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Text of a print, radio, or television advertising message that aims at catching and holding the interest of the prospective buyer, and at persuading him or her to make a purchase all within a few short seconds. The headline of an advertising copy is said to be the most important part, and quite often a small change in its wording brings disproportionate results. Although a short advertising copy is more common in consumerproduct advertising, according to the UK advertising guru David Ogilvy (1911-1999) people do read (and listen or attend to) lengthy advertisements if they are skillfully written. Most advertising copy is based on advertising/consumer research and is composed by professional copywriters hired by advertising agencies. Also called advertisement copy, ad copy, or just copy. IT is the advertising message, or text, including the headline, deck, subheads and body copy. It is the content and context of a message contained in an advertisement. What is Ad Copy? Ad copy is a term that refers to the main text of a clickable advertisement, whether it is a contextual or a pay per click ad. The text of the ad copy is generally the second and third lines of an ad displayed on a search engine results page or any other web page, and is between the title and the display URL. Most advertisers use ad copy not only to describe the advertisement, but to also insert the keywords that the ads have been created for. The ad copy is an excellent way not only to describe where the advertisement link leads, but also to make the advertisement seem as persuasive as possible to any visitors who might be interested, as they have already searched for a particular keyword that has brought the ad . Ad copy is made up of different elements, all of which are generally slipped into the two or three lines that advertisers are allowed to use for their purposes. It also combines search engine optimization with marketing tactics that are used in all types of advertising, not just pay per click and contextual ads. As long as the advertiser knows the project or business the company is attempting to sell, and has in mind who the key demographic is, ad copy can be written effectively. Some of the marketing tactics and parts of ads included in writing ad copy include: Credibility - Offering the visitor believability about the product or brand. Attention - Something that grabs the visitor’s attention such as the keywords or keyword phrases. Promise of Benefit - Whether it is offering information or just a particular product, the ad copy generally has some promise of benefit for the visitor if he or she clicks on the link. Action - The goal of ad copy is almost always to get some kind of action or reaction out of the visitor. Whether it is to just visit a landing page, fill out a form, or actually purchase a product, the goal of most ad copy is the same, and involves some kind of action. Many experts believe that the best ad copy for pay per click advertising contributes to a high conversion rate after the click through is accomplished. To achieve this though, many advertisers will test different ad copy to learn if it is more effective than other versions of a particular ad. Advertisers use tools on major search engines such as Google’s AdWords to create several different versions of the ad copy they intend on using, so that they can test each one to see which has the highest conversion rate. Testing ad copy can also lead to saving money on a particular paid inclusion campaign. If a particular version of the ad is working better than another, the best version can be used for all advertisements to save money on click through rates. While ad copy is only two or three lines long, it is a very important part of the pay per click advertising package. In the end, it is what catches the visitor’s attention and causes them to either click on the URL to learn more or simply move on to a different ad or organic result on the search engine results page.
fax. etc. These rules apply to writing copy for any type of marketing communication. 7. You can discover that group by defining the characteristics of your best customers. Make your best offer The offer is the "deal" you're promoting (free information. Use word pictures and real life stories to draw readers into your message.Everything you write should directly support this goal. Don't give them any choices You may spend a lot of time writing your sales message and getting it "just right". Define the goal of your message Define what you want your message to accomplish before you begin writing. Do you want to generate inquiries (leads)? Do you want to get orders? What action do you want readers to take? How do you want them to respond? Put your goal in writing and refer to it often as you develop your message. They'll be afraid of making the wrong choice and will protect themselves by making none. Get rid of anything that doesn't. not a logical one Your ad copy should dramatize the feeling your customers get while enjoying the benefits provided by your product or service. The stronger your offer the greater the response you'll get. They only care about the benefit they get from buying your product or service. Unfortunately. Once you know your audience and what they want you can personalize your writing to appeal to their specific interests. Make an emotional appeal. EXCEPTION: Offer many different ways to respond to your ad or sales message. online. 6. or your professional qualifications. Know your audience and what they want Maybe everybody CAN use what you sell. your product. Appeal to their self-interest. is more convenient for them. your prospects will rush through it and make a fast decision. This will help you write in a less formal and more personal style. 4. The only thing a customer wants to know about your 1/2 inch drill is that it's guaranteed to give them a 1/2 inch hole. visualize you're writing to one person instead of to a large group of people. not yours Customers don't care about you.). As you write. free bonus with order.HOW TO CREATE SUCCESSFUL ADVERTISING COPY Copyright 2000 By Bob Leduc Writing effective copy for ads. You'll lose sales. etc. 2. 3. They're more likely to act immediately when their favorite way to respond is available. Always include the best offer you can afford and a reason to act fast. Simplify Everything . Customers already know whether phone. TIP: Advertising copy produces the biggest response when each reader can believe the message was written specifically for them. Get them emotionally involved so they want to start enjoying those benefits immediately. But one targeted group WILL be most likely to buy it. Keep your ad copy focused on the benefits you provide. sales letters and other marketing communications isn't difficult when you know what works. After many years of trial and error I developed a checklist of 7 "rules" I follow to create successful advertising copy. special price. It's the only reason people respond to your advertising copy. your company. 1. 5. web pages. Don't slow them down with any choices.
