TOPIC 4.

Advertising Techniques
 PLAN
1. THE CONCEPT OF ADVERTISING
2. ADVERTISING COPY
3. RADIO ADVERTISEMENT PRODUCTION
4. TELEVISION ADVERTISEMENT PRODUCTION
1. THE CONCEPT OF ADVERTISING
ADVERTISING DEFINED  
NATIONAL ADVERTISING
LOCAL ADVERTISING 
THE ADVERTISER
 ADVERTISING AGENCIES MEDIA
STRENGTHS OF ADS WEAKNESSES OF ADS
 Advertisements are at the mercy of
It presents a set of
the media vehicles in regards to
controlled messages. timing.
It has the ability to  Reinforcement of the message can
expose large groups only be achieved through repetition
which tends to increase cost of
of prospects as a low advertisement.
per prospect cost.  The advertisement or messages is
It can reach set and cannot adjust to the
prospects reactions or answer his
prospects that sales objections to the product or service.
person cannot.  People do not believe fully the
It helps to presale a claims made for products or
services in advertisement, because
product.
they recognize the advertising
It can help to message is designated to influence
introduce a new them.
 Prospects’ buying reactions are
product quickly.
2. ADVERTISING COPY
MAKING THE ADVERTISING COPY

Headline
Sub-headlines
Body copy
Slogan
Brand name
Logo
HEADLINE
They should be kept as short as possible
They should be written from the prospect’s
viewpoint in terms of his own selfish
interests
They should be so clear in meaning that
the reader does not have to read the body
copy in order to get the headline’s
meanings.
They should be on a level with the reader’s
range of experience.
They should be relevant to the product, the
central copy theme and the illustration.
SUB-HEADLINE: consists of
subordinate statement that serves
to emphasize the viewpoint
expressed in the headline. It could
be a short one or two line statement
that emphasizes the product idea
which the headline projects and the
body copy will expand upon.
 BODY COPY:
The most important idea should come first in the copy.
“You” and “yours” should be used in the copy in place of
“we” “our” and similar terms.
Copy should be written in language that the advertising
target uses and understands.
Specific and full information should be provided, within
space or time limitations.
Copy should not exaggerate, misrepresent or be
untruthful. Prospects do not want questionable
statements.
Key copy ideas should be repeated in various forms. Key
points need to be emphasized; repetition is helpful in
achieving its emphasis.
Some kind of buying action should be called for on the
part of the prospect.
SLOGAN:
should be short – the shorter the better, but not more than
seven words.
should easily be remembered. It can contain an uncommon
through, rhyme or the like.
should be original; it should contain an idea not being used
by other slogans.
should include a good quality of the product being
advertised.
should contain the brand name of the product or if
appropriate, the name of the advertiser’s company.
should be capable of being used in multiple media. It
should be effective in broadcast as well as print media.
often comes in form of ‘pay-off ’ lines in the advertising
copy.
BRAND NAME:
should be as short as possible. One-word brand
names are superior to those using multiple words.
should be one that can be easily remembered. The
use of a product quality helps people to remember.
should be creative. It should not suffer from
sameness or lack of originality.
should be easy to pronounce in only one way.
should have no unpleasant associations, as these
may keep people, consciously or unconsciously,
from asking for the product.
should be checked by language experts to make
certain it has no unfortunate meanings in foreign
languages.
LOGO: a logo is usually used in
combination with a brand name.
3. RADIO ADVERTISEMENT PRODUCTION
 Effective messages can be written,
using these guidelines:
SIMPLICITY
 CLARITY
 COHERENCE
 RAPPORT
 PLEASANTNESS
 BELIEVABILITY
 INTEREST
DISTINCTIVENESS
 COMPULSION
4. TELEVISION ADVERTISEMENT
PRODUCTION
 Advertising Technique

Use real people in your ads.

Show what people really think
Show how people really feel
For realism might be found in the history of the
product. For instance, you could explore the
feelings a young housewife has towards her
mother who used the same product while she
was growing up.
For a B2B products you might explore feelings of
competitiveness, the desire to excel or to avoid
failure.
For luxury consumer good, consider ads that
explore feelings related to "keeping up with, or
surpassing, the Joneses. "
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