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MODULE VII
Writing copy for various Media
WRITING THE PRINT COPY
Writing a successful Print Advertisement
• Put a benefit in your headline.
• Make your ads easy to skim
• Use customer testimonials.
• Focus on the customer.
• Use Y words.
• Spend time on the headline.
• Be your own worse critic.
• Put a coupon in your ad.
• Hit a home run with the body copy.
• As you write the ad, try to think of a visua
Elements of Print advertisement
• Headline: Your headline is the first line of copy your reader is going to see in your print
ads.
• Subhead: You won't find a subhead in all print ads. A subhead is optional but its purpose
is to expand on your headline and draw your reader in even further.
• White Space: Just because you're buying a full-page print ad doesn't mean you have to
fill the entire page with text and images.
• Images and illustrations: Images can dress up your ad, though, as long as you choose the
right image. Any images you use should go hand-in-hand with your copy.
• Body Copy: The body of your print ads should be written in a conversational tone. Don't
overwrite your ad. You have a very limited space to write your copy.
• Signature: Optional slogan and logotype of the sponsor.
• Call to Action: What should the customer do now? If you don't tell
them, they'll just put your ad down and move on to something else.
• Contact Information: Do not forget your contact information. Don't
just include your website because that is where you want people to
go.
• Mandatory: Required disclosures, terms and conditions. Listed at the
bottom.
The Headline has 3 functions:
1.To capture attention.
• Ex: Axe effect – red lips creating a sensuous appeal are a very attention
seeking ad and the visual acts as the headline.
2.To awaken the interest of the reader in learning more about the product.
• The ad for Intelligent Investor, which uses the headline “Why being a regular
reader of Intelligent Investor is such a healthy habit”.
3.To select the special readers who might have a specific interest in what you
are selling.
• Eanadu Pradesh ad targets media planners, hence the headline – “Perhaps the
first ad written with the belief that a media planner is human, and not a
counting machine”.
CLASSIFICATION OF HEADLINES
• BENEFIT
• NEWS AND INFORMATION
• COMMAND
• QUESTION
• REASON WHY
• HOW-TO
• SELECTIVE HEADLINE
• Solution to problem
• FLAG HEADLINE
• TESTIMONIAL HEADLINE & CLAIM
• ADVICE HEADLINE
• GIMMICK HEADLINE
Tips for Body copy
1.A writer must put conviction into their own copy.
2.Never oversell in your body copy
3.Get quickly to the crux of your body copy message.
4.Keep your line of thought on track.
5.Address arguments before they arise.
6.Write for your audience-not yourself.
7.Keep your copy user friendly
8.Present your body copy in a logical sequence that relates to the rest of the
text.
9.Use one of the twelve slogans for constructive persuasion.
SLOGANS
• A slogan is a small attractive phrase used in the ad to sum up the
advertising message in a few words.
• The words must be simple, clear and easy to remember. It should be
so designed that it can be repeated , perhaps a year or years together.
• Sometimes, they just come along but most often slogans are the
result of hard work of days together put in by the creative marketing
people/advertising people.
Basis for writing a slogan: Techniques/factors
• 1.Slogans can be based on the Quality of the product.
Example: ‘The best tobacco money can buy’-Rothmans.
• 2.Slogan can be based on the Life of the company.
Example: ‘A trusted household name for over fifty years’-Philips.
• 3.Slogans can be used to build Trust and confidence.
Example: ‘The name you can trust’- Mafatlal.
• 4.Slogans to guard against substitutes.
Example: ‘when it’s Philips, you can be sure’.
• 5.Slogans emphasizing sales of the product.
Example: ‘India’s largest selling soft drink concentrates’. Rasna.
• 6.Slogans emphasizing International reputation of the product.
Example: ‘The world’s favorite airline’- British Airways.
• 7.Slogans can place emphasis on Advanced technology of the company.
Example: ‘In tune with tomorrow.’- Bush.
Example: Dunlop is Dunlop, always ahead’.
• 8.Slogans emphasizing the use of the product.
Example: ‘A pocket doctor for aches and pains-Amrutanjan pain balm.
Example: ‘Real relief, real fast-Moov.
• 9.Slogans expressing Love and Affection
Example: ‘A gift for someone you love-Amul chocolates.
• 10.Slogans expressing Joy and happiness.
