Instructions: Make a copy of this template for your own use by selecting File (menu) | Make a copy. Assignment: As a copywriter for ______, you have been assigned to compose a two-step space ad....

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Instructions: Make a copy of this template for your own use by selecting File (menu) | Make a copy.


Assignment: As a copywriter for ______, you have been assigned to compose a two-step space ad.


First, write a 20-30 word small space ad that contains one headline, one or two lines of body copy, and a call to action.


Second, write a 250-350 word, full-page ad that




  • sells benefits, not features




  • organizes ad copy using the AIDA motivational sequence (Attention, Interest, Desire, Action)




  • stands upon a foundation of easy-to-read copy that earns a Flesch-Kincaid reading ease score of 80+




  • rests upon a solid bedrock of emotionally engaging copy




  • includes a visual, a caption, a headline, body copy, subheadings within the body copy, a call-to-action, and a signature.




The artistic director on the project will, of course, be responsible for laying out and creating the visual for the final advertisement. Still, you prepare yourself to work with an artistic director by formatting your copy using the copywriter’s manuscript format and opening your copy with a copywriter’s rough.



Strategy


Before your start composing your two-step space ad, write down the elements of your strategy. Writing down your strategic markers does not commit you to using them. In the process of writing your ad, if you discover a better approach to writing your two-step space ad, you may come back here, update the elements of your strategy to match the substance of your two-step space ad, and compose an ad that is in keeping with the elements of your copywriting strategy.


Rule of One Touchstones


























One Inevitable Response






One Irresistible Offer






One Desirable Benefit






One Target Emotion






One Captivating Story






Product Category: Fad, Commodity, Brand, Love Mark










Product Category






Copy Length: Long Copy or Short Copy










Copy Length






Answered Same DayDec 08, 2021

Answer To: Instructions: Make a copy of this template for your own use by selecting File (menu) | Make a copy....

Dilpreet answered on Dec 09 2021
154 Votes
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Title: Two-Step Space Advertisement for Silverbrook
Farm
Heading
    Connect with the producers, Join Silverbrook’s CSA program.
Lines of the body
    Join Silverbrook’s community supported agriculture program and enjoy the harvest of your selected farm. Be a member of an exceptional food production and distribution system.
Call to action
    Sign up now to be a member of the exclusive CSA program.
Full page advertisement
    The seasonal harvest is upon our community and this is the last...
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