Chapter- 4: Advertising Copy Strategy and Preparation:
Copy Definition:
Copy includes the word messages, whether for print, radio or TV. In the printed advertisement, it consists of the printed words except, perhaps, for those words forming part of the registered trademark. In other words, copy is defined as the word message of the advertisement.
Approach to Writing Copy:
Before any copy is written, it is essential that he copywriter develop a plan for his copy, or determines the idea that is to be the basis or foundation of the copy. Copy is merely the expression, in the best and most effective possible working of a basic idea or appeal of the advertisement. The copywriter should answer three basic questions:
(i) What am I advertising or selling? The copywriter must determine what there is in the product or service he is selling that appeals to a desire of the buyer or potential buyer.
(ii) To whom am I advertising or selling? The copywriter must ascertain who are the prospects for the product, what their wants are, who influences the prospects in making their decisions to buy, and what the wants of those people are. In addition, the copywriter must determine what these prospects will consider as evidence that will make them to buy that product.
(iii) How can I best convey this message or concept to my reader? Having decided on the prospective customer, his wants and motivations, the want satisfying qualities of the product, and how these will satisfy the desires and self-interest of the prospect, the copywriter must decide how best to bring these two the product and the prospect.
The answers to these questions provide the basic idea for the copy.
Important Copy Attributes:
The copywriter should keep the overall plan of the advertisement in mind when considering the actual wording to be used to convey the want- satisfying qualities of the product to the prospect, and then to show how it will satisfy his desires. The matter of special functions to be accomplished by the advertisement also must be kept in mind by the copywriter (immediate sale). Good copy should be brief, clear, apt, interesting, personal, sincere and convincing. To write copy of this nature, it is important to keep the following considerations in mind.
(i). Be Brief: A copywriter must write briefly, yet effectively. Therefore, read the rough draft slowly. Study each sentence; consider its meaning and importance. Eliminate unnecessary words, weigh each word. Be brief but not leave nothing worthwhile untold. At times one word, if properly selected, can be made to take place of several without weakening the sentence.
(ii). Be Clear: When advertising lacks clarity, it will be ineffective. Local tradition, habit, custom and nationality are among the factors that play a part in determining the manner in which copy will be interpreted. The use of words whose meaning is not understood by the prospect, the incorrect selection and use of words, or ambiguous phraseology should be avoided.
(iii). Be Apt: It must fit the needs or wants of the prospects. The influencing power of copy depends greatly on the correlation that exists between the desire of a prospect and the quality or feature or the product. Copywriter must continuously study human nature. To be apt copy must be specific. To write interesting copy, one must share the problems and hopes, which are those of the prospects. Apt is the art of putting into words that which creates in the minds of prospective purchasers a desire to possess the article in which the need of the prospects will be satisfied by a feature or quality in the product.
(iv). Be Personal: Copy should be written from the prospect to the product, not from the product to the prospect. Personalized copy is centered on the prospect. It presents something of interest to the reader. The personalized advertisement is developed from an idea within the scope of the reader’s personal interest. It may be taken from the physical qualities or the satisfaction derived from the product. To get the reader to appreciate what the product may mean to him, advertising seeks to awaken his imagination.
(v) Be Interesting: To create enthusiasm for the product in the prospect is the objective of copywriter, but before enthusiasm comes interest. Advertising copy that is not interesting is cost, hard, unfriendly, and uninviting. Write human-interest copy, one must share the problems/hopes what are those of prospects.
(vi) Be Sincere and Convincing: People as a rule are quicker in judging other people than in judging the values of products. They form opinions from the amount of confidence other people inspire in them. Another effective means in writing the copy is to make the sentences short, having less than 15 words.
(v). Other methods: Emphasis also may be secured through a number of mechanical devices, as well as through direct description, description by effect, by detail, by analogy, by suggestions, and by narration. Direct description tries to picture the article in words. Description by effort gives the effect of using the product, or tells what the product will do.
In describing by detail, points of difference between the advertised product and competitive ones should be chosen. Description by analogy draws a parallel between the idea to be conveyed and one that is already established. Description by suggestion starts the thought process and then lets the reader’s imagination finish it. Description by logic depends on facts to prove why a prospect should purchase the product.
