What is Copywriting? * Another word for the text of an ad. Copywriting is impressionistic: using a few words to deliver a complete message.
What is the creative team? * The copywriter and art director. Which leads to the creative plan
What is the creative plan? * How will the product be presented? Which benefits will be communicated? What is the mood of the ad? What are the production values of the act?
What is the purpose of a headline? * Get attention of reader, Target potential customers, Identify the product, Set the mood (tone) of ad. Guidelines are to make it understandable
What is the purpose of a subhead? * Elaborates the theme of the headline, transitions between headlines and body copy. The Longer the body copy, the more appropriate the set of subheads.
What is the purpose of body copy? * Tells the story of the ad
Three most common types of body copy * Straight-line/narrative * Basic explanation of the product * Dialogue * Designed to supply information through dialogue * Testimonial * Three kinds: Real person, Actor playing real person, Celebrity
Slogans
* A short phrase to help establish the product’s identity, image, positioning * Example: M&M’S It melts in your mouth not your hands
What are the 8 rules for writing copy? * KISSuse familiar words and phrases, use presentence, avoid passive voice, use active voice, vary length or sentences and paragraphs, involve reader, avoid clichés, prove your claims
Guidelines for Radio Copy * Use familiar language. Stimulate listener’s imagination. Use same/actual name of product: repeat it. Use music/sound effects judiciously
Guidelines for Television Copy * Pictures more important than words. Words support the video. Marry the words to the picture. Reflect the mood/theme of the product. Show “Product in Use”.
3 Facts of