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

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

called for. Stating this problem simply and directly sets the

stage for many of the other ideas that will appear on the

platform. The copywriter may encounter a number of

different advertising situations, but generally he or she will

zero in on just one—the one that the advertiser considers the

most important. The product characteristics are those that

might be helpful in formulating the ad. This list cannot be all-

inclusive; the copywriter will have to limit the list to those

items that relate directly to the advertising problem and items

that might otherwise make the product distinctive and

beneficial to the consumer.

The advertising objective is then drawn directly from the

advertising problem. The objective should be a way of

solving the problem.

The target market is the audience to whom the advertising

will be directed. A description of this audience should be

stated as simply and specifically as possible. Knowing exactly

who the audience is will help the copywriter come up with