1 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. 2

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.

4 The Creative Team Creative Team Creative Concept Art Director Copywriter

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. 5

6 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

7 Here is a classic case of a headline offering the reader advice. Ad in Context Example

8 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

9 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

10 This ad follows all the guidelines for subheads. Ad in Context Example

11 Copywriting for Print Ads: The Body Copy Stimulates liking and preference Stimulates liking and preference  systematically develops the benefits and promises  explain product attributes  gives convincing arguments in support of, the claims made Functions

12 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

13 This ad is full of body copy. Are the guidelines for using body copy being followed? Ad in Context Example

14 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” Copy 15

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. 16

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 17

Pre-publication methods Consumer jury method Split run method Checklist Eye Camera 18

Post-publication methods Readership study Communoscope Sales test 19

20 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

21 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

22 Writing Radio Copy –Music –Dialog –Announcement –Celebrity announcer  R adio listeners are not active.  Radio has been called “verbal wallpaper.”  Radio can be the “theater of the mind.”  Formats:

23 Writing Radio Copy Guidelines  Stress the main selling points  Use sound and music carefully  Tailor the copy to the time, place, and specificaudience  Use familiar language  Use short words and sentences  Stimulate the imagination  Repeat the product name

24 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

25 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

26 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

27 Common Mistakes in Copywriting  Vagueness  Wordiness  Triteness  Creativity for creativity’s sake

28 Thank you