Advertising Copy

Introduction
• Copywriting is the single most important and critical activity for
the success of the entire advertising campaign depends on it to a
large extent.
• Copywriting is indeed a key activity in adverting; indeed a
creative advertising. A copywriters translate the selling points of
a client’s products or services into benefits for selected
consumers.
• He is concerned with what to say and show in an ad and how
best to say and show it. He is called upon to utilize all his talents
to present those product benefits which best appeal consumers.
• Advertising copywriter writes with the
purpose of achieving his clients objectives
instead of his own.
• In fact self expression is replaced by the
attributes and features of products and services
which target consumers can identify and
appreciate.
 Meaning of Advertisement Copy
• An Advertisement Copy is text and layout of a print, radio, or television media

that aims at catching attention and holding interest of the prospective buyer, and

eventually persuading him/her to make a purchase, all within few seconds.

• Also known as ad copy, or just copy, it is simply a publicity copy that seeks to make

known and evoke a favorable response towards anything that is being marketed

covering products(such as chocolate, shampoo, soap, etc.), services(hotels, resorts,

spas, etc.), ideas(such as Smoking kills, small family happy family),institutions(such

as schools, colleges, etc.),destinations(ads issued by The Ministry of Tourism of

India-Incredible India), individuals(as in case of an election campaign).

• .Effective copywriting is any writing that sells a product, a service, or even a person.

The radio commercial you hear on your way to work is an example of copywriting. The

TV ads that you see while watching your favorite TV shows, pamphlets that you

sometimes receive along with your newspaper, sales letters and advertisements you

receive in the mail i.e. all forms of ads and their content, layout, message and design

together constitute the ad copy. Even the billboards you see on the highway are

examples of copywriting.

• Hence we have 2 types of ad copy depending on the media for which it is intended

namely – print copy and broadcast copy.

• Print copy will cover all brand communications via newspapers, magazines,

brochures, pamphlets, journals, Internet, billboards, standings etc.

• Broadcast copy comprises of messages that are transmitted by radio or television and it

also includes motion picture ads on the Internet via search engines such as Google,

YouTube, etc.
• A conventional ad copy comprises of a
headline, body copy, slogan, logo and seal of
approval. Colors also play a significant role in
communicating and positioning the brand in
consumer's mind.
 Activities involved before writing an ad
copy
• Before an ad copy is actually created, lot groundwork – research and
brainstorming is required. The process begins with gathering and
organizing information. This stage will include finding answers to the
basic questions of journalism – who, what and why. Where and when
are media questions, the answers to which may also influence your
creative strategy.
• Who are you talking to (target audience) ?
• What makes your product better (features and benefits) ?
• What do people think about your product( current position) ?
• Why should people buy your product (align needs/wants with the
product) ?
• What kind of response are you seeking(call to action) ?
 Types of Advertisement copy
• Institutional ad copy: An institutional ad copy is one that
seeks to emphasize the manufacturers‟ reputation and
induce prospects to make a purchase relying solely on the
trust that the brand has created over years in the market.
• Straight-selling copy: A copy which tells us why a
particular brands‟ product should be used while focusing
on the product features, its unique selling proposition
(USP) is known as a straight-selling copy.
• Narrative ad copy: such an ad copy narrates a story or an
incident in which the predicament of the protagonist is
resolved by the advertised product.
• Educative copy: sometimes when a specific segment of the

market is to be approached, the advertiser may use technological

and scientific results that have emanated from rigorous research in

order to convince the prospects about the advertised product.

• Comic or humorous copy: such an ad copy uses humor to charm

the prospects and create a lasting impression. The ad carries a

comic effect through use of exaggeration or caricature.

• Suggestive copy: such an ad copy simply suggests the goodness

that accrues to the customer on using the advertisers‟ product.

