Chapter 12

Copywriting

The Creative Team

Copywriter Art Director

Creative Team

Creative Concept
Chapter 12: Copywriting 2

Copywriting and the

Creative Plan

Copywriting is A creative plan is

the process of the guideline that
expressing the specifies the
value and message
benefits a brand elements of
has to offer advertising copy

Chapter 12: Copywriting 3

1
No
No headline,
headline, no
no subhead,
subhead, nono body
body
copy—does
copy—does this
this ad
ad still
still work?
work?

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

Here
Here isis aa classic
classic case
case
of
of aa headline
headline offering
offering
the
the reader
reader advice
advice

2
 The Headline
Guidelines

• Be persuasive • Entice to read body copy

• Appeal to self-interest • Entice to examine visuals

• Inject maximum information • Never change typeface

• Limit to five-eight words • Never rely upon body copy

• Include the brand name • Keep it simple & familiar

Chapter 12: Copywriting 7

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

Subheads
Guidelines

•Longer the body copy,

more appropriate the
use of subheads
• Creative directors
frequently minimize
their use

Chapter 12: Copywriting 9

3
 The Body Copy
Techniques

• Straight
Straight--line copy

• Dialogue

• Testimonial

• Narrative

• Direct response copy

Chapter 12: Copywriting 10

The Body Copy

Guidelines
•Uuse present tense
•Uuse singular nouns Vary sentence and
and verbs paragraph length
•Uuse active verbs Involve the reader
•Uuse familiar words Provide support for
and phrases the unbelievable
Avoid clichés and
superlatives

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

4
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

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

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Writing Radio Copy

Formats

• Music
• Dialog
• Announcement
• Celebrity announcer

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5
 Writing Radio Copy
•Uuse familiar Guidelines
language
•Uuse short words and Stress the main selling
sentences points
•sstimulatethe Use sound and music
imagination carefully
•rrepeat the product Tailor the copy to the
name time, place, and
specific audience

Chapter 12: Copywriting 16

Radio Production Process

1. Solicit bids from 5. Edit the tape
production houses

2. Review bids, award job, 6. Review the production

submit estimate with the advertiser

3. Select the talent 7. Mix the sound

4. Plan special elements, 8. Duplicate the tape and

produce the tape ship to stations

Chapter 12: Copywriting 17

Writing TV Copy
Formats
• Demonstration • Dialogue
• Problem and • Vignette
solution
• Narrative
• Music and song
• Spokesperson

Chapter 12: Copywriting 18

6
 Writing TV Copy
Guidelines
•Uuse the video
•Ssupport the video Use copy judiciously

•Ccoordinate the audio Reflect the brand’s

with the video personality and image

•Eentertain but sell the Build campaigns

product
•Be flexible

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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

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Common Mistakes in
Copywriting
• Vagueness
• Wordiness
• Triteness
• Creativity for creativity’s sake

Chapter 12: Copywriting 21

7
Copy Approval Process

Account Management Team

Agency Legal Department

Account Planning Client

Copywriter Product Manager, Brand

manager, Marketing Staff

Senior Writer
Creative Director Senior Executives

Chapter 12: Copywriting 22