ADVERTISE

MENT COPY
BY - Vijyata
 ADVERTISING
COPY
The text of a print , radio, or television advertising message that
aims at catching and holding the interest of the prespective buyer ,
and at persuading him or her to make a purchase is called
ADVERTISING COPY

COPYWRITING is the art of writing selling messages.

 A MESSAGE is the thought , idea, attitude,
image or the other information that the
advertiser wishes to convey to the target
audience
MESSAGE IN
ADVERTISING An ideal message should command and
draw attention, hold the interest ,arouse
desire for possession of the product and
elicit action.
FEATURES OF EFFECTIVE ADVERTISING
COPY
It must be precise

It should be clear &

It must aim to sell
complete

It must stimulate
It should be brief
interest

It must have credibility It must be informative

 Types of
Testimonial
AD Copy
Copy
Appreciation Institutional
copy copy

Educational Descriptive
Copy copy

Human Narrative
interest copy Copy

Disruptive With Reason

Copy Copy
ColloquialScientific
Copy Copy

Types of Advertising copy

 INSTITUTIONAL COPY

Institutional copy
promotes the
institution, department
or the selling house as a
whole , not the
individual product
 DESCRIPTIVE COPY

In a non- technical
manner , the product
attributes are described
with straightforward
sentence s
 NARRATIVE COPY

The product
benefits(problem
& solution) are
narrated using a
fictional story . It
may be humorous
or with a strong
appeal
 WITH REASON COPY

Explanatory copy where the reasons for purchase can be explained

 SCIENTIFIC COPY

Technical
specifications of
the product are
specified . Used
in case of high
involvement
product or
industrial goods
 COLLOQUIAL COPY

Here informal
conversation is used
as advertisement
message , which
becomes a dialogue
 DISRUPTIVE COPY

When there is
disruption in the
way of thinking
or conventional
thinking. Taboo
shattering ads
 COMPARATIVE COPY

When advertiser makes an effort to exhibit superiority of his product

 EDUCATIONAL COPY
The copy designed to educate people is known as educational copy. It
may be introductory, missionary or simply used to educate on usage of
the new product
TESTIMONIAL COPY

When advertiser
uses testimony of
satisfied users
 HUMAN INTEREST COPY

Predicament
Humorous copy Fear Copy Story Copy
Copy
 FEAR COPY
It appeals to the sense of fear and arouses interest of readers to have protection
 HUMOROUS COPY

When advertiser exploits the sense of humour to communicate with the users.
 STORY COPY
When advertiser creates vivid
impressions by making a
dramatic impact on the minds
of consumers. In a story copy,
a story is narrated in a very
interesting way to develop
interest amongst its prospects.
Customer experiences can
also be narrated in the form of
a story.
 PREDICAMENT COPY

When advertiser show

a dramatic explanation
of the benefits of their
product
 ELEMENTS OF
PRINT
ADVERTISEMEN
T COPY
 The •Most important copy element which
arouses interest of the readers. It leads
HEADLINE to body copy

THE SUB- •Subordinate headlines which

HEAD expand the headline thoughts

THE BODY •The text in the ad which contains details

regarding the feature ,advantage ,
COPY benefits of the product or service.
 •Small unit of text used with illustrations, coupons and
CAPTION special offers. Usually are set in different font to seek
attention

ILLUSTRATIO •Illustrations consists of drawing , graphs, charts,

paintings and other pictorial devices to tell the story
N or to prove claims.

•Single word or group of words used by the advertiser

SLOGANS to impress the readers about the basic idea of the
product.

LOGO •Identification mark of the sponsor/

owner /producer/marketer of the brand
EXAMPLE
Logo

Headline

Body copy

Illustration

Caption

Panel
THAN FOR ANY SAWAAL ,

K
SUJHAO OR
COMMENT , DO WRITE
TO ME AT
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