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melanie-mccoy

Starting To Write An Ad - PowerPoint PPT Presentation

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Starting To Write An Ad
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  1. Starting To Write An Ad Words and/or Pictures That Persuade

  2. What You’ve Got • strategy, target audience, positioning statements, and the proof points • Large agency provides • Small agency you will help develop it

  3. What You May or May Not Have • Campaign Theme and Look • Copy Platform (Guidelines) • Logo • Tag Line (Slogan)

  4. What You Need To Deliver • Ads that command attention • Ads that build consideration or awareness • Ads that Sell • Creativity, memorability, award worthiness optional

  5. From Rough Draft to Approved Ad What Has To Be In It? • Specs and benefits • Enough information to act on • Simple clear language • A call to action (Why act now) (Tool?) (Coupon?) (3 days only) • Remember AIDA or AIDCA (C = conviction) • A – Head • I – Subhead • D- Body copy (and C) • A – Closing ASSIGNMENT: Bring to class Thursday two newspaper and two magazine ads (4) … evaluate. List benefits, information, clarity and simplicity of language and calls to action. Use Creative Strategy Worksheet 3-1 to analyze them

  6. Copy or Headline: Where to Start • Depends on you • Some people work on heads and visual • Some people write text to see what develops • Once a headline appears the text is re-written to it • Depends on the assignment • Depends on the boss

  7. Where to Start • Think visually, even if its in words • The 6 kinds of graphics • Visualize the product performing, being used • Visualize the user, the benefit, the payoff • Put them together in a dramatic or appealing way

  8. Can You See The Strategy? • Name an ad that has a headline, body copy, and call to action that are all the same 3 words. • Nike. Just Do It. • Name an ad that in two words changed the way people thought about automobiles and how they were shown in an ad. • Volkswagen. Think Small

  9. Apply the Strategy • Product: First Carolina Bank: Refinancing • Objective: Increase Refinance Activity • Target: People who have older loans • Positioning: • A place where you can take advantage of the best financial help and services. Gives you the chances to save. Gives you the most flexible credit and investing opportunities. • Offers up-to-date best options • Easy to do business with. Looks out for you.

  10. Apply the Strategy • Product: Public Library • Objective: Increase use • Target: Infrequent or novice users • Positioning: • A place where you can get “In The Know and Find Fun For Free. More than you ever knew is there for you.” • Proof Points • Information, exciting stories • Videos, CDs, Books on Tape,

  11. Mortgage Rates Caution. Mortgage Rates Are Falling 4.6% 4.5% $$$ 4.1% Catch yours before they bounce back up. Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Duis vitae quam. Etiam fermentum consequat urna. Fusce eget massa vitae ipsum sodales lobortis. Maecenas viverra fringilla velit. Class aptent taciti sociosqu ad litora torquent per conubia nostra, per inceptos hymenaeos. Maecenas aliquam orci eu dui. Praesent malesuada, diam nec Chart of Rates Opening Opportunities First Carolina Bank

  12. Mortgage Rates Mortgage Rates Just Hit Rock Bottom. 4.6% 4.5% 4.1% Scoop up the savings, now. $$$ Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Duis vitae quam. Etiam fermentum consequat urna. Fusce eget massa vitae ipsum sodales lobortis. Maecenas viverra fringilla velit. Class aptent taciti sociosqu ad litora torquent per conubia nostra, per inceptos hymenaeos. Maecenas aliquam orci eu dui. Praesent malesuada, diam nec First Carolina Bank Opening Opportunities

  13. Library Ad Did you hear? It's at the library. Did you see the latest? It's at the library. Did you know about that? It's at the library. Would you ever guess? It's at the library. Who would've thought. Did you hear? It's at the library. Did you see the latest? It's at the library. Did you know about that? It's at the library. Would you ever guess? It's at the library. Who would've thought. Did you hear? It's at the library. Did you see the latest? It's at the library. Did you know about that? It's at the library. Would you ever guess? It's at the library. Who would've thought. Did you hear? It's at the library. Did you see the latest? It's at the library. Did you know about that? It's at the library. Would you ever guess? It's at the library. Who would've thought. Did you hear? It's at the library. Did you see the latest? It's at the library. Did you know about that? It's at the library. Would you ever guess? It's at the library. Who would've thought. The Library Check it out The Word Is Getting Around Did you hear? It's at