Creation Stage

1. Idea generation
2. Copywriting
3. Layout
 Advertisement Copy

 Copy is the soul of advertisement.

 An advertising copy is all the written or
spoken matter in an advertisement
expressed in words or sentences and
figures designed to convey the desired
message to the target consumers.
 Advertisement Copy

 ‘Copywriting is a specialized form of

communicating ideas that are meant to
serve the requirements of modern
marketing’
-George Clarke
Requisites of Effective Advertisement Copy

1. Attractive
2. Interesting
3. Retention value
4. Suggestive
5. Educative
6. Believable
7. Appropriate appeal
Attribute of Effective ad Copy
F.W. Jefkins said a good copy should comply
with the following guidelines –

a. Be precise
b. Be concise
c. Aim to sell
d. Be sincere
e. Addressed to the right audience
f. Influence the reader’s thoughts and / or
action
g. Stimulate interest
h. Creative desire
i. Inspire confidence
 Components of Advertising Copy

Necessary elements of Copy for most advertisements

( by Philip W. Burton and G. Boumankreer in Advertising
Copywriting )

 The Headlines
 The Subhead – all ads don’t need
 The Body Copy – details regarding the functions of
 products / services Its benefits
 Captions – less important than main selling point, small
units of types used with illustrations, coupons and special
offers
 The Blurb – a balloon – out of speaker’s mouth
 Boxes and Panels
 Slogans , Logo types and Signatures
 HEADLINES

Headline – is a line set in large type to get

readers’ attention and lead into the Body Copy.

Effective Headline must –

1. Attract Attention.
2. Engage the Audience
3. Explain the Visual
4. Lead the Audience into Body
5. Cue the Selling Message

It is the only Copy in Outdoor Ads.

 HEADLINES

Headlines are of several types –

News Headline - Talk about new price, new product
or new address.
Benefit headline – Benefit offered by the product.
Emotional Headline – Carry emotional appeal.
Curiosity Headline – Use humor, mystery, alliteration,
and play on words.
Slogan Headline – Reproduce company's slogan,
sometimes product label or logo may be used.
Directive Headline – Provoke a customer to action.
Highly suggestive.
Horn- blowing Headline – Make claims about
company’s achievements.
 Body Copy

Print Text is described as either Body or Display Copy.

Body – Text of the brand message.
Display – Copy larger than that of body copy. Meant
to entice readers’ into reading the Body copy.

It includes –
1. Sub-heads
2. Picture Captions
3. Underlines
4. Over Lines
5. Slogans
6. Tag Lines
7. Call outs
 Body Copy

1. Sub-heads, Underlines or Over Lines - Second

line supporting Headline. Lead into it or Expand
on it.
2. Picture Captions – Verbal explanation of visuals.
3. Slogans – is a clever phrase that serves as a
reminder of a brand, company image or
campaign theme. Easy to remember. Many
headlines are made like a slogan.
4. Tag Lines – Printed which may be found at the
end of the Ad. A call to act or A slogan.
Summarizes a company’s Big Idea.
5. Call-outs – Mini captions positioned around an
illustration to help in explaining or emphasizing
certain elements in an illustration or picture.
 Body Copy

Body Copy has many formats –

1. Narrative Copy – Uses a Story.
2. Straight-line Copy – Starts from where the headline has left
off.
Develops selling points for the product.
3. Dialogue Copy – Uses a conversation between characters.
4. Monologue Copy – Carries what the character says.
5. Picture & Caption Copy – Relies on visuals to narrate the
story.
Captions that accompany are supportive in nature.
6. Cross leads – Bold type used as a paragraph heading to make
the body copy more readable.
 Elements of Advertising Copy

1. Headlines
2. Sub heads
3. Illustrations
4. Slogans, logo types & signatures
5. Body copy
6. Blurb
7. Boxes and panels
8. Identification mark
9. Closing idea
 Copy
 headline
 subhead
 body copy
 Slogan
 Logo
 Visuals
 Copy
 headline
 subhead
 body copy
 Logo
 Visuals
 Copy
 headline
 subhead
 body copy
 Slogan
 Logo
 Visuals
Broadcast Advertising Copy

