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    Presentation32 Presentation32 Presentation Transcript

    • Writing Advertising Copy
      !
    • Key Element of All Ads?
      Appeal.
    • 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.
    • Ethos—appeal to what is right
    • Logos—appeal to reason
    • Identify the rhetorical appeal:
    • Identify the rhetorical appeal:
    • Identify the rhetorical appeal:
    • Identify the rhetorical appeal:
    • Identify the rhetorical appeal:
    • Positioning
      An attempt to carve out a special niche for the advertiser in the minds of the public.
    • Identify the positioning of the following ad:
    • Identify the positioning of the following ad:
    • Identify the positioning of the following ad:
    • 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.
    • Branding
      Branding is an effort to create instant identification of the organization and association with what it does and is.
    • Behavior
      Understanding what people think and do in different parts of society is critical to developing credible advertising.
    • Good advertising copy is a complex blend of information (facts) and appeal (emotion)
    • Basic Guidelines for Writing Advertising Copy
      Purpose
      Objective Facts
      The Publics
      Media
      The Creative Approach
      Visualization
      Language
      Repetition
    • Purpose
      A clear understanding of what you want to accomplish
    • Objective Facts
      Know the pertinent facts about the product and its opposition
    • The Publics
      Wants, Needs and Values
    • Media—know the requirements
    • 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.
    • 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
    • Visualization
      Think in visual terms as well as verbal.
    • Language
      Use language your publics will understand.
    • Repetition
      Repeat the essential point of your message at least three times in your ad.
    • Copywriting for Print Media
      Attention
      Interest
      Desire
      Credibility
      Action
    • Attention
      Command attention with the headline and the visual design---these elements should provide your publics a benefit
    • Interest
      Heighten interest by making sure the copy flows from the ad’s headline.
    • 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