S9.P1 T4 ADVERTISEMENTS FOR PRINT MEDIA.
LEARNING OUTCOMES
By the end of this topic, you should be able to:
1. Analyse the types of print media advertising and their strengths and limitations;
2. Identify the components of print advertisement;
3. Explain the elements of copywriting; and
4. Discuss some of the main strategies to write effective print advertisements. ?
INTRODUCTION „I have learned that you canÊt have good advertising without a good client and that you canÊt keep a good client without good advertising‰. (Burnett, 1961) Today, print advertising is considered to be a less effective marketing tool than before due to the easier accessibility of the Internet. Many companies and businesses are now migrating to the Web in their marketing communication efforts. However, print advertising can still be an effective marketing material when a proper strategy is planned and developed.
This topic focuses on understanding the print media and the creative strategy of print advertising. Special attention is given to the advertisementÊs copy, layout and other design considerations. When done correctly, print advertising can be effective in a way that it will be able to achieve the following objectives; grab a readerÊs attention, appeal to their needs, communicate companyÊs unique advantage and motivate readers to take action. The concern is for the advertising strategy to properly fomulated and implemented and the objective to be achieved.
ACTIVITY 4.1 A Pan-European survey of 700 consumers in 13 countries conducted in 2014 about their media usage and their attitude towards advertising showed that consumers trust advertising in print media more than other media. When asked: 1. How much trust they attach to advertising in the various media, consumers gave magazines and newspapers a score of 63 per cent, television 41 per cent and Internet 25 per cent. 2. About the role of advertising in purchase decision making, almost 7 out of 10 said advertising in magazines and newspapers is most important to support purchase decisions. Although advertisers are shifting budgets towards digital channels, why do you think consumers continue to have the highest trust in print and continue to refer to advertisements in magazines and newspapers as a great source of information to support their purchase decisions?
4.1 THE PRINT MEDIA The world is moving into digital media so it is very likely that marketing communication, in terms of advertising, will mostly be executed online. Is print then becoming irrelevant? Is print dying? This is a question that has been buzzing around the marketing world since the rapid surge of the Internet and social media. Many companies and businesses have completely migrated to the Web in their advertising efforts because of several reasons such as cost effectiveness, exposure potential and convenience.
Due to this trend, print advertising today is considered to be a less attractive and less effective marketing tool than before compared to other media. This is because consumers get information from so many forms of media. However, this is certainly not true. Print still maintains its position as a powerful and important component of a marketing communication campaign. Print advertising can be effective if the message reaches its target audience. Companies who clearly understand their target market and how to reach them continue to include print advertising as part of an overall marketing strategy. People still have an amount of trust in the print media advertising. Among the reasons are as follows: (a) Credibility Print media is considered to be more credible due to its sense of legitimacy. While the presence of Internet advertising such as banner ads and pop-ups can be overwhelming, there is a great fear of spam and viruses which could strike the virtual world. In print media, such danger is nonexistent. (b) Commitment Print media especially newspapers and magazines is still measured to be a more genuine source for any kind of information. The print media are particularly committed to small and big businesses to place their classified advertisements. (c) Tangibility Hardcopy and printed documents such as newspapers and magazines are tangible and proven to be available for a long time. This is in contrast with the Internet where information, documents and messages such as advertisements can disappear into cyber space instantaneously. (d) Branding Print advertising is an excellent tool in strengthening brand identity. In terms of typography, graphics, colours and other design elements, print advertising is consistent aesthetically in establishing brand recognition. (e) Niche Audience Another reason is that print media such as magazines can effectively reach niche audiences that may be more difficult to target on the Internet. Also, consumers are more engaged when reading printed document, in contrast with websites, where reading is often done by skimming. A study has indicated that we read texts on a digital screen at a much slower pace than on printed paper.
ACTIVITY 4.2 Many companies and businesses have completely migrated to the Web in their marketing efforts because of the following factors: cost effectiveness, exposure potential and convenience. 1. Explain each factor mentioned earlier and how the migration has affected print media. 2. Identify other reasons of factors contributing towards the migration. 4.1.1 Types of Print Advertisements Print media is one of the oldest forms of advertising. It is a medium through which printed matter is disseminated to the audience. Print media can be classified into various types including newspapers, magazines, newsletters, leaflets, directories, brochures and posters. (a) Newspapers There are four basic criteria to consider when deciding upon which newspaper to advertise in: (i) Distribution; (ii) Frequency; (iii) Size; and (iv) Audience. In terms of distribution, newspapers can be categorised into local, regional or national titles and in frequency they are published either daily, weekly or in Sunday editions. The size of a newspaper is measured through their circulation and readership while the content of a typical newspaper is divided into various segments containing current events, sports, food, entertainment, fashion, finances, politics, advertisements, informative articles and so on. Advertisers can buy different sizes of advertising space, from small classified advertisements with text only, to display advertisements featuring text, photographs, illustrations and graphics in sizes up to a full page or even a double-page spread.
Table 4.1 explains the strength and limitation of newspapers.
Table 4.1: Strength and Limitation of Newspapers Strength Limitation ? Can reach more people at a lower ? Cluttered environment when cost. advertisements compete for ? Consumers can spend as much time attraction with many other advertisements. with an advertisement as they like. ? Newspapers come out daily or ? Poor reproduction quality which weekly so advertising message can limits ability to run high quality be changed frequently. images and messages. ? The size, shape and placement of ad ? Not everyone who gets the paper sees advertisements. can be controlled to ensure better results. ? Short shelf-life. ? Newspaper production departments ? Wasted circulation when advertisers are available to help in order to are paying to send messages to produce advertisements at no people who will probably never be charge. in the market to buy from them. (b) Magazines Magazines are a periodical publication containing articles and illustrations, often on a particular subject aimed at a particular readership. Magazines are generally categorised into consumer or trade. Consumer magazines cover a wide range of interests including sports, hobbies, fashion, health, current affairs and local topics. Many business and trade magazines provide coverage of specific industries, such as finance or electronics. Others cover cross-industry topics such as communications or human resources, while others still focus on job-specific areas such as publications for executives, marketing professionals or engineers. Popular magazines can be good sources for articles on recent events while others offer more in-depth articles on a wider range of subjects. These articles are geared towards readers who, although not experts, are knowledgeable about the issues presented. A more comprehensive categorisation of magazines covers the folowing industry sectors:
(i) Consumer magazines (general and specialist).
(ii) Trade, business and B2B magazines.
(iii) Customer publishing, contract publishing and custom publishing.
(iv) Newspaper supplements.
