Radio and television ads are similar in nature because both are attention grabbers. Each word must carry its weight because words create a visual image for the reader. Ads are created to encourage people to purchase a particular brand of product or to use the advertiser’s service.

The first consideration when writing ad copy is the product and how it will be presented.

An ad will begin with a hook: A hook is words that are spun together to grab the attention of the reader or listener.The whole story can be found at http://www.ronmedlin.com/traffic-generation/seo-google-marketing/using-ppc-advertising-to-get-fast-targeted-traffic/ A well written hook is the most essential part of a print or radio ad

The title, It’s A Clean Sweep. The author has captured the interest of the viewer with four words. This caption could be written for a broom company, a basketball tournament or a parking lot sweeping company.

The ad will answer why this product or service is best. Our fictional sweeping company may advertise 24 hour service that includes certification in environmental cleanup, such as hazmat. A local ad will give other pertinent information, telephone number, address and service area.

Often, a photograph of the advertised product is included in a televised ad. This will appeal to the visual senses of the audience. A well written radio ad will create an image with words.

White space in an ad is valuable too. A cluttered ad may confuse the reader or have the opposite effect of a hook. Ads give important details of a product by using the sense of taste, sound or sight. Ad copy will answer one or more questions: Who, what, when and where.

A call to action encourages immediate action within an allotted amount of time. A call to action should be carefully worded. It is often it is included with the offer of free information, estimate or product sample within a limited time frame. Ad copy is written to increase the sale of products or services.