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Chapter 12

Chapter 12. Copywriting. PPT 12- 1. © 2009 South-Western, a part of Cengage Learning. Copywriter. Art Director. The Creative Team. Creative Team. PPT 12-2 2. Creative Concept. Copywriting and the Creative Plan.

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Chapter 12

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  1. Chapter 12 Copywriting PPT 12-1 © 2009 South-Western, a part of Cengage Learning

  2. Copywriter Art Director The Creative Team Creative Team PPT 12-22 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. PPT 12-3

  4. Copywriting for Print Ads: 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 PPT 12-4

  5. Ad in Context Example Here is a classic case of a headline offering the reader advice. PPT 12-5

  6. Guidelines for writing headlines • 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 Copywriting for Print Ads: The Headline PPT12-6

  7. Copywriting for Print Ads: Subheads 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 PPT 12-7

  8. Ad in Context Example This ad follows all the guidelines for subheads. PPT 12-8

  9. Copywriting for Print Ads: The Body Copy Techniques • Straight-line copy • Dialogue • Testimonial • Narrative • Direct response copy PPT 12-9

  10. Copywriting for Print Ads: The Body 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 PPT 12-10

  11. Ad in Context Example This ad is full of body copy. Are the guidelines for using body copy being followed? For a closer look see pp. 386 of your textbook. PPT 12-11

  12. Ad in Context Example No headline, no subhead, no body copy—does this ad still work? PPT 12-12

  13. Copywriting for Cyberspace • 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 PPT 12-13

  14. Copywriting for Broadcast Advertising • 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 PPT 12-14

  15. Radio listeners are not active. • Radio has been called “verbal wallpaper.” • Radio can be the “theater of the mind.” • Formats: Writing Radio Copy • Music • Dialog • Announcement • Celebrity announcer PPT 12-15

  16. Writing Radio Copy Guidelines • Use familiar language • Use short words and sentences • Stimulate the imagination • Repeat the product name • Stress the main selling points • Use sound and music carefully • Tailor the copy to the time, place, and specific audience PPT 12-16

  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 4. Plan special elements, produce the tape 8. Duplicate the tape and ship to stations PPT 12-17

  18. Writing Copy for TV • 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 PPT 12-18

  19. Television Advertising Formats • Demonstration • Problem and solution • Music and song • Spokesperson • Dialogue • Vignette • Narrative PPT 12-19

  20. Guidelines for Writing TV Copy • 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

  21. Slogans • 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 PPT 12- 21

  22. Common Mistakes in Copywriting • Vagueness • Wordiness • Triteness • Creativity for creativity’s sake PPT 12-22

  23. 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 PPT 12-23

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