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Developing Concept

Advertising Copy and Layouting

ADVERTISING PLAN
Matches the right audience to the right message and presents it in the right medium to reach that audience.
Targeting the audience Whom are you trying to reach? Message strategy What do you say them? Media strategy When & where will you reach them?

SITUATIONAL ANALYSIS
Strengths , Weaknesses, Threats and Opportunities

SETTING OBJECTIVES
HIERARCHY OF EFFECTS MODEL
Loyal 25% Trial 30%

Preference 35%

Interest in Product 50%

Awareness of Product 75%

Targeting the Audience


Purchase DO

Conviction

Preference

FEEL
Liking

Knowledge THINK Awareness

THE THINK-FEEL-DO MODEL

Product Features and Competitive Advantage


Feature Analysis
Make a chart for your product and competitors products listing each products relevant features.

Brand Personality
Refers to the unique qualities of the product.

Positioning Strategies
How consumers perceive a product relative to its competition.

Perceptual Maps
A map of marketplace that locates the position of the product relative to the position of the competitors. To identify the position of the product

Product Features and Competitive Advantage

The Creative Plan and Copy Strategy


Creative Platform
The platform that sets out the message strategy. Various names creative or copy platform, creative work plan, or creative blue print. Combines the basic advertising decisions problems, objectives, and target markets with the critical elements of the sales message strategy such as the selling premise or main idea, and how the idea will be executed. Message Strategies Selling Premises The various approaches to the logic of the sales message. Product and Prospect Strategies Benefits Promises Reason Why Unique Selling Proposition Support

The Creative Plan and Copy Strategy

in COPY WRITING

Before you write


Gain firsthand knowledge of your product or service Position your product or service

Know your audience


Plan your copy strategy

When you write


Dont lose sight of your primary goal:

to sell your product or service Stress the benefits Arouse interest Dont fill your copy with empty overstatements Be accurate Be specific

When you write



Be organized Write for easy reading Appeal to the emotions rather than the intellect Dont offend Make use of testimonials and reviews Ask for the customers order Revise and edit your work