Transcript SEM 1.07

DEVELOP CONTENT FOR USE IN MARKETING
COMMUNICATIONS TO CREATE INTEREST IN
PRODUCT/BUSINESS/IDEA
WEB SITES
 Because the Internet is a fast-paced informational tool,
users generally want to obtain the information they
need as quickly as possible. Therefore, when writing
information for the Internet, developers must make
the content easy to read.
 One way of managing the content is breaking the text
into small sections and using headlines. Bullet points
are also used to create content that is quick and easy to
read.
WEB SITES
 Long sentences and jargon are NOT usually
recommended because they often make the
information more difficult to read and understand. As
a result, many customers leave the web site without
obtaining the information.
 Although stories and humor are often used to create
interest in content, they are not always appropriate.
WEB SITE
 The content of a web site has a significant effect on the
success of the site. Content that is well written,
interesting, and to the point is easier for users to read
and understand. Also, it is important for the content to
be concise because space on the home page is often
limited.
 For example, a home page should not go on forever,
but contain important information to attract
attention and lead users to more specific content
on other pages.
WEB SITE
Furthermore, these pages should provide interesting
and relevant information and guide users to more
detailed pages if users want more information.
Users will lose interest if a home page is
unnecessarily long and includes lengthy content. The
design of a web page may be simple or complex, but
the content should be both interesting and concise.
WEB SITE
 An advertising agency may be asked to develop text for
a client's web site, so the agency's copywriter must
understand the ways in which visitors use the web site
to obtain relevant information.
 A general rule of thumb is that the web site's text
should be as concise as possible because web surfers
do not want to spend a lot of time clicking through
several pages or screens to obtain the information they
want.
WEBSITE
 If the information they want is difficult to locate, the
web surfer is likely to go to another web site where it is
easier to scan the text and obtain the information that
s/he wants.
 To develop concise text, the copywriter might use
bullet points, lists, and short paragraphs with
headings. The tagline, the ordering information, and
the promotional copy that translates product features
into benefits are types of relevant information that
web surfers might want to locate on the web site.
DIRECT MAIL ADS
 Aim the message to specific customers. For
example, a local retailer can send special invitations to
its important customers and exclude everyone else.
The direct-mail advertiser does not compete with
other advertisers. Direct mail must comply with the
postal regulations. Direct mail usually targets a
specific market rather than focusing on a mass
market.
DIRECT MAIL ADS
 Develop copy that is in more detail than that in print
advertisements. Since direct-mail advertisements are
sent to specific market segments, more information
can be provided because the audience will be
interested in reading the mailing.
 Direct-mail advertisements are being personalized so
that readers feel that the letters are written specifically
for them. In addition, advertisers who use direct mail
are able to obtain immediate, measurable results.
DIRECT MAIL ADS - DISADVANTAGES
 Many people think of the letters as "junk mail" to be
discarded without opening. Direct mail includes
promotional pieces such as coupons, catalogs,
newsletters, reply cards, etc.
 Because many people receive large amounts of direct
mail on a regular basis, they often do not read it
carefully or they immediately discard it.
DIRECT MAIL ADS - ADVANTAGES
 The advantages of using direct mail is that the
advertiser can be selective about who receives it and
can choose from a wide variety of letter formats.
 People do not expect direct-mail letters to arrive at
specific times.
ADDRESSING DIRECT MAIL ADS
 According to research, between 60-80% of people read
a letter addressed to them by name. However, fewer
than 40% read one addressed to them by title, and just
over 20% read it when it is addressed to the company
alone. Consequently, it is ineffective to address
direct mail to a company.
DIRECT MAIL ADS
 Many types of direct-mail advertising efforts include
coupons, reply cards, or other ways for consumers to
respond. The advantage of this is the results of the
effort are measurable and advertisers find out exactly
how effective the effort was.
 For example, if a direct-mail letter containing a coupon
is sent to 100,000 consumers and 70,000 redeem the
coupon, the advertiser knows that 70% responded. This
level of response indicates the effort was effective in
reaching the target audience.
DIRECT MAIL ADS
 Direct-mail campaigns are often expensive because of
the costs of printing and mailing. Direct-mail
advertising is now considered a traditional method
that is competitive.
 However, including coupons or reply cards does NOT
make the direct-mail advertising traditional or
competitive.
DIRECT-MAIL MARKETING
 Direct mail offers are extremely common today.
Consequently, many people consider them to be junk
mail, and either throw them away. To avoid this
problem, it is important the mailing piece be
designed to attract attention and stand out from
all the other offers.
DIRECT MAIL MARKETING
 The mailing pieces should be unique and interesting
enough that recipients are encouraged to open and
read them. Using a team's logo on the envelope is one
way to attract attention.
 It is NOT important to print the mailing piece on
expensive paper. Direct mail offers should be
personalized/addressed to specific individuals. It
is usually more effective to target a specific market
rather than send the piece to everyone in the area.
REVIEW
1 (2). When writing information to post on
web sites, internet businesses should:
 A. break the text into short, manageable
sections with many headlines.
 B. boost content appeal and interest with
quips, stories, and humor.
 C. use jargon and bulleted points to
emphasis important content.
 D. consolidate information by constructing
long, descriptive sentences.
1 (2). When writing information to post on
web sites, internet businesses should:
 A. break the text into short, manageable
sections with many headlines.
 B. boost content appeal and interest with
quips, stories, and humor.
 C. use jargon and bulleted points to
emphasis important content.
 D. consolidate information by constructing
long, descriptive sentences.
2 (2).
Why is it important for Internet
businesses to write content for their web-site
home pages that is interesting as well as concise?
A.
 B.
 C.
 D.