A magazine normally offers advertisers extensive choices of readership and frequency. Publishing frequency is typically weekly, monthly or quarterly. As with newspapers, advertisers can take advertising spaces from classified advertisements to full page advertisements in black and white or colour. Table 4.2 explains the strength and limitation for magazines. Table 4.2: Strength and Limitation of Magazines Strength Limitation ? High reader involvement More ? Long lead times (30 to 60 days): attention will be paid to Takes a long time to publish and advertisement which means high needs long planning time. reader involvement. ? Niche audiences Able to target lifestyle as well as demographics. ? More targeted circulation Advertisers can place advertisements in magazines read primarily by buyers of product or service. ? Higher reproduction quality ? Permits better photo reproduction and full colour ads. (c) Newsletters Similar to magazines, newsletters are serials or periodicals that are published on a regular schedule for an indefinite period of time. A newsletter contains news of interest chiefly to a special group mostly covering one main topic. While most newsletters are circulated for free, some have to be subscribed to.
The general purposes of newsletter publications are for the following:
(i) Information sources;
(ii) Promotion and marketing activities;
(iii) Political campaigns; and
(iv) Social causes. (d) Leaflets A leaflet is a printed piece of paper which is normally distributed as a promotional material. It is also called flier, circular or handbill. Normally used by small organisations, a leaflet is printed inexpensively but it can be a very efficient tool for publicity, promotion and it can help in generating businesses. Depending on the kinds of audience, leaflets can be distributed anywhere to anyone at anytime. You can normally see them pasted on the wall, in exhibition and trade fairs or at points of purchase. They are also distributed in the neighbourhood, at local events, parties and gatherings. To attract peopleÊs attention, leaflets should be designed attractively. (e) Directories A directory is a print publication or website listing individuals or organisations alphabetically or thematically with details such as names, addresses and telephone numbers. Directory advertising gives the consumer information needed to make a purchase. A major consideration with a directory advertisement is where to place it, which primarily depends on the directory (or category) under which businesses choose to locate their advertisements. Central to this choice are the products or services that the company wishes to emphasise. The advertising copy should complement the directory, indicating the main products and services for sale, so that the advertisements will emerge from the similar looking advertisements that surround it. (f) Brochures A brochure, also known as a pamphlet, is a kind of booklet that contains the details of the company or organisation. It generally consists of two or three folds of glossy and colourful sheets with attractive presentations. Generally, brochures are for takeaways and they are distributed in exhibitions or shops in which particulars of the product or service of the company are provided along with communication details. It is necessary that brochure contains all the required details of the product or service with terms and conditions along with the charges. They are mostly distributed by hand, sent by mail or you may find them at brochure racks as well.
(g) Posters According to the American Society of Archivists (Pearce-Moses, 2015), a poster is a printed illustration, usually containing textual or graphic elements on a large sheet, designed to be affixed to a wall or other vertical surfaces. Generally presenting messages, slogans or logos, posters are often mass-produced and publicly displayed. It is used for advertising brands in exhibitions, giving out the names of products or services that are being provided. It is also to advertise or promote something, to attract attention to events, activities, causes, goods, or services, to convey information or to communicate a message. Posters are mostly displayed at a height and are made attractive so as to catch the attention of the passersby and make an immediate impression from a distance. The text as well as graphics is in a large size so that the message is seen from far. Communication details are an important part of posters. While posters may also be purely decorative, they serve many purposes, including political, educational, commercial, propaganda and artistic as well as advertising purposes. 4.1.2 Components of Print Advertisement A print advertisement consists of several components including a headline, copy slogan and signature. Additional elements commonly found in a print advertisement are subheadings, disclosures and illustrations. Let us examine each component (Ladd, n.d). (a) Headline A headline is a phrase that aims to attract and capture attention. It is normally placed at the top of a text or copy so that it can be read first. In a print advertisement, a headline is considered the most important element. If a headline fails to attract the readerÊs attention, the entire advertisement will go unnoticed. A good headline needs to do the following: (i) Grab readersÊ attention; (ii) Communicate a message; and (iii) Persuade readers to read more into the copy. A good headline also promises a benefit to the audience. It is a quick way to learn about the offerings and benefits of a company or product. Some guidelines suggest that a headline should contain 5 to 15 words, presented as a statement, question, news alert or warning. (b) Subhead A subhead is an additional phrase that comes immediately after the main headline. It provides a good frame for the context and it draws the reader further into the advertisement. Subheads can be slightly longer than headings because they expand on the heading. A subhead can also act as a break between the headline and the body copy to make it easier for the reader to skim the advertisement for pertinent information. (c) Body Copy The message of a body copy should do the following for the readers: interest, explain, enlighten and benefit. It must be able to persuade readers to be interested in looking into the product. A body copy may also explain the product features, key benefits and other supporting facts. A good body copy should try to help readers remember the product's name and why they are interested in it. In many research studies, it was often found that people remember an advertisement, but are unable to remember which product or brand of product it advertised. Therefore, a good copy should create a memorable image of the product in the minds of readers. It is normally suggested that the body copy should be as short as possible using no more than four to six lines of type. (d) Slogans A slogan consists of catchy, smart phrases and expressions or series of words to help consumers remember a brand or a product. A slogan is a form of recognition for the marketing communication image and it is created to be used in the marketing efforts in the hopes that readers and consumers will remember it. In some advertisements, slogans are used as headlines and as a headline, slogans should grab attention, establish the theme and set the tone of what follows. Slogans may also be used as a signoff where they strengthen and confirm what has gone before. In some advertisements, the slogan may be the only content.
(e) Signature A signature is usually placed near the bottom of the advertisement. It consists of one or more of the following: logo, name of advertiser, address, phone number, website address, location in a map or driving address. (f) Visuals Visuals play an important role in a display advertisement to draw readerÊs attention. There are various types of visual elements used in advertisements such as the following: (i) Photographs; (ii) Hand-drawn illustrations; and (iii) Graphic-designed imagery. In many display advertisements, visual elements such as photographs and illustrations are used in order to draw attention to the advertisement. Research indicates that 70 per cent of readers only look at the visual in an advertisement, whereas only 30 per cent will read the headline. Therefore, incorporating a visual into advertisement design will help expose the advertisement to twice as many viewers. (g) Disclosures, Terms or Conditions Disclosures and Terms or Conditions are often referred to as the fine print located at the bottom of an advertisement. Other fine print includes warranties, options, incentives, expiration dates or financing terms. When advertisement includes special stipulations to the sale, all disclosures, terms or conditions should be included in your advertisements.
SELF-CHECK 4.1
1. Define the following print media:
(a) Brochure; (b) Directory; (c) Newsletter; (d) Magazine; (e) Posters; and (f) Leaflets.
