COPYWRITING

By- Ms. Tanu Bhargava Astt. Professor Amity School Of Communication

ADVERTISING APPEALS
Before understanding the concept and types of copywriting, it is necessary to understand Advertising Appeal that underlay the briefs concept. Advertising appeal is the central message to be used in the ads. Advertising appeals are of two types: i) Rational/ Informational ii) Emotional

Rational Appeal
They

are attempt to convince the consumers about the suitability of the advertised product or service to satisfy their needs by claiming it to be best. Advertisers use comparative advertising to convince to the consumers. It includes: i) Feature Appeal (major traits of product/service) ii) Competitive Appeal (comparison with the competitive brand) iii) Favorable Price Appeal (attractive price/discount offers) iv) News Appeal (breakthrough discovery/invention) v) Product/Service Popularity Appeal (wide use amongst the masses, popularity chart soaring high)

Emotional Appeal
According to Abraham H. Maslows model of need hierarchy , a human has following needs:

The advertisers cater to physiological needs and engage the T.A. by giving 'emotional benefits
This emotional Integration is used by creative's. They thus, affect the emotions of T.A. and put them in more favorable frame of mind. They make product experience more richer, warmer and exciting through ads. It enhances the brand recall value by associating consumers experience with product/service.

CREATIVE PROCESS
1. Immersion (read, research and learn about the market)

5. illumination (the unexpected moment of enlightenment arrives)

2. Ideation (Develop alternatives and analyze the problem)

4. Incubation (thinking through subconscious mind)

3. Brain fog (mental block or being blank)

COPYWRITING
The art of writing words, phrases, jingles that shapes and sculpts the main message of any promotion or marketing campaign. A person engage in this profession is called the Copywriter who is a part of creative dept. in an advertising agency.

Guidelines for good copy

A good copy should include the following guidelines: i) Short and specific- The copy should give a short and clear idea of what the product/service is all about. Detailed copy always makes the ad unattractive. ii) Get Personal- Always try to involve a person and make them realize that brand understand their needs and wants. iii) Single focus- The goal of advertisement should be the one and should be clear. Advertisement should revolve around it. iv) Conversational- Everyday conversational language should be used to engage consumers and also so that they can easily understand and relate to it. v) Original and Variety- The copy for the advertisement should be original and new. It should provide a fresh angle to an ad and should words should be creatively used to provide variety and attention.

Visual Elements

1.

Visual elements play an important role in creation of good ads. They help by:

Capturing readers attention. 2. Clarify claims made by advertising copy. 3. Identify T.A. clearly. 4. Convince readers about copy claim. 5. Arouse readers interest in headline. 6. Emphasize brands unique feature. 7. Creates positive impression. 8. Taking care of layout and work according to design principles.

Design Principles
Balance Unity Contrast Sequence Emphasize on proportion

COPY WRITING- PRINT

The following points should be kept in mind while writing copy for Print medium. Headline- Headline are the words in the leading position in the advertisement. They are positioned with an intent to draw readers immediate attention. Certain points to remember during print ads: a) Short and simple words not exceeding more than 10 b) Invitation to T.A. to provoke their interest c) Action Verb d) Enough information for T.A. to decide what the advertisement will help them to benefit. E.g.-

Subheads- They are smaller additional headline or Kicker. It has larger font than body copy and smaller than headline. Generally in Italics or boldface. Body copy- It is the text portion of an ad. It is estimated that only the 10% of readers read the body copy to attract readers attention. So, it should be interesting. It can be straightforward, narrative, dialogue, explanation, translation form. Call- outs, Tagline, Captions They provide continuity to an advertisement and helps in brand recall value. E.g.- Nike- just do it! Slogans, Logos, Seals- They are special design, mark of authenticity and provide brand

Print types

Newspaper It should include straightforward and informative information. Local retail advertising includes: What merchandising is available? What is on sale? Where you can get it? Writing structure to be brief and gives information about style, size and prices.

Magazine It includes better quality ad in terms of production. More care is to be taken during writing and testing ads strategy, copy and other elements. More informative and consumer can carry advertisement for longer period of time. Copywriters to craft copy aesthetically and it should emphasize the functional impact of high-quality design and production value that magazine offers.

Directories The directories ad is leveraging the brand identity being promoted in bigger campaign to create recognition and familiarity. Copywriters use headline to focus on the services or store personality rather than just stating the name of the store. Avoid complicated information because there is little space for explanation. Avoid putting information that are subject to change as directories is published only once a year.

Posters and outdoor materials Posters and outdoor boards are primarily visuals and includes less of copy. The copy and image should blend aptly. The words should catch consumers attention and lock in an idea, registering a message. Usually one liner of copy is present which serves both as a headline and product characteristics.

Product Literature/ Collateral Material They are used in supporting for ad campaign brochures and pamphlets. Also, are produced as a part of PR, sales promotion program. Heavy copy format is present with visuals in these. The body copy dominates most of the piece.

