Copy Platform and Print Ad

11/21/2020 10: Writing Advertising Copy

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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

the next and most important part of the copy platform: the

statement of benefit and appeal.

Advertising should tell its audience the benefit of a product,

the answer to the question “What’s in it for me?” The

advertising should state, implicitly or explicitly, why the

product or service is good for the consumer, why the

consumer should buy it, or what the consumer can expect

from it. This statement of benefit and appeal is the most

persuasive part of an advertisement, and its importance

cannot be overestimated. Here are a few examples:

You’ll save money if you buy our product.

You’ll be safer if you use our product.

You’ll live more comfortably if you have our product.

These benefits relate directly to the discussion of needs and

wants at the beginning of this chapter. Such appeals are

highly potent ones for advertising, and they have been highly