2. What is the main strength and weakness of the following media as far as advertising is concerned? (a) Newspaper; and (b) Magazine. 3. Explain the following items in terms of newspaper advertising: (a) Size; (b) Frequency; (c) Audience; and (d) Distribution. 4.2 COPYWRITING Copywriting is the process of writing advertising promotional materials with the purpose of persuading the reader to perform an action such as to subscribe to a certain viewpoint, to change ideas about something or to buy a product. The purpose may also be to dissuade a reader from a particular belief or action. This text in the advertisement is known as „copy‰. Copywriting may include body copy, headlines, slogans, jingle lyrics, television or radio commercial scripts or other materials incorporated into the advertising media such as press releases, mail-order catalogues, website content, brochure content and other promotional texts. Copywriting should not be confused with „copyright‰. Copyright means an individual or organisation has the exclusive legal right to reproduce, publish, sell or distribute someoneÊs creative work such as advertising design, books, photography, music or artistic items. The purpose of a copyright is to protect that material and prevent illegal use of it by unauthorised agents. Today, copywriting is a more critical skill to master. Consumers are now better educated and more sceptical. They have faster access to product facts and pricing for comparative shopping. There are more products and brands to choose from than ever before, and also more advertising messages competing for our attention. A copywriter is the person who creates the text for advertisements, promotional brochures and other public relations communications. It is important for copywriters to be skilled with language and very familiar with the industry of the product they are promoting. Knowledge of existing advertising campaigns, including historic campaigns produced by an employer is also important to help a copywriter set a new tone or direction while avoiding past mistakes. Copywriters work as part of a team to develop promotional materials. The copywriter also works closely with the client and other people to generate ideas. A copywriter is often referred to as „a salesman in print‰. This is because the goal of advertising is not to be liked, to entertain, or to win advertising awards. It is to sell products. 4.2.1 Writing Headlines Ogilvy (2011), author of Confessions of an Advertising Man, says that the headline is the most important element in most advertisements. Advertising experts agree that an attention-getting headline is the key ingredient in a successful advertisement. It was found that on average, five times as many people read the headline as the body copy. Table 4.3 explains the roles of a headline.
Table 4.3: Roles of Headline
Role Description Get attention
One of the headlineÊs best tools for getting attention is to appeal to the readerÊs self-interest or to give news. Select the audience The headline needs to be specific enough to screen your viewers. It needs to tell the reader if the advertisement is for them. Deliver a complete Many more people will read your headlines than will read the message complete article; the headline can be used to deliver a complete message. Draw the reader into As the most important element in advertisement, and as the body copy getting attention is the key ingredient in a successful advertisement, headlines must be able to draw the reader into the body text. The ways to draw someone a story usually involve humour, intrigue or the desire to find out more: curiosity. This can be done by asking a question or by making a promise of useful information. 4.2.2 Types of Headlines The words of the headline are the most critical words of any advertising content. It can be said that a good advertisement depends on a good headline. Based on research, it was found that on average eight of ten people will read a headline, while only 20 per cent will go on to read the rest of the copy while on the Web, we have three to eight seconds to capture the reader's attention before they decide to continue reading or move on. Regardless which style, type or formula you use, the key is to write a headline that appeals to peopleÊs self-interest or that gives news. An advertising expert once sumarised: "Every headline has one job. It must stop your prospects with a believable promise".
According to Bly (2005), the main types of headlines are as follows: (a) Direct Headlines Direct headlines state the selling proposition directly, with no wordplay, hidden meanings or puns. They do not try to be clever. They simply state a benefit. (b) Indirect Headlines These types of headlines are used to raise the audience's curiosity. They pull the audience in, and the body copy fills in the rest of the information. Indirect headlines use puns, double-meanings, plays on words, figures of speech, metaphors and symbolism.
(c) News Headlines If you have news about your product, announce it in the headline. This news can be the introduction of a new product, an improvement of an existing product ("new, improved formula") or a new application for an old product.
(d) How-to Headlines Many advertising writers claim if you begin with how-to, you cannot write a bad headline. How-to headlines offer the promise of solid information, sound advice and solutions to problems. The words "how-to" are common in advertising headlines, magazine articles and book titles.
(e) Question Headlines The question headline asks a question that the reader can empathise with or would like to see answered. It is something the audience actually wants answered. The body copy must not only answer just enough to satisfy the audience, but also keep them interested enough to follow through such as to call the phone number, visit the website or buy the product.
(f) Command Headlines This headline tells readers what to do. It encourages action by offering readers a benefit which will help them. The command headlines normally start out with action verbs. Command headlines generate sales by telling the prospects what to do.
(g) Reason-why Headlines These headlines highlight the product or services benefits immediately. The copy will usually have a list of the features and benefits. One easy and effective way of writing body copy is actually to list the sales features of product in simple 1-2-3 or in bullet fashion. (h) Testimonial Headlines Testimonials offer proof that a product satisfies its customers. Good testimonial copy uses the customerÊs own words as much as possible and it does not necessary to polish his or her statements because a natural, conversational tone adds believability to the testimonial. In a testimonial advertisement, the customers do the selling for the advertiser. 4.2.3 Writing Body Copy Body copy is the main text part of an advertisement or any printed matter. It is distinct from the logo, headline, subheadings, pictures and graphics that provide the content of the communication. Body copy is the wording or text of an advertisement, excluding the logo, subscript material, headline or image. Body copy typically contains most of the sales message. If these are poorly presented, the success of the entire promotion is at risk. Body copy is what really sells a product. It contains the details that direct the audience to act, provides product details and stresses how the product will benefit the customer. This text uses emotional and rational appeal to create a desire for the product. Sometimes, body copy purposefully uses unique linguistic forms to attract attention and to be memorable but easily understood. It commonly imitates spoken words, so that the wording has a more intimate feel for the reader. Many body copy sentences usually contain the word „you‰, use an active voice, exciting verbs in imperative form and colloquial vocabulary. This style of writing imitates personal communication between a company and its customer. Good body copy texts use clear writing that is appropriately directed to the intended audience. They eliminate distracting errors and confusing words. They also present linguistic professionalism with the use of appropriate spelling, grammar and punctuation while avoiding obscure words, complicated sentences, redundancies and overwriting. Following these conventions may seem elementary, but will make writing clearer and easier to understand. Successful writers use plain language, a style of writing that ensures clear and accurate communication.
By using plain language such as plain English or plain Malay, does that mean the copy should not be creatively written? No. On the contrary, the words should be interesting, even entertaining, to read. However, the primary objective is to communicate the sales messages in a way that is understandable and meaningful to the target audience. The need to be creative should not override clear communication.
SELF-CHECK 4.2 Read the headline samples given and identify which type it belongs to: Headline Sample Headline Type Now You Can Fly For Free Get Up to 20 per cent Off Stop Your Cough in 30 minutes Are you tired of the same family vacation? New Diet Burns Off More Fat Than If You Ran 98 Miles a Week Fun and Easy Way to Earn RM500 Per Week From Home Book the Lowest Fares Now Fly Now With the WorldÊs Best Too Hard To Switch Banks? 4.3 WRITING EFFECTIVE PRINT ADVERTISEMENT The techniques used in different advertising situations are important. They may be different due to the different situations. For example different advertising objectives may need different ways of expression as far as the copy is concerned. However, the basics of good print advertising are quite the same no matter what medium you are writing for. Advertising is communication intended to inform, educate, persuade and remind individuals of a product or business. For a copy to convince the consumer to buy the product, it must do three things according to Bly (2005) as follows: (a) Get attention; (b) Communicate; and (c) Persuade. Effective advertising reaches potential customers and informs them of your products or services. Ideally, advertising should capture the prospective customersÊ attention and entice them to use your product.