Writing Copy:
The emphasis is placed on the techniques to consider in writing the body text of the advertisement and the general creative copy recommendations. Headlines, sub-headlines, and slogans are important in writing copy.
The Headline:
The headline is that phrase or part of a sentence that has been made to stand out in the advertisement by the size or style of type in which it has been set, the prominence of its location, or the white space surrounding it. The function of a headline is to attract the favorable attention of prospective purchasers and to interest them so that they will read the copy.
Sub-headlines are subordinate headlines. They are used in a wide variety of ways and for many reasons, such as to complete the meaning of the headline, to bring out related but additional or different appeals, or to break up lengthy copy. It is not possible to say that the headline is more important than the illustration, but without the headline, illustration is meaningless.
Types of Headlines:
All headlines may be classified into two broad categories, direct or indirect appeal. The direct appeal headline attempts to use a primary sales feature of the product for both the attention-attracting device as well as the sales appeal. An indirect appeal headline attempts only to stop the reader and to get him to read or listen the body of the appeal. In deciding whether to use the direct or indirect appeal, one should analyze the product to determine what specific advantages it has over those of competitors.
Specific Headline Classification:
(i). Directive: The directive approach is used more often in retail advertising (in case of emergency call 0000). The objective is to get the prospect to act now.
(ii). News: Over one million people join with us last year.
(iii). Slogan: Come to the bank for action.
(iv). Rational: Because people have a tendency to envision themselves as being intelligent individuals and desire to rationalize their decisions (The 7-minutes interview).
(v). Curiosity: Fed up with being built like a stringbean.
(vi). Emotional: You can dry his tears.
(vii). Gimmick: $3 against your life….
Characteristics of a Good Headline:
(i). Brevity: A caption that is not brief and concise fails to perform its first and most important task. Each advertisement has been prepared to attract the favorable attention and hold the interest of the reader.
(ii). Clarity: Little advantage will be gain from the use of a headline sufficiently short to be read at a glance of its meaning is not clear. It is important the advertiser state his headline in a clear and concise manner so that it appeals directly to the prospect.
(iii). Aptness: Aptness is developed by showing that the product advertised has the particular feature or quality that fills or satisfies the prospective purchaser’s needs or wants. Attempt to prepare cute, claver smart ad demands avoiding vague and irrelevant headlines.
(iv). Interest: There is perhaps no easier way to make a headline interesting than to make it speak directly to the individual reader in a personal manner.
Slogans:
The slogan is a brief message crystallizing an important idea about the product or reason for buying the product, which is expressed at greater length in the copy. The slogan may be repeated in all the form’s advertising so that it will develop in the mind of the reader a favorable association pattern between the
desirable features of the product and the wants of the potential customer.
Suggestions for writing a slogan:
(i). Include the brand name or firm name in the slogan if possible.
(ii). Include the most significant idea or theme.
(iii). Be brief: slogans are required to remember word by word.
(iv). Make the slogan specific and unique.
(v). Avoid the clever or tricky slogan.
(vi). Utilize devices used in poetry to aid in memorizing the slogan.
The Layout:
A layout may be defined as a working drawing or blueprint for an advertisement showing the sizes, position, and color-weight values of the different units that make up the completed advertisement. It is important to keep in mind that a layout is in the final analysis directed to a selling display.
Purpose of a layout:
(i). The actual drawing of the layout enables the advertiser to visualize in detail exactly how the completed advertisement will look when published.
(ii). It gives the printer a drawing of the completed advertisement.
(iii). It is something concrete to submit the client.
The Basic Principles of Layout:
(i). First Impressions: The appearance of the advertisement makes the first impression on a reader. If the first impression is favorable, the reader’s attention may be held and he will read the advertisement.
(ii). Atmosphere: It is in the layout that one should try to highlight that intangible but important quality classified as atmosphere. In many instances it is the atmosphere in the advertisement that attracts the reader’s attention.
(iii). Artistic Design: Artistically designed typographical composition is important in making good layouts. It is important that the layout be arranged so that the reader will be able to follow the appeal that is used.
(iv). Variety: One of the ways to attract the attention of readers is to make use of the principle of variety. By varying the approach from the standpoint form, an advertisement will stand out, and a higher readership rating may be attained. Using different color combination, leaving more white space, providing contrast, using different typefaces etc.
