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Presentation32 Presentation Transcript

  • 1. Writing Advertising Copy
    !
  • 2. Key Element of All Ads?
    Appeal.
  • 3. Pathos---emotional appeal
    This type of ad suggests that the receiver can benefit—become happier, healthier, sexier, more attractive, more successful or richer in any number of qualities if he or she behaves in a specific way.
  • 4. Ethos—appeal to what is right
  • 5. Logos—appeal to reason
  • 6. Identify the rhetorical appeal:
  • 7. Identify the rhetorical appeal:
  • 8. Identify the rhetorical appeal:
  • 9. Identify the rhetorical appeal:
  • 10. Identify the rhetorical appeal:
  • 11. Positioning
    An attempt to carve out a special niche for the advertiser in the minds of the public.
  • 12. Identify the positioning of the following ad:
  • 13. Identify the positioning of the following ad:
  • 14. Identify the positioning of the following ad:
  • 15. Slogans Matter
    I can’t believe I ate the whole thing!
    M’m! M’m! Good!
    A diamond is forever.
    Breakfast of Champions
    Just do it!
    Obey your thirst.
  • 16. Branding
    Branding is an effort to create instant identification of the organization and association with what it does and is.
  • 17. Behavior
    Understanding what people think and do in different parts of society is critical to developing credible advertising.
  • 18. Good advertising copy is a complex blend of information (facts) and appeal (emotion)
  • 19. Basic Guidelines for Writing Advertising Copy
    Purpose
    Objective Facts
    The Publics
    Media
    The Creative Approach
    Visualization
    Language
    Repetition
  • 20. Purpose
    A clear understanding of what you want to accomplish
  • 21. Objective Facts
    Know the pertinent facts about the product and its opposition
  • 22. The Publics
    Wants, Needs and Values
  • 23. Media—know the requirements
  • 24. Previous Information Builds a Copy Platform
    A copy platform is a succinct document that spells out pertinent information about the public and contains a simple statement of creative strategy.
  • 25. Push and Pull Tactics
    Push tactic—placing an ad where it will be exposed to the publics you want to reach—a downward message system to the consumer
    Pull is an upward message from the consumer, stimulated by a number of tactics creating interest or demand from the consumer
  • 26. Visualization
    Think in visual terms as well as verbal.
  • 27. Language
    Use language your publics will understand.
  • 28. Repetition
    Repeat the essential point of your message at least three times in your ad.
  • 29. Copywriting for Print Media
    Attention
    Interest
    Desire
    Credibility
    Action
  • 30. Attention
    Command attention with the headline and the visual design---these elements should provide your publics a benefit
  • 31. Interest
    Heighten interest by making sure the copy flows from the ad’s headline.
  • 32. Elements of a Print Ad
    Visual –drawing or image
    Title - the main headline
    Copy -body of the text
    Signature-(Advertisers name, contact information)
    Extras – coupon, free sample