Ad writing basics
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This document outlines the basics of advertising writing. It discusses the goals of ad writers as communicating product/service availability, benefits, and information concisely. It also covers other communication reasons like image building. The basics of ad design are outlined as a headline, illustration, text describing the product, and signature. Principles of truth, substantiation, no misleading comparisons are also covered. Steps of message development, determining the audience, choosing a medium, writing the ad, and tips that sell are then outlined.
Ad writing basics
- 1. Ad writing basics Comms 211
- 2. Goals of ad writers ► Communicate availability of products and/or services to audience ► Communicate products and/or services benefits to audiences. ► Provide accessible information about products and/or services ► Communicate main ideas about products in a few words
- 3. Other reasons for communication ► Image building ► Good corporate citizenship ► Response to disaster/crises ► Public service messages ► Response through media ► Crisis control
- 4. Basics of ad design ► A headline ► An illustration, which may be graphic or dramatic ► Advertising text – from a few words to a few pages – describing the product ► A signature or logo, usually at the close of the ad
- 5. Advertising principles ► Truth ► Substantiation ► No misleading comparisons ► No bait advertising ► Specific guarantees and warranties ► Price claims ► Genuine testimonials ► Taste and decency
- 6. Message development ► Target audience ► Positioning ► Perception vs. competitors ► Benefits ► Approach and tone ► Appropriate medium
- 7. Determining your audience ► Age group ► Demographic profile “cluster” ► Consumer segmentation ► Business-to-business
- 8. Choosing the medium ► Television ► Radio ► Newspapers ► Magazines ► Billboards ► Direct mail – brochures ► Web, e-mail
- 9. Writing the ad ► Decide on a product (existing or imagined) ► Then ask the following questions: ► Who or what is the target audience ► What are their likes, dislikes, educational level? ► What is the medium? ► What tone would be appropriate? ► What might offend?
- 10. The writing process ► Information gathering ► Thinking ► Listening ► Drafting the ad ► Rewriting ► Sharing ► Polishing
- 11. Tips that sell ► Touch on the selling points Focus on concrete reasons for the purchase. An abstract reason to buy a Subaru wagon is safety, but a concrete selling point is buying a Subaru keeps the driver from shoveling snow or paying a tow truck.
- 12. Tips that sell ► Sell the benefits. Find and list the benefits of your product that are important to your audience. Build your ad writing around these benefits. List them in the ad if you can, but be sure to mention them in some way. Don’t forget to look for intangibles, such as the mood that a perfume creates or a feeling of belonging that comes from a health club. Again, the viewer or reader should experience the product.
- 13. Tips that sell ► Identify the single greatest benefit of your product and/or service and feature it in the headline. Research should identify the quality of your product or service that is most meaningful to your intended audience. “Mmm, Mmm, good!” Campbell’s Soup (taste) “Just Do It!” Nike (discipline) “If you don’t get it, you don’t get it” Washington Post (social alienation)
- 14. Assignment Prepare a concept for a display ads for a public service campaign IDEAS Vote in November Run Become a foster parent Volunteer for communty service at the Service and Learning Center Be a tutor Get prepared for an emergency Read your scriptures