MDM555 Week 1
Annotated
Bibliography
Deng, O. (2022). What is a Persona? Everything You Need to Know. HubSpot Blog. Retrieved from https://blog.hubspot.com/marketing/what-is-persona
This blog post by O. Deng explains what a buyer persona is—a detailed, semi-fictional representation of a target customer based on market research and data about existing customers. It highlights the importance of personas in understanding customer needs and behaviors and provides a step-by-step guide on creating them. The post emphasizes the role of buyer personas in personalizing marketing efforts, improving customer engagement, and guiding business decisions. It also offers practical tips and examples for creating effective personas. The source is objective, presenting a balanced view of the benefits of using buyer personas. Deng is a credible source known for her marketing and inbound sales expertise. The content is reliable and current, offering valuable insights for marketers. This source complements other entries in the annotated bibliography by providing a comprehensive guide to creating buyer personas. It has reinforced the importance of understanding customer segments and tailoring marketing strategies accordingly. This information will be used to develop more targeted and effective marketing campaigns.
Henneke, E. (n.d.). Features vs benefits: What’s the difference? (With examples). Enchanting Marketing. Retrieved from https://www.enchantingmarketing.com/features-and-benefits/?form=MG0AV3#why
This article explains the key differences between the features and benefits in copywriting. It emphasizes the importance of focusing on benefits to connect with users emotionally and demonstrates the value of a product or service. Practical examples illustrate how emphasizing benefits can make ad copy more persuasive and compelling. The article clearly distinguishes features from benefits, emphasizes the emotional appeal of benefits, and applies these concepts in the practical application of copywriting. The source is objective, providing a balanced view of the importance of both features and benefits in copywriting. The author, Henneke, is a credible source known for her expertise in marketing and copywriting. The content is reliable and current, offering practical and relevant insights for copywriters. This source provides a practical framework for understanding the features and benefits of copywriting. It supports the idea that benefits, when effectively communicated, can significantly enhance the persuasiveness of ad copy. This information has stressed the importance of emotional connection in marketing and will be used to create more convincing and compelling ad copy in future projects.
Levkova, V. (2024). 5 Steps for Writing Ad Copy That Sells. Hop Online. Retrieved from https://www.hop.online/blog/5-tips-on-how-to-write-ad-copy-that-sells
The blog post "5 Steps for Writing Ad Copy That Sells" by V. Levkova provides a step-by-step guide on creating compelling ad copy. It emphasizes the importance of solving a problem, using emotional triggers, and keeping the copy concise and relevant to the target audience. The post highlights key elements such as problem-solving, emotional engagement, and relevance, which are crucial for effective ad copywriting. These topics are directly related to improving advertisements' persuasiveness and conversion rates. The source is objective, presenting practical advice without bias. Levkova is a credible source known for her expertise in digital marketing strategies, making the content reliable and current. This source complements other entries in the annotated bibliography by offering actionable tips for writing ad copy. It has reinforced the importance of addressing customer needs and emotions in marketing communications. This information will be used to enhance the effectiveness of future ad campaigns.
Mastropierro, C. (n.d.). Features vs benefits copywriting explained with examples. Retrieved from https://carminemastropierro.com/features-vs-benefits-copywriting/?form=MG0AV3
This article by Carmine Mastropierro discusses the distinction between features and benefits in copywriting, emphasizing the importance of highlighting benefits that effectively communicate a product's value to consumers. It provides practical examples illustrating how focusing on benefits can lead to more persuasive and impactful copy. The article delineates the differences between features and benefits, the significance of benefits in consumer decision-making, and practical applications in copywriting strategies. The objective source offers a balanced perspective on the necessity of both features and benefits in effective copywriting. Carmine Mastropierro is a credible source recognized for his expertise in marketing and copywriting. The content is reliable and current, making it a valuable resource for understanding effective copywriting techniques. This source complements other entries in the annotated bibliography by explaining the practical applications of features and benefits in copywriting. It reinforces the importance of emphasizing benefits to connect with consumers emotionally. This information has further solidified the understanding of how benefits can enhance the persuasiveness of ad copy and will be used to improve future copywriting projects.
McCormick, K. (2022). The 24 Best Ad Copy Examples [That Convert Like Crazy]. WordStream. Retrieved from https://www.wordstream.com/blog/ws/2022/01/03/ad-copy-examples
The blog post "The 24 Best Ad Copy Examples [That Convert Like Crazy]" by K. McCormick showcases 24 ad copy examples from various channels, including Google Search, Display, Instagram, Facebook, and LinkedIn ads. Tips and takeaways accompany each example to help readers replicate their success in their ad campaigns. The post emphasizes the importance of using keywords, features, benefits, and emotional triggers to create compelling ad copy. It also highlights the need to differentiate from competitors and address customer pain points effectively. The source is objective, providing practical advice without bias. McCormick is a credible source known for her expertise in digital marketing, making the content reliable and current. This source complements other entries in the annotated bibliography by offering actionable tips for writing compelling ad copy. It has reinforced the importance of understanding customer needs and emotions in marketing communications. This information will be used to enhance the persuasiveness of future ad campaigns.
