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Presented by: Shammi Kumar (31)
Advertising Copywriting
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
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.
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The Creative Team
Creative TeamCreative Team
Creative ConceptCreative Concept
Art DirectorArt DirectorCopywriterCopywriter
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
Gives news about the brand
Emphasizes brand claims
Gives advice to the reader
Selects targeted prospects
Stimulates curiosity
Establishes tone & emotion
Identifies the brand
Functions
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Here is a classic case of a headline offering the reader advice.
Here is a classic case of a headline offering the reader advice.
Ad in Context Example
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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
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Copywriting for Print Ads: Subheads
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
Functions
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This ad follows all the guidelines for subheads.
This ad follows all the guidelines for subheads.
Ad in Context Example
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Copywriting for Print Ads: The Body Copy
• Stimulates liking and
preference
systematically develops the
benefits and promises
explain product attributes
gives convincing arguments
in support of, the claims made
Functions
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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
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This ad is full of body copy. Are the guidelines for using body copy being followed?
This ad is full of body copy. Are the guidelines for using body copy being followed?
Ad in Context Example
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No headline, no subhead, no body copy—does this ad still work?
No headline, no subhead, no body copy—does this ad still work?
Ad in Context Example
Ad copy types
1) Scientific Copy
2) Descriptive Copy
3) Narrative Copy
4) Colloquial Copy
5) Humorous Copy
6) Topical Copy
7) Endorsement Copy
8) Questioning Copy
9) “Reason why” Copy15
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 publicationII. 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
– 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:
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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
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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
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
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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
