Chapter 12: Copywriting 2
The Creative Team
Creative TeamCreative Team
Creative ConceptCreative Concept
Art DirectorArt DirectorCopywriterCopywriter
Chapter 12: Copywriting 3
Copywriting and the Creative Plan
Copywriting is
the process of
expressing the
value and
benefits a brand
has to offer
Copywriting is
the process of
expressing the
value and
benefits a brand
has to offer
A creative plan is
the guideline that
specifies the
message
elements of
advertising copy
A creative plan is
the guideline that
specifies the
message
elements of
advertising copy
No headline, no subhead, no body copy—does this ad still work?
No headline, no subhead, no body copy—does this ad still work?
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The Headline
• Gives news about the brandGives news about the brand
• Emphasizes brand claimsEmphasizes brand claims
• Gives advice to the readerGives advice to the reader
• Selects targeted prospectsSelects targeted prospects
• Stimulates curiosityStimulates curiosity
• Establishes tone & emotionEstablishes tone & emotion
• Identifies the brandIdentifies the brand
Functions
Here is a classic case of a headline offering the reader advice
Here is a classic case of a headline offering the reader advice
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The Headline
• Entice to read body copy
• Entice to examine visuals
• Never change typeface
• Never rely upon body copy
• Keep it simple & familiar
• Be persuasive
• Appeal to self-interest
• Inject maximum information
• Limit to five-eight words
• Include the brand name
Guidelines
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Subheads
• Include important information not Include important information not
communicated in the headlinecommunicated in the headline
• Communicate key selling points or Communicate key selling points or
information quicklyinformation quickly
• Stimulate more complete reading Stimulate more complete reading
of the adof the ad
Functions
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SubheadsGuidelines
• Longer the body copy, more appropriate the use of subheads
• Creative directors frequently minimize their use
Chapter 12: Copywriting 10
The Body Copy
• Straight-line copyStraight-line copy
• DialogueDialogue
• TestimonialTestimonial
• NarrativeNarrative
• Direct response copyDirect response copy
Techniques
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The Body Copy Guidelines
Vary sentence and paragraph length
Involve the reader
Provide support for the unbelievable
Avoid clichés and superlatives
• Uuse present tense
• Uuse singular nouns and verbs
• Uuse active verbs
• Uuse familiar words and phrases
This ad is full of body copy. Are the guidelines for using body copy being followed?
This ad is full of body copy. Are the guidelines for using body copy being followed?
Chapter 12: Copywriting 13
Copywriting for Broadcast Advertising
• Broadcast ads are fleeting
• Ads employ more sensory channels, which can distract consumers from understanding the message
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Copywriting for Cyberspace
• Internet has its own style, feel, and writing
• It is a medium where audience has a different meaning than in traditional media
• Audience often comes directly to ads
• Other ads pop up
• Audience is active
• Cybercopy is often direct response
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Writing Radio CopyFormats
• Music
• Dialog
• Announcement
• Celebrity announcer
Chapter 12: Copywriting 16
Writing Radio CopyGuidelines
Stress the main selling points
Use sound and music carefully
Tailor the copy to the time, place, and specific audience
• Uuse familiar language
• Uuse short words and sentences
• sstimulate the imagination
• rrepeat the product name
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Radio Production Process
8. Duplicate the tape and 8. Duplicate the tape and ship to stationsship to stations
7. Mix the sound 7. Mix the sound
6. Review the production 6. Review the production with the advertiserwith the advertiser
5. Edit the tape5. Edit the tape1. Solicit bids from 1. Solicit bids from production housesproduction houses
4. Plan special elements, 4. Plan special elements, produce the tapeproduce the tape
3. Select the talent3. Select the talent
2. Review bids, award job, 2. Review bids, award job, submit estimatesubmit estimate
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Writing TV CopyFormats
• Demonstration
• Problem and solution
• Music and song
• Spokesperson
• Dialogue
• Vignette
• Narrative
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Writing TV CopyGuidelines
Use copy judiciously
Reflect the brand’s personality and image
Build campaigns
• Uuse the video
• Ssupport the video
• Ccoordinate the audio with the video
• Eentertain but sell the product
• Be flexible
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Slogans
• Short phrase 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
Chapter 12: Copywriting 21
Common Mistakes in Copywriting
• Vagueness
• Wordiness
• Triteness
• Creativity for creativity’s sake