The Easy Step By Step Guide To Writing Advertising Copy (easy Step By Step Guides)

prelims.p65 2 07/05/02, 11:05 Easy Step by Step Guide Writing Advertising Copy How to write winning copy that boosts response rates and gets results Pamela Brooks Rowmark prelims.p65 3 07/05/02, 11:05 First published in 2002 by Rowmark Ltd Unit 36 Broadmarsh Business & Innovation Centre Havant Hampshire PO9 1HS ISBN 0–9539856–3–6 © Pamela Brooks 2002 The right of Pamela Brooks to be identified as the author of this work has been asserted by her in accordance with the Copyright, Designs and Patents Act 1988. All rights reserved. No part of this publication may be reproduced in any material form (including photocopying or storing it in any medium by electronic means and whether or not transiently or incidentally to some other use of publication) without the written permission of the copyright owner except in accordance with the provisions of the Copyright, Designs and Patents Act 1988 or under the terms of a licence issued by the Copyright Licensing Agency Ltd, 90 Tottenham Court Road, London, W1P 9HE. Applications for the copyright owner’s written permission to reproduce any part of this publication should be addressed to the publisher. Warning: The doing of an unauthorised act in relation to a copyright work may result in both a civil claim for damages and criminal prosecution. Note: The material contained in this book is set out in good faith for general guidance and no liability can be accepted for loss or expense incurred as a result of relying in particular circumstances on statements made in this book. Typeset by Freelance Publishing Services, Brinscall, Lancs www.freelancepublishingservices.co.uk Printed in Great Britain by RPM Reprographics Ltd, Chichester. EL prelims.p65 4 07/05/02, 11:05 Contents About the author page ix Introduction 1 How to use this guide 2 What you will learn from this guide 2 1 Communication basics 5 Good communication is… 5 Identifying your target audience 6 What do you want to communicate? 7 What do you want your audience to do? 8 Accountability 9 Kipling’s honest serving men 9 Language 10 In summary 11 2 Advertising processes 13 Print advertising 13 The process of an advert 15 The advertising brief 16 Example brief 19 Legal matters 22 British Code of Advertising Practice 22 L prelims.p65 5 07/05/02, 11:05 Media buying 25 Mailing lists 26 Briefing the designer 27 In summary 29 3 Writing press adverts 31 The AIDA principle 31 Headlines 32 Body copy 36 Putting it all together 40 Example advert 40 Flashes 43 Incentives 43 Straplines/slogans 44 Reply coupons 45 Telephone response 46 In summary 47 4 Brochures and flyers 49 Formats 49 Get the brief right! 50 Example brochure brief 51 Example flyer brief 54 Headlines 56 Body copy 58 Illustrations 60 Example flyer 61 In summary 63 LE prelims.p65 6 07/05/02, 11:05 5 Corporate brochures 65 Get the brief right! 65 Example brief <