Transcript Yopp & McAdams, Ch. 12: Advertising

Yopp & McAdams, Ch. 12:
Advertising
• Advertising is powerful and lasting
Name that company
Name that company
Name that company
Name that company
Name that company
Name that company
Name that company
Name that company
Name that company
Name that company
The ad industry
• Advertising copywriters are writers FIRST
• Ad agencies research, create, help place ads
Goals of advertising
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Communicate availability
Communicate benefits
Provide accessible info
Communicate main ideas quickly
Other goals
• Build company image (Halliburton, Phillip
Morris)
• Respond to disaster
• PSAs
Four main ad elements
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Headline
Illustration
Text
Signature/logo
Ad elements
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Ad elements
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TIFF (LZW) decompressor
are needed to see this picture.
Ad elements
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TIFF (LZW) decompressor
are needed to see this picture.
Propaganda?
• Intentionally one-sided
• Some say ads mislead, some say they’re
resumes
• Be ethical, don’t lose credibility
• Examples of unethical ads?
• www.ftc.gov/bcp/bcpap.htm
Today’s ads
• Just publicizing isn’t enough -- compete for
attention
• Need to know audience
Today’s ads
• Generally have an ad production team
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Copywriter
Market researcher
Account exec
Art director
Creative director
Media buyer
Ad strategy
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Media strategy + creative strategy
List goals, audience, positioning
Copywriter’s job: produce theme
What recent ad themes can you think of?
Targeting audiences
• No money to advertise to everybody
• Cluster marketing divides us into subgroups
-- what we buy, where we buy, what media
we use
• http://www.sricbi.com/VALS/presurvey.shtml
Ad placement
• Used to market to “middle, teen, older
America”
• Media fragmentation/audience
fragmentation
• Use new media
Product placement
• Using brands in television/film, sponsor
events, give as prizes, use athlete
• Filmmakers can use whatever they want
• Some companies hire people to get their
products placed
Product placement
• Debates about how effective
• Can you think of examples?
• Does it detract from the show?
Writing targeted messages
• Lead, direct, on target
• Always consider audience
Branding
• Look around room for branding
• Logos, slogans call to mind a product
• Inspire certain feelings in consumers:
loyalty, values
Branding
• Brand loyalty: satisfaction, trust, emotional
attachment
• Easier to keep customers than find new ones
How writers brand
• Develop recognizable slogan, name, logo
• Highlight characteristics, appeal
• Brands, spokespeople separate different
products
Branding example
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Branding example
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Internet
• Good at selling for established companies
• Bad at Internet-only start-ups, with some
exceptions
– Well-known competition
– Harder to advertise
Internet ads
• Banner ads, ads down side, ads in stories
• Blinking, flashing, moving
• Must write catchy copy
Internet ad problems
• Most cos. still rely on traditional ads, too
• Pop-up blockers
• Internet use still evolving
Ad copy that sells
• Touch on selling points
– Give concrete reasons
• Identify benefits
– List then (even intangibles) and build ad around
them
– Keep audience in mind
Ad copy that sells
• Feature single greatest benefit in
headline/tagline
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You’ve got question? We’ve got answers.
Can you hear me now?
I’m lovin’ it.
Don’t squeeze the Charmin.
Taste the rainbow.
Drivers wanted.
Ad copy that sells
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Show solutions to problems
Project tone, manner, personality of product
Strong, clear words
Unifying idea/theme
Reversal
• Reversals make ads interesting
• “Violence done to its ordinariness”
• Who doesn’t use it? Where doesn’t it go?
Reversal example
Reversal example
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Newswriting = Ad writing
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Audience
Distillation
Freshness
Substance
Easy access
Newswriting ≠ Ad writing
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Can use fragments
Can use wrong punctuation
Can be bolder
Can be cuter