TYPES OFADVERTISING   COPY
INDEXNEW.COMPARE AND CONTRAST.CONVERSATIONAL.EDUCATIONAL.FEAR.GIMMICK.HUMOUR.INSTITUTIONAL.REMINDER.STORY/NARRATIVE.STRAIG...
SLOGAN AND JINGLE.MOTIVATIONAL.INTERNATIONAL.CHILDREN.WOMEN.TEENAGERSSENIOR CITIZENS.EXECUTIVE.
“THE ELEMENTS OF GOOD ADVERTISINGCOPY, FROM HEADLINE TO CLOSINGSHOULD FOLLOW FOUR STEPS IN THESELLING PROCESS- “A-I-D-A” I...
NEWIT ANNOUNCES A NEW PRODUCT OR SOMETHING NEW         ABOUT AN EXISTING PRODUCT.
COMPARE AND CONTRAST            IT SHOWS HOW YOUR            PRODUCT STACKS UP            AGAINST THE            COMPETITI...
CONVERSATIONALIT PRESENTS THE MESSAGE IN THEFORM OF CONVERSATION USINGAN INFORMAL LANGUAGE ANDCONVERSATION TAKES PLACE INT...
EDUCATIONALWHEN A PARTICULARCLASS OF BUYER IS TOBE APPROACHED THEADVERTISEMENT MAYINCLUDE VALUABLE,SCIENTIFIC,TECHNOLOGICA...
FEARIT APPEALS TO THE SENSE OF FEAR AND AROUSES THEINTEREST OF PEOPLE TO SAVE THEIR LIVES, PROPERTIESAND OTHER BELONGING.
GIMMICK          IT INVOLVES          SOMETHING UNUSUAL          THAT MAKES PEOPLE          TAKE NOTICE.
HUMOURIT EXPLOITS THE SENSE OF HUMOUR OF THE PEOPLE. ITMAKES THE READER LAUGH; ALL EXAMPLES IN SUCH COPYARE FULLY TO MAKE ...
INSTITUTIONAL       AN INSTITUTIONAL COPY IS       ONE WHICH TRIES TO       ADVERTISE ON THE       STRENGTH OF THE       M...
REMINDER      THIS COPY REMINDS THE      AUDIENCE ABOUT A DEAD      LINE.
STORY NARRATIVE   A STORY LINE IS USED TO CONTINUE   INFORMATION THIS IS USEFUL   WHILE HIGHLIGHTING AN   EMOTIONAL ISSUE....
STRAIGHT SELLING          IT TELLS US WHY A          PARTICULAR BRAND OF          A CERTAIN PRODUCT          SHOULD BE USED.
TESTIMONIAL         A USER OF THE         PRODUCT OR A         CELEBRITY SPEAKS         OUT IN FAVOUR OF THE         PRODU...
TEASERIT CREATES CURIOSITY ABOUTTHE PRODUCT OR ITS BENEFITSPERSUADING THE CUSTOMERTOWARDS THE PRODUCT.
OFFER   IT FOCUSES ON THE SALE   OR OFFER, AND NOT THE   PRODUCT.
PERSONELWE CAN SEE IN TH NEWS PAPERS ESPECIALLY ONWEEKENDS RELATING TO PERSONAL MESSAGES BYINDIVIDUALS AND FAMILIES. THE A...
LOCALIT REFERS TO THOSE ADVERTISEMENTSTHAT TRY OUT TO REACH LOCALCONSUMER CONSUMERS.
TRADE    THIS TYPE OF    ADVERTISING INVITES    DEALERSHIP FOR A    PARTICULAR PRODUCT    OR SERVICE.
PUBLIC RELATIONANOTHER CATEGORY OF         ADVERTISING THAT      ISESSENTIALLY GETTING POPULAR IN PUBLIC RELATION.ADVERTIS...
PUBLIC RELATIONPUBLIC RELATION PRACITCE IS PLANNED AND SUSTAINEDEFFORT TO ESTABLISH AND MAINTAIN GOODWILL ANDMUTUAL UNDERS...
RETAIL         RETAIL ADVERTISING         IS IN BETWEEN TRADE         AND CONSUMER         ADVERTISING.
PUBLIC SERVICE             PUBLI SERVICE             ADVERTISING             DEALS WITH             HEALTH             ENV...
POLITICALPOLITICAL ADVERTISING ISEXTENSIVELY USED TO PROMOTEPOLITICAL PARTIES. ESPECIALLYUSED TO GAIN FAVOURS OF THEVOTERS.
