Post on 06-Apr-2018
8/3/2019 Writing a Good Advertisement -Lagman
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3. Writing a3. Writing aGoodGood
AdvertisementAdvertisement
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Writing aGood
Advertisement
g.
b.
e.
d.c.
a.
f.
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a. Make it Easy to
Recognize
Through the use of
distinctive logo or
signature cut.
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b. Make it Simple
Z pattern
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BEGIN WITH ABENEFIT HEADLINE ACROSS THE TOP
ILLUSTRATION
FOLLOW WITH
EXPLANATORY COPY
INDICATES PRICES,
COLOURS, ETC.
FINISH WITH LOGO,LOCATION AND TRADING HOURS
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c. Use a Dominant
Element
Needs a powerful
element that will entice
your readers attentiontoward your message.
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d. Express a Benefit
Customers do not just
buy product that fulfils a
need
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e. Make Use of White
Space
The more white space you leavein your advertisements, the
lighter they appear.
Light advertisements are easierto read, easier to digest and more
pleasing to the eye.
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Be sure to include all of
the necessary
information about what
you are selling.
f. Make Sure the Copy
is Complete
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g. Practice on Other
Advertisements
SIZE h large enough to do the job
expected of it?
HEADLINE h the headline shouldbe an informative statement and
not simply a label.
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ILLUSTRATION express t e idea
t at t e eadline conveys MERCHANDISE offer merc andise
aving wide appeal, special
features, price appeal andtimeliness.
MEDIUM t e best medium for t e
ad BELIEVABILITY h the ad ring true or
does it perhaps sound exaggerated
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TYPEFACE distinctive typeface
different from t ose ofcompetitors.
SPUR TO ACTION stimulate
prompt action t roug coupon,statement of limited quantities,
time period
SPONSOR IDENTIFICATION use aspecially prepared signature cut
t at is associated wit t e store.
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LOCATION situated in t e bestspot
MERCHANDISE INFORMATION
give t e basic facts about t egoods
LAYOUT arrangement of t e ad
and t e use of w ite space maket e ad easy to read
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HUMAN INTEREST ad t roug illustrations eadline
appeal to customers wants
and wis es \YOU[ ATTITUDE ad written
and presented from t e
customers point of view
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4. Budgeting for4. Budgeting forAdvertisingAdvertising
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If an owner is introducing anew or improved product
line, opening a new store or
making any significantchange in the nature of
business, he may need to put
some extra advertising effort.
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Product Line Sales Target %of total sales1 P 5000 10%
2 P 20000 40
3 P 10000 20
4 P 5000 10
5 P 10000 20
P 50,000 100%
Product Line % of sales %of advertising Product Line
Objectives Advertising
1- Normal 10% 10% P 250
2- Plus Co-op 40% 20% P 500
3- Expand 20% 30% P 7504- Overstocked 10% 20% P 500
5- Normal 20% 20% P 500
100% 100% P 2500
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5. Personal5. PersonalSellingSelling
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PersonalSelling
4. Answering
Objections
5. Closing
1. Pre -
approach
3.
Presentation
2.
Approach
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1. Pre - approach
To secure enough information
about the customer to make aneffective approach.
Discover every fact of value in
making an effective approach andin quickly securing the customers
favorable attention and interest.
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2. Approach
To gain interest and put thecustomer in a receptive frame of
mind.
The customer must interested orfavorably impressed by you before
they will even talk to you.
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3. Presentation
To create a desire for the productor services of your start-up
business.
Presentation or demonstration is
usually effective if you physically
demonstrate the merchandise.
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4. Answering
Objections
You must gain the confidence ofthe customer.
You must convince the customer
Exhibit tact and patience indealing with customer objections.
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5. Closing
To secure action on the part ofthe customer.
Good salespeople may be required
to execute several trial closes
before they actually make the
sale.
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Number of Closing
Devices can be used to
complete a sale:
ASSUME THE SALE IS MADE you simply
assume, by word and action.- if t e customer does not stop you,
t en you ave made t e sale.
CLOSE ON A MINOR POINT give t e
customer a c oice between \somet ing
and somet ing[ rat er t an \somet ing
and not ing[.
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Number of Closing
Devices can be used to
complete a sale:
ADDED INDUCEMENT if t e customer
esitates, you may offer free delivery orcas discount.
SUMMARIZATION points c osen for
emp asis are t e ones t at matc t e
customers buying motives. ASK FOR THE ORDER overlooked met od
of closing is simply to ask for t e order.
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6. Why People6. Why Peopledo not Buydo not Buy
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Blocking a customersbuying motive.
Attitude of employees
Customers want to feel thatthey have made the desicion
not that it was forced on
them.
Lack of motivation
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7. How to Keep7. How to Keepyour Loyalyour Loyal
CustomersCustomers
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Keeping existing customers cost less
than attracting new ones.1.DELIVER THE GOODS h the key is
quality. Always ensure that your
product or service lives up to its
marketing promise.
2. BE HONEST never c eat on your
customers.
3. BE RELIABLE inform clients anscompensate t em for t e
inconvenience.
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4. SOLICIT FEEDB ACK ask customers
for t eir comments or suggestions on
your product and find ways to improve
it.
5. SHOW YOUR APPRECIATION sendyour customers t ank you cards or
small gifts.
6. INCENTIVES h free beverages or
food for certain amount of purchases,
discounts, rewards
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7. GO THE EXTRA MILE by offering
value added services
8. STAY IN TOUCH update t em about
your products and services.9. TREAT YOUR LOYAL CUSTOMERS AS
FRIENDS remember client names, act
as a friend, make customers feel youtruly care about t em.