1 © 2009 South-Western, a part of Cengage Learning Chapter 12 Copywriting PPT 12-1

2 PPT The Creative Team Creative Team Creative Concept Art Director Copywriter

3 PPT 12-3 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.

4 PPT 12-4 Copywriting for Print Ads: The Headline  Gives news about the brand  Emphasizes brand claims  Gives advice to the reader  Selects targeted prospects  Stimulates curiosity  Establishes tone & emotion  Identifies the brand Functions

5 Here is a classic case of a headline offering the reader advice. PPT 12-5 Ad in Context Example

6 PPT12-6 Copywriting for Print Ads: 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 for writing headlines

7 PPT 12-7 Copywriting for Print Ads: Subheads  Reinforce the headline  Include important information not communicated in the headline  Communicate key selling points or information quickly  Stimulate more complete reading of the whole ad  The longer the body copy, the more appropriate is the use of subheads Functions

8 PPT 12-8 This ad follows all the guidelines for subheads. Ad in Context Example

9 PPT 12-9 Copywriting for Print Ads: The Body Copy  Straight-line copy  Dialogue  Testimonial  Narrative  Direct response copy Techniques

10 PPT Copywriting for Print Ads: The Body Copy Guidelines  Vary sentence and paragraphlength  Involve the reader  Provide support for the unbelievable  Avoid clichés and superlatives  Use present tense  Use singular nouns and verbs  Use active verbs  Use familiar words and phrases

11 This ad is full of body copy. Are the guidelines for using body copy being followed? For a closer look see pp. 386 of your textbook. PPT Ad in Context Example

12 No headline, no subhead, no body copy—does this ad still work? PPT Ad in Context Example

13 PPT Copywriting for Cyberspace  Cybercopy is often rooted in techno-speak.  It is a medium where audience has a different meaning than in traditional media. –Audience often comes directly to ads—not passive –Other ads pop up –Copy is closer to print than broadcast –Cybercopy is often direct response –Rules for cybercopy are not all that different than for print

14 PPT Copywriting for Broadcast Advertising  Different opportunities due to sight and sound  Inherent limitations... –Broadcast ads offer a fleeting message –Broadcast employs more sensory devices which can ad or detract from consumers’ understanding of the message

15 PPT Writing Radio Copy –Music –Dialog –Announcement –Celebrity announcer  R adio listeners are not active.  Radio has been called “verbal wallpaper.”  Radio can be the “theater of the mind.”  Formats:

16 PPT Writing Radio Copy Guidelines  Stress the main selling points  Use sound and music carefully  Tailor the copy to the time, place, and specificaudience  Use familiar language  Use short words and sentences  Stimulate the imagination  Repeat the product name

17 PPT Radio Production Process 8. Duplicate the tape and ship to stations 7. Mix the sound 6. Review the production with the advertiser 5. Edit the tape 1. Solicit bids from production houses 4. Plan special elements, produce the tape 3. Select the talent 2. Review bids, award job, submit estimate

18 PPT Writing Copy for TV  Can create a mood  Opportunity to demonstrate with action  Words should not stand alone—use visuals/special effects  Precisely coordinate audio/visual  Storyboard is the roadmap

19 PPT Television Advertising Formats  Demonstration  Problem and solution  Music and song  Spokesperson  Dialogue  Vignette  Narrative

20 PPT Guidelines for Writing TV Copy  Be flexible  Use copy judiciously  Reflect the brand ’ s personality and image  Build campaigns  Use the video  Support the video  Coordinate the audio with the video  Entertain but sell the product

21 PPT Slogans  Short phrases 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

22 PPT Common Mistakes in Copywriting  Vagueness  Wordiness  Triteness  Creativity for creativity’s sake

23 PPT Copy Approval Process Senior Executives Product Manager, Brand Manager, Marketing Staff Client Account Management Team Legal Department Agency Senior Writer Creative Director Copywriter Account Planning