Communicative WritingWeek 9

MMC120Instructed by Hillarie

Zimmermann

Today’s ClassToday’s Class

• Print Ads - mini lecture• In-class activities• Begin in-class assignment• Review homework

• Print Ads - mini lecture• In-class activities• Begin in-class assignment• Review homework

Why create a print ad?

Three categories of ads

Announcement ads Image ads Product ads

Audience

The audience for a print ad is not everyone.

Remember the Strategic Message Planner?

Use the AIDA approach

AttentionInterest

Desire

Action

AIDAAIDAIn a group, find a product ad that clearly

does all four parts of the AIDA approach. Identify which part of the ad does what.

Answer:• What part gets the attention?• What part generates interest?• How does this ad create a desire for the

product/service?• How does this ad motivate action?

Present your ad to the class.

In a group, find a product ad that clearly does all four parts of the AIDA approach. Identify which part of the ad does what.

Answer:• What part gets the attention?• What part generates interest?• How does this ad create a desire for the

product/service?• How does this ad motivate action?

Present your ad to the class.

Parts of an ad Visual Headline Subheadlines (optional) Swing line Body copy Zinger Call to action Logo/slogan/tagline Mandatories

Visual Importance

Headline

Capture the ad’s key message Direct the viewer’s attention to the body

copy Are short — 8 words or fewer Contain a key benefit Show how great the product can make

the consumer

Sample Headlines How will it move you?

Print ad for: Wii Fit

Help Make Bedtime Worry FreePrint ad for: GoodNites Sleep Pants

Power is Nothing Without ControlPrint ad for: Pirelli Tires

It's time to say no to fake foodPrint ad for: Hellmann's Real Mayonnaise

Sub-Headline

•Are optional secondary headlines•Clarify the main headline•Expand on the key benefit, add information or provide the second part of a one-two punch•Can be longer than the main headline

Sample Sub-HeadlinesHeadline: For nine months, you protected him like no one else could.Subhead: Now we're here to help.Print ad for: Enfamil

Headline: All NewSubhead: When was the last time you heard that, and it was actually true?Print ad for: The Saturn SKY

Headline: Feed Their WonderSubhead: Introducing Lunchables Wrapz!Print ad for: Lunchables

Headline: The La-Z-Boy Home Theater Collection.Subhead: Because customizing your home theater should also extend to your backside.Print ad for: La-Z-Boy

Body Copy

•Begins with a swing line that moves the reader from the headline to the body copy•Has a clear beginning, middle, and end•Uses research to explain the important features and benefits•Begins with your strongest selling point•Uses an emotional appeal to explain the features•Can use testimonials from satisfied customers•Creates a sense of urgency•Closes with a zinger — a short, snappy sentence that restates a key benefit or answers a question•Asks for the sale with a call to action

Logos, slogans, and mandatories

The logo is a visual identifier that may be in

words, graphics or both.

A slogan or tagline appears near the bottom of

the ad, just above or below the logo.

The mandatories include items that are

required by law, such as copyright symbols,

registration marks and fairness statements.

Analyze 3 Volunteer Ads In groups of 2, take a look at 3 ads for

volunteering. Which do you think is the most effective? How does each ad deal differently with

all of the components of an ad (visual, headline, subheadline, swing line, body copy, zinger, call to action, logo/slogan/tagline)?

If you were to produce an ad for volunteering, what would it look like?

Copy Writing PracticeCopy Writing Practice

• Using the brief info you’ve been given, design an ad to run in a local paper. Sketch the ad and write out the copy.

• Present to the class.

• Using the brief info you’ve been given, design an ad to run in a local paper. Sketch the ad and write out the copy.

• Present to the class.

Tips Stay on message! Complete a strategic message

planner before you get creative.

Study print ads that you like. Why do they work?

Be conversational.

Don’t repeat yourself in the headline, zinger and

slogan; each should be unique but related.

Proofread!

In-class AssignmentIn-class Assignment

Choose one of three options.

Due the week of March 28th

Begin working on your assignment now and there will be

time during the March 28th class to continue working on

the assignment.

Choose one of three options.

Due the week of March 28th

Begin working on your assignment now and there will be

time during the March 28th class to continue working on

the assignment.

Integrated Advertising Project

Integrated Advertising Project

• Partner projectPartner project• Worth 30% of your final markWorth 30% of your final mark• Real life clientReal life client• Six components to the assignmentSix components to the assignment• Do you have a partner?Do you have a partner?• Do you have a client?Do you have a client?• By today – Memo/email to me identifying By today – Memo/email to me identifying

who is your partner/client. who is your partner/client.

• Partner projectPartner project• Worth 30% of your final markWorth 30% of your final mark• Real life clientReal life client• Six components to the assignmentSix components to the assignment• Do you have a partner?Do you have a partner?• Do you have a client?Do you have a client?• By today – Memo/email to me identifying By today – Memo/email to me identifying

who is your partner/client. who is your partner/client.

What to expect next class…

What to expect next class…

• Reading weekReading week• Schedule has changedSchedule has changed• Meghan Perry will be coming in as a guest Meghan Perry will be coming in as a guest

lecturer on March 21stlecturer on March 21st• We will continue with print ads on March We will continue with print ads on March

28th28th

• Reading weekReading week• Schedule has changedSchedule has changed• Meghan Perry will be coming in as a guest Meghan Perry will be coming in as a guest

lecturer on March 21stlecturer on March 21st• We will continue with print ads on March We will continue with print ads on March

28th28th

HomeworkHomework

• Read “Podcast Scripts” p. 111-113Read “Podcast Scripts” p. 111-113

• Email me about your partner and client for IAP Email me about your partner and client for IAP if you have not already done soif you have not already done so

• March 28March 28thth – final day to submit your strategic – final day to submit your strategic message planner for the IAPmessage planner for the IAP

• Read “Podcast Scripts” p. 111-113Read “Podcast Scripts” p. 111-113

• Email me about your partner and client for IAP Email me about your partner and client for IAP if you have not already done soif you have not already done so

• March 28March 28thth – final day to submit your strategic – final day to submit your strategic message planner for the IAPmessage planner for the IAP