely, relevant, and interesting, as well as content that is shareable and easy to digest. Additionally, companies should strive to provide unique and innovative content that stands out from the competition. This could include leveraging influencers, leveraging emerging technologies, and leveraging user-generated content.
                            • ELISA
                              What is a copy platform for music?
                              1 year ago
                            • A digital music distribution platform is a copy platform for music. Such platforms enable artists and record labels to release and sell their music directly to fans, while also providing a variety of tools to promote and monetize their music. Popular digital music distribution platforms include Bandcamp, CD Baby, TuneCore, and iMusician.
                              • aila louhisola
                                Why is copy platform important?
                                1 year ago
                              • Copy Platform is important for a wide range of reasons. It helps businesses craft effective, engaging, and brand-appropriate messaging for their target audience and helps ensure that all content is consistent across all channels. Copy Platform allows marketers to quickly create content without having to start from scratch, saving time and effort while reducing errors and inconsistencies. Additionally, Copy Platform can create templates to help businesses create on-brand content quickly and easily, making it easier to share across multiple channels, and to keep content consistent.
                                • Fausta Palerma
                                  How to develop a copy platform?
                                  1 year ago
                                  1. Identify Your Audience: Identify the target audience for your copy platform and focus your development efforts on meeting the needs of this demographic.
                                  2. Research Market Trends: Research the current market trends in order to develop a successful copy platform. Look at competitor products, customer feedback, and industry trends to guide your decisions.
                                  3. Develop a User-Friendly Interface: Create a platform that is intuitive and easy to use. Consider the user experience and make sure that users are able to access and navigate the different features on your platform.
                                  4. Create Customizable Options: Give users the ability to customize their copy platform according to their individual needs. This could include options for different font sizes and colors, or the ability to add images, links, and other visuals.
                                  5. Set Up a Testing Environment: Test your platform in a simulated environment to ensure that it works the way it's designed to. Define clear goals for the test and use the data to make improvements.
                                  6. Launch the Platform: Launch your copy platform for use on your website or application. Promote and market your copy platform to let potential users know about its features and benefits.
                                  7. Monitor Performance and Analyze Data: Monitor the performance of your copy platform, check for errors, and analyze user data. Use the feedback to make continuous improvements and ensure it continues to meet user needs.
                                  • Stefan
                                    What to write in copy platform of an advertisement?
                                    1 year ago
                                  • Are you ready to take your business to the next level? Our platform can help you succeed! Our comprehensive suite of tools and features can help you streamline your operations, maximize efficiency, and increase your profits. Our platform is designed to help you optimize your business through powerful analytics, modern automation, and secure data security. Get started today and unlock the potential of your business!
                                    • fre-swera
                                      How to wright a copy platform marketing?
                                      1 year ago
                                      1. Identify Your Target Audience: Before you can write a copy platform, you must identify your target audience. Who are your customers? What do they need? What challenges are they facing? How should your product or service address their challenges? Defining and understanding your target audience is a crucial part of developing a successful copy platform.
                                      2. Choose Your Tone: Your copy platform should reflect the personality of your brand. What tone best resonates with your customers? Are you informative and professional, or more lively and conversational? Deciding the right tone can help you craft the perfect copy platform.
                                      3. Craft Your Message: Once you understand your target audience and the tone of your platform, it’s time to start writing. Clearly define your mission, values, and benefits. Use compelling language and visuals to tell a story and make an impact. Include a clear call to action and make sure your copy is succinct, straightforward, and easy to understand.
                                      4. Test and Refine Your Copy Platform: Once you’ve written your copy platform, it’s time to test it out. Try to get feedback from your target market to see how your message resonates. Then refine your copy platform according to feedback, ensuring the language and visuals are truly on-brand and engaging.
                                      • Selassie
                                        How much should a "creative platform" from an agency cost?
                                        1 year ago
                                      • The cost of a creative platform from an agency will vary depending on the services they offer and the scope of the project. Generally, the cost of a creative platform from an agency will range from a few thousand dollars to several hundred thousand dollars.
                                        • Wolfgang
                                          How to write a creative platform statement?
                                          1 year ago
                                        • My platform stands for promoting creativity, innovation, and collaboration. I believe that creativity is essential to progress and it's my mission to support and champion the ideals of creativity in everything we do. I envision a society that embraces our collective imagination and encourages people to explore their own unique perspectives. By creating a strong platform for collaboration and dialogue, I will strive to inspire others to think critically, stay curious, and create freely. I will work to ensure that the environment around us promotes the spirit of exploration and encourages collaboration with those from diverse backgrounds. My platform is committed to championing creativity and innovation as powerful tools to solve our toughest challenges and build a better future.
                                          • selina
                                            How to develop a creative platform?
                                            1 year ago
                                            1. Identify the target audience: Before you develop a creative platform, it is important to identify the target audience. Ask yourself who the intended audience for the platform will be and what their needs, interests, and preferences are.
                                            2. Develop a concept: Once you have identified the target audience, it is important to develop a concept for the platform. Think about what kind of content and services you want to offer and how this will be appealing to the target audience.
                                            3. Create content: Once you have developed a concept for the platform, you will need to create content to share on the platform. Consider creating a blog, videos, infographics, podcasts, and other visual content to engage your target audience.
                                            4. Identify a platform: Once you have content, you need to decide what platform to use. There are many options, including online forums, apps, websites, and social media. Consider the needs of the target audience and the capabilities of each platform to determine the best option.
                                            5. Promote the platform: Once you have chosen a platform, you need to promote it. Use digital marketing techniques such as pay-per-click campaigns, search engine optimization, and social media marketing to drive traffic and engagement to the platform.
                                            6. Encourage engagement: The best way to make sure people keep coming back to the platform is to encourage engagement. Consider offering incentives or rewards for participating or giving feedback. You can also engage in activities such as hosting virtual events or challenges to get people involved.
                                            • Patrick
                                              What is copy platform in advertising management?
                                              1 year ago
                                            • Copy Platform in Advertising Management is a term used to describe a system or tool that helps the advertising manager manage their marketing copy, or copywriting, for campaigns. This system helps them to keep track of what copy they have used, where they have used it, and how successful it was. It also helps them to review and track the performance of different versions of their copy and make changes as needed.