copywriting for electronic media

7/31/2019 Copywriting for Electronic Media

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The Creative TeamThe Creative Team

Creative Team

Creative Team

Creative Concept

Creative Concept

Art Director

Art DirectorCopywriter

Copywriter


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Copywriting and the Creative PlanCopywriting and the Creative Plan Brief Brief Brief Brief Brief Brief Brief Brief

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 brief

is the guideline

that specifies the message

elements of

advertising copy

A creative brief

is the guideline

that specifies the message

elements of

advertising copy


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The Creative BriefThe Creative Brief

The most important thought (The Take Away)The most important thought (The Take Away)

Main product featuresMain product features

Feature benefitsFeature benefits

Types of media and time frameTypes of media and time frame Suggested mood or toneSuggested mood or tone

Ways that mood or tone is achievedWays that mood or tone is achieved Production budgetProduction budget


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Taylor Creative BriefTaylor Creative Brief

Objective: Advertising will convince serious guitar playersthat the Taylor Guitar is a distinctive, high-value instrument andpersuade them to consider it the next time they are in themarket for an an acoustic guitar.

Objective: Advertising will convince serious guitar playersthat the Taylor Guitar is a distinctive, high-value instrument andpersuade them to consider it the next time they are in themarket for an an acoustic guitar.

Support: Taylor Guitars are handcrafted from thefinest woods available, which gives the instrument adistinctive sweet sound.

Support: Taylor Guitars are handcrafted from thefinest woods available, which gives the instrument adistinctive sweet sound.

Brand Character: The tone of Taylor Guitar advertisingshould convey beauty, quality, sophistication and value, with

just a touch of good-natured humor.

Brand Character: The tone of Taylor Guitar advertisingshould convey beauty, quality, sophistication and value, with

just a touch of good-natured humor.


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Taylor CampaignTaylor Campaign


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Taylor Campaign 2Taylor Campaign 2


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Copywriting for Print AdvertisingCopywriting for Print Advertising

The headlineThe headline

The subheadThe subhead

The body copyThe body copy


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Never change typefaceNever change typeface Limit to 5Limit to 5 --8 words8 words

Keep it simple & familiarKeep it simple & familiar

Major component of AdMajor component of Ad

Never rely on body copyNever rely on body copy

Appeal to selfAppeal to self --interestinterestEntice to read copyEntice to read copy

Entice to examine visualEntice to examine visual

Make it persuasiveMake it persuasive Appeal to selfAppeal to self --interestinterest

Inject maximum informationInject maximum information

Limit to fiveLimit to five --eight wordseight words

Include the brand nameInclude the brand name

Entice to read body copyEntice to read body copy

Entice to examine visualsEntice to examine visuals

Guidelines: Guidelines: Purposes: Purposes:

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

The HeadlineThe Headline


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Magic Words (JohnMagic Words (John CaplesCaples ))

AdviceAdvice

AnnouncingAnnouncing

At LastAt Last

FreeFree

HowHow

How toHow to

NewNew

NowNow

ReducedReduced

ThisThis

WantedWanted

WhichWhich

Who elseWho else

WhyWhy


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AA--luring Adluring Ad


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The SubheadThe Subhead

Consists of a few words or a short sentenceConsists of a few words or a short sentence

Usually appears above or below the headlineUsually appears above or below the headline Includes additional brand informationIncludes additional brand information

Print size between that of the body and headlinePrint size between that of the body and headline Can communicate more complex selling pointsCan communicate more complex selling points

May stimulate investigation of the entire adMay stimulate investigation of the entire ad Is usually more appropriate with longer body copyIs usually more appropriate with longer body copy


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StraightStraight --line copyline copy

DialogueDialogue

TestimonialTestimonial

NarrativeNarrative

Direct response copyDirect response copy

Techniques: Techniques: Guidelines: Guidelines:

The Body CopyThe Body Copy

Utilize present tense verbsUtilize present tense verbs

Use singular verbs & nounsUse singular verbs & nouns

Make use of active verbsMake use of active verbs

Use familiar words & phrasesUse familiar words & phrases Vary sentence lengthsVary sentence lengths

Involve the readerInvolve the reader

Support the unbelievableSupport the unbelievable

Avoid clichs & superlativesAvoid clichs & superlatives


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Print ad copy may be examined in depth,Print ad copy may be examined in depth,while broadcast ads are fleeting in nature.while broadcast ads are fleeting in nature.

Radio and television ads employ more Radio and television ads employ more

sensory organs than print media, and these sensory organs than print media, and these extra stimuli can obfuscate ad copy.extra stimuli can obfuscate ad copy.

Copywriting for Broadcast AdvertisingCopywriting for Broadcast Advertising


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Use common, familiar languageUse common, familiar language Use short words & sentencesUse short words & sentences

Stimulate the imaginationStimulate the imagination

Repeat the name of the productRepeat the name of the product

Stress the main selling point(s)Stress the main selling point(s)

Use sound and music with careUse sound and music with care

Tailor to time, place & audienceTailor to time, place & audience

1.1. MusicMusic

2.2. DialogueDialogue

3.3. AnnouncementAnnouncement

4.4. Celebrity announcerCelebrity announcer

Formats: Formats: Formats: Guidelines: Guidelines: Guidelines:

Writing Copy for RadioWriting Copy for Radio


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Use the videoUse the video (1 picture = 1000 words) (1 picture = 1000 words)

Support the videoSupport the video

Coordinate both audio and videoCoordinate both audio and video

EntertainEntertain while while selling the productselling the product Ensure flexibility for varied lengthsEnsure flexibility for varied lengths

Use copy judiciouslyUse copy judiciously

Reflect brand personality & imageReflect brand personality & image Build and support campaignsBuild and support campaigns

1.1. DemonstrationDemonstration

2.2. Problem/solutionProblem/solution

3.3. Music & songMusic & song

4.4. SpokespersonSpokesperson

5.5. DialogueDialogue

6.6.

VignetteVignette

7.7. NarrativeNarrative

Formats: Formats: Formats: Guidelines: Guidelines: Guidelines:

Effective Television CopyEffective Television Copy


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SlogansSlogans

Short phrase used to . . .

Increase memorability Help establish an image, identity orposition for a brand or organization

Short phrase used to . . .

Increase memorability Help establish an image, identity orposition for a brand or organization

Good slogans can Be an integral part of brand s image

Act as shorthand identification for thebrand Provide information about the brand s

benefits

Good slogans can Be an integral part of brand s image

Act as shorthand identification for thebrand Provide information about the brand s

benefits


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Common Mistakes in CopywritingCommon Mistakes in Copywriting

1.1. VaguenessVagueness

2.2. WordinessWordiness

3.3. TritenessTriteness

4.4. Creativity for its own sakeCreativity for its own sake


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The Copy Approval ProcessThe Copy Approval Process

Senior ExecutivesSenior Executives

Product Manager, BrandProduct Manager, Brandmanager, Marketing Staffmanager, Marketing Staff

ClientClient

Account Management TeamAccount Management TeamLegal DepartmentLegal DepartmentAgencyAgency

Senior WriterSenior WriterCreative DirectorCreative Director

CopywriterCopywriter

Account PlanningAccount Planning

copywriting for electronic media

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