Dove shampoo ads that show smooth, soft hair (goodness) can be
 Elements of A Print Advertisement Copy

• A conventional ad copy comprises of a

headline, sub head, body copy, slogan, logo
and a seal of approval. However now the
distinction between headline and sub head has
waned and advertisers have come up with new
and out of the box copies to grab consumer‟s
attention and at the same time leave a
memorable impression in their minds.
 1. Headline
• Headline is the part of the ad that first draws a reader's
attention. It is exciting, related to the visuals, and creates a
curiosity that encourages the reader to continue reading.
• Headline copy is short, catchy, and powerful. Sentences are in
the active voice, utilize descriptive and imperative verbs, and
are directed towards „you‟, a reader as an individual, not as a
demographic.
• The headline must communicate in clear, concise and focused
language the message of the marketer. Give your ad copy a
headline that grabs the reader's attention, sparks interest in
your product and conveys your message succinctly.
 2. Visual
• The purpose of a visual is to create an emotional appeal
by conveying a message without words. Visual can be
an image, a photograph, graph, table and the like that
speaks something about the product/brand being
advertised.
• Visuals are usually large and related to the headline.
Together, they create a strong curiosity to read further
text in the ad. They often show a reader how they can
benefit from a product by portraying young, attractive,
happy people using the product. This creates a desire to
buy.
 3. Body Copy
• Body copy is what really sells a product. It contains the
advertisers' offer – what it proposes for sale to the reader.
• It directs the reader to act, contains the product details, and
stresses how the product will benefit the customer. This
text uses emotional and logical appeals to create a desire
for the product.
• Like the headline, sentences usually contain the word
„you‟, use active voice, exciting verbs in imperative form,
and colloquial vocabulary. This simulates a feeling of
personal communication with the company, to its
customer.
 Slogan:
• This refers to the slogan, punch line or tagline through
which the company seeks to occupy a position in the
prospect's mind.
• They are brief, catchy, simply worded and easy to
memorize. Don't pick a slogan that simply reiterates your
company name. “Your slogan should reflect the experience
that you want your customers to have with you.“
• For example, DeBeers “Diamonds are forever”; Raymond's,
“The complete Man”; Coca Cola, “Thanda Matlab Coca
Cola”; Everest spices “Taste Mein Best, Mummy Aur
Everest”; Cadbury Dairy Milk “Kuch Meetha Ho Jaye”, etc
 5. Logo
• A company's logo is a recognition tool for the
public.
• A logo can be the company name, product name,
a symbol or any such mark that differentiates
your brand from that of the others in a crowded
marketplace.
• The ad copy should always bear the company's
logo to help the prospects recognize and hence
differentiate the advertised product from the rest.
 6. Seal of Approval
• This refers to the seal of the apex institution or the association

that deals with the particular issue being touched upon by the ad,
example, provision of authoritative guidance, on matters relating
to oral health, to the public is the primary purpose of the seal of
American Dental Association (ADA), in case of commercial ads
pertaining to toothpastes and toothbrushes. Such a seal by
certifying the scientific accuracy adds legitimacy to the claims
made by the advertisers.
 7. Call to action
As the name suggests, a call to action induces
the reader to carry out a particular action, such
as contacting the store for further information
or visiting the said web link and so on. Also,
some advertisers use the call to action to create
a sense of urgency.
 Broadcast Copy
• A broadcast ad copy is a brand communication that is transmitted

by radio or television and of late we include motion picture ads on

the Internet also into this category.

• The objective of all ad copy (print or broadcast) is the same –

trigger a favorable response towards the subject of the

advertisement, a positive attitude that eventually leads into action

and cognitive reinforcement post-purchase. Like a print ad copy, a

broadcast copy has to be interest gaining and sustaining.

• It has been studied that the human brain's left hemisphere plays a dominant

role in handling and processing verbal information. In contrast, the right

hemisphere plays a dominant role in processing visual information. Hence,

an effective ad copy is one that engages both the hemispheres of the brain

and results in evoking a cognitive and behavioral response from the

consumers.

