By the end of the session you will be able to:
Recognise the critical role white space plays in creating an effective
advertisement.
Define competitive edge and identify areas of differentiation for
your organisation.
Apply a five stage model to ensure any advertising creates maximum impact.
Write a benefit headline which targets potential clients for your
product / service.
Practice copy creation – using features advantages and benefits
and link phrases.
Decide when to invest in advertising – identifying high yield
opportunities by product grouping.
Acknowledge the importance of cost analysis and response review
to ensure effective utilisation of your advertising spend.
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The role of an advertisement :
To attract and hold the favourable attention of the maximum number
of the right kind of prospects whilst a selling story is delivered
and positive reaction induced.
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