Example: ‘Happy days are here again.-Thumps up
• 11.Slogans emphasizing the choice of specific class.
Example: ‘The choice of new generation’- Lehar Pepsi.
Seals, Logo Types & Signatures
• A company's logo is the corporate signature which represents the
personality of the company and it's products.
• A seal is awarded only when a product meets standards established
by a particular instruction or organization.
• Logotype & signature are special designs of the advertiser's company
name/product name.
Jingles
• These are catchy little tunes, which we pick up and hum quite
unconsciously most of the time.
• A jingle with its repeat phrase has a far higher recall value than the
visuals do.
• It is important to know your target audience.
• Composing, singing and making it work is highly creative art.
TELEVISION
What is a StoryBoard?
• A storyboard is a visual aid primarily used to plan out or prepare a
television commercial, short-film, or movie.
• Storyboards are useful in organizing sequences and steps and contain
the flow of several processes that include visual elements, text or
dialogue elements, audio, and actions of characters.
• Creating a storyboard can also help you plan for special effects,
testing complicated ideas on paper first versus at the actual filming
location, and finally with validating continuity.
Functions of StoryBoard
• Sequential Outline- functions similarly to an outline of a story.
• Visual Guide- used as a visual reference guide throughout the filming
process.
• Time to Review- serves as your final opportunity to review your
concept and make any changes.
• Not necessarily required- Despite their common use, storyboards are
not always required for a project.
Storboard Technique
“Ultimately, storyboarding becomes the blueprint for the entire
process, and serves as a roadmap for when you get into production.”
• Use the Method that Suits Your Project Best
• Don’t Forget the “Story” Part of “Storyboard
• A Story Needs a Framework, Not Just Cool Moments
• Storyboarding Is a Collaborative Process
• No idea is precious
EXAMPLE 1
EXAMPLE 2
EXAMPLE FOR PRINT AD
Balance between words and visuals / Power of
silence
Balance between words and visuals / Power of
silence
What the right ratio is when it comes to balancing text and visuals, think about how
you are going to achieve it.
1.If you don’t need words, don’t use them.
2.Present visual information, visually. Don’t describe things that you can show.
3.Don’t use unnecessary words or repeating images.
4.Make text visual or turn visuals into text if design feels lopsided.
5. If you don’t know how much text you need, aim to an equal surface area for
visuals and text to create an “obvious balance.”
GUIDELINES FOR WRITING TELEVISION COPY
1.Use the video.
2.Support the video. Make sure that the copy doesn't simply hitchhike
on the video.
3.If all the copy does is verbally describe what the audience is
watching, an opportunity to either communicate additional
information or strengthen the video communication has been lost.
4.Coordinate the audio with the video.
5.Sell the product as well as entertain the audience.
6.Be flexible.
7.Use copy judiciously.
8.Reflect the brand personality and image.
9.Build campaigns. When copy for a particular advertisement is being
written, evaluate its potential as a sustainable idea.
Television Advertising Formats:
• Demonstration.
• Problem and Solution.
• Music and Song.
• Spokesperson.
• Dialogue.
• Vignette.
• Narrative.
COPY WRITING - Writing copy for various Media
OUTDOOR
The Basic Rule of Copy in Outdoor Advertising
• Brevity (conciseness)
• Why Only Seven Words?
• What should we omit?
