Comstrat 380 1st Edition Lecture 15 Outline of Last Lecture I. Got milk’s got legs 1993-2014II. Managing creative strategiesIII. Science and artIV. The copywriterV. How to write an effective copyVI. How is copy created for printVII. Headlines are 80%Outline of Current Lecture I. How to write other display copyII. How to write body copyIII. Writing stylesIV. The lead paragraph V. The closing paragraphVI. Print media perksVII. NewspapersVIII. Print media requirementsIX. Print mediaX. How is copy written for radioXI. Tools of radio copywritingXII. The practice of radio copywritingThese notes represent a detailed interpretation of the professor’s lecture. GradeBuddy is best used as a supplement to your own notes, not as a substitute.XIII. The radio scripts roleCurrent LectureI. How to Write Other Display Copya. Captionsi. Second highest readershipii. Provide information about the visualb. Subheadsi. Lead reader into copyii. Larger than body copyc. Taglinesi. Short, catchy, memorable phrasesii. Rarely changediii. Creates corporate identity along with logoiv. Represents your businessd. Slogansi. Sometimes repeated from ad to adii. Used to reinforce brand identityiii. Represents a single product or is part of an advertising campaign II. How to Write Body Copya. Its primary role is to maintain reader interestb. Body copy also:i. Develops the sales messageii. States the argumentiii. Summarizes the proofiv. Provides explanation III. Writing Stylesa. Straightforward: factual, from an anonymous sourceb. Narrative: tells a story in the first or third personc. Dialogue: lets the reader “listen in”d. Explanation: explains how something workse. Translation: translates technical language IV. The Lead Paragrapha. First paragraph of body copyb. Catches the readers attentionV. The Closing Paragrapha. Last paragraph of body copyb. Refers back to creative conceptc. Wraps up the Big Idead. Usually includes “call to action” VI. Print Media Perksa. Magazinesb. Offer better quality of ad productionc. Ads can be more informative, with longer copyVII. Newspapera. Considered a less intrusive mediumb. Copy is more straightforward ad informativeVIII. Print Media Requirementsa. Posters and outdoor advertisingi. Primarily a visual mediumii. An effective creative concept marries word and visualsIX. Print Mediaa. Collateral Materialsi. Used in support of advertising campaignsii. Provides details of a product, company or eventb. Product Literaturei. Detailed copy about a product, company or eventii. More informative with longer copyX. How is copy written for radio?a. Ads run short: 10, 15, 30, or 60 secondsb. Must be simple enough for consumers to grasp yet intriguing enough to prevent switchingc. Creativity is key to creating clutter – busting ads to breaking through the surrounding noised. Theater of the mind is radios special advantage XI. Tools of Radio Copywritinga. Voicei. The most important element in radio advertisingii. Uses an announcer of characterb. Musici. Used behind dialogue to establish mood and settingii. Jingles are catchy and “hummable”c. Sound Effects (sfx)i. Grabs attention and makes the ad memorable XII. The Practice of Radio Copywritinga. Keep it Personalb. Speak to listeners interestsc. Wake up the inattentived. Make it memorablee. Include call to actionf. Create image transfer XIII. The Radio Scripts rolea. Helps the producer create the commercial as the copywriter imaginedb. Contains the words, dialogue, lyrics, sound effects, instructions, and