Что такое хороший рекламный текст

Рекламный текст состоит из пяти основных элементов, которые почти всегда используются в рекламе:

 заголовок;

 подзаголовок;

 основной текст;

 подписи и комментарии;

 рекламный лозунг.

Заголовок

Заголовок (вместе с фотографией или иллюстрацией) привлечет к рекламе читателя, зрителя или слушателя. Заголовок - стержень рекламы и наиболее сильный посыл к покупателю.

Заголовок должен быть мощным по воздействию и ясным по смыслу, чтобы привлечь внимание потенциального покупателя к рекламируемому продукту.

Подзаголовок направлен к клиенту. Подзаголовок - мост между заголовком и основным текстом.

Основной текст содержит информацию об основных свойствах, качествах и преимуществах предлагаемого продукта.

Подписи и комментарии

Фотографии, иллюстрации, подписи и комментарии в рекламе могут стать наиболее результативным инструментом продажи. Подписи не только поясняют, что изображено на фотографии или иллюстрации, но и привлекают внимание покупателя. В подписи можно поместить дополнительную информацию, связанную с продажей .

Комментарии - это, как правило, похожие на подписи фрагменты текста, при помощи линии или стрелки соединенные с элементами фотографии или иллюстрации. Они описывают определенные части какого-либо предмета или изображенной сцены.

Рекламный лозунг - это словесный эквивалент логотипа (графического знака) фирмы. В печатном объявлении он обычно появляется рядом с графическим знаком фирмы или названием предприятия сразу же под ними. В рекламном лозунге отражена и сконцентрирована позиция фирмы, он делает ее привлекательной для клиентов.

Informative Reading Cherry 7-up targeted at Youth Market

Advertisers must aim their message at a specific target market if the message is to be effective. Seven-Up Corporations, the producer of the “uncola”, traditionally targeted its products and advertising to older generations, but a decline in sales made the company change its strategy in 1987. According to the research, nearly half of all soft drinks were consumed by teenagers aged from 13 up to 24. So the first decision of the company was to target its advertising campaign to this age group. Some time later the company introduced a new Cherry Seven-up and its sugar free version, which was a revolution since the company had never deviated from its lemon-lime formulation before.

So, the company launched an advertising campaign for Cherry-Up which featured the tag “Isn’t it cool in pink?” Pink was chosen the dominant colour in those ads. The TV commercials were black and white except for prominent pink articles such as suspenders, earrings, and, of course Cherry 7-Up itself, which was in colour. 7-Up chose pink as the primary colour of the campaign partly because it was a favourite fashion colour of the target market and partly because of its eye-appeal.

The ads were slice-of life-ads, which focused on the lifestyles of the target market. They showed teenagers, having some problems, natural surroundings. To add to this, the campaign also tried to bring to the pink theme certain qualities that adolescents wanted, such as self-assurance, popularity, and independence. The TV spots used light rock music and electronic musical effects, they were run during the target market’s favourite programmes. It also contributed to the success of the new product.

To make the campaign more efficient the company supported it by a “Cool in Pink” merchandise catalogue offering Cherry 7-Up clothes and accessories, including Cherry 7-Up T-shirts and sweatshirts, pink sunglasses, shoelaces and headbands and Cherry 7-Up watches, which 7-Up hoped fashion-conscious teenagers would find “cool”.

All those “tricks” boosted the popularity of the new soft-drink. Several years later the sales of the drink doubled. So, advertising was the tool the company used to reach its target market.

Multiple Choice

Choose the correct answer

1. If advertisers want the message of an ad to be more effective they must:

a. change the means of delivering the message

b. aim it at the target audience

c. work out some details of the message

2. The decrease in the sales of 7-Up’s soft drinks made the company:

a. introduce another soft drink into the market

b. ask competitors for help

c. change the company’s strategy

3. The new advertising policy of 7-Up:

a. was effective and increased the sales of the new soft drink

b. didn’t lead to any results

c. bankrupted the company

Speaking

Sum up the measures taken by 7-Up aimed at increasing the number of sales

Discussion

1.Were the measures taken by 7-Up effective? What else could they do to overcome the deadlock?

2. Find some other examples of the cases when effective media planning increased the profits of the company. What measures were taken? Tell your groupmates about the cases according to the plan:

a. the problem

b. the measures taken to overcome the deadlock

c. the results

Test yourself