1. Advertising copy

2. Ad - Copy
An ad-copy or advertisement copy is a creative piece of writing comprising of some unique elements, intended to feature in a particular medium.
An ad copy consists of headline, sub – heads, captions etc.

3. Characterstics of and Ad - Copy
Brevity - a brief copy has more chances of attracting people at large.
Clarity – an ad -copy should be self explanatory.
Interesting
Sincerity – avoid vague generalisation or vague opinions. Add one or two illustrations.
Personal
Convincing – a copy must provide info to create a desire in the minds of the reader and then a conviction to possess the product. Persuasion is important.

4. Types of ad - copy
Scientific copy – prepared for technical products such as computers, machinaries. Generally describes the features, advantages, uses and content of the product.
This copy is written for an audience, who is presumed to be having technical knowledge.

5. Descriptive Copy – written in simple and straight forward language.
Narrative copy – this takes the form of a fiction.
Topical copy – copy establishes a connection between the product and the copy. Eg: every student who passes in exam has a Finegrip pen with them.

6. Personality copy – the statements are made by a personality.
Colloquial copy – uses a generally spoken language to convey the message
Reasoning copy – gives a reason to use the product.
Questioning copy – put a question to the reader or the audience.
Prestige copy – the position and prestige of the consumer is emphasised.

7. Headline
A headline is a word or phrase printed in large letters above the advertising message.

8. Types of headlines The News Headline
If the product or service offers something newsworthy
“announcing – the new bald cure”
Dhathri Hair Care

9. The guarantee headline
These state a desirable benefit and guarantee results or other benefits.
“ pizza delivery within 30 minutes, if not delivered cost free guaranteed”

10. The how headline
“ How to win friends and influence people”

11. The benefit Headline
“ Colgate plax – cleans your breath in just 1 minute”

12. The Question Headline
“ Do you make these mistakes in English? Then join our spoken English class”

13. The Reason Why Headline
“3 reasons why you should buy Fair and lovely even for men”

14. The Testimonial headline
Uses a consumer in the headline
“ How I earned Rs. 10,000 in a week”

15. The command headline
“ stop baldness before your head looks like a bowling ball”

16. Direct
“ Head and Shoulders shampoo gets rid of dandruff”

17. Indirect headline Using of creative headlines
“Fresh Bait Works Best” can be an article on how to train new employees.