1. Presented by Karen Porter UM School of Business Administration & ImpactOnlineMarketing.com Basics of Copywriting

2. Copywriting Foundation Copywriters – masters of words Copy – generally, less is more Page 263 – How to Write Effective Copy – great rules to go by! Make sure you review. Branding – Conveyed in ads by: Use of logos and taglines Logos vs. logotypes Taglines / Slogans – what makes a good one? memorable relevant to audience and product

3. Trademarks, Service Marks, Registration Trademarks For physical goods and services Indicated by TM after name or beside logo Service marks For “things you can’t pick up and hold” – ex: company name, summer camp name, name of a special course Indicated by SM after name or beside logo Registered marks TM/SM symbols change to ® after getting federally approved Search federal trademark database here: http://www.uspto.gov/trademarks-application-process/search- trademark-database http://www.uspto.gov/trademarks-application-process/search- trademark-database

4. Print Ad Copy Visual only – no benefit of sound or motion Headline most important element – need to grab the audience. (Wisual second more important) Handout - 8 Types of Headlines Graphic element second Note: trend toward using NO text – be careful. Too clever, too obtuse. May miss the mark with your intended audience! SEE PRINT ADS – Handout – Print Ads Sparce on Words

5. Print Ad Copy - More Headline and graphic must work together! 80% of people do not read more than the headline Space is a limitation – magazines have most space but colorful graphics often the focal point Newspaper generally b&w, not best for complex graphics, words can become very important (although most newspaper ads are hideous!) Billboards – 6 – 8 words MAX! Direct mail – best for long copy if long copy is needed

6. Radio Copy Limited by audio only – very tough medium! Written in script format – see page 280 in text First few seconds are crucial Repeat key elements at end! Sound effects can be vital – need to create a visual image in the head Only 30 seconds or 60 seconds goes by in no time – make message succinct http://www.clioawards.com/archive/ Thoroughbred Racing – Gym and Puppies Ehrlich Pest Control

7. Television Copy Sight, sound and motion combined – must work together Ads developed in storyboard fashion – see examples Sample Storyboard 1 – http://osmm.net/wp- content/uploads/2012/08/TV-Script-Storyboard-Sample.pdfhttp://osmm.net/wp- content/uploads/2012/08/TV-Script-Storyboard-Sample.pdf Sample Storyboard 2 – http://osmm.net/wp- content/uploads/2012/08/TV-Script-Storyboard-Sample-2.pdfhttp://osmm.net/wp- content/uploads/2012/08/TV-Script-Storyboard-Sample-2.pdf GSD&M creative presentation for TV at TX Lottery