Copy strategy, this unknown.

The importance of copy strategy in advertising

Thecopy strategy it is a tactical indication used in advertising. a bit like a handbook or a model that provides a fundamental path on which to work.

Consumer’s benefit it is the advantage that the product promises to the consumer;

Reason why it is the rational argument that advertising provides to make the advantages promised by the product credible;

Supporting evidence it is the rhetorical support that endorses the credibility of the strategic promise;

Tone of voice it is the expressive way of presenting the advantages and related arguments;

Target it is the precise definition of the category of public to be addressed.

Every good communications agency should follow this path.