Advertising

1. Copywriting and testing

2. • Copywriting is the skill of choosing the right
words and technique of arranging them
smartly to promote business, product, service,
idea, or a person.
• Advertising copywriters use the written word
to help sell goods and services. From catchy
headlines to compelling copy to the call to
action, copywriters can be the key to turning
viewers and listeners into buyers.
• Advertising copywriting is essentially the art of
creating written content that accompanies the
visual portion of an advertising campaign.

3. • Advertising copywriting is based on the idea
of marketing a particular product to a specific
consumer audience. Written advertising copy
can be found in many different media types,
including:
• Posters
• Television commercials
• Radio advertisements
• Websites
• Brochures

4. • In order for advertising copy to be successful,
it must work well with the visual portion of
the campaign. Copywriters need a working
knowledge of the product, including its
strengths and weaknesses, in order to most
effectively write copy for a campaign.
• This also includes using knowledge of
consumer behavior and market segmentation
to properly target the advertising copy to a
specific audience.

5. • The execution of the message is successful
only when the advertising copy is styled
appropriately to the particular medium in
which it is being used. For example, the copy
for a radio advertisement would be different
from a television commercial because the
television copy is accompanied by visual
images

6. Creativity:
• Because we live in an over-stimulated world,
those in advertising copywriting must employ
both creativity and uniqueness in order to
successfully draw in the consumer.
• The challenge is to produce creative copy
while also remaining factual. Creative
advertising copy that is based on client or
market research and works well with the
visual portion of a campaign can be invaluable
to the marketing of a particular product.

7. • Copywriting is the art of creative and
persuasive writing that goes a long way to sell
the product or an idea. One of the most
traditional, but successful techniques of
copywriting is “AIDA” i.e. Attention, Interest,
Desire, and Action.

8. Following are the techniques of persuasive copywriting −
• Use Action Words − Such as watch, look, ask, get, etc.
• Use of Buzzwords − Normally, buzzwords are eye-
catching such as now, today, etc.
• Use Exciting or Emotive words − Such as amazing,
wonderful, beautiful, etc.
• Use Alliteration − Use meaningful words of similar
sound. For example, Don’t be vague, ask for Haig.
• Use Colloquial words − Colloquialisms in copywriting is
pretty popular and effective. For example, ‘Pick ‘n
Choose.’
• Use Punctuation − Proper use of punctuations and
grammar is an important aspect so that you can pass
the right message.

9. Classification of advertisement copies
• There are various styles in which a copy can be
prepared and presented. The
following classification of advertisement
copy may be studied
• Descriptive Copy – This type of copy describes
the pertinent and relevant characteristics
features of the product. It is very simple and of
non- technical nature. It does not have any
specialty which can attract the attention of the
target consumers or may compel them to read it.

10. • Scientific Copy – Such types of copies are
technical in nature and generally used by
drugs and pharmaceutical firms elaborating
the propositions of properties and
constituents of the product. It provides full
information about the product and the
producer.

11. • Institutional Copy – Institutional
advertisement copy aims at selling the name
of the advertiser or the institution that is
producing or selling the products or services.
The main objective of such type of
advertisements is to create, maintain or
increase the goodwill of the product or of
brand or of the department or of the selling
house as a whole, Institutional copy invites
the target consumers to the selling outlet.

12. • Topical Copy – Herein and attempts is made
to appeal to the general public by linking the
theme of the copy with some current event
but it should not look absurd. It commands a
good deal of interest because of that
sensational event which lives in the minds of
the public.

13. • Reason why Copy – This type
of advertisement copy offers the readers
reasons why they should buy the advertised
goods. It narrates the positive points of
difference from other brands of the same
product category in an endeavor to convince
the reader from product‟s qualitative aspect.

14. • Human Interest Copy – It makes its appeal to
the emotions and the senses rather than to
the intellect and judgment. Sympathy fear,
bonus, curosity and other emotional appeals
like appeals to the senses of sight hearing
touch taste, and smell are used in such type of
copy.

