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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.

A creative plan is

the guideline that

specifies the

message

elements of

advertising copy.

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The Creative Team

Creative Team

Creative Concept

Art DirectorCopywriter

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.

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.

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?

Ad in Context Example

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No headline, no subhead, no body copy—does this ad still work?

Ad in Context Example

Ad copy types

1) Scientific Copy2) Descriptive Copy3) Narrative Copy4) Colloquial Copy5) Humorous Copy6) Topical Copy7) Endorsement Copy8) Questioning Copy9) “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 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 CopyGuidelines

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