1. www.roi-ltd.co.uk 1

2. Creating Campaigns that sell 2

3. Objective Understand the function of an advertisement To help give clear direction relating to the brief & critique of concepts & designs To aid your understanding of good advertising copy 3

4. The Function of Advertising 4 ...to attract & hold the maximum attention of the right kind of prospects whilst a selling story is told and a favourable action or re-action is induced…

5. Why Advertise? 5 Launch product/brand Change perception Reach new markets Convey news Sell

6. 6 …words are, of course, the most powerful drug used by mankind…. Rudyard Kipling 14th February 1914

7. Building a concept 7 Make it easy for the reader to connect with the message Start with the problem How can the problem be illustrated Present the product or service as the solution

8. Key elements Headline Image Body-copy Call to actions 8

9. Benefits BenefitsBenefits We don’t buy what something is…we buy how we will feel once we’ve made the purchase. 9

10. Features A feature is a ‘fact’ Something true, present in a tangible item at the time of manufacture Benefits A benefit is the pleasure or improvement derived from the presence of the fact. Generally associates with emotion 10

11. Thank you 11

12. Contact Omid Mahmoudi - Director m 0701 0701 012 e omid@roi-ltd.co.uk w www.roi-ltd.co.uk t 0871 2341 545 12

13. Contact Ali Nisar - Director m 0701 0701 210 e ali@roi-ltd.co.uk w www.roi-ltd.co.uk t 0871 2341 545 13