This document provides guidelines and best practices for different types of advertising copywriting and media, including print, radio, television, and slogans. It discusses the roles of copywriters and art directors in developing creative concepts and campaigns. It also provides examples and discusses techniques for writing effective headlines, body copy, subtitles, and guidelines for each media type.

1. Marketing 3344

2. Copywriter
Copywriter Art Director
Art Director
Creative Team
Creative Team
Creative Concept

3. Copywriting is A creative plan is
the process of the guideline
expressing the that specifies the
value and message
benefits a brand elements of
has to offer. advertising copy.

4. 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
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5. Ad in Context Example
Here is a classic case of
Here is a classic case of
a headline offering the
a headline offering the
reader advice.
reader advice.

6. 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

7. Functions
 Reinforce the headline
 Include important information not
communicated in the headline
 Communicate key selling points or
information quickly
 Stimulate more complete reading of
the whole ad
 The longer the body copy, the
more appropriate is the use of
subheads

8. Ad in Context Example
This ad follows all
This ad follows all
the guidelines for
the guidelines for
subheads.
subheads.

9. Techniques
 Straight-line copy
 Dialogue
 Testimonial
 Narrative
 Direct response copy

10. 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

11. Ad in Context Example
This ad is full of body
This ad is full of body
copy. Are the
copy. Are the
guidelines for using
guidelines for using
body copy being
body copy being
followed?
followed?

12. Ad in Context Example
No
No
headline, no
headline, no
subhead, no
subhead, no
body copy—
body copy—
does this ad
does this ad
still work?
still work?

13.  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

14.  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

15. 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

16. Guidelines
Use familiar language Stress the main

 
Use short words and selling points
sentences Use sound and music

Stimulate the imagination carefully
 
Repeat the product Tailor the copy to the
name  time, place, and
specific audience

17. 1. Solicit bids from
5. Edit the tape
production houses
2. Review bids, award job, 6. Review the production
submit estimate with the advertiser
3. Select the talent 7. Mix the sound
4. Plan special elements, 8. Duplicate the tape and
produce the tape ship to stations

18.  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

19.  Demonstration  Dialogue
 Problem and  Vignette
solution  Narrative
 Music and song
 Spokesperson

20. Use the video Be flexible
 
  
Support the video Use copy
Coordinate the judiciously
audio with the Reflect the brand’s

video personality and image
Entertain but sell Build campaigns


the product
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21.  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

22.  Vagueness
 Wordiness
 Triteness
 Creativity for creativity’s
sake

23. Agency Account Management Team
Legal Department
Account Planning Client
Copywriter Product Manager, Brand
Manager, Marketing Staff
Senior Writer
Creative Director Senior Executives