15. 1. Humorous Copy – It exploits the sense of
humor of the people. It turns the reader
laughter. All examples and statements in such
copy are fully to make the reader smile.
2. Fear Copy – It appeals to the sense of fear
and arouses the interest of people to save
their lives, properties and other belongings.
3. Story Copy – In such a copy a story is
narrated me a very interesting manner to
create manner to create an impression in the
minds of the people about the product.
Experience of customers can also be narrated
in the story.

16. • Colloquial copy or Conversational Copy –
The colloquial copy presents the message in
the way of conversation. It uses an informal
language and conversation takes place in
terms of “I” and “You” with personal
reference to reader and the advertiser. In
such copy the style is one of a personal talk
or one of an eyewitness account.

17. • Personality Copy – This copy attempts to
encase the opinion of personality – real or
imaginary – about the product. Usually the
personality is real. The photograph of the
personality (a person specialized to concerned
field) is given with the text of the copy with a
view to convince the readers through the
moral influence of his name. Invariably, such
copy shows a certificate or a testimonial of
such influential person.

18. • Prestige Copy – This pattern is usually for in
institutional advertising which aims at creating
an atmosphere about the product or the firm
and may not directly advise the product for
sale. Such a copy is occasionally used and is
very much similar to the personality copy in
impression which also strives to enhance the
prestige of the advertising firm indirectly by
visualizing the name of the eminent
personality.

19. • Educational Copy – The copy is designed to
educate the general public about the
attributes of the product. Usually introductory
appeal is made in this style when the product
is introduced in the market for the first time; it
is the duty of every producer or advertiser to
tell everything relevant about the product to
the public in such a manner that it may get a
warm welcome among customers.

20. • Suggestive Copy – A suggestive copy tries to
suggest or convey the message to the readers
directly or indirectly to pursue them to
purchase the product. It is useful where the
reader is confused about the quality of a
product brand and is not in a position to take
a decision about the purchase of the product.

21. • Expository Copy – Just opposite of suggestive
copy it expository copy. It does not conceal
anything about the product but exposes. The
message is quite clear and it needs no
inference, no taxing on mind, no thinking,
Even a cursory glance rakes it quite easy to
remembers or to pick – up.

22. • Questioning copy – Questioning copy as the
term suggests. in Corporate a series of
questions expected to be answered by them
readers. The advertiser puts no narration,
statement or reason of its own in order to
pursue the readers to buy the product. The
question arouses the curiosity in the minds of
the readers and makes them think of it.

23. Essentials of a good copy
• The effectiveness of advertisement lies in how
well the advertising message is developed.
Advertising copy may be defined as all the
written or spoken matter including figures etc.
which are made to convey desired message of
advertiser to target customers. It includes
headings, sub-headings, pictures, slogans and
body etc.

24. The main characteristics of a good
advertisement copy are:
• Attention Value – An advertising copy must
attract the attention of the prospective
customers, otherwise all the efforts and
expenses on advertisement will go waste. For
holding attention use of illustrations, colours,
novelties and display are useful.

25. • Interest Value – Only gaining attention of the
prospects will not induce them to buy the
product. Therefore, an advertising copy must
be such that it arouses interest value in the
customer.
• Suggestive Value – The third essential of a
good advertising copy is its suggestive value.
For this purpose the advertising copy must
include the merits of the product. For
example, “Problem Chal hat” used in Dabur
Red toothpaste. For this purpose slogans
pictures, phrases and suggestions can be used.

26. • Reception Value – All three values stated above
i.e. attention, interest and suggestive cannot give
desired result of advertisement if people forget it.
Therefore, the advertising copy layout should be
such that it makes permanent impression in the
mind of the public.
• Sentimental Value – Sales of certain product
heavily depend upon the sentiments of the
buyers. It is specially true in case of food
products. People patronise the place where they
find good and clean food with satisfactory
service. For example – McDonald.

27. • Educative and Creative Value – Another
important essential of a good advertising copy
is that it must be educative and creative.
Educative and creative value of an advertising
copy is particularly important in case of
products which are meant for replacing
existing products. For example – DVD players
to replace CD players. Such copy must be
designed in such a way to provide information
regarding extra benefits which the customer
gets by using these products.

28. • Other Characteristics – Besides above stated
characteristics a good advertising copy should
–
a. Contain language and words which the target
audience can easily understand.
b. Be brief and to the point.
c. Be clean, unambiguous and self-explanatory.