Copywriting

Developing the Ad Copy

REFER TO YOUR ASSIGNMENT-1What did you notice?

• Headlines

• Sub-heads

• Logo

• Signatures

• etc

• Slogans

• Coupon

• Price

• Seal of approval

• Quality marks

• etc

CREATING THE ACTUAL AD

The design and production process of Ad involves a number of activities such as:

• Writing copy

• Development of Visual elements

• Putting all the pieces together

COPY WRITING

• Key creative activity of advertising Copy writer Ad Copy

• Copy writer translates of seller’s products/services into customer benefits

• What to say and How to say Target segment, Objectives etc

Single most important & critical activity for the success for the entire ad

COPY WRITING

We will be studying Copy Writing for:

PRINT

RADIO

TV

AD COPY

AD COPY: All elements of advertising message (Whether Print or Broadcast)

• Headlines

• Sub-heads

• The body copy

• Photos

• Logo & Signatures

• etc

• Slogans

• Coupon

• Price

• Packaging

• Seal of approval

• Quality marks

• etc

THE COPYWRITER

• Shapes and sculpts words in an advertisement

• Copy- text in ad, words

• Copywriters work in teams with art directors to design the way the ad will look

COPY WRITER:ADVERTISING WRITING STYLE

• Must win audience

• Keep it simple & short (K.I.S.S.)

- One central idea

• Copywriters revise copy to make it as concise as possible

• Writes the way an audience thinks and talks

• Must be believable and interesting

COPY WRITER:ADVERTISING WRITING STYLE

• Tone of voice

- Writing as if it was to someone who fits the audience profile

- Clichéd: that advertisers use it for effectiveness i.e. “Buy & save”

- Brag-and-boast or pompous tone: “we know better”

• Grammar

- Looks into niceties, syntax, spelling, creates an effect

COPY WRITING FOR PRINT

• Headlines

• Sub-heads

• The body copy

• The illustration

• Logo

• Signatures

• etc

• Slogans

• Coupon

• Price

• Packaging

• Seal of approval

• Quality marks

• etc

HEADLINES FOR PRINT

Headlines are the words in the leading position in the Ad where they are:

• Read first

• Draw immediate attention

• Usually large & dark fonts are used

Most important part of a print Ad

HOW TO WRITE HEADLINES FOR PRINT

• Short simple

• Selective & appealing words

• One line Consumer learns something about product/ Service

• Interest-provoking Should lead readers into body copy

a) Direct action headlines: Statement, Command, How-to, News etc

b) Indirect headlines: Puzzles, Associations etc

SUBHEADS FOR PRINT

• Secondary to headline

• Generally more words than Headline

• Usually smaller fonts than Heading but larger fonts than body

• Usually serve as a step or bridge to body copy

• Usually Italic fonts

• Enhance readability by highlighting key sales points

• Support interest in the ad

BODY COPY FOR PRINT

• The main text portion

• Complete sales story & logical continuation of Headline & Sub-heads

• Usually covers attributes, benefits, quality etc

• On an estimate approx. 10% people read the body copy, therefore:

It should be long enough to accommodate the complete message, as well as

Short enough to retain reader’s interest

SLOGANS FOR PRINT

ALSO CALLED: Theme lines or Tag lines

• Catchy sentence or phrase which is easy to remember

• Creates an impact of repetition

• Gives identity to company or to its products/ services

• Short and effective way to tell an idea

• People usually know slogan by heart

• Can also be successfully used as Headlines or Sales Message

SLOGANS: Few Examples

“An idea can change your life”

“Top people take the Times”

“Any surface that needs paint needs Asian Paint”

“We care Dil Se…”

LOGOS, SIGNATURES, SEALS FOR PRINT

Logos & Signatures

• are special designs of advertiser’s company or product

• immediately recognized

Seals

• Value and quality endorsement e.g. ISI, ISO 9002 etc

PRINT MEDIA REQUIREMENTS

• Newspapers

• Magazines

• Directories

• Posters and Outdoor Advertising

• Product Literature

RADIO COPY

Creating a great Radio Ad is very difficult

Script writer

• Words

• Music

• Sound effects

To create mind pictures

RADIO COPY

Script: NO HARD AND FAST RULES APPLY

• Short length commercial which is simple enough to grasp and intriguing enough not to change the channel

• Sound effect can be used to grab attention

• Fundamental aspects of product

• Emplacing the benefits of owing the product

• Disadvantages for not owing the product

• Powerful conclusion

TELEVISION COPY

Script (elements of video and audio portions)

• Locations & Number of scenes should be carefully planned

• Actions to be describe

• Positions of each character to be indicated: sitting, standing, walking etc

• Theme lines to be selected carefully

• Use close-ups to show product features communicating the basic idea is important than the fringe benefits

• The use of audio and video should emphasize the product promise

TOOLS OF TELEVISION COPY

• Video

- Silent speech

- Use of props like a play, television show or movie

• Audio

- Music

- Voices

- Sound effects

The Creative BriefThe most important document in the business

What makes a brief?

1. What is the key problem we are facing?

2. Who are we talking to?

3. What do they think, feel, and do currently?

4. How do we want to change or reinforce this?

5. If we could convince them of one thing, what would it be?

6. Why should they believe us?

7. How will we know if we’re succeeding?

8. What else could be helpful?

9. What do we need and when?

1. What is the key challenge we are facing?

• What is the problem?

• What is the opportunity? (usually analyzed through SWOT analysis)

2. Who are we talking to?

• Bring the target to life

3. What do they think, feel and do currently?

• Attitudes

• Beliefs

• Perceptions

• Ideals

• Role the product plays in their lives

4. How do we want to change or reinforce this?

• Attitudes

• Beliefs

• Perceptions

• Ideals

• Role the product plays in their lives

5. If we could convince them of one thing, what would it be?

• Positioning

• Unique Selling Proposition

• Single Minded Proposition

• Key Benefit

• Brand Attitude

6. Why should they believe us?

• Key Supporting Facts

• Product Attributes

• Distinctive Features

7. How will we know if we are succeeding?

• Benchmarks

• Result areas

8. What else could be helpful?

• This is not the place where you put everything you don’t know where else to put

• The key word is ‘helpful’

9. What do we need and when?

• Be specific

• Media, creative units, sizes

• Dates

Learn to Edit

• Only put things in the brief that will help to make a better ad

Avoid Repetition

• Let each part of the brief strengthen the proposition

• Not restate it

Some final words

• Keep it simple on one sheet of A4

• Just one piece of 'Wow, why didn't I think of that!?'

• Be bold (And mighty forces will come to your aid)

Exercise

Samsung Laptop sales figures are not that great in Punjab.

The key problem that Samsung is facing:

• Compaq, Dell and HCL enjoy a high market presence in Punjab, and also hold majority of market share in Punjab

• They offer comparatively lower prices

Your Task:

Write a creative brief that give a clear direction about WHAT TO SAY and HOW TO SAY

Assignment 2

– The Jet Airways business is in trouble

– The airline has two key problems•Kingfisher is now seen as most ‘premium’ airline in the

country and a whole lot more ‘fun’ than Jet Airways•Air Deccan, Spice Jet and Go Air at the other end are

doing everything they can to draw the price conscious customer

• The Task

– The creative team doesn’t know where to start

– Write a creative brief that gives them clear direction