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Copy Writing In Advertising & Sales Management
COPY WRITING Copy writing is an art & science of communicating  IDEAS THAT SERVES THE REQUIREMENT OF MODREN MARKEITNG. IT ...
<ul><li>Strategies in CW : </li></ul><ul><li>Marketing Strategy : A copy writer should be familiar with the marketing goal...
<ul><li>Process of Creative Style: </li></ul><ul><li>Due to technology advancement , it is possible today to use a compute...
<ul><li>Elements of copy writing : the elements of copy refers to the literacy devices which the copywriter use to make an...
<ul><li>Price :  consumers are rational & want maximum satisfaction with minimum price. They should never be annoyed by ad...
<ul><li>Copy Layout Process : </li></ul><ul><li>Copy Layout Intro: </li></ul><ul><li>>  It refers to the graphic design ta...
<ul><li>2  Planning the advertisement:  it includes two parts. One is how you plan your advertisement & what is needed or ...
<ul><li>3 Designing the Layout:  one should follow these basic laws of Ad designing:  </li></ul><ul><li>Law of unity:  </l...
<ul><li>Guidelines for Effective CW:  a good copy write should be precise & sincere. It’s aim is to sell the product.  </l...
<ul><li>For outdoor Media:  </li></ul><ul><li>outdoor media includes posters & billboards. People usually see while passin...
ADVERTISING EFFECTIVENESS:  <ul><li>Function of Advertising : (  Increase the demand of product, Strength the promotion mi...
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COPY WRITING IN ADV & SALES MGMT by Er. S Sood

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COPY WRITING IN ADV & SALES MGMT by Er. S Sood

  1. 1. Copy Writing In Advertising & Sales Management
  2. 2. COPY WRITING Copy writing is an art & science of communicating IDEAS THAT SERVES THE REQUIREMENT OF MODREN MARKEITNG. IT ESTABLISHES RELATIONSHIP BETWEEN THE ADVISERS & CONSUMERS. Features of copy writing : 1. In CW, advertising message only sell, when it has the ability to remain in the minds of customers. 2. The main secret of advertising is REPETITION. It can only be successful if they continuously advertise. 3 . Mostly people don’t want to read the adv. So the message should be in brief & convey its message quickly. 4. It should be in limited wording, longer text generally avoided by readers. 5. The message should be easy & understandable. 6. CW includes writing of message from the Heart , not to be copied from others. 7. It requires reviewing of previous advertising for the product & study of competitor's ads. 8. Once a successful idea has been found it must be repeated at continuous variations. On central themes. 9. Highly long copies are meant only for interested consumers. Like proving product detailed information to car owners, etc.. 10. Proper location/ media should be planned or kept in mind while preparing & displaying advertisement.
  3. 3. <ul><li>Strategies in CW : </li></ul><ul><li>Marketing Strategy : A copy writer should be familiar with the marketing goals of advertiser as he plays a role of salesman to understand the marketing perspective from the view point of advertiser as well as audience. </li></ul><ul><li>Writing Strategy : In CW, writing strategy plays an important role. It includes a process of writing a copy combined with purposeful thinking . For proper writing, relevant data should be obtained from market situation , prospect & media. </li></ul><ul><li>Creative Strategy : it highlights the importance in initiating the process of writing a copy. The executive officer in advertising agency works with copy writer with proper underrating among themselves, also with other members of creative team.. Copy writing needs command over languages & an intellectual & creative mentality. Both Executive officer & advertising agency should be techno savvy in nature in order to overcome latest technological forces. </li></ul>
  4. 4. <ul><li>Process of Creative Style: </li></ul><ul><li>Due to technology advancement , it is possible today to use a computer based expert system called ADCAD to specify what kind of advertising appeal & what format would work in today’s market. </li></ul><ul><li>it involves following processes. </li></ul><ul><li>Problem Definition : </li></ul><ul><li> process starts from problem identification. There is always a need for collection of raw materials (may be use of internal or external sources). It is the method of pointing out the problem. It should also include a careful discussion of the objective of the advertisement. </li></ul><ul><li>P reparation : </li></ul><ul><li>it refers to the gathering & analyzing of the data collected. Which is needed for creativity. It includes all the information about the company, its products about competitor & targeted audience. So in short it involves the first hand knowledge about the consumer , may be through interviews & questionnaires. Interview is conducted in personal meeting with consumer & questionnaire is also supposed to be filled by the consumer which gave their idea about the product, its usage & company image. Etc. </li></ul><ul><li>Idea Production : </li></ul><ul><li>is the thinking of tentative ideas. It is the heart of the creative process. The ideas or methods have been developed to choose among alternatives through evaluating a set of alternatives & choosing the best one. </li></ul><ul><li>The Best Technique use in idea production is brainstorming. It aims at meeting a group of 6 to 10 people who focus on problem& find a result. </li></ul><ul><li>Idea Development : </li></ul><ul><li>for developing a final idea, there is methods of focus group which generated new ideas & appropriate words & phrases. As different ideas or variety of ideas is exposed, the leader starts discussing the specific problem . </li></ul>
