Concepts of Advertising

SAIGON TECHNOLOGY UNIVERSITY

FACULTY OF DESIGN
Nguyn l vit li qung co
NI DUNG
Nguyn l vit li qung co
Cu trc ca thng ip qung co
Ting vit, nhng iu c th cha bit
Ngn t trong thng ip qung co
Lp lun trong qung co
Vit li qung co cho n phm/ radio/ bo,
tp ch/ TVC
Nguyn l vit li qung co
Copywriter anh l ai
Ngi vit li qung co v tng qung co, l
nh truyn thng v nhng li ch m mt sn phm
v dch v mang ti cho khch hng.
Ngi ni tht v sn phm/ dch v ca khch hng
mt cch hay ho
Qung co l mt ngh thut v copywriter l ngh s
bn hng bng ngn ng c th ca qung co.
Top ten nhn dng mt copywriter nh ngh
Lun lun t m vi hai cu hi ti sao v nh th no?
i vi mi s vt hin tng
Thng b thi min trc nhng hnh nh c gi
bng li
Tn hng mi kha cnh ca truyn thng i chng
Nhn thy c hai mt ca mt l l
L mt ngi lnh o bm sinh, va th ng li va ni
tri
Top ten nhn dng mt copywriter nh ngh
Tht s quan tm n mi ngi v nhng g
khin h hi lng
Thch chia s nhu cu vi mi ngi
C tr tng tng mnh m
Tip cn t m v rt logic i vi cc vn
mang tnh k thut
C c khi hi
3 chng ng lm pho th
trong 1 copywriter
Mr. Involvement: Thu hiu mi tng quan gia
ngi bn hng v ngi mua hng.
Mr. Reward: thuyt phc c ngi tiu dung mua
hng chnh l phn thng c th nht
Mr. Achievement: thnh tch c nhn l s cng
hng cho thnh qu ca nhm sng to
Creative brief
nh hng sng to l hnh trang
khng th thiu ca mt copywriter
Creative brief l g?
Mt trong nhng ti liu quan trng nht ca
Copywriter
L bn nh hng sng to v dn ng
cho li ung co ca Copywriter
Nu khng c v thu hiu creative brief,
Copywriter c nguy c mc hi chng L.O.I
v mt kh nng nh v mc tiu khi vit li
qung co.
Copywriter v hi chng L.O.I
L.O.I = LACK OF INFORMATION
Thiu thng tin l mt trong nhng nguy c
ln nht khin ngn t qung co ca
Copywriter b lc li v n c
THT KIM
ca Copywriter
Tht kim trong creative brief
1. Thng tin v sn phm/ dch v ra sao?
2. Mc tiu marketing mun t l g?
3. Khch hng s ngh g? Lm g qua mu
qung co?
4. Bn ang i thoi vi ai?
5. Thng ip quan trng nht t thung hiu?
6. L do tin tng ca thng hiu l g?
7. Bn phi hon thnh mu qung co vi
nhng rang buc no? (thi gian/ quy cch/
th loi)
Thnh phn dinh dng ca li
qung co nng k
50% thng tin
+ 15% cm hng
+ 25% c tnh
+ 10% m hi
= li qung co hiu qu
3 ip v bt kh thi ca 1
Copywriter
1. Gy s ch
2. Truyn thng ip tt
3. Thuyt phc tt
Copywriter anh s lm g?
Nu ip vin 007 c v kh thc thi
s mnh, ti sao Copywriter li khng?
Headline
l v kh ti
thng ca
Copywriter
V kh ti thng: Headline
Nu anh bt u bng 1 cu headline tt,
anh gn nh chc chn s hu mt mu
qung co tt. Nhng nu anh bn ra 1
cu headline ti th thm ch mt nh vn
thin ngh nht cng khng ti no cu ni
mu qung co
(John Caples)
How to make your advertising make money
V kh ti thng: Headline
Nu bn c 10 ting ng h sng to
mt qung co, hy dung 9 ting cho cu
ch
(iu lut vng th 30 trong tuyt ho tip th Che)
V kh ti thng: Headline
Headline l thnh t quan trng nht trong
hu ht cc mu qung co. l bc in
tn quyt nh vic khch hng c c copy
hay khng
S ngi c headline nhiu gp 5 ln s
ngi c body copy. Khi bn c giao
vit copy bn xi ht 80 cent trn mi
ng la ca khch hng
V kh ti thng: Headline
Nu bn khng lm c g c th bn
c trong cu headline, bn nm ht
80% s tin ca khch hng qua ca s
(David Ogilvy)
C mu qung co no khng
cn headline?
C. Khi tng t hnh nh qu mnh,
headline trong mu qung co c th khng
cn cn thit hoc s tang hnh vi mt
mnh lc hu hnh
Vit ra sao gy s ch ?
Trong tt c cc hnh thc qung co, n
tng u tin m khch hng nhn, c
hoc nghe thy chnh l ranh gii gia
thnh cng v tht bi ca mu qung co