Rogalle, E. (2022). 1.5 Case Study: Volkswagen. Full Sail Online. https://online.fullsail.edu/class_sections/163183/modules/658031/activities/309139
This case study reviews the history of Volkswagen and its advertising, focusing on developing a trusted brand and the impact of the 2015 emissions scandal on consumer trust. It examines the unethical actions of Volkswagen, its recovery strategy, and rebuilding brand loyalty through a new ad campaign for electric vehicles. The case study highlights the unique engineering and marketing history of the Volkswagen Beetle, the emissions scandal, and the subsequent recovery efforts by Volkswagen to restore consumer trust. The source is objective, providing a comprehensive analysis of Volkswagen's brand history, the emissions scandal, and the recovery process. E. Rogalle, the author, is credible, given the detailed and structured presentation of the case study. The content is reliable and current, offering valuable insights into brand management and recovery strategies. This source complements other entries by providing a detailed case study on the impact of corporate scandals on brand trust and the importance of sound recovery strategies. It reinforces the need for transparency and innovation in rebuilding consumer trust. This information has deepened the understanding of the complexities involved in brand management and will be used to draw parallels with other corporate case studies in future research.
Russell, J. (2022). 5 Persona Examples You Can Use in Any Industry. Brafton. Retrieved from https://www.brafton.com/blog/strategy/persona-examples-from-around-the-web-and-why-they-work/
This blog post by J. Russell explains the concept of buyer personas and their importance in marketing strategies. It supplies clear examples of personas from various industries and provides a free template to help businesses create effective personas. The post highlights the role of personas in improving customer engagement, addressing consumer pain points, and enhancing brand communication. It also provides practical insights into developing and utilizing personas effectively. The source is objective, providing a balanced view of the importance of buyer personas. Russel is a credible source known for her expertise in content marketing, making the content reliable and current. This source complements other entries in the annotated bibliography by offering practical examples and a hands-on approach to creating personas. It reinforces the importance of understanding customer needs and behaviors in marketing. This information has stressed the role of personas in improving marketing strategies, and it will be used to enhance customer segmentation and targeting in future projects.
Graduate Research
and Writing
Benefits versus
Features
Define the concept in
your own words
The concepts of features and benefits are crucial when crafting persuasive messages in copywriting. "Product features are factual pieces of information about what you sell (Mastropierro)." They describe what the product is and how it works. They are quantifiable, focus on the specifics, and are factual. Benefits are the reasons why features matter to a customer. Benefits help improve the customer's experience in various ways. Benefits can make a process smoother and more efficient and significantly improve the user's overall experience. Benefits focus on the user and the value they derive.
Some key differences are that features focus on the product while benefits focus on the user. Features inform the consumer about the product's functions or attributes. While benefits convince the user that the product or service has merit and value in a positive way that could impact the user's experience. While features are all about facts and qualities, benefits frequently have a more substantial emotional component that connects to the user's core desires and needs.
Compelling ad copy should emphasize features and benefits, but the benefits are often responsible for leading the consumer to the desired action. By effectively communicating how products or services can improve the consumer's life, benefits motivate them to buy. Grasping and taking advantage of the differences between features and benefits can greatly improve the power of persuasion in the ad copy, producing a resonance with the target audience and driving home the deal.
Compare/Contrast
Compare and Contrast Features and Benefits: Volkswagen Beetle vs. O'Reilly Online Learning Platform
The Volkswagen Beetle is an innovative, affordable, and reliable family vehicle with a rear-mounted engine, aerodynamic shape, and innovative design. It also sports an air-cooled, fuel-efficient engine. Its benefits begin with its affordability and comfort for many users and families. The conveniently accessible rear-mounted engine makes it easy to maintain, is fuel-efficient, and performs well in diverse weather (Rogalle, 2022).
O'Reilly Online Learning features over 5,000 role-based courses, thousands of hours of video content, interactive labs, and hands-on learning environments. Its tailored learning experiences help users meet individual career goals, granting access to expert knowledge and cutting-edge industry insights and providing hands-on practice and real-world scenarios that empower users to achieve their career growth goals.
Volkswagen focuses on physical product features and tangible benefits, while O'Reilly Online Learning emphasizes educational content and skill development. Volkswagen's benefits primarily center around practicality and affordability, whereas O'Reilly's concerns professional growth and knowledge acquisition.
The Beetle's benefits impact daily life and transportation, while O'Reilly's benefits impact career development and professional skills acquisition.
Both examples highlight how effectively communicating features and benefits can appeal to their respective audiences, whether it is consumers looking for reliable transportation or professionals seeking to enhance their skills.
Evaluation
Features and benefits are critical to the process of framing persuasive messages in ad copywriting. Benefits highlight how a product or service improves the user's life, creating a smoother, more efficient, and emotionally fulfilling experience (Henneke). However, focusing solely on benefits can lead to skepticism, generic claims, and potential misalignment if the features do not fully support the promised benefits. Balancing features and benefits in ad copy, sincerely understanding the target audience, and quantifying benefits can be challenging, but mastering them is critical to creating persuasive ad copy.
