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
PPT 12-4 4
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.
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
PPT 12-20 20
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
