Marketing 3344
Copywriter
Art Director
Creative Team
Creative Concept
Copywriting is
A creative plan is
the process of
the guideline
expressing the
that specifies the
value and
message
benefits a brand
elements of
has to offer.
advertising copy.
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
PPT 12-4
4
Ad in Context Example
Here is a classic case of
a headline offering the
reader advice.
Guidelines for writing headlines
 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
Functions
 Reinforce the headline
 Include important information not
communicated in the headline
 Communicate key selling points or
information quickly
 Stimulate more complete reading of
the whole ad
 The longer the body copy, the
more appropriate is the use of
subheads
Ad in Context Example
This ad follows all
the guidelines for
subheads.
Techniques
 Straight-line copy
 Dialogue
 Testimonial
 Narrative
 Direct response copy
Guidelines
 Use present tense
 Use singular nouns
and verbs
 Use active verbs
 Use familiar words
and phrases
 Vary sentence
and paragraph
length
 Involve the reader
 Provide support
for the unbelievable
 Avoid clichés and
superlatives
Ad in Context Example
This ad is full of body
copy. Are the guidelines
for using body copy
being followed?
Ad in Context Example
No
headline, no
subhead, no
body copy—
does this ad
still work?

Cybercopy is often rooted in techno-speak.

It is a medium where audience has a
different meaning than in traditional media.
• Audience often comes directly to ads—not
passive
• Other ads pop up
• Copy is closer to print than broadcast
• Cybercopy is often direct response
• Rules for cybercopy are not all that different than
for print

Different opportunities due to sight and
sound

Inherent limitations . . .
• Broadcast ads offer a fleeting message
• Broadcast employs more sensory devices which
can ad or detract from consumers’ understanding
of the message
 Radio listeners are not active.
 Radio has been called “verbal wallpaper.”
 Radio can be the “theater of the mind.”
 Formats:




Music
Dialog
Announcement
Celebrity announcer
Guidelines
 Stress the main selling
 Use familiar language
points
 Use short words and
 Use sound and music
sentences
 Stimulate the imagination carefully
 Tailor the copy to the
 Repeat the product
time, place, and
name
specific audience
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
4. Plan special elements,
produce the tape
8. Duplicate the tape and
ship to stations
 Can create a mood
 Opportunity to demonstrate with action
 Words should not stand alone—use
visuals/special effects
 Precisely coordinate audio/visual
 Storyboard is the roadmap
 Demonstration
 Problem and
solution
 Music and song
 Spokesperson
 Dialogue
 Vignette
 Narrative
 Use the video
 Support the video
 Coordinate the audio
with the video
 Entertain but sell the
product
 Be flexible
 Use copy judiciously
 Reflect the brand’s
personality and
image
 Build campaigns
PPT 12-20 20

Short phrases 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
 Vagueness
 Wordiness
 Triteness
 Creativity for creativity’s
sake
Agency
Account Management Team
Legal Department
Account Planning
Client
Copywriter
Product Manager, Brand
Manager, Marketing Staff
Senior Writer
Creative Director
Senior Executives