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1、Unit 10,Advertising Execution,Good advertising should serve 3 purposes,1. It should serve to establish a corporate identity (Be consistent). 2. It should keep that identity at the top of potential customers minds (Be memorable). 3. It should get those customers in the door or take action (Be persuas
2、ive ).,Advertising Execution,In the advertising world, advertising execution refers to the form of completing advertisement. After the selling premise has been agreed upon and the “Big idea” has been developed, it must be translated into an ad, which professionals call an execution.,Advertising Pyra
3、mid,Headline,The headline is the most important thing an advertiser says to a prospect, adding to the visuals meaning and establishing the advertisers position.,Role of headlines,Attract attention to the ad. Engage the audience. Explain the visual. Lead the audience into the body of the ad. Present
4、the selling message.,Benefit headlines - promise the audience that the product or service will be rewarding. News/information headlines - announce news or promise information. Provocative headlines - provoke readers curiosity. Question headlines - asks a question, encouraging readers to search for t
5、he answer in the body of the ad. Command headlines - order reader to do something.莫乱丢垃圾.wmv,Headlines may be classified by the type of information they carry,Some Classical Ad Headlines,1.Time is what you make of it. (Swatch) 天长地久。（斯沃奇手表） 2.Make yourself heard. (Ericsson) 理解就是沟通。(爱立信） 3.Engineered t
6、o move the human spirit. (Mercedes-Benz) 人类精神的动力。（梅塞德斯-奔驰） 4.Start Ahead. (Rejoice) 成功之路，从头开始。（飘柔） 5.A diamond lasts forever. (De Bierres) 钻石恒久远，一颗永流传。（第比尔斯）,6.Fresh-up with Seven-up. (Seven-up) 提神醒脑，喝七喜。（七喜） 7.Intel Inside. (Intel Pentium) 给电脑一颗奔腾的“芯”。（英特尔 奔腾） 8.Connecting People. (Nokia) 科技以人为本。（诺
7、基亚） 9.For the Road Ahead. (Honda) 康庄大道。（本田） 10.Let us make things better. (Philips) 让我们做得更好。（飞利浦）,Subheads,an additional smaller headline, may appear above or below headline. A subhead above the headline, called a kicker (or overline), is often underlined. Subheads may also appear in body copy. Subh
8、eads are usually set smaller than the headline, but in larger type than the body copy. Subheads generally appear in boldface (heavier) type or italic (slanted) type or a different color. Most people only read the headline and subhead. Subheads usually support the interest step best.,Body copy (text)
9、,sells the complete story. comprises the interest, credibility, desire, and often even the action steps. It is a logical continuation of the headline and subheads, set in smaller type. covers the features, benefits, and utility of the product or service.,Body copy styles,experienced copywriters look
10、 for the technique and style with the greatest sales appeal for the idea being presented. Straight-sell copy - writers immediately explain or develop the headline and visual in a straightforward factual presentation, appeals to the prospects reason. Institutional copy - used to promote a philosophy
11、or extol the merits of an organization rather than product features. Narrative copy - tells a story, sets up a situation and then resolves it at the last minute by having the product or service come to the rescue. Allows for emotional appeals.,Body copy styles,Dialogue/monologue copy - using this st
12、yle, the advertiser can add the believability that narrative copy sometimes lacks. The characters portrayed in a print ad do the selling in their own words. Poorly written dialogue can be dull, hokey, or seem unreal. Picture-caption copy - uses illustrations to tell the story. Particularly useful fo
13、r products that have a number of different uses or come in a variety of styles or designs. Device copy - may be used to enhance attention, interest, and memorability. Device copy uses figures of speech as well as humor and exaggeration. Humor should always be used carefully and never be in questiona
14、ble taste. Humor can increase memorability dispel pre-conceived negative images, and help differentiate a product.se6泡MM失败的4大原因 .rmvb,The keys to good body copy are simplicity, order, credibility, and clarity.,返回,Four basic format elements are used to construct body copy,Lead-in paragraph - a bridge
15、 between the headline and the sales idea presented in the text. Interior paragraphs - develops credibility by providing proof for claims and builds desire by using language that stirs the imagination. Trial close - interspersed in the interior paragraphs should be suggestions to act now. The trial c
16、lose allows them to make the buying decision early. Close - the action step. A good close asks consumers to do something and tells them how. The close can be direct or indirect. A direct close seeks immediate response in the form of a purchase, a store or Web site visit, or a request for further inf
17、ormation.,Big Idea,Slogans (theme line or tag lines),often begin as successful headlines, and, through continuous use, become standard statements. Slogans have two purposes: to provide continuity to an ad series to serve as a brief, repeatable positioning statement.,Seals, logo, and signatures,A Sea
18、l is awarded only when a product meets standards established by a particular organization such as Good Housekeeping Institute, Parents Institute. Since these organizations are recognized authorities, their seals provide an independent, valued endorsement for the advertisers product. Logo types and s
19、ignature cuts (sig cuts) are special designs of the advertisers company name or product name. Like trademarks, they give the product or company individuality and quick recognition.背背佳.wmv,Exercises,A. True or false 1. To be effective, headlines should never be longer than seven words. 2. The key to
20、good body copy are simplicity, order, credibility, and clarity. 3. A demonstration convinces an audience better but more slowly than an oral message. 4. Both the copywriters pyramid and the advertising pyramid use a similar , five-step structure, with only minor changes in terminology.,Multiple Choi
21、ce,1. Advertising appeals that focus on functional or utilitarian needs and emphasize product features and benefits are known as _ appeals. A. image B. emotional C. inherent drama D. informational / rational,2. An advertising execution technique that relies on a straightforward presentation of infor
22、mation concerning the product or service is called a/ an _. A. straight-sell or factual message. B. demonstration C. testimonial D. dramatization,3. A widely used advertising execution style for packaged goods products which attempts to portray a situation consumers might face in their daily lives is known as _. A. dramatization B. slice of life C. straight-sell D. a testimonial,4. which of the following is an advertising execution approach designed to illustrate key advantages or features of a product by showing it in actual use ? A. Comparison B. Demonstration C. Straight-sell D. Animation,