ADVERTISING APPEAL
ADVERTISING APPEAL
Purpose
Types
• Social proof: The ad copy should provide evidence that others find the
product or service appealing.
Types of ad copy
Ad copy can appear in many forms, including print ads, online ads, and
billboards.
The key to writing good ad copy is understanding your audience and what
motivates them to take action. It’s important to know your target market and what
their pain points are, so you can address them directly in your ad copy.
Additionally, good ad copy is clear, concise and to the point. It should be easy to
understand and not overly complicated.
One important technique to keep in mind when learning how to write good ad
copy is the use of a strong headline. The headline is the first thing people will see,
so it’s crucial that it grabs their attention and makes them want to read more. A
strong headline should be attention-grabbing and clearly communicate the main
benefit of your product or service.
Good ad copy also uses active and powerful language. This means using words
that are action-oriented and convey a sense of urgency. Words like “now,”
“limited-time only” and “exclusive” can help to create a sense of urgency and
encourage people to take action.
3. Use Statistics
Along with using active and powerful language, good ad copy should also include
specific details and statistics to back up any claims you make. This can help to
add credibility to your ad and give people more reasons to trust your product or
service.
4. Use Social Proof
Another useful tactic when learning how to write good ad copy is using social
proof in your ad copy. Social proof is a psychological phenomenon where people
are more likely to take a specific action if they see others are doing it as well. For
example, if your ad states that “10,000 people have already signed up,” it may
encourage more people to do so as well.
In addition, it’s also important to use a consistent and on-brand tone throughout
your ad copy. This will help to make your ad more memorable and build trust
with your audience. Your ad should have the same message and tone throughout,
this will ensure your audience gets a clear and consistent message.
Lastly, always include a clear and prominent call-to-action (CTA) in your ad copy.
The CTA is the most important part of the ad copy because it tells people what
they need to do next in order to take advantage of your offer. Whether it’s to “buy
now,” “click here” or “call today,” your CTA should be clear and easy to
understand.
Advertising agencies
2. Doing research on the company and the product and reactions of the
customers.
3. Planning for type of media to be used, when and where to be used, and for
how much time to be used.
4. Taking the feedbacks from the clients as well as the customers and then
deciding the further line of action
2. Interactive Agencies
▪ The ads produced are very interactive, having very new concepts,
and very innovative.
3. Creative Boutiques
5. In-House Agencies
There are some specialized agencies which work for some special advertisements.
These types of agencies need people of special knowledge in that field. For
example, advertisements showing social messages, finance advertisements,
medicine related ads, etc.
(8) Merchandising,
(10) Forwarding the advertising materials to the media owners and the clients in
time.
Advertising does more than simply inform; it promotes sales. It tries to persuade,
inform and also remind the customers. Soft-sell advertisements are usually simple
announcements. Hard-sell advertisements are blatant, combative, and coercive.
They irritate readers, listeners, and viewers.
The social and ethical aspects of advertising
• Consumer Protection:
• Social Responsibility:
• Sensitive Products:
Advertising for products like alcohol, tobacco, and certain medications should be
carefully managed to avoid promoting excessive consumption or targeting
underage audiences.
• Stereotyping:
Respecting consumer privacy when collecting and using data for targeted
advertising
• Comparative Advertising:
When comparing products with competitors, ensure claims are truthful and not
misleading.
Using credible endorsers and ensuring they accurately reflect their experiences
with the product
• Impact on Children:
Social aspects of Advertising: It is argued that the biggest and potentially most
insurmountable problem encountered in any attempt to examine and evaluate the
social issues surrounding advertising stems from the essentially subjective nature
of many of the criticisms that have been levelled in recent years. Although social
and ethical criticisms of advertising are by no means new, the nature and
seriousness of the complaints made has in recent years increased significantly. An
additional problem is encountered in the form of the sheer volume of the
criticisms that have been made. This trend has in turn been supported and
reinforced by the attention paid by successive governments to the role of
advertising and the rise of consumerism.
2. It is not about the products and services alone that people learn from advertising
(especially consumer product advertising). Advertising also tends to promote
attitudes and lifestyles.
6. Advertising does not reflect the changing cultural values of a society. At times,
it itself acts as a change agent while doing so it should not lose sight of the
developmental perspective.
7. advertisement attracts development of society and growth of technologies
8. Employment
The ethics means a set of moral principles, standards or values which govern a
person’s behaviour. It is a branch of social science. It deals with good and bad
with reference to a particular culture. The ethics in advertising is a set of well-
defined principles which governs the ways of communication taking place
between the seller and the buyer. It deals with moral standards of what is “right”
or “wrong”. The advertiser must possess moral duty and obligation towards the
society in their advertising. The advertiser needs to ensure ethical standards of
advertisings are adopted such as avoiding false claims, misleading customers etc.
Fundamentals of Ethical Advertising: Fundamentals of Ethical Advertising are
as follows:
4. The advertiser should not make use of unnecessary sex appeal in their
advertisements.
7. The advertiser needs to avoid false claims about the products or services
with hidden motives.
9. The advertiser must avoid misleading the names and brands to create
favourable impression.