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Copywriting

Chapter 12. Copywriting. Copywriter. Art Director. The Creative Team. Creative Team. Chapter 12: Copywriting 2. Creative Concept. Copywriting and the Creative Plan. Copywriting is the process of expressing the value and benefits a brand has to offer.

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Copywriting

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  1. Chapter 12 Copywriting

  2. Copywriter Art Director The Creative Team Creative Team Chapter 12: Copywriting 2 Creative Concept

  3. Copywriting and the Creative Plan Copywritingis the process of expressing the value and benefits a brand has to offer A creative plan is the guideline that specifies the message elements of advertising copy Chapter 12: Copywriting 3

  4. No headline, no subhead, no body copy—does this ad still work?

  5. 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

  6. Here is a classic case of a headline offering the reader advice

  7. Entice to read body copy • Entice to examine visuals • Never change typeface • Never rely upon body copy • Keep it simple & familiar • Be persuasive • Appeal to self-interest • Inject maximum information • Limit to five-eight words • Include the brand name The Headline Guidelines Chapter 12: Copywriting 7

  8. 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

  9. Subheads Guidelines • Longer the body copy, more appropriate the use of subheads • Creative directors frequently minimize their use Chapter 12: Copywriting 9

  10. The Body Copy Techniques • Straight-line copy • Dialogue • Testimonial • Narrative • Direct response copy Chapter 12: Copywriting 10

  11. The Body Copy Guidelines • Uuse present tense • Uuse singular nouns and verbs • Uuse active verbs • Uuse familiar words and phrases • Vary sentence and paragraph length • Involve the reader • Provide support for the unbelievable • Avoid clichés and superlatives Chapter 12: Copywriting 11

  12. This ad is full of body copy. Are the guidelines for using body copy being followed?

  13. 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

  14. 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

  15. Writing Radio Copy Formats • Music • Dialog • Announcement • Celebrity announcer Chapter 12: Copywriting 15

  16. Guidelines Writing Radio Copy • Uuse familiar language • Uuse short words and sentences • sstimulate the imagination • rrepeat the product name Stress the main selling points Use sound and music carefully Tailor the copy to the time, place, and specific audience Chapter 12: Copywriting 16

  17. Radio Production Process 1. Solicit bids from production houses 5. Edit the tape 2. Review bids, award job, submit estimate 6. Review the production with the advertiser 3. Select the talent 7. Mix the sound Chapter 12: Copywriting 17 4. Plan special elements, produce the tape 8. Duplicate the tape and ship to stations

  18. Writing TV Copy Formats • Demonstration • Problem and solution • Music and song • Spokesperson • Dialogue • Vignette • Narrative Chapter 12: Copywriting 18

  19. Guidelines Writing TV Copy • Use copy judiciously • Reflect the brand’s personality and image • Build campaigns • Uuse the video • Ssupport the video • Ccoordinate the audio with the video • Eentertain but sell the product • Be flexible Chapter 12: Copywriting 19

  20. 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

  21. Common Mistakes in Copywriting • Vagueness • Wordiness • Triteness • Creativity for creativity’s sake Chapter 12: Copywriting 21

  22. Copy Approval Process Agency Account Management Team Legal Department Account Planning Client Copywriter Product Manager, Brand manager, Marketing Staff Chapter 12: Copywriting 22 Senior Writer Creative Director Senior Executives

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