1. Muhammad Waqas Copywriting Lecture 23

2. Muhammad Waqas Recap I.The Internet II.Internet Advertising III.E-Mail Advertising IV.Alternative and New Media

3. Muhammad Waqas Chapter Outline I.Chapter Key Points II.Copywriting: The Language of Advertising III.Copywriting for Print IV.How to Write Radio Copy V.How to Write Television Copy VI.Writing for the Web VII.Copywriting in a Global Environment

4. Muhammad Waqas 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

5. Muhammad Waqas 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 3.Information that needs definition and explanation 4.If a message tries to convey abstract qualities Copywriter – The person who shapes and sculpts the words in an ad

6. Muhammad Waqas Advertising Writing Style Copy should be as simple as possible Should have a clear focus and try to convey only one selling point Every word counts; space and time are expensive Practical Tips Be succinct Be single-minded Be specific Get personal Keep a single focus Be controversial Be original Use variety Use imaginative description

7. Muhammad Waqas Advertising Writing Style Tone of voice – To develop the right tone of voice, copywriters write to the target audience as if they were in a conversation Grammar – Copywriters must know the rules of grammar, syntax, and spelling, though they will play with a word or phrase to create an effect Adese – Formulaic advertising copy – Brag-and-boast copy

8. Muhammad Waqas Copywriting for Print Display copy – Elements readers see in their initial scanning Body copy – Elements that are designed to be read and absorbed The Headline Key element in print advertising Conveys the main message Works with the visual to get attention and communicate creative concept

9. Muhammad Waqas How to Write Headlines A good headline will attract those who are prospects The headline must work in combination with the visual to stop and grab the reader’s attention The headline must identify the product and brand, and start the sale The headline should lead readers into the body copy – Direct-action headlines – Indirect-action headlines

10. Muhammad Waqas

13. How to Write Other Display Copy Captions – Have the second-highest readership and serve an information function Subheads – Sectional headlines used to break up a large block of copy Taglines – Short, catchy, memorable phrases used at the end of an ad to complete the creative idea

14. Muhammad Waqas How to Write Other Display Copy Slogans – Repeated from ad to ad as part of a campaign or long-term brand identity effort – Can also be used as taglines Slogan Techniques Direct address A startling or unexpected phrase Rhyme, rhythm, alliteration Parallel construction Cue for the product Music

15. Muhammad Waqas How to Write Body Copy Body copy – The text of the ad – Primary role is to maintain the interest of the reader Lead paragraph – The first paragraph of the body copy – Where people test the message and see if they want to read it Closing paragraph – Refers back to the creative concept and wraps up the Big Idea – Call to action

16. Muhammad Waqas Print Media Requirements All media in the print category all use the same copy elements The way these elements are used varies with the objective for using the medium Newspapers Copy does not have to work as hard to catch audience’s attention Straightforward and informative Writing is brief

17. Muhammad Waqas Print Media Requirements Magazines Better quality ad production Ads can be more informative and carry longer copy Directories Use a headline that focuses on the service or store’s personality Little space for explanations

18. Muhammad Waqas Print Media Requirements Posters and Outdoor Primarily visual Words try to catch the consumer’s attention and lock in ideas An effective poster marries words with visuals Product Literature Also called collateral Used in support of an ad campaign Typically a heavy copy format

19. Muhammad Waqas Summary I.Chapter Key Points II.Copywriting: The Language of Advertising III.Copywriting for Print

20. Muhammad Waqas Reference Wells, W., Burnett, J. and Moriarty, S. (2006), Advertising Principles and Practice, Prentice- Hall, New Delhi, ND.