Advertising copy refers to all elements of an advertising message including print elements like headings, pictures, slogans, and body text as well as elements in television like motion, sound, illustrations and camera cues. Copy writing includes the headline, which aims to attract attention and communicate key selling points, the subhead which provides more information, and the body copy which tells the brand story. Guidelines for writing effective copy include limiting headlines to 6-8 words, including the brand name, using familiar language, and writing body copy that uses active verbs and varies sentence length.

1. Advertising copy

3. 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.

4. Continued… Copy refers to written material which is to be set in type for print media or spoken by announcers for broadcast commercials.

5. Copy writing for Print media Headline Subhead Body

6. Headline Usually at the top or bottom of the ad, that attracts attention, communicates a key selling point, or achieves brand identification. Purpose: Give news about the brand Emphasize a brand claim Give advice to the reader Select prospects

7. Continued… Stimulate the readers curiosity Identify the brand Functions : It establish a link with the target audience It is an attention getting device It should move us / Propel us to read the further copy It is the essence of the whole ad.

8. Guidelines for writing headlines 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.

9. The subhead It consists of a few words as a short sentence & usually appears above or below the headline Stimulates a more complete reading of the entire ad. In many cases, the subhead is more lengthy than the headline & can be used to communicate more complex selling points.

10. The body copy It is the textual component of an advertisement & tells a more complete story of a brand. Techniques for preparing body copy: Straight line copy Dialogue Testimonial Narrative Direct response copy

11. Guideline 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