https://padlet.com/phillipegabrielv/s1829hmvtcjjkow4 This is my weekly learning log for ADV61704 Strategic Copywriting in theMarch 2023 semester en-us 2023-04-26 13:34:38 UTC 2026-02-05 12:34:04 UTC hello@padlet.com phillipegabrielv https://padlet.com/phillipegabrielv/s1829hmvtcjjkow4/wish/2568809755 In this lecture, I learned about 3Ps.
this 3ps is different from the marketing 3ps and it is quite new about me.
From here, I know that 3ps is really important for clients to make their advertisement success. However, many startups they dont even have clear 3ps, and thats it the use of ABM, to help them narrow it down. Firstly, I learn about 
1. Prospect 
When you try to demographically categorize your client, understanding the personality of client. regarding about the gender, generation value. 
-Prospect is knowing deeper the target audiences or the client. 
- 2 things for narrowing target market 
a. Segment the market
-Dividing the market into groups with the same areas to identify who is the people who are in the market, and eliminates who are not.  
b. target the audience segment
-6 key consumer characteristic
1. Demographic : age, gender, ethnic
2. Life-stage : stage in consumer life cycle ( children or young living with parents, etc)
3. Geographic : Where the customer live
4. Psychographic : How people spent their money, they interest and opinion
5.Behavioural : Devide people into group based on their brand usage
6. Values and Benefit Based

Target-identify by prioritizing the important characteristic that predicts which customers are the most prospective.

2. Product
-USP : Unique Selling Point.
-What make your product characters different from another.
-you have that "thing" but another product dont have it. 
-benefits and value 
-Products need to have a focus point. Where the customer able to highlight them.


3. Pugilist 
-All about competition and comparation.
-If I win, then who lose?
-understand the competition
-can be direct competition or indirect competition.


]]> 2023-04-26 13:36:13 UTC https://padlet.com/phillipegabrielv/s1829hmvtcjjkow4/wish/2568809755 phillipegabrielv https://padlet.com/phillipegabrielv/s1829hmvtcjjkow4/wish/2579170188 In this lecture, I learned a lot of things about Creative Brief. As i am not from ABM student, at first I just feel that creative brief is not that important. However, It's totally wrong. Creative brief is the foundation on how the design and the result will be made. So, let say the creative brief is not cleared or arranged wrongly, then it will definitely ruined the whole design and the plan.
Hence, The good creative brief need to be clear, simple, and inherently competitive.
Moreover, I also learn about tone and manner of advertising message, to build the audience's way of thinking about the product.  
The big idea is the essence of what is the main goal we want to reach in the end of the day, what we are actually expect to the target audience. 
I also learn that we as an advertiser, not really need to engage all people, yet we need to focusing our expectation to our target audiences.
 ]]> 2023-05-05 06:36:24 UTC https://padlet.com/phillipegabrielv/s1829hmvtcjjkow4/wish/2579170188 phillipegabrielv https://padlet.com/phillipegabrielv/s1829hmvtcjjkow4/wish/2582040729 Today I learn about doing research about our client first, and the importance of research. People that do research about the client, will deeply know the client better and the result will also better, rather than making a advertising project without research. 
Advertising research is to understand whom you speaking with about your messages.  
Advertising is a specialized form of marketing research to improve the efficiency of advertising. 
I also learn about variety of approached for advertising research like situation analysis, focus group, concept testing, and copy testing. I directly search in the YouTube about copy testing, and it look so fun. People gathered and they can make a slogan by the word provided. 
Also learn about the anthropological, sociological, and psychological approaches in the advertising research. 

Audience will know if you are not doing research. (Ms Fahizah)






]]> 2023-05-08 13:19:35 UTC https://padlet.com/phillipegabrielv/s1829hmvtcjjkow4/wish/2582040729 phillipegabrielv https://padlet.com/phillipegabrielv/s1829hmvtcjjkow4/wish/2590809640 Today I learn about the writing style for advertising especially for the body copy.
I learn about the important thing of body copy, the techniques, etc.
In making a body copy, Don't over punctuate, and Make it simple. Your copy need to have the flair that make sense.
adese : very cliche
-Body copy is one of the main reason why a product sells. (Motivate the reader to act, deliver the importance that what the brand will give)
-Body copy is a main text in advertisement to help readers getting their interest and remembered the reason why the item is liked.
-Technique to make body copy :
-Puffery : over exaggeratively that something not make sense
-Testimonial : how a product gave benefit to someone
- Narrative : tells a relatable story to the audience.

Emotional is us used to engage the audience desire. The advertiser usually use personal pronouns, you" to stimulate direct personal communications with their audience

 ]]> 2023-05-15 06:21:53 UTC https://padlet.com/phillipegabrielv/s1829hmvtcjjkow4/wish/2590809640 phillipegabrielv https://padlet.com/phillipegabrielv/s1829hmvtcjjkow4/wish/2602572895 In this lecture I got something new, my eyes stare at the word "theater of mind". It's really interesting because from this i know that making an advertisement using radio is not that easy, beside need to attract the people, It need to also make people able to imagine the scene. It's something like making a cinema, but only using voices without any visuals, and still make the audience cry, laugh, etc. 
Moreover, I also learn about fleeting message that need repetition,. It is another challenges for radio ad maker, how to make the scenario that even it need to be repetitively played, but it can deliver well to both of the audience. The audience that have heard that ad, and the new audience that never heard the ad. 
For the first type of audience, how to make them not bored with the ad, and still listen it, or it even make the ad planted in their brain. 
For the second type of audience, how to make them feel attracted, able to directly imagine. 

"What is the audience's response that indicate radio ad is success"?
it can be seen from this kind of sentence, "i got to have this thing" "I have been through this before" and also "Yes, it useful"
From this 3 of sentence, when the audience already consider the usefulness of the product, then it will make them  buy the product. 

Lastly, I saw a video about 4 main parts to radio ad
1. Grab audience attention in 3-5 seconds
2. Make an irresistible offer to make them stay 
3. rally them to act now
4 Use music only if it make the commercial stronger, dont overuse sound effect. 

In conclusion, writing a radio ad need to be able to quickly attract and hold the audience attention, make them able to imagine, and lastly encourage them doing actions. 

]]> 2023-05-24 02:44:48 UTC https://padlet.com/phillipegabrielv/s1829hmvtcjjkow4/wish/2602572895