4. “THE ELEMENTS OF GOOD ADVERTISING
COPY, FROM HEADLINE TO CLOSING
SHOULD FOLLOW FOUR STEPS IN THE
SELLING PROCESS- “A-I-D-A” IN A
LOGICAL ORDER”.
Attention.
Interest.
Desire.
Action.
5. NEW
IT ANNOUNCES A NEW PRODUCT OR SOMETHING NEW
ABOUT AN EXISTING PRODUCT.
6. COMPARE AND CONTRAST
IT SHOWS HOW YOUR
PRODUCT STACKS UP
AGAINST THE
COMPETITION. IN
SOME CASES THE
PRODUCT IS
COMPARED WITH A
NATURAL OR
ARTIFICIAL ELEMENT
TO SIMPLIFY.
7. CONVERSATIONAL
IT PRESENTS THE MESSAGE IN THE
FORM OF CONVERSATION USING
AN INFORMAL LANGUAGE AND
CONVERSATION TAKES PLACE IN
TERMS OF I AND YOU.
8. EDUCATIONAL
WHEN A PARTICULAR
CLASS OF BUYER IS TO
BE APPROACHED THE
ADVERTISEMENT MAY
INCLUDE VALUABLE,
SCIENTIFIC,
TECHNOLOGICAL,
INFORMATION OF
INTEREST CLASS.
9. FEAR
IT APPEALS TO THE SENSE OF FEAR AND AROUSES THE
INTEREST OF PEOPLE TO SAVE THEIR LIVES, PROPERTIES
AND OTHER BELONGING.
10. GIMMICK
IT INVOLVES
SOMETHING UNUSUAL
THAT MAKES PEOPLE
TAKE NOTICE.
11. HUMOUR
IT EXPLOITS THE SENSE OF HUMOUR OF THE PEOPLE. IT
MAKES THE READER LAUGH; ALL EXAMPLES IN SUCH COPY
ARE FULLY TO MAKE THE READER SMILE.
12. INSTITUTIONAL
AN INSTITUTIONAL COPY IS
ONE WHICH TRIES TO
ADVERTISE ON THE
STRENGTH OF THE
MANUFACTURER’S
REPUTATION.
13. REMINDER
THIS COPY REMINDS THE
AUDIENCE ABOUT A DEAD
LINE.
14. STORY NARRATIVE
A STORY LINE IS USED TO CONTINUE
INFORMATION THIS IS USEFUL
WHILE HIGHLIGHTING AN
EMOTIONAL ISSUE. THE CUSTOMER
IS EXPECTED TO REACT
SYMPATHETICALLY TO THE
NARRATION AND GET TEMPTED TO
BUY THE PRODUCT/SERVICE.
15. STRAIGHT SELLING
IT TELLS US WHY A
PARTICULAR BRAND OF
A CERTAIN PRODUCT
SHOULD BE USED.
16. TESTIMONIAL
A USER OF THE
PRODUCT OR A
CELEBRITY SPEAKS
OUT IN FAVOUR OF THE
PRODUCT.
18. OFFER
IT FOCUSES ON THE SALE
OR OFFER, AND NOT THE
PRODUCT.
19. PERSONEL
WE CAN SEE IN TH NEWS PAPERS ESPECIALLY ON
WEEKENDS RELATING TO PERSONAL MESSAGES BY
INDIVIDUALS AND FAMILIES. THE ADVERTISEMENT
RELATES TO OBITUARY, MATRIMONIAL MATTERS AND
GREETINGS.
20. LOCAL
IT REFERS TO THOSE ADVERTISEMENTS
THAT TRY OUT TO REACH LOCAL
CONSUMER CONSUMERS.
21. TRADE
THIS TYPE OF
ADVERTISING INVITES
DEALERSHIP FOR A
PARTICULAR PRODUCT
OR SERVICE.
22. PUBLIC RELATION
ANOTHER CATEGORY OF ADVERTISING THAT IS
ESSENTIALLY GETTING POPULAR IN PUBLIC RELATION.
ADVERTISING WITH PUBLIC RELATIONSHIP PLAYING AN
IMPORTANT ROLE IN BUILDING BUSINESS IN MODERN ERA.
23. PUBLIC RELATION
PUBLIC RELATION PRACITCE IS PLANNED AND SUSTAINED
EFFORT TO ESTABLISH AND MAINTAIN GOODWILL AND
MUTUAL UNDERSTANDING BETWEEN AN ORGANIZATION
AND ITS PUBLIC.
