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Advertising copy

Advertising copy. Ad - Copy. An ad-copy or advertisement copy is a creative piece of writing comprising of some unique elements, intended to feature in a particular medium. An ad copy consists of headline, sub – heads, captions etc. Characterstics of and Ad - Copy.

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Advertising copy

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  1. Advertising copy

  2. Ad - Copy • An ad-copy or advertisement copy is a creative piece of writing comprising of some unique elements, intended to feature in a particular medium. • An ad copy consists of headline, sub – heads, captions etc.

  3. Characterstics of and Ad - Copy • Brevity - a brief copy has more chances of attracting people at large. • Clarity – an ad -copy should be self explanatory. • Interesting • Sincerity – avoid vague generalisation or vague opinions. Add one or two illustrations. • Personal • Convincing – a copy must provide info to create a desire in the minds of the reader and then a conviction to possess the product. Persuasion is important.

  4. Types of ad - copy • Scientific copy – prepared for technical products such as computers, machinaries. Generally describes the features, advantages, uses and content of the product. • This copy is written for an audience, who is presumed to be having technical knowledge.

  5. Descriptive Copy – written in simple and straight forward language. • Narrative copy – this takes the form of a fiction. • Topical copy – copy establishes a connection between the product and the copy. Eg: every student who passes in exam has a Finegrip pen with them.

  6. Personality copy – the statements are made by a personality. • Colloquial copy – uses a generally spoken language to convey the message • Reasoning copy – gives a reason to use the product. • Questioning copy – put a question to the reader or the audience. • Prestige copy – the position and prestige of the consumer is emphasised.

  7. Headline • A headline is a word or phrase printed in large letters above the advertising message.

  8. Types of headlines • The News Headline • If the product or service offers something newsworthy • “announcing – the new bald cure” • Dhathri Hair Care

  9. The guarantee headline • These state a desirable benefit and guarantee results or other benefits. • “ pizza delivery within 30 minutes, if not delivered cost free guaranteed”

  10. The how headline • “ How to win friends and influence people”

  11. The benefit Headline • “ Colgate plax – cleans your breath in just 1 minute”

  12. The Question Headline • “ Do you make these mistakes in English? Then join our spoken English class”

  13. The Reason Why Headline • “3 reasons why you should buy Fair and lovely even for men”

  14. The Testimonial headline • Uses a consumer in the headline • “ How I earned Rs. 10,000 in a week”

  15. The command headline • “ stop baldness before your head looks like a bowling ball”

  16. Direct • “ Head and Shoulders shampoo gets rid of dandruff”

  17. Indirect headline • Using of creative headlines • “Fresh Bait Works Best” can be an article on how to train new employees.

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