Copywriting is writing text for advertising or marketing purposes. Copywriters and art directors work together to create ad campaigns. Copywriters develop text, slogans, and logos to reach audiences, while art directors oversee visual concepts and design teams. There are different types of copywriting including marketing, creative, SEO, technical, and content copywriting. Art directors and copywriters collaborate throughout the process, with copywriters focusing on words and art directors on visuals, to develop effective advertising campaigns that convey the desired message. Headlines are an important element of ads and come in various styles like flush left, inverted pyramid, banner, and boxed headlines to attract readers.

1.  Explain what is copy writing in advertising? How art directors and copy
writers work together to create an ad campaign?
Copywriting is the act oroccupation of writing text for the purposeof advertising or
other forms of marketing. The product, called copy, is written content that aims to
increase brand awareness and ultimately persuade a person or group to take a
particular action.
Types of Copywriting
1. Marketing Copywriting: A marketing copywriter uses trends in the
marketplace to help write advertisements and correspondence that address
consumers' needs. These copywriters know how to influence the public by
playing to people's desires. They prepare the text used in emails, online ads,
and billboards.
2. Creative Copywriting: Creative copywriters are interested in telling a story
to the public. These are the people who come up with catchy slogans and
unique concepts for commercials or video ads. Creative copywriting is
advertising-based, and it's all about creating a brand. Creative copywriters
work to find the right words or phrases that strike a chord with viewers.
3. SEO Copywriting: Search Engine Optimization copywriting, or SEO, is
focused on creating content that will rank high in search engine results.
Researchers compile information on top searches and turn it into ideas for
advertising. Placing keywords within the ads or articles enough times creates
'optimization' by bringing the client's product up first in a search engine,
allowing for more visibility for the company.
4. Technical Copywriting: Technical copywriting requires specific education
or knowledge in a field or industry. For example, if you wanted to have ads
created for your language-learning software, you would need a copywriter

2. who has knowledge not only of computers, but in languages. This type of
copywriting is especially important in technology and health fields.
5. Content Copywriting: This kind of web-specific copywriting is usually
focused on one subject and is written in the form of how-to articles, blogs, or
newsletters. It focuses less on making sales and more on providing
information to the consumer. A prime example of this copywriting is the how-
to articles on different things your cell phone does that you might not know.
This gives information on your phone, while reinvigorating your interest in
the product.
Compare art directors and copy writers:
 Copywriters
Copywriters must be team players. They must be able to think and work quickly,
and they must be able to take ideas and flesh them out in short text, slogans or
brochures. A necessary skill for copywriters is to be a good listener and absorb what
the client wants and what the team is visualizing. The copywriter needs to becreative
and quick with suggestions until the team has singled out one usable theme. At that
point, copywriters work on their own or in a small team to come up with text that
works.
Job responsibilities of a copywriter include:
 Travel to meetings with clients or team
 Adhere to grammatical and writing standards to develop content
 Develop text, logos, slogans that reach an audience
 Meet with directors and/or clients for new work or updating an old project
 Review and edit work before presentation to client
 Art Directors
Art directors are responsible for combining the ideas, graphics and text into visual
concepts. Theseexperts meet with clients needing their expertise to help them push
a product or market a candidate in an election. Art directors run design teams that
are made up of various men and women with different graphic art backgrounds to
come up with an overall design idea. Art directors may begin their careers as artists,

