This document provides guidance on writing effective advertisements. It begins by defining advertisements and their purpose. It then lists important points to include in different types of advertisements like matrimonial, recruitment, property, and vehicle advertisements. The document also provides tips for crafting advertisements that grab attention, generate interest, create desire, and inspire action. Specifically, it recommends that advertisements be simple, brief, creative, and clearly highlight product benefits. Finally, it provides examples of effective advertisement headlines and formats.

1. PES/ENG/X/116
• Beta version of file.
• Pl mention all reqd changes at this stage.
• Word limit- 1800
• Pl see if we can combine it with notice writing -114, as word limit is
too less for half an hour episode.
A PUNJAB EDUSAT SOCIETY PRODUCTION
Subject : English
Class : X
Topic : Advertisement
Anchor -1
Children you must have seen the advertisement that appear under classified
columns in boxes in the newspaper or various magazines. Classified
advertisements cover usually vacancies, matrimonial, situation wanted,
educational, lost and found etc. type of notices.
pZfuU, s[;h ftfrnkgBkA pko/ skA ikDd/ jh j't'r/ fiBkQA Bz{ n;hA ne;o nypkokA ftZu
ikA o;kfbnkA ftZu torhfeqs ykfBnkA ftZu d/yd/ jkA .fJj ftfrnkgB finkdkso B"eohnkA,
ftnkjkA, EktkA, gVQkJh ns/ rz[whnkA-fwbhnkA t;s{nkA d/ Bkb ;pzfXs jz[d/ jB ikA
T[BkQA pko/ ;{fus eod/ jB .
Have you ever felt like reading them even if you do not have to buy anything?
eh s[jkvk ed/ fdb ehsk j? fJBkQA Bz{ gVQB dk Gkt/ jh s[jkvk fJ; ;G Bkb e'Jh b?Dk
d/Dk Bk j't/ .
I am sure you must have especially the commercial advertisements.
These commercial advertisements are inserted by business houses to promote
the sale of their products. They are put in boxes merely to attract the attention of
all irrespective of their ability to buy the products advertised in them. Thus, by an
artistic effect even an average product may be shown of a very high quality. So
much depends on how an article is advertised visually, artistically and, of course,
glamorously.
ftUgkoh nkgD/ gdkoEkA d/ tgkoe tkX/ ykeo ftfrnkgBkA dk ;jkok b?Ad/ jB .fJj
ftfrnkgB pke; ftZu fJ; bJh gkJ/ ikAd/ jB skA i' b'ekA dk fXnkB fJBkQA tZb ikJ/ ns/
fJBkQA dh ;/b finkdk d' finkdk j'J/ .fJBkQA pke;kA ftZu fJBkQA ftfrnkgBkA Bz{ fJ;
sokA ebkswe Yzr Bkb fbfynk ikAdk j? skA i' fJZe ;kXkoB gdkoE th yk; br/ .fJj ;G
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2. PES/ENG/X/116
fJ; s/ th nkXkfos jz[dk j? fe ftfrnkgB fe; Yzr Bkb ns/ feE/ fbfynk frnk j? ns/ T[; s/
fesB/ b'ekA dh Bio g?Adh j? .
Today in this module we are dealing with the topic of ‘advertisement writing’. Let
us see what we are going to learn today.
VO WITH TEXT ON SCREEN
Learning Objective
• Definition of advertisement
• How to write an effective advertisement
• To familiarise with some of the samples of advertisement
Anchor – 2
What is definition of advertisement?
VO WITH TEXT ON SCREEN
ftfrnkgB
wFj{oh dk fJZe iohnk j? .
fJZe ;{uBkA, fit/ fe g';No ikA g?;/ d/e/ pokvek;N ikA fJb?eNkqfBe whvhnk okjh
fdsh ikAdh j?, yk; s"o s/ iBsk Bz{ fyZu gkT[D tk;s/ pDkJh ikAdh j? .
ftfrnkgB ikA wFj{oh nkdkB gqdkB dk T[j iohnk j? fi;Bz{ fe nkgD/ gdkoEkA Bz{ t/uD
tk;s/ ikA ;/tktk bJh tofsnk ikAdk j? .fJj yk; s"o s/ T[; t;s{ pko/ ikDekoh fdzdk j? fe T[;
dk BkA eh j? ns/ T[j tosD tkb/ tk;s/ fe; sokQA bkGdkfJe j? .id' fe ftfrnkgB rqkje Bz{
T[; yk; t;s{ Bz{ b?D tk;s/ gq/fos eodk j? .
