Chapter 8

COPYWRITING FOR
ADVERTISING

Properly practiced creativity can make

one advertisement do the work of ten.
William Bernbach

Advertising is a powerful force and a vital marketing tool helping

to sellgoods, services, inages and ideas through channels ofinformation
and persuasion. Advertising has two elements namely marketing and
communication process.
People usually come into daily contact with many types of
advertisements in newspapers, magazines and internet. Similarly.
broadcast advertisements, otherwise known as commercials, interrupt
almost every television and radio programme.
The purposeof most advertising is tosell productsor serv ices.
Business firms advertise to perstuade people to buy their products oten
by creating favourable 'images' of their companies. They want and the
company's name to be known andIrespected sothat their products
services can be more effectively sold. Business
advertising to win new customers and to increase the volune of sales.
 [Advertisingis the cheapest and fastest way to inforrT alarge
nerad.
.nber of people abour products or services for sale and to
goods, the volume of <ale,d cctly
themto buy.) For many consumer
depends on the amount of advertising placed inthe medta.
Definition of Advertising
The World Book Encyclopedia defines advertisement asa mssage
designed to promote aproduct, aservice or an ideaJIhe Advertising Standards
Council of India (ASCI)defines an advertisement as:
la paid form of communication, addressed to the public
or a section of it, the purpose of which is to influence
the opinions or behavior of those to whom it is addressed
Any communication which in the normal course would be
recognised as an advertisement by the general public would be included
in this definition even if it is carried free of charge for any reason.
American Marketing Association (AMA) defines advertising

Advertising is any paid form of non-personal presentatioD

and promotion of ideas, goods and services by an
identified sponsor)
Broadcast commercials
Advertisement willvary from one medium to another as each
medium has its unique characteristics. For example, a newspaper is
primarily a source of news and information. Hence, an advertising
copy for a newspaper willhave to revolve around ahigh impactheadline
concentrating on one selling idea. The rational appeals and information
ontent carry more weightage in a newspaper. Amagazine, on the
ther hand, will have a greater focus on entertainment, Necessary
banges are to be effected in the ad copy depending upon the type of
nedia where the message appears. This is an important factor in
iforming and persuading the readers.
The ad copy for broadcast media -radio andtelevision -will
ave to be different from the print versions. Radio commercial message
Suallv contains words, music and sour!eets Rdin h ertiscnkni
should paint pictures among the listeners with words, music and
soundeftects in 20 or 30 seconds.
Radio commercials can have several formats such as skit
testimoniats. problem-solution, musical, slice of life The skit format
uses short play to hold audience attention and then convey the ad
message. In testimonials. a film star or sports celebrity deliver the ad
message and mention that he she uses the product. In problem and
solution format a problem is presented and a solution is dramaticallv
presented to impress upon the audience. In musical commercial fomat
the ad message is presented in the form of asong or music. In slice of
life format. dialogue between friends. mother and child, husband and
wife etc are conveyed in a realistic setting.
In television commercials, the copywriters can use words.
sound bites. pictures, music, graphics, animation etc to communicate
an advertising message. TV commercial is one of the most captivating
and effective medium to convey selling ideas and persuade target
viewers. Experts are of theview that television advertising is nearly a
face to face personal selling, except that communication is one way. It
is challenging task for the copy writer to package the advertising
message for 10. 20 or 30 second slot that is both attractive and
persuasive.
Online Advertising
Online advetising isaform of promotionthat uses the Intenet
and World Wide Web for delivering messages. Exanmples of online
advertising include contextual ads on search engine results pages
banner ads, social network advertising, online classified ad\ertising
adiertising networks and e-mailmarketing, including e-mail spam.
The major benefit of online advertising i_ the instani
communication of information and content that is not limited by plakt
or time. The emerging area of interactive advertising presentsfresh
opportunities for advertisers. Another benefit is the efticiency
advertiser'sinvestment. Online advertisinggallows for the customization
of advertisements, including content and posted websites.
From a humble beginning, online advising has become media
a puwerful advertising media all other
surpassing
 99
wTiting for Advertising
CopN
Online addvertising
turnover has become a multi-billion Dollar
business. Google. Yahoo etc. are the largest players in hosting
online
advertisement and they are presently among the richest
media corporations.
advertisements
Types of online
a) Web banner ad: This type of advertising is very similar to
banner
banner advertising we use on the roads. The web
advertisementsare placed on thehorizontal stripon the top of
images and
the web page. They attract attention due the
banners ads
graphics placed through the banners. These web
when clicked, leads you to advertisers web page.
Expanding ad: An ad which changes size and which may
b)
alter the contents of the webpage.
large ad will be downloaded
c) Polite ad: A method by which a
disruption ofthe content being
in smaller pieces to minimize the
viewed
changes the background of the
d) Wallpaper ad: An ad which
page being viewed.
banner: A banner ad that looks like a dialog box with
e) Trick an alert.
or
buttons. It simulates an error message
new window which opens in front of the current
f) Pop-up: A or entire webpage.
one, displaying an advertisement,
Similar to a Pop-Up except that the window is
8) Pop-under: current window so that the
user
loaded or sent behind the
see it until they close one or more active windows.
doesnot
Video ad: Actualmoving video clips are displayed.
h)
text or graphics linked from, and appearing in or
1) Map ad: electronic map such as on Google
Maps.
Over, a location on an to a
Mobile ad: an SMS text or multi-media message sent
J)
cell phone. appears before a user
full-page ad that
k) Interstitial ad: a
reaches their original destination. more categorisation
types, there is two
Apart from the above
of online ads.
 100

