The document provides tips and techniques for effective copywriting in print and broadcast advertising. It emphasizes focusing the copy on a clear and appealing unique selling proposition or benefit to the target audience. Key tips include keeping sentences short, using active voice and personal pronouns, emphasizing one main idea simply and clearly, and positioning the product and brand name prominently. Various headline types and body copy styles are also outlined to attract attention and engage audiences.

1. TECHNIQUES IN PRINT & BROADCAST ADVERTISING COPYWRITING

6. Copy Writing Format Logo, slogan, signature block, reply device A ction Body copy D esire Subhead, body copy I nterest Visual, headline, subhead A ttention