Instructions

In this exercise, we will walk through the steps of creating a print advertisement for a company selling a spray that removes odors in sporting gloves like football gloves.

Step 1: Choose a Concept. The following words commonly appear in advertising copy. Choose three or four words that will convey the message you want to send.

act hurry now save

advantage imagine opportunity thanks

benefit invite protect today

convenient know proven unique

discover learn results valuable

exciting limited time reward win

free new satisfaction

Step 2: Work Up the Copy. Take the words you chose in step 1 and write several sentences to describe or promote your business, product, or idea.

Your ad copy should answer five basic questions:

Who are you (and why should you be believed)?

What is your product?

How will it benefit the customer?

What do you want the customer to do?

Where can customers find or contact your business?

Analyze your sentences. Is your tone conversational? (It should be.) Are you targeting a specific market? Do you communicate your features, advantages, and benefits? Is your copy specific or general? (Specific is better.) Do you address your businesss competitive advantage? How can the copy be shortened?