ACTIVITY 4.3 1. Give examples of the following ways of getting attention: Strategy Example Call-to-action Speaking to your audience Stirring up some emotion. Offer something of value Use of testimonial Use of reason-why copy 2. Consider the following ways to attract attention in your advertisement. Explain each strategy. Strategy Explanation Making advertisements relatable Making advertisements pleasurable Making advertisements surprising Advertising is a way of marketing and promoting a product, service in order to increase sales or make the customers aware of the products or services. Until a customer deals with the advertiser directly and actually buys the products or services, advertising may help to form their first impressions of the product. Knowing how to successfully increase sales through advertising depends on two factors, namely the message and the medium. A good message passed through a bad medium does nothing for you, since your target market will not receive the message. Selecting appropriate media but passing bad messages is not any better because, even though the target audience might see the message, they will not be interested (Bly, 2005). A good message therefore, should be: (a) Clear and not misleading; (b) Easily understood by the target audience; (c) Specific to the product or service to show how it is different from the competition; and (d) Attractive so that it can respond to customer motivation. Here is one common guideline to increase sales through print advertisement for you to observe and ponder. Another common guideline is on how to write effective headlines. Increase Sales through Print Advertisement Print advertising continues to be part of the marketing mix, but how do you ensure your advertisements are being read when they are competing with hundreds of others plus the publicationÊs editorial copy? No matter how technical your product or service, you can attract readers, get your message across and increase sales by keeping in mind the following four rules when creating print ads:
(a) Use Simple Layouts: The most effective ads tend to be relatively simple. Headlines must be short, powerful and to the point where the image must tell the story quickly.
(b) Keep Body Copy Legible: When designing your ads, steer away from the following common errors:
(i) Using large blocks of intimidating print. (ii) Placing copy over a „busy‰ image. (iii) Using a sans serif versus serif font. Some experts say that more than five times as many readers are likely to show better comprehension when a serif font is used versus a sans serif font. (c) Design Ads with Optimal „Flow‰: We read from top to bottom and left to right. It has been researched that the eyes fall naturally to the top left corner of a page and then move across and down. Ads that make the reader fight this natural tendency lowers comprehension by almost 50 per cent. (d) Answer the Question: „WhatÊs In It For Me?‰: According to a study by Starch in 2002, many advertisements simply do not answer the basic question, „What is in it for me?‰ When writing advertisement copy, be specific. Explain how your product or service will benefit your reader. Eliminate technical jargon even if you think your reader understands it and downplay hype such as „industry leader‰, „leading edge,‰ „the best‰, etc. Proper design elements that aid reader comprehension and benefit-driven copy will help you get your message across clearly and increase sales in the process. Source: Adapted from Huff (n.d.) Writing Effective Headlines The "4 U's" copywriting formula
(a) Urgent: Urgency gives the reader a reason to act now instead of later. For instance, „Make $100,000 working from home this year‰ has a greater sense of urgency than „Make $100,000 working from home.‰ A sense of urgency can also be created with a time-limited special offer, such as a discount or premium if you order by a certain date. (b) Unique: The powerful headline either says something new, or if it says something the reader has heard before, says it in a new and fresh way. For example, „Why Japanese women have beautiful skin‰ was the headline in an e-mail promoting a Japanese bath kit. This is different than the typical „Save 10 per cent on Japanese Bath Kits.‰ (c) Ultra-specific: Boardroom, a newsletter publisher, is the absolute master of ultra-specific bullets, known as „fascinations,‰ that tease the reader into reading further and ordering the product. Examples: „What never to eat on an airplane,‰ „Bills ? it is okay to pay late,‰ and „Best time to file for a tax refund.‰ (d) Useful: The strong subject line appeals to the readerÊs self-interest by offering a benefit. In the headline, „An Invitation to Ski & Save,‰ the benefit is saving money. Source: Bly (2005)
ACTIVITY 4.4
According to Bly (2005), "The goal of advertising is not to be liked, to entertain, or to win advertising awards; it is to sell products". The advertiser, if he is smart, does not care whether people like his commercials or are entertained or amused by them. If they are, fine. But, commercials are a means to an end, and the end is increased sales and profits for the advertiser. This is a simple and obvious thing, but the majority of copywriters and advertising professionals seem to ignore it. They produce artful ads, stunningly beautiful catalogues and commercials whose artistic quality rivals the finest feature films. But they sometimes lose sight of their goals more sales and the fact that they are „salespeople behind typewriters‰, and not literary artists, entertainers, or filmmakers. Being artistic in nature, advertising writers naturally like ads that are aesthetically pleasing, as do advertising artists. But just because an ad is pretty and pleasant to read does not necessarily mean it will persuade people to buy the product. Sometimes cheaply produced ads, written simply and directly without a lot of fluff, do the best job of selling. Based on the statement earlier: (a) What do you understand by artful advertisements? (b) Advertisements are artistic in nature. Can artistic advertisements be persuasive at the same time? (c) How can a cheap, unartistic advertisement sell a product?
Print media is one of the oldest forms of advertising. It is a medium through which printed matter is disseminated to the audience. Print media can be classified into various types: newspapers, magazines, newsletters, leaflets, directories, brochures and posters. Print continues to be an ideal advertising medium. Each type of print media has their own unique quality and role in their readersÊ lives. For newspapers, they become part of their readersÊ day as they educate and inform with credibility and trust, while magazines create engagement through entertaining content. Direct mail uses its ability to gain access to peopleÊs homes and lives to deliver a targeted sales message, while catalogues provide inspiration for customers before leading them online to make the purchase. A print advertisement consists of several components including a headline, copy slogan and signature. Additional elements commonly found in a print advertisement are subheadings, disclosures and illustrations. Copywriting is the process of writing advertising promotional materials with the purpose of persuading the reader to perform an action such as to subscribe to a certain viewpoint, to change ideas about something or to buy a product. The text in the advertisement is known as „copy‰. Copywriting may include body copy, headlines, slogans, jingle lyrics, television or radio commercial scripts or other materials incorporated into the advertising media. The techniques used in different advertising situations are important to be sure. Advertising experts agree that an attention-getting headline is the key ingredient in a successful advertisement. It was found that on average, five times as many people read the headline as the body copy.
In order to increase sales through advertising, the message must be well thought out because it conveys what the product is about to all of the customers. A good message should be clear and not misleading. It has to be easily understood by the target audience. Advertising is communication intended to inform, educate, persuade and remind individuals of a product or business. For a copy to convince the consumer to buy the product, it must achieve its objective in getting attention, communicating and persuading.
