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Writing for Media - Advertising
 

Writing for Media - Advertising

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    Writing for Media - Advertising Writing for Media - Advertising Presentation Transcript

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