Copywriting

Part 4: Effective Advertising Messages Chapter 13

Wells, Moriarty, Burnett & Lwin - Xth Edition ADVERTISING Principles and Effective IMC Practice 1

Key Points

 Explain the basic style used for advertising copy  Describe the various elements of a print ad  Explain the message characteristics and tools of radio advertising  Discuss the major elements of television commercials  Discuss how Web advertising is written Wells, Moriarty, Burnett & Lwin - Xth Edition ADVERTISING Principles and Effective IMC Practice 1-2

Part4: Copywriting

Wells, Moriarty, Burnett & Lwin - Xth Edition ADVERTISING Principles and Effective IMC Practice 3

Copywriting: The Language of Advertising

 Four types of ads in which words are crucial 1.

2.

3.

4.

If the message is complicated If the ad is for a high-involvement product (more info, the better means using words) Information that needs definition and explanation e.g. computer, camera, wireless phone If a message tries to convey abstract qualities e.g. justice & quality Wells, Moriarty, Burnett & Lwin - Xth Edition ADVERTISING Principles and Effective IMC Practice 1-4

Copywriting for Print

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1) Copy elements: 1) Display copy

: Elements readers see in their initial scanning

2) Body copy (text):

Elements that are designed to be read & absorbed

DISPLAY COPY Headline

: a phrase or a sentence tt serves as the opening of the ad

Subheads

: used in longer cop blocks, subheads begin a new section or the copy

Taglines

: a short phrase that wraps up the key idea or creative concept that usu. Appears at the end of the body copy

Slogans

a tagline) : a distinctive catchy phrase that serves as a motto for a campaign, brand or co. (used from one ad to another) (it can be used as

Call out

: sentence that floats around the visual Wells, Moriarty, Burnett & Lwin - Xth Edition ADVERTISING Principles and Effective IMC Practice 1-5

Good headlines

attract the target audience & filter out non prospects Work w/ visuals to stop the audience (gain attention) Identify the p/d, the brand or the main selling message Lead the reader to the body copy Wells, Moriarty, Burnett & Lwin - Xth Edition ADVERTISING Principles and Effective IMC Practice 1-6

Copywriting for Print (contd.)

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2) Body copy (text) :

it is the message/info.

of the ad.

Captions

: a sentence or short piece of copy that explains what u are looking at in a photo or illustration

Call to action

: This is a line at the end of an ad tt encourages people to respond & gives info.. On how to respond e.g. visit www., contact at no.xxxxxxx

Lead paragraph

: the first paragraph of the body copy -Where people usu. test the message & see if they want to read it

Closing paragraph

: refers back to the creative concept & wraps up the big idea Wells, Moriarty, Burnett & Lwin - Xth Edition ADVERTISING Principles and Effective IMC Practice 1-7

Creative job

  Creative Roles  Copywriters and art directors develop the creative concept and draft the execution of the advertising idea The Creative Person    In advertising, creativity is both a job description and a goal Art director: taking care of art direction and visual.

Copy writer: taking care of verbal writing. Copywriter -The person who shapes and sculpts the words (copy, tone of voice) in an ad Wells, Moriarty, Burnett & Lwin - Xth Edition ADVERTISING Principles and Effective IMC Practice 1-8

Creative job

Creative Characteristics

 Problem solving  Ability to visualize  Openness to new experiences  Conceptual thinking Wells, Moriarty, Burnett & Lwin - Xth Edition ADVERTISING Principles and Effective IMC Practice 1-9

Writing for specific media- Print

Newspaper

: the copy should be straightforward & informative

Magazine

ad is longer, contains more detail , has higher quality reproduction

Directories

service require copy that focuses on the

Product literature

(brochure) used as support of an ad campaign also called “collateral”

Posters & Outdoor

words try to catch the consumer’s attention , for poster, copy should go along with the visual Consideration; diff print medium requires different style of copy but they use the same copy elements Wells, Moriarty, Burnett & Lwin - Xth Edition ADVERTISING Principles and Effective IMC Practice 1-10

How to Write Radio Copy

 Must be simple enough for consumers to grasp, but intriguing enough to prevent them from switching the station  Ability of the listener to remember facts is difficult name  need to repeat the key points of brand and identification information  Theater of the mind  The story is visualized imagination  Uses mind WORD in the listener’s to paint pictures in listeners’ Wells, Moriarty, Burnett & Lwin - Xth Edition ADVERTISING Principles and Effective IMC Practice 1-11

How to Write Radio Copy

The tools of radio copy



Voice:

Jingle, announcement, dialogue, Human voice, animal voice 

Music:

serious, funny, exciting 

Sound effects:

(SFX)

helps the audience to visualize e.g. shoe tapping, horses, engine.

Wells, Moriarty, Burnett & Lwin - Xth Edition Radio Script: direction of the message for radio ad ADVERTISING Principles and Effective IMC Practice 1-12

How to Write Television Copy

 Moving action makes television so much more engaging than print  The challenge is to fuse the images with the words to present a creative concept and a story  Storytelling is one way copywriters can present action in a television commercial more powerfully than in other media Wells, Moriarty, Burnett & Lwin - Xth Edition ADVERTISING Principles and Effective IMC Practice 1-13

Planning the TV Commercial

   Copywriters must plan     Length of the commercial Shots in each scene Key visual Where and how to shoot the commercial Scenes  Segments of action that occur in a single location Key frames  The visual that sticks in one’s mind Wells, Moriarty, Burnett & Lwin - Xth Edition ADVERTISING Principles and Effective IMC Practice 1-14

Tools of Television Copywriting

     Video Audio Voice-over Off camera Other TV Tools: Sets, Casting for talents, Pace Storyboard (TVC) or TV script Wells, Moriarty, Burnett & Lwin - Xth Edition ADVERTISING Principles and Effective IMC Practice 1-15

Writing style of advertising ( a different approach)

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Simplicity

is a key to effective ad copy Ad copy is

succinct

, short & to the point Copy is

tightly edited

ideas to eliminate any unnecessary words or Copy talks about

specifics

of a p/d, not broad genralities Ad copy

focuses

on a single, strong point Copy captures a conversational tone tt emulates the way people talk casually (

Tone of voice=copy

) Ad copy strives to use original ideas & phrases

Variety

of copy e.g. mixing sentences & paragraph lengths Tone of voice : write as if the target audience were in the conversation.

Grammar

is violated only when it helps make a point or deliver the message

Avoiding

the stereotypes of adese such as phrases Wells, Moriarty, Burnett & Lwin - Xth Edition ADVERTISING Principles and Effective IMC Practice 1-16

End of the Lesson

Wells, Moriarty, Burnett & Lwin - Xth Edition ADVERTISING Principles and Effective IMC Practice 17