Writing adverts

Adverts are used for number of purposes –
• Gain acceptance of product to help secure distribution
• Give a product profile
• Introduce a new idea
• Stimulate demand for a brand/counter competitors brands
• Boost confidence of sales staff
• Announce offers, promotions
• Raise public awareness of topic
• Inform candidates of job vacancies

Writing adverts
Adverts can be oral and visual as well as written. Written adverts can be longer and can be perused slowly and more than once unlike radio or TV advert. Advertiser has power to use more content in written adv. Written ads can be placed in a variety of media including- newspapers and magazines, posters sites and bus stops, notice board in public paces (eg library, shops), on programmes at sporting events, on book wrappers, at point of sale, direct mail, envelopes etc.
Media can be classified according to editorial contents, circulation size, area and type (eg free or paid for), type of reader (socio-economic group, age etc), frequency of publications (daily), production (eg colour) and cost of advertising space

Selecting the right medium – the widest coverage of your target audience, with greatest frequency, with greatest credibility at the lowest cosy

The message – Purpose is to attract attention, hold the attention, persuade the reader to act or make a decision.

The selling theme –
• Start with a list of the product’s features
• Highlight those which are new/different from competitors
• Identify those suitable to your target audience
• Turn the features into benefits
• Select the best selling points – price, quality convenience?

Unique selling point – unique feature/benefit which product has over its competitors

The copy – draft a few statements to outline selected benefits, dilute those that don’t fit the main theme, find some powerful words

Commandments for advertising copy
• Be simple – use short easy sentences
• Be interesting – use vivid words, attract attention, surprise, arouse curiosity
• Be brief – be direct, small areas of text, leave out padding
• Be positive – motivate, don’t use negatives
• Be factual and honest
• Be original – use original angles
• Be empathetic
• Be instructive – state clearly how, when and where to order

The mnemonic is a good way to remember about advertising copy
IE POSH FIBS
Interesting, Emphatic, Positive, Original, Simple, Honest, Factual, Instructive, Brief,
Self-contained

Advertising style
1. Emphasis – repetition, graphic design, sentence structure
2. Pace and fluency – varying pace, para length
3. Informality – use colloquial language
4. Appeal to audience motivations – ie free, new, value, quality
5. Credibility and congeniality – need to create trust and persuasion
6. Presentation – use space, good typestyle, colour, shape and texture, illustration
7. Headlines and slogans – use puns, questions, controversial statements, humour etc

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