CopywritingCopy - the words in the ad (does not have to be written down)Words in the advertisementDialogueEX: can be full of words Career Builder adEX: can be very little spoken mostly visual Google Chrome adConversations between peopleBroadcast mediaVoiceoverOff camera voice speakingBroadcast mediaHeadlineTaglineWords in logoBody copyHeadlineMost important copy component of a print adDirect HeadlineProduct name - must be mentionedProduct benefit or attributeReader takes away these two main points even if you don’t read the rest of the adCatches the readers’ attentionYou don’t have to read the entire ad to get the message or entire point of the adA lot of companies rely of direct headlineDoes not lead the reader into the rest of the copy unless very interested in the topicEX: Evanger’s Natural Dog Food ad “Signature Series Slow Cooked Stews for dogs and cats”IndirectMore likely to draw the reader into reading the rest of the copyprovoke readershipYou don’t get the ad until you read the entire adCuriosityNot going to give product name, benefit, or attributeEX: “Your mom wasn’t your dad’s first” - Canadian ClubEX: :G-Force Beats Wrinkle Cream” - Hyundai adPunsWord playCreates interestHigher readershipHeadline TasksAttract attentionSegment readersIf you don’t need tires you don’t care about the adLead readers into copyTaglineSloganTasksGain attentionProvide a consistent link in the campaignUnifying element in a campaignSummarize brand positionWhat do you think about when think about a certain brand?What do you associate with this brand?EX: Nike - “Just Do It”Effective TaglinesShortNo specific lengthEX: Can be short like Coke (2 words) - associates with happinessEX: Long like Nyquil (20 words) - if you’re sick take Nyquil it doesn’t matter if you remember the slogan as long as you associate sickness with NyquilEasy to rememberTrigger thoughts about the brandEX: Gillette “ The best a man can get”Product quality is goodSelf-confidence - the best the user will be able to beEX: Volvo “ Volvo for life”ShortEasy to rememberTriggers thoughts about safetyLogoVisual design representing the company productCan include company nameServes as a cure to recallStimulates recognition of the product and/or companyEX: GoogleEX: TiVoEX: EBayEX: YoplaitHealthy yogurtThin fontDirected at womenComponents of Body CopyNot always formal paragraphsLead paragraphTied to headlineTransition to body copyInterior paragraphsDetails of the adNo specific number of paragraphsFinal paragraphCall to actionWhat do we want the reader to do?EX: Go to the website, test drive the carBehaviorEX: Defend ad - flea medicine for dogCall to action: call your vetWriting Good CopyBenefit to the readerSolution to a problemConsumer point of viewSingle purposeWrite to one personPsychographic profilesWhat are people’s interest, how much time they spend online, where do they blog, what coupons do they useWe consume ads individually, one at a timeInvolve the readerPresent the unexpectedMake them want to careCredibility and believabilityEspecially important when dealing with factsAds don’t always tell us the while story only tell us one sideEX: Ask your vetWriting styleRelationship buildingWith target marketConversational toneDon’t want to speak too formally, or down to them - speak with themPersonalCopy will be different if you’re writing in a health care magazine than if you’re writing for a teen magazinePrint ProductionLayoutThe orderly arrangement of all the copy and artwork (like a puzzle - each element is a piece to the puzzle)Headlines and illustrations are the most likely elements of a print ad to stop the reader-grab their attentionVisual vs. VerbalShift from heavy reliance on copyShift from verbal to visualGreater emphasis on visualVisual - Broad imageCopy - Main pointMore effective of communicating a main point2 elements must work togetherEX: Skin cancer print adHuge picture (broad image)Copy across woman’s stomach (main point)Illustration TasksAttention for the headlineConvey broad ideasFeeling and emotionTell a storyIllustration ContentsProduct aloneLeast commonEX: Tiffany-sells itself (little blue box)Product in useEX: Stouffer’s Lasagna - showing a family serving and eating it for dinnerCreation of image and moodMood developmentEX: Root Water - serine, relaxation, back to nature, mountain in the background and a lake in the foregroundCharts, tables, graphsEasier to comprehendDramatization of product featuresHard to show in real lifeEX: Mini Cooper - making the car look like its going faster by trees or lines (computerized trees)EX: Eclipse - how to get rid of bad breather (onion, anvil, scissors)EX: Mount Sinai - minimally invasive sports surgery (baseball with little stitching)Design - illustration & copy combined (putting the puzzle together)BalanceEquality of an ad’s elements horizontally and verticallyPerfect balence top and bottom/left and rightTo provide an esthetically, balancing pleasing adEX: Adidas ad - stretched across 2 pagesFocal pointThe single element that draws the reader into the adWhere the eye is drawn to immediatelyOnly one focal point per adCopyHeadlineVisualIllustrationPhotoEX: Blue Cross Blue Shield - triangle brings you directly to the little girl’s face (triangle face arms copy)Make sure readers follow a path - guide the readerEye movement (see drawing on page 46)The manner in which the eye reads and adUpper left to lower rightGaze MotionThe layout purposely breaks the eye’s natural movement - more actively engaged/involved readerAnything at points a reader will followCreated by a layout that purposelyEyesStraight out, or looking at something the reader should look at (important part of the ad headline)LimbsArms and legsStructuresFlowing to where the important parts of the adEX: Starbucks - escalator flows to the cup of coffeeUnityThe extent to which all elements of an ad tie togetherContinuity in a campaignEX: Kraft Milk-Bite Bars3 adsFind me in the dairy isleConsistent characterTypes of LayoutsPicture Window (Standard Layout)Illustration (Visual)HeadlineBody copyExtensive copyLarge illustrationCombination of bothProducts with a story to tell or to make a visual importantPosterBold visualCreates mood, image, feelingEmotional approachVery limited copyTrying to sell more about the brand identity rather than the featuresEX: Absolut Vodka, ChanelCopy HeavyExtensive copyLittle or no visual supportSerious and
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