Advertisement writing

1. Broadcast
Advertising

2. Positioning Statement
• States how the consumer should
perceive your product/client.
• “Rick’s Gun and Liquor Store is the
most convenient gun and liquor store in
the market.”

3. Copy Platform
• The theme that runs throughout the
campaign.
• Will appear in all advertising.
• Reflects the positioning statement.
• May be a slogan.
• “Bullets and booze to go.”

4. Creative Planning
• Spots have to “resonate” with the
consumer.
• To make the consumer understand the
message – the advertiser must
understand the consumer.
• The first few seconds of the spot have
to be powerful. Grab the attention.
• The Hook.

5. Creative Planning
• Keep it simple.
• One idea per spot.
• It can be price, quality, quality,
convenience, etc.
• But only one.

6. Commercial formats
• Dramatic
– Short plays
• Exposition – sets the stage
• Conflict – what’s the problem?
• Rising action – complications
• Climax – problem is solved – product is the
hero
• Resolution – repeat the selling points

7. Creative Planning
• Problem – solution
– Sometimes uses the dramatic element
• Demonstration – TV – show the product
in use
• Interview – some are real – some
scripted

8. Creative Planning
• Testimonial
– Uses celebrities
– Phrased in the first person.
– “I use the product…”
• Must be bona fide user of the product
• Average person must obtain same results
• “Experts” must be experts
• If organization – consensus must be reached
• Any material consideration must be revealed

9. Creative Planning
• Spokesperson
– Common character or person in all ads
– Does not claim to use product
– May be real or fictional
• Symbolism
– When the product is difficult or impossible
to visualize or show

10. Creative Planning
• Direct comparison
– Not before 1970 – used “Brand X”
– Heavily scrutinized
– Difference must be verifiable
– Superiority must be clear
– Reinforces brand loyalty
– Viewed negatively when brand leader uses
comparison against smaller brands
– Consumer may remember wrong product

11. Creative Planning
• Appeals
– Emotional appeals are stronger than
logical appeals
– Emotional appeals are related to
psychological needs
– Maslow’s hierarchy of needs

13. Emotional appeals
• Security appeal
– Safety and security
– Medications, vitamins, etc.
– Uses cognitive dissonance
– Threat or fear of bad breath, hair loss, dandruff,
body odor, etc.
• Sex appeal
– Using the product will attract the opposite sex

14. Emotional appeals
• Love and sentiment
– Associated with a close and happy home life
– Baby products, pet products, foods, cameras,
greeting cards
• Humorous appeal
– Very difficult
– Humor may obscure the message
– If it’s not funny…

15. Emotional appeals
• Convenience
– Saves time and effort
– Even if two products are equal in quality,
price, etc. – convenience can sell one.
• Curiosity
– Appeals to our desire to explore the
unkown or the unusual

16. Emotional appeals
• Ego appeal
– Desire for status
– For comfort items, luxury items, big ticket
– Credit cards, luxury cars, designer clothing
• Hero worship
– Uses athletes, celebrities
– You will be like your hero, if you use the
product

17. Emotional appeals
• Sensory appeals
– Appeal to one of the five senses

18. Commercial writing
• Keep language simple, concise and
concrete
• Write as you speak
– Use pronouns
– Informal – but not slang
• Simple sentences
• Active voice
• Language that is descriptive

19. Commercial writing
• Identify the selling points and repeat
them
• Avoid numbers in broadcast copy
– Phone numbers are not easy to recall
unless they form an acronym
– Make numbers understandable
– No a.m. or p.m.
– Give a referent

20. Commercial writing
• In radio – you are speaking to an
individual
– Radio is a personal medium
– Difficult to reach listeners because of
sweeps.

21. Commercial writing
• Attention
• Interest
• Desire
• Action

22. Commercial writing
• Weasel words
– “helps control dandruff with regular use”
– “leaves dishes virtually spotless”
– “the lady has taste”
– “Listerene fights bad breath”
– “you can be sure if it’s Westinghouse”
– “Ford LTD is 700% quieter”