Professional Documents
Culture Documents
Nguyen Ly Viet Loi Quang Cao
Nguyen Ly Viet Loi Quang Cao
FACULTY OF DESIGN
Concepts of Advertising
Nguyn l vit li qung co
NI DUNG
Tip cn t m v rt logic i vi cc vn
mang tnh k thut
C c khi hi
3 chng ng lm pho th
trong 1 copywriter
Creative brief
Creative brief l g?
L bn nh hng sng to v dn ng
cho li ung co ca Copywriter
THT KIM
ca Copywriter
3 ip v bt kh thi ca 1
Copywriter
1. Gy s ch
2. Truyn thng ip tt
3. Thuyt phc tt
Copywriter anh s lm g?
Headline
l v kh ti
thng ca
Copywriter
V kh ti thng: Headline
V kh ti thng: Headline
Nu bn c 10 ting ng h sng to
mt qung co, hy dung 9 ting cho cu
ch
(iu lut vng th 30 trong tuyt ho tip th Che)
V kh ti thng: Headline
V kh ti thng: Headline
Nu bn khng lm c g c th bn
c trong cu headline, bn nm ht
80% s tin ca khch hng qua ca s
(David Ogilvy)
C mu qung co no khng
cn headline?
Vit ra sao gy s ch ?
n tng u tin c tr u
trong mu qung co?
Vit ra sao gy s ch ?
Cu headline ca bn phi thc thi 4
nhim v
1.
2.
3.
4.
Gy ch
Chn lc khch hng mc tiu
a ra mt thng ip c th
To nn chn dung khch hng trong
phn bodycopy
Nu phi vit li
qung co cho cht
lng v bn
ca mt loi xe my
vi hnh nh tng
t, bn c th c 8
cch vit headline
1. Direct Headline
XE MY XYZ KHE NH TRU, CY LU
MIT MI
XE BN NH TRU, LI CNG LU
CNG KHOI
2. Indirect Headline
C MT LOI TRU CH CN XNG V
THAY NHT
TRU BN TH, CY BN PHNG
3. News Headline
CHNG TI C MT LOI XE GN
MY CHO BN THA H CY
CHNG TI C MT LOI XE GN
MY BN HN BN NGH
4. How to Headline
BN NN BIT CCH LI MT CON TRU
HAI BNH
BN TH SC BN CA MT CHIC XE
GN MY BNG CCH NO?
5. Question Headline
BN C THCH CI MT CON TRU HAI
BNH
TI SAO PHI CM HAI SNG M KHNG
PHI L TAY LI CA XE GN MY MI?
6. Command Headline
HY LN YN, GI TAY LI, KHI NG V
SANG S
HY LN YN V CY VI XE XYZ CA
CHNG TI
8. Testimonial Headline
C XE XYZ L TI YN TM CY
CY TI BN VI XE XYZ
C my sng to ca bn phi:
1. Gy c s ch
2. To ra s tin tng
3. Biu l li ch ca sn phm v
dch v
4. Thc y hnh ng
Li qung co bn vit ra c to s
ham mun mua hng khng nu:
1. Nu bodycopy bt u t mt im khc vi
cu headline, subheadline v ngi c khng
bt song c
2. Nu bodycopy ca bn nhm chn khin ngi
c nhanh chng b qua
3. Nu bodycopy c mt t di, chuyn nghip v
xa l vi 20% ngi c
Li qung co bn vit ra c to s
ham mun mua hng khng nu:
4. Nu bodycopy c mt t v ngha khin tt c
bin thnh lng ngn v mt tin tng
5. Nu bodycopy khng a ra thng tin cn
thit
6. Nu bodycopy qu k thut v kh hiu.
Li qung co bn vit ra c to s
ham mun mua hng khng nu:
7. Nu bodycopy khng c tnh k
thut p ng cho i tng ham
m khoa hc v b qua nhiu iu
khng gii thch tha ng?
8. Nu ngi c c m khng b tc
ng?
Li qung co bn vit ra c to s
ham mun mua hng khng nu:
Li qung co bn vit ra c to s
ham mun mua hng khng nu:
11. Nu bodycopy a ra tin ch m
khng gii quyt bt k vn no
cho i tng?
12. Nu bodycopy khng c thng ip
khuyn d ngi c?
Trit l bn tay,
qu trng g
v 3 ch N
Nu v
Copywriter nh
bn tay ca
qung co , 5
ngn tay ca
bn s lm g?
1.
2.
3.
4.
5.
Copywriter v qu trng g
Rule 1: Hy ph v
cc nguyn tc
qung co sng to
Rule 2: mun ph
v nguyn tc
trc ht phi lnh
hi nguyn tc
Copywriter v 3 ch N
Nhn
Hc hiu ngi
Nhn
Sng to kin nhn
Nhn
Cho cuc sng tht nhiu
nhn tht nhiu t cuc sng
Mo vt cho Copywriter
Copywriter!
Hy ting ci, c
khi hi, t duy ngn
ng v nhit tm ca
bn n r trn cnh
ng sng to