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Chapter 12 Copywriting The Creative Team Copywriter Art Director Creative Team Creative Concept Chapter 12: Copywriting 2 Copywriting and the Creative Plan Copywriting is the process of A creative plan is the guideline that expressing the value and benefits a brand specifies the message elements of has to offer advertising copy Chapter 12: Copywriting 3 No headline, no subhead, no body copy—does this ad still work? The Headline Functions • Gives news about the brand • Emphasizes brand claims • Gives advice to the reader • Selects targeted prospects • Stimulates curiosity • Establishes tone & emotion • Identifies the brand Chapter 12: Copywriting 5 Here is a classic case of a headline offering the reader advice The Headline Guidelines • Be persuasive • Appeal to self-interest • Inject maximum information • Limit to five-eight words • Include the brand name • Entice to read body copy • Entice to examine visuals • Never change typeface • Never rely upon body copy • Keep it simple & familiar Chapter 12: Copywriting 7 Subheads Functions • Include important information not communicated in the headline • Communicate key selling points or information quickly • Stimulate more complete reading of the ad Chapter 12: Copywriting 8 Subheads Guidelines •Longer the body copy, more appropriate the use of subheads • Creative directors frequently minimize their use Chapter 12: Copywriting 9 The Body Copy Techniques • Straight-line copy • Dialogue • Testimonial • Narrative • Direct response copy Chapter 12: Copywriting 10 The Body Copy •Uuse present tense Guidelines Vary sentence and paragraph length Involve the reader •Uuse singular nouns and verbs •Uuse active verbs •Uuse familiar words and phrases Provide support for the unbelievable Avoid clichés and superlatives Chapter 12: Copywriting 11 This ad is full of body copy. Are the guidelines for using body copy being followed? Copywriting for Broadcast Advertising • Broadcast ads are fleeting • Ads employ more sensory channels, which can distract consumers from understanding the message Chapter 12: Copywriting 13 Copywriting for Cyberspace • Internet has its own style, feel, and writing • It is a medium where audience has a different meaning than in traditional media • Audience often comes directly to ads • Other ads pop up • Audience is active • Cybercopy is often direct response Chapter 12: Copywriting 14 Writing Radio Copy Formats • Music • Dialog • Announcement • Celebrity announcer Chapter 12: Copywriting 15 Writing Radio Copy •Uuse familiar Guidelines language •Uuse short words and sentences •sstimulate Stress the main selling points Use sound and music carefully Tailor the copy to the time, place, and specific audience Chapter 12: Copywriting 16 the imagination •rrepeat the product name Radio Production Process 1. Solicit bids from production houses 2. Review bids, award job, submit estimate 5. Edit the tape 6. Review the production with the advertiser 3. Select the talent 7. Mix the sound 4. Plan special elements, produce the tape 8. Duplicate the tape and ship to stations Chapter 12: Copywriting 17 Writing TV Copy Formats • Demonstration • Problem and solution • Music and song • Spokesperson Chapter 12: Copywriting 18 • Dialogue • Vignette • Narrative Writing TV Copy Guidelines •Uuse the video the video Use copy judiciously •Ssupport •Ccoordinate the audio with the video •Eentertain Reflect the brand’s personality and image Build campaigns but sell the product •Be flexible Chapter 12: Copywriting 19 Slogans • • • Short phrase used to . . . Increase memorability Help establish an image, identity or position for a brand or organization • • • Good slogans can Be an integral part of brand’s image Act as shorthand identification for the brand • Provide information about the brand’s benefits Chapter 12: Copywriting 20 Common Mistakes in Copywriting • • • • Vagueness Wordiness Triteness Creativity for creativity’s sake Chapter 12: Copywriting 21 Copy Approval Process Agency Account Management Team Legal Department Account Planning Client Copywriter Product Manager, Brand manager, Marketing Staff Senior Writer Creative Director Senior Executives Chapter 12: Copywriting 22
