Chapter 12 Copywriting Five types of ads in which words are crucial: When the message is complicated When the ad is for a high involvement product When information needs definition and explanation When a message tries to convey abstract qualities When there is a need to lock in key phrases (slogans, jingles) that cue a brand image or remind consumers of a brand feature

Copywriting: The Language of Advertising The copywriter Practical tips for writing effective copy Be succinct Be specific Get personal Keep a single focus Be conversational Be original Use variety Advertising style Tone of voice Grammar “Adese”

Copywriting for Print Most common tools in the copywriter’s toolkit: Headline Overlines and underlines Body copy Subheads Call-outs Captions Taglines Slogans Call to action

Writing Headlines Headline works with the visual to get attention and communicate the creative concept The key element in print advertising Conveys the main message Most widely read part of the ad Should be understood at a glance and convey exactly the right idea Good headlines: Attract prospects (and only prospects) Work in combination with the visual to grab the reader’s attention Identify the product and brand, and start the sale Lead readers into the body copy

Writing Headlines Direct headlines: straightforward and informative Assertion Command How-to News Announcements Indirect headlines: don’t provide as much information but may be better at drawing the reader to the message Puzzles Associations Slogans Use a startling or unexpected phrase, use rhyme, rhythm, or alliteration, use parallel construction

Copywriting for Print Standard body copy styles Varies by medium Straightforward Narrative Dialogue Explanation Translation Varies by medium Newspaper Magazine Directory Outdoor Collateral

How to Write Radio Copy Characteristics of typical radio advertising: Personal Interest based Inattention Retention Call to action Ephemeral Characteristics of radio copy Conversational style Theater of the mind

How to Write Radio Copy Tools of radio copywriting Voice Music Sound effects Radio commercial planning Commercial lengths: 30, 45, 60 seconds, sometimes 10 and 15 seconds Copywriters use a script format

How to Write Television Copy Challenge: fusing the images with words Characteristics of television copy Action Demonstration Storytelling Emotion The tools of television copywriting Video Audio Other TV tools

How to Plan a Television Commercial Scripts and story boards Key TV decisions Length Number of scenes Amount of information / pacing Key frame General principles: Gain the interest of the viewer within 3 seconds Focus on a key visual Be single-minded Edit well Show the product in a close-up at the end