Contextual advertising
Many advertising networks display graphicalor text-only ads
that correspond to the keywords of antnternet search. These ads are
wbeieved-te have agreater chance of attracting a user, becaUse they
tend to share a similar context as the user's search query. For example
a search query for Kovalam" might return with advertisements of
resorts/hotels in Kovalam.

Behavioral targeting
Inaddition to contextual targeting, online advertising can be
targeted based on a user's pastclickstream. For example, if a user is
known to have recently visited a number of automotive sites based on
clickstream analysis that user can then be served auto-related ads
when he/she visits other, non-automotive sites.
Online advertising includes a range of advertisements, some
of which deploy ethics and some do not. Some websites use large
numbers of advertisements, including flashing banners that distract
the user, and some have misleading images designed to look like error
messages from the operating system, rather than advertisements.
Websites that unethically use online advertising for revenue frequently
do not monitor what advertisements on their website link to, allowing
advertisements to lead to sites with malicious software or adult material.
COPYWRITING
Copywriting is an integralpart of anyadvertisement and it is se
One the most important activities for the success of advertising It is
the act of writing the text for the purpose of advertising or marketing
aproduct, business, person, opinion or idea. The copy should persuade
people to buy the product, service or subscribe to the viewpoints of
the text.JCopywriler is a person who writes the text for the
advertisements for print, radio, television or other media.
Most copywriters are employees within the organizations sucn
as advertising agencies, public relations firms and
company
advertising departments. Copywriters can also be freelancers.
Copywriters usually work as part of the creative team. It is
their responsibility to prepare the advertisement's verbal or textual
 copy writing for
Advertising 101

ontent. They are also responsible lor telling the story, crafting it in
such away that it produces an emotional response.
The Internct has expanded the range of copywriting
opportunities toinclude wcb content, ads, emails, blogs, social media
and other forms of electroniccommunication. It has atso brought new
opportunities for copywriters 40.learn their craft, conductresearoh
and view others' work. The Internet has also made it easier for
employers, copywriters and art directors to find each other.
Principles of effective copywriting
Copywriting isan art. It aims at calching and holding the interest
of the prospective buyers and at persuading them to make a purchase
all within a few seconds. To sell the ideas through an
one has to polish and fine-tune the words in such a advertisement
manner so as to
captivate and persuade the audience. The following tips can make
your copy more punchy and compelling to readers:
1) Aimfor an average sentence length of
around 16 words.
Split long sentences into two.
2) Vary between short and long
writing a rhythm.
sentences to give your
3) Heavilyedit the flabby language and
4) Limit a paragraph to a single
unnecessary words
thought. Two or three
sentences are adequate in a paragraph.
5) Showy writing is not a good copy writing
use words just because they sound practice. Don't
impressive.
6) Use positive inspiring language on what the reader 'can'
achieve and 'will' be able to do. Avoid negative terms
that might dampen their spirits.
7) Write an attention grabbing headline.
8) When writing headlines, subheads and body
use words
copy, don't
that avoid a direct command. These
include may, muybe, hope, wish, try, but, could,
perhaps and strive. Instead, use words
Iike will and can to describe what your product or service
willor can do for your reader.
 102

