COPYWRITING AND BRAND MESSAGE EXECUTION

SUBMITTED TO: SUBMITTED BY:KUSHDEEP MAM SAKSHA SHARMA

5810, M.COM II

MEANING OF COPYWRITING• Earlier due to absence of any visual

media, print and verbal were the best form of conveying the messages, as the time passed by many other interesting methods of conveying the message were created.

• If we refer to the older times the art of making a copy (written statement of how, when, where, to whom the message is to be addressed) was popular.

• Even after the new form of media gained importance, the art of copywriting continued to be addressed the same

WHAT FORMS A COPY• A STEP WHICH INVOLVES ACTUALLY CREATING AN

ADVERTISEMENT.• NOT A SCIENCE BUT AN ART.

EARLIER STEPS INVOLVE- DECIDING ABOUT THE IDEA,

MESSAGE STRATEGY, AUDIENCE, UNDERSTANDING

THE CLIENT PERSPECTIVE, BUDGET CONSTRAINTS,

GETTING THE RIGHT AGENCY OR AD- MAN, (IN SHORT BETTING ON EVERTHING

REQUIRED FOR SUCCESS) .

SO THIS MEANS……• Copywriting is a writing you use in your written promotional

materials. This can include your advertisements, website, brochure, catalogs, business cards, sales letter and more.

STAGES INVOLVED IN CPOYWRITING

CREATIVE PROCESS

GENERATION OF WRITTEN COPY

ARTWORK OF DIFFERENT KINDS

LAYOUT

CLIENT APPROVAL AND SUPPLIER SELECTION

1.CREATIVE PROCESS• It is concerned with taking

the badly stated marketing proposition, usually derived from and couched in terms of marketing research and

manufacturing specifications, and turning it into one or more creative

ideas that clearly, powerfully, and

persuasively convey to the consumer what the brand does for them and why it should matter to them.

CREATIVE- HOW?

Problem definition- picking out and pointing the problem

Preparation – gathering and analyzing the pertinent data

FACT FINDING Idea production-

thinking up tentative ideas as possible leads

Idea development- selecting from resultant ideas, adding others, and reprocessing by means of modification and so on…

IDEA FINDING

2) GENERATION OF COPY- COPYWRITING

• In present day includes all elements of an advertising message, whether printed or broadcast.

• In ads for print media it includes the heading, sub heading, picture caption, slogans and body copy, trade marks, the company logo and mascot, borders and other illustrations and visual symbols.

COPYWRITING

• In radio commercials it includes sound effects and music in addition to the words spoken in the ad message.

• TV dimension has motion in addition to that of words spoken in the as message plus music and sound effects as well as illustrative material etc.

COPYWRITING• “A good copy is always written from heart.”- John Caples.• The idea of “ring the change” can be used. i.e. once a

successful idea has been found it should be repeatedly used with variations on the central theme.

PRINCIPLES OF COPYWRITING- GENERAL

PREPARE

ORGANIZE

WRITE

EDIT

REVIEW

PREPARE- Description, purpose, price, features, benefits, competition, objective, offer, method of payment, method of ordering, deadline etc.ORGANIZE- Write essential points concisely, cut short material from 1st stage.

WRITE- write headlines, write subheads, write body copy, write your call to action.

EDIT- Get clean, crisp results.

REVIEW- consider 1 other way to write the ad, list all negatives, use the 5 second test, try the stop or go test.

COPYWRITING LIKE-…..

PRINT COPY PRINCIPLES

• HEADLINES- They must flag down the target reader and pull him or her into the body copy, offering a reward for reading on.

• They must be quick and easy, include news, use brand name, target the prospects, creation of self interest, use of imaginative words.

PRINT COPY PRINCIPLES

• SLOGANS- tag line, less than 5 words.

• Don’t mention the name of the company or brand, but focus on product.

• Slogan helps in providing- a. Differentiation, b. Branding , c. Consistency .

• They are catchy, use declarative phrases, metaphors, rhymes with simple, vibrant language.

PRINT COPY PRINCIPLES• PRINT DESIGN AND ADVERTISING LAYOUT-

3) LAYOUT• It involves the various

components of headline, illustration, sub headline, slogans, body text, identification mark which are to be arranged and positioned on the page.

• PHYSICAL ARRANGEMENT OF ALL THE ELEMENTS OF THE ADVERTISEMENT IS CALLED LAYOUT.

• FUNCTIONS IT PERFORMS:-o Assembling different partso Opportunity of Modificationo Specification for cost.

BALANCE

• PROPORTION

CONTRAST AND EMPHASIS• UNITY OR HARMONY

PRINCIPLES OF DESIGN AND LAYOUT

DESIGN• Serves both creative and approval process.

1) Thumbnail sketches

2) Rough layout

3) Comprehensive4) Art work

5) Dummy

COPYWRITING FOR ELECTRONIC MEDIA

• What each ad wants to seek?

Attention Interest

Desire

Action

AIDA

TELEVISION COPYWRITING PRINCIPLES

• Let it be seen• Let it to be remembered• Make most of the visual

medium• Get the best team• Break through and hit

the bulls eye.

ESSENTIALS OF A TV COMMERCIAL:• PUT PEOPLE IN COMMERCIAL• PLAN OUT THE VEDIO• WRITING THE SCRIPT• AUDIO AND VEDIO MUST WATCH• NEVER FORGET YOUR CALL TO ACTION•STICK TO TIME• HIRING A PRODUCTION COMPANY• SCHEDULING YOUR COMMERCIAL• FREQUENCY• CONSISTENCY

RADIO COPYWRITING PRINCIPLES• “Create a picture in mind’s eye of the listener.”• Sound effects should match the listener and compliment

the message broadcasted.• Try to evocate the feelings not verbally described in the Ad• Don’t forget to mention the brand name.• Keep it simple, straight forward and short.• Always suppose you are the listener.

ADVERTISING ON THE INTERNET• Promises to become new avenue of electronic commerce.• Advertisers set up HOME PAGES that can be accessed by web

browser software and occupy storefronts in online malls.• It should be intrusive, should take place only in designated groups.• Has evolved overtime should involve full disclosure of what is

meant for the customer and should not be misleading.

EXECUTION• Key aspect in evaluating the advertisement involves whether

it really communicates a persuasive message or it is merely clever or memorable.

• KEY POINTS: (Bernbach pointed)• It does not focus only on audience and does not says that the

audience is a lukehead and has to be treated like a 12 year old, avoid too many repetitions.

• The approach is clean and direct.• You should stand out from others.• Research often leads to a similar material as that of your

competitor.

IS EXECUTION MORE IMPORTANT THAN CONTENT?

• What you say is crucial…. USP approach.• Message should be a mix of “what” it is communicating

and “how” it should be communicated.• Execution should involve- PERSUATION, RECALL,……….

MESSAGE COMPREHENSION.• But the most atomic message will get destroyed if it is

not creatively and boldly presented.• Execution thus should involve creative execution.

THANKYOU