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Writing Advertising Copy,[object Object], !,[object Object]
Key Element of All Ads?,[object Object],Appeal.,[object Object]
Pathos---emotional appeal,[object Object],     This type of ad suggests that the receiver can benefit—become happier, healthier, sexier, more attractive, more successful or richer in any number of qualities if he or she behaves in a specific way.,[object Object]
Ethos—appeal to what is right,[object Object]
Logos—appeal to reason,[object Object]
Identify the rhetorical appeal:,[object Object]
Identify the rhetorical appeal:,[object Object]
Identify the rhetorical appeal:,[object Object]
Identify the rhetorical appeal:,[object Object]
Identify the rhetorical appeal:,[object Object]
Positioning,[object Object],An attempt to carve out a special niche for the advertiser in the minds of the public.,[object Object]
Identify the positioning of the following ad:,[object Object]
Identify the positioning of the following ad:,[object Object]
Identify the positioning of the following ad:,[object Object]
Slogans Matter,[object Object],I can’t believe I ate the whole thing!,[object Object],M’m! M’m! Good!,[object Object],A diamond is forever.,[object Object],Breakfast of Champions,[object Object],Just do it!,[object Object],Obey your thirst.,[object Object]
Branding,[object Object],Branding is an effort to create instant identification of the organization and association with what it does and is.,[object Object]
Behavior,[object Object],    Understanding what people think and do in different parts of society is critical to developing credible advertising.,[object Object]
Good advertising copy is a complex blend of information (facts) and appeal (emotion),[object Object]
Basic Guidelines for Writing Advertising Copy,[object Object],Purpose,[object Object],Objective Facts,[object Object],The Publics,[object Object],Media,[object Object],The Creative Approach,[object Object],Visualization,[object Object],Language,[object Object],Repetition,[object Object]
Purpose,[object Object],A clear understanding of what you want to accomplish,[object Object]
Objective Facts,[object Object],     Know the pertinent facts about the product and its opposition,[object Object]
The Publics,[object Object],Wants, Needs and Values,[object Object]
Media—know the requirements,[object Object]
Previous Information Builds a Copy Platform,[object Object],A copy platform is a succinct document that spells out pertinent information about the public and contains a simple statement of creative strategy.,[object Object]
Push and Pull Tactics,[object Object],Push tactic—placing an ad where it will be exposed to the publics you want to reach—a downward message system to the consumer,[object Object],Pull is an upward message from the consumer, stimulated by a number of tactics creating interest or demand from the consumer,[object Object]
Visualization,[object Object],Think in visual terms as well as verbal.,[object Object]
Language,[object Object],     Use language your publics will understand.,[object Object]
Repetition,[object Object],     Repeat the essential point of your message at least three times in your ad.,[object Object]
Copywriting for Print Media,[object Object],Attention,[object Object],Interest,[object Object],Desire,[object Object],Credibility,[object Object],Action,[object Object]
Attention,[object Object],      Command attention with the headline and the visual design---these elements should provide your publics a benefit,[object Object]
Interest,[object Object],Heighten interest by making sure the copy flows from the ad’s headline.,[object Object]
Elements of a Print Ad,[object Object],Visual –drawing or image,[object Object],Title - the main headline,[object Object],Copy -body of the text,[object Object],Signature-(Advertisers name, contact information),[object Object],Extras – coupon, free sample  ,[object Object]

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