Creation Stage

Creation Stage

1. 2. 3.

Idea generation Copywriting Layout

Advertisement Copy  

Copy is the soul of advertisement. An advertising copy is all the written or spoken matter in an advertisement expressed in words or sentences and figures designed to convey the desired message to the target consumers.

Advertisement Copy 

‘Copywriting is a specialized form of communicating ideas that are meant to serve the requirements of modern marketing’ -George Clarke

Requisites of Effective Advertisement Copy

1. 2. 3. 4. 5. 6. 7.

Attractive Interesting Retention value Suggestive Educative Believable Appropriate appeal

Attribute of Effective ad Copy F.W. Jefkins said a good copy should comply with the following guidelines – a. b. c. d. e. f.

g. h. i.

Be precise Be concise Aim to sell Be sincere Addressed to the right audience Influence the reader’s thoughts and / or action Stimulate interest Creative desire Inspire confidence

Components of Advertising Copy Necessary elements of Copy for most advertisements ( by Philip W. Burton and G. Boumankreer in Advertising Copywriting )        

The Headlines The Subhead – all ads don’t need The Body Copy – details regarding the functions of products / services Its benefits Captions – less important than main selling point, small units of types used with illustrations, coupons and special offers The Blurb – a balloon – out of speaker’s mouth Boxes and Panels Slogans , Logo types and Signatures

HEADLINES Headline – is a line set in large type to get readers’ attention and lead into the Body Copy. Effective Headline must – 1. Attract Attention. 2. Engage the Audience 3. Explain the Visual 4. Lead the Audience into Body 5. Cue the Selling Message It is the only Copy in Outdoor Ads.

HEADLINES Headlines are of several types – News Headline - Talk about new price, new product or new address. Benefit headline – Benefit offered by the product. Emotional Headline – Carry emotional appeal. Curiosity Headline – Use humor, mystery, alliteration, and play on words. Slogan Headline – Reproduce company's slogan, sometimes product label or logo may be used. Directive Headline – Provoke a customer to action. Highly suggestive. Horn- blowing Headline – Make claims about company’s achievements.

Body Copy Print Text is described as either Body or Display Copy. Body – Text of the brand message. Display – Copy larger than that of body copy. Meant to entice readers’ into reading the Body copy. It includes – 1. Sub-heads 2. Picture Captions 3. Underlines 4. Over Lines 5. Slogans 6. Tag Lines 7. Call outs

Body Copy 1.

2.

3.

4.

5.

Sub-heads, Underlines or Over Lines Second line supporting Headline. Lead into it or Expand on it. Picture Captions – Verbal explanation of visuals. Slogans – is a clever phrase that serves as a reminder of a brand, company image or campaign theme. Easy to remember. Many headlines are made like a slogan. Tag Lines – Printed which may be found at the end of the Ad. A call to act or A slogan. Summarizes a company’s Big Idea. Call-outs – Mini captions positioned around an illustration to help in explaining or emphasizing certain elements in an illustration or picture.

Body Copy Body Copy has many formats – 1. Narrative Copy – Uses a Story. 2. Straight-line Copy – Starts from where the headline has left off. Develops selling points for the product. 3. Dialogue Copy – Uses a conversation between characters. 4. Monologue Copy – Carries what the character says. 5. Picture & Caption Copy – Relies on visuals to narrate the story. Captions that accompany are supportive in nature. 6. Cross leads – Bold type used as a paragraph heading to make the body copy more readable.

Elements of Advertising Copy 1. 2. 3. 4.

5. 6. 7. 8. 9.

Headlines Sub heads Illustrations Slogans, logo types & signatures Body copy Blurb Boxes and panels Identification mark Closing idea

✔ Copy ✔ headline ✔ subhead ✔ body copy ✔ Slogan ✔ Logo ✔ Visuals

✔ Copy ✔ headline ✔ subhead ✔ body copy ✔ Logo ✔ Visuals

✔ Copy ✔ headline ✔ subhead ✔ body copy ✔ Slogan ✔ Logo ✔ Visuals

Broadcast Advertising Copy Broadcast Ad-copy

Radio ad

Television ad

Radio Ad-Copy  1. 2. 3. 4. 5. 6.