Message is complex
Access is restricted
Design is simple
Space is limited
2 (2).
Why is it important for Internet
businesses to write content for their web-site
home pages that is interesting as well as concise?
A.
 B.
 C.
 D.

Message is complex
Access is restricted
Design is simple
Space is limited
3 (2). When an advertising agency develops
content for a client's web site, the writer should
format the text so it is easy for the web site's
visitors:
A.
 B.
 C.
 D.

Order desired goods
Identify the tagline
Locate relevant information
Translate features into benefits
3 (2). When an advertising agency develops
content for a client's web site, the writer should
format the text so it is easy for the web site's
visitors:
A.
 B.
 C.
 D.

Order desired goods
Identify the tagline
Locate relevant information
Translate features into benefits
63 (2). One of the advantages of directmail advertising is that the advertiser can
A.
 B.
 C.
 D.

Aim the message to specific customers
Avoid complying with postal regulations
Focus on mass marketing techniques
Compete with other advertisers
63 (2). One of the advantages of directmail advertising is that the advertiser can
A.
 B.
 C.
 D.

Aim the message to specific customers
Avoid complying with postal regulations
Focus on mass marketing techniques
Compete with other advertisers
64 (2). When writing direct-mail advertising
letters, the account executive responsible for
promoting a team in the National Hockey League
should:
 A. Develop more detailed copy than in print ads
 B. Write copy that will appeal to a mass audience
 C. Attempt to depersonalize the message
 D. Recognize that the results of the direct-mail
effort cannot be measured
64 (2). When writing direct-mail advertising
letters, the account executive responsible for
promoting a team in the National Hockey League
should:
 A. Develop more detailed copy than in print ads
 B. Write copy that will appeal to a mass audience
 C. Attempt to depersonalize the message
 D. Recognize that the results of the direct-mail
effort cannot be measured
65 (2). Which of the following is a disadvantage
of using direct-mail letters as a form of
promotion:
 A. The advertiser is limited to the type of letter
formats that are available
 B. The advertiser cannot be selective about who
receives the letters
 C. Many people think of the letters as “junk mail”
to be discarded without opening
 D. People usually expect the letters to arrive at
specific times
65 (2). Which of the following is a disadvantage
of using direct-mail letters as a form of
promotion:
 A. The advertise is limited to the type of letter
formats that are available
 B. The advertiser cannot be selective about who
receives the letters
 C. Many people think of the letters as
“junk mail” to be discarded without opening
 D. People usually expect the letters to arrive at
specific times
66 (2). What is the most ineffective way to
address a piece of direct mail?
 A. To the title of the recipient
 B. To the company
 C. To the recipient by name
 D. To the recipient by name and title
66 (2). What is the most ineffective way to
address a piece of direct mail?
 A. To the title of the recipient
 B. To the company
 C. To the recipient by name
 D. To the recipient by name and title
67 (2). One advantage of writing direct-mail
letters that include coupons or reply cards is that
the result of the advertising effort is:
 A. Inexpensive
 B. Traditional
 C. Measurable
 D. Competitive
67 (2). One advantage of writing direct-mail
letters that include coupons or reply cards is that
the result of the advertising effort is:
 A. Inexpensive
 B. Traditional
 C. Measurable
 D. Competitive
82 (2). When developing a direct mail offer for
sport/event products, it is important that the
mailing piece be:
 A. Addressed in an impersonal way
 B. Printed on expensive paper
 C. Designed to attract attention
 D. Sent to everyone in the area
82 (2). When developing a direct mail offer for
sport/event products, it is important that the
mailing piece be:
 A. Addressed in an impersonal way
 B. Printed on expensive paper
 C. Designed to attract attention
 D. Sent to everyone in the area