Wells, Moriarty, Burnett & Lwin - Xth EditionADVERTISING Principles and Effective IMC Practice1 Copywriting Part 4: Effective Advertising Messages Chapter 13

Wells, Moriarty, Burnett & Lwin - Xth EditionADVERTISING Principles and Effective IMC Practice1-2 Key Points Explain the basic style used for advertising copy Describe the various elements of a print ad Explain the message characteristics and tools of radio advertising Discuss the major elements of television commercials Discuss how Web advertising is written

Wells, Moriarty, Burnett & Lwin - Xth EditionADVERTISING Principles and Effective IMC Practice3 Part4: Copywriting

Wells, Moriarty, Burnett & Lwin - Xth EditionADVERTISING Principles and Effective IMC Practice1-4 Copywriting: The Language of Advertising Four types of ads in which words are crucial 1.If the message is complicated 2.If the ad is for a high-involvement product (more info, the better means using words) 3.Information that needs definition and explanation e.g. computer, camera, wireless phone 4.If a message tries to convey abstract qualities e.g. justice & quality

Wells, Moriarty, Burnett & Lwin - Xth EditionADVERTISING Principles and Effective IMC Practice1-5 Copywriting for Print -Copy elements: - 1) Display copy : Elements readers see in their initial scanning -2) Body copy (text): Elements that are designed to be read & absorbed 1)DISPLAY COPY -Headline: a phrase or a sentence tt serves as the opening of the ad -Subheads: used in longer cop blocks, subheads begin a new section or the copy -Taglines: a short phrase that wraps up the key idea or creative concept that usu. Appears at the end of the body copy -Slogans: a distinctive catchy phrase that serves as a motto for a campaign, brand or co. (used from one ad to another) (it can be used as a tagline) -Call out: sentence that floats around the visual

Wells, Moriarty, Burnett & Lwin - Xth EditionADVERTISING Principles and Effective IMC Practice1-6 Good headlines -attract the target audience & filter out non- prospects -Work w/ visuals to stop the audience (gain attention) -Identify the p/d, the brand or the main selling message -Lead the reader to the body copy

Wells, Moriarty, Burnett & Lwin - Xth EditionADVERTISING Principles and Effective IMC Practice1-7 Copywriting for Print (contd.) 2) Body copy (text) : it is the message/info. of the ad. -Captions: a sentence or short piece of copy that explains what u are looking at in a photo or illustration -Call to action: This is a line at the end of an ad tt encourages people to respond & gives info.. On how to respond e.g. visit contact at no.xxxxxxx -Lead paragraph: the first paragraph of the body copy -Where people usu. test the message & see if they want to read it - Closing paragraph: refers back to the creative concept & wraps up the big idea

Wells, Moriarty, Burnett & Lwin - Xth EditionADVERTISING Principles and Effective IMC Practice1-8 Creative job Creative Roles Copywriters and art directors develop the creative concept and draft the execution of the advertising idea The Creative Person In advertising, creativity is both a job description and a goal Art director: taking care of art direction and visual. Copy writer: taking care of verbal writing. Copywriter -The person who shapes and sculpts the words (copy, tone of voice) in an ad

Wells, Moriarty, Burnett & Lwin - Xth EditionADVERTISING Principles and Effective IMC Practice1-9 Creative job Creative Characteristics Problem solving Ability to visualize Openness to new experiences Conceptual thinking

Wells, Moriarty, Burnett & Lwin - Xth EditionADVERTISING Principles and Effective IMC Practice1-10 Writing for specific media- Print Newspaper : the copy should be straightforward & informative Magazine ad is longer, contains more detail, has higher quality reproduction Directories require copy that focuses on the service Product literature also called “collateral” (brochure) used as support of an ad campaign Posters & Outdoor words try to catch the consumer’s attention, for poster, copy should go along with the visual Consideration; diff print medium requires different style of copy but they use the same copy elements

Wells, Moriarty, Burnett & Lwin - Xth EditionADVERTISING Principles and Effective IMC Practice1-11 How to Write Radio Copy Must be simple enough for consumers to grasp, but intriguing enough to prevent them from switching the station Ability of the listener to remember facts is difficult -  need to repeat the key points of brand name and identification information Theater of the mind The story is visualized in the listener’s imagination Uses WORD to paint pictures in listeners’ mind

Wells, Moriarty, Burnett & Lwin - Xth EditionADVERTISING Principles and Effective IMC Practice1-12 How to Write Radio Copy The tools of radio copy Voice: Jingle, announcement, dialogue, Human voice, animal voice Music: serious, funny, exciting Sound effects: (SFX) helps the audience to visualize e.g. shoe tapping, horses, engine. Radio Script: direction of the message for radio ad

Wells, Moriarty, Burnett & Lwin - Xth EditionADVERTISING Principles and Effective IMC Practice1-13 How to Write Television Copy Moving action makes television so much more engaging than print The challenge is to fuse the images with the words to present a creative concept and a story Storytelling is one way copywriters can present action in a television commercial more powerfully than in other media

Wells, Moriarty, Burnett & Lwin - Xth EditionADVERTISING Principles and Effective IMC Practice1-14 Planning the TV Commercial Copywriters must plan Length of the commercial Shots in each scene Key visual Where and how to shoot the commercial Scenes Segments of action that occur in a single location Key frames The visual that sticks in one’s mind

Wells, Moriarty, Burnett & Lwin - Xth EditionADVERTISING Principles and Effective IMC Practice1-15 Tools of Television Copywriting Video Audio Voice-over Off camera Other TV Tools: Sets, Casting for talents, Pace Storyboard (TVC) or TV script

Wells, Moriarty, Burnett & Lwin - Xth EditionADVERTISING Principles and Effective IMC Practice1-16 Writing style of advertising ( a different approach) -Simplicity is a key to effective ad copy -Ad copy is succinct, short & to the point -Copy is tightly edited to eliminate any unnecessary words or ideas -Copy talks about specifics of a p/d, not broad genralities -Ad copy focuses on a single, strong point -Copy captures a conversational tone tt emulates the way people talk casually (Tone of voice=copy) -Ad copy strives to use original ideas & phrases -Variety of copy e.g. mixing sentences & paragraph lengths -Tone of voice: write as if the target audience were in the conversation. Grammar is violated only when it helps make a point or deliver the message -Avoiding the stereotypes of adese such as phrases

Wells, Moriarty, Burnett & Lwin - Xth EditionADVERTISING Principles and Effective IMC Practice17 End of the Lesson