  5. 5. <ul><li>Elements of copy writing : the elements of copy refers to the literacy devices which the copywriter use to make an effective adv message. </li></ul><ul><li>Headline : first element is headline. Earlier the headlines are short & often like slogans, but today, they are more extended statements usually two or more sentences & displayed boldly. Even a brand name can be used for a headline. Researchers suggest for an adv& then select an appropriate one . It contains ABC formula: A: Attention, B: benefits , C: creativity. </li></ul><ul><li>Subheading : sometimes important facts require equal attention but they can’t be advertised due to space problem of better looks so it can be shown in two sub headings. It is smaller than headline known as subhead. Why Subhead : it emphasis more selling, it divides ad into different sections, it makes ad more interesting & attract the interest of customers . </li></ul><ul><li>3. Text: is also known as body copy,. it includes the text in the advertisement which contains details regarding the function of product or service & its benefits. It may short or lengthy depending upon the information, you are going to tell about the product. Writing kings in the text can be : Emotive(appealing of emotions in ad), Hard Selling (free offers), Educational(more efficient), Narrative(more literacy & leisure), Prestige(public relations), Pictures( series of photographs). </li></ul>
  6. 6. <ul><li>Price : consumers are rational & want maximum satisfaction with minimum price. They should never be annoyed by advertisement which does not state at least minimum price. Price setting should involve bargaining. </li></ul><ul><li>5. Name & Address: </li></ul><ul><li>(1)it helps to attract the responses specially in case of brand name & easily identify themselves from others. (2) so ad must contain some identity which remain in the minds of customer for further purchasing. </li></ul><ul><li>6. Coupon: </li></ul><ul><li>order to make the adv effective some coupons must be attached with the ad . It is equally important as the name & address of the company i. The coupons make an offer clear & sets out the choices of offers, so that it is easy to understand by reader & order the same. </li></ul><ul><li>7. Signature Slogan: </li></ul><ul><li>Like co’s logo or slogan , it can be used as a device to create a corporate image. It builds up the goodwill of the company, if the product speaks with the quality. It is common practice to conclude an ads with an signature slogan, like the pride of pacific, believe in the best, one phone one Europe, share the experience, connecting India. </li></ul>
  7. 7. <ul><li>Copy Layout Process : </li></ul><ul><li>Copy Layout Intro: </li></ul><ul><li>> It refers to the graphic design takes place on </li></ul><ul><li>added imp with brochures, catalogs & pocket folders. </li></ul><ul><li>> For successful copy layout, the copy writer will have </li></ul><ul><li>an above understating of people, an insight into them, </li></ul><ul><li>a sympathy towards them because without that, </li></ul><ul><li>these days , a writer can not be function effectively. </li></ul><ul><li>1 Researching an advertisement : </li></ul><ul><li>An ad does not start with writing. Before it , you have to understand why YOU are writing, what You are writing, about & whom You are writing for. For researching , first of all: </li></ul><ul><li>Determine your Prospectus : this is needed to find out who are you , what you want & why you want. For having the detail info about customer co’s need to maintain some record or database about the customers. Customers can be classified on the basis of Demographic & Psychographic basis. </li></ul><ul><li>Analyzing your product : second step researching an ad is deeply analyzing your product & service s. it will include the study 0f specifications, quantity, prices, sales record, & general information. Two ways can be used . One is primary & second is secondary . Primary by means of fresh data via interviews etc. & secondary form already available data . </li></ul><ul><li>Setting the objectives: last step involved in researching is to setting up the objectives. </li></ul><ul><li>Objective may be local or national level . Local level will include (change in a store, create more customers, announcing new services & more focus on brand development) & National level will include ( introducing new products, increasing use of existing products, building company’s image & convey benefits of a product) CONT…….. </li></ul>
  8. 8. <ul><li>2 Planning the advertisement: it includes two parts. One is how you plan your advertisement & what is needed or desired for it. </li></ul><ul><li>Need for Team work : there should be proper co-ordination between reader & copywriter. If there is no comm. or discussion b/w two partiers , then it may be possible that result achieved may not be so good. </li></ul><ul><li>AIDCA: </li></ul><ul><li>(Attention, Interest , Desire , conviction & Action) Planning the Adv. </li></ul><ul><li>Attention: creative devices can be used like colors, headlines, illustrations, slogans etc. </li></ul><ul><li>Interest : it can be done through pictures , offers, free samples etc. </li></ul><ul><li>Desire: customer should gain something while sacrificing his or her money. </li></ul><ul><li>Conviction : : it is necessary to inspire conviction that you are buying a worthy product & it will give satisfaction. </li></ul><ul><li>Action: there should be appeal to action in the headline. E.g. appealing customer to purchase with debit or credit cards. </li></ul>
