1. 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

2. 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”

3. 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

4. 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

5. 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

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

7. 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

8. 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

9. 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

10. 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