FINANCIAL     FINANCIAL ADVERTISING     RELATES TO FINANCIAL     PRODUCTS LIKE SHARES,     DEBENTURES, MUTUAL     FUNDS, F...
NON COMMERCIALTHESE ADS AREUSUSALLY PUBLISHEDBY NON-GOVERMENTALORGANIZATIONS AND CHARITABLE INSTITUTIONS TOSOLICIT GENERAL...
RURALADVERTISING IN RURALAREAS.TO PERSUADE RURALCONSUMERS AND PROSPECTS.
CLASSIFIED                        .CLASSIFIED ADVERTISEMENTSARE USED AS A TOOL OFREACHING OUT TO VARIOUSCATEGORIES OF CONS...
SLICE OF LIFEIT DEALS WITH THE PROBLEMS OF PERSONAL NATURE. THEPRODUCT ACTS AS SOLUTION. IT’S A SITUATION WHICH APERSON MI...
FASHION AND LIFESTYLE                 IT PRESENTS THE                 USER RATHER                 THAN THE                ...
SLOGAN AND JINGLEIT IS THE THEME LINE OR TAG LINE OF THE PRODUCT.THROUGH CONTINOUS USE THEY BECOME STANDARDSTATEMENTS NOT ...
MOTIVATIONAL     IT IS A NEED THAT     STIMULATES A PERSON TO     ACT IN A PARTICULAR WAY     OR STYLE.
INTERNATIONALINTERNATIONAL ADVERTISING COVERS A NUMBER OFCOUNTRIES BY INTERNATIONAL ADVERTISING CAMPAIGNS.INTERNATIONAL AD...
INTERNATIONALINTERNATIONAL ADVERTISING IS UNDERTAKEN IN ORDERTO INDUCE THE GLOBAL BUYERS TO BUY THE PRODUCT.SINCE MULTINAT...
CHILDRENTODAY THE USE OFCHILDREN IN ADVERTISING ISINCREASING DAY BY DAYSIMPLY BECAUSE IT’S EASIERTO MELT THE HEARTS OF THE...
WOMENIN RECENT TIMES THEPROFILE AND ROLE OFWOMEN HAVEUNDERGONESIGNIFICANT CHANGES.SHE IS EDUCATED ANDIN MANY CASESEMPLOYED...
TEENAGERSURBAN TEENAGERS ARE MORE MODERN ANDADVENTUROUS THAN THEIR ELDERS. THEY WANTCOMFORT, VARIETY, FASHION AND STYLE.
SENIOR CITIZENS            IT IS FOR THE SENIOR            CITIZENS. THE COPY            SHOULD BE IN DETAIL            AN...
EXECUTIVEFOR THE EXECUTIVECLASS IT SHOULD BESTRAIGHT TO THE POINT,ELEGANT AND EXQUISITE.
TYPES OFADVERTISING HEADLINE
INDEXADVICE.FREE.CAUTION.COMMAND.GIMMICK.LABEL.NEW.OCCASION.OFFER.QUESTION.SELECTIVE.
“NO MATTER HOW PERSUASIVE YOURCOPY OR HOW GREAT YOUR PRODUCT ORYOUR AD.IT CANNOT SELL IF IT DOES NOTATTRACT YOUR PROSPECTS...
ADVICEIT INTENDS TO COMMUNICATESOME SORT OF ADVICE TO THETARGET AUDIENCE.
FREEOFFERS SOMETHING FREE AND IT CONCENTRATES ON        BREAKING THE BRAND LOYALTY.
CAUTION          IT WARNS THE          TARGET AUDIENCE .IT          BASICALLY PROPOSES          A WARNING TO READ         ...
COMMAND          IT COMMANDS THE          READER TO TAKE          ACTION.
GIMMICK          IT IS A TRICKY          IDEA USED TO          ATTRACT THE          ATTENTION OF THE          TARGET      ...
LABELIT INCLUDES THE BRAND NAME IN        THE HEADLINE.
NEW      IT ANNOUNCES A      NEW PRODUCT OR      SOMETHING NEW      ABOUT AN EXISTING      PRODUCT TO THE      TARGET AUDI...
OCCASIONIT USES ANOCCASION ORFESTIVAL.
OFFERFOCUSES ON THE OFFER, THE SALE, AND NOT THE PRODUCT.            IT IS IN THE FORM OF AN OFFER.
