Ch. 11 Notes 4/3

Writing Advertising Copy

Understand your audience

Understand your product

Advertising
Two Concepts:

• To persuade
• to motivate

1.  Target Audience

Needs and appeals

• food and drink
• shelter, security, comfort
• sex, intimacy, social contact
• independence, privacy, self-fulfillment, power
• stimulation
• acquisition

2. The Product

• Tak into consideration:
• what the product does and how it works
• physical characteristics
• history of the product
• brand
• price
• competition