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Essay Details:
Essay text:
Write a copy platform
? 2. Develop a creative concept
? 3. Choose an approach
What is a "copy platform?"
? a written statement of objectives and a summary of information for an ad or ad campaign.
? List product's selling points and benefits
What is a creative concept?
? an idea that provides a basis for the selection and arrangement of ad materials
? The big idea
? unifying theme
? communicates your "selling message”
Writing the Ad--OBJECTIVE
? A - command attention
? I - sustain interest
? D - create desire
? C - cause conviction
? A - instigate action
The Creative Execution
The competitive edge
Connecting with the head and heart
What is the "Big Idea?”
? A selling premise
? A unifying theme
Identifies the:
o adv...
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