Introduction

Copywriters
1. Copywriters are the individuals who select the words and mold the message, or copy, in an ad. 2. Art directors determine how an ad will look. 3. Copywriters and art directors work in a team under the management of a creative director. 4. Copywriters have several special qualities.
a. They are experts on words and love working with them. b. They are versatile. c. They are open to critique of their work and are willing to rewrite.

Some products lend themselves to visual interpretation, and others need more verbal support. There are five situations in which words are the crucial part of the message.
- When the message is complicated - When consumers are seeking information to assist in making decisions about highinvolvement products - When the product needs explanation, as in how it operates - When there are abstract qualities to convey - When key phrases such as slogans and jingles need to be locked in with audience members

Advertising copy
It is a simple, succinct, specific, personal, focused, original, and mixes lengths of sentences and paragraphs, envisioning a particular target audience member when writing tends to help develop the appropriate tone for an ad.

Guidelines to copywriting
Writing advertising copy requires a different approach. - Simplicity is a key to effective advertising copy. - Advertising copy is succinct, short, and to the point. - Copy is tightly edited to eliminate any unnecessary words or ideas. - Copy talks about specifics of a product, not broad generalities. - Ad copy focuses on a single, strong point. - Copy captures a conversational tone that emulates the way people talk casually.

Guidelines to copywriting
- Ad copy strives to use original ideas and phrases. - Mixing sentence and paragraph lengths, using subheads to break up long copy blocks, and employing other devices lends variety to ad copy. - Copywriters often write as if they are addressing a single target member in order to capture the right tone for the ads. - Grammar is generally adhered to unless there is a clear advantage in relation to making a point or an effect to be achieved. - Despite entertainment media depictions, good copywriters avoid formulaic writing with clichs, stereotypes, superlatives, and generalities.

Copywriting for print

A. Copy elements

1. Display copy is the large elements noticed on the first scan of an ad. 2. Body copy is the text that is read more thoroughly than display type. B. Display copy 1. Headlines a. The key element in print advertising that conveys the main message. b. Good headlines attract the target audience and filter out non-prospects, work with visuals to gain audience attention, identify the product, the brand or the main selling message, and lead the reader to the body copy. c. Direct action headlines identify the product category and link it to the brand benefit. Assertions Command How-to News announcements d. Indirect action headlines dont relate as directly to the product, but tend to be effective attention getters. Puzzles Associations Blind headlines

2. Other display copy

a. b. c. d. Captions Subheads Taglines Slogans Use of unexpected phrases Rhyme, rhythm, alliteration Parallel construction

C. Writing body copy

1. Use of call-outs 2. Standard body copy styles a. Straightforward b. Narrative c. Dialogue d. Explanation e. Translation 3. Leads help readers decide whether to read further. 4. Closing paragraphs and lines review the creative concept and call readers to action.

D. Newspaper advertising
1. A non-intrusive medium 2. Straightforward and informative copy E. Magazine advertising is longer, contains more detail, and higher quality reproduction than newspapers. F. Directories require copy that has staying power over a year and cant include timely copy. G. Collateral materials, or product literature, are detailed information in brochures and pamphlets that can be produced by advertising or by public relations personnel. H. Posters and outdoor ads rely on brief display copy to present a succinct, and often clever, selling point.

Writing for specific mediaprint

Newspaper is a non-intrusive advertising medium that offers straightforward and informative copy.
Magazine advertising is longer, contains more detail, and has higher quality reproduction than newspapers. Directories require copy that has staying power over a year and cant include timely copy. Directory ads should be linked to ongoing campaigns Collateral materials, or product literature, are detailed information in brochures and pamphlets that can be produced by advertising or by public relations personnel. Posters and outdoor ads rely on brief display copy to present a succinct and often clever selling point

Writing for specific media: Radio

A. Radio presents a number of features that distinguish it from a print advertising channel.
- Radio is a personal medium that can speak to listeners in a conversational way. - Because radio is structured with a variety of formats, it can reach interest groups who tune to particular stations such as talk, news, or album oriented rock. - Many people use radio as a background factor, leading to inattention. Writers must strive to keep listeners tuned in. - Repetition of key points such as brand name, store location, and phone number, helps build retention. - As in print advertising, radio must conclude with a call to action that helps listeners understand how they are to respond to the ad. - Radio ads are present for a moment, then gone. Listeners cant go back and check the third line of copy like they can with print media.

B. Radio style

1. Be conversational 2. Use words to paint pictures in listeners minds

Writing for radio

C. Tools of radio copy

1. Voices can deliver dialogue, announcements, and jingle lyrics. 2. Music helps set the stage, but is most effective in establishing mood. 3. Sound effects work largely to establish the setting of the action.

D. Planning the commercial

1. Commercials are generally 30, 45, or 60 seconds. 2. Copywriters use scripts to convey the commercial to producers. a. Actors lines, music and sound effects are detailed in a column on the right of the page. b. The sources of the sounds are identified on the left of the page. c. Instructions, descriptions, and things not spoken are written in capital letters.

Television advertising combines words, music and sound effects with moving images.
A. Characteristics of television copy
1.

Storytelling 2. Ability to touch emotions 3. Action 4. Ability to demonstrate a produce in use

Writing for Television

B. Tools of television copywriting

1. Video carries the weight of the message in television; it tells the story. 2. Audio augments, reinforces, and punctuates the video story. 3. Sets may be in studio or on location. 4. Writers help cast the appropriate talent to deliver the story. 5. Writers determine the pace of commercials.

C. Planning television commercials

1. Storyboards give a frame-by-frame description of a commercial. 2. Commercial lengths are 10, 15, 20, 30, and 60 seconds. 3. Commercials are often developed around a key visual that anchors the spot.

Writing for the Web

A. Interactivity creates the need for writing two-

way communications.

B. Banners are the most common form of online advertising.

1. Banners that invite involvement are the most effective. 2. Omitting a company name is the most frequent error of banner advertising.

C. Web ads are accessed after surfers have been driven from other sites or mass media ads. D. Other Web advertising has employed innovative, interactive uses of the medium such as Procter and Gambles Send-a-Kiss campaign and Oxygens audience participation in a program.