• Do not use more than one point
of contact
• Do not not use starbursts
• Do not always include a call to
action
• Identity
• Imagery
• Colors
• Legibility
RADIO
WRITING RADIO SCRIPT
• When you place a radio ad, you are speaking to captive audience
• On radio, you need to keep your message simple and focused
• Different radio stations require different types of ads
• You have two basic choices when it comes to creating a radio ad
• Repetition is very important in radio
• Entertaining Commercials sell
• Words are your illustrations
• Try them out loud
• Length of words and sentences
Digital: email, web pages
Guidelines for Good Writing are Good
• Users do not read on the Web
• Users do not like long, scrolling pages
• Users Want to Search
• Write copy that is keyword rich
• Waiting is Unpleasant
• Outbound Links Can Increase Credibility
• Offer warranties
• On Internet, a picture or description will replace the physical product
• Users Want to Get Their Information Quickly
• Credibility is an Important Issue on the Web
• Text Should be Scannable
• Text Should be Concise
• Users like Summaries and the Inverted Pyramid Style
• Graphics and Text Should Complement One Another
• Avoid jump (anchor) links except on long pages such as FAQs
• Keep your content up to date

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COPY WRITING - Writing copy for various Media

  • 1. MODULE VII Writing copy for various Media
  • 3. Writing a successful Print Advertisement • Put a benefit in your headline. • Make your ads easy to skim • Use customer testimonials. • Focus on the customer. • Use Y words. • Spend time on the headline. • Be your own worse critic. • Put a coupon in your ad. • Hit a home run with the body copy. • As you write the ad, try to think of a visua
  • 4. Elements of Print advertisement • Headline: Your headline is the first line of copy your reader is going to see in your print ads. • Subhead: You won't find a subhead in all print ads. A subhead is optional but its purpose is to expand on your headline and draw your reader in even further. • White Space: Just because you're buying a full-page print ad doesn't mean you have to fill the entire page with text and images. • Images and illustrations: Images can dress up your ad, though, as long as you choose the right image. Any images you use should go hand-in-hand with your copy. • Body Copy: The body of your print ads should be written in a conversational tone. Don't overwrite your ad. You have a very limited space to write your copy.
  • 5. • Signature: Optional slogan and logotype of the sponsor. • Call to Action: What should the customer do now? If you don't tell them, they'll just put your ad down and move on to something else. • Contact Information: Do not forget your contact information. Don't just include your website because that is where you want people to go. • Mandatory: Required disclosures, terms and conditions. Listed at the bottom.
  • 6. The Headline has 3 functions: 1.To capture attention. • Ex: Axe effect – red lips creating a sensuous appeal are a very attention seeking ad and the visual acts as the headline. 2.To awaken the interest of the reader in learning more about the product. • The ad for Intelligent Investor, which uses the headline “Why being a regular reader of Intelligent Investor is such a healthy habit”. 3.To select the special readers who might have a specific interest in what you are selling. • Eanadu Pradesh ad targets media planners, hence the headline – “Perhaps the first ad written with the belief that a media planner is human, and not a counting machine”.
  • 7. CLASSIFICATION OF HEADLINES • BENEFIT • NEWS AND INFORMATION • COMMAND • QUESTION • REASON WHY • HOW-TO • SELECTIVE HEADLINE • Solution to problem • FLAG HEADLINE • TESTIMONIAL HEADLINE & CLAIM • ADVICE HEADLINE • GIMMICK HEADLINE
  • 8. Tips for Body copy 1.A writer must put conviction into their own copy. 2.Never oversell in your body copy 3.Get quickly to the crux of your body copy message. 4.Keep your line of thought on track. 5.Address arguments before they arise. 6.Write for your audience-not yourself. 7.Keep your copy user friendly 8.Present your body copy in a logical sequence that relates to the rest of the text. 9.Use one of the twelve slogans for constructive persuasion.
  • 9. SLOGANS • A slogan is a small attractive phrase used in the ad to sum up the advertising message in a few words. • The words must be simple, clear and easy to remember. It should be so designed that it can be repeated , perhaps a year or years together. • Sometimes, they just come along but most often slogans are the result of hard work of days together put in by the creative marketing people/advertising people.
  • 10. Basis for writing a slogan: Techniques/factors • 1.Slogans can be based on the Quality of the product. Example: ‘The best tobacco money can buy’-Rothmans. • 2.Slogan can be based on the Life of the company. Example: ‘A trusted household name for over fifty years’-Philips. • 3.Slogans can be used to build Trust and confidence. Example: ‘The name you can trust’- Mafatlal. • 4.Slogans to guard against substitutes. Example: ‘when it’s Philips, you can be sure’. • 5.Slogans emphasizing sales of the product. Example: ‘India’s largest selling soft drink concentrates’. Rasna.
  • 11. • 6.Slogans emphasizing International reputation of the product. Example: ‘The world’s favorite airline’- British Airways. • 7.Slogans can place emphasis on Advanced technology of the company. Example: ‘In tune with tomorrow.’- Bush. Example: Dunlop is Dunlop, always ahead’. • 8.Slogans emphasizing the use of the product. Example: ‘A pocket doctor for aches and pains-Amrutanjan pain balm. Example: ‘Real relief, real fast-Moov. • 9.Slogans expressing Love and Affection Example: ‘A gift for someone you love-Amul chocolates. • 10.Slogans expressing Joy and happiness. Example: ‘Happy days are here again.-Thumps up • 11.Slogans emphasizing the choice of specific class. Example: ‘The choice of new generation’- Lehar Pepsi.