(09)Don't use passive voice

weakens your nnessage.
10)Break up your page with
construction.Passive
subheads and1
teading bullets
to aid fa
1)Use power words to get better impact, such as
'proven', 'scientific and "breakthrough', *revealed
12)People are quick to respond to stories, Use
on how your product has solved Someone
trigger the reader's imagination and emotions. e's stprobl
oryteelming
to
13)Use facts or personal history to build
and to showthe reader that you feel their rapport, empathy
pain.
COPY WRITING FOR BROCHURES
Brochures are advertising pieces mainly used to introduce a
company or organization, and inform about its products and services
toa target audiencè Themost common
types of
are the bi-fold (a single sheet printed on both single-sheet brochures
halves) and the tri-fold(the same, but folded into sides and folded into
brochure results in four panels (two panels on each side),thirds). Abi-fold
fold results in six panels (three panels on while a tri
each side).
Brochures often printed in colour on thick glossy paper to
are
give an impression of quality. Compared
brochure usually uses higher-quality paper, with
a flyer or handbill, a
more color, and is folded.
Brochures basically sales pieces and the focus should be on
are
persuasion rather than information. The major reason
copy fails to achieve its objective is that it mest brocnure
or product or service, without tells allabout the company
conveying compelling reasoNs to buy.
The following tips can make vour
selling piece. brochure an effective
a) Dontforget the cover. Find an
capture the readers' attention andattractive
make
headline that wi
them want to opet
the brochure. Do not
fill the cover page with the name of the
company or product.
b) Think of the customer and not product. Your writing:should
aim lo understand their the
problems, build rapport and then sell.
 opitingfor Advertising 103

c) The
end offevery page is an excuse for the reader to close
it. Create a copy that will make them want to read on to the
next page.
d Tell your reader how your product will benefit them rather
than listing the features.
c)
Avoid technical jargons in the brochure. Present the information
in achart or graph and keep your copy flowing.
) Provide personal touch to the copy. This is a key marketing
tool, make it conversational andwin your customer.
g) Establish credibility. Provide answers in an engaging language
or through visuals. Customer testimonials are also effective here.
h) End with adirect call to action. By the end of the brochure,
the customer should be persuaded to place an order. The
desired action might be to visit a website or retailer, or to call,
or even to buy.
COPYWRITING FOR LEAFLET
Aleaflet is a printed and usually folded sheet of paper for
distribution, usually free and containing advertising material or
information about apolitical party, charity, etc. Leaflet, compared to
brochure, is smaller and produced with a lower cost option. It ca:: be
delivered door to door or leave a pile in strategic places for potential
short-term
customers to pick up. Leaflets are perfect for advertising
or seasonal offers. It is also inserted in local newspapers
The job of the leaflet copywriter is to transform a heap of
informative,
information into a powerful marketing message that is
casy-to-understand and fits into the reader's back pocket. Follow ing
the leaflet.
are some guidelines for copywriting for grammar
a) Ensure that the content is perfect including
and punctuation.
points. The
b) Use short sentences and bullet
copywriter needs to intorm and educate a reader in g
short time frame.

c) Use graphs, illustrations and imag tn cavey the

in the form
messages effectively. Accompanying
 104

of captions and subheadings is necessary to guide

readers around these visual aids,and to encourage them
to pick up the phone, visit awebsite or fill in a form.
d) Include references to experts which can establish
credibility in the eyes of potential customers and
investors.
e) Include also bonus offers, testimonials as incentives
to attract customers.

