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The Creative Team
Copywriter Art Director
Chapter 12: Copywriting 2
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
Chapter 12: Copywriting 3
no subhead. no body No headline. no subhead. no body copy—does this ad still work? copy—does this ad still work? 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 Chapter 12: Copywriting 5 Here is a classic case Here is a classic case of a headline offering of a headline offering the reader advice the reader advice 2 .No headline.
The Headline Guidelines • Be persuasive • Appeal to self-interest • Inject maximum information • Limit to five-eight words • Include the brand name • Entice to read body copy • Entice to examine visuals • Never change typeface • Never rely upon body copy • Keep it simple & familiar Chapter 12: Copywriting 7 Subheads Functions • Include important information not communicated in the headline • Communicate key selling points or information quickly • Stimulate more complete reading of the ad Chapter 12: Copywriting 8 Subheads Guidelines •Longer the body copy. more appropriate the use of subheads • Creative directors frequently minimize their use Chapter 12: Copywriting 9 3 .
The Body Copy Techniques • Straight-line copy Straight• Dialogue • Testimonial • Narrative • Direct response copy Chapter 12: Copywriting 10 The Body Copy •Uuse present tense Guidelines Vary sentence and paragraph length Involve the reader Provide support for the unbelievable Avoid clichés and superlatives •Uuse singular nouns and verbs •Uuse active verbs •Uuse familiar words and phrases Chapter 12: Copywriting 11 This ad is full of body This ad is full of body copy. Are the guidelines for using guidelines for using body copy being body copy being followed? followed? 4 . Are the copy.
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 Chapter 12: Copywriting 14 Writing Radio Copy Formats • Music • Dialog • Announcement • Celebrity announcer Chapter 12: Copywriting 15 5 . feel. which can distract consumers from understanding the message Chapter 12: Copywriting 13 Copywriting for Cyberspace • Internet has its own style.Copywriting for Broadcast Advertising • Broadcast ads are fleeting • Ads employ more sensory channels.
Review bids. Plan special elements.Writing Radio Copy •Uuse familiar Guidelines language •Uuse short sentences •sstimulate words and Stress the main selling points Use sound and music carefully Tailor the copy to the time. Solicit bids from production houses 2. and specific audience Chapter 12: Copywriting 16 the imagination •rrepeat the product name Radio Production Process 1. Edit the tape 6. Mix the sound 4. award job. place. Review the production with the advertiser 3. Select the talent 7. produce the tape 8. submit estimate 5. Duplicate the tape and ship to stations Chapter 12: Copywriting 17 Writing TV Copy Formats • Demonstration • Problem and solution • Music and song • Spokesperson Chapter 12: Copywriting 18 • Dialogue • Vignette • Narrative 6 .
. Increase memorability Help establish an image. .Writing TV Copy Guidelines •Uuse the •Ssupport video the video Use copy judiciously Reflect the brand’s personality and image Build campaigns •Ccoordinate the audio with the video •Eentertain but sell the product •Be flexible Chapter 12: Copywriting 19 Slogans • • • Short phrase used to . 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 Chapter 12: Copywriting 20 Common Mistakes in Copywriting • • • • Vagueness Wordiness Triteness Creativity for creativity’s sake Chapter 12: Copywriting 21 7 .
Copy Approval Process Agency Account Management Team Legal Department Account Planning Client Copywriter Product Manager. Brand manager. Marketing Staff Senior Writer Creative Director Senior Executives Chapter 12: Copywriting 22 8 .