This document outlines the process of writing advertising copy. It discusses beginning with understanding consumer needs and appeals. The audience, product, and advertising situation are analyzed. Various formats for print, radio, television and other media are examined. Copy platforms are used to organize ideas and information to produce effective advertising copy. The document provides guidance on writing style and elements to include for different advertising mediums.

1. CHAPTER 8:
WRITING
ADVERTISING
COPY
Team B
Ika-11 ng Oktubre 2014
AFL 759d Pagsulat sa Tri Media

2. BALANGKAS NG PAGLALAHAD
 the field of advertising
 beginning the process: needs and appeals
 the audience
 the product
 the advertising situation
 copy platforms
 writing the ad
 elements of a print ad
 writing advertising for broadcast
 copywriter’s tools
 television script sheet
 4 types of dramatic formats
 other media

3. ADVERTISING FIELD
 Its purpose is to persuade and motivate. Advertising is based on
the assumption that words have the power to produce a change.
 A change in thinking, attitudes, belief and ultimately, behavior.

4. PROCESS OF WRITING ADVERTISING
COPY
 process information
 put it into an accepted form for its medium

5. BEGINNING THE PROCESS: NEEDS
AND APPEALS
 the process of writing advertising copy begins with a recognition
that all humans have certain needs and desires. Effective
advertising appeals to these needs and desires in a way that will
make people act positively toward a product or an idea.

6. NEEDS AND APPEALS
 food and drink
 shelter, security and comfort
 sex, intimacy and social contract
 independence, privacy, self-fulfillment and power
 stimulation
 acquisition

7. THE AUDIENCE
 Marketing a product or service begins with deciding what part of
the population is most likely to buy it.
 age
 gender
 income
 education
 marital status

8. ADVERTISERS NEED TO THINK ABOUT
TWO GROUPS
 people who are already using the product
 people who do not use the product but are likely to.


9. MAJOR CONCEPTS
 Demographics – a way of dividing the population into groups on
the basis of some obvious characteristics.

 Psychographics – the concept of putting people into groups based
on less obvious characteristics. Based on the emotional
resources that different types of people have to products

10. THE PRODUCT
 anything the advertising is designed to promote. It could be an
item or an idea.

11. PRODUCT
 What the product does?
 Physical characteristics of the product
 History of the product
 Who makes the product

12. THE ADVERTISING SITUATION
 Key fact – sets the stage for the thinking about an ad, and writers
who do not have a key fact clearly in mind will be confused and
prone to wander in directions.

 The problem – the ad should solve. Should be a specific and ad
should evolve form the key fact

 The object – needs to be stated clearly and precisely.


13.  Some statements of advertising objectives:
 should make people aware of the product
 should change people’s attitudes towards the product

 advertising objectives
 should tell consumers of the product’s improvements
 should encourage people to shift from buying another product to
buying this product

14. COPY PLATFORMS
 a way of setting the ideas and information of an advertising
situation down on paper and of organizing those ideas in such a
way that effective advertising copy can be produced from them.

15.  ad subject
 ad problem
 product characteristics
 advertising objective
 target market
 competition
 statement of benefit or appeal
 creative scheme
 supportive selling points

16. WRITING THE AD
 use clear, simple English
 pay attention to the verbs
 be as specific as possible, but don’t let too many details get in the
way of the Advertising message
 be precise in the use of the language
 use personal pronouns when appropriate
 don’t be afraid of contractions
 inspire confidence in the product and the advertiser
 give the audience all the information it needs

17. ELEMENTS OF A PRINT AD
 copy sheet for print ad
 product
 medium
 client
 writer
 headline
 subhead
 body copy
 subhead or slogan
 signature

18. WRITING ADVERTISING FOR
BROADCAST
 radio script sheet
 product
 client
 title
 writer
 length
 source * audio
 announcer

19. COPYWRITER’S TOOLS
 voices
 sound effects
 music
 pictures
 visual effects


20. TELEVISION SCRIPT SHEET
 product
 client
 title
 writer
 length
 video audio
 woman 1
 woman 2
 (voice over)

21. 4 TYPES OF DRAMATIC FORMATS
 problem resolution
 slice of life
 documentary/ demonstration
 fantasy
 the spokesperson
 testimonial
 anonymous announcer

22. OTHER MEDIA
 television story board
 product
 client
 writer
 length
 video - audio
 frame time
 5 seconds

23. TEAM B
 Randy T. Nobleza
 Jeffret R. Ancheta
 Rita D. Morales
 Jorge Cuinillas