Body copy
Direct headlines
Command headlines
Slogan
Copywriting
LEARNING OUTCOMES
By the end of this topic, you should be able to:
1. Analyse the types of print media advertising and their strengths and limitations;
2. Identify the components of print advertisement;
3. Explain the elements of copywriting; and
4. Discuss some of the main strategies to write effective print advertisements. ?
INTRODUCTION „I have learned that you canÊt have good advertising without a good client and that you canÊt keep a good client without good advertising‰. (Burnett, 1961) Today, print advertising is considered to be a less effective marketing tool than before due to the easier accessibility of the Internet. Many companies and businesses are now migrating to the Web in their marketing communication efforts. However, print advertising can still be an effective marketing material when a proper strategy is planned and developed.
This topic focuses on understanding the print media and the creative strategy of print advertising. Special attention is given to the advertisementÊs copy, layout and other design considerations. When done correctly, print advertising can be effective in a way that it will be able to achieve the following objectives; grab a readerÊs attention, appeal to their needs, communicate companyÊs unique advantage and motivate readers to take action. The concern is for the advertising strategy to properly fomulated and implemented and the objective to be achieved.
ACTIVITY 4.1 A Pan-European survey of 700 consumers in 13 countries conducted in 2014 about their media usage and their attitude towards advertising showed that consumers trust advertising in print media more than other media. When asked: 1. How much trust they attach to advertising in the various media, consumers gave magazines and newspapers a score of 63 per cent, television 41 per cent and Internet 25 per cent. 2. About the role of advertising in purchase decision making, almost 7 out of 10 said advertising in magazines and newspapers is most important to support purchase decisions. Although advertisers are shifting budgets towards digital channels, why do you think consumers continue to have the highest trust in print and continue to refer to advertisements in magazines and newspapers as a great source of information to support their purchase decisions?
4.1 THE PRINT MEDIA The world is moving into digital media so it is very likely that marketing communication, in terms of advertising, will mostly be executed online. Is print then becoming irrelevant? Is print dying? This is a question that has been buzzing around the marketing world since the rapid surge of the Internet and social media. Many companies and businesses have completely migrated to the Web in their advertising efforts because of several reasons such as cost effectiveness, exposure potential and convenience.
Due to this trend, print advertising today is considered to be a less attractive and less effective marketing tool than before compared to other media. This is because consumers get information from so many forms of media. However, this is certainly not true. Print still maintains its position as a powerful and important component of a marketing communication campaign. Print advertising can be effective if the message reaches its target audience. Companies who clearly understand their target market and how to reach them continue to include print advertising as part of an overall marketing strategy. People still have an amount of trust in the print media advertising. Among the reasons are as follows: (a) Credibility Print media is considered to be more credible due to its sense of legitimacy. While the presence of Internet advertising such as banner ads and pop-ups can be overwhelming, there is a great fear of spam and viruses which could strike the virtual world. In print media, such danger is nonexistent. (b) Commitment Print media especially newspapers and magazines is still measured to be a more genuine source for any kind of information. The print media are particularly committed to small and big businesses to place their classified advertisements. (c) Tangibility Hardcopy and printed documents such as newspapers and magazines are tangible and proven to be available for a long time. This is in contrast with the Internet where information, documents and messages such as advertisements can disappear into cyber space instantaneously. (d) Branding Print advertising is an excellent tool in strengthening brand identity. In terms of typography, graphics, colours and other design elements, print advertising is consistent aesthetically in establishing brand recognition. (e) Niche Audience Another reason is that print media such as magazines can effectively reach niche audiences that may be more difficult to target on the Internet. Also, consumers are more engaged when reading printed document, in contrast with websites, where reading is often done by skimming. A study has indicated that we read texts on a digital screen at a much slower pace than on printed paper.
ACTIVITY 4.2 Many companies and businesses have completely migrated to the Web in their marketing efforts because of the following factors: cost effectiveness, exposure potential and convenience. 1. Explain each factor mentioned earlier and how the migration has affected print media. 2. Identify other reasons of factors contributing towards the migration. 4.1.1 Types of Print Advertisements Print media is one of the oldest forms of advertising. It is a medium through which printed matter is disseminated to the audience. Print media can be classified into various types including newspapers, magazines, newsletters, leaflets, directories, brochures and posters. (a) Newspapers There are four basic criteria to consider when deciding upon which newspaper to advertise in: (i) Distribution; (ii) Frequency; (iii) Size; and (iv) Audience. In terms of distribution, newspapers can be categorised into local, regional or national titles and in frequency they are published either daily, weekly or in Sunday editions. The size of a newspaper is measured through their circulation and readership while the content of a typical newspaper is divided into various segments containing current events, sports, food, entertainment, fashion, finances, politics, advertisements, informative articles and so on. Advertisers can buy different sizes of advertising space, from small classified advertisements with text only, to display advertisements featuring text, photographs, illustrations and graphics in sizes up to a full page or even a double-page spread.
Table 4.1 explains the strength and limitation of newspapers.
Table 4.1: Strength and Limitation of Newspapers Strength Limitation ? Can reach more people at a lower ? Cluttered environment when cost. advertisements compete for ? Consumers can spend as much time attraction with many other advertisements. with an advertisement as they like. ? Newspapers come out daily or ? Poor reproduction quality which weekly so advertising message can limits ability to run high quality be changed frequently. images and messages. ? The size, shape and placement of ad ? Not everyone who gets the paper sees advertisements. can be controlled to ensure better results. ? Short shelf-life. ? Newspaper production departments ? Wasted circulation when advertisers are available to help in order to are paying to send messages to produce advertisements at no people who will probably never be charge. in the market to buy from them. (b) Magazines Magazines are a periodical publication containing articles and illustrations, often on a particular subject aimed at a particular readership. Magazines are generally categorised into consumer or trade. Consumer magazines cover a wide range of interests including sports, hobbies, fashion, health, current affairs and local topics. Many business and trade magazines provide coverage of specific industries, such as finance or electronics. Others cover cross-industry topics such as communications or human resources, while others still focus on job-specific areas such as publications for executives, marketing professionals or engineers. Popular magazines can be good sources for articles on recent events while others offer more in-depth articles on a wider range of subjects. These articles are geared towards readers who, although not experts, are knowledgeable about the issues presented. A more comprehensive categorisation of magazines covers the folowing industry sectors:
(i) Consumer magazines (general and specialist).
(ii) Trade, business and B2B magazines.
(iii) Customer publishing, contract publishing and custom publishing.
(iv) Newspaper supplements.
