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Writing for Media - Advertising
Writing for Media - Advertising
Writing for Media - Advertising
Writing for Media - Advertising
Writing for Media - Advertising
Writing for Media - Advertising
Writing for Media - Advertising
Writing for Media - Advertising
Writing for Media - Advertising
Writing for Media - Advertising
Writing for Media - Advertising
Writing for Media - Advertising
Writing for Media - Advertising
Writing for Media - Advertising
Writing for Media - Advertising
Writing for Media - Advertising
Writing for Media - Advertising
Writing for Media - Advertising
Writing for Media - Advertising
Writing for Media - Advertising
Writing for Media - Advertising
Writing for Media - Advertising
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Writing for Media - Advertising

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  • 1. Writing for the Mass Media “Advertising” UCSD Extension Mike Lawson 760/845-8146 [email_address]
  • 2. Cost of Advertising <ul><li>United States companies spent over $200 billion on ads last year </li></ul><ul><ul><li>GM spent over $4 billion </li></ul></ul><ul><ul><li>Super Bowl ads cost more than $2 million for 30 seconds </li></ul></ul><ul><ul><li>Popular TV shows like “Friends”, “Seinfeld”, “Everybody Love Raymond” </li></ul></ul>
  • 3. Love/Hate Relationship <ul><li>Despite criticisms, ads a vital link in economic chain </li></ul><ul><ul><li>Why? </li></ul></ul>
  • 4. Advertising Motives <ul><li>Purpose: Persuade and Motivate </li></ul><ul><li>Power to change people’s: </li></ul><ul><ul><li>Thinking </li></ul></ul><ul><ul><li>Attitudes </li></ul></ul><ul><ul><li>Beliefs </li></ul></ul><ul><ul><li>Behavior </li></ul></ul>
  • 5. Copywriter <ul><li>Must choose words that best fit: </li></ul><ul><ul><li>Product </li></ul></ul><ul><ul><li>Media </li></ul></ul><ul><ul><li>Purpose </li></ul></ul>
  • 6. Needs and Desires <ul><li>Food and drink </li></ul><ul><li>Shelter, security, and comfort </li></ul><ul><li>Sex, intimacy, and social contact </li></ul><ul><li>Independence, privacy, self-fulfillment, and power </li></ul><ul><li>Stimulation </li></ul><ul><li>Acquisition </li></ul>
  • 7. Audience <ul><li>Who’s going to buy it? </li></ul><ul><ul><li>People who already use it </li></ul></ul><ul><ul><li>People who don’t use it yet </li></ul></ul>
  • 8. How to get this info <ul><li>Researchers apply various methods </li></ul><ul><ul><li>Personal interview surveys </li></ul></ul><ul><ul><li>Telephone surveys </li></ul></ul><ul><ul><li>Focus group interviews </li></ul></ul><ul><ul><li>Consumer product testing </li></ul></ul><ul><ul><li>Intercept interviewing (shopping malls) </li></ul></ul><ul><ul><li>Now … social media channels </li></ul></ul>
  • 9. Two major concepts <ul><li>Demographics </li></ul><ul><ul><li>Dividing population into groups </li></ul></ul><ul><li>Psychographics </li></ul><ul><ul><li>Dividing people into groups based on less obvious characteristics </li></ul></ul><ul><ul><ul><li>Emotional responses </li></ul></ul></ul>
  • 10. Demo and Psycho <ul><li>Age </li></ul><ul><li>Gender </li></ul><ul><li>Income </li></ul><ul><li>Education </li></ul><ul><li>Marital status </li></ul>
  • 11. Product <ul><li>What the product does </li></ul><ul><li>Physical characteristics </li></ul><ul><li>History of product </li></ul><ul><li>Who makes the product </li></ul><ul><li>Process called Unique Selling Proposition (USP). USP provides consumers their first clue as to why they want the product. </li></ul>
