develop content for use in marketing communications to create interest in product/business/idea

DEVELOP CONTENT FOR USE IN MARKETING COMMUNICATIONS TO CREATE INTEREST IN PRODUCT/BUSINESS/IDEA

WEB SITES Because the Internet is a fast-paced informational tool, users generally want to obtain the information they need as quickly as possible. Therefore, when writing information for the Internet, developers must make the content easy to read. One way of managing the content is breaking the text into small sections and using headlines. Bullet points are also used to create content that is quick and easy to read.

WEB SITES Long sentences and jargon are NOT usually recommended because they often make the information more difficult to read and understand. As a result, many customers leave the web site without obtaining the information. Although stories and humor are often used to create interest in content, they are not always appropriate.

WEB SITE The content of a web site has a significant effect on the success of the site. Content that is well written, interesting, and to the point is easier for users to read and understand. Also, it is important for the content to be concise because space on the home page is often limited. For example, a home page should not go on forever, but contain important information to attract attention and lead users to more specific content on other pages.

WEB SITE Furthermore, these pages should provide interesting and relevant information and guide users to more detailed pages if users want more information. Users will lose interest if a home page is unnecessarily long and includes lengthy content. The design of a web page may be simple or complex, but the content should be both interesting and concise.

WEB SITE An advertising agency may be asked to develop text for a client's web site, so the agency's copywriter must understand the ways in which visitors use the web site to obtain relevant information. A general rule of thumb is that the web site's text should be as concise as possible because web surfers do not want to spend a lot of time clicking through several pages or screens to obtain the information they want.

WEBSITE If the information they want is difficult to locate, the web surfer is likely to go to another web site where it is easier to scan the text and obtain the information that s/he wants. To develop concise text, the copywriter might use bullet points, lists, and short paragraphs with headings. The tagline, the ordering information, and the promotional copy that translates product features into benefits are types of relevant information that web surfers might want to locate on the web site.

DIRECT MAIL ADS Aim the message to specific customers. For example, a local retailer can send special invitations to its important customers and exclude everyone else. The direct-mail advertiser does not compete with other advertisers. Direct mail must comply with the postal regulations. Direct mail usually targets a specific market rather than focusing on a mass market.

DIRECT MAIL ADS Develop copy that is in more detail than that in print advertisements. Since direct-mail advertisements are sent to specific market segments, more information can be provided because the audience will be interested in reading the mailing. Direct-mail advertisements are being personalized so that readers feel that the letters are written specifically for them. In addition, advertisers who use direct mail are able to obtain immediate, measurable results.

DIRECT MAIL ADS - DISADVANTAGES Many people think of the letters as "junk mail" to be discarded without opening. Direct mail includes promotional pieces such as coupons, catalogs, newsletters, reply cards, etc. Because many people receive large amounts of direct mail on a regular basis, they often do not read it carefully or they immediately discard it.

DIRECT MAIL ADS - ADVANTAGES The advantages of using direct mail is that the advertiser can be selective about who receives it and can choose from a wide variety of letter formats. People do not expect direct-mail letters to arrive at specific times.

ADDRESSING DIRECT MAIL ADS According to research, between 60-80% of people read a letter addressed to them by name. However, fewer than 40% read one addressed to them by title, and just over 20% read it when it is addressed to the company alone. Consequently, it is ineffective to address direct mail to a company.

DIRECT MAIL ADS Many types of direct-mail advertising efforts include coupons, reply cards, or other ways for consumers to respond. The advantage of this is the results of the effort are measurable and advertisers find out exactly how effective the effort was. For example, if a direct-mail letter containing a coupon is sent to 100,000 consumers and 70,000 redeem the coupon, the advertiser knows that 70% responded. This level of response indicates the effort was effective in reaching the target audience.

DIRECT MAIL ADS Direct-mail campaigns are often expensive because of the costs of printing and mailing. Direct-mail advertising is now considered a traditional method that is competitive. However, including coupons or reply cards does NOT make the direct-mail advertising traditional or competitive.

DIRECT-MAIL MARKETING Direct mail offers are extremely common today. Consequently, many people consider them to be junk mail, and either throw them away. To avoid this problem, it is important the mailing piece be designed to attract attention and stand out from all the other offers.

DIRECT MAIL MARKETING The mailing pieces should be unique and interesting enough that recipients are encouraged to open and read them. Using a team's logo on the envelope is one way to attract attention. It is NOT important to print the mailing piece on expensive paper. Direct mail offers should be personalized/addressed to specific individuals. It is usually more effective to target a specific market rather than send the piece to everyone in the area.

REVIEW

1 (2). When writing information to post on web sites, internet businesses should: A.break the text into short, manageable sections with many headlines. B.boost content appeal and interest with quips, stories, and humor. C.use jargon and bulleted points to emphasis important content. D.consolidate information by constructing long, descriptive sentences.

2 (2). Why is it important for Internet businesses to write content for their web-site home pages that is interesting as well as concise? A. Message is complex B. Access is restricted C. Design is simple D. Space is limited

3 (2). When an advertising agency develops content for a client's web site, the writer should format the text so it is easy for the web site's visitors: A. Order desired goods B. Identify the tagline C. Locate relevant information D. Translate features into benefits

63 (2). One of the advantages of direct- mail advertising is that the advertiser can A. Aim the message to specific customers B. Avoid complying with postal regulations C. Focus on mass marketing techniques D. Compete with other advertisers

64 (2). When writing direct-mail advertising letters, the account executive responsible for promoting a team in the National Hockey League should: A. Develop more detailed copy than in print ads B. Write copy that will appeal to a mass audience C. Attempt to depersonalize the message D. Recognize that the results of the direct-mail effort cannot be measured

65 (2). Which of the following is a disadvantage of using direct-mail letters as a form of promotion: A. The advertiser is limited to the type of letter formats that are available B. The advertiser cannot be selective about who receives the letters C. Many people think of the letters as junk mail to be discarded without opening D. People usually expect the letters to arrive at specific times

65 (2). Which of the following is a disadvantage of using direct-mail letters as a form of promotion: A. The advertise is limited to the type of letter formats that are available B. The advertiser cannot be selective about who receives the letters C. Many people think of the letters as junk mail to be discarded without opening D. People usually expect the letters to arrive at specific times

66 (2). What is the most ineffective way to address a piece of direct mail? A. To the title of the recipient B. To the company C. To the recipient by name D. To the recipient by name and title

67 (2). One advantage of writing direct-mail letters that include coupons or reply cards is that the result of the advertising effort is: A. Inexpensive B. Traditional C. Measurable D. Competitive

82 (2). When developing a direct mail offer for sport/event products, it is important that the mailing piece be: A. Addressed in an impersonal way B. Printed on expensive paper C. Designed to attract attention D. Sent to everyone in the area

develop content for use in marketing communications to create interest in product/business/idea

Documents

web page

web surfers

clients web site

important information

web sites text

specific content

ordering information

content easy