A variety of techniques are used in designing headline copy. Shorten sentences and paragraphs. Your headline will catch the eye of everyone who suffers from this predicament. Headline sentence. or group of words set in large. such as the offer of a reward. "Roses Are Red" could be intended to advertise anything from lipstick to garden tools but fails to communicate its intention to the reader. Use lots of 1 and 2 syllable words. to encourage the listener or viewer to keep listening or viewing). Begin your headlines with YOU rather than WE. The purpose of a headline is to attract attention and usually to encourage the reading of the following copy (or. After you've written your copy. put PREMATURE HAIR LOSS in your headline. the promise of a product benefit . in the case of broadcast. 3. clear copy is easy to read and understand. This is especially important for your web site where relief is just a click away. word. 1. Therefore. If you want teenagers to read your ad. That will only cause women to think that your ad does not apply to them. 2. phrase." or "revolutionary." split-run research testing of headlines. put TEENAGERS in your ad." "amazing. edit it for simplicity and clarity. where the headlines differ but the body text remains the same. If you are selling a solution to premature hair loss. say GOT A HEADACHE? CURE IT WITH SPIRITOL. Instead of saying SPIRITOL WILL CURE YOUR HEADACHE. HEADLINE Words in the leading position of the advertisement. In print advertising. It propels your customer to the decision point with no hesitation. has proven that the headline is the key factor in the effectiveness of an advertisement. blind headline headline having no discernible meaning to the reader unless the copy that follows is read. the words that will be read first or are positioned to draw the most attention. bold type on a newspaper front page or above a body of text on any page of a newspaper or magazine. Attract prospects with your headline: Use your headline as a flag to attract readers who are interested in your product. if you are selling a cellular phone that can be used by men and women alike. or the use of key provocative words such as "new. For example. unless a special effect is desired. or in a printed advertisement (or featured as part of a broadcast commercial). because it invites the reader into the advertisement. Good copy usually avoids blind headlines. the asking of a question.Simple. do not slant your headline toward men alone. it must arouse interest and curiosity about the advertised product or service. Sell your product in your headline . Appeal to your reader's self-interest with your headline Make every headline you write appeal to the interests of your prospect and not those of the company that is selling the product. Be careful that you do not put anything in your ad that excludes prospects. For example. the headline is considered to be the most important element.
while they may win awards at advertising galas. (2) assuming that your prospect has the need that you are addressing and (3) speaking as though the prospect is already satisfied with your product.T. 7. Avoid conditional phrases. your ad will have at least made your readers familiar with your product. Thus.000 WITH MY MIDLAND BANK MORTGAGE" is weaker than "I AM SAVING $1. whiter clothes. Clever headlines. They think your negative way of phrasing a positive thing says the opposite of what it actually says. If the name sticks. 5. Avoid "IF" headlines Be declarative in your headlines. People read long headlines as long as they (1) promise a benefit. 4.E. 10. So your headline should do some selling whenever possible. CALL JOE'S PLUMBING. Don't write clever headlines just for the sake of it. For example: WATCH YOUR ELECTRIC BILL SHRINK WITH THIS ELECTRIC LAMP.000 WITH MY MIDLAND BANK MORTGAGE.E. 8. Say things in the present tense in your headlines Put vigour and drama into your headlines by saying things in the present tense instead of in the past or future tense. negative statements leave a negative impression. such as fewer cavities. Don't shy away from long headlines. Your selling promise is simply the greatest benefit that you are advertising about your product. Make headlines work with the visual." 