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This document provides guidance on writing effective advertising copy. It discusses key elements like appealing to emotions (pathos), credibility (ethos), and reason (logos). It also covers positioning a product in the consumer's mind, the importance of slogans and branding, understanding consumer behavior, and guidelines for crafting the copy like having a clear purpose and understanding the target audience. The document stresses using repetition, visualization, and language consumers can understand to grab attention, build interest, and motivate action.
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The document provides information on promotional campaigns, advertising terms, traditional and new media options, search engine marketing, online advertising, social media strategies, email campaigns, and public relations tactics. It discusses reach, frequency, waste, paid search (Pay-Per-Click), organic search (Search Engine Optimization), banner ads, social media participation levels, email list renting, promotions, and PR goals of raising awareness, influencing influencers, and defending at-risk products. It prompts developing an awareness campaign for Canada's Food Guide targeting kids and teens with a big idea, 3 campaign components, appeal/execution type, and tagline/creative.
Lo1 workbook marketing & pr
This document provides information about marketing and public relations functions. It discusses topics such as market research, market analysis, marketing strategy, advertising, brand promotion, managing messages, positive publicity, spin, damage limitation, and lobbying.
For market research, it explains primary and secondary research methods like focus groups, interviews, and online questionnaires. It notes the importance of market research for understanding customer needs and maintaining competitiveness.
Market analysis involves analyzing strengths, weaknesses, opportunities, and threats from collected market research data. The goal is to determine a market's attractiveness now and in the future. Organizations evaluate evolving opportunities and threats relative to their own strengths and weaknesses.
Introduction to advertising
This document provides an introduction to advertising, including definitions, types, and key concepts. It defines advertising as paid persuasive communication that uses mass media to connect sponsors with target audiences. The main types of advertising discussed are brand advertising, retail/local advertising, political advertising, directory advertising, direct response advertising, business-to-business advertising, institutional advertising, public service advertising, and interactive advertising. The document also covers the role of advertising in marketing, key players in advertising like media and audiences, the need for advertising effectiveness, and key concepts like advertising strategy, creativity, and creative media use.
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The document discusses marketing and brands. It presents two opposing views on the role and influence of brands - one view sees brands as manipulative forces that force uniformity on consumers, while the other sees brands as providing consumers with beliefs and identity. The document itself seems to take a more balanced view, acknowledging that brands aim to appeal to aspirations but also that consumers are sophisticated and cynical about marketing efforts. It notes challenges marketers now face in reaching consumers who have more choices and media.
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Here are a few things you could do with $2 in your pocket:
- Buy a coffee or tea from McDonald's or another fast food restaurant. Many have $1 drinks.
- Purchase a snack like a granola bar, packet of crackers, chips or candy bar from the dollar store.
- Ride public transit for a few stops if you live in an area with bus/metro fares around $1-2 per ride.
- Add it to a larger amount you're saving up for something specific. Every little bit helps!
- Donate it to a homeless/panhandling person you encounter who needs help.
- Put it towards a cheap meal deal at some restaurants (e
Abc 2017 Informing professional social media practice through virtual communi...
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This document provides guidance on writing an effective memo. It recommends that a memo include a specific subject line, a clear statement of purpose at the opening, a brief summary, informative headings, and a clear recommendation at the end. The document also instructs readers to evaluate the writing style of memos, noting use of complex words, passive voice, sentence structure, and consistency between style and content. Readers should make a list of any useful information.
Intro to business communication
This document discusses an introductory business communication course. It prompts students to reflect on how information technologies have changed their communication, work, and lives over the last five years. It instructs students to discuss these changes in small groups and present a summary to the class. It also lists core communication skills sought by employers, such as oral and written communication, critical thinking, and collaboration. Finally, it previews topics to be covered in the course, such as integrated communications, breaking down organizational silos, the communication process, and writing assessments.
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Congruent with my status as a PhD student, I was an Assistant Professor in the professional writing minor program at Concordia. I had been asked by the department chair to update the course offerings. The courses were basically rooted in mid to late 20th century writing practices, with the bulk of the content being highly irrelevant, and more academic than practical.
Having prior experience designing a social media component during my time teaching at Penn State, I was eager to get started; however, introducing social media is problematic in Quebec, primarily because Privacy Laws protect students having to participate in web 2.0 environments, to safeguard students from undergoing U.S. State surveillance. For this reason, I decided to run a study to determine how an instructional design could be effective and at the same time non-mandatory?
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This document outlines Jeannette Novakovich's dissertation proposal on integrating social media technologies into a professional writing course. The proposal includes an introduction, abstract, justification of the problem, research questions, literature review, theoretical framework, methodology, and contributions to the field. The study aims to foster professional identity formation and develop social media competencies through participation in online communities of practice. It will redesign a course and collect data through surveys, interviews and artifacts to evaluate the curriculum design.
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The document provides tips for conducting interviews. It advises researchers to prepare well in advance by researching the subject and developing specific questions that avoid bias. It also recommends practicing interview skills like talking minimally, taking notes, and being aware of any self-serving remarks from the subject. The interview should be recorded and the researcher should prepare for potential follow-up visits.
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Presentation32
- 2. Key Element of All Ads? Appeal.
- 3. Pathos---emotional appeal This type of ad suggests that the receiver can benefit—become happier, healthier, sexier, more attractive, more successful or richer in any number of qualities if he or she behaves in a specific way.
- 4. Ethos—appeal to what is right
- 6. Identify the rhetorical appeal:
- 7. Identify the rhetorical appeal:
- 8. Identify the rhetorical appeal:
- 9. Identify the rhetorical appeal:
- 10. Identify the rhetorical appeal:
- 11. Positioning An attempt to carve out a special niche for the advertiser in the minds of the public.
- 12. Identify the positioning of the following ad:
- 13. Identify the positioning of the following ad:
- 14. Identify the positioning of the following ad:
- 15. Slogans Matter I can’t believe I ate the whole thing! M’m! M’m! Good! A diamond is forever. Breakfast of Champions Just do it! Obey your thirst.
- 16. Branding Branding is an effort to create instant identification of the organization and association with what it does and is.
- 17. Behavior Understanding what people think and do in different parts of society is critical to developing credible advertising.
- 18. Good advertising copy is a complex blend of information (facts) and appeal (emotion)
- 19. Basic Guidelines for Writing Advertising Copy Purpose Objective Facts The Publics Media The Creative Approach Visualization Language Repetition
- 20. Purpose A clear understanding of what you want to accomplish
- 21. Objective Facts Know the pertinent facts about the product and its opposition
- 22. The Publics Wants, Needs and Values
- 24. Previous Information Builds a Copy Platform A copy platform is a succinct document that spells out pertinent information about the public and contains a simple statement of creative strategy.
- 25. Push and Pull Tactics Push tactic—placing an ad where it will be exposed to the publics you want to reach—a downward message system to the consumer Pull is an upward message from the consumer, stimulated by a number of tactics creating interest or demand from the consumer
- 26. Visualization Think in visual terms as well as verbal.
- 27. Language Use language your publics will understand.
- 28. Repetition Repeat the essential point of your message at least three times in your ad.
- 29. Copywriting for Print Media Attention Interest Desire Credibility Action
- 30. Attention Command attention with the headline and the visual design---these elements should provide your publics a benefit
- 31. Interest Heighten interest by making sure the copy flows from the ad’s headline.
- 32. Elements of a Print Ad Visual –drawing or image Title - the main headline Copy -body of the text Signature-(Advertisers name, contact information) Extras – coupon, free sample