4. Creating the advertising message

Vocabulary:

sequence-последовательность

to grab- захватывать

to gain-получать, приобретать

to link-связывать, соединять

a pattern-образец, модель

to suggest-полагать, предлагать

an advantage-преимущество

distinctive-отчетливый, ясный

to encourage-ободрять, побуждать

If your firms advertising company is to be successful you must strive to create advertisement which form an accurate and full picture, conveying a powerful and persuasive message about your professional services to your target audience.

Copy – is the verbal portion of the advertisement. It includes headlines, sub-headlines, body copy and signature. When preparing advertising copy, marketers attempt to move the target audience through a persuasive sequence called AIDA (Attention, interest, desire and action).

Consumers will not visit a store, try a product or make a purchase of an unfamiliar product unless marketers:

1. Grab the attention;

2. Gain the interest;

3. Make the product desirable.

A motive and persuasive advertising plays a key role in this process.

Headline – is critical because it is the only part of the copy that people read. It should attract reader’s attention and create enough interest to make them want to read the body copy. Sometimes it helps explain the headline.

The body copy – for the most advertisement consists of an introductory statement or paragraphs, several explanatory paragraphs and a closing paragraph. Some copy writers have adopted a pattern or a set of guide lines to develop body copy systematically:

1. Identify a specific desire or problem of consumers;

2. Suggest the goods or services as the best way to satisfy that desire or solve that problem;

3. State the advantages or benefits of the product.

4. Indicate: why the advertised product is the best for the buyer’s particular situation;

5. Ask the buyer for action.

The signature identifies the sponsor of the advertisement. It may contain several elements, including the company’s trademark, logo, name, and address. The signature should be designed to be attractive, distinctive and easy to identify in a variety of sizes.

Art work consists of illustration and layout of the advertisement. Illustrations can be: different photographs, drawings, graphs or tables. Illustrations are used to attract attention, to encourage the audience to read or to listen to the copy, to communicate the idea quickly or to communicate the idea that is difficult to put in to words.

Questions:

1. What is copy?

2. Why is headline often critical?

3. What does the body copy consist of?

4.What does it mean “AIDA”?

5.Whom does the signature identify?

6. What does the art work consist of?

4. Creating the advertising massage.

Test.

1. The only part of the copy that people read.

a. copy

b. signature

c. body copy

d. headline

2. For the most advertisements it consists of an introductory statement or paragraph, several explanatory paragraphs and a closing paragraph.

a. copy

b. signature

c. body copy

d. headline

3. ……identities the sponsor of the advertisement.

a. copy

b. signature

c. artwork

d. headline

4. …..consists of illustration and layout.

a. copy

b. signature

c. artwork

d. headline

5. The verbal portion of the advertisement is …..

a. copy

b. signature

c. artwork

d. headline

6. Copy includes headlines, sub-headlines, body copy and ….

a. closing paragraph

b. signature

c. introductory statement

d. several explanatory paragraphs

7. The signature may contain several elements, including the……, logo, name, and address.

a. closing paragraph

b. company’s trademark

c. introductory statement

d. several explanatory paragraphs

8. Illustrations are used to attract attention, …… the audience to read or to listen to the copy.

a. to gain

b. to grab

c. to encourage

d. to entertain

9. To develop body copy you should identify a specific…. or problem of consumers.

a. interest

b. attention

c. yearning

d. desire

10. To develop body copy you should state the… and benefits of the product.

a. advantages

b. profits

c. attractions

d. photographs

11. What is the physical arrangement of the illustration, headline, sub-headlines, body copy and signature.

a. copy

b. layout

c. body copy

d. headline

Межсессионное тестирование студентов третьего курса по пройденным лекционным темам(5 семестр).

Ответы.

1. The only part of the copy that people read.

a. copy

b. signature

c. body copy

d. headline

2. For the most advertisements it consists of an introductory statement or paragraph, several explanatory paragraphs and a closing paragraph.

a. copy

b. signature

c. body copy

d. headline

3. ……identities the sponsor of the advertisement.

a. copy

b. signature

c. artwork

d. headline

4. …..consists of illustration and layout.

a. copy

b. signature

c. artwork

d. headline

5. The verbal portion of the advertisement is …..

a. copy

b. signature

c. artwork

d. headline

6. Copy includes headlines, sub-headlines, body copy and ….

a. closing paragraph

b. signature

c. introductory statement

d. several explanatory paragraphs

7. The signature may contain several elements, including the……, logo, name, and address.

a. closing paragraph

b. company’s trademark

c. introductory statement

d. several explanatory paragraphs

8. Illustrations are used to attract attention, …… the audience to read or to listen to the copy.

a. to gain

b. to grab

c. to encourage

d. to entertain

9. To develop body copy you should identify a specific…. or problem of consumers.

a. interest

b. attention

c. yearning

d. desire

10. To develop body copy you should state the… and benefits of the product.

a. advantages

b. profits

c. attractions

d. photographs

11. What is the physical arrangement of the illustration, headline, sub-headlines, body copy and signature.

a. copy

b. layout

c. body copy

d. headline

12. The statement of the message tasks must cover…..specific areas:

a. 4

b. 3

c. 5

d. 6

13. For a message…. effective in accomplishing its tasks.

a. is to

b. to be

c. are to

d. to be to

14. It must…..basic needs and suggest the way to satisfy them.

a. arouse

b. increase

c. amuse

d. decrease

15. ….it give the image you want?

a. does

b. would

c. will

d. shall

16. A Successful well-written advertisement seldom …..words or time?

a. spends

b. wastes

c. reduce

d. leaves

17. There are a few suggestions how......an ad that will deliver the message you want.

a. to create

b. creates

c. will create

d. can create

18. There is no sense ……..an ad if you don’t ask for the sale.

a. on writing

b. to write

c. in writing

d. during writing

19. Creativity is essential, but it is ……

a. sufficient

b. unsufficient

c. enough

d. insufficient

20. The text part deals with….. strategy.

a. message

b. content

c. text

d. written

21. The message strategy part will be divided according to ….main topics.

a.6

b.3

c.4

d.5

22. To create the message of relevance, the writers and artists must…..themselves in all available information.

a. do

b. immerse

c. create

d. earn

23. Copy deals with the….aspects of the message.

a. visual

b. verbal

c. written

d. oral

24. Layout deals with the .....aspects.

a. visual

b. verbal

c. written

d. oral

25. The goal of the message strategy ....to develop a message or a series of messages.

a. are

b. is

c. was

d.‑

26. The objective in the process of choosing the message has……components.

a. 3

b. 2

c. 4

d. 5

27. “What you have to say is more important than how you say it.” wrote……

a. Ed Meyer

b. David Ogilvy

c. Ogilvy and Mather

d. Benton and Bowles

28. The real creative strategy is the one that relates product to ……

a. dreaming

b. inventions

c. wishes

d.yearnings

29. It involves the seeing of old facts in new……..

a. point of view

b. places

c. environments

d. relationships

30. The job of your ……….is to review and re-review everything you know about a subject.

a. subconscious

b. conscious

c. head

d. design

31. The purpose of real creative strategizing is simple and …….

a. necessary

b. complicated

c. vital

d important

32. Advertisement exploits the……and creates unnecessary needs.

a. students

b.competitors

c. consumers

d.politicers

33. There are the…… most common criticism.

a. 2

b.3

c.4

d.5

34. Advertising reduces rather than…… prices.

a. inflates

b.increases

c. decreases

d. stimulates