Copy DevelopmentCopy Developmentand Executionand Execution

Asia-Pacific Marketing FederationAsia-Pacific Marketing Federation

Certified Professional MarketerCertified Professional MarketerCopyright byCopyright by

Marketing Institute of SingaporeMarketing Institute of Singapore

OrganizationOrganization

1. Copywriting1. Copywriting2. Illustrations2. Illustrations3. Layout3. Layout

CopywritingCopywritingThe activity of actually putting words to paperThe activity of actually putting words to paper

The HeadlineThe Headline Usually the 1st and only chance to Usually the 1st and only chance to

communicate with audiencecommunicate with audience

Headlines aim to:Headlines aim to:(a) Attract reader’s attention(a) Attract reader’s attention(b) Convey essence of message(b) Convey essence of message(c) Stimulate sufficient interest(c) Stimulate sufficient interest(d) Segment/select the mkt(d) Segment/select the mkt

Types of HeadlinesTypes of HeadlinesDIRECT HEADLINESDIRECT HEADLINES1. 1. NewsNews

– Direct, straight sellingDirect, straight selling– No gimmicksNo gimmicks– Pertinent and timelyPertinent and timely

2. 2. Product ClaimProduct Claim– Appeals to reader’s self interestAppeals to reader’s self interest

3. 3. AdviceAdvice– Aims to solve reader’s problemAims to solve reader’s problem– Usually accompanied by promise of resultsUsually accompanied by promise of results

4. 4. Prospect SelectionProspect Selection– Selects out target marketSelects out target market

5. 5. Product or Brand NameProduct or Brand Name– Name sellsName sells

INDIRECT HEADLINESINDIRECT HEADLINES6. 6. CuriosityCuriosity

– Appeals to the unusualAppeals to the unusual– How? Use questions, provocations, how-to How? Use questions, provocations, how-to

statementsstatements– Need good visuals to motivate audience to read Need good visuals to motivate audience to read

furtherfurther

Checklist for WritingChecklist for WritingEffective HeadlinesEffective Headlines

Specific & to the point, not general & applicable to Specific & to the point, not general & applicable to any product or situationany product or situation

Co-ordinated with other elements in the adCo-ordinated with other elements in the ad Understandable at a glanceUnderstandable at a glance Have words or cues to help select prospectsHave words or cues to help select prospects Have some promise of rewardHave some promise of reward Action-impellingAction-impelling Don’t use trick typographyDon’t use trick typography

The Body CopyThe Body Copy

The rest of the ideas -- Heart of the messageThe rest of the ideas -- Heart of the message Reinforces the headlineReinforces the headline Aims to persuade reader to accept the brandAims to persuade reader to accept the brand Difficult to get audience to readDifficult to get audience to read

Types of Copy ApproachesTypes of Copy Approaches

1. 1. Straight-line CopyStraight-line Copy– Straighforward, informativeStraighforward, informative– Mainly for industrial & high-involvement productsMainly for industrial & high-involvement products

2. 2. Narrative DescriptionNarrative Description– Account of experience with problem & solutionAccount of experience with problem & solution– Monologue or DialogueMonologue or Dialogue

3. 3. Implied SuggestionImplied Suggestion– Lets reader draw conclusionLets reader draw conclusion

Guidelines toGuidelines toEffective Body CopyEffective Body Copy

1.1. Show benefit to readerShow benefit to reader

2.2. Write to one person Write to one person

3.3. Involve reader in the message Involve reader in the message

4.4. Create credibility and believability Create credibility and believability

5.5. Write concisely, clearly, and simply Write concisely, clearly, and simply

6.6. Avoid negative words & sentences Avoid negative words & sentences

The artworkThe artwork

Sometimes, it is the messageSometimes, it is the message

Illustrations should:Illustrations should:

(a) tie into self interest of target audience(a) tie into self interest of target audience

(b) be relevant to copy theme and product (b) be relevant to copy theme and product

(c) accurate and plausible(c) accurate and plausible

(d) include at least part of the product(d) include at least part of the product

IllustrationsIllustrations

Types of IllustrationsTypes of Illustrations1. 1. The Product Alone The Product Alone

