Written Task 1 How-to Advertise
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How to Create a Successful Advertisement
If you know the basic format and proven techniques that are incorporated into every successful advertisement, writing a good print ad is not difficult.
ADVERTISING COPY
The first step in creating a good advertisement is to establish the appeal — the reason the reader will buy, or request more information. The four main appeals are; sex, which includes love, affection and friendship; greed, things money can buy; fear, fear of not getting what you want, or losing what you have; and, duty or professionalism, what's best for those you serve headlines that captures your target group.
Next, write the copy. For many copywriters that means writing the headline first. It's the most important part of the advertisement as it has to grab attention and get readers into the copy. Whether you start with the headline or the body copy, the headline should be based on the product's key selling point, and the copy should flow naturally from it.
HEADLINE TECHNIQUES * Using the appeal in the headline * Communicating easy ordering and fast delivery * Making your headline newsworthy * Using a benefit or mentioning the offer * Asking a question * Using a headline with multiple parts * using a one-word headline (small ads)
THREE TYPES OF HEADLINES * Self-interest Headlines: Appeals to the reader's self-interest — it contains a personal benefit to the reader and are the number one performers. * News Headlines: Provide "news" and are rated the next best. * Curiosity Headlines: Rated third best, arouses curiosity in the reader. For curiosity headlines to be effective they should be combined with self-interest or news. This can be a dangerous one to use as it can attract too much curiosity and not your target audience.
THE FIRST PARAGRAPH IS KEY FOR ATTENTION * Statement * News * Quotation, * Story
The first paragraph should also be short, continue the thought of the headline, and
How to Create a Successful Advertisement
If you know the basic format and proven techniques that are incorporated into every successful advertisement, writing a good print ad is not difficult.
ADVERTISING COPY
The first step in creating a good advertisement is to establish the appeal — the reason the reader will buy, or request more information. The four main appeals are; sex, which includes love, affection and friendship; greed, things money can buy; fear, fear of not getting what you want, or losing what you have; and, duty or professionalism, what's best for those you serve headlines that captures your target group.
Next, write the copy. For many copywriters that means writing the headline first. It's the most important part of the advertisement as it has to grab attention and get readers into the copy. Whether you start with the headline or the body copy, the headline should be based on the product's key selling point, and the copy should flow naturally from it.
HEADLINE TECHNIQUES * Using the appeal in the headline * Communicating easy ordering and fast delivery * Making your headline newsworthy * Using a benefit or mentioning the offer * Asking a question * Using a headline with multiple parts * using a one-word headline (small ads)
THREE TYPES OF HEADLINES * Self-interest Headlines: Appeals to the reader's self-interest — it contains a personal benefit to the reader and are the number one performers. * News Headlines: Provide "news" and are rated the next best. * Curiosity Headlines: Rated third best, arouses curiosity in the reader. For curiosity headlines to be effective they should be combined with self-interest or news. This can be a dangerous one to use as it can attract too much curiosity and not your target audience.
THE FIRST PARAGRAPH IS KEY FOR ATTENTION * Statement * News * Quotation, * Story
The first paragraph should also be short, continue the thought of the headline, and