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Archive for October, 2008
October 28, 2008 at 11:29 pm · Filed under Content Wraps, Embedded Marketing, Graphic Design
Put the various elements together to complete the copy for a print advertisement:
Daily Rounds
Let’s have a round table discussion about healthy breakfast choices: Navel Oranges. Sweet, juicy Navels are just what thedoctor ordered. There’s nothing artificial about these golden sections of a 100 percent natural fruit. They’re high innutritious vitamin C. But low in calories. Full of refreshment. And they’ll fill you full of energy. Read the rest of this entry »
October 28, 2008 at 11:27 pm · Filed under Advertising Media, Embedded Marketing, Interactive Advertising, Internet Advertising
Notice how few words it took to make the health-related points and tell the story: There are no extraneous words to slow the copy down; no unrelated information to diffuse the story. Even the verb that asks for the order “Pick up • ..” relates to the product—oranges are “picked,” as we explored with Creative Advertising.
Once the story is completed, it’s time to start at the beginning: the headline. Since you’re telling a health story, let’s return to Creative Aerobics #2 and #4 and review the layers of information already created. Read the rest of this entry »
October 28, 2008 at 11:24 pm · Filed under Content Wraps, Covert Advertising
You might expect to work chronologically on an assignment: come up with a headline first, and then mite the lead-in, followed by a transition into the product story; then, a transition, and, finally, the wrap-up. That’s certainly an option, but you may be disappointed with the results: The copy feels flat. It doesn’t really come to life. No clear “sell” for the product emerges from the ad. The ad doesn’t resolve itself smoothly. Read the rest of this entry »
October 23, 2008 at 3:59 am · Filed under Advertising Media, Interactive Advertising
Rule 1. If there is one directive that is most important, it’s this: KEEP IT SIMPLE. Imagine every headline you write is a billboard on a highway. When it comes to words, less is almost always more. Use only as many words as it takes to make your point. Not one word more, but not one word less, either. Read the rest of this entry »
October 23, 2008 at 3:57 am · Filed under Advertising Media, Content Wraps, Internet Advertising
A traditional print ad can be broken down into specific parts: (a) the headline; (b) the lead-in; (c) a transition to (d) the story or “sell”; (e) a transition from the story or sell; and, (f) the wrap-up.
You may be asked to create a seventh element: a slogan or positioning line. For now, just execute the six elements listed above. Read the rest of this entry »
October 15, 2008 at 4:04 am · Filed under Classified Advertising
Look at the product label. What can you learn about Ivory Soap from the package? It’s 99 and 44/100 percent pure: what does that mean? And more importantly, what does that mean to the consumer? Look a little more deeply. What percentage of purity do other products exhibit? Check the other bars of soap. Do any of them record a purity statement? Why not? Draw some conclusions. Maybe other bar soaps aren’t as pure as Ivory. What is the consumer perception of washing with something that is less pure? Does it affect your sense of cleanliness? Are you less clean if you wash with a less pure soap? Read the rest of this entry »
October 15, 2008 at 4:02 am · Filed under Advertising Media, Internet Advertising
The difference between run-of-the-mill advertising and advertising that engages the reader, listener or viewer begins with vision: the ability to see the product or the product’s user in a way no one has observed previously. It is critical that you become a skilled observer.
Think about the advertising you have seen for cruise lines. What comes to mind? Hundreds of cruise guests standing at a ship’s railing as their friends and relatives see them off? A crowded dance floor peopled by couples in formal dress? Groaning tables of sumptuous food accompanied by exotic ice sculptures? Read the rest of this entry »
October 15, 2008 at 3:41 am · Filed under Advertising Media, Classified Advertising
In an increasing number of advertising agencies, account planners are in charge of collecting, assembling, and even researching product and account data. They’ll analyze it, summarize it, and choose what they feel is the most effective strategy for the brand.
In that case, why not rely solely on information coming from the account planners? Simply put, to write knowledgeably about your product, you need to know as much about it as you possibly can; you need to become an information junkie. You can never have too much knowledge—particularly in the case of parity products, where an unusual or little known fact about the product or target audience may provide the key to finding a point of difference from competition. Read the rest of this entry »
October 5, 2008 at 1:57 am · Filed under Advertising Media, Classified Advertising
The structure of a radio commercial is similar to the body copy structure in a print ad. You won’t have a headline, of course. But you will begin with a provocative lead-in, to engage the listener. And you’ll follow it with a transition to your story. Sometimes, to maintain listener interest, you’ll want to transition in and out of the story. And you’ll end the commercial with a wrap-up that pays off the commercial. Read the rest of this entry »