QUESTIONIT IS USED TO CREATE THE INTEREST AND CURIOSITY OFTHE READER AND THE ANSWER IS GIVEN IN THE LEAD ORBODY COPY.
SELECTIVEIT APPEALS TO A SPECIFICCLASS OF TARGET AUDIENCESUCH AS PSYCHOGRAPHIC,DEMOGRAPHIC OR ECONOMIC.
Upcoming SlideShare
Loading in …5
×

Types of advertising copy

4,964 views

Published on

2 Comments
1 Like
Statistics
Notes
No Downloads
Views
Total views
4,964
On SlideShare
0
From Embeds
0
Number of Embeds
28
Actions
Shares
0
Downloads
0
Comments
2
Likes
1
Embeds 0
No embeds

No notes for slide

Types of advertising copy

  1. 1. TYPES OFADVERTISING COPY
  2. 2. INDEXNEW.COMPARE AND CONTRAST.CONVERSATIONAL.EDUCATIONAL.FEAR.GIMMICK.HUMOUR.INSTITUTIONAL.REMINDER.STORY/NARRATIVE.STRAIGHT SELLING.TESTIMONIAL.TEASER.OFFER.PERSONEL.LOCAL.TRADE.PUBLIC RELATION.RETAIL.PUBLIC SERVICE.POLITICAL.FINANCIAL.NON-COMMERCIAL.RURAL.CLASSIFIED.SLICE OF LIFE.FASHION AND LIFE STYLE.
  3. 3. SLOGAN AND JINGLE.MOTIVATIONAL.INTERNATIONAL.CHILDREN.WOMEN.TEENAGERSSENIOR CITIZENS.EXECUTIVE.
  4. 4. “THE ELEMENTS OF GOOD ADVERTISINGCOPY, FROM HEADLINE TO CLOSINGSHOULD FOLLOW FOUR STEPS IN THESELLING PROCESS- “A-I-D-A” IN ALOGICAL ORDER”.Attention.Interest.Desire.Action.
  5. 5. NEWIT ANNOUNCES A NEW PRODUCT OR SOMETHING NEW ABOUT AN EXISTING PRODUCT.
  6. 6. COMPARE AND CONTRAST IT SHOWS HOW YOUR PRODUCT STACKS UP AGAINST THE COMPETITION. IN SOME CASES THE PRODUCT IS COMPARED WITH A NATURAL OR ARTIFICIAL ELEMENT TO SIMPLIFY.
  7. 7. CONVERSATIONALIT PRESENTS THE MESSAGE IN THEFORM OF CONVERSATION USINGAN INFORMAL LANGUAGE ANDCONVERSATION TAKES PLACE INTERMS OF I AND YOU.
  8. 8. EDUCATIONALWHEN A PARTICULARCLASS OF BUYER IS TOBE APPROACHED THEADVERTISEMENT MAYINCLUDE VALUABLE,SCIENTIFIC,TECHNOLOGICAL,INFORMATION OFINTEREST CLASS.
  9. 9. FEARIT APPEALS TO THE SENSE OF FEAR AND AROUSES THEINTEREST OF PEOPLE TO SAVE THEIR LIVES, PROPERTIESAND OTHER BELONGING.
  10. 10. GIMMICK IT INVOLVES SOMETHING UNUSUAL THAT MAKES PEOPLE TAKE NOTICE.
  11. 11. HUMOURIT EXPLOITS THE SENSE OF HUMOUR OF THE PEOPLE. ITMAKES THE READER LAUGH; ALL EXAMPLES IN SUCH COPYARE FULLY TO MAKE THE READER SMILE.
  12. 12. INSTITUTIONAL AN INSTITUTIONAL COPY IS ONE WHICH TRIES TO ADVERTISE ON THE STRENGTH OF THE MANUFACTURER’S REPUTATION.
  13. 13. REMINDER THIS COPY REMINDS THE AUDIENCE ABOUT A DEAD LINE.
  14. 14. STORY NARRATIVE A STORY LINE IS USED TO CONTINUE INFORMATION THIS IS USEFUL WHILE HIGHLIGHTING AN EMOTIONAL ISSUE. THE CUSTOMER IS EXPECTED TO REACT SYMPATHETICALLY TO THE NARRATION AND GET TEMPTED TO BUY THE PRODUCT/SERVICE.
  15. 15. STRAIGHT SELLING IT TELLS US WHY A PARTICULAR BRAND OF A CERTAIN PRODUCT SHOULD BE USED.
