Class notes
COPYWRITING Notes - Researching the Advertisement Notes
- Course
- Institution
Explaining the role of research in advertising copywriting.
[Show more]
Seller
Follow
aayushsinha50
Content preview
COPYWRITING NotesResearching the Advertisement
Manipal Institute of Communication, MAHE
What you already know
Audience
Product
Objectives
Next Steps
From and content of the ad
o Write a copy platform
o Develop a concept
o Choose an approach
Write a Copy Platform (Copy Plan)/ Creative Strategy
Deep dive into what you already know about the advertisement, the audience it is intended
for, features and benefits of the product or service, what are the primary and secondary
objectives of the ad.
Brainstorm
Identify ideas
Rank them in order of importance.
Think of sub topics of the main ideas you identified.
Combine the ideas; separate a few; add some more; iterate.
Convert these ideas into a copy platform or copy outline or plan.
Copy Platform = Written statement of objectives and summary of information for an ad
campaign.
Sample Copy Plan
Copy Plan can contain the following:
1. Demographics and psychographics – What specific groups and types of prospects are
important?
2. What are the specific objectives – short term/long term.
3. List of all usable benefits not limiting to the ones used in the ad or campaign.
The benefits of buying summaries with Stuvia:
Guaranteed quality through customer reviews
Stuvia customers have reviewed more than 700,000 summaries. This how you know that you are buying the best documents.
Quick and easy check-out
You can quickly pay through credit card or Stuvia-credit for the summaries. There is no membership needed.
Focus on what matters
Your fellow students write the study notes themselves, which is why the documents are always reliable and up-to-date. This ensures you quickly get to the core!
Frequently asked questions
What do I get when I buy this document?
You get a PDF, available immediately after your purchase. The purchased document is accessible anytime, anywhere and indefinitely through your profile.
Satisfaction guarantee: how does it work?
Our satisfaction guarantee ensures that you always find a study document that suits you well. You fill out a form, and our customer service team takes care of the rest.
Who am I buying these notes from?
Stuvia is a marketplace, so you are not buying this document from us, but from seller aayushsinha50. Stuvia facilitates payment to the seller.
Will I be stuck with a subscription?
No, you only buy these notes for $5.49. You're not tied to anything after your purchase.
Can Stuvia be trusted?
4.6 stars on Google & Trustpilot (+1000 reviews)
77858 documents were sold in the last 30 days
Founded in 2010, the go-to place to buy study notes for 14 years now