MKTG 477 1st Edition Lecture 32 Outline of Last Lecture I GRPs II CPM III CPM TM IV Media Scheduling Outline of Current Lecture I Major departments in ad agencies II Gallup Robinson III Guidelines for writing good ad copy Current Lecture Creative 1 Three major departments found in most advertising agencies a Research b Media c Creative 2 Gallup Robinson system criteria a Brand name recognition b Favorable buying attitude persuasion 3 Side note not important for test clocks in ads are always set at 10 and 2 4 Guidelines for writing good advertising copy a Offer a big benefit i Difference between showing a feature vs offering benefit a Features focuses on product b Benefit Focuses on costumer b Make the ad easy to see and read i KISS keep it simple stupid c Establish audience identity i More on the creative side a Speak to the customer d Attract by being new i FTC limits use of new in ads to 90 days e Be believable i Change attitude that ad people are car salesmen f Stress that which is unique These notes represent a detailed interpretation of the professor s lecture GradeBuddy is best used as a supplement to your own notes not as a substitute i USP Unique Selling Proposition a Something that sets brand product service apart from others
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