Advertising 5

Altstiel, Grow, and Jennings

Who emphasize the continuing importance of fresh concepts and strong "big ideas" even as advertising technology and media continue to change.

Creativity

in advertising means finding an interesting and meaningful way to communicate what a brand can offer to consumers.

feature

describes something that the product has or does.

benefit

explains why that feature matters to the consumer.

Copywriting

transforms advertising strategy into language.

headline

is designed to attract attention and introduce the central advertising idea.

Body

copy develops the message introduced by the headline.

tagline

is a short phrase that helps express or reinforce the personality of the brand.

call to action

tells the audience what they can do next.

Writing for the Consumer

Good advertising copy should sound as though it is communicating with consumers rather than at them.

brand voice

refers to the consistent way a brand communicates.