DEVELOP CONTENT FOR USE IN MARKETING COMMUNICATIONS TO CREATE
INTEREST IN PRODUCT/BUSINESS/IDEA
Slide 2
WEB SITES Because the Internet is a fast-paced informational
tool, users generally want to obtain the information they need as
quickly as possible. Therefore, when writing information for the
Internet, developers must make the content easy to read. One way of
managing the content is breaking the text into small sections and
using headlines. Bullet points are also used to create content that
is quick and easy to read.
Slide 3
WEB SITES Long sentences and jargon are NOT usually recommended
because they often make the information more difficult to read and
understand. As a result, many customers leave the web site without
obtaining the information. Although stories and humor are often
used to create interest in content, they are not always
appropriate.
Slide 4
WEB SITE The content of a web site has a significant effect on
the success of the site. Content that is well written, interesting,
and to the point is easier for users to read and understand. Also,
it is important for the content to be concise because space on the
home page is often limited. For example, a home page should not go
on forever, but contain important information to attract attention
and lead users to more specific content on other pages.
Slide 5
WEB SITE Furthermore, these pages should provide interesting
and relevant information and guide users to more detailed pages if
users want more information. Users will lose interest if a home
page is unnecessarily long and includes lengthy content. The design
of a web page may be simple or complex, but the content should be
both interesting and concise.
Slide 6
WEB SITE An advertising agency may be asked to develop text for
a client's web site, so the agency's copywriter must understand the
ways in which visitors use the web site to obtain relevant
information. A general rule of thumb is that the web site's text
should be as concise as possible because web surfers do not want to
spend a lot of time clicking through several pages or screens to
obtain the information they want.
Slide 7
WEBSITE If the information they want is difficult to locate,
the web surfer is likely to go to another web site where it is
easier to scan the text and obtain the information that s/he wants.
To develop concise text, the copywriter might use bullet points,
lists, and short paragraphs with headings. The tagline, the
ordering information, and the promotional copy that translates
product features into benefits are types of relevant information
that web surfers might want to locate on the web site.
Slide 8
DIRECT MAIL ADS Aim the message to specific customers. For
example, a local retailer can send special invitations to its
important customers and exclude everyone else. The direct-mail
advertiser does not compete with other advertisers. Direct mail
must comply with the postal regulations. Direct mail usually
targets a specific market rather than focusing on a mass
market.
Slide 9
DIRECT MAIL ADS Develop copy that is in more detail than that
in print advertisements. Since direct-mail advertisements are sent
to specific market segments, more information can be provided
because the audience will be interested in reading the mailing.
Direct-mail advertisements are being personalized so that readers
feel that the letters are written specifically for them. In
addition, advertisers who use direct mail are able to obtain
immediate, measurable results.
Slide 10
DIRECT MAIL ADS - DISADVANTAGES Many people think of the
letters as "junk mail" to be discarded without opening. Direct mail
includes promotional pieces such as coupons, catalogs, newsletters,
reply cards, etc. Because many people receive large amounts of
direct mail on a regular basis, they often do not read it carefully
or they immediately discard it.
Slide 11
DIRECT MAIL ADS - ADVANTAGES The advantages of using direct
mail is that the advertiser can be selective about who receives it
and can choose from a wide variety of letter formats. People do not
expect direct-mail letters to arrive at specific times.
Slide 12
ADDRESSING DIRECT MAIL ADS According to research, between
60-80% of people read a letter addressed to them by name. However,
fewer than 40% read one addressed to them by title, and just over
20% read it when it is addressed to the company alone.
Consequently, it is ineffective to address direct mail to a
company.
Slide 13
DIRECT MAIL ADS Many types of direct-mail advertising efforts
include coupons, reply cards, or other ways for consumers to
respond. The advantage of this is the results of the effort are
measurable and advertisers find out exactly how effective the
effort was. For example, if a direct-mail letter containing a
coupon is sent to 100,000 consumers and 70,000 redeem the coupon,
the advertiser knows that 70% responded. This level of response
indicates the effort was effective in reaching the target
audience.
Slide 14
DIRECT MAIL ADS Direct-mail campaigns are often expensive
because of the costs of printing and mailing. Direct-mail
advertising is now considered a traditional method that is
competitive. However, including coupons or reply cards does NOT
make the direct-mail advertising traditional or competitive.
Slide 15
DIRECT-MAIL MARKETING Direct mail offers are extremely common
today. Consequently, many people consider them to be junk mail, and
either throw them away. To avoid this problem, it is important the
mailing piece be designed to attract attention and stand out from
all the other offers.
