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Copywriting ii week 2
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Copywriting ii week 2

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  • Maslow's need is thirst, but target market does not need
    VCVC. They can drink water! So the ad should play on a personal desire
    and associate drinking VCVC with fulfillment of that desire.
    To be perceived as cool, aloof, above the fray.
    Desires friends and fun. Wants to be seen as counterculture, intelligent,
    active – but not with Mom and Dad. Peers and image with peers are
    important.
    Target market is not aware of brand, but they drink
    pop. Make them aware and persuade potential early adopters to switch.
  • Transcript

    • 1. Copywriting II
    • 2. Copywriting II week 2 A few reminders: • Shirin Khosravaneh celiberal@georgebrown.ca • Notes on Slideshare slideshare.net/thenewsgenerator • Final marks available 1 week after the end of class
    • 3. Course outline and objectives Marketing Plan Advertising You are here Web Marketing Sales Presentations
    • 4. Specifics of advertising The Anatomy of an Ad • Copywriting Guidelines • Elements of an Ad • Killer Headlines • Taglines & Slogans Writing the Ad • Features vs. Benefits • Writing Body Copy • Utilizing Emotional Triggers • The Call to Action
    • 5. Interactive advertising
    • 6. Getting your attention
    • 7. 4 Ps Marketing Mix • • • • Product Price Place Promotion
    • 8. The writing process Applying the marketing plan to our work
    • 9. The Promotional Mix • • • • • Advertising Personal Selling Public Relations Sales Promotion Direct Marketing
    • 10. The Promotional Mix • Personal Selling • Mass Selling • Sales Promotion
    • 11. Personal Selling
    • 12. Mass Selling • Advertising vs. Public Relations / Publicity
    • 13. Sales Promotion • • • • Loyal customers Competitor’s customers Brand switchers Price buyers
    • 14. Loyal Customer • Loyalty programs • Bonus packs
    • 15. Competitor’s Customers • Sampling • Sweepstakes or contests
    • 16. Brand Switchers • Promotional pricing • Trade deals
    • 17. Price Buyers • Coupons • Price-driven promotion
    • 18. B2C Sales Promotion Tools • • • • • Coupons / rebates Loyalty marketing Contests Sampling POP
    • 19. B2B Sales Promotion Tools • • • • • Training (webinars) Push money In-store demonstrations Trade shows / conventions Free merchandise
    • 20. Promotional vocabulary • Should we lead with price? – Free – Fast – Longevity = credibility – Looks, feels, sounds better – Compact – Lasts longer – Easier – Safer – Guaranteed
    • 21. Objects, signs and interpretants
    • 22. The Marketing Plan 1. Market research 2. Target market 3. Product 4. Competition 5. Mission statement 6. Market strategies 7. Pricing, positioning and branding 8. Budget 9. Marketing goals 10. Monitor your results
    • 23. Creative brief • • • • • • What are we selling? Who are we selling to? Target audience Who are we up against? What are the project goals? What problem are we solving? What do you want people to do?
    • 24. Product • Describe your product. • How does your product relate to the market • What does your market need • What do they currently use • What do they need above and beyond current use?
    • 25. Know your competition and USP • Competition • USP (what we have that the competition does not)
    • 26. Promotional Strategy Objective • Fulfillment • Target Market’s desire • Brand Awareness
    • 27. The Seven-Stage Marketing Strategy Strengths Strengths Weaknesses Weaknesses Opportunities Opportunities Threats Threats
    • 28. The Seven-Stage Marketing Strategy Define the product or service and describe its attributes The fact Feature: The coffee cup has a no-spill lid The promise: Benefit: You will never stain your clothes ever again The value: Enjoy a cup of coffee without worrying
    • 29. Demolish objections • • • • • I can’t afford it I don’t have time It won’t work for me I don’t believe you I don’t need it
    • 30. What traditional ads look like • • • • Illustration 65 % Headline 10 % Copy 20 % Logo 5%
    • 31. • • • • • • • Headline Benefit or problem – solution Hook or unique storyline Tell a story Identify audience pain points Emotional cues (tug on the heartstrings) Prove it!
    • 32. Important copy tips 1. 2. 3. 4. 5. 6. 7. Demonstrate knowledge Use short sentences Do not overwhelm Run from pompous words Educate Use a great headline Strike a nerve
    • 33. Important copy tips 8. Know your audience 9. Focus on benefits 10.Make an impact 11.Be client-centred 12.Bring out your personality
    • 34. Important copy tips 15.Proofread 16.Test your copy 17.Edit and then edit some more

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