A magazine normally offers advertisers extensive choices of readership and frequency. Publishing frequency is typically weekly, monthly or quarterly. As with newspapers, advertisers can take advertising spaces from classified advertisements to full page advertisements in black and white or colour. Table 4.2 explains the strength and limitation for magazines. Table 4.2: Strength and Limitation of Magazines Strength Limitation ? High reader involvement More ? Long lead times (30 to 60 days): attention will be paid to Takes a long time to publish and advertisement which means high needs long planning time. reader involvement. ? Niche audiences Able to target lifestyle as well as demographics. ? More targeted circulation Advertisers can place advertisements in magazines read primarily by buyers of product or service. ? Higher reproduction quality ? Permits better photo reproduction and full colour ads. (c) Newsletters Similar to magazines, newsletters are serials or periodicals that are published on a regular schedule for an indefinite period of time. A newsletter contains news of interest chiefly to a special group mostly covering one main topic. While most newsletters are circulated for free, some have to be subscribed to.
The general purposes of newsletter publications are for the following:
(i) Information sources;
(ii) Promotion and marketing activities;
(iii) Political campaigns; and
(iv) Social causes. (d) Leaflets A leaflet is a printed piece of paper which is normally distributed as a promotional material. It is also called flier, circular or handbill. Normally used by small organisations, a leaflet is printed inexpensively but it can be a very efficient tool for publicity, promotion and it can help in generating businesses. Depending on the kinds of audience, leaflets can be distributed anywhere to anyone at anytime. You can normally see them pasted on the wall, in exhibition and trade fairs or at points of purchase. They are also distributed in the neighbourhood, at local events, parties and gatherings. To attract peopleÊs attention, leaflets should be designed attractively. (e) Directories A directory is a print publication or website listing individuals or organisations alphabetically or thematically with details such as names, addresses and telephone numbers. Directory advertising gives the consumer information needed to make a purchase. A major consideration with a directory advertisement is where to place it, which primarily depends on the directory (or category) under which businesses choose to locate their advertisements. Central to this choice are the products or services that the company wishes to emphasise. The advertising copy should complement the directory, indicating the main products and services for sale, so that the advertisements will emerge from the similar looking advertisements that surround it. (f) Brochures A brochure, also known as a pamphlet, is a kind of booklet that contains the details of the company or organisation. It generally consists of two or three folds of glossy and colourful sheets with attractive presentations. Generally, brochures are for takeaways and they are distributed in exhibitions or shops in which particulars of the product or service of the company are provided along with communication details. It is necessary that brochure contains all the required details of the product or service with terms and conditions along with the charges. They are mostly distributed by hand, sent by mail or you may find them at brochure racks as well.
(g) Posters According to the American Society of Archivists (Pearce-Moses, 2015), a poster is a printed illustration, usually containing textual or graphic elements on a large sheet, designed to be affixed to a wall or other vertical surfaces. Generally presenting messages, slogans or logos, posters are often mass-produced and publicly displayed. It is used for advertising brands in exhibitions, giving out the names of products or services that are being provided. It is also to advertise or promote something, to attract attention to events, activities, causes, goods, or services, to convey information or to communicate a message. Posters are mostly displayed at a height and are made attractive so as to catch the attention of the passersby and make an immediate impression from a distance. The text as well as graphics is in a large size so that the message is seen from far. Communication details are an important part of posters. While posters may also be purely decorative, they serve many purposes, including political, educational, commercial, propaganda and artistic as well as advertising purposes. 4.1.2 Components of Print Advertisement A print advertisement consists of several components including a headline, copy slogan and signature. Additional elements commonly found in a print advertisement are subheadings, disclosures and illustrations. Let us examine each component (Ladd, n.d). (a) Headline A headline is a phrase that aims to attract and capture attention. It is normally placed at the top of a text or copy so that it can be read first. In a print advertisement, a headline is considered the most important element. If a headline fails to attract the readerÊs attention, the entire advertisement will go unnoticed. A good headline needs to do the following: (i) Grab readersÊ attention; (ii) Communicate a message; and (iii) Persuade readers to read more into the copy. A good headline also promises a benefit to the audience. It is a quick way to learn about the offerings and benefits of a company or product. Some guidelines suggest that a headline should contain 5 to 15 words, presented as a statement, question, news alert or warning. (b) Subhead A subhead is an additional phrase that comes immediately after the main headline. It provides a good frame for the context and it draws the reader further into the advertisement. Subheads can be slightly longer than headings because they expand on the heading. A subhead can also act as a break between the headline and the body copy to make it easier for the reader to skim the advertisement for pertinent information. (c) Body Copy The message of a body copy should do the following for the readers: interest, explain, enlighten and benefit. It must be able to persuade readers to be interested in looking into the product. A body copy may also explain the product features, key benefits and other supporting facts. A good body copy should try to help readers remember the product's name and why they are interested in it. In many research studies, it was often found that people remember an advertisement, but are unable to remember which product or brand of product it advertised. Therefore, a good copy should create a memorable image of the product in the minds of readers. It is normally suggested that the body copy should be as short as possible using no more than four to six lines of type. (d) Slogans A slogan consists of catchy, smart phrases and expressions or series of words to help consumers remember a brand or a product. A slogan is a form of recognition for the marketing communication image and it is created to be used in the marketing efforts in the hopes that readers and consumers will remember it. In some advertisements, slogans are used as headlines and as a headline, slogans should grab attention, establish the theme and set the tone of what follows. Slogans may also be used as a signoff where they strengthen and confirm what has gone before. In some advertisements, the slogan may be the only content.
(e) Signature A signature is usually placed near the bottom of the advertisement. It consists of one or more of the following: logo, name of advertiser, address, phone number, website address, location in a map or driving address. (f) Visuals Visuals play an important role in a display advertisement to draw readerÊs attention. There are various types of visual elements used in advertisements such as the following: (i) Photographs; (ii) Hand-drawn illustrations; and (iii) Graphic-designed imagery. In many display advertisements, visual elements such as photographs and illustrations are used in order to draw attention to the advertisement. Research indicates that 70 per cent of readers only look at the visual in an advertisement, whereas only 30 per cent will read the headline. Therefore, incorporating a visual into advertisement design will help expose the advertisement to twice as many viewers. (g) Disclosures, Terms or Conditions Disclosures and Terms or Conditions are often referred to as the fine print located at the bottom of an advertisement. Other fine print includes warranties, options, incentives, expiration dates or financing terms. When advertisement includes special stipulations to the sale, all disclosures, terms or conditions should be included in your advertisements.
SELF-CHECK 4.1
1. Define the following print media:
(a) Brochure; (b) Directory; (c) Newsletter; (d) Magazine; (e) Posters; and (f) Leaflets.
