Writing a Good Advertisement -Lagman

8/3/2019 Writing a Good Advertisement -Lagman

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3. Writing a3. Writing aGoodGood

AdvertisementAdvertisement


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Writing aGood

Advertisement

g.

b.

e.

d.c.

a.

f.


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a. Make it Easy to

Recognize

Through the use of

distinctive logo or

signature cut.


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b. Make it Simple

Z pattern


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BEGIN WITH ABENEFIT HEADLINE ACROSS THE TOP

ILLUSTRATION

FOLLOW WITH

EXPLANATORY COPY

INDICATES PRICES,

COLOURS, ETC.

FINISH WITH LOGO,LOCATION AND TRADING HOURS


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c. Use a Dominant

Element

Needs a powerful

element that will entice

your readers attentiontoward your message.


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d. Express a Benefit

Customers do not just

buy product that fulfils a

need


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e. Make Use of White

Space

The more white space you leavein your advertisements, the

lighter they appear.

Light advertisements are easierto read, easier to digest and more

pleasing to the eye.


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Be sure to include all of

the necessary

information about what

you are selling.

f. Make Sure the Copy

is Complete


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g. Practice on Other

Advertisements

SIZE h large enough to do the job

expected of it?

HEADLINE h the headline shouldbe an informative statement and

not simply a label.


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ILLUSTRATION express t e idea

t at t e eadline conveys MERCHANDISE offer merc andise

aving wide appeal, special

features, price appeal andtimeliness.

MEDIUM t e best medium for t e

ad BELIEVABILITY h the ad ring true or

does it perhaps sound exaggerated


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TYPEFACE distinctive typeface

different from t ose ofcompetitors.

SPUR TO ACTION stimulate

prompt action t roug coupon,statement of limited quantities,

time period

SPONSOR IDENTIFICATION use aspecially prepared signature cut

t at is associated wit t e store.


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LOCATION situated in t e bestspot

MERCHANDISE INFORMATION

give t e basic facts about t egoods

LAYOUT arrangement of t e ad

and t e use of w ite space maket e ad easy to read


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HUMAN INTEREST ad t roug illustrations eadline

appeal to customers wants

and wis es \YOU[ ATTITUDE ad written

and presented from t e

customers point of view


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4. Budgeting for4. Budgeting forAdvertisingAdvertising


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If an owner is introducing anew or improved product

line, opening a new store or

making any significantchange in the nature of

business, he may need to put

some extra advertising effort.


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Product Line Sales Target %of total sales1 P 5000 10%

2 P 20000 40

3 P 10000 20

4 P 5000 10

5 P 10000 20

P 50,000 100%

Product Line % of sales %of advertising Product Line

Objectives Advertising

1- Normal 10% 10% P 250

2- Plus Co-op 40% 20% P 500

3- Expand 20% 30% P 7504- Overstocked 10% 20% P 500

5- Normal 20% 20% P 500

100% 100% P 2500


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5. Personal5. PersonalSellingSelling


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PersonalSelling

4. Answering

Objections

5. Closing

1. Pre -

approach

3.

Presentation

2.

Approach


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1. Pre - approach

To secure enough information

about the customer to make aneffective approach.

Discover every fact of value in

making an effective approach andin quickly securing the customers

favorable attention and interest.


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2. Approach

To gain interest and put thecustomer in a receptive frame of

mind.

The customer must interested orfavorably impressed by you before

they will even talk to you.


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3. Presentation

To create a desire for the productor services of your start-up

business.

Presentation or demonstration is

usually effective if you physically

demonstrate the merchandise.


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4. Answering

Objections

You must gain the confidence ofthe customer.

You must convince the customer

Exhibit tact and patience indealing with customer objections.


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5. Closing

To secure action on the part ofthe customer.

Good salespeople may be required

to execute several trial closes

before they actually make the

sale.


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Number of Closing

Devices can be used to

complete a sale:

ASSUME THE SALE IS MADE you simply

assume, by word and action.- if t e customer does not stop you,

t en you ave made t e sale.

CLOSE ON A MINOR POINT give t e

customer a c oice between \somet ing

and somet ing[ rat er t an \somet ing

and not ing[.


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Number of Closing

Devices can be used to

complete a sale:

ADDED INDUCEMENT if t e customer

esitates, you may offer free delivery orcas discount.

SUMMARIZATION points c osen for

emp asis are t e ones t at matc t e

customers buying motives. ASK FOR THE ORDER overlooked met od

of closing is simply to ask for t e order.


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6. Why People6. Why Peopledo not Buydo not Buy


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Blocking a customersbuying motive.

Attitude of employees

Customers want to feel thatthey have made the desicion

not that it was forced on

them.

Lack of motivation


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7. How to Keep7. How to Keepyour Loyalyour Loyal

CustomersCustomers


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Keeping existing customers cost less

than attracting new ones.1.DELIVER THE GOODS h the key is

quality. Always ensure that your

product or service lives up to its

marketing promise.

2. BE HONEST never c eat on your

customers.

3. BE RELIABLE inform clients anscompensate t em for t e

inconvenience.


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4. SOLICIT FEEDB ACK ask customers

for t eir comments or suggestions on

your product and find ways to improve

it.

5. SHOW YOUR APPRECIATION sendyour customers t ank you cards or

small gifts.

6. INCENTIVES h free beverages or

food for certain amount of purchases,

discounts, rewards


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7. GO THE EXTRA MILE by offering

value added services

8. STAY IN TOUCH update t em about

your products and services.9. TREAT YOUR LOYAL CUSTOMERS AS

FRIENDS remember client names, act

as a friend, make customers feel youtruly care about t em.

Writing a Good Advertisement -Lagman

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