  16. 16. TESTIMONIAL A USER OF THE PRODUCT OR A CELEBRITY SPEAKS OUT IN FAVOUR OF THE PRODUCT.
  17. 17. TEASERIT CREATES CURIOSITY ABOUTTHE PRODUCT OR ITS BENEFITSPERSUADING THE CUSTOMERTOWARDS THE PRODUCT.
  18. 18. OFFER IT FOCUSES ON THE SALE OR OFFER, AND NOT THE PRODUCT.
  19. 19. PERSONELWE CAN SEE IN TH NEWS PAPERS ESPECIALLY ONWEEKENDS RELATING TO PERSONAL MESSAGES BYINDIVIDUALS AND FAMILIES. THE ADVERTISEMENTRELATES TO OBITUARY, MATRIMONIAL MATTERS ANDGREETINGS.
  20. 20. LOCALIT REFERS TO THOSE ADVERTISEMENTSTHAT TRY OUT TO REACH LOCALCONSUMER CONSUMERS.
  21. 21. TRADE THIS TYPE OF ADVERTISING INVITES DEALERSHIP FOR A PARTICULAR PRODUCT OR SERVICE.
  22. 22. PUBLIC RELATIONANOTHER CATEGORY OF ADVERTISING THAT ISESSENTIALLY GETTING POPULAR IN PUBLIC RELATION.ADVERTISING WITH PUBLIC RELATIONSHIP PLAYING ANIMPORTANT ROLE IN BUILDING BUSINESS IN MODERN ERA.
  23. 23. PUBLIC RELATIONPUBLIC RELATION PRACITCE IS PLANNED AND SUSTAINEDEFFORT TO ESTABLISH AND MAINTAIN GOODWILL ANDMUTUAL UNDERSTANDING BETWEEN AN ORGANIZATIONAND ITS PUBLIC.
  24. 24. RETAIL RETAIL ADVERTISING IS IN BETWEEN TRADE AND CONSUMER ADVERTISING.
  25. 25. PUBLIC SERVICE PUBLI SERVICE ADVERTISING DEALS WITH HEALTH ENVIRINMENT AND SOCIAL CULTURAL ISSUE LEADING TO PUBLIC WELFARE.
  26. 26. POLITICALPOLITICAL ADVERTISING ISEXTENSIVELY USED TO PROMOTEPOLITICAL PARTIES. ESPECIALLYUSED TO GAIN FAVOURS OF THEVOTERS.
  27. 27. FINANCIAL FINANCIAL ADVERTISING RELATES TO FINANCIAL PRODUCTS LIKE SHARES, DEBENTURES, MUTUAL FUNDS, FIXED DEPOSITS AND LOANS.
  28. 28. NON COMMERCIALTHESE ADS AREUSUSALLY PUBLISHEDBY NON-GOVERMENTALORGANIZATIONS AND CHARITABLE INSTITUTIONS TOSOLICIT GENERAL AND FINANCIAL HELP.
  29. 29. RURALADVERTISING IN RURALAREAS.TO PERSUADE RURALCONSUMERS AND PROSPECTS.
  30. 30. CLASSIFIED .CLASSIFIED ADVERTISEMENTSARE USED AS A TOOL OFREACHING OUT TO VARIOUSCATEGORIES OF CONSUMERSBY COMPANIES AND AGENTS.
  31. 31. SLICE OF LIFEIT DEALS WITH THE PROBLEMS OF PERSONAL NATURE. THEPRODUCT ACTS AS SOLUTION. IT’S A SITUATION WHICH APERSON MIGHT HAVE UNDERGONE.
  32. 32. FASHION AND LIFESTYLE IT PRESENTS THE USER RATHER THAN THE PRODUCT. ADVERTISERS FREQUENTLY TARGET THEIR MESSAGE TO ACTIVE OUTDOOR YOUNG MODERN PEOPLE.
  33. 33. SLOGAN AND JINGLEIT IS THE THEME LINE OR TAG LINE OF THE PRODUCT.THROUGH CONTINOUS USE THEY BECOME STANDARDSTATEMENTS NOT JUST IN ADVERTISING BUT FOR SALESWHICH HELP PEOPLE AND COMPANY EMPLOYEES.
  34. 34. MOTIVATIONAL IT IS A NEED THAT STIMULATES A PERSON TO ACT IN A PARTICULAR WAY OR STYLE.
