Advertising copy

PRESENTED BY
ARAFA ASHRAF
T4 MBA
MBA091/18
 CONTENTS
• INTRODUCTION
• COPY
• COPY WRITING OF PRINT MEDIA
• HEADLINE
• GUIDELINES FOR WRITING A HEADLINE
• THE SUBHEAD
• THE BODY COPY
• GUIDELINES FOR WRITING A BODY COPY
• CONCLUSION
 INTRODUCTION

Copy refers to written material

which is to be set in type for print media or spoken
by announcers for broadcast commercials.
 COPY
• It includes all the elements of an advertising message,
whether printed or broadcast.
• In print media : it includes the heading, sub- heads,
picture, captions, slogans, & body copy, TM, Company logo,
mascot, borders & other illustrations & visual symbols.
• In TV: Motion, sight, sound ( words spoken by the characters
in the script, plus music & sound effects as well as illustrative
materials, actions, & even camera cues.
 COPY WRITING OF
PRINT MEDIA

 Headline
 Subhead
 Body
 HEADLINE

Usually at the top or bottom of the ad, that

attracts attention, communicates a key selling point,
or achieves brand identification.
 GUIDELINES FOR
WRITING HEADLINE
• Limit headlines to about 6 to 8 words
• Inject the maximum information in the
headline
• Include the brand name in the headline
• Use simple, common, familiar words.
 THE SUBHEAD

It consists of a few words as a

short sentence & usually appears above or
below the headline and stimulates a more
complete reading of the entire ad.
 THE BODY COPY
It is the textual component of an
advertisement & tells a more complete story of a
brand.
 GUIDELINES FOR WRITING
BODY COPY
• Use the present tense whenever possible
• Use singular nouns & verbs
• Use active verbs
• Use familiar words & phrases
• Vary the length of sentences and
Paragraphs
• Provide support for unbelievable
 CONCLUSION
When designing an ad copy ensure it
includes a high impact, provocative and
memorable image. The image used should
reflect your brand values and be relevant and
engaging to your target audience. Ensure
your ad features a strong, snappy headline to
capture attention.