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 »
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 »