  35. 35. INTERNATIONALINTERNATIONAL ADVERTISING COVERS A NUMBER OFCOUNTRIES BY INTERNATIONAL ADVERTISING CAMPAIGNS.INTERNATIONAL ADVERTISING CAMPAIGNS ARE SEEN BYPEOPLE IN DIFFERENT PARTS OF THE WORLD.
  36. 36. INTERNATIONALINTERNATIONAL ADVERTISING IS UNDERTAKEN IN ORDERTO INDUCE THE GLOBAL BUYERS TO BUY THE PRODUCT.SINCE MULTINATIONALS OPERATE AT GLOBAL LEVEL.
  37. 37. CHILDRENTODAY THE USE OFCHILDREN IN ADVERTISING ISINCREASING DAY BY DAYSIMPLY BECAUSE IT’S EASIERTO MELT THE HEARTS OF THECONSUMERS. AND RESEARCHHAS BROUGHT FORTH THEDATA REGARDING CHILDRENPLAYING AN IMPORTANTROLE IN DECISSION MAKING.
  38. 38. WOMENIN RECENT TIMES THEPROFILE AND ROLE OFWOMEN HAVEUNDERGONESIGNIFICANT CHANGES.SHE IS EDUCATED ANDIN MANY CASESEMPLOYED. SHE IS THEPOWERFUL INFLUENCEOF THE DECISSION.
  39. 39. TEENAGERSURBAN TEENAGERS ARE MORE MODERN ANDADVENTUROUS THAN THEIR ELDERS. THEY WANTCOMFORT, VARIETY, FASHION AND STYLE.
  40. 40. SENIOR CITIZENS IT IS FOR THE SENIOR CITIZENS. THE COPY SHOULD BE IN DETAIL AND EASY TO UNDERSTAND AND NOT SUBTLE.
  41. 41. EXECUTIVEFOR THE EXECUTIVECLASS IT SHOULD BESTRAIGHT TO THE POINT,ELEGANT AND EXQUISITE.
  42. 42. TYPES OFADVERTISING HEADLINE
  43. 43. INDEXADVICE.FREE.CAUTION.COMMAND.GIMMICK.LABEL.NEW.OCCASION.OFFER.QUESTION.SELECTIVE.
  44. 44. “NO MATTER HOW PERSUASIVE YOURCOPY OR HOW GREAT YOUR PRODUCT ORYOUR AD.IT CANNOT SELL IF IT DOES NOTATTRACT YOUR PROSPECTS “ATTENTION”AND “INTEREST”. HEADLINE MUST GRABATTENTION AND INTEREST PLUSPERFORM FOUR DIFFERENT TASKS”.GET ATTENTION.SELECT THE AUDIENCE.DELIVER A COMPELETE MESSAGE.DRAW THE READE INTO THE COPY.
  45. 45. ADVICEIT INTENDS TO COMMUNICATESOME SORT OF ADVICE TO THETARGET AUDIENCE.
  46. 46. FREEOFFERS SOMETHING FREE AND IT CONCENTRATES ON BREAKING THE BRAND LOYALTY.
  47. 47. CAUTION IT WARNS THE TARGET AUDIENCE .IT BASICALLY PROPOSES A WARNING TO READ THE MESSAGE BEFORE GOING FURTHER.
  48. 48. COMMAND IT COMMANDS THE READER TO TAKE ACTION.
  49. 49. GIMMICK IT IS A TRICKY IDEA USED TO ATTRACT THE ATTENTION OF THE TARGET AUDIENCE.
  50. 50. LABELIT INCLUDES THE BRAND NAME IN THE HEADLINE.
  51. 51. NEW IT ANNOUNCES A NEW PRODUCT OR SOMETHING NEW ABOUT AN EXISTING PRODUCT TO THE TARGET AUDIENCE.
  52. 52. OCCASIONIT USES ANOCCASION ORFESTIVAL.
  53. 53. OFFERFOCUSES ON THE OFFER, THE SALE, AND NOT THE PRODUCT. IT IS IN THE FORM OF AN OFFER.
  54. 54. QUESTIONIT IS USED TO CREATE THE INTEREST AND CURIOSITY OFTHE READER AND THE ANSWER IS GIVEN IN THE LEAD ORBODY COPY.
  55. 55. SELECTIVEIT APPEALS TO A SPECIFICCLASS OF TARGET AUDIENCESUCH AS PSYCHOGRAPHIC,DEMOGRAPHIC OR ECONOMIC.

×