ad writing.ppt
- 2. Positioning Statement • States how the consumer should perceive your product/client. • “Rick’s Gun and Liquor Store is the most convenient gun and liquor store in the market.”
- 3. Copy Platform • The theme that runs throughout the campaign. • Will appear in all advertising. • Reflects the positioning statement. • May be a slogan. • “Bullets and booze to go.”
- 4. Creative Planning • Spots have to “resonate” with the consumer. • To make the consumer understand the message – the advertiser must understand the consumer. • The first few seconds of the spot have to be powerful. Grab the attention. • The Hook.
- 5. Creative Planning • Keep it simple. • One idea per spot. • It can be price, quality, quality, convenience, etc. • But only one.
- 6. Commercial formats • Dramatic – Short plays • Exposition – sets the stage • Conflict – what’s the problem? • Rising action – complications • Climax – problem is solved – product is the hero • Resolution – repeat the selling points
- 7. Creative Planning • Problem – solution – Sometimes uses the dramatic element • Demonstration – TV – show the product in use • Interview – some are real – some scripted
- 8. Creative Planning • Testimonial – Uses celebrities – Phrased in the first person. – “I use the product…” • Must be bona fide user of the product • Average person must obtain same results • “Experts” must be experts • If organization – consensus must be reached • Any material consideration must be revealed
- 9. Creative Planning • Spokesperson – Common character or person in all ads – Does not claim to use product – May be real or fictional • Symbolism – When the product is difficult or impossible to visualize or show
- 10. Creative Planning • Direct comparison – Not before 1970 – used “Brand X” – Heavily scrutinized – Difference must be verifiable – Superiority must be clear – Reinforces brand loyalty – Viewed negatively when brand leader uses comparison against smaller brands – Consumer may remember wrong product
- 11. Creative Planning • Appeals – Emotional appeals are stronger than logical appeals – Emotional appeals are related to psychological needs – Maslow’s hierarchy of needs
- 13. Emotional appeals • Security appeal – Safety and security – Medications, vitamins, etc. – Uses cognitive dissonance – Threat or fear of bad breath, hair loss, dandruff, body odor, etc. • Sex appeal – Using the product will attract the opposite sex
- 14. Emotional appeals • Love and sentiment – Associated with a close and happy home life – Baby products, pet products, foods, cameras, greeting cards • Humorous appeal – Very difficult – Humor may obscure the message – If it’s not funny…
- 15. Emotional appeals • Convenience – Saves time and effort – Even if two products are equal in quality, price, etc. – convenience can sell one. • Curiosity – Appeals to our desire to explore the unkown or the unusual
- 16. Emotional appeals • Ego appeal – Desire for status – For comfort items, luxury items, big ticket – Credit cards, luxury cars, designer clothing • Hero worship – Uses athletes, celebrities – You will be like your hero, if you use the product
- 17. Emotional appeals • Sensory appeals – Appeal to one of the five senses
- 18. Commercial writing • Keep language simple, concise and concrete • Write as you speak – Use pronouns – Informal – but not slang • Simple sentences • Active voice • Language that is descriptive
- 19. Commercial writing • Identify the selling points and repeat them • Avoid numbers in broadcast copy – Phone numbers are not easy to recall unless they form an acronym – Make numbers understandable – No a.m. or p.m. – Give a referent
- 20. Commercial writing • In radio – you are speaking to an individual – Radio is a personal medium – Difficult to reach listeners because of sweeps.
- 21. Commercial writing • Attention • Interest • Desire • Action
- 22. Commercial writing • Weasel words – “helps control dandruff with regular use” – “leaves dishes virtually spotless” – “the lady has taste” – “Listerene fights bad breath” – “you can be sure if it’s Westinghouse” – “Ford LTD is 700% quieter”