9. COMPUTERS WILL MAKE YOU MORE PRODUCTIVE is weaker than T.S. such as IF YOU BUY THIS LAMP. Stick with the positive. some readers will see the headline OUR BEEF CONTAINS NO ADDITIVES. cheaper gas. so you must write headlines that are complete in themselves. Avoid award-winning cleverness in your headlines Puns and literary allusions may be clever (to you) but they don't necessarily sell your product. five times as many people read your headline as read your copy. In the average newspaper. and IF YOU NEED A PLUMBER. Readers skim fast through these headlines. A headline is too long only when it uses one word more than is needed to sell its message.T. Let the headline and the visual work together.S." The present tense is stronger than the future tense: T. This headline is better re-written as OUR BEEF IS 100% PURE. (2) complement an intriguing visual. COMPUTERS MAKE YOU MORE PRODUCTIVE. And that is a vital role in advertising -. often serve to draw attention to themselves and away from the product. APPEALS Different Types of Advertising Appeals . while positive statements leave a positive impression. This often makes for headlines of at least 12 words. Name what you are advertising in your headline If the headline is all that your prospects read. Conditional phrases drain the power from your headlines. so include it in your headline. SPRINTAB CURES YOUR HEADACHE is a positive way of saying SPRINTAB WILL NOT LET YOUR HEADACHE STAY FOR LONG. Don't use a headline to repeat what the visual is saying. and (3) are part of an attractive ad design. your headline competes with 350 others for your reader's attention. an advertising pioneer of the 1960s and 1970s says that. statements phrased in a negative way often mislead readers. 6. First of all. but will mistake it to have said OUR BEEF CONTAINS ADDITIVES. then at least tell them the name of what you are selling. And don't simply illustrate the headline. you have wasted 90% of your money. on average. or "JOE'S PLUMBING SAVED MY HOUSE FROM FLOODING.keeping your product's name at the top of the consumer's mind. Avoid blind headlines that make no sense unless the reader reads the body copy underneath them. You are better off: (1) putting the prospect right into your headlines. So it follows that unless your headline sells your product. Include your selling promise in your headline The best headlines promise readers a benefit. not the body copy Make your headline tell one part of the story and have your visual tell the other part. The present tense is stronger and more immediate than the past tense: "I SAVED $1.David Ogilvy. Secondly. Say things in the positive in headlines Avoid negatives in your headlines for two reasons. The majority of readers only read headlines. YOU'LL SAVE MONEY ON YOUR ELECTRIC BILL. And readers do not stop long to decipher obscure headlines.
status and approval. fear. Advertising uses appeals as a way of persuading people to buy certain products. pride. Advertising appeals are designed in a way so as to create a positive image of the individuals who use certain products. 1. humor. 3. rejection. comfort. Fear is often used to good effect in advertising and marketing campaigns of beauty and health products including insurance. clothing and shelter. 2. Humor can be used effectively when it is related to some benefit that the customer can derive without which the joke might overpower the message. joy. acceptance. Humor Appeal Humor is an element that is used in around 30% of the advertisements. Emotional appeals are often effective for the youth while rational appeals work well for products directed towards the older generation. self esteem. Advertisers aim to cash in on the emotional appeal and this works particularly well where there is not much difference between multiple product brands and its offerings. ambition. Advertising experts indicate that using moderate levels of fear in advertising can prove to be effective. The most important types of advertising appeals include emotional and rational appeals. Humor can be an excellent tool to catch the viewer’s attention and help in achieving instant recall which can work well for the sale of the product.Advertising appeals aim to influence the way consumers view themselves and how buying certain products can prove to be beneficial for them. pleasure. Fear Appeal Fear is also an important factor that can have incredible influence on individuals. Emotional appeal includes personal and social aspects. Many consumers are emotionally motivated or driven to make certain purchases. The message conveyed through advertising appeals influences the purchasing decisions of consumers. respect. Personal Appeal Some personal emotions that can drive individuals to purchase products include safety. The most basic of human needs is the need for food. Here are just some of the various different kinds of advertising appeals seen in the media today: Emotional Appeal An emotional appeal is related to an individual’s psychological and social needs for purchasing certain products and services. love. Sex Appeal . affiliation. Social Appeal Social factors cause people to make purchases and include such aspects as recognition. However there are certain other products that provide comfort in life and advertising aims to generate demand for these products. sentiment. involvement. happiness. nostalgia etc. Special need for these necessities cannot be created with advertising. stimulation. Keep on reading to know the various different types of advertising appeals that can be seen in the media today. Advertising agencies and companies use different types of advertising appeals to influence the purchasing decisions of people.
