莫利亚提《广告学：原理与实务（第11版）》moriarty_adv11e_10.pptxVIP

Advertising IMC: Principles PracticeEleventh EditionChapter 10Promotional WritingCopyright ? 2019, 2015, 2012 Pearson Education, Inc. All Rights Reserved. Part 3Principle: Great Creative Communicates a Truth About a Brand Key ObjectivesDescribe the writer’s role in brand communication.Name the types of brand communication writing.Explain how to write for various media.Identify some challenges that writers face. Chapter Opener: Old Spice Hits a Home RunWhat worked to convince your grandfather to use Old Spice probably wouldn’t persuade guys to use it now. Advertising has evolved to be much more complex than announcing that a brand of shaving cream is for sale, as “The Man Your Man Could Smell Like” campaign proves. The Writer’s Role in Brand Communication The Language of Brand Communication The most important word selection in marketing communication is the brand or corporate name.A long-term brand or corporate identity effort, slogans have to be catchy and memorable.The word tagline is a line at the end of an ad that wraps up the creative concept. Texas Cleans up with a Winning SloganThe long-running “Don’t mess with Texas” campaign has been talking trash since 1986. Techniques for Catchy Slogans (1 of 2)Direct Address: “Have it your way” or Think small.”A startling or unexpected phrase: “If it’s out there, it’s in here.”Rhyme, rhythm, alliteration: “The daily diary of the American Dream.”Parallel construction: “When it rains, it pours.” Techniques for Catchy Slogans (2 of 2)Cue the product: “Good to the last drop” or “Nothing runs like a Deere.”Music: “In the valley of the Jolly, ho-ho-ho, Green Giant.”Double entendre: “A diamond is forever.”Combination: “It’s your land, lend a hand.”Keep them short: “Eat Mor Chikin” for Chick-fil-A. Writing Styles (1 of 3)AdvertisingIn almost all situations, advertising has to win its audience.Every word counts because both space and time are expensive.Ad copy is usually written in a conversational style using “real people” la