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7 Salient Features of a Good
Advertisement Copy
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Salient features or characteristics of a good
advertisement copy are: (1) it should be simple (2) it
should be capable of holding the reader’s attention (3)
it must be suggestive (4) it should have conviction
value (5) it should educate the people (6) it should have
memorizing value and (7) it should be true!
The advertisement copy refers to the written contents
of the advertisement including its text and head line. It
can be referred to as the heart of advertising and
should be drafted with utmost care; otherwise all the
money invested in carrying out the advertisement
campaign will go waste.
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In the words of William J. Stanton “The copy in an
advertisement is defined as the written or spoken
material in it, including head line, coupons and
advertiser’s name and address as well as the main
body of the message”. Simply stated advertisement
copy means the total structure relating to the message
which the advertiser wants to convey by using any
medium of advertisement.
The advertisement copy should be prepared in such a
manner as to leave everlasting impression on the
reader. The job of drafting the copy should be
entrusted to an expert. The reader should not only
read but understand and believe the contents given in
the advertisement copy.
It should be properly worked and cover every detail
with regard to the product. Various considerations or
essentials of a properly drafted advertisement copy are
as under. These are also known as salient features or
characteristics of a good advertisement copy.
(1) It Should Be Simple:
The first important ingredient of an advertisement
copy is that it should be written in simple language. It
should be capable of proper understanding. It should
not use ornamental and tough words rather short,
simple and properly understandable words.
(2) It Should Be Capable Of Holding The Reader’s
Attention:
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An advertisement copy should be capable of holding
the attention of the reader. It should be presented in
such a manner which attracts the consumer
immediately.
The following methods may be undertaken to hold
the attention of the reader:
(a) Headlines should be properly worded and
attractive. It should be short and easy for the reader to
remember.
(b) Use of pictures and sketches should be in direct
relation to the product to be advertised. A good sketch
and drawing will be greatly helpful in explaining the
product.
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(c) Attractive border may be inserted around the
advertisement copy in order to distinguish it from
other advertisements. Underlining the key words and
leaving blank space at the bottom of the copy are also
helpful in drawing the reader’s attention.
(d) Quoting the price of the product in the
advertisement copy is also helpful in holding the
attention of a reader. This would be more helpful if the
price of the commodity is low.
(e) The insertion of reply coupons in the advertisement
copy is also helpful in attracting the people.
(3) It Must Be Suggestive:
The advertisement copy should be capable of
suggesting the reader about the utility and use of the
product. Effective slogans can be used to give
suggestions to the people.
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For example, in case of camp Cola, it is written in the
advertisement copy that ‘life is full of camp cola times’,
similarly in case of State Bank of India, it is advertised,
‘protect your future with State Bank of India’. All these
slogans have suggestive value. Suggestions may also be
given with the help of certain pictures in the
advertisement copy.
(4) It Should Have Conviction Value:
The advertisement copy shall be able to have ever
lasting impression on the reader, if the suggestions are
backed by convincing arguments. The reader should
not have any doubt on the quality of the product. He
should be fully convinced and satisfied.
Exaggeration in explaining the qualities’ of a product
must be checked. An appeal with regard to outstanding
features of the product must be made. It should be
stated in simple language so that the reader could
understand easily. In the case of Chelpark fountain pen
ink, it is written that it cleans your pen while writing,
contains clean x for better pen protection.
Similarly in case of Forhan’s tooth paste, ‘it is ideal for
the gums’ and protects your teeth’ some organisations
assure ‘money back guarantee’ to convince the people
with regard to quality of the products.
(5) It Should Educate The People:
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The advertisement copy should tell the people about
the use and operation of a product. It should also
impart new uses of a product with which the people
are not familiar. An advertisement copy containing
information with regard to use, sources from where
the product can be obtained, price and services
available along with the product is greatly helpful in
enhancing the demand and enlarging the sales.
For example, in case of Hawkin’s pressure cooker a
booklet is also given to the buyer containing methods
of preparing various vegetables, soups and puddings
etc. with the help of the cooker. Similarly in case of a
refrigerator, a booklet containing various directions
with regard to proper use and preservation of the
refrigerator are given.
(6) It Should Have Memorising Value:
The advertisement copy should be prepared in such a
manner that a reader gets ever lasting impression
about the product. It can be successfully created by
repeating the advertisement time and again. Repetition
projects the permanent image about the product on
the reader’s mind.
Trademarks and brand names can be used successfully
for achieving this end. Dalda, Thums-up, Bournvita
and Surf have successfully achieved memorising value.
The names of these products are very common among
the people.
(7) It Should Be True:
An advertisement copy should be truthful. It should
not misrepresent and conceal the true facts about the
product. Rather it should clearly lay down the
limitations in the product. For example, a cloth
merchant should clearly specify about the fading of
colour and shrinkage of yarn, if it is so.
If these limitations are not brought to light, the buyer
eventually comes to know about them after using the
product. This will definitely shatter the confidence of
the buyer in the product and the very aim of the
advertisement is defeated.
Related Articles:
1. Advertisement Copy: Attributes and Types of
Advertisement Copies
2. Advertisement Copy: Classification, Qualities and
Elements
