Advertisement copy

Digital Advertising
Lesson 10: Advertisement Copy

Role of marketing communication in advertising

Advertisement copy is the sound of advertisement. It is the written and visual content of an advertising message or theme, ready for use.

Objectives of advertisement copy

The objectives of advertisement include:

  • Direct action objective results in immediate direct action on the part of the consumer.
    Characteristic features

    • As soon as read by the consumer, he suspends to it and decides to buy the product.
    • Retail product advertisement and direct advertising aim at direct action.
    • These advertisements include coupons for soliciting inquiries.
    • Unique Selling Propositions (USP’s) are very strongly presented to generate quick and instant buying action.
  • Indirect action objective: Create indirect action on the part of the consumer and establishes a favourable attitude towards the company or product.
    Characteristic features

    • It imprints brand or the company name on the mental frame of prospective buyers that they are to buy the products of the advertiser than the competitors.
    • Majority of the institutional and product advertising aim at indirect action.
    • The prospects know the product and the company and will buy it in due course of time.
Index
Previous
Home
Next
Last modified: Saturday, 29 October 2011, 9:37 AM