1. Chapter 12
Copywriting

2. The Creative Team Creative Concept Creative Team Art Director
Copywriter
Creative Team
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Creative Concept

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

5. The Headline Functions Gives news about the brand
Emphasizes brand claims
Gives advice to the reader
Selects targeted prospects
Stimulates curiosity
Establishes tone & emotion
Identifies the brand
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6. Here is a classic case of a headline offering the reader advice

7. The Headline Guidelines Be persuasive 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
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8. Functions
Subheads
Include important information not communicated in the headline
Communicate key selling points or information quickly
Stimulate more complete reading of the ad
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9. Subheads
Guidelines
Longer the body copy, more appropriate the use of subheads
Creative directors frequently minimize their use
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10. The Body Copy Techniques Straight-line copy Dialogue Testimonial
Narrative
Direct response copy
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11. The Body Copy Guidelines Uuse present tense
Uuse singular nouns and verbs
Uuse active verbs
Uuse familiar words and phrases
Vary sentence and paragraph length
Involve the reader
Provide support for the unbelievable
Avoid clichés and superlatives
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12. This ad is full of body copy
This ad is full of body copy. Are the guidelines for using body copy being followed?

13. Copywriting for Broadcast Advertising
Broadcast ads are fleeting
Ads employ more sensory channels, which can distract consumers from understanding the message
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14. Copywriting for Cyberspace
Internet has its own style, feel, and writing
It is a medium where audience has a different meaning than in traditional media
Audience often comes directly to ads
Other ads pop up
Audience is active
Cybercopy is often direct response
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15. Writing Radio Copy Formats Music Dialog Announcement
Celebrity announcer
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16. Writing Radio Copy Guidelines Uuse familiar language
Uuse short words and sentences
sstimulate the imagination
rrepeat the product name
Stress the main selling points
Use sound and music carefully
Tailor the copy to the time, place, and specific audience
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17. Radio Production Process
1. Solicit bids from production houses
5. Edit the tape
2. Review bids, award job, submit estimate
6. Review the production with the advertiser
3. Select the talent
7. Mix the sound
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4. Plan special elements, produce the tape
8. Duplicate the tape and ship to stations

18. Writing TV Copy Formats Demonstration Problem and solution
Music and song
Spokesperson
Dialogue
Vignette
Narrative
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19. Writing TV Copy Guidelines Use copy judiciously Uuse the video
Reflect the brand’s personality and image
Build campaigns
Uuse the video
Ssupport the video
Ccoordinate the audio with the video
Eentertain but sell the product
Be flexible
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20. Slogans Short phrase used to . . . Good slogans can
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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21. Common Mistakes in Copywriting
Vagueness
Wordiness
Triteness
Creativity for creativity’s sake
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22. Copy Approval Process Account Management Team Agency Legal Department
Account Planning
Client
Copywriter
Product Manager, Brand manager, Marketing Staff
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Senior Writer
Creative Director
Senior Executives