Advertisement is
1. The act of advertising.
2. A notice, such as a poster or a paid announcement in the print, broadcast,
or electronic media, designed to attract public attention or patronage.
Advertising is a form of communication used to help sell products and services.
Typically it communicates a message including the name of the product or
service and how that product or service could potentially benefit the consumer.
However, advertising does typically attempt to persuade potential customers to
purchase or to consume more of a particular brand of product or service.
VO WITH TEXT ON SCREEN
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3. PES/ENG/X/116
Important points to remember while writing your advertisements:
Please remember to provide the following information in your advertisements to
make it most effective:
Matrimonial Advertisements:
• Religion / Caste
• Manglik (Yes/No)
• Age & Height
• Income
• Qualification
• Occupation
• Personal info about Bride / Groom : Viz. complexion, health, personality, family
background.
• Horoscope required (Yes/No)
• Box No. required (Yes / No)
Recruitment Advertisements:
• Job Profile
• Qualification
• Experience
• Salary
• Industry
• Contact Info
Property Advertisements:
• Sale / Rent / Lease
• Location
• Rooms / Bedrooms
• Drawing / Dining
• Courtyard / Lobby / Terrace / Open space
• Parking space
• Bathrooms
• Premises /Amenities
• Geographical Location (Viz. North facing, park facing, corner etc.)
• Rent / Price
• Contact info
Vehicle Advertisements:
• Buy / sell
• Make
• Model
• Type - Car / Jeep / Truck / 2-wheeler
• Condition
• Price
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• Color
• Seating capacity
• Mileage
• Petrol / Diesel / CNG
• AC / Non AC
• Stereo (Yes / No)
• Contact info
Anchor – 3
Tips for Effective Advertising
Advertising is an indispensable part of any business. Every company spends a
lot of money on advertising so that people buy their product or service. But the
amount of money spent alone cannot make advertising effective. They should be
drafted in such a manner that they catch the attention of the reader to go through
them even if the reader has no desire to buy the product.
ftfrnkgB fe;/ th T[d:'r dk fJZe bkiwh fjZ;k j? .jo ezgBh ftfrnkgBkA s/ bZykA o[gJ/
you eodh j? skA i' b'e T[BkQA d/ gdkoE yohdD ikA T[BkQA dhnkA ;/tktkA b?D .go
ykbh g?;k youD d/ Bkb ftfrnkgB Bz{ n;odko Bjh pDkfJnk ik ;edk .ftfrnkgB dk ykek
n?;/ sohe/ Bkb T[bhfenk ikDk ukjhdk j? fi; Bkb fe T[j ftfrnkgB b'ekA Bz{ gVQB bJh
fyZu gkt/ Gkt/ jh T[; Bkb T[;dk wsbp j't/ ikA BjhA .
The following points would make advertising effective.
1. Advertisements should be simple enough to be understood by the masses.
ftfrnkgB nfijk j'Dk ukjhdk j? i' ;ob j't/ ns/ nkw iBsk Bz{ ;wM nk ikt/ .
2. Advertisements should contain the memorable content in it, to make it
retainable in the minds of the people.
ftfrnkgB nfijk j'Dk ukjhdk j? i' b'ekA d/ fdb s/ fJZe Skg SZv ;e/ skA i' T[j T[BkQA
Bz{ :kd ofj ;e/ .
3. Advertisements should contain the punch lines and dialogues to convey the
advertising messages properly.
ftfrnkgB dhnkA bkJhBkA nfijhnkA j'DhnkA ukjhdhnkA jB i' ;ob FpdkA ftZu ftfrnkgB
dk wZ[y wzst fpnkB eo ;eD .
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5. PES/ENG/X/116
4. Advertisements should clearly mention the features of the products or
services.
ftfrnkgB ftZu fi; T[sgkd dh rZb ehsh ik ojh j? T[; pko/ ns/ ;/tktkA pko/ ;gFN ns/ ;kc
ikDekoh j'Dh ukjhdh j?