elegance associated with them. Less than Perfect Appeal . adventure and action. Rational Appeal Rational appeals as the name suggests aims to focus on the individual’s functional. Masculine Feminine Appeal Used in cosmetic or beauty products and also clothing. Adventure Appeal This appeal is directed towards giving the impression that purchasing a product will change the individual’s life radically and fill it with fun. Scarcity Appeal Scarcity appeals are based on limited supplies or limited time period for purchase of products and are often used while employing promotional tools including sweepstakes. Print media is particularly well suited for rational appeals and is often used with good success. It is also suited for business to business advertisers and for products that are complex and that need high degree of attention and involvement. Such appeals emphasize the characteristics and features of the product and the service and how it would be beneficial to own or use the particular brand. If this is used then it should be an integral part of the product and should not seem vulgar. The shift should be towards sensuality. contests etc. It can also help capture attention and increase customer recall. over sexuality or sensuality raises curiosity of the audience and can result in strong feelings about the advertisement. Sexuality. Snob Appeal This appeal is directed towards creating feeling of desire or envy for products that are termed top of the line or that have considerable qualities of luxury.Sex and nudity have always sold well. It can interfere with the actual message of the advertisement and purpose of the product and can also cause low brand recall. It can also result in the product appearing interesting. This type of appeal aims at creating the impression of the perfect person. sexual suggestiveness. Music Appeal Music can be used as types of advertising appeals as it has a certain intrinsic value and can help in increasing the persuasiveness of the advertisement. utilitarian or practical needs for particular products and services. The message is that the product will infuse the perfection or the stated qualities in you. However use of sex in types of advertising appeals can have a boomerang effect if it is not used carefully. Brand Appeal This appeal is directed towards people who are brand conscious and wish to choose particular products to make a brand statement.
Play on Words Advertisements also make effective use of catch phrases to convey the message. Endorsement Celebrities and well known personalities often endorse certain products and their pitching can help drive the sales. The appeal is used to signify that buying certain products will have a positive impact on the opposite sex and improve your romantic or love life. Emotional Words/Sensitivity Appeal These advertisements are used to drive at and influence the sensitivities of consumers. It appeals towards the popularity aspect or coolness aspect of a person using a particular product or service. case of use. Statistics Advertisements also use statistics and figures to display aspects of the product and its popularity in particular. In this case he is exhibiting a rational motive. Low Price Appeal Many people buy low priced locally made like air conditioners for their home because they believe that these products will perform the same as rationally reputed brands. re-sale value and economy are the matter considered before purchase. Such appeals help in brand recognition and recall and can be quite popular with the youth in particular. These types of advertising appeals are used in cosmetic and health industries.Advertisements often try to influence people to make certain purchases by pointing out their inadequacies or making them feel less perfect and more dissatisfied with their present condition. stereophonic music system or other electronic or PC hardware items too are bought for their high quality. Cosmetic products in particular make use of these appeals. Romance Appeal These advertisements display the attraction between the sexes. automobiles and other products use these types of advertising appeals. Frangrances. LOGO . Youth Appeal Advertisements that reflect youth giving aspects or ingredients of products use these types of appeals. Long life Appeal the durability time factors plays important role for a few prospect performance. Bandwagon Appeal This type of advertising appeal is meant to signify that since everybody is doing something you should be a part of the crowd as well. Plain Appeal These advertisements use every day aspects of life and appeal to ordinary people regarding the use of a product or service. High Quality Appeal Most of the consumers durable like Plasma TV.
or trademark designed for easy and definite recognition. The logotype will be recognized from afar because of its shape and its color. Pfizer_logo. For example. each one can easily be differentiated from other logotypes. In these examples. due to the unique design of its logotype. commonly known as a logo. unique symbol. especially one borne on a single printing plate or piece of type. Examples The following are a few examples of logotypes including only the name. but legible. each company has a specific design of its name. recognizing the companies entails reading the name.png Pfizer logotype . or arranged in a particular. stylized name.Recognizable and distinctive graphic design. which is set in a special typeface/font. the color. Due to the design. or other device for identifying an organization. is the graphic element of a trademark or brand. way. The first table shows the names of six well-known companies in the same typeface in all cases. symbol. the shape. A name. Kellogg's Pfizer Hyatt Lancôme Bankers Trust Hertz In the next table. in a supermarket a box of Kellogg's cereals will be seen in the shelf from a certain distance. actually brand names with the same font. a logotype. The same will be true when one is looking at the airport for the booth of the Hertz Rent-A-Car company. and eventually additional elements of the logotype. A logotype.
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