Lesson notes, exercises, downloads, and recommended reading are below the video. On mobile, the video will rescale when you play it.


Top 20 Strategies for Persuasive Ad Copy: Advertising Copy Strategies

Your creatives want to develop compelling ad copy. So, what are the persuasive advertising copy strategies they can use? Let’s take a look…

Watching this video is worth 2 Management Courses CPD Points*.
🔎 See below for details

Marketing for Managers
This video is part of course module number 8.3.5
Program 8: Managing Customers & Clients
Course 3: Marketing for Managers
Section 5: Advertising

Other videos in this section include:
🎬 What is Advertising? And What are its Benefits? https://youtu.be/ksnD_EAeBqI
🎬 Planning an Advertising Campaign: Campaign Objective and Budget https://youtu.be/cVk1N0CedK0
🎬 Advertising Agencies: What They Offer and How to Select and Brief Them https://youtu.be/5l1Z8EUf8l8
🎬 The Creative Process: Developing, Writing, and Producing an Advert https://youtu.be/9-Fn_7-hg2M
🎬 All of the Advertising Media I Can Think of https://youtu.be/Eixco65Q3rQ
🎬 Media Buying: The Three Stages https://youtu.be/1-XHc2N-xvw
🎬 Advertising Campaign Monitoring & Evaluation https://youtu.be/x4jydb5wUL0

LESSON NOTES
Based on Logic
1. Data and Statistics
2. Expert endorsement and celebrity testimonial
3. Public service – Advice ads
4. Pain and Pill (problem-solution)
5. Promotions and rewards

Based on Emotion
6. We understand you and your needs – empathy
7. Appeal to positive emotions – loyalty, love, compassion, duty,
8. Appeal to negative emotions: Fear – the strongest emotion – and disgust
9. Evoke shock – or awe
10. Associate with your values

Based on Personality
11. Let’s show you the product – demonstration
12. Social proof – jump on the bandwagon
13. Familiarity – promote brand recognition
14. Characters and mascots
15. Point of view – the protagonist of the advert is like the user

Comparative
16. Before and After
17. Theirs and ours
18. Question and answer – we ask the right questions and we get the right answers

Clever
19. Our weakness is our strength
20. Knowing nod – meta ads that subvert the genre

RECOMMENDED EXERCISE
1. Which of these strategies can you identify in adverts you have seen or heard? Think about TV, video, radio, newspaper, magazine, and other adverts (4 MC CPD Points)
2. THink about a new advert for a product you know well. Which of these strategies could you use? (2 MC CPD Points)
3. Keep an eye on adverts from now on. Observe which strategies they use and how effective you consider them to be. (4 MC CPD Points)

DOWNLOADS
Free Resources
🧰 CPD Tools – https://gum.co/MC-CPD
Paid resources
🧳 Management Courses Onboarding Kit – https://gum.co/MC-ObK ($3)

RECOMMENDED READING
📖 Very quick overview
Marketing: A Very Short Introduction https://geni.us/ozSJF
📖 Good general overviews
Kotler on Marketing https://geni.us/JNeVHy
Positioning: The Battle for Your Mind https://geni.us/kGj4KCA
The 22 Immutable Laws of Marketing https://geni.us/RVU1
Marketing For Dummies https://geni.us/sZXAw
📖 Small business marketing
The 1-Page Marketing Plan https://geni.us/Xb4wBk
📖 For a textbook, you can’t go wrong with Kotler’s name on it!
Marketing: An Introduction https://geni.us/q4gzVOw
Principles of Marketing https://geni.us/gsFeMT5
Marketing Management https://geni.us/i3FO

⭕️ Links to our book recommendations are affiliated through Amazon

Managers Need a Basic set of kit to do your job well. Here are my top recommendations: https://kit.co/MikeClayton/manager-s-work-kit (the links are affiliated)

MANAGEMENT COURSES CONTINUING PROFESSIONAL DEVELOPMENT (CPD) POINTS
You can record your Management Courses CPD points on our free, downloadable CPD record log.
📓 Download it at: https://gum.co/MC-CPD
Each video has two levels of MC CPD points. For this video:
– If you simply watched the video, record 2 MC CPD points
– If you also carried out all of the recommended exercises, score a total of 12 MC CPD points

00:00 – Top 20 persuasive ad strategies
00:20 – Ad copy strategies based on logic
01:01 – Ad copy strategies based on Emotion
01:59 – Ad copy strategies based on personality
03:25 – Ad copy strategies based on comparisons
03:57 – Ad copy strategies based on being clever
04:57 – The tools advertisers use to persuade their audience

#Marketing #ManagementCourses #Advertising

source

Don Draper: In Mad Men, Advertising is Cool
Vance Packard – The Hidden Persuaders
David Ogilvy: The Father of Advertising
Seth Godin: Powerhouse of Marketing Ideas
Jean-Claude Larréché and Marketing Momentum
Theodore Levitt: Globalization of Marketing
Philip Kotler: The Father of Modern Marketing
Estée Lauder: The Mother of Modern Marketing
Advertising Campaign Monitoring & Evaluation
Media Buying: The Three Stages
All of the Advertising Media I Can Think of
The Creative Process: Developing, Writing, and Producing an Advert
Advertising Agencies: What They Offer and How to Select and Brief an Ad Agency
Planning an Advertising Campaign: Campaign Objective and Budget
What is Advertising? And What are its Benefits?
What is SEO? Search Engine Optimization
What is a USP? A Unique Selling Proposition
What is A/B Testing? …and Split Testing?
What is Remarketing? (or Retargeting)
What is Marketing Automation? And How to set it up.
What is Seth Godin’s Permission Marketing? And How to Build Your Campaign
What is Customer Relationship Management (CRM)? …And How to Use it.
What is the Customer Journey? And How to Visualize it
Seth Godin: What are Tribes?
Guy Kawasaki: What is Enchantment?
What is Public Relations (PR)?
What is the Marketing Channel Mix? Promotion Channel Strategy
Marketing Mix: The Fifth P – What is Positioning?
Marketing Mix: Crafting a Message – What is Promotion?
Marketing Mix: Place and Distribution Channels
Marketing Mix: Price and Pricing Strategy
Marketing Mix: Product – What is the Product Marketing?
What is the Marketing Mix – The 4Ps: Product, Price, Place, Promotion?
What is Multi-Level Marketing (MLM)?
What is a Customer Persona? …or Buyer Persona or Marketing Persona
What is Market Segmentation?
What is a Marketing Strategy?
What is Market Research?
What is a Brand Marketing Plan?
What is a Brand Strategy?
What is Brand Management?
What is a Brand? Brands and Branding

Mike Clayton

About Mike Clayton 

Dr Mike Clayton is a (former) Project Manager and now a management educator. Having trained thousands of people at live workshops, seminars, and conferences, he now delivers training mainly via video. He has 14 books with international publishers and runs two successful YouTube channels. He is also the founder of OnlinePMCourses.com

Leave a Reply

Your email address will not be published. Required fields are marked

{"email":"Email address invalid","url":"Website address invalid","required":"Required field missing"}

Never miss a good story!

 Subscribe to our newsletter to keep up with the latest trends!