  • 12. Seals, Logo Types & Signatures • A company's logo is the corporate signature which represents the personality of the company and it's products. • A seal is awarded only when a product meets standards established by a particular instruction or organization. • Logotype & signature are special designs of the advertiser's company name/product name.
  • 13. Jingles • These are catchy little tunes, which we pick up and hum quite unconsciously most of the time. • A jingle with its repeat phrase has a far higher recall value than the visuals do. • It is important to know your target audience. • Composing, singing and making it work is highly creative art.
  • 15. What is a StoryBoard? • A storyboard is a visual aid primarily used to plan out or prepare a television commercial, short-film, or movie. • Storyboards are useful in organizing sequences and steps and contain the flow of several processes that include visual elements, text or dialogue elements, audio, and actions of characters. • Creating a storyboard can also help you plan for special effects, testing complicated ideas on paper first versus at the actual filming location, and finally with validating continuity.
  • 16. Functions of StoryBoard • Sequential Outline- functions similarly to an outline of a story. • Visual Guide- used as a visual reference guide throughout the filming process. • Time to Review- serves as your final opportunity to review your concept and make any changes. • Not necessarily required- Despite their common use, storyboards are not always required for a project.
  • 17. Storboard Technique “Ultimately, storyboarding becomes the blueprint for the entire process, and serves as a roadmap for when you get into production.” • Use the Method that Suits Your Project Best • Don’t Forget the “Story” Part of “Storyboard • A Story Needs a Framework, Not Just Cool Moments • Storyboarding Is a Collaborative Process • No idea is precious
  • 21. Balance between words and visuals / Power of silence
  • 22. Balance between words and visuals / Power of silence What the right ratio is when it comes to balancing text and visuals, think about how you are going to achieve it. 1.If you don’t need words, don’t use them. 2.Present visual information, visually. Don’t describe things that you can show. 3.Don’t use unnecessary words or repeating images. 4.Make text visual or turn visuals into text if design feels lopsided. 5. If you don’t know how much text you need, aim to an equal surface area for visuals and text to create an “obvious balance.”
  • 23. GUIDELINES FOR WRITING TELEVISION COPY 1.Use the video. 2.Support the video. Make sure that the copy doesn't simply hitchhike on the video. 3.If all the copy does is verbally describe what the audience is watching, an opportunity to either communicate additional information or strengthen the video communication has been lost. 4.Coordinate the audio with the video.
  • 24. 5.Sell the product as well as entertain the audience. 6.Be flexible. 7.Use copy judiciously. 8.Reflect the brand personality and image. 9.Build campaigns. When copy for a particular advertisement is being written, evaluate its potential as a sustainable idea.
  • 25. Television Advertising Formats: • Demonstration. • Problem and Solution. • Music and Song. • Spokesperson. • Dialogue. • Vignette. • Narrative.
  • 28. The Basic Rule of Copy in Outdoor Advertising • Brevity (conciseness) • Why Only Seven Words? • What should we omit? • Do not use more than one point of contact • Do not not use starbursts
  • 29. • Do not always include a call to action • Identity • Imagery • Colors • Legibility
  • 30. RADIO
  • 31. WRITING RADIO SCRIPT • When you place a radio ad, you are speaking to captive audience • On radio, you need to keep your message simple and focused • Different radio stations require different types of ads • You have two basic choices when it comes to creating a radio ad • Repetition is very important in radio • Entertaining Commercials sell • Words are your illustrations • Try them out loud • Length of words and sentences
  • 33. Guidelines for Good Writing are Good • Users do not read on the Web • Users do not like long, scrolling pages • Users Want to Search • Write copy that is keyword rich • Waiting is Unpleasant • Outbound Links Can Increase Credibility • Offer warranties • On Internet, a picture or description will replace the physical product
  • 34. • Users Want to Get Their Information Quickly • Credibility is an Important Issue on the Web • Text Should be Scannable • Text Should be Concise • Users like Summaries and the Inverted Pyramid Style • Graphics and Text Should Complement One Another • Avoid jump (anchor) links except on long pages such as FAQs • Keep your content up to date