"What you say, times how many times you say it, is the only thing that
works in advertising today" -- Dave Gifford
"Elements of a Successful
- Specific offer to sell
- Feature of product/service
- Your voice
- On-going theme over time
- Benefit to listener
- Copy tells
listener how to respond
- Add urgency
- Testimonial from customer
- Your slogan/positioning statement
- Musical logo
* Try not to run ads with fewer than 8 of these elements!
to make Your Commercial Work"
(Be sure your ad answers each of these questions)
1.) Whom are you talking to?
2.) What do you want your potential customers
3.) What proof is there your message is true?
how will your potential customer benefit?
5.) What do you want you potential
customer to do when they find out?