Advertising copy writing has to be constructed so that it captures the attention and motivates a particular market demographic. If the advertiser's target market is people older than 65 years, then the copywriter must word the message so that it will realistically communicate with geriatrics. Therefore, it should go without saying that a professional copywriter knows what they are writing about. "Research" is the professional's creed: research the product being advertised; research the product's audience.
An advertisement can be 'custom messaged'. The ad is written one way for a specific type of 'sell'; another way for a different sell message. Here are two examples of custom messaging. One newspaper advertisement has 'softer approach' wording; the other, more aggressive anti-competition wording.
