It relates to the meaning and the types of copy writing done in advertising. It also tells how important is execution of a meaasage and how copy should be adjusted to the type of media.

1. COPYWRITING AND BRAND
MESSAGE EXECUTION
SUBMITTED TO: SUBMITTED BY:
KUSHDEEP MAM SAKSHA SHARMA
5810, M.COM II

2. MEANING OF COPYWRITING
• Earlier due to absence of any visual
media, print and verbal were the best
form of conveying the messages, as
the time passed by many other
interesting methods of conveying the
message were created.
• If we refer to the older times the art of
making a copy (written statement of
how, when, where, to whom the
message is to be addressed) was
popular.
• Even after the new form of media
gained importance, the art of
copywriting continued to be addressed
the same

3. WHAT FORMS A COPY
• A STEP WHICH INVOLVES ACTUALLY CREATING AN
ADVERTISEMENT.
• NOT A SCIENCE BUT AN ART.
EARLIER STEPS INVOLVE-
DECIDING ABOUT THE IDEA,
MESSAGE STRATEGY,
AUDIENCE, UNDERSTANDING
THE CLIENT PERSPECTIVE,
BUDGET CONSTRAINTS,
GETTING THE RIGHT AGENCY
OR AD- MAN, (IN SHORT
BETTING ON EVERTHING
REQUIRED FOR SUCCESS) .

4. SO THIS MEANS……
• Copywriting is a writing you use in your written promotional
materials. This can include your advertisements, website,
brochure, catalogs, business cards, sales letter and more.

5. STAGES INVOLVED IN CPOYWRITING
CREATIVE PROCESS
GENERATION OF WRITTEN COPY
ARTWORK OF DIFFERENT KINDS
LAYOUT
CLIENT APPROVAL AND SUPPLIER
SELECTION

6. 1.CREATIVE PROCESS
• It is concerned with taking
the badly stated marketing
proposition, usually
derived from and couched
in terms of marketing
research and
manufacturing
specifications, and turning
it into one or more
creative ideas that clearly,
powerfully, and
persuasively convey to the
consumer what the brand
does for them and why it
should matter to them.

7. CREATIVE- HOW?
Problem definition-
picking out and
pointing the problem
Preparation –
gathering and
analyzing the
pertinent data
FACT
FINDING Idea production-
thinking up tentative
ideas as possible
leads
Idea development-
selecting from resultant
ideas, adding others,
and reprocessing by
means of modification
and so on…
IDEA
FINDING

8. 2) GENERATION OF COPY-
COPYWRITING
• In present day includes all
elements of an advertising
message, whether printed
or broadcast.
• In ads for print media it
includes the heading, sub
heading, picture caption,
slogans and body copy,
trade marks, the company
logo and mascot, borders
and other illustrations and
visual symbols.

9. COPYWRITING
• In radio commercials it
includes sound effects and
music in addition to the
words spoken in the ad
message.
• TV dimension has motion
in addition to that of
words spoken in the as
message plus music and
sound effects as well as
illustrative material etc.

10. COPYWRITING
• “A good copy is always written from heart.”- John Caples.
• The idea of “ring the change” can be used. i.e. once a
successful idea has been found it should be repeatedly used
with variations on the central theme.

11. PRINCIPLES OF COPYWRITING-
GENERAL
PREPARE
ORGANIZE
WRITE
EDIT
REVIEW
PREPARE- Description, purpose,
price, features, benefits, competition,
objective, offer, method of payment,
method of ordering, deadline etc.
ORGANIZE- Write essential points
concisely, cut short material from 1st
stage.
WRITE- write headlines, write
subheads, write body copy, write your
call to action.
EDIT- Get clean, crisp results.
REVIEW- consider 1 other way to
write the ad, list all negatives, use the
5 second test, try the stop or go test.

12. COPYWRITING LIKE-…..

13. PRINT COPY PRINCIPLES
• HEADLINES- They must
flag down the target
reader and pull him or
her into the body copy,
offering a reward for
reading on.
• They must be quick and
easy, include news, use
brand name, target the
prospects, creation of self
interest, use of
imaginative words.

14. PRINT COPY PRINCIPLES
• SLOGANS- tag line, less
than 5 words.
• Don’t mention the
name of the company
or brand, but focus on
product.
• Slogan helps in
providing- a.
Differentiation, b.
Branding , c.
Consistency .
• They are catchy, use
declarative phrases,
metaphors, rhymes
with simple, vibrant
language.

15. PRINT COPY PRINCIPLES
• PRINT DESIGN AND ADVERTISING LAYOUT-

16. 3) LAYOUT
• It involves the various
components of headline,
illustration, sub headline,
slogans, body text,
identification mark which
are to be arranged and
positioned on the page.
• PHYSICAL ARRANGEMENT
OF ALL THE ELEMENTS OF
THE ADVERTISEMENT IS
CALLED LAYOUT.
• FUNCTIONS IT PERFORMS:-
o Assembling different parts
o Opportunity of Modification
o Specification for cost.
BALANCE
• PROPORTION
CONTRAST AND
EMPHASIS
• UNITY OR HARMONY
PRINCIPLES OF DESIGN AND
LAYOUT

17. DESIGN
• Serves both creative and approval process.
1)
Thumbnail
sketches
2) Rough
layout
3) Comprehensive
4) Art
work
5) Dummy

18. COPYWRITING FOR ELECTRONIC
MEDIA
• What each ad wants to seek?
Attention Interest
Desire Action
AIDA

19. TELEVISION COPYWRITING PRINCIPLES
• Let it be seen
• Let it to be
remembered
• Make most of the
visual medium
• Get the best team
• Break through and
hit the bulls eye.
ESSENTIALS OF A TV COMMERCIAL:
• PUT PEOPLE IN COMMERCIAL
• PLAN OUT THE VEDIO
• WRITING THE SCRIPT
• AUDIO AND VEDIO MUST WATCH
• NEVER FORGET YOUR CALL TO
ACTION
•STICK TO TIME
• HIRING A PRODUCTION COMPANY
• SCHEDULING YOUR COMMERCIAL
• FREQUENCY
• CONSISTENCY

20. RADIO COPYWRITING PRINCIPLES
• “Create a picture in mind’s eye of the listener.”
• Sound effects should match the listener and
compliment the message broadcasted.
• Try to evocate the feelings not verbally described
in the Ad
• Don’t forget to mention the brand name.
• Keep it simple, straight forward and short.
• Always suppose you are the listener.

21. ADVERTISING ON THE INTERNET
• Promises to become new avenue of electronic commerce.
• Advertisers set up HOME PAGES that can be accessed by web
browser software and occupy storefronts in online malls.
• It should be intrusive, should take place only in designated groups.
• Has evolved overtime should involve full disclosure of what is
meant for the customer and should not be misleading.

22. EXECUTION
• Key aspect in evaluating the advertisement involves whether
it really communicates a persuasive message or it is merely
clever or memorable.
• KEY POINTS: (Bernbach pointed)
• It does not focus only on audience and does not says that the
audience is a lukehead and has to be treated like a 12 year
old, avoid too many repetitions.
• The approach is clean and direct.
• You should stand out from others.
• Research often leads to a similar material as that of your
competitor.

23. IS EXECUTION MORE IMPORTANT
THAN CONTENT?
• What you say is crucial…. USP approach.
• Message should be a mix of “what” it is
communicating and “how” it should be
communicated.
• Execution should involve- PERSUATION,
RECALL,………. MESSAGE COMPREHENSION.
• But the most atomic message will get destroyed
if it is not creatively and boldly presented.
• Execution thus should involve creative execution.

24. THANKYOU