about copy writing for difft types of ads

1. TheArt ofCopywriting

2. Presented by –Priyam GuptaNazneenWahabManaliThombreKhushboo GandhiAyushi JainMonisha .I

3. “The cat sat on the mat”

4. is not a story.

5. “The cat sat on the dog’s mat,”

6. now that’s a story.(Gerry Miller, creative director, Dentsu)

7. Advertising is both art and science.

10. Copywriting

11. Illustrating

13. Problem finding

14. Preparation

15. Idea finding :

16. Idea production

19. Keil’’s six myths of creative people : Creative people are sophisticated and wordly. They are cultured, well read, and snobbish. Creative people are more intelligent than others. Creative people are disorganized Creative people are witty and seldom boring. Creative people are more involved with liquor and drugs than others are. Drugs and alcohol stimulates creative thinking.

20. COPY WRITING

21. Stages of Advertising development

22. JOHN CAPLES, member of advertising hall of fame . Caples states that: “ best ads are written from the heart.” “write down every idea that comes to your head, every selling phrase every key word. Write down the good and wild ideas. Don’t try to edit your ideas at the start. Don’t put a brake on your imagination”

23. Advertisement created by Caples (US school of Music)

24. Checklist of important guidelines for copywriting given by john caples Cash in on your personal experience. Organize your experience. Write from the heart. Learn from the experience of others Talk with the manufacturer Study the product Review previous advertising for the product Study competitors ads Study testimonials from customers Solve the prospects problem Put your subconscious mind to work Ring the changes on a successful idea

25. Use of successful idea Example : retirement annuity

26. Principles General copy principles Print copy principles Television copy principles Radio copy principles Outdoor copy principles Retail copy principles Business to business ads Advertising on the internet

28. one or two key ideas

29. idea unique to the brand

33. Too many scene changes

34. Scenes not well integrated

36. Key element: HEAD LINE (eg: FREE)

38. Headline and visual should complement each other to tell the story.

40. BODY COPY: detailed and specific(support the headline , readable and interesting)

41. Use of subheads and captions

42. Extra recall information: both picture and word make your little one happy, this birthday

43. Message of ads should be memorable ICY VODKA

44. Television copy principles Advantage of visual nature - use of demonstration, pack close-up and like. Message contained in picture is important. High recall score if contain more frequent visual representation of brand name, package, and key product attributes. High persuasion score(no. of shot goes up, recall, persuasion goes down) Camera angle: bigger picture-favorable ad

45. Radio copy principles Write copy to create picture in the minds eye of listener. Use of human voice, sound effect, humor, music. Mention brand name and key selling benefit early and often. Short words and short sentences

47. Outdoor copy principles Copy and visual: short, simple, strong and obvious. More recalls if have fewer words. On right hand sides of highways

48. Retail copy principles Must contain specifics about the merchandise being offered(exact size, colours, prices)

49. Business to business ads Should be informative, offer specifics, serious but not boring. Case histories: (how advertised brand helped someone else in similar situations.

50. Long copy ads are good, but should focus on single benefit and should have single dramatic image. Coupon or phone no.

51. Advertising on the internet Advertisements on internet and worldwideweb Another avenue of electronic commerce Homepages to be accesed by web browsers,

53. Involves decisions as to what “identification marks” to include.

54. These fall into one of the three categories:Company or trade name Brand name Trademarks

55. 1.Company or trade name:eg Del monte Levi strauss

56. Trademarks,service marks and certification marks like “Good Housekeeping” seal of approval must also be considered for inclusion in the visual materials.

57. Using a caricature or identifying symbol The Green Giant Pillsbury doughboy Mr.Peanut

59. Easy to remember

60. Easily readable

61. Easily speakable

62. Easily adapted to any media

63. Suitable for export

64. Subtle

65. Has no pleasant connotations

67. Color

68. Artwork

71. It involves descision as to how the various components of headline, illustration,copy,and identification marks are to be arranged and positioned on the page.

