Sub- Divisions of Copy
Transcript of Sub- Divisions of Copy
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Sub- Divisions of Copy
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Headline
A headline is a word or phrase which is
prominent and catching than other elements
of the copy.
Headline is the most crucial part of an
advertisement. Basically, it is used to arrest
attention and create interest.
They are inviting enough to motivate the
reader to read the advertisement copy further.
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Many headlines do the positioning work
They highlight a product benefit that is most
important
Many headlines are musical, whereas many
are curious. Some headlines are newsy.
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Basics of Writing Headlines
They should suggest a quick and easy way out.
It has the capacity to satisfy some need or
want.
Self- interest is created in every headline
The headline should always target the
advertisement towards prospective
customers.
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Functions of Headlines
Headlines establish a link with targetaudience. It is an attention getting device.
The headline should move us/ propel us to
read the further copy. Attention should lead tointerest in the product knowing more aboutit.
It is the essence of the whole advertisement,which may or may not be read. Headlinerepresents the whole advertisement copy
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Essentials of Good Headline
You must beak the ice. You should deviate from
others in what you want to say. Your approach
should be fresh.
You have to be concise. Most of the headlines are
brief but telling.
They should be specific. They must convey the
exact message. Headlines should be provocative. For this they
combine a strong interest appeal with originality.
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Relevance is the cementing force that binds
the headline and rest of the copy. Irrelevant
headline arouses interest, but doesnt pass on
to the product.
Being different and relevant are the two
secret words of advertising.
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Different forms of headlines
Direct Promise headline- Ponds special baby
powder headline promises you to take good
care of your baby. Such Advertisements indicate
the benefits of product in direct manner.
News Headline- It may include new promises,
product improvements, price reductions. Parle
Monaco was again made available in a big pack.So headline was the big Monaco pack is back.
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Curiosity or proactive headline- Sweetex, a nonsugar sweeter uses this technique very efficientlyin its recent advertisement. The headline is astartling statement, followed by a question:
Theres a rich, gooey chocolate cake hidden in thepicture. Can you spot it.
Selective Headline- This headline holds a specificpromise for a special group. Childcare products
are for mothers. The headline identifies thisgroup. The natural choice for mothers whocareChildcare.
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Humorous Headlines- Though practiced with
caution, sometimes it really works wonders.
Hungry Kya
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a copywriter must know about
The competition
Appeals to be used
The theme
The objectives of the copy
The target marketThe elements of the marketing mix
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Different Types of Copy
Scientific Copy In this copy the technical
specifications of a product are explained. The
merits of the product are described in
scientific terms. Saffola- a low cholesterol oil
makes use of scientific copy.
Descriptive Copy- In this the product
attributes are described. The copy uses directactive sentences.
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Narrative Copy- Here a fictional story isnarrated. The benefits of the product emergefrom the story. Maybe narrative is humorous.
Colloquial Copy- Here informalconversational language is used to convey themessage
Tropical Copy- When the copy is integrated tothe recent happening or event, it is said to betropical copy.
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Endorsement Copy- In these copies, a product
is endorsed by an opinion leader who has a
large following.
Questioning Copy- In this copy, several
questions are put forward not to seek
answers but to emphasize a certain attribute.
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Essential of good copy
It must be compact and appropriate
It must be clear and creative
It must have character and colour It must be interesting and entertaining
It must be action oriented
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