2. What is the main strength and weakness of the following media as far as advertising is concerned? (a) Newspaper; and (b) Magazine. 3. Explain the following items in terms of newspaper advertising: (a) Size; (b) Frequency; (c) Audience; and (d) Distribution. 4.2 COPYWRITING Copywriting is the process of writing advertising promotional materials with the purpose of persuading the reader to perform an action such as to subscribe to a certain viewpoint, to change ideas about something or to buy a product. The purpose may also be to dissuade a reader from a particular belief or action. This text in the advertisement is known as „copy‰. Copywriting may include body copy, headlines, slogans, jingle lyrics, television or radio commercial scripts or other materials incorporated into the advertising media such as press releases, mail-order catalogues, website content, brochure content and other promotional texts. Copywriting should not be confused with „copyright‰. Copyright means an individual or organisation has the exclusive legal right to reproduce, publish, sell or distribute someoneÊs creative work such as advertising design, books, photography, music or artistic items. The purpose of a copyright is to protect that material and prevent illegal use of it by unauthorised agents. Today, copywriting is a more critical skill to master. Consumers are now better educated and more sceptical. They have faster access to product facts and pricing for comparative shopping. There are more products and brands to choose from than ever before, and also more advertising messages competing for our attention. A copywriter is the person who creates the text for advertisements, promotional brochures and other public relations communications. It is important for copywriters to be skilled with language and very familiar with the industry of the product they are promoting. Knowledge of existing advertising campaigns, including historic campaigns produced by an employer is also important to help a copywriter set a new tone or direction while avoiding past mistakes. Copywriters work as part of a team to develop promotional materials. The copywriter also works closely with the client and other people to generate ideas. A copywriter is often referred to as „a salesman in print‰. This is because the goal of advertising is not to be liked, to entertain, or to win advertising awards. It is to sell products. 4.2.1 Writing Headlines Ogilvy (2011), author of Confessions of an Advertising Man, says that the headline is the most important element in most advertisements. Advertising experts agree that an attention-getting headline is the key ingredient in a successful advertisement. It was found that on average, five times as many people read the headline as the body copy. Table 4.3 explains the roles of a headline.
Table 4.3: Roles of Headline
Role Description Get attention
One of the headlineÊs best tools for getting attention is to appeal to the readerÊs self-interest or to give news. Select the audience The headline needs to be specific enough to screen your viewers. It needs to tell the reader if the advertisement is for them. Deliver a complete Many more people will read your headlines than will read the message complete article; the headline can be used to deliver a complete message. Draw the reader into As the most important element in advertisement, and as the body copy getting attention is the key ingredient in a successful advertisement, headlines must be able to draw the reader into the body text. The ways to draw someone a story usually involve humour, intrigue or the desire to find out more: curiosity. This can be done by asking a question or by making a promise of useful information. 4.2.2 Types of Headlines The words of the headline are the most critical words of any advertising content. It can be said that a good advertisement depends on a good headline. Based on research, it was found that on average eight of ten people will read a headline, while only 20 per cent will go on to read the rest of the copy while on the Web, we have three to eight seconds to capture the reader's attention before they decide to continue reading or move on. Regardless which style, type or formula you use, the key is to write a headline that appeals to peopleÊs self-interest or that gives news. An advertising expert once sumarised: "Every headline has one job. It must stop your prospects with a believable promise".
According to Bly (2005), the main types of headlines are as follows: (a) Direct Headlines Direct headlines state the selling proposition directly, with no wordplay, hidden meanings or puns. They do not try to be clever. They simply state a benefit. (b) Indirect Headlines These types of headlines are used to raise the audience's curiosity. They pull the audience in, and the body copy fills in the rest of the information. Indirect headlines use puns, double-meanings, plays on words, figures of speech, metaphors and symbolism.
(c) News Headlines If you have news about your product, announce it in the headline. This news can be the introduction of a new product, an improvement of an existing product ("new, improved formula") or a new application for an old product.
(d) How-to Headlines Many advertising writers claim if you begin with how-to, you cannot write a bad headline. How-to headlines offer the promise of solid information, sound advice and solutions to problems. The words "how-to" are common in advertising headlines, magazine articles and book titles.
(e) Question Headlines The question headline asks a question that the reader can empathise with or would like to see answered. It is something the audience actually wants answered. The body copy must not only answer just enough to satisfy the audience, but also keep them interested enough to follow through such as to call the phone number, visit the website or buy the product.
(f) Command Headlines This headline tells readers what to do. It encourages action by offering readers a benefit which will help them. The command headlines normally start out with action verbs. Command headlines generate sales by telling the prospects what to do.
(g) Reason-why Headlines These headlines highlight the product or services benefits immediately. The copy will usually have a list of the features and benefits. One easy and effective way of writing body copy is actually to list the sales features of product in simple 1-2-3 or in bullet fashion. (h) Testimonial Headlines Testimonials offer proof that a product satisfies its customers. Good testimonial copy uses the customerÊs own words as much as possible and it does not necessary to polish his or her statements because a natural, conversational tone adds believability to the testimonial. In a testimonial advertisement, the customers do the selling for the advertiser. 4.2.3 Writing Body Copy Body copy is the main text part of an advertisement or any printed matter. It is distinct from the logo, headline, subheadings, pictures and graphics that provide the content of the communication. Body copy is the wording or text of an advertisement, excluding the logo, subscript material, headline or image. Body copy typically contains most of the sales message. If these are poorly presented, the success of the entire promotion is at risk. Body copy is what really sells a product. It contains the details that direct the audience to act, provides product details and stresses how the product will benefit the customer. This text uses emotional and rational appeal to create a desire for the product. Sometimes, body copy purposefully uses unique linguistic forms to attract attention and to be memorable but easily understood. It commonly imitates spoken words, so that the wording has a more intimate feel for the reader. Many body copy sentences usually contain the word „you‰, use an active voice, exciting verbs in imperative form and colloquial vocabulary. This style of writing imitates personal communication between a company and its customer. Good body copy texts use clear writing that is appropriately directed to the intended audience. They eliminate distracting errors and confusing words. They also present linguistic professionalism with the use of appropriate spelling, grammar and punctuation while avoiding obscure words, complicated sentences, redundancies and overwriting. Following these conventions may seem elementary, but will make writing clearer and easier to understand. Successful writers use plain language, a style of writing that ensures clear and accurate communication.
By using plain language such as plain English or plain Malay, does that mean the copy should not be creatively written? No. On the contrary, the words should be interesting, even entertaining, to read. However, the primary objective is to communicate the sales messages in a way that is understandable and meaningful to the target audience. The need to be creative should not override clear communication.
SELF-CHECK 4.2 Read the headline samples given and identify which type it belongs to: Headline Sample Headline Type Now You Can Fly For Free Get Up to 20 per cent Off Stop Your Cough in 30 minutes Are you tired of the same family vacation? New Diet Burns Off More Fat Than If You Ran 98 Miles a Week Fun and Easy Way to Earn RM500 Per Week From Home Book the Lowest Fares Now Fly Now With the WorldÊs Best Too Hard To Switch Banks? 4.3 WRITING EFFECTIVE PRINT ADVERTISEMENT The techniques used in different advertising situations are important. They may be different due to the different situations. For example different advertising objectives may need different ways of expression as far as the copy is concerned. However, the basics of good print advertising are quite the same no matter what medium you are writing for. Advertising is communication intended to inform, educate, persuade and remind individuals of a product or business. For a copy to convince the consumer to buy the product, it must do three things according to Bly (2005) as follows: (a) Get attention; (b) Communicate; and (c) Persuade. Effective advertising reaches potential customers and informs them of your products or services. Ideally, advertising should capture the prospective customersÊ attention and entice them to use your product.
