Advertising

History

--Location, location, location

--Brand identification

--Needs fulfillment

--Supports mass media system

Strategies

--Famous-person testimonial

--Plain-folks appeal

--Snob appeal

--Bandwagon effect

--Hidden-fear appeal

--Irritation advertising

--Association

--Disassociation

--Myth analysis

Writing

--Purpose is to persuade and motivate

--Works to change opinions, behaviors and loyalties

--Retains key writing points: accuracy, clarity, efficiency

--May require more creativity in some situations

Hierarchy of Needs

--Food and drink

--Shelter, security and comfort

--Sex, intimacy and social contact

--Independence, privacy, self-fulfillment and power

--Stimulation

--Power

Audience Analysis

--Retaining customers

--Getting new customers

--Demographics:

Age

Gender

Income

Education

Marital status

--Psychographics (based on attitudes)

Values and Lifestyles

principal-oriented

status-oriented

action-oriented

The Product

--What the product does

--Physical characteristics of the product

--History of the product

--Who makes the product

--Brand

--Price

--Competition

Process

--Determining key fact

--Stating problem ad should solve

--Determining ad objective

Copy Platform

Ad subject

Ad problem

Product characteristics

Advertising objective

Target market

Competition

Statement of benefit or appeal

Creative theme

Supportive selling points

Writing Points

--Use clear, simple English

--Pay attention to verbs

--Be specific but don’t overload the ad with details

--Use the language precisely

--Use personal pronouns with appropriate

--Don’t be afraid of contractions

--Inspire confidence in the product and the advertiser

--Give the audience all the information that it needs

Elements

--Illustration

--Headline

--Subheads

--Body Copy

--Closings (including mandatories, slogans, logos and signatures)

Integrate audio, video elements for broadcasting, cable and online media