1. Creative aspects of advertising
Chapter = 9
Creative aspects of advertising

2. Advertising and Creativity

3. Creative design process
Steps in Creative design process

4. Copy Writing

5. Advertising Copy
Ad copy is defined as “written or spoken material in it, including headlines, main body, sub-heads, Pictures, captions, slogans, information about brand name, trademarks, prices, coupons, claims, advertiser’s name , address, logo, phone numbers, website etc.

6. Requisites of effective Ad- Copy strategy
Attractive
Interesting
Retention value
Suggestive
Creative
Educative
Believable
Appropriate appeal
Miscellaneous characteristics

7. Types of advertisement copy
Descriptive copy
Questioning copy
Comparative copy
Announcement copy
Institutional copy
Topical copy
Personality copy
Technical copy
Reason-why copy
Dramatisation copy
Prestige copy
Reminder ad-copy
Teaser ad copy
Animation ad copy
Other types of ad-copy

8. Message Meaning of message Message content Message format
Message source

9. Advertising Appeal Rational Appeal Emotional Appeal
Combining rational and emotional Appeal
Moral Appeal

10. Lay-out of print ad copy
Meaning of Layout
Essentials of print ad-copy

11. Broadcast advertising copy
Radio ad copy
Television ad copy

12. Internet ad copy

13. Elements of print Ad copy
Headlines
Sub-heads
Illustration
Slogan
Text or body- copy
Blurbs
Boxes or panels
Identification mark
Closing idea