Final Copy Writing[1]

8/8/2019 Final Copy Writing[1]

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COPY WRITING

WRITING FOR PRINT MEDIA


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GROUP MEMBERS

PRIYANKA JETHWA -RASHI SHARMA - 20

RICHA SHAH - 16SNEHA SHAH - 17TORAL MISTRY -


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W HAT IS COPY WRITING ??

Copy is the textual element in advertising. InPrint Ads it consists of written words.Copy writing is considered the soul of advertising.Copy has the power to create an infinitely greatervariety of images, symbols than any othermedium of communication.The purpose of copy is to persuade bycommunicating and hence it is the key thatopens the minds of the consumers.


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Q UALITIES OF A GOOD COPY WRITER

Intelligence: It is believed that intelligence is influencedmore by environment than genes. It is necessary for anycreative job.

Imagination : It is difficult to teach a person to be

imaginative. Imagination is the ability of the mind to attainits potential power and expand its brain power.

Observation: It can be developed through desire and effort.We have to train ourselves to observe the various details inour environment.

Objectivity: Is the ability to see a situation from all the sides.

D etermination: Is the resolve that brings about action, whilepersistence is the steady application of action towards a goal.


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Patience: It comes out of conviction and self

confidence which is usually the result of experience.

Curiosity: Curiosity can become the backbone of

the search in human behavior. It is essential foran advertising man to have interest in humannature.

Self Confidence: Is the result of good work andmakes it possible for copy writers to attaingreater success.


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Integrity: It is the core of a persons personality.It is the set of rules that an individual hasaccepted as his code of conduct.

V erbal Skills: Are a result of good vocabulary aswell as self confidence.

Humility: It is important characteristic thatensures that a copy writer constantly learningand never becomes over confident.

Empathy: It ensures that the copywriter can seethe proposition from the customers point of view.


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H OW TO WRITE AN EFFECTIVE COPY ??

Think through the objectives of the ads.

Gather all the necessary facts about the product,the prospects and the purchase transaction.


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ELEMENTS OF COPY WRITING


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HEADLINE

The headline is the most important element inmost ads. The effective headline will tell what the

product, service or idea can do for the product.The headline helps the reader to decide whetherto the body copy.


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F UNCTIONS OF A H EADLINE :

The headline is to attract the attention of customers.

The headline allows the reader to sort out whichad is of interest and which is not.

A headline must be relevant to the illustration

and tell you something more about the contentsof the body copy.

Headlines provoke readers to read the body copy.


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E SSENTIALS WHILE WRITING HEADLINE

Appeal to readers self interest.

Try to inject news into the headline.

Include the brand name in the headline as thiswill help the headline to sell the product.

Include USP of the brand in the headline.

Headlines should arouse curiosity.


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D IFFERENT TYPES OF HEADLINES

News style: The most common method of directselling in headline is the news approach. In thisthe copywriter picks out the most outstandingfeature and has to communicate it with the use of minimum words.

D irect Benefit: This is simply a statement of the most important benefit offered by the productto the consumer. E.g. Colgate sensitive

Emotional : A common approach to headlinewriting is to appeal directly to the emotions of the reader. E.g. Dairy milk ad during Rakshabandhan.


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D irective and Command Headlines : This

type of headline is used when you wish to getimmediate action from your readers. Words suchas go now, dont wait, act while they last",are command phrases that are used effectively incertain types of ads. E.g. ICICI Prudential.

Selective Headline: This headline appeals to aspecific target audience. E.g. Horlicks for women,Bournvita for 3-5yrs kids.

Advice: Also called how to headline it givesreaders ideas on how to make their lives easierand more comfortable. E.g. Durian furniture.


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Curiosity : This headline arouses curiosity about theproduct or service that it is advertising.

G immick : Sometimes to get attention a copywritermay use an appeal that has no relationship with theproduct but is effective in attracting the attention of readers.

Slogan, Label, Company And Brand Name

Positive v/s Negative Headline

Question Headlines : It can directly address thereader and involve the reader into a discussion thatanswer the question. E.g. Complan ad


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OVER LINE

Over line is also called a lead-in. It is placedabove the main headline and is usually in asmaller type.


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SUBHEADS

A copywriter would like to tell some importantfacts to the customers, but he cannot do it in theheadline because of less space. Such informationis displayed in smaller type than the headline,this is known as a subhead.


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B ODY COPY

The body copy has to build on the headlinepromise and convincingly support the promisedbenefit. The body, in short, has to stimulatebuying.

A copywriter has to follow the two-step procedurewhile writing a copy, that is :

(a) Think through the objectives of the ad(b) Gather all the necessary facts about the

product, the prospects, and the purchasetransactions.


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F UNCTIONS OF BODY COPY

To elaborate the headline idea.

To explain convincingly the reason why the

product or service should be bought, that is, thepurpose of copy is to persuade by communicating.

Copy should also elaborate on the illustration.

E.g. Picture, Mascot.


