Advertising can express the value of a brand among consumers. A dollar value may be placed against the customer “goodwill” for a brand and be made part of the calculation for how much the parent company is worth financially on Wall Street. The $167 million that Gillette spends on advertising its health and beauty aids reflects the value that consumers place on its products. Read the rest of this entry »
In the view of advertising as market power, advertising’s main role is product differentiation. In other words, advertising helps change consumer tastes and establishes brand loyalty. Consumers are fairly passive, easily influenced by advertising. Read the rest of this entry »
Consumers are exposed to a vast number of commercial messages each day—anywhere from 500 to 3,000, depending on how one defines a “message” and how much the individual chooses to use the media on a given day. Read the rest of this entry »
They get to work, finding phrases that contain these 13 words. Then, 25 minutes later, you have a wide assortment of phrases:
Put the various elements together to complete the copy for a print advertisement:
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 »
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 »
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 »
