creating campaigns that sell
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www.roi-ltd.co.uk 1
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Creating Campaigns that sell
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Objective
Understand the function of an advertisementTo help give clear direction relating to the brief & critique of concepts & designsTo aid your understanding of good advertising copy
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The Function of Advertising
...to attract & hold the maximum attention of the right kind of prospects whilst a selling story is told and a favourable action or re-
action is induced…
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Why Advertise?
Launch product/brandChange perceptionReach new marketsConvey newsSell
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…words are, of course, the most powerful drug used by mankind….
Rudyard Kipling 14th February 1914
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Building a concept
Make it easy for the reader to connect with the messageStart with the problemHow can the problem be illustratedPresent the product or service as the solution
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Key elements
HeadlineImageBody-copyCall to actions
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Benefits Benefits Benefits
We don’t buy what something is…we buy how we will
feel once we’ve made the purchase.
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Features
A feature is a ‘fact’Something true, present in
a tangible item at the time of manufacture
Benefits
A benefit is the pleasure or
improvement derived from the
presence of the fact. Generally associates
with emotion
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Thank you
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Contact
Omid Mahmoudi - Director
m 0701 0701 012 e [email protected] w www.roi-ltd.co.uk t 0871 2341 545
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Contact
Ali Nisar - Director
m 0701 0701 210 e [email protected] www.roi-ltd.co.uk t 0871 2341 545