The document provides tips for writing effective advertisements, including using a creative hook to grab attention, writing for how an audience thinks, and keeping the message consistent, simple and clear. It discusses using an emotional trigger, affirming the audience's self-image, and creating a memorable and unique hook. The Ogilvy Formula recommends readers pay most attention to visuals, captions, headlines and signatures. An outline is provided for sketching an ad, including elements like a hook, visual, caption, headline, copy and signature.

1. Writing Ads
Brad Gangnon
Takoda Institute
6/6/2013

2. Tips from Dummies
1. Relevant and memorable
2. Creative hook
3. Write for how people think
4. Don’t be ponderous or pompous
5. Know your audience
6. Creativity is hard work
7. Consistent, simple, and clear

3. The creative hook
• Emotional Trigger
• Affirms audience self image
• Memorable
• Unique
• Attention getting

4. The Ogilvy Formula
• Reader pay attention to:
– Visual
– Caption
– Headline
– Copy
– Signature

5. Ogilvy Layout Described
• Visual at the top of the page. If you are using a
photo, bleed it to the edge of the page or ad
space for maximum impact.
• For photos, place a descriptive caption below.
• Put your headline next.
• Follow with your main ad copy. Consider a drop
cap as a lead-in to help draw the reader into the
copy.
• Place your contact information (signature) in the
lower right corner. That's generally the last place
a reader's eye gravitates to when reading an ad.

6. Sketch an Ad
• Takoda Institute PR Specialist Program
• Include:
– Hook
– Visual
– Caption
– Headline
– Copy
– Signature