elements of an ad copy

8/12/2019 Elements of an Ad Copy

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| Global village

| Increased competition

| Media Explosion

| Consumer awareness


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Marketing mix |

4Ps |

5Ps |

7Ps |

Promotion |

Advertisement |

Ad Copy|


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4Ps: E Jerome McCarthy1960

Product, Price, Place, Promotion

5Ps:

Product, Price, Place, Promotion,People

7Ps:

Product, Price, Place, Promotion,

People, Physical Environment,Process

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An important element of marketing mix

Includes;

Direct Marketing

Personal Selling

Advertisements

Sales promotion

Publicity

Interactive or Internet marketing

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Advertisement is an important

means to Inform and influence

potential customers, of products

& services.

Part of Promotion

Promotion is an important

element in the Marketing mix

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According to the American

Market Association, Advertisement

is defined as any paid form of non-

personal presentation andpromotion of ideas, goods and

services by an identified sponsor

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Primary Functions

Beneficial to the Seller

Secondary Functions

Beneficial to the buyer Social Benefits

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Print Media Newspapers

Magazines & Journals

Broadcast Media

Television

Radio Outdoor or Mural Advertising Media

Neon sign boards

Posters

Bus Panes

Banners

Direct Mail Advertising Media

Internet Advertising

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It includes all elements of an advertisingmessage, whether printed or broadcast.

In print media: it includes the heading,

subheads, pictures, captions, slogans, body

copy, Trade mark, mascot, company logo,

borders, other visual symbols and illustrations In broadcast: Motion, Sight, Sound(words

spoken by the characters in the script plus

music and sound effects) as well as illustrative

materials, actions and even camera cues.

Copy refers to written material which is to beset in type for print media or spoken by

announcers for broadcast commercials

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Headline:Usually at the top or bottom of the ad, that attracts attention,communicates a key selling point or achieves brand identification

Purpose: Give news about the Brand

Emphasize a brand claim

Give advise to the reader

Simulate the readers curiosity

Identify the brand

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Fuctions:

Establish a link with thetarget audience

Attention Grabber It should move us/propel us

to read the further copy

It should be the essence ofthe whole ad

Guidelines:

Limit headlines to 6-8 words

Inject maximum informationinto the headline

Include brand name, or

anything unique about theproduct in the headline

Use simple and commonfamiliar words


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Sub-HeadIt consists of a few words as ashort sentence & usuallyappears above or below theheadline.

Stimulates a more completereading of the entire ad

In many cases, the subhead ismore lengthy than theheadline and can be used tocommunicate more complexselling points.


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Body CopyTextual or the main contentof a print ad and tells more

complete story about thebrand.

Can be pictures or words oreven a mix of both.

GuidelinesUse the present tensewherever possible

Use singular nouns andverbs

Use active verbsUse familiar words andphrases

Vary the length ofparagraphs and lines.


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Conclusion..revisiting the slides


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Thank You | anas ap presentation

elements of an ad copy

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