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© 2009 South-Western, a part of Cengage Learning
Chapter 12
Copywriting
PPT 12-1
2PPT 12-22
The Creative Team
Creative TeamCreative Team
Creative ConceptCreative Concept
Art DirectorArt DirectorCopywriterCopywriter
3PPT 12-3
Copywriting and the Creative Plan
Copywriting is
the process of
expressing the
value and
benefits a brand
has to offer.
Copywriting is
the process of
expressing the
value and
benefits a brand
has to offer.
A creative plan is
the guideline that
specifies the
message
elements of
advertising copy.
A creative plan is
the guideline that
specifies the
message
elements of
advertising copy.
4PPT 12-4
Copywriting for Print Ads: The Headline
Gives news about the brandGives news about the brand
Emphasizes brand claimsEmphasizes brand claims
Gives advice to the readerGives advice to the reader
Selects targeted prospectsSelects targeted prospects
Stimulates curiosityStimulates curiosity
Establishes tone & emotionEstablishes tone & emotion
Identifies the brandIdentifies the brand
Functions
5
Here is a classic case of a headline offering the reader advice.
Here is a classic case of a headline offering the reader advice.
PPT 12-5
Ad in Context Example
6PPT12-6
Copywriting for Print Ads: The Headline
Entice to read body copy
Entice to examine visuals
Never change typeface
Never rely upon body copy
Keep it simple & familiar
Be persuasive
Appeal to self-interest
Inject maximum information
Limit to five-eight words
Include the brand name
Guidelines for writing headlines
7PPT 12-7
Copywriting for Print Ads: Subheads
Reinforce the headline Reinforce the headline
Include important information not Include important information not
communicated in the headlinecommunicated in the headline
Communicate key selling points or Communicate key selling points or
information quicklyinformation quickly
Stimulate more complete reading Stimulate more complete reading
of the whole adof the whole ad
The longer the body copy, the The longer the body copy, the
more appropriate is the use of more appropriate is the use of
subheadssubheads
Functions
8PPT 12-8
This ad follows all the guidelines for subheads.
This ad follows all the guidelines for subheads.
Ad in Context Example
9PPT 12-9
Copywriting for Print Ads: The Body Copy
Straight-line copyStraight-line copy
DialogueDialogue
TestimonialTestimonial
NarrativeNarrative
Direct response copyDirect response copy
Techniques
10PPT 12-10
Copywriting for Print Ads: The Body Copy
Guidelines
Vary sentence and paragraph length
Involve the reader
Provide support for the unbelievable
Avoid clichés and superlatives
Use present tense
Use singular nouns and verbs
Use active verbs
Use familiar words and phrases
11
This ad is full of body copy. Are the guidelines for using body copy being followed? For a closer look see pp. 386 of your textbook.
This ad is full of body copy. Are the guidelines for using body copy being followed? For a closer look see pp. 386 of your textbook.
PPT 12-11
Ad in Context Example
12
No headline, no subhead, no body copy—does this ad still work?
No headline, no subhead, no body copy—does this ad still work?
PPT 12-12
Ad in Context Example
13PPT 12-13
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
14PPT 12-14
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
15PPT 12-15
Writing Radio Copy
– Music
– Dialog
– Announcement
– Celebrity announcer
Radio listeners are not active. Radio has been called “verbal
wallpaper.”
Radio can be the “theater of the mind.”
Formats:
16PPT 12-16
Writing Radio Copy
Guidelines
Stress the main selling points
Use sound and music carefully
Tailor the copy to the time, place, and specific audience
Use familiar language
Use short words and sentences
Stimulate the imagination
Repeat the product name
17PPT 12-17
Radio Production Process
8. Duplicate the tape and 8. Duplicate the tape and ship to stationsship to stations
7. Mix the sound 7. Mix the sound
6. Review the production 6. Review the production with the advertiserwith the advertiser
5. Edit the tape5. Edit the tape1. Solicit bids from 1. Solicit bids from production housesproduction houses
4. Plan special elements, 4. Plan special elements, produce the tapeproduce the tape
3. Select the talent3. Select the talent
2. Review bids, award job, 2. Review bids, award job, submit estimatesubmit estimate
18PPT 12-18
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
19PPT 12-19
Television Advertising Formats
Demonstration
Problem and solution
Music and song
Spokesperson
Dialogue
Vignette
Narrative
20PPT 12-20
Guidelines for Writing TV Copy
Be flexible
Use copy judiciously
Reflect the brand’s personality and image
Build campaigns
Use the video
Support the video
Coordinate the audio with the video
Entertain but sell the product
21PPT 12- 21
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
22PPT 12-22
Common Mistakes in Copywriting
Vagueness
Wordiness
Triteness
Creativity for creativity’s sake
23PPT 12-23
Copy Approval Process
Senior Executives
Product Manager, Brand Manager, Marketing Staff
Client
Account Management TeamLegal Department
Agency
Senior WriterCreative Director
Copywriter
Account Planning