In conclusion, while features describe a product's specifics, benefits highlight its value to the user. Compelling ad copy should emphasize both, with benefits often driving consumer action by showcasing how the product enhances their life. Balancing these elements can significantly improve ad effectiveness, connect with the target audience, and move engagement.
Personas
Personas in advertising and copywriting are detailed, semi-fictional representations of a brand's ideal customers created based on market research and actual customer data. They help marketers understand different customer segments' motivations, needs, and behaviors, allowing for more targeted and effective communication (Russell, 2022). Comparing the VW Beetle's "Think Small" campaign to Tesla's marketing, the Beetle targeted young professionals, intellectuals, and the counter-culture movement who valued practicality and economy (Rogalle, 2022). In contrast, Tesla's target audience comprises affluent, tech-savvy individuals aged 25-55 who prioritize sustainability and innovation (Deng, 2022). Using personas offers benefits such as improved customer understanding, more personalized marketing, and better alignment of products with customer needs. However, drawbacks include the potential for oversimplification, the risk of relying on outdated data, and the challenge of accurately capturing the diversity within a target audience.
Writing Ad Copy
that Sells
Writing Ad Copy that Sells involves creating compelling and persuasive text designed to attract potential customers and encourage them to take action. The primary purpose of a headline is to grab the reader's attention and entice them to read further (Levkova, 2024). The body copy provides detailed information about the product or service, addressing the audience's needs and highlighting benefits (McCormick, 2022). A call to action (CTA) is crucial as it prompts the reader to take a specific action, such as purchasing or signing up for a newsletter, converting interest into tangible results (Levkova, 2024; McCormick, 2022). Mastering these elements can significantly boost the effectiveness of the advertising efforts.
Commercial Breakdown
The following “The Force - Volkswagen Commercial” at https://youtu.be/YdZMypElBpo?si=4ULVy-PaNXMF5ESe can be broken down thusly:
Headline 00:00:00 to 00:00:05
Body Copy 00:00:06 to 00:00:43
CTA 00:00:43 to 00:01:00
This commercial is fantastic not only because it is an homage to Star Wars but also because it delivers a strong and tender “tug-of-the-heartstrings” pitch without any dialogue.
References
Deng, O. (2022). What is a Persona? Everything You Need to Know. HubSpot Blog. Retrieved from https://blog.hubspot.com/marketing/what-is-persona
Henneke, E. (n.d.). Features vs benefits: What’s the difference? (With examples). Enchanting Marketing. Retrieved from https://www.enchantingmarketing.com/features-and-benefits/?form=MG0AV3#why
Levkova, V. (2024). 5 Steps for Writing Ad Copy That Sells. Hop Online. Retrieved from https://www.hop.online/blog/5-tips-on-how-to-write-ad-copy-that-sells
Mastropierro, C. (n.d.). Features vs benefits copywriting explained with examples. Retrieved from https://carminemastropierro.com/features-vs-benefits-copywriting/?form=MG0AV3
McCormick, K. (2022). The 24 Best Ad Copy Examples [That Convert Like Crazy]. WordStream. Retrieved from https://www.wordstream.com/blog/ws/2022/01/03/ad-copy-examples
Rogalle, E. (2022). 1.5 Case Study: Volkswagen. Full Sail Online. https://online.fullsail.edu/class_sections/163183/modules/658031/activities/309139
Russell, J. (2022). 5 Persona Examples You Can Use in Any Industry. Brafton. Retrieved from https://www.brafton.com/blog/strategy/persona-examples-from-around-the-web-and-why-they-work/
1.6 Design Challenge:
Writing Ad Copy for Print
For this first design challenge in MDM555, we were tasked with creating a full-page ad in InDesign. We had 6 images to choose from, and then we needed to create a headline, ad copy, and a call to action that fit with the photo we chose. The image that I chose was the only one that felt natural and not a typical “posed stock photo” type of image. I really liked this picture, it has a lot of personality and character. With that, I had a little fun. I created a headline that was fun and a little silly. My intention was to carry that tone throughout the ad while addressing serious topics in a light-hearted delivery. I am really happy with my overall ad. I hope it accomplished what the creative brief was shooting for.
I love this photograph, and it reminds me of my old dog. When he was younger, he got his head stuck in the fence, and this reminds me of that. I love the little paw sticking up over the edge in this photo, almost like he is waving and saying, “Hey, what’s up!” The rest all built off of that.
“Every dog deserves to be a Lucky Dog!”
In our lecture, Professor Rogalle mentioned that the organization's name is “Lucky Dog Rescue Orlando,” not “Lucky Dog or Lucky Dog Rescue.” However, I felt it was too good an opportunity to miss, so calling back to the shelter’s name in a clever tag-out didn’t violate her naming guidelines.
Revisions and re-submit
The flyer above was given good marks with the feedback that the body copy needed to be trimmed down. The version below has the body copy reduced by about 30%. It flows much better than the previous iteration.
