Copywriting - Southern Methodist University
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Transcript Copywriting - Southern Methodist University
Marketing 3344
Copywriter
Art Director
Creative Team
Creative Concept
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.
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
Ad in Context Example
Here is a classic case of
a headline offering the
reader advice.
Guidelines for writing headlines
Be persuasive
Appeal to self-interest
Inject maximum information
Limit to five-eight words
Include the brand name
Entice to read body copy
Entice to examine visuals
Never change typeface
Never rely upon body copy
Keep it simple & familiar
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
Ad in Context Example
This ad follows all
the guidelines for
subheads.
Techniques
Straight-line copy
Dialogue
Testimonial
Narrative
Direct response copy
Guidelines
Use present tense
Use singular nouns
and verbs
Use active verbs
Use familiar words
and phrases
Vary sentence
and paragraph
length
Involve the reader
Provide support
for the unbelievable
Avoid clichés and
superlatives
Ad in Context Example
This ad is full of body
copy. Are the guidelines
for using body copy
being followed?
Ad in Context Example
No
headline, no
subhead, no
body copy—
does this ad
still work?
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
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
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
Guidelines
Stress the main selling
Use familiar language
points
Use short words and
Use sound and music
sentences
Stimulate the imagination carefully
Tailor the copy to the
Repeat the product
time, place, and
name
specific audience
1. Solicit bids from
production houses
5. Edit the tape
2. Review bids, award job,
submit estimate
6. Review the production
with the advertiser
3. Select the talent
7. Mix the sound
4. Plan special elements,
produce the tape
8. Duplicate the tape and
ship to stations
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
Demonstration
Problem and
solution
Music and song
Spokesperson
Dialogue
Vignette
Narrative
Use the video
Support the video
Coordinate the audio
with the video
Entertain but sell the
product
Be flexible
Use copy judiciously
Reflect the brand’s
personality and
image
Build campaigns
PPT 12-20 20
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
Vagueness
Wordiness
Triteness
Creativity for creativity’s
sake
Agency
Account Management Team
Legal Department
Account Planning
Client
Copywriter
Product Manager, Brand
Manager, Marketing Staff
Senior Writer
Creative Director
Senior Executives