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Developing ConceptAdvertising Copy and Layouting

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ADVERTISING PLAN

Matches the right audience to the rightmessage and presents it in the right medium

to reach that audience.

Targeting the audience

Whom are you trying to reach?

Message strategy What do you say them?

Media strategy When & where will you reach them?

SITUATIONAL ANALYSIS

Strengths , Weaknesses, Threats and Opportunities

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SETTING OBJECTIVES

Awareness of Product 75%

Interest in Product 50%

Preference 35%

Trial 30%

Loyal 25%HIERARCHY OF EFFECTS MODEL

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Targeting the Audience

Awareness

Knowledge

Liking

Preference

Conviction

THE THINK-FEEL-DO MODEL

Purchase

THINK

FEEL

DO

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Product Features and Competitive Advantage

Feature Analysis Make a chart for your product and competitors products listing each products relevant

features.

Brand Personality Refers to the unique qualities of the product.

Positioning Strategies How consumers perceive a product relative to its competition.

Perceptual Maps A map of marketplace that locates the position of the product relative to the position of

the competitors.

To identify the position of the product

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Product Features and Competitive Advantage

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The Creative Plan and Copy Strategy Creative Platform

The platform that sets out the message strategy.

Various names creative or copy platform, creative work plan, orcreative blue print.

Combines the basic advertising decisions problems, objectives,and target markets with the critical elements of the sales messagestrategy such as the selling premise or main idea, and how the ideawill be executed.

Message Strategies

Selling Premises

The various approaches to the logic of the sales message.

Product and Prospect Strategies

Benefits

Promises

Reason Why

Unique Selling Proposition

Support

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The Creative Plan and Copy Strategy

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in COPY WRITING

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Before you write

Gain firsthand knowledge of your product or service

Position your product or service

Know your audience

Plan your copy strategy

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When you write

Dont lose sight of your primary goal:

to sell your product or service

Stress the benefits Arouse interest

Dont fill your copy with empty overstatements

Be accurate

Be specific

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Be organized

Write for easy reading

Appeal to the emotions rather than the intellect Dont offend

Make use of testimonials and reviews

Ask for the customers order

Revise and edit your work

When you write

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