Copy Platform and Print Ad

11/21/2020 10: Writing Advertising Copy

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10.7: Copy Platforms

Getting the ideas and information of an advertising situation

down on paper and organizing those ideas in such a way that

effective advertising copy can be produced from them is the

main purpose of the copy platform. A copy platform is not an

ad itself, but it will contain many of the ideas that will later

appear in the ad, and it will provide valuable information for

the ad copywriter. There is more than one version of a copy

platform. Copy platforms vary according to the advertising

agency and the advertiser, but most contain the same basic

information.

Ad subject: The Reps Fitness Club

Ad problem: Many people say they want to join a fitness

club but can’t fit it into their schedules.

Product characteristics:

Describe the copy platform10.7

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