Copyright © 2006 Thomson Business and Economics. All rights reserved. Chapter 12 Copywriting

12–2Copyright © 2006 Thomson Business and Economics. All rights reserved. The Creative Team Creative Team Creative Concept Art Director Copywriter

12–3Copyright © 2006 Thomson Business and Economics. All rights reserved. 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.

12–4Copyright © 2006 Thomson Business and Economics. All rights reserved. Creative Plan Elements considered: –Single most important thought –Product features to emphasize –Benefits a user receives from features –Media & length of time ad will run –Suggested mood or tone for the ad –Ways in which mood & atmosphere will be achieved –Production budget Bring together creative elements (illustration, color, sound, action) & copy

12–5Copyright © 2006 Thomson Business and Economics. All rights reserved. The Headline: Functions Gives news about the brand Gives news about the brand Emphasizes brand claims Emphasizes brand claims Gives advice to the reader Gives advice to the reader Selects targeted prospects Selects targeted prospects Stimulates curiosity Stimulates curiosity Establishes tone & emotion Establishes tone & emotion Identifies the brand Identifies the brand

12–6Copyright © 2006 Thomson Business and Economics. All rights reserved. The Headline Entice to read body copy Entice to read body copy Entice to examine visuals Entice to examine visuals Never change typeface Never change typeface Never rely upon body copy Never rely upon body copy Keep it simple & familiar Keep it simple & familiar Be persuasive Be persuasive Appeal to self-interest Appeal to self-interest Inject maximum information Inject maximum information Limit to five-eight words Limit to five-eight words Include the brand name Include the brand name Guidelines

12–7Copyright © 2006 Thomson Business and Economics. All rights reserved. Subheads: Functions Include important information not communicated in the headlineInclude important information not communicated in the headline Communicate key selling points or information quicklyCommunicate key selling points or information quickly Stimulate more complete reading of the adStimulate more complete reading of the ad Include important information not communicated in the headlineInclude important information not communicated in the headline Communicate key selling points or information quicklyCommunicate key selling points or information quickly Stimulate more complete reading of the adStimulate more complete reading of the ad

12–8Copyright © 2006 Thomson Business and Economics. All rights reserved. Subheads: Guidelines –The longer the body copy, the more appropriate the use of subheads. – Creative directors frequently minimize their use.

12–9Copyright © 2006 Thomson Business and Economics. All rights reserved. The Body Copy Straight-line copy Straight-line copy Dialogue Dialogue Testimonial Testimonial Narrative Narrative Direct response copy Direct response copy Techniques

12–10Copyright © 2006 Thomson Business and Economics. All rights reserved. The Body Copy Guidelines Use present tense Use present tense Use singular nouns and verbs Use singular nouns and verbs Use active verbs Use active verbs Use familiar words and phrases Use familiar words and phrases Use present tense Use present tense Use singular nouns and verbs Use singular nouns and verbs Use active verbs Use active verbs Use familiar words and phrases Use familiar words and phrases Vary sentence and paragraph length Vary sentence and paragraph length Involve the reader Involve the reader Provide support for the unbelievable Provide support for the unbelievable Avoid clichés and superlatives Avoid clichés and superlatives Vary sentence and paragraph length Vary sentence and paragraph length Involve the reader Involve the reader Provide support for the unbelievable Provide support for the unbelievable Avoid clichés and superlatives Avoid clichés and superlatives

12–11Copyright © 2006 Thomson Business and Economics. All rights reserved. Copywriting for Broadcast Advertising Broadcast ads offer a fleeting message. Broadcast employs more sensory devices which can attract or distract consumers from understanding the message.

12–12Copyright © 2006 Thomson Business and Economics. All rights reserved. Writing Radio Copy Radio listeners are not active Radio can be the “theater of the mind” Formats –Music –Dialog –Announcement –Celebrity announcer

12–13Copyright © 2006 Thomson Business and Economics. All rights reserved. Writing Radio Copy: Guidelines Use familiar language Use short words and sentences Stimulate the imagination Repeat the product name Stress the main selling points Use sound and music carefully Tailor the copy to the time, place, and specific audience

12–14Copyright © 2006 Thomson Business and Economics. All rights reserved. Radio Script Two-column radio script Time Guidelines 10 seconds words

12–15Copyright © 2006 Thomson Business and Economics. All rights reserved. Creating Effective Radio Commercials (Checklist)  Make the big idea crystal clear  Mention the advertiser’s name early & often  Take time to set the scene and establish the premise  Use familiar sound effects  Paint pictures with your words  Make every word count (active voice, more verbs, pronounceable words, short sentences)  Be outrageous  Ask for the order  Remember radio is a local medium  Presentation counts!

12–16Copyright © 2006 Thomson Business and Economics. All rights reserved. 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

12–17Copyright © 2006 Thomson Business and Economics. All rights reserved. Television Advertising Formats Demonstration Problem and solution Music and song Spokesperson Dialogue Vignette Narrative

12–18Copyright © 2006 Thomson Business and Economics. All rights reserved. Writing TV Copy Left Side Called “Video” Contains a description of visuals & production elements Camera angles, action, scenery, stage directions Right Side Called “Audio” Contains spoken copy, sound effects (SFXs) & music

12–19Copyright © 2006 Thomson Business and Economics. All rights reserved. Guidelines for Writing TV Copy Use the video Support the video Coordinate the audio with the video Entertain but sell the product Be flexible Use copy judiciously Reflect the brand’s personality and image Build campaigns

12–20Copyright © 2006 Thomson Business and Economics. All rights reserved. Creating Effective TV Commercials (Checklist)  Begin at the finish  Create an attention-getting opening  Use a situation that grows naturally out of the sales story  Characters are the living symbol of the product  Keep it simple  Write concise audio copy  Make demonstrations dramatic but believable  Let the words interpret the picture & prepare viewers for the next scene  Run scenes 5-6 secs on avg  Keep the look of the video fresh & new

12–21Copyright © 2006 Thomson Business and Economics. All rights reserved. Slogans Short phrase 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

12–22Copyright © 2006 Thomson Business and Economics. All rights reserved. Common Mistakes in Copywriting Vagueness Wordiness Triteness Creativity for creativity’s sake