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Chapter 12
Copywriting
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The Creative Team
Creative Team
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Creative Concept
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Copywriting and the Creative Plan
Copywriting is 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
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No headline, no subhead, no body copydoes this
ad still work?
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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

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Here is a classic case of a headline offering the
reader advice
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The Headline
Guidelines
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Subheads
Functions

• Include important information not communicated
  in the headline
• Communicate key selling points or information
  quickly
• Stimulate more complete reading of the ad

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Subheads
Guidelines

• Longer the body copy, more appropriate the use of
  subheads
• Creative directors frequently minimize their use

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The Body Copy
Techniques

• Straight-line copy
• Dialogue
• Testimonial
• Narrative
• Direct response copy

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The Body Copy
Guidelines

• Uuse present tense
• Uuse singular nouns and verbs
• Uuse active verbs
• Uuse familiar words and phrases

• Vary sentence and paragraph length
• Involve the reader
• Provide support for the unbelievable
• Avoid clichés and superlatives

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

• Broadcast ads are fleeting
• Ads employ more sensory channels, which can
  distract consumers from understanding the message

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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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Writing Radio Copy
Guidelines

• Uuse familiar language
• Uuse short words and sentences
• sstimulate the imagination
• rrepeat the product name

Stress the main selling points Use sound and
music carefully Tailor the copy to the time,
place, and specific audience
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Radio Production Process
5. Edit the tape
1. Solicit bids from production houses
6. Review the production with the advertiser
2. Review bids, award job, submit estimate
7. Mix the sound
3. Select the talent
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8. Duplicate the tape and ship to stations
4. Plan special elements, produce the tape
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Writing TV Copy
Formats

• Demonstration
• Problem and solution
• Music and song
• Spokesperson

• Dialogue
• Vignette
• Narrative

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Writing TV Copy
Guidelines

• Use copy judiciously
• Reflect the brands personality and image
• Build campaigns

• Uuse the video
• Ssupport the video
• Ccoordinate the audio with the video
• Eentertain but sell the 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 brands image
• Act as shorthand identification for the brand
• Provide information about the brands benefits

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Common Mistakes in Copywriting

• Vagueness
• Wordiness
• Triteness
• Creativity for creativitys sake

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Copy Approval Process
Agency
Account Management Team Legal Department
Account Planning
Client
Copywriter
Product Manager, Brand manager, Marketing Staff
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Senior Writer Creative Director
Senior Executives