CHAPTER 8: WRITING ADVERTISING COPY Team B Ika-11 ng Oktubre 2014 AFL 759d Pagsulat sa Tri Media
Jun 20, 2015
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