Persuasion and attitudinal
change through appropriate
copy development
Persuasion
It means convincing people:
O To buy a certain product
O To believe something or act in a certain way
O To agree with a point of view
In advertising, Persuasion means to persuade or
convince the consumers that a particular brand of
product is superior
Common Persuasive Techniques
often Used in Advertising
O Slogan
- A catchy phrase or statement often used to sell a service or
a product
O Repetition
- The name of a product is repeated many times through
various medias
O Bandwagon
- A statement suggesting that everyone is using a specific
product, so you should too
Common Persuasive Techniques
often Used in Advertising
O Testimonial
- A well-known person or other consumers supports and
recommend products a product or service
O Emotional Appeal
- A person is made to have strong feelings about a situation or
product
O Expert Opinion
- Experts approve this product, so you should use it
Advertising Copy
O Text of a print, radio, or television advertising
message that aims at catching and holding the interest of
the prospective buyer, and at persuading him or her to
make a purchase all within a few short seconds
Functions of Advertising Copy
O Attract Attention
O Command Interest
O Create Desire
O Inspire Conviction
O Provoke Action
Classification of
Advertising Copy
On the basis of On the basis of On the basis of On the basis of mode
Functions Purpose Appeal of conveying message
Reason Why Suggestive
Educational Goodwill
Human
Expository
Competitive Selling Interest
Descriptive
Institutional
Argumentative
Classification on the basis
of Functions
Educational • Aims at educating consumers regarding
the use of Product
Copy • It depicts the specialties of the Product
Competitive • It aims at displaying special features of
the product, which differentiate it’s brand
Copy from the competitors
Institutional • Also known as Corporate Advertising,
which is aimed to develop and maintain a
Copy brand image of the Institution/ Company
Classification on the basis
of Purpose
• It does not try to sell the product, but
Goodwill aims to sell some idea on the firm in
general, on the quality of it’s product,
Copy it’s utility etc.
• It aims to persuade buyers to purchase
the product
Selling Copy • It may include copy with offers and
discounts
Classification on the basis
of Appeal
Reason Why • It explains the reasons to the viewers
why the advertised product is to be
Copy purchased
Human • It aims at generating viewers’ interest
Interest by humor, story, fear, emotion etc.
• It affects the heart rather than brain
Copy
Classification on the basis
of Conveying Message
• Directly or Indirectly conveys the message,
Suggestive Copy which suggest viewers to buy the product
• It expose the facts and explains the
Expository Copy construction, uses, merits, operations &
superiority of the product
Descriptive • It conveys the ideas in words or pictures so as
Copy to impress the viewers
Argumentative • It is a message supported by facts
Copy
Qualities of a Good
Advertising Copy
O It Must be Simple
O It Must Be Informative
O It Must Be Concise and Complete
O It Must Be Enthusiastic
O It Must Be Honest
Essential Element of
Advertising Copy
Advertising Copy must contain four key elements:
• Headline
• Copy
• Illustration
• Signature
• Slogan
Headline
The headline is the saying that gets the readers' attention,
arouses their interest by providing a benefit, and leads them to
read the rest of the ad.
Purposes of Headline
Lead to the Attract
Illustration Readers'
and Copy Attention
Purposes
of
Headline
Provide a
Benefit to Select an
the Reader Audience
Copy
The copy is the selling message in a written
advertisement. It should directly expand on the
information in the headline or the product shown in the
illustration, and stress the benefits and features of the
product advertised.
Illustration
The illustration is the photograph or drawing used in a print
advertisement. Its primary function is to attract attention
Signature
The signature, or logotype (logo), is the distinctive
identification symbol for a business.
• In national ads, the signature is the name of the firm,
and sometimes the corporate symbol and slogan.
• In local ads, the signature usually includes the
business's name, address, telephone number, or
slogan.
Slogan
A slogan is a catch phase or small group of words that are
combined in a special way to identify a product or
company
Taste The Thunder Kuch Meetha Ho Jaaye
Utterly Butterly Delicious
/ The Taste of India
Doobara mat punchna
Jee Lalchaye Raha Na jaye
Tedha Hai Par Mera Hai
i m lovin it
Creative Decisions
O Creative Decision in Advertising includes:
- Deciding the Ad objective
- Select the Target Market
- Finalizing a Creative Theme for the
campaign
- Deciding Message for the campaign
- Determining the suitable Media for
implementing the campaign
