This is a summary of the key points covered in an advertising writing class at the University of San Francisco.

1. What did we learn
this semester?

2. We learned that writing
for advertising differs
from other types of
writing.

3. AD PEOPLE WRITE
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Plans and Proposals
Print ads (newspapers/magazines)
Brochures and Newsletters
Direct Mail
Outdoor and point-of-purchase
Scripts (radio, television, Web)
Infomercials
Internet SEO content and ad copy

4. GOOD WRITING REQUIRES . . .
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A clear message.
An attention getting headline/lead.
Unity – Only one major idea.
Coherency - Easy to follow organization and argument
Development – specific examples, details, etc.
Clear, concise, simple sentences.
Appropriate word choice.

5. THE PROCESS OF GOOD WRITING.
• PREWRITE - RESEARCH
• FIND YOUR MAJOR MESSAGE
• ORGANIZE (outline, put like things
together, use parallel construction, find the
best pattern )
• WRITE (just get it all down)
• REWRITE
• PROOF-READ (get help)
• FORMAT and FINALIZE

6. WE LEARNED THAT
RESEARCH IS IMPORTANT.
• All advertising messages and campaigns
are based on research.
• The better the research, the more
effective the communication.
• Research defines target
audiences, visual dynamics,
media, and success.

7. WE LEARNED TO TARGET
SPECIFIC AUDIENCES
• All advertising messages are designed for
specific target audiences.
• Messages are framed in the language of the
audience. (word choice, metaphors, etc.)
• Messages are in the context of the audience
in regards to examples, illustrations, etc.
• Demographics and psychographics help
define the characteristics of audiences.

8. CRITICAL THINKING SKILLS
ARE CRUCIAL!
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Visualizing
Planning
Researching
Analyzing
Assessing

9. CRITICAL THINKING DETERMINES
• Strategy and Plan
• Who needs to know
• Messages and Media
• Analytics and Metrics
• How to measure success

10. PLANNING IS KEY
Advertising uses research to
determine what the message is, who
the audience is, and what media to
use to best achieve communication
goals.

11. VISUAL SKILLS ARE VITAL.
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Design
Color
Fonts
Structure
Photos
Animation
Icons/Logos
Videos

12. WE LEARNED . . .
• How to evaluate an image (clarity,
perspective, color, impact)
• How to choose images (photos, graphs, charts,
cartoons, etc)
• How images communicate messages

13. WE LEARNED HOW IMPORTANT WORKING IN
TEAMS IS . . .
• to share information
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to help edit the text
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to help with practice
• to provide advice
• to proof read
• To give moral support

14. We learned how to write,
design, and analyze
business cards.

15. We learned how to analyze ads
– assessing the design, copy,
message, and audience.

16. We learned how to put a poster
session together as a team to
show off our creativity.

17. We learned how to
write and design
brochures.
REAL MEN DON’T RAPE
Speak Up
Against Relationship Abuse
CARE

18. We learned how to write
and design flyers.

19. We learned how to write
PSAs.

20. We learned a lot about
relationship abuse and date rape.
• Data and statistics
• What a healthy relationship is and is not
• The importance of consent
• How to stay safer when going out
• How to support people who have been
abused
• Intervention and how to look after each other
• Where to get help

21. And YOU this semester, have become
a better person and advertising writer
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by practicing your writing skills
by getting rid of wordiness and being concise
by learning to analyze ads
by recognizing the importance of research
by working with others on a creative team
by assessing design elements
by creating business cards, brochures, flyers, and
PSAs
• by learning about relationship abuse and date rape
• by just being in this class

22. Just when the caterpillar thought the
world (class) was over, it became a
butterfly. -Proverb