  • 12. Key Facts <ul><li>Sets the stage for thinking about the ad </li></ul><ul><ul><li>Market share </li></ul></ul><ul><ul><li>Audience </li></ul></ul><ul><ul><li>Product itself </li></ul></ul><ul><li>Produces a more effective ad </li></ul><ul><li>Distills problem ad should solve </li></ul>
  • 13. Objectives <ul><li>What is the ad supposed to achieve? </li></ul><ul><ul><li>Make people aware of product </li></ul></ul><ul><ul><li>Change people’s attitudes toward product </li></ul></ul><ul><ul><li>Tell consumers of the product’s improvements </li></ul></ul><ul><ul><li>Encourage people to shift from buying another product to buying this product </li></ul></ul>
  • 14. Copy Platforms <ul><li>Organize ideas to create effective copy </li></ul><ul><ul><li>Not the ad itself but contains many of the ideas that will later appear in the ad </li></ul></ul><ul><ul><li>Factors in developing an ad begin to come together </li></ul></ul><ul><ul><li>Problem arises and writer chooses the most important one to use in ad </li></ul></ul><ul><ul><li>Product characteristics to compliment ad </li></ul></ul>
  • 15. What’s in it for me? <ul><li>This question prompts a benefit statement that becomes the most persuasive part of the ad </li></ul><ul><ul><li>“ You’ll save money.” </li></ul></ul><ul><ul><li>“ You’ll be safer.” </li></ul></ul><ul><ul><li>“ You’ll live in more comfort.” </li></ul></ul><ul><ul><li>These benefits relate to the needs and desires of consumers - which can create the slogan. </li></ul></ul>
  • 16. A-I-D-A <ul><li>Attention </li></ul><ul><ul><li>Get audience’s attention </li></ul></ul><ul><li>Interest </li></ul><ul><ul><li>Hold the audience’s interest </li></ul></ul><ul><li>Desire </li></ul><ul><ul><li>Create a desire for the audience </li></ul></ul><ul><li>Action </li></ul><ul><ul><li>Stimulate the audience to act </li></ul></ul>
  • 17. Writing the Ad <ul><li>Use clear, simple English </li></ul><ul><li>Pay attention to the Verbs </li></ul><ul><li>Be specific </li></ul><ul><li>Be precise </li></ul><ul><li>Use personal pronouns when appropriate </li></ul><ul><li>Don’t be afraid of contractions </li></ul><ul><li>Inspire confidence in the product </li></ul><ul><li>Give the audience all the info it needs </li></ul>
  • 18. Elements of a Print Ad <ul><li>Illustration </li></ul><ul><li>Headline </li></ul><ul><li>Subheads </li></ul><ul><li>Body copy </li></ul><ul><ul><li>Don’t forget “Call to action” </li></ul></ul><ul><li>Closings </li></ul><ul><li>Mandatories, including legals </li></ul><ul><li>Slogans, logos, and signatures (contact info) </li></ul>
  • 19. Advertising for Broadcast <ul><li>Voices </li></ul><ul><li>Sound effects </li></ul><ul><li>Music </li></ul><ul><li>Pictures </li></ul><ul><li>Visual effects </li></ul><ul><li>Contact info </li></ul><ul><li>Call-to-action </li></ul>
  • 20. Broadcast Ad Types <ul><li>Problem resolution </li></ul><ul><li>Slice of life </li></ul><ul><li>Documentary/demonstration </li></ul><ul><li>Fantasy </li></ul><ul><li>Spokesperson </li></ul><ul><li>Testimonial </li></ul><ul><li>Anonymous announcers </li></ul>
  • 21. Other Ad Types <ul><li>Point-of-purchase (POP) </li></ul><ul><ul><li>Packaging and display of product in stores </li></ul></ul><ul><li>Outdoor </li></ul><ul><ul><li>Billboards, stadiums, banners, etc. </li></ul></ul><ul><li>Direct mail </li></ul><ul><ul><li>Sales letters, postcards, brochures, etc. </li></ul></ul><ul><li>Online (web) </li></ul><ul><ul><li>Buttons, banners, pop-ups, etc. </li></ul></ul>
  • 22. Finally… <ul><li>Questions? </li></ul>

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