CopywriterCopywriter Art Director Art Director Creative Team Creative Team Creative Concept
Copywriting is A creative plan isthe process of the guidelineexpressing the that specifies thevalue and messagebenefits a brand elements ofhas to offer. advertising copy.
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 PPT 12-4 4
Ad in Context ExampleHere is a classic case ofHere is a classic case ofa headline offering thea headline offering thereader advice.reader advice.
Guidelines for writing headlines Be persuasive Entice to read body copy Appeal to self-interest Entice to examine visuals Inject maximum information Never change typeface Limit to five-eight words Never rely upon body copy Include the brand name Keep it simple & familiar
Functions Reinforce the headline Include important information notcommunicated in the headline Communicate key selling points or information quickly Stimulate more complete reading ofthe whole ad The longer the body copy, themore appropriate is the use ofsubheads
Ad in Context ExampleThis ad follows all This ad follows allthe guidelines for the guidelines forsubheads. subheads.
Techniques Straight-line copy Dialogue Testimonial Narrative Direct response copy
Guidelines Use present tense Vary sentence and paragraph Use singular nouns and verbs length Use active verbs Involve the reader Provide support Use familiar words and phrases for the unbelievable Avoid clichés and superlatives
Ad in Context ExampleThis ad is full of body This ad is full of bodycopy. Are the copy. Are theguidelines for using guidelines for usingbody copy being body copy beingfollowed? followed?
Ad in Context ExampleNoNoheadline, noheadline, nosubhead, nosubhead, nobody copy—body copy—does this addoes this adstill work?still work?
Cybercopy is often rooted in techno-speak. It is a medium where audience has a different meaning than in traditional media. • Audience often comes directly to ads—not passive • Other ads pop up • Copy is closer to print than broadcast • Cybercopy is often direct response • Rules for cybercopy are not all that different than for print
Different opportunities due to sight and sound Inherent limitations . . . • Broadcast ads offer a fleeting message • Broadcast employs more sensory devices which can ad or detract from consumers’ understanding of the message
Radio listeners are not active. Radio has been called “verbal wallpaper.” Radio can be the “theater of the mind.” Formats: Music Dialog Announcement Celebrity announcer
Guidelines Use familiar language Stress the main Use short words and selling pointssentences Use sound and music Stimulate the imagination carefully Repeat the product Tailor the copy to thename time, place, and specific audience
1. Solicit bids from 5. Edit the tape production houses2. Review bids, award job, 6. Review the production submit estimate with the advertiser3. Select the talent 7. Mix the sound4. Plan special elements, 8. Duplicate the tape and produce the tape ship to stations
Can create a mood Opportunity to demonstrate with action Words should not stand alone—use visuals/special effects Precisely coordinate audio/visual Storyboard is the roadmap
Demonstration Dialogue Problem and Vignette solution Narrative Music and song Spokesperson
Use the video Be flexible Support the video Use copy Coordinate the judiciouslyaudio with the Reflect the brand’s video personality and image Entertain but sell Build campaigns the product PPT 12-20 20
Short phrases used to . . . • Increase memorability • Help establish an image, 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
Vagueness Wordiness Triteness Creativity for creativity’s sake
Agency Account Management Team Legal DepartmentAccount Planning Client Copywriter Product Manager, Brand Manager, Marketing Staff Senior WriterCreative Director Senior Executives