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H OW TO WRITE EFFECTIVE BODY COPY

Make copy Interesting : A copywriter has toinduce consumers to read the copy. Using theyou approach that is looking at the copy fromthe point of view of the reader is one way toincrease consumers interest.

F ollow the Headline and Illustration : Copydirection and flow will depend upon the headlineand illustration.

Make copy Believable : Believability is veryimportant in selling any kind of product.


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Copy should be specific and clear: It is moreeffective when copywriters use specific, to-the-pointclaims.E.g. HP laptops

Make copy simple: Using long words may be

appropriate while writing a piece of literature, butadvertising copy has to be simple and easy tounderstand. When you write your copy say to yourself "will this understood by my barber or by the mechanicwho fixes the car??

Copy should be Concise: Though it is not essentialto write short copy to be effective, even long copy canbe effective if it presents several different sellingpoints in a concise manner.


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Involve the reader to make him experiencethe product: An excellent approach tocopywriting is to describe what happens whenthe consumer uses the product. Using words andpictures, the copywriter allows the reader toenjoy the product even before he purchase it. E.g.

Amul ice-cream.

U se active words that brighten the

advertisement : To make the languageinteresting, the copywriter must use short ratherthan long words or dynamic words.


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T YPES OF COPY

Straight line copy : straight line or factual copyis one of the most popular types. This approach isuseful when you have something definite to saythat consumers are interested in reading.

Teaser copy : While introducing a new productor service advertisers sometimes use a technique

known teaser copy. E.g. Surf Excel White wash


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Testimonial copy: In testimonial advertising, asatisfied user of the product or service acts as asales person for the advertiser. E.g. Ponds AgeMiracle ad

Narrative copy: This is a story type of technique. It positions the product within a storyor some important situation.


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D ialogue/Monologue copy: This is a copy stylein which the characters illustrated in your ad todo their selling in their own words. The copy usesblurbs to communicate the message. E.g. Airwick

Mood copy: This copy appeals only to theemotions. It never uses rational appeals and itprovides no facts, information and reason why.E.g. Cosmetics, perfumes


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Reason why copy: This copy uses a rationalappeal. It tells you precisely what the productoffers and gives you reasons why to buy theproduct. E.g. Godrej hairdye

Announcement copy: Several ads simpleannouncements of an event or the arrival of aproduct.


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Humorous copy: Humour is an effective sellingtool especially on television. Humour combinedwith interest can provoke an effective response.E.g.Happydent

Institutional copy: Institutional ads promotethe reputation of the institution.

E.g. GNIIT ad


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Reminder copy: Reminder advertising is usedfor established well known brands. It does notattempts to sell the product but to remind theconsumers of the products. E.g. Amul butter

Picture and caption copy: In this a series of pictures are used with the captionscommunicating the sales message. It is like astory of a comic format which involves the readerand has high visibility.


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Contests copy: Sweep stakes and contest copyin which several prices are offered are becomingvery popular in recent times E.g. Vijay sales

Prestige copy: In this type of copy the productsis placed in a prestigious setting and is presentedas a high value status symbol. E.g. Porsche car


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CAPTIONS

Captions do form part of copy text.

Captions are small sentences that seem to comeout the mouth of the people shown in the ads.


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E SSENTIALS OF CAPTION

It should be Concise, Simple, Specific, Personal,Clear.

Make it Believable, Interesting, Persuasive.


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SIGNATURES

This is the final message in the ad that lendscredibility to the ad.

A signature tells you who makes the product thatis advertised.


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LOGOTYPE

When advertisement dose not carry thecompanys name, its signature is usually theproducts name.


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SLOGANS

A slogan a small attractive phrase used in the adto sum up the advertising message in a fewwords.

Ideally the slogans should be short.

The words must be simple, clear and easy

to remember.


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B ASIS FOR WRITING A SLOGANS

Slogans can be used to build trust andconfidence. E.g. The name you can trust

-MAFAT L A L .

Slogans to guard against substitutes. E.g. Whenits Philips, you can be sure.

Slogans emphasizing sales of the product. E.g.Indias largest selling soft drink concentrate-RASNA.


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Slogans emphasizing the comfort andconvenience. E.g. L et your skin talk.- KAYA SKIN C L INIC

Slogans based on pride and possession. E.g.

Slogans emphasizing name of the brand.

E.g. Only VIMA L .


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F UNCTIONS OF SLOGAN

Aided memory recall : It should be easy andpleasant to remember. E.g. I L O VE Y OURASNA.

To describe the use of a product.

To suggest the products special advantage or

unique benefit. E.g. On time, every time.- DHL

To suggest increased use or frequency of use.


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To stress the quality of the product. E.g. Thetaste of India.-AMU L

To build name and goodwill of the company. E.g.The worlds favorite airline.- BRITISH AIRWAYS.

To stress market leadership.

To emphasize international standards. E.g.World champion lubricants- CASTR O L


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Final Copy Writing[1]

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