Slide 16
DIRECT MAIL MARKETING The mailing pieces should be unique and
interesting enough that recipients are encouraged to open and read
them. Using a team's logo on the envelope is one way to attract
attention. It is NOT important to print the mailing piece on
expensive paper. Direct mail offers should be
personalized/addressed to specific individuals. It is usually more
effective to target a specific market rather than send the piece to
everyone in the area.
Slide 17
REVIEW
Slide 18
1 (2). When writing information to post on web sites, internet
businesses should: A.break the text into short, manageable sections
with many headlines. B.boost content appeal and interest with
quips, stories, and humor. C.use jargon and bulleted points to
emphasis important content. D.consolidate information by
constructing long, descriptive sentences.
Slide 19
1 (2). When writing information to post on web sites, internet
businesses should: A.break the text into short, manageable sections
with many headlines. B.boost content appeal and interest with
quips, stories, and humor. C.use jargon and bulleted points to
emphasis important content. D.consolidate information by
constructing long, descriptive sentences.
Slide 20
2 (2). Why is it important for Internet businesses to write
content for their web-site home pages that is interesting as well
as concise? A. Message is complex B. Access is restricted C. Design
is simple D. Space is limited
Slide 21
2 (2). Why is it important for Internet businesses to write
content for their web-site home pages that is interesting as well
as concise? A. Message is complex B. Access is restricted C. Design
is simple D. Space is limited
Slide 22
3 (2). When an advertising agency develops content for a
client's web site, the writer should format the text so it is easy
for the web site's visitors: A. Order desired goods B. Identify the
tagline C. Locate relevant information D. Translate features into
benefits
Slide 23
3 (2). When an advertising agency develops content for a
client's web site, the writer should format the text so it is easy
for the web site's visitors: A. Order desired goods B. Identify the
tagline C. Locate relevant information D. Translate features into
benefits
Slide 24
63 (2). One of the advantages of direct- mail advertising is
that the advertiser can A. Aim the message to specific customers B.
Avoid complying with postal regulations C. Focus on mass marketing
techniques D. Compete with other advertisers
Slide 25
63 (2). One of the advantages of direct- mail advertising is
that the advertiser can A. Aim the message to specific customers B.
Avoid complying with postal regulations C. Focus on mass marketing
techniques D. Compete with other advertisers
Slide 26
64 (2). When writing direct-mail advertising letters, the
account executive responsible for promoting a team in the National
Hockey League should: A. Develop more detailed copy than in print
ads B. Write copy that will appeal to a mass audience C. Attempt to
depersonalize the message D. Recognize that the results of the
direct-mail effort cannot be measured
Slide 27
64 (2). When writing direct-mail advertising letters, the
account executive responsible for promoting a team in the National
Hockey League should: A. Develop more detailed copy than in print
ads B. Write copy that will appeal to a mass audience C. Attempt to
depersonalize the message D. Recognize that the results of the
direct-mail effort cannot be measured
Slide 28
65 (2). Which of the following is a disadvantage of using
direct-mail letters as a form of promotion: A. The advertiser is
limited to the type of letter formats that are available B. The
advertiser cannot be selective about who receives the letters C.
Many people think of the letters as junk mail to be discarded
without opening D. People usually expect the letters to arrive at
specific times
Slide 29
65 (2). Which of the following is a disadvantage of using
direct-mail letters as a form of promotion: A. The advertise is
limited to the type of letter formats that are available B. The
advertiser cannot be selective about who receives the letters C.
Many people think of the letters as junk mail to be discarded
without opening D. People usually expect the letters to arrive at
specific times
Slide 30
66 (2). What is the most ineffective way to address a piece of
direct mail? A. To the title of the recipient B. To the company C.
To the recipient by name D. To the recipient by name and title
Slide 31
66 (2). What is the most ineffective way to address a piece of
direct mail? A. To the title of the recipient B. To the company C.
To the recipient by name D. To the recipient by name and title
Slide 32
67 (2). One advantage of writing direct-mail letters that
include coupons or reply cards is that the result of the
advertising effort is: A. Inexpensive B. Traditional C. Measurable
D. Competitive
Slide 33
67 (2). One advantage of writing direct-mail letters that
include coupons or reply cards is that the result of the
advertising effort is: A. Inexpensive B. Traditional C. Measurable
D. Competitive
Slide 34
82 (2). When developing a direct mail offer for sport/event
products, it is important that the mailing piece be: A. Addressed
in an impersonal way B. Printed on expensive paper C. Designed to
attract attention D. Sent to everyone in the area
Slide 35
82 (2). When developing a direct mail offer for sport/event
products, it is important that the mailing piece be: A. Addressed
in an impersonal way B. Printed on expensive paper C. Designed to
attract attention D. Sent to everyone in the area