COPYWRITING- RADIO
Usage of different sounds, music and voices makes a good radio copy. Radio is referred as the theatre of the mind Scriptwriters make listeners believe in the message. Careful selection of words to: Describe the product/service Arrest the attention Generate desire Build desire among listeners

Guidelines for Radio Copy

Expand on introduction and work into part of selling offers. Describe fundamental aspects of product Emphasize benefits of owning the product(rational and emotional benefits) Explain the selling points that delivers desired benefits Communicate the enjoyment that comes from ownership. Mention disadvantages of not owning a product Close with punch line, invite to act, product theme. Have a powerful closure.

Tools in Radio Copywriting

VOICE- Voices are heard in jingles, spoken dialogues and announcements. Dialogues uses characters voices. E.g. Chacha Batule in 93.5 Red FM MUSIC- It lets consumers sing the selling message. This helps in building brand recall value. Therefore, a radio copywriter should understand the interplay of catchy phrases and hummable music that creates songs which stick in consumers mind. It helps to

SOUND EFFECTS sounds of racing cars, crash of waves, clicking of typewriter, cheers in the stadium creates images in our minds and cues the setting and action. It helps to memorize the advertisement setting easily. E.g.- Castrol Oil ad zoooom effect on the cars.

http://www.afaqs.com/advertising/creative_showcase/browse.html?media=Radio&ca tegory=---&txtStartDate=From+Date&txtEndDate=To+Date

Sample Radio ads:

COPYWRITING- TV
The copy for TV ads must be highly sensitive to ads visual aspect. Copywriters should analyze visuals, special effects, sound techniques that conveys the message with cleverest phrases or jingles.

Characteristics of TV copy
ACTION- 3D effects of action and motion attract T.A. attention and arouse their interest. DEMONSTRATION- Seeing is believing. Strong sales message that lends itself to demonstration increases creditability and persuade T.A. STORYTELLING- Narrative style of commercial engage the T.A. and thereby attract them. EMOTIONS- Ability to touch the feeling of T.A. makes TVCs amusing, entertaining, diverting and absorbing. Real life situations added with humour helped consumers glued to your product/service.

Guidelines for TV Copy

Use the video- Allow video portion to enhance the audio portion. Audio and Visual elements with copy makes TVCs effective. Support the video- Copy should blend with the video and should not repeat what video is displaying. Sell product/service and entertain T.A.- TVCs also can be entertaining and absorb T.A. Thus, persuasive message is required. Use copy judiciously- Do not overload words in the ad and use copy slightly. Be flexible- Copywriters should match copy with audio portion and keep it in accordance with

Reflects brands identity- A copy for TV medium ads should talk about brand values and personality. Build Campaign- Copy for particular advt. is evaluated for sustainable idea and helps in growth of brand.

Examples are:

http://www.afaqs.com/advertising/creative_showcase/index.html?id=27527&media=T V&type=Indian
http://www.afaqs.com/advertising/creative_showcase/index.html?id=27530&media=TV&t ype=Indian

COPYWRITING- TYPES

1.

Copies can be written in several forms, the following are:

Scientific Copy- Technical specifications of a product are explained in this copy. Generally drugs/ medicines and oil manufacturing companies use this copy as it inspire confidence among both professionals and layman. 2. Descriptive Copy- In non-technical manner product attributes are described. The copy uses direct active sentences.

3.Narrative Copy- The fictional story is created in this copy and the benefits of the product are emerged out of it. It has a strong appeal.

4.Colloquial Copy Here informal conversational language is used to convey the message. It could become a dialogue. In TV ads this copy is common.
5. Humorous Copy- Humor has been heavily used in advertising- especially in TVCs. But effective humor makes the advertisements noticeable.

6. Topical Copy- When the copy is integrated to a recent happening or event. Mostly political, national, sports, world news are extended in advertisements copy.
7. Endorsement Copy- A product is endorsed by an opinion leader who has a large following. Most celebrities are chosen, to promote the product or services. The consumer perception is heightened by celebrity

8. Questioning Copy- In this copy, several questions are put forward not to seek answers but to emphasize a certain attribute. E.g.- pastes, hotels, food etc.
9. Prestige Copy- The product is not directly advertised. Only a distinguished favorable atmosphere is created for the sale of the product. The copy is used to build an image. E.g.Vimal suiting.

10. Reason Why Copy It is known as an explanatory copy where the reasons for a purchase are explained. Each reason illustrates a particular attribute and its benefits to the consumer. One attribute is chosen and repeated for several times, each time an occasion is given to justify it. A compare-and contrast ad copy is also used. A visual used before consumption of product and then again impact (either by visual or copy) on consumer after the use of product

11. Wordless Copy- There are times, billboards with only an inscriptions like Amul. Otherwise, they are totally wordless. Wordless advertising is an example of non-verbal communication and are pictorially-oriented. E.g.Volkswagen

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