  9. 9. <ul><li>3 Designing the Layout: one should follow these basic laws of Ad designing: </li></ul><ul><li>Law of unity: </li></ul><ul><li>Law of variety: </li></ul><ul><li>Law of balance: </li></ul><ul><li>Law of harmony: </li></ul><ul><li>Law of proportion: </li></ul><ul><li>Law of scale: </li></ul>
  10. 10. <ul><li>Guidelines for Effective CW: a good copy write should be precise & sincere. It’s aim is to sell the product. </li></ul><ul><li>For Radio: </li></ul><ul><li>While writing copy on must think about the audience which will listen to that communicated message. </li></ul><ul><li>Radio commercials are generally read from the script so proper addition of sound & music effect should be there. </li></ul><ul><li>The radio ad should try to have better impact as it does not include demonstration of product. </li></ul><ul><li>Proper selection of format should be there to make right appeal for product. </li></ul><ul><li>It is imp to mention the brand name & selling benefit. </li></ul><ul><li>It is necessary to identify the core message i.e. the main thing may be better price, better quality, better service etc. </li></ul><ul><li>Put yourself in the shoes of your target audience, don’t sell your product or service, but infact sell results. </li></ul><ul><li>For TV: one of the most powerful entertainment media. It directly attracts the interest of the audience through advertising media & includes listening & watching. </li></ul><ul><li>Listening & watching simultaneously calls for lesser efforts than reading the advertisement. </li></ul><ul><li>TV advertisement adds the attraction of visual characteristics. </li></ul><ul><li>Show the product in its original & packing form. </li></ul><ul><li>Brand name & its benefits are shown on the screen. </li></ul><ul><li>Use of emotional approach also works. The commercial ad should begin with deep psychological appeal. </li></ul><ul><li>There is a need for advertising agency & client approval before finalizing an ad. </li></ul><ul><li>If the ad is about some offer or price discount, then more stress should be given on showing the price on the screen. </li></ul>
  11. 11. <ul><li>For outdoor Media: </li></ul><ul><li>outdoor media includes posters & billboards. People usually see while passing through the board. No one stops to read them carefully. So the copy should be relevant, socially & politically & also entertaining. </li></ul><ul><li>It should be of short copy including hardly 5 to 6 effective words. </li></ul><ul><li>The message should be communicated in a few seconds, the copy must be extremely simple & strong. </li></ul><ul><li>Outdoor adv is mostly placed on right side of highways that on left hand side( from perspective of driver’s side) </li></ul><ul><li>The outdoor advertising is designed in such a way that creates human interest. </li></ul><ul><li>The advertising should be single & unique idea. </li></ul><ul><li>Poster writing should be direct, straight forward & down to earth: as most people have less time to think. </li></ul><ul><li>Posters or displays should have high visibility. </li></ul><ul><li>The poster should be accompanied with logo or package. The name of the company should be placed. E.g. MRF tyres, SBI’s Symbols are common to judge by readers. </li></ul>
  12. 12. ADVERTISING EFFECTIVENESS: <ul><li>Function of Advertising : ( Increase the demand of product, Strength the promotion mix, Develop brand preferences & lowering the prices ) </li></ul><ul><li>“ Adv Effectiveness” : </li></ul><ul><li>it acts as a feedback which is always useful. Without feedback, it is like going on shooting with rifles in darkness without bothering to find out whether going has actually hit the target or not. </li></ul><ul><li>Measuring the Adv Effectiveness : </li></ul><ul><li>1. Increased in sales & profitability: </li></ul><ul><li>Cost Incurred > Benefits Derived = Infective Advertisement. </li></ul><ul><li> Cost Incurred < Benefits Derived = Effective Advertisement. </li></ul><ul><li>2. Measure Communication effect: </li></ul><ul><li>Success in Comm. = Adv is Effective. ( Comm. Level High= Adv Effective) </li></ul><ul><li>Failure in Comm. = Adv is Ineffective. ( Comm. Level Low= Adv ineffective) </li></ul><ul><li>3. Measure the actual performance: </li></ul><ul><li>Increased sales , profit & market = Adv Successful </li></ul><ul><li>No effect = Ineffective. </li></ul><ul><li>4. Basis on Planning: </li></ul><ul><li>the adv effectiveness is measured with a view to improve the adv plan through comparison made b/w the objective set & achieved. </li></ul><ul><li>5. Justify the investment in adv: </li></ul><ul><li>the expenses on adv is considered to be an investment. Adv is marketing investment which is clearly indicate the results expected from that advertisement. </li></ul><ul><li>Achieved rate of return > expected return = Effective investment in Adv. </li></ul><ul><li> Achieved rate of return < expected return = ineffective investment in Adv. </li></ul>

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