sub- divisions of copy

7/28/2019 Sub- Divisions of Copy

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Sub- Divisions of Copy


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Headline

A headline is a word or phrase which is

prominent and catching than other elements

of the copy.

Headline is the most crucial part of an

advertisement. Basically, it is used to arrest

attention and create interest.

They are inviting enough to motivate the

reader to read the advertisement copy further.


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Many headlines do the positioning work

They highlight a product benefit that is most

important

Many headlines are musical, whereas many

are curious. Some headlines are newsy.


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Basics of Writing Headlines

They should suggest a quick and easy way out.

It has the capacity to satisfy some need or

want.

Self- interest is created in every headline

The headline should always target the

advertisement towards prospective

customers.


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Functions of Headlines

Headlines establish a link with targetaudience. It is an attention getting device.

The headline should move us/ propel us to

read the further copy. Attention should lead tointerest in the product knowing more aboutit.

It is the essence of the whole advertisement,which may or may not be read. Headlinerepresents the whole advertisement copy


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Essentials of Good Headline

You must beak the ice. You should deviate from

others in what you want to say. Your approach

should be fresh.

You have to be concise. Most of the headlines are

brief but telling.

They should be specific. They must convey the

exact message. Headlines should be provocative. For this they

combine a strong interest appeal with originality.


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Relevance is the cementing force that binds

the headline and rest of the copy. Irrelevant

headline arouses interest, but doesnt pass on

to the product.

Being different and relevant are the two

secret words of advertising.


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Different forms of headlines

Direct Promise headline- Ponds special baby

powder headline promises you to take good

care of your baby. Such Advertisements indicate

the benefits of product in direct manner.

News Headline- It may include new promises,

product improvements, price reductions. Parle

Monaco was again made available in a big pack.So headline was the big Monaco pack is back.


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Curiosity or proactive headline- Sweetex, a nonsugar sweeter uses this technique very efficientlyin its recent advertisement. The headline is astartling statement, followed by a question:

Theres a rich, gooey chocolate cake hidden in thepicture. Can you spot it.

Selective Headline- This headline holds a specificpromise for a special group. Childcare products

are for mothers. The headline identifies thisgroup. The natural choice for mothers whocareChildcare.


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Humorous Headlines- Though practiced with

caution, sometimes it really works wonders.

Hungry Kya


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a copywriter must know about

The competition

Appeals to be used

The theme

The objectives of the copy

The target marketThe elements of the marketing mix


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Different Types of Copy

Scientific Copy In this copy the technical

specifications of a product are explained. The

merits of the product are described in

scientific terms. Saffola- a low cholesterol oil

makes use of scientific copy.

Descriptive Copy- In this the product

attributes are described. The copy uses directactive sentences.


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Narrative Copy- Here a fictional story isnarrated. The benefits of the product emergefrom the story. Maybe narrative is humorous.

Colloquial Copy- Here informalconversational language is used to convey themessage

Tropical Copy- When the copy is integrated tothe recent happening or event, it is said to betropical copy.


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Endorsement Copy- In these copies, a product

is endorsed by an opinion leader who has a

large following.

Questioning Copy- In this copy, several

questions are put forward not to seek

answers but to emphasize a certain attribute.


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Essential of good copy

It must be compact and appropriate

It must be clear and creative

It must have character and colour It must be interesting and entertaining

It must be action oriented


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sub- divisions of copy

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