Download - Advertisement Copy for Print Media

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Page 1: Advertisement Copy for Print Media

Advertisement copy for print media.

Page 2: Advertisement Copy for Print Media

What is Copy?

• Copy refers to written material which is to be set in type for the print media or spoken by announcers for broadcast commercials.

• The word copy is used for the simple reason that earlier ads contained only the advertisements message in words to be printed suitably. There were hardly any pictures.

• Gradually , pictures, photographs, visual symbols, sketches, illustrations and action in graphic representation started getting an increasingly larger space in ads.

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Elements of Ads message.

• Heading• Subheading• Picture captions• Slogans• Body copy• Trade marks• The company logo• Mascot• Borders• Visual symbols

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Elements of Ads message

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Visualization

• Visualization is concerned with the creation of an idea which will appeal to the consumers or the target audience.

• Two ways to effective visualization:-

• Scene setting ( familiar comments are create which will produce the intended scenes in the minds of the listeners).

• Word painting (It is the subtle and exacting art of using the words in the copy which can create the desired mental images).

Cadbury_Silk.mp3

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Layout

• Layout deals with the arrangement of various elements in the ad, such as headlines, illustrations, the firms name, the trade mark, the main text or the body copy.

– E.g. – PORCHE CAR AD IN ET.

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How to Write an ad copy?

• Advertising creativity is a disciplined one and aims at achieving the clients objective of increasing sales.

• Steps to be followed by a copywriter before putting on paper the words for the advertisement.– Study the market segment.– Know which kind of people he will be talking to.– Study the product well. Search the advantages and

benefits built in the product that are to be advertised.– Analyze the product or service benefits.– Finally come out with a Unique Selling Proposition.

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USP

– The USP matches a selling point with a consumer benefit and does so in a unique manner.

– Getting an effective Usp idea or theme and presenting it properly is the most crucial

aspect of copy writing.Eg – Ponds gold radiance. (gold)Eg - USP for a detergent would be an ingredient – X

as a selling point and brighter clothes as a benefit.

Eg – sundrop oil (oryzonal)

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Six stages of the hierarchy of effects…Model of Levidge and steiner.

• A copy writer must be guided by the various stages of the sales process to move to the customers minds by creating the right copy ad.

– Awareness– Knowledge– Liking – Preferences– Conviction– Purchase

Page 10: Advertisement Copy for Print Media

Six stages of the hierarchy of effects…Model of Levidge and steiner.

• A copy writer must be guided by the various stages of the sales process to move to the customers minds by creating the right copy ad.

Awareness

Knowledge

Liking

Preferences

Conviction

purchase

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Headlines in an Ad Copy

Headlines:- • Most critical part of an advertising.• Used to Create attention and interest.• Motivate the readers to read the ads copy

further.• Can occur anywhere in the body of the

advertisement copy.

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Basics of writing Headlines

1. Suggest quick and easy way out.– The ad must have the capacity to satisfy some

need or wants.

Eg – Taj Mahal Tea Bags. It has the capacity to quench the thirst.

Head line says – “ThirstTea Dip”.

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Basics of writing Headlines

2. SELF INTEREST IS CREATEDEg - Anne French Hair remover cream.

“ the gentle way to remove hair away makes us so comfortable”

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Basics of writing Headlines

3. Headlines can be made by imaginatively coined words(coinages).

E.g. – Simple product like an Egg.You want to suggest that - it is so

exciting to take it.– How will you be able to coin a new word using

the two (i.e.. Exciting + Egg)

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YES

You will call it

“ EGGCITEMENT”

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SO NOW WAT WOULD YOU CALL

AN EXTRAORDINARY QUALITY OF AN EGG ???

“EGGSTRAORDINARY”

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GreatNOW YOU HAVE

EGGSPERIENCED TO WRITE AN

EGGTRACTIVE HEADLINE.

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Basics of writing Headlines

4. SELLING PROMISE IN THE HEADLINE

“ SUBH AARAMBH , KUCH MEETHA HO JAYE”

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Basics of writing Headlines

5. HEADLINES AROUSE CUROSITY. THEY LURE US TO READ FURTHER.

E.g. – Aura American Diamonds Jewelers headline questions you

“ Can you keep a secret”

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ESSENTIALS OF A GOOD HEADLINES

1. Original – it comes from your intimate understanding of the market, product & product qualities.

2. Concise- brief but telling.Eg – face compact power- from tips to toes.3. Specific- convey the exact message.Eg – built them big with INCREMIN

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ESSENTIALS OF A GOOD HEADLINES

4. Provocative – They combine a strong interest appeal with originality.

Eg – if your pillow says, “you are loosing hair……. Act now and get pure silvikrin hair dressing”.Here the headline and the visual where hair threads are strewn over a pillow provokes us.

5. Relevance – cementing the force that binds the headlines and the rest of the copy.

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