Creation Stage

1. Idea generation
2. Copywriting
3. Layout
 Advertisement Copy

 Copy is the soul of advertisement.

 An advertising copy is all the written
or spoken matter in an advertisement
expressed in words or sentences and
figures designed to convey the
desired message to the target
consumers.
 Advertisement Copy

 ‘Copywriting is a specialized form

of communicating ideas that are
meant to serve the requirements of
modern marketing’
-George Clarke
Requisites of Effective Advertisement Copy

1. Attractive
2. Interesting
3. Retention value
4. Suggestive
5. Educative
6. Believable
7. Appropriate appeal
Attribute of Effective ad
Copy
F.W. Jefkins said a good copy should
comply with the following guidelines –

a. Be precise
b. Be concise
c. Aim to sell
d. Be sincere
e. Addressed to the right audience
f. Influence the reader’s thoughts and / or
action
g. Stimulate interest
h. Creative desire
i. Inspire confidence
Components of Advertising Copy

Necessary elements of Copy for most advertisements

( by Philip W. Burton and G. Boumankreer in Advertising
Copywriting )

 The Headlines
 The Subhead – all ads don’t need
 The Body Copy – details regarding the functions of
 products / services Its benefits
 Captions – less important than main selling point, small units
of types used with illustrations, coupons and special offers
 The Blurb – a balloon – out of speaker’s mouth
 Boxes and Panels
 Slogans , Logo types and Signatures
 HEADLINES

Headline – is a line set in large type to get

readers’ attention and lead into the Body
Copy.

Effective Headline must –

1. Attract Attention.
2. Engage the Audience
3. Explain the Visual
4. Lead the Audience into Body
5. Cue the Selling Message

It is the only Copy in Outdoor Ads.

 HEADLINES

Headlines are of several types –

News Headline - Talk about new price, new
product or new address.
Benefit headline – Benefit offered by the
product.
Emotional Headline – Carry emotional appeal.
Curiosity Headline – Use humor, mystery,
alliteration, and play on words.
Slogan Headline – Reproduce company's slogan,
sometimes product label or logo may be used.
Directive Headline – Provoke a customer to
action. Highly suggestive.
Horn- blowing Headline – Make claims about
company’s achievements.
 Body Copy

Print Text is described as either Body or Display

Copy.
Body – Text of the brand message.
Display – Copy larger than that of body copy.
Meant to entice readers’ into reading the Body
copy.

It includes –
1. Sub-heads
2. Picture Captions
3. Underlines
4. Over Lines
5. Slogans
6. Tag Lines
7. Call outs
 Body Copy

1. Sub-heads, Underlines or Over Lines -

Second line supporting Headline. Lead into
it or Expand on it.
2. Picture Captions – Verbal explanation of
visuals.
3. Slogans – is a clever phrase that serves as
a reminder of a brand, company image or
campaign theme. Easy to remember. Many
headlines are made like a slogan.
4. Tag Lines – Printed which may be found at
the end of the Ad. A call to act or A slogan.
Summarizes a company’s Big Idea.
5. Call-outs – Mini captions positioned around
an illustration to help in explaining or
emphasizing certain elements in an
illustration or picture.
 Body Copy

Body Copy has many formats –

1. Narrative Copy – Uses a Story.
2. Straight-line Copy – Starts from where the headline
has left off.
Develops selling points for the product.
3. Dialogue Copy – Uses a conversation between
characters.
4. Monologue Copy – Carries what the character says.
5. Picture & Caption Copy – Relies on visuals to narrate
the story.
Captions that accompany are supportive in nature.
6. Cross leads – Bold type used as a paragraph heading
to make
the body copy more readable.
Elements of Advertising Copy

1. Headlines
2. Sub heads
3. Illustrations
4. Slogans, logo types &
signatures
5. Body copy
6. Blurb
7. Boxes and panels
8. Identification mark
9. Closing idea
✔ Copy
✔ headline
✔ subhead
✔ body copy
✔ Slogan
✔ Logo
✔ Visuals
✔ Copy
✔ headline
✔ subhead
✔ body copy
✔ Logo
✔ Visuals
✔ Copy
✔ headline
✔ subhead
✔ body copy
✔ Slogan
✔ Logo
✔ Visuals
Broadcast Advertising
Copy