5. Advertisements should make the brand names very clear in the message.
ftfrnkgB ftZu ezgBh dk BkA Gkt T[sgkd fejVh ezgBh dk j? T[; pko/ th ;gFN o{g
ftZu fbfynk j'Dk ukjhdk j? .
6. Advertisements should be creative to gain the attention of the public. A short
and creative Advertisement would be more effective than a long Advertisement in
which creativity is not applied.
ftfrnkgB o'ue j'Dk ukjhdk j? skA i' T[j b'ekA Bz{ nkeofFs eo ;e/ .fJZe S'Nk ftfrnkgB
fJZe bzp/ ns/ tZv/ ftfrnkgB s' finkdk n;odko jz[dk j? .
These days no one has the time or patience to go through lengthy write-ups. The
advertisement should, therefore, be brief.
nZieb fe;h ftnesh e'b fJBkQA ;wkA Bjh fe T[j tZv/ tZv/ ftfrnkgBkA Bz{ gVQ ;e/
fJ;bJh ftfrnkgB S'Nk Gkt ;zy/g ftZu j'Dk ukjhdk j? .
Anchor – 4
The purpose of a good ad is to get you to do something i.e.,To act.
fJZe uzr/ ftfrnkgB dk wzst jzdk j? fe T[j s[jkBz{ ftfrnkgs T[sgkd Bz{ yohdD
Bz{ T[e;k ;e/ .
What are the main ingredients of a GOOD Advertisement?
VO WITH TEXT ON SCREEN
Following are the ingredients of any good classified ad -
- Attention
- Interest
- Desire
- Action
Attention applies to your headline. You want to generate attention and get
readers to read the rest of your ad. You need to write a good headline. Your
headline should be short, to the point, and demand attention.
Here are some examples:
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Connecting people Nokia
Jeetey Raho! We cover you. At every step in life- ICICI Prudential Life Insurance
Eat healthy Think better-Britannia
The shorter your ad, the shorter your headline needs to be. Make every word
count.
If you have the attention of your reader, the next step is interest. Focus on the
main benefit of your product or service.
i/ gVQB tkbk fXnkB fdzdk j? skA nrbk uoD j? fdbu;gh .nkgD/ gq'v?eN d/ yk; bkG
ikA ;/tktkA T[go fXnkB fdU .
If you are writing a short ad, then you can only focus on one benefit.
i/ s[;hA S'Nk ftfrnkgB d/ oj/ j' skA s[;hA{ f;oc bkG s/ fXnkB d/ ;ed/ j' .
Remember, a benefit is different from a feature. A feature tells you what
something will do. A benefit tells the person how it will help him/her.
fJj :kd oy' fe bkG jw/FkA gfjb{nkA s' tyZo/ jz[dk j? .gfjb{ s[jkBz{ fJj d;d/ jB fe fi;
t;s{ pko/ rZb j' ojh j? T[j eh eo/rh ns/ bkG fJj d;d/ jB fe T[j ftnesh bJh fe; sokQA
bkGekoh jB .
For example:
If you are selling a product to end baldness, a feature might be that it's easy to
use. A benefit would be that the person would have crop of hair that makes him
look 20 years younger.
Here's the beginning of an example ad:
Headline: End Male Pattern Baldness Forever?
Interest: Unique formula ends male pattern baldness forever.
Next, you want to create a desire for your product.
Example: In just 15 minutes a day, you can be on your way to a full head of hair.
Finally, you want the reader to take action. Send for free details, write for free
details, click through, etc.
Example: Get your free subscription to the "Male Pattern Baldness Newsletter"
now.
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These are just examples, and I'm sure that they can definitely be refined.
Anchor – 5
Children, now that you have got the tips on writing effective advertisements, let
us have a look at some of the sample advertisements.
pZfuU, j[D sjkBz{ uzr/ ftfrnkgB Bz{ fbyD d/ B[efsnkA pko/ skA gsk uZb jh frnk j? .
nkU j[D eZ[M T[dkjoBk okjh fJ;Bz{ uzrh sokQA ;wMhJ/ .
