Repeating an ad message is often beneficial, for it develops a continuity of impression in the minds of the target audience, and may increase the…

 Whether to put the strongest argument first or last in the advertiser’s presentation is equally important. Sometimes this is considered a part of copywriting strategy….

If the headline idea fails to attract the prospect to the message and the product, the remaining parts of the ad are wasted. The ad…

If the headline has already rightly suggested the product’s value to the consumers, the job of the sub-head is easier. Sub-heads should further carry the…

It stimulates liking and preference for a product; it systematically develops the benefits and promise offered by the product, explains, logically and rationally, product attributes,…

A long copy looks impressive, and more details can be presented in it to the reader. But readers may not often like, or have the…

Scientific copy (Technical specifications are specified. E.g. High involvement goods or durable goods or industrial goods.) Descriptive copy: In a non-technical manner, the product attributes…

Creative platform is a document that outlines the message strategy decisions for an individual ad. Creative platforms combine the basic advertising decisions –problems, objectives, and…

CraftingAnything that is relevant and readable is read – whether short or long. Body-copy needs as much attention as the headline. TargetingWords in the copy…

“I have learned that any fool can writea bad ad, but that it takes a real genius to keep his hands off a good one.” …