Chapter 12 Copywriting

The Creative Team Creative Concept Creative Team Art Director Copywriter Creative Team Chapter 12: Copywriting 2 Creative Concept

Copywriting and the Creative Plan 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 Chapter 12: Copywriting 3

No headline, no subhead, no body copy—does this ad still work?

The Headline Functions Gives news about the brand Emphasizes brand claims Gives advice to the reader Selects targeted prospects Stimulates curiosity Establishes tone & emotion Identifies the brand Chapter 12: Copywriting 5

Here is a classic case of a headline offering the reader advice

The Headline Guidelines Be persuasive 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 Chapter 12: Copywriting 7

Functions Subheads Include important information not communicated in the headline Communicate key selling points or information quickly Stimulate more complete reading of the ad Chapter 12: Copywriting 8

Subheads Guidelines Longer the body copy, more appropriate the use of subheads Creative directors frequently minimize their use Chapter 12: Copywriting 9

The Body Copy Techniques Straight-line copy Dialogue Testimonial Narrative Direct response copy Chapter 12: Copywriting 10

The Body Copy Guidelines Uuse present tense Uuse singular nouns and verbs Uuse active verbs Uuse familiar words and phrases Vary sentence and paragraph length Involve the reader Provide support for the unbelievable Avoid clichés and superlatives Chapter 12: Copywriting 11

This ad is full of body copy This ad is full of body copy. Are the guidelines for using body copy being followed?

Copywriting for Broadcast Advertising Broadcast ads are fleeting Ads employ more sensory channels, which can distract consumers from understanding the message Chapter 12: Copywriting 13

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 14

Writing Radio Copy Formats Music Dialog Announcement Celebrity announcer Chapter 12: Copywriting 15

Writing Radio Copy Guidelines Uuse familiar language Uuse short words and sentences sstimulate the imagination rrepeat the product name Stress the main selling points Use sound and music carefully Tailor the copy to the time, place, and specific audience Chapter 12: Copywriting 16

Radio Production Process 1. Solicit bids from production houses 5. Edit the tape 2. Review bids, award job, submit estimate 6. Review the production with the advertiser 3. Select the talent 7. Mix the sound Chapter 12: Copywriting 17 4. Plan special elements, produce the tape 8. Duplicate the tape and ship to stations

Writing TV Copy Formats Demonstration Problem and solution Music and song Spokesperson Dialogue Vignette Narrative Chapter 12: Copywriting 18

Writing TV Copy Guidelines Use copy judiciously Uuse the video 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 19

Slogans Short phrase used to . . . Good slogans can 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 20

Common Mistakes in Copywriting Vagueness Wordiness Triteness Creativity for creativity’s sake Chapter 12: Copywriting 21

Copy Approval Process Account Management Team Agency Legal Department Account Planning Client Copywriter Product Manager, Brand manager, Marketing Staff Chapter 12: Copywriting 22 Senior Writer Creative Director Senior Executives