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*.
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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)
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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.
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– 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
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