Copy Development and Execution Asia-Pacific Marketing Federation Certified Professional Marketer Copyright by Marketing Institute of Singapore

Organization 1. Copywriting 2. Illustrations 3. Layout

Copywriting The activity of actually putting words to paper The Headline n Usually the 1st and only chance to communicate with audience

Headlines aim to: (a) Attract reader’s attention (b) Convey essence of message (c) Stimulate sufficient interest (d) Segment/select the mkt

Types of Headlines DIRECT HEADLINES 1. News –Direct, straight selling –No gimmicks –Pertinent and timely 2. Product Claim –Appeals to reader’s self interest 3. Advice –Aims to solve reader’s problem –Usually accompanied by promise of results

4. Prospect Selection –Selects out target market 5. Product or Brand Name –Name sells INDIRECT HEADLINES 6. Curiosity –Appeals to the unusual –How? Use questions, provocations, how-to statements –Need good visuals to motivate audience to read further

Checklist for Writing Effective Headlines n Specific & to the point, not general & applicable to any product or situation n Co-ordinated with other elements in the ad n Understandable at a glance n Have words or cues to help select prospects n Have some promise of reward n Action-impelling n Don’t use trick typography

The Body Copy n The rest of the ideas -- Heart of the message n Reinforces the headline n Aims to persuade reader to accept the brand n Difficult to get audience to read

Types of Copy Approaches 1. Straight-line Copy –Straighforward, informative –Mainly for industrial & high-involvement products 2. Narrative Description –Account of experience with problem & solution –Monologue or Dialogue 3. Implied Suggestion –Lets reader draw conclusion

Guidelines to Effective Body Copy 1.Show benefit to reader 1. Show benefit to reader 2. Write to one person 3. Involve reader in the message 4. Create credibility and believability 5. Write concisely, clearly, and simply 6. Avoid negative words & sentences

The artwork Sometimes, it is the message Illustrations should: (a) tie into self interest of target audience (b) be relevant to copy theme and product (c) accurate and plausible (d) include at least part of the product Illustrations

Types of Illustrations 1. The Product Alone –Used when product has intrinsic characteristics that command attention 2. The Product in Setting –Setting imply satisfying product use 3. The Product in Use –Demonstrate how to use product 4. Benefits of Using Product or Costs of Not Using Product

Types of Illustrations (cont’d) 5. Dramatizing Need –Used when need is not obvious 6. Explaining Product Uses 7. Featuring Product Details –Product improvement 8. Comparison Technique –Before vs After product use 9. Dramatization of Headline

Guidelines for Effective Illustrations 1. Photographs work better than other art forms 2. Color works betters than black & white 3. Action illustrations enhance readership 4. Size & arrangement of illustrations important

n Involves bringing headline, illustration, and body copy together n Need to blend together n Shows where each ad element is to be placed Layout

Types of Layout: 1.Standard or picture window –Top:Illustration –Middle:Headline –Bottom: Body Copy n Most common n n Greatest readership

2.Poster n Bold visual bled at edges n Used when extremely visual with limited copy n Creates image, mood, feeling 3.Copy-heavy n Little or no illustration n Used when topic is involving, serious 4.Multipanel or picture sequence n Several pictures cover most of ad n Heavy visual

Guidelines for Effective Layouts 1. Write in lower case, using capitals as called for by rules of grammar 2. Set type from left to right, not top to bottom 3. Set type horizontally rather than diagonally 4. Set type on white background instead of superprinting over illustration

Guidelines for Effective Layouts (cont’d) 5. Print black letters on white background rather than using reverse type or colored type 6. Use narrow columns of copy rather than having lines run across the page 7. If several illustrations are used, each should have a caption

Considerations in Print Layout 1. Balance n Formal vs Informal n Formal: Everything is symmetrical n Informal: Some slight imbalance to generate eye movement and more excitement 2. Contrast n For emphasis 3. White Space n Creates prestige

4. Gaze-motion Logical sequence: top left to bottom right Eyes direct other eyes Eyes direct other eyes Pointing devices Pointing devices Size (big to small) Size (big to small) 5. Composition Picture:50% Picture:50% Headline:10 to 15% Headline:10 to 15%