• With time any attraction loses its charm. Broadcast ads are no exception to

this. In order to keep the audience interested and also to revive interest, it is

important for the advertiser to innovate his ad copy, sometimes out of the

box thinking works and sometimes going with the trend is the key to a good

ad copy.
• Radio ads provide a sound platform to low budget and local(in comparison with TV ads)

marketers to advertise their offering.

• Radio channels, by reiterating the brand name as sponsors to a particular radio programme

as also tiny ads varying between 15-30 seconds serve the useful purpose of brand recall.

• Since radio ads are usually small, the ad copy should carefully select the jingle,

background score and the words spoken. The visuals are immaterial here since radio is

only an audio vehicle of mass communication.

• Items that are generally advertised on radio are residential townships, Real estates,

insurance products, financial products(home loans, study loans, car loans),local outlet

promotion(salons, restaurants, fashion store, electronic appliances store, etc.),social

awareness(AIDS awareness campaign by National AIDA Control Organization aka NACO;

appeal for use of CNG as against environmentally uncongenial fuel, abandonment of

polybags, child education and nutrition and many others by the Delhi CM
• TV is another important vehicle for brand communications. TV has a greater

appeal since it utilizes two primary sensory apparatus of vision and hearing as

opposed to only one i.e. hearing in case of radio ads.

• Consequently, a TV ad copy should lay focus not only on the content,

slogans/jingles, sound effects but also on the ad visuals which will include the

layout, mascot, logo, color scheme, the figure endorsing the, light effects and

costumes .

• In case of broadcast commercials, copy refers to the material spoken by

announcers. In case of TV/internet advertising, the copy elements include-

motion, display, audio(comprising of words spoken by characters in the script ,

background score, the sound effects) and even camera cues

 Role of color in Ad copy
• An advertisement is primarily based on the principle of attraction.
Whatever be the characteristic of the product, the main purpose of an
advertisement is to attract customers and improve sales.

• Color is among the first things that strikes one's eye about any
advertisement and is essential to project the image of the product, be it
family oriented, novelty, trendy etc.

• Advertisements without the multimedia advantage (like advertisements in

the newspaper or on a billboard) have only color and design holding it
together.
• Color is a potent psychological tool. Each color
conveys a certain image about the product/brand
being advertised.
• Hence, the relevant advertiser's task is to study the
multiple psychological reactions which different
colors generate and thus decide the color(s)
through which it wants to communicate to the
target audience such as to create a desired impact
or to use a particular appeal consistent with the
product/brand.
• For example, Sports Utility Vehicles aka SUVs are generally
advertised in brilliant, glossy and metal finish shades of either red,
blue, black or silver to symbolize speed ,luxury, wealth and grandeur.
• In general dark colors such as black, red, Pepsi blue convey a strong
aggressive feeling that can be related with either speed, passion,
energy, impulse, power, elegance or a combination of these.
• Mild shades of blue, green, purple, pink and so on convey subtle
feelings of peace, relaxation, spiritual exaltation, prosperity,
intellectual ability or creativity.
• Right color will reinforce the audience perception since it aligns with
what the brain thinks(perception) and what is shown/said(stimulus/the
product ad).
• The color choice can hence make or mar a company's business. Also,
bright colors have stronger attention catching and recollection feature
than pale colors
 Long versus Short Copy
• A long copy looks impressive and more details can be presented in it to the
reader. But readers may not often like, or have the time to read, the lengthy body
copy of an ad unless the headline is so attractive and persuasive that they
automatically begin to read it.
• Abraham Games advocates ‘maximum meaning, minimum words’. A short copy
may not be fully communicative at times. Therefore it is incorrect to say that
either the short or the long copy enable us to make the right approach in an ad.
• It should come sentence by sentence to fulfill the promise made in the headline.
• The length of the body copy should be just enough for you to say all that has
been promised in the headline. Nothing more and nothing less.
• Sometimes you communicate better by writing short copy instead of being
verbose. Our body copy should contain the required reasoning to convince the
customers to spend their money on our product. The appeals may be both
objective and emotional. We should always be able to make the right emotional
appeal.