Basics of Advertising

ADVERTISING BASICS

Submitted by J.SHERLY.

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STRUTURE, STYLE, AND TECHNIQUE.

Structure. Vignettes. Comparison. Continuing Series. Style. Comedy and Tragedy.

Six Basic Rules.

Respect fundamental ratios. Never anticipate costs before

income. Increase the productivity. Watch receivables constantly; fight

on late payments. Reduce work in progress and prebill

on major jobs. Keep capital expanditure (capex) in

line with business volume.

What are the jobs in a communications Agency? Account Management. The creative Department. The production Department. The Media Department. The Research Department. Support Services and Administration. Client Servicing/Account

Management.

Text.

Headline. Amplification of the headline. Explantion of the clami. Citation of credible evidence. Listing of benefits. A closing slogan that capsulizes the

benefits.

Type to Film.

The Storyboard. Choosing a production house. PPM (Pre-Production Meeting.) The Shoot day. Post-Production. Rough cut. Final Master. Telecast Copies.

The Secrets of becoming and being a Good Copy writer. Advertising is a business like any

other. Read the book by all means, but

don’t believe everything you read. In baiting a mousetrap with cheese

always leave room for the mouse. People don’t buy from clowns-and

that includes clients. Beware of pundits bearing rules.

Writing Radio Advertising. Write for the ear. Capture and excite the listener’s

imagination. Stick to one strong idea. Single out the prospect. Set the mood for the product. Remember the mnemonics. Get attention fast. Register the product’s name.

Advantages of Television Advertising. Do your basic research first. Empumhasise the main selling point. Make the commercial relevant. Get attention fast and keep it. Match the Medium and message. Stay on track. Don’t waste words. Keep the commercial simple.

Copy creation in three steps. What’s my product or service? What benefits does the product give the

buyer? What benefits will the user of a service

get? How dose my product differ from other

similar products? What will the product price or service

cost be? Is the script clearly renderable on radio

and TV?