An advertisement for ‘SMILY HERBAL TOOTHPASTE’
FOR SPARKLING WHITE TEETH
USE…………….SMILY TOOTHPASTE…………………
The goodness of herbs fights
Tooth decay
Bad odour
Gum diseases
BUY ONE GET ONE FREE
Sample – 2
An advertisement for Slimming and Beauty Clinic
]
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8. PES/ENG/X/116
Get in Shape with Lose Upto 8-10 Gram in 10 hours
THE BODY CARE
- banish skin problems like wrinkles, dark circles
- professional hair styles, all sorts of hair care treatments
- head to toe beauty packages
Contact: The Body Care, Slimming and Beauty Clinic
23, PUDA Shopping Complex
Jalandhar
Punjab
Sample – 3
An advertisement for Digital Camera
HURRY! OFFER VALID TILL STOCKS LAST
Anchor - 6
Let us recapitulate what we have learnt so far
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9. PES/ENG/X/116
VO WITH TEXT ON SCREEN
Summary
Advertisements are the messages carried in media i.e. T.V, Newspaper,
Magazine etc. to persuade people to buy the product or service offered by the
advertiser.
Drafting an Advertisement
- An advertisement should be simple and to the point
- should be creative and brief
- should contain punch lines and dialogue
- should mention the features of the products or services
Four basic ingredients of a good advertisement are
Attention
Interest
Desire
Action
ANCHOR - 7
So now you are well acquainted with the format and the features for drafting
advertisement. So in simple way we can say that the guide to writing good
advertisements is to follow these basic steps:
First step in writing a good advertisement is that –
Study the advertisements that attract your attention. This can be advertisement in
the newspaper, magazines or internet and then practice writing advertisements
on your own.
pZfuU, j[D s[;h uzr/ ftfrnkgB Bz{ fe; sokAQ fbfynk ikAdk j? fJ; pko/ ikD rJ/ j'
.n;h ;"y/ FpdkA ftZu fJj efj ;ed/ jkA fe uzr/ ftfrnkgB Bz{ fbyD bJh fJBkQA rZbkA dk
fXnkB oyZDk io{oh j? .
fJZe nfij/ ftfrnkgB Bz{ fXnkB Bkb gVQ' i' s[jkvk fXnkB nkgD/ tZb fyu/ .fJ; sokQA
dhnkA ftfrnkgBkA s[jkBz{ nypkokA, o;kfbnkA ns/ fJZNo-B?N s/ fwbDrhnkA .
fJBkQA Bz{ gVQB s/ ;wMD s' pknd s[;h nkgDk ftfrnkgB fbyD dk nfGnk; eo ;ed/ j' .
CUT TO TEXT WITH VO
Draft an advertisement for package tour to the holy places of the country.
The drafted advertisements may resemble something like this.
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10. PES/ENG/X/116
GUIDED 7 DAY TOUR TO VAISHNO DEVI, HARIDWAR, BADRINATH
Pay your obeisance to the holy shrine and bathe in the Holy Ganges water
Travel in super – deluxe AC Luxury Coaches
Charges Per Person- Rs 2500(Adult), Rs 1000 (Children)
Book early to avoid disappointment
Contact: Raj Tour and Travels, 23, Nai Sarak, Chandni
Chowk, Delhi
Anchor 12
;' pZfuU, j[D n;h nkgD/ nZi d/ gkm Advertisement d/ nzs ftZu g[i rJ/ jkA . w?
Bz{ T[whd j? fe nZi dk fJj gkm s[jkBz{ ;kfonkA Bz{ uzrh sokQA ;wM nk frnk j't/rk
.nZi dh ebk; ftZu s[jkvk ;kfonkA dk fXnkB d/D bJh XzBtkd .nrbh ebk; ftZu c/o
fwbkAr/ .
BETA STAGE OF SCRIPT
Submitted No. of Times: 1 2 3 4
Subject: _________________________________, Class: ________________________
Topic: _________________________________________________________________
Script ID: ______________________________________________________________
Date of Receiving by PES: ________________________________________________
Date of Receiving by Subject Specialist: ____________________________________
Name of Subject Specialist: _______________________________________________
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11. PES/ENG/X/116
Tick (√ ) any one of the following:
1. Necessary suggestions given at Alpha Stage have been incorporated by Service
Provider. The script is now approved for making Master file.
2. None of the recommended corrections at alpha stage have been incorporated by
the Service Provider and the script is returned back to send it again for Beta stage.
3. Some of the recommended corrections have not been incorporated and the script
is sent back again to return as Beta again.
4. New suggestions are recommended for incorporation, thus the script sent back to
return as Beta again.
Submitted to Service Providers Date _____________________.
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