n tng u tin c tr u
trong mu qung co?
Trong Ptint ad: headline v hnh nh
Trong brochure: trang ba
Trong radio v TCV: Nhng giy u tin
Trong direct mail: phn copy trn phong b
v vi cu u ca bc th
Trong press realease: on mo u
Trong thuyt trnh bn hng: mt vi slice
hay biu u tin c gii thiu
Vit ra sao gy s ch ?
Cu headline ca bn phi thc thi 4
nhim v
1. Gy ch
2. Chn lc khch hng mc tiu
3. a ra mt thng ip c th
4. To nn chn dung khch hng trong
phn bodycopy
8 loi headline gip 1
copywriter mua may bn t
Nu phi vit li
qung co cho cht
lng v bn
ca mt loi xe my
vi hnh nh tng
t, bn c th c 8
cch vit headline
8 loi headline gip 1 copywriter
mua may bn t
1. Direct Headline
XE MY XYZ KHE NH TRU, CY LU
MIT MI
XE BN NH TRU, LI CNG LU
CNG KHOI
8 loi headline gip 1 copywriter
mua may bn t
2. Indirect Headline
C MT LOI TRU CH CN XNG V
THAY NHT
TRU BN TH, CY BN PHNG
8 loi headline gip 1 copywriter
mua may bn t
3. News Headline
CHNG TI C MT LOI XE GN
MY CHO BN THA H CY
CHNG TI C MT LOI XE GN
MY BN HN BN NGH
8 loi headline gip 1 copywriter
mua may bn t
4. How to Headline
BN NN BIT CCH LI MT CON TRU
HAI BNH
BN TH SC BN CA MT CHIC XE
GN MY BNG CCH NO?
8 loi headline gip 1 copywriter
mua may bn t
5. Question Headline
BN C THCH CI MT CON TRU HAI
BNH
TI SAO PHI CM HAI SNG M KHNG
PHI L TAY LI CA XE GN MY MI?
8 loi headline gip 1 copywriter
mua may bn t
6. Command Headline
HY LN YN, GI TAY LI, KHI NG V
SANG S
HY LN YN V CY VI XE XYZ CA
CHNG TI
8 loi headline gip 1 copywriter
mua may bn t
7. Reason why Headline
9 L DO CHN MUA XE GN MY XYZ
3 BC LM CH MT CON TRU HAI
BNH
8 loi headline gip 1 copywriter
mua may bn t
8. Testimonial Headline
C XE XYZ L TI YN TM CY
CY TI BN VI XE XYZ
Cu headline, bodycopy v hnh
nh l 3 thnh t gip khi ng
c my qung co sng to
C my sng to ca bn phi:
1. Gy c s ch
2. To ra s tin tng
3. Biu l li ch ca sn phm v
dch v
4. Thc y hnh ng
Li qung co bn vit ra c to s
ham mun mua hng khng nu:
1. Nu bodycopy bt u t mt im khc vi
cu headline, subheadline v ngi c khng
bt song c
2. Nu bodycopy ca bn nhm chn khin ngi
c nhanh chng b qua
3. Nu bodycopy c mt t di, chuyn nghip v
xa l vi 20% ngi c
Li qung co bn vit ra c to s
ham mun mua hng khng nu:
4. Nu bodycopy c mt t v ngha khin tt c
bin thnh lng ngn v mt tin tng
5. Nu bodycopy khng a ra thng tin cn
thit
6. Nu bodycopy qu k thut v kh hiu.
Li qung co bn vit ra c to s
ham mun mua hng khng nu:
7. Nu bodycopy khng c tnh k
thut p ng cho i tng ham
m khoa hc v b qua nhiu iu
khng gii thch tha ng?
8. Nu ngi c c m khng b tc
ng?
Li qung co bn vit ra c to s
ham mun mua hng khng nu:
9. Nu vn phm trong bodycopy
qu t?
10. Nu bodycopy khng bao gm
ngi c
Li qung co bn vit ra c to s
ham mun mua hng khng nu:
11. Nu bodycopy a ra tin ch m
khng gii quyt bt k vn no
cho i tng?
12. Nu bodycopy khng c thng ip
khuyn d ngi c?
Trit l bn tay,
qu trng g
v 3 ch N
Nu v
Copywriter nh
bn tay ca
qung co , 5
ngn tay ca
bn s lm g?
Nu v Copywriter nh bn tay ca qung
co , 5 ngn tay ca bn s lm g?
1. Ngn t: nghe kinh nghim sng
2. Ngn p t: ni ln tm nim ca bn
3. Ngn gia: c ngh ca khch hng
4. Ngn tr: vit li qung co
5. Ngn ci: sng to khng ngng
Copywriter v qu trng g
Rule 1: Hy ph v
cc nguyn tc
qung co sng to
Rule 2: mun ph
v nguyn tc
trc ht phi lnh
hi nguyn tc
Copywriter v 3 ch N
Nhn
Hc hiu ngi
Nhn
Sng to kin nhn
Nhn
Cho cuc sng tht nhiu
nhn tht nhiu t cuc sng
sng to qung co tt bn hy:
1. Khng s sai lm trong s dng ngn t
2. Khng gp gp
3. T chi thuyt hon ho
4. Lm mi th bng sc mnh ca bn
n c ng ngay t ln u. Bn phi
lm bi tp trc khi thc s sng to
ra mu qung co
Copywriter Anh l ai?
Copywriter l ngi phi vit copy cho nhiu
loi hnh vt phm qung co:
Kch bn phim QC (TVC)
Radio
Direct mail
Slogan, brand name
Brochure, leaflet, banner
Copywriter = i 101 ngy ng + hc 1001
bi hc vng + vit 01 sng khn
Mo vt cho Copywriter
Thuc danh ngn cng nhiu cng tt
Nh thnh ng cng nhiu cng hay
Tp thi quen nhn nh thy li, nhn li
thy nh
Vit l thy thy l vit
Tch cc xem cc gameshow
Treo bt ch ti nhng ni nhy cm trong
nh c th kp vit ra nhng cu headline
crazy nht
C o p y w r i t e r !
Hy ting ci, c
khi hi, t duy ngn
ng v nhit tm ca
bn n r trn cnh
ng sng to
Copywriting = RIGHT copy for RIGHT idea