– Used when product has intrinsic characteristics Used when product has intrinsic characteristics that command attentionthat command attention

2. 2. The Product in SettingThe Product in Setting– Setting imply satisfying product useSetting imply satisfying product use

3. 3. The Product in Use The Product in Use – Demonstrate how to use productDemonstrate how to use product

4. 4. Benefits of Using Product or Costs of Not Using Benefits of Using Product or Costs of Not Using ProductProduct

Types of Illustrations (cont’d)Types of Illustrations (cont’d)

5. 5. Dramatizing Need Dramatizing Need – Used when need is not obviousUsed when need is not obvious

6. 6. Explaining Product UsesExplaining Product Uses7. 7. Featuring Product DetailsFeaturing Product Details

– Product improvementProduct improvement8. 8. Comparison Technique Comparison Technique

– Before vs After product useBefore vs After product use9. 9. Dramatization of HeadlineDramatization of Headline

Guidelines for Effective IllustrationsGuidelines for Effective Illustrations

1.1. Photographs work better than other art forms Photographs work better than other art forms

2.2. Color works betters than black & whiteColor works betters than black & white

3.3. Action illustrations enhance readership Action illustrations enhance readership

4.4. Size & arrangement of illustrations important Size & arrangement of illustrations important

Involves bringing headline, illustration, and body Involves bringing headline, illustration, and body copy togethercopy together

Need to blend togetherNeed to blend together Shows where each ad element is to be placedShows where each ad element is to be placed

LayoutLayout

Types of Layout:Types of Layout:1.1. Standard or picture windowStandard or picture window

– Top:Top: IllustrationIllustration

– Middle:Middle: HeadlineHeadline

– Bottom: Bottom: Body CopyBody Copy Most commonMost common Greatest readership

2.2. PosterPoster Bold visual bled at edgesBold visual bled at edges Used when extremely visual with limited copyUsed when extremely visual with limited copy Creates image, mood, feelingCreates image, mood, feeling

3.3. Copy-heavyCopy-heavy Little or no illustrationLittle or no illustration Used when topic is involving, seriousUsed when topic is involving, serious 4.4. Multipanel or picture sequenceMultipanel or picture sequence Several pictures cover most of ad Several pictures cover most of ad Heavy visualHeavy visual

Guidelines for Effective LayoutsGuidelines for Effective Layouts

1.1. Write in lower case, using capitals as called Write in lower case, using capitals as called for by rules of grammarfor by rules of grammar

2.2. Set type from left to right, not top to bottom Set type from left to right, not top to bottom

3.3. Set type horizontally rather than diagonally Set type horizontally rather than diagonally

4.4. Set type on white background instead of Set type on white background instead of superprinting over illustrationsuperprinting over illustration

Guidelines for Effective Layouts Guidelines for Effective Layouts (cont’d)(cont’d)

5.5. Print black letters on white background rather Print black letters on white background rather than using reverse type or colored typethan using reverse type or colored type

6.6. Use narrow columns of copy rather than Use narrow columns of copy rather than having lines run across the pagehaving lines run across the page

7.7. If several illustrations are used, each should If several illustrations are used, each should have a captionhave a caption

Considerations in Print LayoutConsiderations in Print Layout1. 1. BalanceBalance Formal vs InformalFormal vs Informal Formal: Everything is symmetricalFormal: Everything is symmetrical Informal: Some slight imbalance to generate eye Informal: Some slight imbalance to generate eye

movement and more excitementmovement and more excitement

2. 2. ContrastContrast For emphasisFor emphasis

3. 3. White SpaceWhite Space Creates prestigeCreates prestige

4. 4. Gaze-motion Gaze-motion Logical sequence: top left to bottom rightLogical sequence: top left to bottom right Eyes direct other eyesEyes direct other eyes Pointing devices Pointing devices Size (big to small) Size (big to small)

5. 5. CompositionComposition Picture:Picture: 50%50% Headline:Headline: 10 to 15% 10 to 15%