Steps in preparation of radio ad-copy:Collecting necessary information Deciding length of radio-copy Script writing Selection of announcer and musician Recording of ad-copy Editing

Television Ad-Copy  1. 2. 3. 4.

5.

Steps in preparation of TV ad-copy:Collecting required information Deciding the length of TV ad copy Script-writing Selecting the creative team and shooting of ad film Editing

Radio Ad-Copy   

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Radio a Transitory Medium Very short time length. Urges copywriters to reach into the depths of imagination & to create a clutter busting idea. It’s the theatre of the mind. It is like a musical play performed before an audience whose eyes are closed.

Radio Ad-Copy Tools of Radio Copywriting – 1. Voice 2. Music 3. Sound Effects Voice Voices used in Jingles, spoken dialogues and announcements. Relies on conversational style & vernacular language, short sentences.

Radio Ad-Copy Music – 

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Copywriters have a sense of the imagery of music and the role it plays in creating dramatic effects. The primary use of music is in support of jingles which are commercials in song. Jingle Houses are companies that specialize in writing and producing commercial music, catchy songs about a product that carry the theme and product identification.

Radio Ad-Copy Sound Effects – These are described in a radio script. These are important in making a commercial attention getting and memorable. These effects can be original or can be purchased from libraries.

TV Ad-Copy Tools of TV Copy – 1. Video 2. Audio  Voice  Music  Sound Effects

Television Ad-Copy Script & Story board – A TV script is prepared by the copywriter. Written version of the Plan. A Storyboard is drawn by the Art director. Visual version of the Plan.

Layout 

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A layout is a miniature sketch or the proposed advertisement According to Mr. Otto Kleeper, ‘layout’ means two things ; in one sense, it means the total appearance of the advertisement-its design and the composition of its elements; in another sense, it means physical rendering of the design for the advertisement- its blueprint for production purposes.

Functions of the Layout 1. 2.

3.

4.

It organizes all the elements It brings together copy writer & art director It enables the advertiser to visualize his future advertisement It acts as a guide to the copy specialists

Principles of Good Layout 1. 2. 3. 4. 5. 6.

Principle Principle Principle Principle Principle Principle

of of of of of of

balance rhythm emphasis proportion unity simplicity

Preparation of layout 1. 2. 3. 4. 5.

Sketch Rough layout Finished layout comprehensive layout Dummy layout

Format of layout Creative people are free to use any layout It depends on factors like –    

The The The The

nature of the product size of the Ad. message content in the coy readers’ expectations

Format of layout Some Print Layout designs are as follows: 1. Picture Window – It consists of a big picture, little space is allotted for the text 1. Mondrian – In this the layout is divided into rectangular blocks with the help of visible lines and bars. Here proportion is given more importance than the sequence of viewing. It is also called Grid Layout

Format of layout Type Specimen – This layout as the name indicates consists of text in large font and with no artwork Copy Heavy – This is characterized by a large amount of text and less artwork or no artwork. Used in case of large and complex message. Frame – In the Frame layout, the headline is highlighted with the use of a frame i.e. a simple box or some pictures. The frame can be applied to the copy also.

Format of layout Multi panel – It consists of a series of equal sized compartments, carrying pictures accompanied by captions. A sequence of pictures is used to narrate the message / story of the Ad. The captions may be depicted as speech balloons.

Format of layout Circus – The layout consists of a variety of contrasting elements – some visual elements, a bold headline and lots of colours. Its designing is complex and requires a skilled designer. Grunge– It makes use of lots of pictures, photos and diagrams to convey the message. At the end some supporting text might be included.