1. Yopp & McAdams, Ch. 12: Advertising Advertising is powerful and lasting

2. Name that company

12. The ad industry Advertising copywriters are writers FIRST Ad agencies research, create, help place ads

13. Goals of advertising Communicate availability Communicate benefits Provide accessible info Communicate main ideas quickly

14. Other goals Build company image (Halliburton, Phillip Morris) Respond to disaster PSAs

15. Four main ad elements Headline Illustration Text Signature/logo

16. Ad elements

19. 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

20. Today’s ads Just publicizing isn’t enough -- compete for attention Need to know audience

21. Today’s ads Generally have an ad production team –Copywriter –Market researcher –Account exec –Art director –Creative director –Media buyer

22. Ad strategy Media strategy + creative strategy List goals, audience, positioning Copywriter’s job: produce theme What recent ad themes can you think of?

23. 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

24. Ad placement Used to market to “middle, teen, older America” Media fragmentation/audience fragmentation Use new media

25. 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

26. Product placement Debates about how effective Can you think of examples? Does it detract from the show?

27. Writing targeted messages Lead, direct, on target Always consider audience

28. Branding Look around room for branding Logos, slogans call to mind a product Inspire certain feelings in consumers: loyalty, values

29. Branding Brand loyalty: satisfaction, trust, emotional attachment Easier to keep customers than find new ones

30. How writers brand Develop recognizable slogan, name, logo Highlight characteristics, appeal Brands, spokespeople separate different products

31. Branding example

33. Internet Good at selling for established companies Bad at Internet-only start-ups, with some exceptions –Well-known competition –Harder to advertise

34. Internet ads Banner ads, ads down side, ads in stories Blinking, flashing, moving Must write catchy copy

35. Internet ad problems Most cos. still rely on traditional ads, too Pop-up blockers Internet use still evolving

36. 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

37. 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.

38. Ad copy that sells Show solutions to problems Project tone, manner, personality of product Strong, clear words Unifying idea/theme

39. Reversal Reversals make ads interesting “Violence done to its ordinariness” Who doesn’t use it? Where doesn’t it go?

40. Reversal example

42. Newswriting = Ad writing Audience Distillation Freshness Substance Easy access

43. Newswriting ≠ Ad writing Can use fragments Can use wrong punctuation Can be bolder Can be cuter