Broadcast Ad-copy

Radio ad Television ad
 Radio Ad-Copy

 Steps in preparation of radio ad-copy:-

1. Collecting necessary information
2. Deciding length of radio-copy
3. Script writing
4. Selection of announcer and musician
5. Recording of ad-copy
6. Editing
 Television Ad-Copy

 Steps in preparation of TV ad-copy:-

1. Collecting required information
2. Deciding the length of TV ad copy
3. Script-writing
4. Selecting the creative team and shooting
of ad film
5. Editing
 Radio Ad-Copy

 Radio a Transitory Medium

 Very short time length.
 Urges copywriters to reach into the
depths of imagination & to create a
clutter busting idea.
 It’s the theatre of the mind.
 It is like a musical play performed before
an audience whose eyes are closed.
 Radio Ad-Copy

Tools of Radio Copywriting –

1. Voice
2. Music
3. Sound Effects

Voice -
Voices used in Jingles, spoken dialogues and
announcements.
Relies on conversational style & vernacular
language, short sentences.
 Radio Ad-Copy

Music –
 Copywriters have a sense of the imagery of music
and the role it plays in creating dramatic effects.
 The primary use of music is in support of jingles
which are commercials in song.
 Jingle Houses are companies that specialize in
writing and producing commercial music, catchy
songs about a product that carry the theme and
product identification.
 Radio Ad-Copy

Sound Effects –

These are described in a radio script.

These are important in making a commercial
attention getting and memorable.
These effects can be original or can be purchased
from libraries.
 TV Ad-Copy

Tools of TV Copy –
1. Video

2. Audio
 Voice

 Music

 Sound Effects
 Television Ad-Copy

Script & Story board –

A TV script is prepared by the copywriter.
Written version of the Plan.
A Storyboard is drawn by the Art director.
Visual version of the Plan.
 Layout

 A layout is a miniature sketch or the proposed

advertisement
 According to Mr. Otto Kleeper, ‘layout’ means
two things ; in one sense, it means the total
appearance of the advertisement-its design and
the composition of its elements; in another
sense, it means physical rendering of the design
for the advertisement- its blueprint for
production purposes.
 Functions of the Layout

1. It organizes all the elements

2. It brings together copy writer & art
director
3. It enables the advertiser to visualize his
future advertisement
4. It acts as a guide to the copy specialists
 Principles of Good Layout

1. Principle of balance
2. Principle of rhythm
3. Principle of emphasis
4. Principle of proportion
5. Principle of unity
6. Principle of simplicity
Preparation of layout

1. Sketch
2. Rough layout
3. Finished layout
4. comprehensive layout
5. Dummy layout
 Format of layout

Creative people are free to use any layout

It depends on factors like –
 The nature of the product
 The size of the Ad.
 The message content in the coy
 The readers’ expectations
 Format of layout
Some Print Layout designs are as follows:
1. Picture Window –
It consists of a big picture, little space is
allotted for the text
1. Mondrian –
In this the layout is divided into rectangular
blocks with the help of visible lines and bars.
Here proportion is given more importance than
the sequence of viewing. It is also called Grid
Layout
 Format of layout

Type Specimen –
This layout as the name indicates consists of text in large
font and with no artwork
Copy Heavy –
This is characterized by a large amount of text and less
artwork or no artwork. Used in case of large and complex
message.
Frame –
In the Frame layout, the headline is highlighted with the
use of a frame i.e. a simple box or some pictures. The
frame can be applied to the copy also.
 Format of layout

Multi panel –
It consists of a series of equal sized
compartments, carrying pictures
accompanied by captions. A sequence of
pictures is used to narrate the message /
story of the Ad. The captions may be
depicted as speech balloons.
 Format of layout
Circus –
The layout consists of a variety of contrasting
elements – some visual elements, a bold
headline and lots of colours. Its designing is
complex and requires a skilled designer.
Grunge–
It makes use of lots of pictures, photos and
diagrams to convey the message. At the end
some supporting text might be included.