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WRITING IN ADVERTISING Writing in advertising is used mainly to attract customers and keep them. Effective advertising gets people interested in a business or service quickly and explains it clearly. Eye-catching, persuasive ad copy is necessary for advertising to be effective, and copy will be clear and simple while at the same time being creative, relevant and memorable. Effective copywriting uses oral or written rhetoric that compels people to act. It may explain facts and benefits, educate the public, sell a product or idea, pose challenges and offer solutions, create dialogue between buyers and sellers, use testimonials and endorsements, or utilize imaginative copy. Advertising combines art (using creativity and style) and science (employing tests, trial and error, breakthroughs, discoveries, and education). Audience is a crucial component of advertising as are the image and personality of a company, the availability and accessibility of a product or company, the service options provided by a company, and the uniqueness of the company, as well as the price of the product(s). In creating advertising copy, a writer should be aware of rhetorical concepts such as the rhetorical triangle of speaker, audience and purpose; the appeals to ethos (appeals based on the credibility of the provider), pathos (appeals to emotion), and logos (appeals to logic and reason); and any contexts necessary to convince a customer. TYPES OF WRITING • • • • • • • • • • • • TV storyboards Radio scripts Print ads Newspapers and magazines Sunday supplements and inserts Direct mailings In-store demonstrations and displays Cross marketing promotions Web Ads/ Websites/ Links to sites or products Trade shows Product placement in TV shows/movies Plan Book which may entail the following elements: o Situation analysis (of users, geography, seasons, media, etc.) o Research (strategies, summaries of findings, objectives, etc.) o Problems and opportunities o Marketing objectives (numbers and rationale) Writingcenter.appstate.edu 828-262-3144 [email protected] Updated on 05/2016 o Marketing strategies (promotion, advertising, public relations, direct marketing, telemarketing, event marketing, packaging and merchandising) o Budget o Pricing, distribution, target audiences, support, tone, tactics TYPES OF EVIDENCE • • • • Quantitative Research Qualitative research Cumulative audience (media audience accumulated over time) Cumulative ratings (rating of a radio or TV program or station’s range of audience) CONVENTIONS • • • • • • • • • Follow AP (Associated Press) style guidelines. Use the "inverted pyramid" when writing for news outlets. Avoid passive voice whenever possible. Be honest and fair and don’t mislead people. Provide claims and support the claims with evidence. Write the way people think; a down-to-earth approach works best. Before writing an ad, do research that will show why people buy your products or services. Keep it simple; the consumer doesn't have time for complex copy. Ad copy should be clear, concise, to the point; avoid jargon and hype. TERMS • • • • • • • Ranker (report of a selected demographic audience in a given market) Day-parts (time periods when radio and television stations sell ads) Column inch (standard print media measurement) Ethos (appeal to credibility and authority) Pathos (appeal based on emotions) Logos (appeal based on logic and reason) Rhetorical triangle (speaker/ audience/ purpose) DOCUMENTATION STYLE Associated Press (AP) is most common, but the documentation style often depends on the audience. When writing in academics, a writer should always check with instructors about what citation style they prefer. ***** SOURCES CONSULTED Dahl, Gary. “Tips for Writing Good Advertising Copy.” Advertising For Dummies Cheat Sheet. Web. <http://www.dummies.com/how-to/content/advertising-for-dummies-cheat-sheet.html> Farnworth, Demian. “10 ways to Write Damn Good Copy.” Copywriting 101. Copyblogger. 2015. Web. <http://www.copyblogger.com/good-copywriting/> Writingcenter.appstate.edu 828-262-3144 [email protected] Updated on 05/2016