3. photographers or editors. They could find initial employment at a magazine,
newspaper or advertising firm.
Job responsibilities of an art director include:
 Determine the best visual concepts for a project
 Utilize various art styles, like photographs, animation, or art
 Discuss all work and updates with clients
 Supervise and advise team members on all work
 Presents final project to client
How they work together to create an ad campaign?
From a very simplistic point of view, art directors are the picture people and
copywriters are the word people(the visual and the verbal). Copywriters are the team
members that art directors depend on to use their knowledge and expertise with
words to help sell a product. Their assignments may vary from developing slogans
to writing company handouts.
In advertising and public relations, art directors ensure that their clients' desired
message and image are conveyed to consumers. Art directors are responsible for the
overall visual aspects of an advertising or media campaign and coordinate the work
of other artistic or design staff, such as graphic designers. The copywriter is
responsible for taking a client's advertising brief and generating original copyideas
that grab the attention of the target audience. This can include creating straplines,
slogans, body copy, jingles and scripts.
 What are different types of headlines you can use in ad campaigns?
Explain briefly.
Headlines demand attention to draw readers into the story. A main head gives a very
high level view ofwhat a storyis about. A deck, the smaller head immediately under
the main headline adds more detail or a key fact about the story. Subheads serve
primarily to break up long copyblocks. A jump head is the headline that identifies a
story that has been continued from another page.
Different types of headlines are used: the specific type used is based on the structure
of the news story. Print media is geared toward informing the public on various
topics. An important aspect in getting and holding the attention of the public is

4. through the use of attractive headlines, no longer than one, two or in some cases
three lines. Headlines should summarize in a few striking words the news story
featured under it. The point is to get the attention of the reader and draw him into the
story.
Flush Left Headline
This is one of the more modern headline forms in use. It consists of two or three
lines of headline, each one set flush left to the left side of the space. The design is
simple and allows freedom in writing the headline. No rules govern the writing of
the flush left headline, however a uniform style for better results is generally
adopted. This typeofheadline is popularbecauseit is easy to write, allows flexibility
in unit count and provides a feeling of animation to the page with the white space.
Inverted Pyramid Headline
There are distinct advantages to using the inverted pyramid headline style for news
writing. People often are in a rush and occasionally have time to read every word of
a story. The advantage of the inverted pyramid headline is that it concentrates on
presenting relevant facts first. With inverted pyramid stories, the most important
information goes in the first paragraph, and the less important information follows
to the very end of the story. The inverted pyramid headline generally consists of
three lines: the first runs across the column and the other two lines are shorter than
the first line. The headline is created from the informative facts presented at the start
of the story, giving the reader the most important points quickly.
A catchy headline
A catchy headline is extremely important to bring the reader in to view an article or
advertisement. It includes words and thoughts designed to catch someone's eye and
get that person interested in reading what follows the headline.
Examples:
 Who’s Fault When Children Go against?
 Why Facebook is Making Life Hard
 Why Some Foods "Explode" in Your Stomach
Banner headline:
Spread across eight columns they are used rarely on important occasion to send a
signal that something very important has happened.

6. Kicker headline:
Conventional headline used when a headline cannot be writer in one line. A line
above the main line is a different, half the size of that runs no more than mid-way
compared the main line is called a kicker. This type of headlining is used to dress up
a page by giving it variety and clarity.
Hammer:
It is exactly opposite of kicker. Here smaller type is the main headline whereas the
kicker is in the bigger type and usually in capital letters. Usually hammers do not
extent beyond one or two words.
Boxed headline: As name indicates is framed in a rectangular box.
Jump head:
Headline given to a continued part of a story carried in some other page as a jump.
Labels:
Permanent headlines that appear in newspapers on a regular basis like listings,
reviews, careers, city notes, etc.
Barker:
In which one line usually one word is set in large type over deck ofsmaller headline.
Blankethead:
Headline covering all columns occupied bya storyor combination of related stories.
Block heading:
Headline enlarged photographically from proof useful for producing headlines in
larger size than normally available
Cross heads or cross lines: Sub heads placed in text between paragraphs.
Drop head: In which each line is set further to the right
Eyebrow:
Short line in smaller type, often underlined, above main deck of headline also called
teaser, highline or strap.

7. Over-banner:
Banner headline running higher than the nameplate or flag of the newspaper. Also
called sky line and over the roof (in US).
Over-line: Display type over a picture
Screamer: Crude sensational headline (exclamation marks, question marks, etc.)
Shotgun head: Two or more decks of headline on the same story
Side head:
Small subsidiary heading in the body of a story set left, instead of centered (cross
head)
Streamer:Headline running across top of all or most of the columns in inner pages
Tinted headline: One in which the black of the type as softened to gray
Teaser:
Headline or caption which rather than informing the reader attracts him to read.