Рекламирование (Advertising) — страница 4

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is brought to the consumers); have the means for placing orders for time and space, and promptly and accurately provide the company with invoices and records. Radio – TV   The agency will be able to have prepared and produced for the company radio and television commercials of competitive creative ability and quality and in a wide price range. How Advertising Is Written   The Copywriter   Copywriter is the person who conceives and writes advertising. The responsibility for writing ads and commercials rests with the copywriter. But in smaller agencies this task is often performed by someone who might also be an account executive. In fact, in times when agency profits are slimming, even the larger agencies begin to seek out people who can be both account executives

and copywriters. What Does The Copywriter Do?   The term copywriter is not an exact job description. It could mean ‘the person who writes the words that go into the ad or commercial’. But that is not quite it. It’s not as simple as that. The writer doesn’t just write words. He or she creates selling ideas that are expressed in words and sounds and pictures. Fortunately the copywriter doesn’t have to work alone – at least not in big agencies. Before and after the act of getting something down on paper, there are account executives, research directors, marketing directors, and art directors with solace, help, and advice. But, of course, the greatest deal of the work belongs to the copywriter. What Is a Copywriter?   Writing advertising copy is hard work. It is

hard work because 1.    it is constantly demanding; 2.    it calls for the command of a variety of writing styles; 3.    it calls for a peculiar combination of natural talents and inclination that rarely occurs in one person. How an Ad Is Written   Before a copywriter gets to the point of actually putting on paper the words for the ad or commercial, he has gone through several steps. 1.    He has taken a good look at the market segment, and knows the kind of people he will be talking to. 2.    He has diligently searched for the Main Attraction, and has it firmly fixed in mind. 3.    He has also sought out the Subsidiary Main Attraction – the other advantages that are built into the

product. 4.    He has determined the most important benefits that his product can offer the buyer. 5.    In terms of psychological “needs and desires”, he has calculated which of these benefits will have the greatest appeal to the consumer. 6.    He has begun to run over in his mind the ways in which this appeal may be expressed. It is their work to sit and think, hoping to catch that flash of inspiration that will make the reader stay and read. How Good Ads Act It is important to know the way advertising achieves the five basic steps of getting attention, creating interest, stimulating desire, imparting conviction, and asking for the order. It’s not enough that an ad should take the required steps. The real test comes while

realizing how well the steps were done. Getting Attention   Of course, we have seen and read very many ads, even if we weren’t interested in them. Every time something makes us to read these advertisements. So it can be interesting what it might have been. THE HEADLINES: 1.    The headline talked directly to you. Chances are, it used the pronouns “you” or “your”. But, it didn’t leave any doubt that it was talking right at and to you – and not someone down the street. 2.    The headline said it was going to do something for you. Or, it was going to show you how you could do something for yourself. The world is full of people who want to know how to do things – how to be happier, how to have a clearer complexion, how to be more

secure etc. 3.    The headline made you wonder. “What’s it all about?” Maybe it offered you something brand – new, different, better, or something you’d never been able to get hands on before. That’s why we will see headline words such as “At last”, “Now”, “New”, “Announcing”, “Here’s”. 4.    The headline gives you a promise of the good things to come. For example, it can be a soap, which is kinder to your skin or a cream, which makes you to get thinner and thinner. The copywriter probably has some very good and interesting things to say about the product. Creating Interest Sometimes people complain about ads and commercials that bore them stiff. They hate those ads. So the copywriters try to find ways to make people