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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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