ACTIVITY 4.3 1. Give examples of the following ways of getting attention: Strategy Example Call-to-action Speaking to your audience Stirring up some emotion. Offer something of value Use of testimonial Use of reason-why copy 2. Consider the following ways to attract attention in your advertisement. Explain each strategy. Strategy Explanation Making advertisements relatable Making advertisements pleasurable Making advertisements surprising Advertising is a way of marketing and promoting a product, service in order to increase sales or make the customers aware of the products or services. Until a customer deals with the advertiser directly and actually buys the products or services, advertising may help to form their first impressions of the product. Knowing how to successfully increase sales through advertising depends on two factors, namely the message and the medium. A good message passed through a bad medium does nothing for you, since your target market will not receive the message. Selecting appropriate media but passing bad messages is not any better because, even though the target audience might see the message, they will not be interested (Bly, 2005). A good message therefore, should be: (a) Clear and not misleading; (b) Easily understood by the target audience; (c) Specific to the product or service to show how it is different from the competition; and (d) Attractive so that it can respond to customer motivation. Here is one common guideline to increase sales through print advertisement for you to observe and ponder. Another common guideline is on how to write effective headlines. Increase Sales through Print Advertisement Print advertising continues to be part of the marketing mix, but how do you ensure your advertisements are being read when they are competing with hundreds of others plus the publicationÊs editorial copy? No matter how technical your product or service, you can attract readers, get your message across and increase sales by keeping in mind the following four rules when creating print ads:
(a) Use Simple Layouts: The most effective ads tend to be relatively simple. Headlines must be short, powerful and to the point where the image must tell the story quickly.
(b) Keep Body Copy Legible: When designing your ads, steer away from the following common errors:
(i) Using large blocks of intimidating print. (ii) Placing copy over a „busy‰ image. (iii) Using a sans serif versus serif font. Some experts say that more than five times as many readers are likely to show better comprehension when a serif font is used versus a sans serif font. (c) Design Ads with Optimal „Flow‰: We read from top to bottom and left to right. It has been researched that the eyes fall naturally to the top left corner of a page and then move across and down. Ads that make the reader fight this natural tendency lowers comprehension by almost 50 per cent. (d) Answer the Question: „WhatÊs In It For Me?‰: According to a study by Starch in 2002, many advertisements simply do not answer the basic question, „What is in it for me?‰ When writing advertisement copy, be specific. Explain how your product or service will benefit your reader. Eliminate technical jargon even if you think your reader understands it and downplay hype such as „industry leader‰, „leading edge,‰ „the best‰, etc. Proper design elements that aid reader comprehension and benefit-driven copy will help you get your message across clearly and increase sales in the process. Source: Adapted from Huff (n.d.) Writing Effective Headlines The "4 U's" copywriting formula
(a) Urgent: Urgency gives the reader a reason to act now instead of later. For instance, „Make $100,000 working from home this year‰ has a greater sense of urgency than „Make $100,000 working from home.‰ A sense of urgency can also be created with a time-limited special offer, such as a discount or premium if you order by a certain date. (b) Unique: The powerful headline either says something new, or if it says something the reader has heard before, says it in a new and fresh way. For example, „Why Japanese women have beautiful skin‰ was the headline in an e-mail promoting a Japanese bath kit. This is different than the typical „Save 10 per cent on Japanese Bath Kits.‰ (c) Ultra-specific: Boardroom, a newsletter publisher, is the absolute master of ultra-specific bullets, known as „fascinations,‰ that tease the reader into reading further and ordering the product. Examples: „What never to eat on an airplane,‰ „Bills ? it is okay to pay late,‰ and „Best time to file for a tax refund.‰ (d) Useful: The strong subject line appeals to the readerÊs self-interest by offering a benefit. In the headline, „An Invitation to Ski & Save,‰ the benefit is saving money. Source: Bly (2005)
ACTIVITY 4.4
According to Bly (2005), "The goal of advertising is not to be liked, to entertain, or to win advertising awards; it is to sell products". The advertiser, if he is smart, does not care whether people like his commercials or are entertained or amused by them. If they are, fine. But, commercials are a means to an end, and the end is increased sales and profits for the advertiser. This is a simple and obvious thing, but the majority of copywriters and advertising professionals seem to ignore it. They produce artful ads, stunningly beautiful catalogues and commercials whose artistic quality rivals the finest feature films. But they sometimes lose sight of their goals more sales and the fact that they are „salespeople behind typewriters‰, and not literary artists, entertainers, or filmmakers. Being artistic in nature, advertising writers naturally like ads that are aesthetically pleasing, as do advertising artists. But just because an ad is pretty and pleasant to read does not necessarily mean it will persuade people to buy the product. Sometimes cheaply produced ads, written simply and directly without a lot of fluff, do the best job of selling. Based on the statement earlier: (a) What do you understand by artful advertisements? (b) Advertisements are artistic in nature. Can artistic advertisements be persuasive at the same time? (c) How can a cheap, unartistic advertisement sell a product?
Print media is one of the oldest forms of advertising. It is a medium through which printed matter is disseminated to the audience. Print media can be classified into various types: newspapers, magazines, newsletters, leaflets, directories, brochures and posters. Print continues to be an ideal advertising medium. Each type of print media has their own unique quality and role in their readersÊ lives. For newspapers, they become part of their readersÊ day as they educate and inform with credibility and trust, while magazines create engagement through entertaining content. Direct mail uses its ability to gain access to peopleÊs homes and lives to deliver a targeted sales message, while catalogues provide inspiration for customers before leading them online to make the purchase. A print advertisement consists of several components including a headline, copy slogan and signature. Additional elements commonly found in a print advertisement are subheadings, disclosures and illustrations. Copywriting is the process of writing advertising promotional materials with the purpose of persuading the reader to perform an action such as to subscribe to a certain viewpoint, to change ideas about something or to buy a product. The text in the advertisement is known as „copy‰. Copywriting may include body copy, headlines, slogans, jingle lyrics, television or radio commercial scripts or other materials incorporated into the advertising media. The techniques used in different advertising situations are important to be sure. Advertising experts agree that an attention-getting headline is the key ingredient in a successful advertisement. It was found that on average, five times as many people read the headline as the body copy.
In order to increase sales through advertising, the message must be well thought out because it conveys what the product is about to all of the customers. A good message should be clear and not misleading. It has to be easily understood by the target audience. Advertising is communication intended to inform, educate, persuade and remind individuals of a product or business. For a copy to convince the consumer to buy the product, it must achieve its objective in getting attention, communicating and persuading.
Body copy
Direct headlines
Command headlines
Slogan
Copywriting
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