24. RETAIL
RETAIL ADVERTISING
IS IN BETWEEN TRADE
AND CONSUMER
ADVERTISING.
25. PUBLIC SERVICE
PUBLI SERVICE
ADVERTISING
DEALS WITH
HEALTH
ENVIRINMENT AND
SOCIAL CULTURAL
ISSUE LEADING TO
PUBLIC WELFARE.
27. FINANCIAL
FINANCIAL ADVERTISING
RELATES TO FINANCIAL
PRODUCTS LIKE SHARES,
DEBENTURES, MUTUAL
FUNDS, FIXED DEPOSITS AND
LOANS.
28. NON COMMERCIAL
THESE ADS ARE
USUSALLY PUBLISHED
BY NON-
GOVERMENTAL
ORGANIZATIONS AND CHARITABLE INSTITUTIONS TO
SOLICIT GENERAL AND FINANCIAL HELP.
30. CLASSIFIED
.
CLASSIFIED ADVERTISEMENTS
ARE USED AS A TOOL OF
REACHING OUT TO VARIOUS
CATEGORIES OF CONSUMERS
BY COMPANIES AND AGENTS.
31. SLICE OF LIFE
IT DEALS WITH THE PROBLEMS OF PERSONAL NATURE. THE
PRODUCT ACTS AS SOLUTION. IT’S A SITUATION WHICH A
PERSON MIGHT HAVE UNDERGONE.
32. FASHION AND LIFESTYLE
IT PRESENTS THE
USER RATHER
THAN THE
PRODUCT.
ADVERTISERS
FREQUENTLY
TARGET THEIR
MESSAGE TO
ACTIVE OUTDOOR
YOUNG MODERN
PEOPLE.
33. SLOGAN AND JINGLE
IT IS THE THEME LINE OR TAG LINE OF THE PRODUCT.
THROUGH CONTINOUS USE THEY BECOME STANDARD
STATEMENTS NOT JUST IN ADVERTISING BUT FOR SALES
WHICH HELP PEOPLE AND COMPANY EMPLOYEES.
34. MOTIVATIONAL
IT IS A NEED THAT
STIMULATES A PERSON TO
ACT IN A PARTICULAR WAY
OR STYLE.
35. INTERNATIONAL
INTERNATIONAL ADVERTISING COVERS A NUMBER OF
COUNTRIES BY INTERNATIONAL ADVERTISING CAMPAIGNS.
INTERNATIONAL ADVERTISING CAMPAIGNS ARE SEEN BY
PEOPLE IN DIFFERENT PARTS OF THE WORLD.
37. CHILDREN
TODAY THE USE OF
CHILDREN IN ADVERTISING IS
INCREASING DAY BY DAY
SIMPLY BECAUSE IT’S EASIER
TO MELT THE HEARTS OF THE
CONSUMERS. AND RESEARCH
HAS BROUGHT FORTH THE
DATA REGARDING CHILDREN
PLAYING AN IMPORTANT
ROLE IN DECISSION MAKING.
38. WOMEN
IN RECENT TIMES THE
PROFILE AND ROLE OF
WOMEN HAVE
UNDERGONE
SIGNIFICANT CHANGES.
SHE IS EDUCATED AND
IN MANY CASES
EMPLOYED. SHE IS THE
POWERFUL INFLUENCE
OF THE DECISSION.
39. TEENAGERS
URBAN TEENAGERS ARE MORE MODERN AND
ADVENTUROUS THAN THEIR ELDERS. THEY WANT
COMFORT, VARIETY, FASHION AND STYLE.
40. SENIOR CITIZENS
IT IS FOR THE SENIOR
CITIZENS. THE COPY
SHOULD BE IN DETAIL
AND EASY TO
UNDERSTAND AND
NOT SUBTLE.
44. “NO MATTER HOW PERSUASIVE YOUR
COPY OR HOW GREAT YOUR PRODUCT OR
YOUR AD.IT CANNOT SELL IF IT DOES NOT
ATTRACT YOUR PROSPECTS “ATTENTION”
AND “INTEREST”. HEADLINE MUST GRAB
ATTENTION AND INTEREST PLUS
PERFORM FOUR DIFFERENT TASKS”.
GET ATTENTION.
SELECT THE AUDIENCE.
DELIVER A COMPELETE MESSAGE.
DRAW THE READE INTO THE COPY.
