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An in-depth exploration of advertising as a communication tool, focusing on the development and execution of copy strategies. It covers the importance of copy in advertising, the role of copy strategy in brand positioning, and the responsibilities of brand managers and advertising agencies in creating effective copy. The document also discusses the principles of good copy and the factors considered in its development.
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Lesson 33 ADVERTISING Introduction We have briefly talked about the tools of communication as advertising, promotions and a few others. The discussion took place in the context of the fundamental understanding of how and why they should be considered while they constitute parts of strategic communication campaigns. This lecture is going to look into the very mechanics of the vital tool – advertising. Advertising It is the most visible and dynamic form of communication. It is captivating because it emotionalizes facts. A good advertisement turns facts into positive feelings that appeal to our emotions, and actuate us to take an action into buying something. A good advertisement therefore is more about sales than emotions; stirring emotions is a means toward the end that is sales. What we need to comprehend in relation to advertising is the following fundamentals: