elements of an Advertising copy

 

There are certain principles which an advertisement should have. That is, it must arrest, inform, impress and urge the readers to act on the advertisement. The elements are known as values and they are :

Attention value:
People are busy. They find time rarely. Almost all the people who are able to make purchase do not have enough time. Under such situations, the advertisement must able to attract the attention of readers, at a glance. There must be some specialty in the advertisement. To make it more attractive, we may adapt the following devices.

Pictures and drawings should have a direct bearing on the product.
The headline must be good with a proper border.
It must have a pleasing colorful presentation.
It should not be congested. i.e there must be a enough interspaced.
The slogans must be lively.
The coupons must be part of the advertisement. By filing coupons the needy customers must be able to get full information and thereby it becomes repeated advertisement to the seller.

Suggestive value:
The message advertised should have some suggestive and useful value to those who go through the advertisement. The words or pictures in the advertisement should have commanding power in the readers. Repetition have good effect. When one comes across the advertisement every time, he begins to consider the product.


Conviction value:
To be more effective, the statements in the advertisement must be genuine and accurate. Misrepresentation or exaggerative words must be avoided. Simple and plain facts have more effect on the readers to convince them than colorful or flattering wordings.


Sentimental value:
The sentimental feelings or the prejudiced attitude of the reader should not be affected by the advertiser; but rather, they must be respected. The likes and dislikes, habits and customers etc of the readers must be highly considered. It must appear than the advertiser is doing it for the readers.


Educative value:
when products are manufactured for the first time it is the duty of the producer, through advertisements, to draw the attention of the people and to tell them the use, merits, ingredients, special features etc of the products.

Memorizing value:
Advertisement must create a good impression on the readers mind. Slogan if it is good to read and charming to hear has good memorizing value.
Instinctive value: the advertiser must have a well thought out plan to make a copy to be advertised, the matter or message must be arranged in such a way that the reader is able to understand and act on the message. We can come across, an inducement, an aroused feeling, a temptation, an inclination etc., in such advertisements.

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Advertising prepared by JJ