COPYWRITING FOR PAMPHLETS

A pamphlet is an unbound booklet without a hard cover or
binding. It may consist of a single sheet of paper that is printed on both
sides and folded in half, in thirds,or in fourths. It may also consist of a
few pages that are folded in half and stapled to make a simple book.
The basic purpose of a pamphlet is to educate, inform,
persuade, or entertain your intended audience. It is also used to mobilise
people to support your cause.
Abrochure is usually concise in composition andeye-catching
in design. It is apopular medium for advertising new events,hotels,
restaurants, launching products and services or providing directions
and maps. Apamphlet is usually non-commercial and present
arguments to persuade readers towards one point of view(e.g, religious
pamphlets). Acopywriter will create pamphlets that are used to shed
light on subjects ranging from kitchen appliances to political campaigns
tomedical warnings.
COPYWRITING FOR CLASSIFIED ADVERTISEMENT
Small messages grouped under a specific heading such
as automobiles, employment, real estate and matrimonial in a
Separate Section of a newspaper or magazine are called class1itied
advertisements. These relatively inexpensive ads are usualiy
a column wide and do not include any
ismore direct and illustrations. The approacn e
informationoriented.
Classified ads in print media are arranged accordingto specific
categories or classifications. The four major headings areemployment,
eal estate, matrimonial and automotive. There are also
adauoe
 Cop1uriing
calegoriesofclassifieds such as business opportunities, losi and found,
pes. personals. and legal notices. It is responsible for a major portion
revenue.
ofthe publisher's

Y agaar
NoTMethod Pcçerty Mart
oVercOme FLATS/ SITES

Classified advertisements in The Hindu

Like most forms of printed media, the classified ad has found

its way to the Internet. Internet classified ads do not typically use
per-w ord'per-line pricing models, so tend to be longer. Many
new spapers also post the classifieds in the onlineeditions thusreaching
the ads to larger audience.
Tips for effective copvwriting for classified ads
a) A classified ad must grab reader's attention. From among
message should
the two or ihree hundred classifieds, your reader. The first
stand apart and catch the attention of the
importance.
two or three words of the ad are of utmost
such as: ree..
Most surveys show that words or phrases
nake big nmoney. quickly involve the reader and
win... attention-grabbers.
tend to be the best
must say exactly whal you want it to say. You have to pay
b) It be in the least
for each word. Hence, the message has to the costs within
possible nunber of words in order to keep
your budget.
producethe desired results by way of inquiries or
c) It has to reader is to
sales. Include the address in the ad for the
respond.
106

STORYBOARDS
Storyboards are graphic illustrations or images displayed in
of
sequence for the
picture. animation or commercial.
pre-visualizing a motion
A
storyboard functions similar to an outline of astory. in othe
words. it is ashorthand version of the final productthat youcan useto
plan ahead. It is also important for planning and production of the
commercial as it can visualize the storytelling.

Scene by scene illustrations of a

commercial
When the client has approved the
works out the sequence and production concept, the creative team
commercials are available in slots ofrequirements in detail. Television
with 15- and 30-second five, 10, 15, 30 or 60 seconds,
breaks down thecommercial commercialsthe most popular. Thestoryboara
shot by shot. so
Imucn timne you can spend on each shot to keepyou can determine how
its time the commercial withm
to tell theconstraints. The team
story within the caleulates how many scenes it will need
length of each scene. available time, together with the: approximate
The storyboard
serves as your final I opportunity to review your
concept and make any changes
before production happens.
ELEMENTS OF AN ADVERTISING
Preparing an COPY
advertisement copy is often alaborious process.
The copywriter will have to ensure that the the important
copPY has all
 coprng tor Advertising
clements. The major 107
clements an
Aseribed below. But itshould of
advertisement
need not be part of an be kept in mind that copy are briefly
all ofthese elements
1. Powerful headline advertising copy.
The headline of an
important element. Asmall advertising copy is said to be the most
change in its wording can
disproportionate results. The headline of an
present a selling idea or will lead advertisement will normally
bring
advertisement. Most people to read the rest of the
function is to catch theadvertisements have headlines and their
attention the reader. A print
of primary
needs a powerful headline and a powerful opening advertisement
advertisement in the electronic media. statement for an

YesI amltalian.
But l can make
amean Jalebi.

