Transcript Functions

Advertising Copywriting
Presented by: Shammi Kumar (31)
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COPYWRITING
•
Copywriting is the single most important and
critical activity and the success of the entire
advertising campaign depends on it to a large
extent.
• Copywriting is a key activity in advertising.
• A copywriter translates the selling points of a
client’s product or services into benefits for
selected consumers.
•
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Copywriting and the Creative Plan
Copywriting is
A creative plan is
the process of
the guideline that
expressing the
specifies the
value and
message
benefits a brand
elements of
has to offer.
advertising copy.
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The Creative Team
Copywriter
Art Director
Creative Team
Creative Concept
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The Copy
• Copy refers to written material which is to be set
in type for the print media or spoken by
announcers for broadcast commercials.
• It includes all the elements of an advertising
message, whether printed or broadcast.
• It may even include trade marks, the company
logo and mascot, borders and other illustrations
and visual symbols.
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Copywriting for Print Ads: The Headline
Functions
 Gives news about the brand
 Emphasizes brand claims
 Gives advice to the reader
 Selects targeted prospects
 Stimulates curiosity
 Establishes tone & emotion
 Identifies the brand
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Ad in Context Example
Here is a classic case
of a headline offering
the reader advice.
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Copywriting for Print Ads: The Headline
Guidelines for writing headlines
 Be persuasive
 Entice to read body copy
 Appeal to self-interest
 Entice to examine visuals
 Inject maximum information
 Never change typeface
 Limit to five-eight words
 Never rely upon body copy
 Include the brand name
 Keep it simple & familiar
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Copywriting for Print Ads: Subheads
Functions
 Reinforce the headline
 Include important information not
communicated in the headline
 Communicate key selling points or
information quickly
 Stimulate more complete reading of
the whole ad
 The longer the body copy, the
more appropriate is the use of
subheads
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Ad in Context Example
This ad follows all the
guidelines for
subheads.
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Copywriting for Print Ads: The Body Copy
Functions
• Stimulates liking and
preference
 systematically develops the
benefits and promises
 explain product attributes
 gives convincing arguments in
support of, the claims made
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Copywriting for Print Ads: The Body Copy
Guidelines
 Use present tense
 Use singular nouns
and verbs
 Use active verbs
 Use familiar words
and phrases
 Vary sentence
and paragraph
length
 Involve the reader
 Provide support
for the unbelievable
 Avoid clichés and
superlatives
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Ad in Context Example
This ad is full of body
copy. Are the guidelines
for using body copy being
followed?
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Ad in Context Example
No headline,
no subhead,
no body
copy—does
this ad still
work?
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Ad copy types
1)
2)
3)
4)
5)
6)
7)
8)
9)
Scientific Copy
Descriptive Copy
Narrative Copy
Colloquial Copy
Humorous Copy
Topical Copy
Endorsement Copy
Questioning Copy
“Reason why” Copy
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Essentials of a good copy
• The following essentials a good copy must
satisfy:
i. It must be compact and appropriate;
ii.It must be clear and creative;
iii.It must have character and colour;
iv.It must be personal and convincing;
v.It must be interesting and entertaining;
vi.It must be action-oriented.
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Effectiveness of Ad Copy
• It is usually a combination of description,
narration, composition and how
consumers are exposed to it, how they are
persuaded to act in a particular way.
• Two methods of judging effectiveness:
I. Pre publication
II. Post publication
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Pre-publication methods
• Consumer jury method
• Split run method
• Checklist
• Eye Camera
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Post-publication methods
• Readership study
• Communoscope
• Sales test
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Copywriting for Cyberspace
 Cybercopy is often rooted in techno-speak.
 It is a medium where audience has a different
meaning than in traditional media.
– Audience often comes directly to ads—not
passive
– Other ads pop up
– Copy is closer to print than broadcast
– Cybercopy is often direct response
– Rules for cybercopy are not all that different
than for print
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Copywriting for Broadcast Advertising
 Different opportunities due to sight and
sound
 Inherent limitations . . .
– Broadcast ads offer a fleeting message
– Broadcast employs more sensory devices
which can ad or detract from consumers’
understanding of the message
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Writing Radio Copy
 Radio listeners are not active.
 Radio has been called “verbal wallpaper.”
 Radio can be the “theater of the mind.”
 Formats:
– Music
– Dialog
– Announcement
– Celebrity announcer
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Writing Radio Copy
Guidelines
 Use familiar language
 Use short words and
sentences
 Stimulate the imagination
 Repeat the product
name
 Stress the main selling
points
 Use sound and music
carefully
 Tailor the copy to the
time, place, and specific
audience
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Writing Copy for TV
 Can create a mood
 Opportunity to demonstrate with action
 Words should not stand alone—use
visuals/special effects
 Precisely coordinate audio/visual
 Storyboard is the roadmap
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Guidelines for Writing TV Copy

Use the video
 Be flexible

Support the video
 Use copy judiciously

Coordinate the audio
with the video
 Reflect the brand’s
personality and image

Entertain but sell the
product
 Build campaigns
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Slogans
 Short phrases used to . . .
– Increase memorability
– Help establish an image, identity or position for
a brand or organization
 Good slogans can . . .
– Be an integral part of brand’s image
– Act as shorthand identification for the brand
– Provide information about the brand’s benefits
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Common Mistakes in Copywriting
 Vagueness
 Wordiness
 Triteness
 Creativity for creativity’s
sake
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Thank you
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