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FSU ADV 3008 - Copywriting

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CopywritingWords in the advertisement:● Dialogue● Voiceover narrator● Headline: most important copy component of print ad, designed to attract attention, segment readers & leads readers into the rest of the copy○ Direct headline: Product name & Product benefit/attribute (has to have both) reader takes away these two main points○ Indirect headline: Curiosity, puns, word play, creates interest in rest of ad, higher readership  provokes thinking● Tagline: slogan (signature), designed to attract attention, provide a link & summarizes brand position○ Effective Taglines = short (no specific length), easy to remember, trigger thoughts about the brand● Logo: visual design representing the company/product, serves as a cue to recall, stimulates recognition of the product/company● Body Copy: Reasons for purchase, detailed info, not always formal paragraphs○ Lead paragraph: bridge from headline to body copy○ Interior paragraphs: the meat of the ad details. (High involvement product = usually a longer copy)○ Final paragraph: call to action asking for a behavior ex = test driveWriting Good Copy:● Benefit to the reader: solution to a problem, consumer point of view, single purpose● Write to one person: psychographic profiles● Involve the reader: indirect headlines, present the unexpected● Create Credibility & Believability: especially important when dealing with facts● Writing style: relationship building with customers, conversational tone, personalPrint Production:● Layout: The orderly arrangement of all the copy elements plus all the artwork  most likely to stop the reader and grab their attention● Visual vs Verbal : shift from heavy reliance on copy, greater emphasis on visual○ Visual = broad image○ Copy = main point** elements must work together **● Illustration Tasks:○ Attention for the headline○ convey broad ideas○ Feelings and Emotions○ Tell stories● Illustration Contents:○ Product alone○ Product in use○ creation of image/mood○ charts, tables, graphs: more likely to be effective this way○ dramatization of product featuresDesign:● Balance: equality of elements vertically & horizontally (pleasant look & feel)● Focal Point: single element that draws the reader into the ad, one focal point per ad  starting point for the ad○ Copy: headline○ Visual: illustration, photo● Eye Movement: The manner in which an eye reads the ad, upper left to lower right○ Gaze Motion: Created by a layout that purposely breaks natural eye movement■ Eyes, limbs, structures● Unity: The extent to which all elements of an ad tie together, continuity in a campaignTypes of Layouts:● Picture Window (Standard):○ Illustration: draws you in○ Headline: doesn’t have to be at the top○ Body Copy■ Extensive Copy■ Large illustration● Poster: bold visual will dominate; creates mood/image/feeling, very limited copy● Copy Heavy: extensive copy with little or no visual support, serious/involving topics● Broadcast Production:● Script: specifies the audio and video instructions, allows for discussion of proposed commercial (many departments are involved), internal use● Storyboard: developed from script, serves as the blueprint for the production of the commercial○ Components:■ Visuals: pictures showing main scenes■ Video written description of what camera sees■ Audio: written description of what is heard○ Presentation: to help sell creative ideasTelevision Production● Preproduction: all decisions and planning prior to filming  set design, lighting, catering, casting, rehearsal, etc.● Production: shooting the storyboard (often times the easiest out of the three)● Post Production: all activity after the filming of the storyboard narrator’s voice, music, sound effects, computer graphics,etc.● Creating Effective Television Commercials:○ Visually captivating: most content is visual○ K.I.S.S.: Focus on one main idea  keep it sweet & simple○ Opening is critical: attention must be grabbed early○ Entertainment as a means to sell: advertising is not pure entertainment○ Believable: credibility is crucial○ Show desired behavior when possibleRadio Production: No visuals = increased difficulty● Creating effective radio commercials○ Grab attention early: station switching & tuning out○ “Theater of the mind”: using voices, sound effects, and music to let the listener’s imagination create visuals○ Music & jingles: most programming is music based○ Image transfer: transferring a visual created in a visual medium to radio doesn’t work if campaign had originated in radio○ K.I.S.S.: focus on one main idea○ Ask for action/behavior○ Repetition (sometimes of the brand name): listener can’t see product● Specific radio strategies: ***helps create theater of the mind***○ Humor: be careful because humor is subjective○ Unique Voices○ Sound Effects (sfx)○ Music● Directional Research: Research that guides the creative effort by providing a clearer view of the realities faced by the creative team○ Useful during situation analysis: consumer analysis, product analysis, competitive analysis, macro analysis● Assessment Research: Evaluates the success of the creative product in achieving strategic objectives○ research conducted early in the decision sequence has the greatest value○ conducted throughout the entire creative processPretesting:● Developmental pretesting (concept testing)○ Conducted during strategy development○ Early in the creative process are concepts appropriate for achievement of objectives?○ Quick and relatively inexpensive feedback, small samples, focus on awareness and attitude changeFinal Pretesting: Finished ads or close to finished, last check before investment in media  largest portion of budget (** best is to use a combination of the two**)● Field Test (test market): More common, conducted under natural conditions, sacrifice control for real world impact● Laboratory Test: Exposure in a controlled setting, sacrifice realism for control  results are slightly skewed because lack of natural setting● PostTesting: after the campaign is in the marketplace, evaluation of campaign objectives, beginning of situation analysis for the next campaignWhat is Measured:● Awareness: day after recall the % of respondents that can recall a message the day after exposure to the message○


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