72. The size of the advertisement will obviously have an effect on this descision.

75. 5 COSIDERAIONS TO BE TAKEN INTO ACCOUNT WHIL DEVELOPING PRINT LAYOUT

76. 1. BALANCE: The arrangement of elements to achieve a pleasing distribution or visual impression. 2. CONTRAST: Using different sizes,shapes densities, ad colors to enhance attention value and readability. 3. PROPORTION: The relation of objects to the background in which they appear and to each other. 4. GAZE-MOTION: The headline,illustration,copy and identification marks in that order will usually provide the most logical sequence for gaze-motion.

78. keeping the layout unclutterd

80. CLASSIFICATION OF PRINT AD LAYOUT STYLES PICTURE WINDOW(ALSO CALLED AYER #1) MONDRIAN/GRID TYPE SPECIMEN COPY-HEAVY FRAME SILHOUETTE MULTIPANEL CIRCUS REBUS

81. Mondrain/Grid Picture Window

82. Copy-heavy Type-specimen

83. Frame Silhouette

84. Multipanel Circus

85. FORMS OF LAYOUT OF A TELEVISION COMMERCIAL PRIMITIVE COMPREHENSIVE

86. TYPES OF TELEVISION COMMERCIALS STORY LINE PROBLEM CHRONOLOGY SPECIAL EFFECTS TESTIMONIAL SATIRE SPOKESPERSON DEMONSTRATION SUSPENSE SLICE-OF-SLICE ANALOGY FANTASY PERSONALITY

87. In testimonials ,spokesperson and demonstration commercials the credibility of the source and/or the mode of presentation are likely to be most important structures In storyline , problem solution, chronology and analogy structures, focus would tend to center more o n the type of argument(for eg : one-versus two sided or refutation)or the order of argument(primacy-recency , stating a conclusion) dimensions

88. Orientation TESTIMONIAL PERSONALITY SPOKESPERSON SLICE-OF-LIFE STORY-LINE FANTASY DEMONSTRATION SPECIAL EFFECTS PROBLEM SOLUTION SATIRE CHRONOLOGY SUSPENSE ANALOGY EMOTIONAL ORIENTATION FACTUAL ORIENTATION

89. HENRY LASKEY,ELLEN DAY,MELVIN CRASK

93. It pays to protect favorable image in the long run.

94. Every advertisement should contribute in enhancing the brand image.

97. He actually used clients to represent their own product:Commander Whitehead for Schweppes Tonic Helena Rubinstein for her line of cosmetics

99. He used Queen Elizabeth and Winston Churchill in “Come to Britain” advertisements.

101. 7. Committees can criticize advertisements, but they cannot write them. 8. If you are lucky enough to write a good advertisement, repeat it until it stops pulling. 9. Never write an advertisement which you don’t want your own family to read. 10. Don’t be a copy cat. 11. The image and the brand comprises of the total brand personality.

103. There are certain execution characteristics that can be identified:Bernbach did not talk down to an audience. An audience is respected. The approach is clean and direct.You must be as simple, and as swift and as penetrating as possible. Advertisement should stand out from others. Nobody is going to see the ad if it is not said with freshness, originality and imagination. Humor sells and can be used to gain attention.

104. THE UNIQUE SELLING PROPOSITION Each product develops its own USP and uses whatever repetition is necessary to communicate the USP to the audience. The concept was given by Rosser Reeves. Rosser believed when a good USP is found, the development of the actual advertisement becomes relatively an easy process.

105. THREE GUIDELINES TO THE DEVELOPMENT OF USP First, the proposition needs to involve a specific product benefit. Second, it must be unique, one that competitors are not using. Third, it must sell. It therefore must be important enough to influence the decision process.

106. Reeves approach towards usp Reeves relied heavily on product research to support specific claims(elaborate experiments) E.g. Ted Bates and Colgate Once an effective USP is found, it should be retained over a long duration. Such a philosophy requires vigorous defending, especially when a client gets tired of a campaign.

107. Criticism of reeves approach The approach was undoubtedly successful. However, the approach is highly controversial. The style and its repetition was objectionable to the audience. The use of USP was troublesome in political campaigns.

108. LEO BURNETT The Common Touch

109. BURNETT’S APPROACH According to Burnett “not only is great copy deceptively simple- but so are great ideas. The best copywriters have the ability to put known and believable things into new relationships.