Broadcast Ad-copy

Radio ad Television ad
 Radio Ad-Copy

 Steps in preparation of radio ad-copy:-

1. Collecting necessary information
2. Deciding length of radio-copy
3. Script writing
4. Selection of announcer and musician
5. Recording of ad-copy
6. Editing
 Television Ad-Copy

 Steps in preparation of TV ad-copy:-

1. Collecting required information
2. Deciding the length of TV ad copy
3. Script-writing
4. Selecting the creative team and
shooting of ad film
5. Editing
 Radio Ad-Copy

 Radio a Transitory Medium

 Very short time length.
 Urges copywriters to reach into the depths
of imagination & to create a clutter
busting idea.
 It’s the theatre of the mind.
 It is like a musical play performed before
an audience whose eyes are closed.
 Radio Ad-Copy

Tools of Radio Copywriting –

1. Voice
2. Music
3. Sound Effects

Voice -
Voices used in Jingles, spoken dialogues
and announcements.
Relies on conversational style & vernacular
language, short sentences.
 Radio Ad-Copy

Music –
 Copywriters have a sense of the imagery of
music and the role it plays in creating
dramatic effects.
 The primary use of music is in support of
jingles which are commercials in song.
 Jingle Houses are companies that specialize
in writing and producing commercial music,
catchy songs about a product that carry the
theme and product identification.
 Radio Ad-Copy

Sound Effects –

These are described in a radio script.

These are important in making a commercial
attention getting and memorable.
These effects can be original or can be purchased
from libraries.
 TV Ad-Copy

Tools of TV Copy –
1. Video

2. Audio
 Voice

 Music

 Sound Effects
 Television Ad-Copy

Script & Story board –

A TV script is prepared by the
copywriter.
Written version of the Plan.
A Storyboard is drawn by the Art
director.
Visual version of the Plan.
 Layout

 A layout is a miniature sketch or the proposed

advertisement
 According to Mr. Otto Kleeper, ‘layout’ means
two things ; in one sense, it means the total
appearance of the advertisement-its design
and the composition of its elements; in
another sense, it means physical rendering of
the design for the advertisement- its blueprint
for production purposes.
 Functions of the Layout

1. It organizes all the elements

2. It brings together copy writer & art
director
3. It enables the advertiser to visualize
his future advertisement
4. It acts as a guide to the copy
specialists
Principles of Good Layout

1. Principle of balance
2. Principle of rhythm
3. Principle of emphasis
4. Principle of proportion
5. Principle of unity
6. Principle of simplicity
Preparation of layout

1. Sketch
2. Rough layout
3. Finished layout
4. comprehensive layout
5. Dummy layout
 Format of layout

Creative people are free to use any

layout
It depends on factors like –
 The nature of the product
 The size of the Ad.
 The message content in the coy
 The readers’ expectations
 Format of layout
Some Print Layout designs are as follows:
1. Picture Window –
It consists of a big picture, little space is
allotted for the text
1. Mondrian –
In this the layout is divided into
rectangular blocks with the help of visible
lines and bars. Here proportion is given
more importance than the sequence of
viewing. It is also called Grid Layout
 Format of layout

Type Specimen –
This layout as the name indicates consists of text
in large font and with no artwork
Copy Heavy –
This is characterized by a large amount of text
and less artwork or no artwork. Used in case of
large and complex message.
Frame –
In the Frame layout, the headline is highlighted
with the use of a frame i.e. a simple box or some
pictures. The frame can be applied to the copy
also.
 Format of layout

Multi panel –
It consists of a series of equal sized
compartments, carrying pictures accompanied
by captions. A sequence of pictures is used to
narrate the message / story of the Ad. The
captions may be depicted as speech balloons.
 Format of layout
Circus –
The layout consists of a variety of contrasting
elements – some visual elements, a bold
headline and lots of colours. Its designing is
complex and requires a skilled designer.
Grunge–
It makes use of lots of pictures, photos and
diagrams to convey the message. At the end
some supporting text might be included.