Copywriting Advertising Principles and Practices

Milking Success \ Following on the heels of the “does a body good” campaign, “Got Milk” tried to make drinking milk cool. The campaign was created in California in 1993 to turn around a 15-year decline in consumption. The campaign won several awards and milk sales rose from 740 to 755 million gallons in one year. 13-2Prentice Hall, © 2009

If the message is complicated 2.In ads for high- involvement products 3.Information that needs definition and explanation 4.If a message tries to convey abstract qualities Four Types of Ads Where Words are Crucial

Prentice Hall, © The Copywriter Copywriter –The person who shapes and sculpts the words in an ad –Marketing, English, literature background –They love words, have a sense of “voice” and tone, and are versatile Copy –The text of an ad –Words people say in a radio or TV commercial

Prentice Hall, © Advertising Writing Style Copy should be as simple as possible Write the way your target audience thinks and talks, using direct address. Principle: Effective copy is succinct, single-minded, and tightly focused.

Prentice Hall, © How to Write Headlines They convey the main message, get attention, and communicate the concept They must also: –Attract only prospects –Work with the visual to stop and grab readers’ attention –Identify product and brand; start the sale –Lead readers into body copy Principle: Good headlines interrupt readers’ scanning and get their attention.

Prentice Hall, © Two Categories of Headlines 1.Direct Action (straightforward and informative) –Assertion –Command –How-to heads –News announcements 2.Indirect Action (draw reader in, build brand image) –Puzzles –Associations –Also, “blind headlines”

Prentice Hall, © How to Write Other Display Copy Captions –Second highest readership –Provide information Subheads –Lead reader into copy –Larger than body copy Taglines –Short, catchy, memorable –Complete or wrap up creative idea Slogans –Repeated from ad to ad –Reinforce brand identity

Prentice Hall, © Together we can prevail 2.Imagination at work 3.Communication without boundaries 4.A mind is a terrible thing to waste 5.Our challenge is life 6.Know How 7.A business of caring 8.Melts in your mouth, not in your hands 9.Always surprising 10.Inspire the next 11.When you care enough to send the very best 12.Where patients come first 13.Can you hear me now? 14.For successful living 15.Inspiration comes standard 16.When it absolutely, positively has to be there overnight Test Yourself: Identify the Company a.Merck b.Bristol-Myers Squibb c.Hallmark d.Swatch e.Avaya f.Hitachi g.Verizon* h.Cigna i.FedEx j.Diesel k.Canon l.Chrysler m.M&Ms n.United Negro College Fund o.Aventis p.GE Answers to Companies: 1:b. Bristol-Myers Squibb; 2:p. GE*; 3:e. Avaya; 4:n. United Negro College Fund*; 5:o. Aventis; 6:k. Canon; 7:h. Cigna; 8:m. M&Ms*; 9:d. Swatch; 10:f. Hitachi; 11:c. Hallmark*; 12:a. Merck; 13:g. Verizon*; 14:j. Diesel; 15:l. Chrysler; 16i: FedEx*.

Prentice Hall, © How to Write Body Copy Body copy –Maintain interest of reader –Sales message, argument, proof, explanation Writing Styles –Straightforward, narrative, dialogue, explanation, translation Lead paragraph –First paragraph of body –Catches reader’s attention Closing paragraph –Last paragraph of body –Refers back to creative concept –Wraps up the Big Idea –Includes a “call to action”

Prentice Hall, © Print Media Requirements All media in the print category all use the same copy elements; how they’re used varies with the objective for using the medium Newspapers Magazines Directories Posters/outdoor advertising Product literature

Prentice Hall, © Tools for Radio Copywriting Voice –Announcer or character Music –Creates a mood, establishes a setting –Jingles are catchy, “hummable” Sound effects (sfx) –“libraries,” CDs, online Principle: Radio copywriters try to match the conversational style of the target audience.

