copywriting for electronic media
TRANSCRIPT
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The Creative TeamThe Creative Team
Creative Team
Creative Team
Creative Concept
Creative Concept
Art Director
Art DirectorCopywriter
Copywriter
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Copywriting and the Creative PlanCopywriting and the Creative Plan Brief Brief Brief Brief Brief Brief Brief Brief
Copywriting is
the process of
expressing the value and
benefits a brand
has to offer
Copywriting is
the process of
expressing the value and
benefits a brand
has to offer
A creative brief
is the guideline
that specifies the message
elements of
advertising copy
A creative brief
is the guideline
that specifies the message
elements of
advertising copy
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The Creative BriefThe Creative Brief
The most important thought (The Take Away)The most important thought (The Take Away)
Main product featuresMain product features
Feature benefitsFeature benefits
Types of media and time frameTypes of media and time frame Suggested mood or toneSuggested mood or tone
Ways that mood or tone is achievedWays that mood or tone is achieved Production budgetProduction budget
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Taylor Creative BriefTaylor Creative Brief
Objective: Advertising will convince serious guitar playersthat the Taylor Guitar is a distinctive, high-value instrument andpersuade them to consider it the next time they are in themarket for an an acoustic guitar.
Objective: Advertising will convince serious guitar playersthat the Taylor Guitar is a distinctive, high-value instrument andpersuade them to consider it the next time they are in themarket for an an acoustic guitar.
Support: Taylor Guitars are handcrafted from thefinest woods available, which gives the instrument adistinctive sweet sound.
Support: Taylor Guitars are handcrafted from thefinest woods available, which gives the instrument adistinctive sweet sound.
Brand Character: The tone of Taylor Guitar advertisingshould convey beauty, quality, sophistication and value, with
just a touch of good-natured humor.
Brand Character: The tone of Taylor Guitar advertisingshould convey beauty, quality, sophistication and value, with
just a touch of good-natured humor.
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Taylor CampaignTaylor Campaign
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Taylor Campaign 2Taylor Campaign 2
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Copywriting for Print AdvertisingCopywriting for Print Advertising
The headlineThe headline
The subheadThe subhead
The body copyThe body copy
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Never change typefaceNever change typeface Limit to 5Limit to 5 --8 words8 words
Keep it simple & familiarKeep it simple & familiar
Major component of AdMajor component of Ad
Never rely on body copyNever rely on body copy
Appeal to selfAppeal to self --interestinterestEntice to read copyEntice to read copy
Entice to examine visualEntice to examine visual
Make it persuasiveMake it persuasive Appeal to selfAppeal to self --interestinterest
Inject maximum informationInject maximum information
Limit to fiveLimit to five --eight wordseight words
Include the brand nameInclude the brand name
Entice to read body copyEntice to read body copy
Entice to examine visualsEntice to examine visuals
Guidelines: Guidelines: Purposes: Purposes:
Gives news about the brandGives news about the brand Emphasizes brand claimsEmphasizes brand claims
Gives advice to the readerGives advice to the reader
Selects targeted prospectsSelects targeted prospects
Stimulates curiosityStimulates curiosity
Establishes tone & emotionEstablishes tone & emotion Identifies the brandIdentifies the brand
The HeadlineThe Headline
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Magic Words (JohnMagic Words (John CaplesCaples ))
AdviceAdvice
AnnouncingAnnouncing
At LastAt Last
FreeFree
HowHow
How toHow to
NewNew
NowNow
ReducedReduced
ThisThis
WantedWanted
WhichWhich
Who elseWho else
WhyWhy
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AA--luring Adluring Ad
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The SubheadThe Subhead
Consists of a few words or a short sentenceConsists of a few words or a short sentence
Usually appears above or below the headlineUsually appears above or below the headline Includes additional brand informationIncludes additional brand information
Print size between that of the body and headlinePrint size between that of the body and headline Can communicate more complex selling pointsCan communicate more complex selling points
May stimulate investigation of the entire adMay stimulate investigation of the entire ad Is usually more appropriate with longer body copyIs usually more appropriate with longer body copy
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StraightStraight --line copyline copy
DialogueDialogue
TestimonialTestimonial
NarrativeNarrative
Direct response copyDirect response copy
Techniques: Techniques: Guidelines: Guidelines:
The Body CopyThe Body Copy
Utilize present tense verbsUtilize present tense verbs
Use singular verbs & nounsUse singular verbs & nouns
Make use of active verbsMake use of active verbs
Use familiar words & phrasesUse familiar words & phrases Vary sentence lengthsVary sentence lengths
Involve the readerInvolve the reader
Support the unbelievableSupport the unbelievable
Avoid clichs & superlativesAvoid clichs & superlatives
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Print ad copy may be examined in depth,Print ad copy may be examined in depth,while broadcast ads are fleeting in nature.while broadcast ads are fleeting in nature.
Radio and television ads employ more Radio and television ads employ more
sensory organs than print media, and these sensory organs than print media, and these extra stimuli can obfuscate ad copy.extra stimuli can obfuscate ad copy.
Copywriting for Broadcast AdvertisingCopywriting for Broadcast Advertising
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Use common, familiar languageUse common, familiar language Use short words & sentencesUse short words & sentences
Stimulate the imaginationStimulate the imagination
Repeat the name of the productRepeat the name of the product
Stress the main selling point(s)Stress the main selling point(s)
Use sound and music with careUse sound and music with care
Tailor to time, place & audienceTailor to time, place & audience
1.1. MusicMusic
2.2. DialogueDialogue
3.3. AnnouncementAnnouncement
4.4. Celebrity announcerCelebrity announcer
Formats: Formats: Formats: Guidelines: Guidelines: Guidelines:
Writing Copy for RadioWriting Copy for Radio
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Use the videoUse the video (1 picture = 1000 words) (1 picture = 1000 words)
Support the videoSupport the video
Coordinate both audio and videoCoordinate both audio and video
EntertainEntertain while while selling the productselling the product Ensure flexibility for varied lengthsEnsure flexibility for varied lengths
Use copy judiciouslyUse copy judiciously
Reflect brand personality & imageReflect brand personality & image Build and support campaignsBuild and support campaigns
1.1. DemonstrationDemonstration
2.2. Problem/solutionProblem/solution
3.3. Music & songMusic & song
4.4. SpokespersonSpokesperson
5.5. DialogueDialogue
6.6.
VignetteVignette
7.7. NarrativeNarrative
Formats: Formats: Formats: Guidelines: Guidelines: Guidelines:
Effective Television CopyEffective Television Copy
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SlogansSlogans
Short phrase used to . . .
Increase memorability Help establish an image, identity orposition for a brand or organization
Short phrase used to . . .
Increase memorability Help establish an image, identity orposition for a brand or organization
Good slogans can Be an integral part of brand s image
Act as shorthand identification for thebrand Provide information about the brand s
benefits
Good slogans can Be an integral part of brand s image
Act as shorthand identification for thebrand Provide information about the brand s
benefits
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Common Mistakes in CopywritingCommon Mistakes in Copywriting
1.1. VaguenessVagueness
2.2. WordinessWordiness
3.3. TritenessTriteness
4.4. Creativity for its own sakeCreativity for its own sake
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The Copy Approval ProcessThe Copy Approval Process
Senior ExecutivesSenior Executives
Product Manager, BrandProduct Manager, Brandmanager, Marketing Staffmanager, Marketing Staff
ClientClient
Account Management TeamAccount Management TeamLegal DepartmentLegal DepartmentAgencyAgency
Senior WriterSenior WriterCreative DirectorCreative Director
CopywriterCopywriter
Account PlanningAccount Planning