San Jose Community College

San Jose, Malilipot, Albay

SY: 2020 – 2021

Advertising
Midterm
(Module 5)

Name:____________________________________ Yr. & Sec:______ Term: 2nd Sem

LEARNING OBJECTIVES
1. Identify the kinds of copy.
2. Give the principles of effective advertising copy.
3. Recognize the importance of layout.

INTRODUCTION
For advertising to be effective, advertising copy and layout must be given sufficient attention to
be able to draw attentions and develop new concepts that will capture consumers to use a certain product
or service. This module emphasizes the advertising copy and layout.

DISCUSSION
Advertising Copy
Copy refers to the textual matter of any advertisement or printed literature. In it correct sense,
copy refers to the extent before it is set in type and after it appears in print. Copy is the means by which
the advertiser’s ideas are given expression in a message to the reader. Regardless of its length or brevity,
copy refers to all reading matter of an advertisement.
The Copy Writer
Advertising people whose job is to prepare textual matter for printed advertisements are called
copywriters. Text destined to be spoken over the radio of television is called script and is prepared by
scriptwriters.
The copy writer’s job:
 Copy thinking
 Copy structure
 Copy style
Kinds of Copy
1. Reason-Why Copy – The advertiser aims to persuade and convince through facts, selling points,
drawings, diagrams, and charts. Exposition and argument are used to prove the superiority of the
advertised product; and this is often done by means of comparing the advertised product with its
competitors. It is the best adapted to advertising such articles as machinery, office equipment,
household appliances, automobiles, trucks, and new products entirely unknown to the public.
2. Human-Interest Copy – Advertising that addresses itself to human emotions such as imitation or
emulation; hope of belonging; seeking of status; desire for distinction, pride, ambition, and
 innovation; self-love; and vanity, - without attaching much importance to reason or intellect is
called human interest copy. It is used most effectively in advertising comforts and luxuries such
as automobiles, perfumeries, delicacies, fine silverwares, and exquisite rugs.
3. Sense-Appeal Copy – If an advertisement makes an appeal to one or more of the five senses, it is
called sense-appeal copy. This copy is principally descriptive and contains an illustration showing
the agreeable effects resulting from the use of the commodity.
4. Story-Form Copy – This is one of the most effective forms of advertising copies. Because of its
effectiveness, it use in good magazines and direct advertising is getting more popular. A story-
form copy can be used to present abstract truths and to advertise such merchandise as books of
history and fiction.
5. Conversational Copy – at times it is called monolog copy, is like that of story-form copy which
enjoys certain advantages in driving home various selling points about the product which is the
subject of the advertisement.
6. Educational Copy – The purpose of educational copy is to increase public knowledge of a
particular product, organization, or service.
7. Testimonial Copy – It is of a great many kinds. When the testimonial comes from well-known
person, it has an association value, that is, the product is connected with the well-known person.
8. Industrial Advertising Copy – The industrial users read advertisements pertaining to their field,
primarily to keep abreast of developments.
9. Institutional Copy – aims to develop goodwill rather than sell a particular product. Thus, the
institutional copy is anchored on the company, its name, facilities, and reputation rather than on
the importance of the individual trade marks.
Slogans is a catchword, phrase, or sentence used repeatedly in advertisements by manufacturers
and service organizations for the purpose of influencing the buying behavior of consumers.
Principles of Effective Advertising Copy
1. Clarity
2. Brevity
3. Aptness
4. Interesting
Copy Testing
After the copy has been written, it should be examined for these qualities:
1. What in the advertisement pleased readers?
2. What in the advertisement made readers feel uncomfortable?
3. Is the advertisement clear to the readers?
4. Is it appropriate to the target audience?
5. Is it believable?
6. Is it informative?
7. Does it make the readers want the product advertised?
Advertising Layout
Advertising Layout may be defined as the plan which shows the placement of the elements in
the space unit. The elements of the advertisement may consist of such items as the headline, sub-headlines,
copy blocks, illustrations, signatures, trademark, and decorative materials. The space unit is the area which
will be occupied by the finished advertisement.
Importance of Layout
1. It shows the client what his advertisement will look like at a time when it is possible to effect
changes without undergoing major expense.
2. It serves as a guide to the artist commissioned to prepare the finished artwork, because the sketch
of the illustration depicts the size, position, and character of the subject matter.
 3. If the illustration is to be a photograph, it shows the photographer the pose and character of the
drawing required.
4. Guided by the length and depth of the lines representing the copy, the compositor is able to set
type to the desired size, width, depth, number of columns, and amount of leading.
5. If the layout is prepared before the copy has been written, the copywriter can determine the space
available for textual matter.
Gaze Motion
To draw reader’s eye logically through the message, the layout man sometimes makes use of a
technique called “gaze motion.” This is simply the placement of elements in those positions that tend to
guide the eye in the direction desired by the artist.
Balance in the Layout
When placing illustrations layout, attention should be given to balancing one illustration with
another or with a block of copy. This equalization id known as formal balance. The formally balanced
layout gives a rather fixed and solid appearance.
Informal Balance
The informally balanced layout, while not equally balanced on either side of an imaginary vertical
line dropped through the center of the space, is balanced nonetheless. That is why it is called informally
balanced. It is more popular and in many way more effective than the formally balanced layout since the
former offers greater freedom to the advertiser.
Unity in the Layout
Another characteristic of a good layout is the way it leads the eye easily and naturally from the
beginning to the end.
Securing Unity
There are three important ways of securing unity in an advertising layout. These are obtained through:
1. Overlapping
2. Grouping
3. Size Change
4. Movement in the Layout

COMPREHENSION QUESTIONS
1. What is the importance of the principles of effective advertising copy?
2. How useful the layout of advertising?

ACTIVITY
Choose what kind of copy you prefer to use and why?

EVALUATION
Identify what is being described in the statement.
_____________________ 1. Advertising that addresses itself to human emotions such as imitation or
emulation; hope of belonging; seeking of status; desire for distinction, pride, ambition and innovation.
_____________________ 2. This is one of the most effective forms of advertising copies. Because of its
effectiveness, it use in good magazines and direct advertising is getting more popular.
_____________________ 3. The advertiser aims to persuade and convince through facts, selling points,
drawings, diagrams, and charts.
_____________________ 4. It is called monolog copy
_____________________ 5. Aims to develop goodwill rather than sell a particular product.
_____________________ 6. The industrial users read advertisements pertaining to their field, primarily
to keep abreast of developments.
_____________________ 7. An advertisement makes an appeal to one or more of the five senses
_____________________ 8. Is a catchword, phrase, or sentence used repeatedly in advertisements by
manufacturers and service organizations for the purpose of influencing the buying behavior of consumers?
_____________________ 9. The product is connected with the well-known person.
_____________________ 10. The purpose of it is to increase public knowledge of a particular product,
organization, or service.
_____________________ 11. The plan which shows the placement of the elements in the space unit.

12-15 Principle of effective advertising copy

16 – 20. Importance of Layout

REFERENCE
Advertising 3rd Edition by Gregorio S. Miranda, Ph.D