CopywritingChapter 12

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?

Chapter 12: Copywriting 5

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

Chapter 12: Copywriting 7

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

Chapter 12: Copywriting 8

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

Chapter 12: Copywriting 9

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

Chapter 12: Copywriting 11

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

Chapter 12: Copywriting 14

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

Chapter 12: Copywriting 15

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

Chapter 12: Copywriting 17

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

Chapter 12: Copywriting 18

Writing TV CopyFormats

• Demonstration

• Problem and solution

• Music and song

• Spokesperson

• Dialogue

• Vignette

• Narrative

Chapter 12: Copywriting 19

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

Chapter 12: Copywriting 20

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

Chapter 12: Copywriting 22

Copy Approval Process

Senior Executives

Product Manager, Brand manager, Marketing Staff

Client

Account Management TeamLegal Department

Agency

Senior WriterCreative Director

Copywriter

Account Planning