yopp & mcadams, ch. 12: advertising advertising is powerful and lasting
Post on 22-Dec-2015
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TRANSCRIPT
The ad industry
• Advertising copywriters are writers FIRST
• Ad agencies research, create, help place ads
Goals of advertising
• Communicate availability
• Communicate benefits
• Provide accessible info
• Communicate main ideas quickly
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
• Generally have an ad production team– Copywriter– Market researcher– Account exec– Art director– Creative director– Media buyer
Ad strategy
• 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.sric-bi.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?
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
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– 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
• 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?