This document discusses different types of copywriting for advertising. It covers copywriting for print ads, radio, television, and the web. Some key points made include that copywriting uses words to convey advertising messages clearly and memorably. When writing for different mediums, the copywriter must consider the specific constraints and goals of that format, such as keeping print ads concise or changing web offers frequently. The document provides tips for writing effective headlines, body copy, captions and other elements for various advertising types.

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Copywriting

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• The language of advertising
• Copywriting for print
• Radio copywriting
• Television copywriting
• Writing for the Web
Outline

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• The idea behind a creative
concept in advertising is
usually expressed in an
attention-getting and
memorable phrase
Copywriting: The
Language of Advertising

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• Five types of ads in which words are crucial:
1. When the message is complicated
• Words can be more specific than visuals;
• Can be read over and over until meaning
is clear
1. When the ad is for a high involvement
product
• Consumer spends a lot of time
considering the product or service
1. When information needs definition and
explanation
• i.e. Nokia wireless network
Copywriting: The
Language of Advertising

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• Five types of ads in which words are crucial:
4. When a message tries to convey abstract
qualities
• Emotions, Hallmark cards
5. When there is a need to lock in key phrases
(slogans, jingles) that cue a brand image or
remind consumers of a brand feature
Copywriting: The
Language of Advertising

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• The person who shapes and sculpts the
words in an advertisement.
• Copy: the text of an ad or the words
people say in a commercial
• “Students of Words”
– Know meanings as well as derivations
The Copywriter

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• Characteristics of good ad writing:
– Succinct and single-minded (one selling point)
– As simple as possible
– Tight
• Practical tips for writing effective copy
– Be succinct
– Be specific
– Get personal
– Keep a single focus
– Be conversational
– Be original
– Use variety
Advertising Style

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• Print ads are created in two pieces: a
copy sheet and a layout
• Copy elements
– Two categories of copy in print
advertising
• Display copy: headlines, subheads,
call-outs, taglines, slogans, calls to
action
• Body copy: text, ad message, captions
Copywriting for
Print

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• Most common tools in the
copywriter’s toolkit:
– Headline
– Overlines and underlines
– Body copy
– Subheads
– Call-outs
– Captions
– Taglines
– Slogans
– Call to action
The Copywriter’s
Toolkit
Table 12.1, p 335

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• Headline works with the visual to get
attention and communicate the
creative concept
• The key element in print advertising
– Conveys the main message
– Most widely read part of the ad
• Should be understood at a glance and
convey exactly the right idea
How to Write
Headlines
Tips for Award-winning headlines

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• Two general categories of
headlines
– Direct headlines: straightforward
and informative
– Indirect headlines: don’t provide as
much information but may be better
at drawing the reader to the message
How to Write
Headlines

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• Direct action
– Assertion: a headline that states a claim or a
promise that will motivate someone to try the
product
– Command: politely tells the reader to do
something
– How-to-heads: people are rewarded for
investigating a product when the message
tells them how to use it or how to solve a
problem
Direct and Indirect
Headlines

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• Indirect headlines
– Puzzles: ambiguous statements
or questions require the reader
to examine the body copy to get
the answer or explanation
– Associations: use image and
lifestyle to get attention and
build interest
Direct and Indirect
Headlines

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• Captions
– Second highest readership (after
headlines)
– Captions explain what is happening in
photos
• Subheads
– Sectional headlines used to break up
copy and lure the reader into body copy
How to Write
Other Display Copy

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• Taglines: short, catchy phrases at the
end of an ad used to complete or wrap
up an idea
• Slogans: repeated from ad to ad as
part of a campaign or a long-term
brand identity effort
– Use a startling or unexpected phrase, use
rhyme, rhythm, or alliteration, use
parallel construction
How to Write
Other Display Copy

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Writing for the Web
• Web writer is challenged to attract
people to the site and to manage a
dialogue-based communication
experience
• The rules are still being written
• Challenge for Web advertisers
– Understand the user’s situation
– Design messages that fit the user’s needs

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Tips for Writing for
the Web
• Banners
– Small box ads with text, images,
and animation
– Key to stopping surfers is vivid
graphics and clever phrases

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Tips for Writing for
the Web
• Copywriter might consider:
– Offering a deal promising a discount or
freebie
– Using involvement devices such as a
challenge or contest
– Changing the offer frequently, perhaps
daily
– Keeping the writing succinct