Advertising copy

CHAPTER 8: WRITING ADVERTISING COPYTeam B

Ika-11 ng Oktubre 2014

AFL 759d Pagsulat sa Tri Media

BALANGKAS NG PAGLALAHAD

the field of advertising beginning the process: needs and appeals the audience the product the advertising situation copy platforms writing the ad elements of a print ad writing advertising for broadcast copywriter’s tools television script sheet 4 types of dramatic formats other media

 ADVERTISING FIELD Its purpose is to persuade and motivate. Advertising is

based on the assumption that words have the power to produce a change.

A change in thinking, attitudes, belief and ultimately, behavior.

PROCESS OF WRITING ADVERTISING COPY

process information put it into an accepted form for its medium

BEGINNING THE PROCESS: NEEDS AND APPEALS

the process of writing advertising copy begins with a recognition that all humans have certain needs and desires. Effective advertising appeals to these needs and desires in a way that will make people act positively toward a product or an idea.

NEEDS AND APPEALS

food and drink shelter, security and comfort sex, intimacy and social contract independence, privacy, self-fulfillment and power stimulation acquisition

THE AUDIENCE

Marketing a product or service begins with deciding what part of the population is most likely to buy it.

age gender income education marital status

ADVERTISERS NEED TO THINK ABOUT TWO GROUPS people who are already using the product people who do not use the product but are likely to.  

MAJOR CONCEPTS

Demographics – a way of dividing the population into groups on the basis of some obvious characteristics.

  Psychographics – the concept of putting people into

groups based on less obvious characteristics. Based on the emotional resources that different types of people have to products

THE PRODUCT

anything the advertising is designed to promote. It could be an item or an idea.

PRODUCT

What the product does? Physical characteristics of the product History of the product Who makes the product

THE ADVERTISING SITUATION

Key fact – sets the stage for the thinking about an ad, and writers who do not have a key fact clearly in mind will be confused and prone to wander in directions.

  The problem – the ad should solve. Should be a specific

and ad should evolve form the key fact   The object – needs to be stated clearly and precisely.  

Some statements of advertising objectives: should make people aware of the product should change people’s attitudes towards the product   advertising objectives should tell consumers of the product’s improvements should encourage people to shift from buying another

product to buying this product

COPY PLATFORMS

a way of setting the ideas and information of an advertising situation down on paper and of organizing those ideas in such a way that effective advertising copy can be produced from them.

ad subject ad problem product characteristics advertising objective target market competition statement of benefit or appeal creative scheme supportive selling points

WRITING THE AD

use clear, simple English pay attention to the verbs be as specific as possible, but don’t let too many details

get in the way of the Advertising message be precise in the use of the language use personal pronouns when appropriate don’t be afraid of contractions inspire confidence in the product and the advertiser give the audience all the information it needs

ELEMENTS OF A PRINT AD

copy sheet for print ad product medium client writer headline subhead body copy subhead or slogan signature

WRITING ADVERTISING FOR BROADCAST

radio script sheet product client title writer length source * audio announcer

COPYWRITER’S TOOLS

voices sound effects music pictures visual effects  

TELEVISION SCRIPT SHEET

product client title writer length video audio woman 1 woman 2 (voice over)

4 TYPES OF DRAMATIC FORMATS

problem resolution slice of life documentary/ demonstration fantasy the spokesperson testimonial anonymous announcer

OTHER MEDIA

television story board product client writer length video - audio frame time 5 seconds

TEAM B

Randy T. Nobleza Jeffret R. Ancheta Rita D. Morales Jorge Cuinillas