Copy Platform and Print Ad

11/21/2020 10: Writing Advertising Copy

https://revel-ise.pearson.com/courses/5f3ac3c0862858001a3d6c5d/assignments/44820b21-78fc-475a-92c9-232476bfd335/pages/a76ab98870405d13f1799c2c762e4d… 1/1

Many of the factors in developing an ad begin to come

together in the copy platform. The copywriter must finally

commit to paper what he or she has learned about the

product and the audience and must develop ideas from that

information. The example of the copy platform shows some

of the elements that make up the platform. Note that the

advertising problem is the first piece of information that is

Box 10.2 

The Copy Platform

A copy platform is a way of gathering information

about a product and matching it with the

advertising situation. Not all of the product

characteristics need to relate to the advertising

problem, but by listing them together, some

creative theme might suggest itself. The platform

here lists a number of characteristics that could be

emphasized in an advertising campaign depending

on the advertising problem that needs to be solved.