You watch a DRTV ad.
This would indicate that the visual element is the most important part of it. It should be visually engaging. An art-director's medium.
You listen to a Radio ad.
This would indicate (obviously) that how it sounds is key.
You read a long copy ad.
This would indicate that the words are most important. A copywriter's medium.
So what do you do with a mailpack?
Apart from throw it in the bin?
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2 comments:
Simple: One takes direction.
In the olden days before the war when it wasn't uncommon for men to have names like Hilary and Daphnie DM was known by it's latin name "Directusmarketous".
Everyday folk would look to their daily "Directus" as a guide for what to purchase that week down at the market.
This is why you're taught to write headlines that begin with things like "Be one of the first" "There's never been a better time" "Send no money now" "Call today" and "Save a life/dog/cat/few quid on a new boiler".
Low and behold out the masses trotted in droves to buy that new boiler, hoover or packet of sausages.
And it's been like that ever since.
So don't mess with it.
Bullshit
You READ it
Copywriters medium. End of.
:)
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