Writefor media ucsd_ext_spring12_7

Writing for Media Session #7 “Writing Advertising Copy” UCSD Extension Spring 2012

Advertising Industry• $100 billion industry• Proctor & Gamble spends $4.9 billion• AT&T spends $3.3 billion• Super Bowl ad costs $2.6 million (30 secs)• Name other companies that spend $$$ on ads

Purpose• Inform• Persuade• Entertain• Motivate• Ultimately -- to Sell!

Power to Change• Thinking• Beliefs• Behavior

Process• Research• Prioritize• Best ﬁt product, media, and purpose• Create• Results

Love/Hate Ads• Tivo, ﬂip the page, or ignore banner ads• Degrading, pollutes minds, false facts• Vital link to economy• Provides vital info• 1,600 ad messages a day• Do you remember any ads today? (Work?)

Field of Advertising• Fun• Creative• Challenging

Needs and Desires• Food and drink• Shelter, security, and comfort• Sex, intimacy, and social content• Independence, privacy, fulﬁllment, power• Stimulation• Acquisition

Audience• Current users (reinforce behavior)• Prospective users (create behavior)

Audience Info• Surveys (mail, phone, online, etc.)• Focus groups• Interviews• Consumer product testing• Social media channels

Demo & Psychographics• Age• Gender• Income• Education• Marital status• Residence

Other Demographics• Race• Home ownership/rent• Number of children/adults in household• Type of housing• What people believe?• Anything else?

The Product• Item (vacuum cleaner)• Business (insurance company)• Idea (quitting smoking)• Any other examples of each?

The Product (cont.)• What the product does• Physical characteristics of product• History of product• Who makes the product (brand)• Price• Competition

Ad Keys• Market share (50% of sales in market)• Audience (few people know about it)• Product (new or updates)

Ad Solves Problem• Product’s market share is down• Product has a bad reputation• Product costs too much• Other problems?

The Ad Objective• Make people aware of product• Change people’s attitudes of product• Tell consumers of product’s improvements• Encourage people to shift from buying another product to buying this product

Copy Platform• Subject• Problem• Product characteristics• Objective• Target market

Copy Platform (cont.)• Competition• Statement of beneﬁt or appeal • safer, save money, more comfortable, etc.• Creative theme• Supportive selling points

AIDA• Attract Attention• Hold Interest• Create a Desire for product• Stimulate Action (call to action)

Effective Copy Guide• Use clear, simple language• Active verbs• Be speciﬁc but overload w/ details• Precise language• Personal pronouns (you)• Contractions are Ok (don’t, can’t, hasn’t)

Print Ad Elements• Graphic• Headline• Subhead• Body copy• Call to action• Contact info

Copy Rules• Avoid grammar mistakes• Avoid exaggerations• Have a simple message in mind• Tell the consumer what to do• Make copy compelling

Broadcast Ads• Voices• Sound effects• Music• Pictures• Visual effects

Commercial Formats• Problem resolution (example)• Slice of life (example)• Documentary/demonstration (example)• Fantasy (example)• Using: spokesperson, testimonial, announcer

Web Ads• Banners• Buttons• Pop ups• Sold on “cost per impression” basis

Best Web Ads...• Deliver info w/ fewest words possible• Describe persuasively product beneﬁts• Call to action w/ great clarity

Other Ad Types• Point-of-purchase (grocery stores)• Outdoor ads (billboards)• Direct mail (newsletters, catalogs, brochures, etc.)

Questions...

Writefor media ucsd_ext_spring12_7

by dml communications on May 30, 2012

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