A typicaladvertising copy in the print media

Aheadline must relate clearly and specifically to the intended
audience. The restof the advertisenment must hihlight the product
features and its unique selling proposition (USP).
2. The Sub-head
Sometimes important facts may have to be convey ed to the
reader and it may require more space than what should be ideally used
for the headline. In order to give prominence to such formation it can
a subhead. All
be put in smaller type than the headline, known as
advertisements do not require subheads.
3. The Body Copy
advertisement which
The body copy refers to the text in theproduct/service and its
the
contains details regarding the functionsof
benefits. Itsystematically develops the benefits and promises offered
product or service. Both emotionaland rationalreasons areput
by the
persuade consumer to buy a particular brand.
forward to
depending on how much
The body copy can be short or long reader. Advertising guru
information the company is willing to tell the
Ogilvy opines that people do read, listen or attend to lengthy
David written.
advertisementscopy if they are skillfully
4. Captions with illustrations.
Captions are the small units of type used
less important than
coupons and specialoffers. These are generally body copy and are
the main selling points of the advertisement in the
usually set in type sizes smaller than the text.
Health Total exciting new year offer lasts 6 days
5. The Blurb
A
blurb or a balloon is a display arrangement where the words
appear to becoming from the mouth of one ofthe characters illustrated
in the advertisement. At times the complete body copy can be composed
of blurbs as inthe case of comicstrips.
6. Boxes and Panels

Boxes or paneis are captions placed in special display positions

so as to get greater attention. Abox is a caption that has been lined oa
all sides and singled out fromthe rest of the copy Apanel is a solid
rectangle in the centre of which the caption is placed either in white or
centred in the white space Boxes and panels are generally useu
advertisements containing features such as coupons, speciàl otters
and consumer contests.
7. Slogans, Logo and
Signatures
Aslogan may refer to, for instance, the age of the firn
(Example: Since 1917), meant for inclusionin every advertisement.
Asymbol of the company name, seal or trademark is called logoty pe
 witingtor Advertising
109
andis atypical feature of most advertisements.
It is also
assignature, indicating identification of the company or referred to
the brand,
address. phone numbers, websites etc. A
logotype is an
aidinquick recognition ofan
for the audience. advertisement and in creating important
familiarity
8. Strapline
A'strapline' or 'tagline' usually appears underneath the logo.
The straplinesummarizes the product's benefits in a memorable way.
Straplines often make good headlines because they summarize amajor
benefit in a pithy way.
BOSCH - Invented for Life
9. Extras

Some print ads may have additional specialelements such as

an attached business reply envelope, tear-out portion with acoupon
and product sample.
LOGO
commonly used by
A logo is a graphic mark or emblem promote instant
commercialenterprises, organisations etc. to aid and(symbols/icons)
graphic
public recognition. Logos are either purely
the organisation. Examples of
of the name of
or are composed are the striped IBM design and
well-known logotypes (wordmarks)
written in flowing red script. It is also referred to as
Coca-Cola
trademark or brand
emblems (logos) are effective in establishing the
lcons, signs, example, the Red Cross (which goes
For
identity of an organisation. countries) is an example of an extrenely
Muslim
by Red Crescent in which does not need an
accompanying name.
wellknown emblem marketing. The Coca-Cola logo can
cross-language
Branding facilitate language because of thestandard color and the
any
be identified in wave" design.
wellknown "ribbon color, the shape, and eventually
additional
Due tothe design, the one can easily be ditferentiated trom
cach
elements of the logotype,
example, a bottle of nestle coffee will be easily
For
other logotypes.
 110

to its
recognized in a supermarket's shelf trom a certain distance, due
colouring.
unique typography and distinctive
NAME
TRADE NAME AND BRAND
much more than
Trade ames (marks) and brand names are
svmbols or names. They communicate a lot. These names
mere signs,
marks have great marketing significance as well. Brands are sold
and
stores and not the physical product. For example, in a
at retail
soap, WVills Filter and
supermarket peopledo buy vivel and not a bath
merely a tooth paste
not merely a filter cigarette, Colgate and not
Abrand name is the title given to a product by its manufacturer
which is the name
which must be distinguished from the trade name,
Omni are the
of abusiness firm. For example, WagonR, AStar, Swift,
Maruti-Suzuki. The trade
brand names of the cars manufactured by
are important
name is Maruti-Suzuki. Both trade and brand names
(marks)
for identification and communication process. Trade names
restricted to the
and brand names are officially registered and legally
use of the owner or manufacturer.
following
A good trade name brand name should have the
attributes:

a) It should be distinctive.A unique and distinctive name or symbol

iseasily remembered and alsodistinguishes the product from
competitive brands.
b) It should be suggestive: The name/mark should be suggestive
of quality/superiority or a great personality Example: Reliamce.
Vguard
by
c) It should be appropriate: Many products aresurrounded
acertain mystique in the minds of consumers.
V-guard is appropriate in the electronic gadgets
guarding
Mango Frooty connects with the taste of mango pulp. read,
to
d) It should be easy to remember: it should be easy
pronounce and spell.
ILLUSTRATION
An illustration is a
photograplh or other work of art visualization
such as a
that is createdto drawing, painting,
textualinformation by elucidate or decorate
JINGLE
providinga visual representation,.
Ajingle is a
and television memorable short tune with a lyric used in radio
commerciais, which are usually intended to convey an
advertising slogan.They are also used foreasyidentification of radio
station, television channel and programme. The main role of an
advertising slogan or radio jingle is to create an identity for the brand.
The jingle was used in the advertising of branded products
such as breakfast cereals,candy ånd snacks and other processed foods
and household cleaning products, especially detergent.
Slogans and jingles form an essential part of the advertising
industry. Once the catchy slogan or jingle becomes popular, it further
target
leads to brand recognition and serves as a reminder for the
catchy and creative
audience. People relate to the brand through its
ad slogan.
touches the soul of its audience. It provides an
good
A jingle
advertiser to make the product gain a permanent
opportunity for an The.ngles have added an additional
memory.
place in the audience's recollect the brand as s0on as they
people easily
flavour to these ads, importantly the jingles have been able to
and more emotional level.
listen to the jingles at an
connect to the
audience
jingles, advertising slogans
are a fewof the radio
Here Condn Girl'
I/'m A
andtag lines
A Complan Boy!,
Complan: /'u Muulub
Cocu-Cola
1. Thanda
Coca-Cola : Naatilengum Paattai
2. devirikkuu
12
SURROGATE ADVERTISING
Surrogate advertising is aformof advertising which is used to
promote products like cigarettes and alcohol, inthe disguise of another
product. The advertisements of alcohol and cigarettes may not he
directly to consumers but rather masked under anothe
projected This type of advertising is ale
product using the same brand name.
known as covert advertising.
cigarette are banned in
In India,advertisennents of liquor and ban, companies resort
blanket
the electronic media. Toovercome this
surrogate advertising. To illustrate this, let us take the example of
to can come across
Kingfisher, a leading brand of beer in India. Weproducts such as
several advertisements of Kingfisher sellingultimate intention of
packaged drinking water and club soda. The will enhance the sale of
these advertisements is to build a brand that
soda.
beer rather than packaged drinking water and club
we
Following are some of the surrogate advertisements that
some of the leading
come across in the media. The underlined are
soda, Officers
liquor brands. Bacardi blast music CD, Bagpiper club
music CD,
Choice playing cards. Imperial Bluemusic CD, Royal Stag drinking
McDowels No.l soda, Haywards 5000 soda and packaged (also
water
water, and Royal Challenge golf accessories and mineral
the Bangalore Royal Challengers, an IPL team).
Review Questions
I. Answer thefollowing in twoor threc sentences.
1) Surrogate ad 2) Testimonials 3) Slice of life
5) Logo 6) USP
4) Pop-up ad
II. Answer the following in a paragraph of 100 words.
1) Define online advertising and discuss its significance.
2) Which are the different types of online advertisements?
3) What is importance of storyboards in the production of
commercials?
4) Distinguish between writing for a brochure and pamphlet.
III. Answer the following in 300 words.
I) Define copywriting. Explainthe important principles ofefiective
copywriting. the
2) What are the various elements of an advertising copy? Explain
role of copywriter in each of these elements.