Prentice Hall, © Technique Action: When you watch television, you are watching a walking, talking, moving world that gives the illusion of being three- dimensional. Demonstration: Seeing is believing. Believability and credibility—the essence of persuasion—are high because we believe what we see with our own eyes. Storytelling: Most of the programming on television is narrative so commercials use storytelling to take advantage of the medium’s strengths. Emotion: The ability to touch the feelings of the viewer makes television commercials entertaining, diverting, amusing, and absorbing. Real-life situations with all their humor, anger, fear, pride, jealousy, and love come alive on the screen. Humor, in particular, works well on television. TV Advertising Techniques Message Design Good television advertising uses the effect of action. Torture tests, steps, and procedures are all actions that are easier to present on TV than in print. If you have a strong sales message that lends itself to demonstration, such as “how-to” messages, then television is the ideal medium for that message. TV is our society’s master storyteller because of its ability to present a plot and the action that leads to a conclusion in which the product plays a major role. TV can dramatize the situation in which a product is used and the type of people using it. Stories can be riveting if they are well told, but they must be imaginative to hold their own against the programming that surrounds them. Emotional appeals are found in natural situations that everyone can identify with. Hallmark has produced some tear-jerking commercials about the times of our lives that we remember by the cards we receive and save. Kodak and Polaroid have used a similar strategy for precious moments that are remembered in photographs.

Prentice Hall, © Tools of TV Copywriting Video –A key frame summarizes the main idea Audio –Music, voices, sound effects –Voice-over –Off camera Other TV Tools –Setting, casting, costumer, props Talent –Announcers, spokespersons, character types or celebrities

Prentice Hall, © Planning the TV Commercial Copywriters plan –:10, :15, :20, :30, :60 –Number of scenes; shots in each scene –Key visual: the image that sticks in the mind –Where/how to shoot How much product info? Pace: fast or slow? Level of controversy and intrusiveness

Prentice Hall, © Scripts, Storyboards, and Photoboards SCRIPT The written version of the commercial. Prepared by the copywriter. STORYBOARD The visual plan or layout of the commercial Prepared by the art director. PHOTOBOARD Uses photos instead of art for images.

Prentice Hall, © Doritos: Checkout Girl :30 Seconds Video INTERIOR GROCERY STORE AT CHECK OUT REGISTER A REGULAR GUY CUSTOMER at the check out register buys bags and bags of Doritos. The odd, off-beat CHECKOUT GIRL asks in a monotone voice: Action starts mellow, then builds. She scans the first bag of Doritos She scans another bag. He smiles, thinks she’s kind of nuts. She scans another. She composes herself. He’s weirdly turned on now. She scans another. Flirting, he growls back to he. Now she’s super frisky! Scans another!!!! CUT TO: EXPLODING DORITOS BAG! CUT BACK TO: INTERIOR GROCERY STORE AT CHECKOUT REGISTER Sound of MICROPHONE FEEDBACK as the Checkout Girl grabs the microphone at the register. She looks like she’s been through the ringer. Doritos: Checkout Girl :30 Seconds Audio CHECKOUT GIRL: Paper or plastic? GUY: Paper’s fine CHECKOUT GIRL: I like these CHECKOUT GIRL (CONT’D): Oh, Nacho cheese. (chest bang) Old school. CHECKOUT GIRL (CONT’D): Fiery Habanero. (passionately yells) Yeah! Those are hot! CHECKOUT GIRL (CONT’D): Oh, Salsa Verrrrrrde. Arrgh! (tiger sound) GUY: Arrrrrrrrrr. CHECKOUT GIRL: Blazin’ Buffalo and Ranch!! Giddy up! SFX: MICROPHONE FEEDBACK CHECKOUT GIRL I’m gonna need a clean up on register six. SFX: She chomps into a Doritos chip—crunch.

Prentice Hall, © Banner Ads Ways copywriters make ads stand out amidst the clutter and grab attention. –Offering a deal like a discount or a freebie. –Using an involvement device like a challenge or contest. –Changing the offer frequently, even daily. –Keeping the writing succinct for surfers short attention. –Focusing surfers’ attention by asking questions or offering knowledge they can use. –Use the ad to solicit information and opinions. Banner ads can remind or invite viewers to click. The product or brand should be immediately clear.

Prentice Hall, © Web Ads They create awareness and interest in a product and build a brand image. Good copywriting works well in any medium, including the internet. Other Web ad formats include games, pop-up windows, daughter windows, and side frames.

Prentice Hall, © Global Copywriting Challenges Language affects the creation of the advertising. Standardizing copy by translating for a foreign market is dangerous. Solution—use bilingual copywriters –Use back translation

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