ADVERTISING COPY

Presented By Ruchi Agarwal

CONTENTS
Definition of Ad-copy Qualities of good Advertisement copy Elements of good Ad Steps in copy development
i. ii.

Fact finding stage Idea finding stage

Copy testing How to create successful advertising copy Conclusion References

DEFINITION
Text of a print, radio or television advertising message that aims at catching and holding the interest of the prospective buyer and at persuading him or her to make a purchase all within a few short seconds. The headline of an advertising copy is said to be the most important part, and quite often a small change in its wording brings disproportionate results.

QUALITIES OF GOOD ADVERTISEMENT COPY

The good advertisement copy should possess some of characteristics like:
Awareness

value

Problem-solving Recall

value

Sincerity

CONTD.
Enlightening

Instinctive

value

ELEMENTS OF A GOOD AD
An ad that includes at least the following elements might be expected to be good:

Attention Promise of Benefit Credibility Persuasiveness Interest Desire Action

STEPS IN COPY DEVELOPMENT

Alex Osborn, founder of one of the largest ad agencies in the U.S and a doyen in the study of creativity in advertising and copy development has identified two main stages in the overall copy development process:
i.

Fact finding stage Idea finding stage

ii.

FACT FINDING STAGE

In the fact finding stage, the advertisers actual requirements have to be identified and pinpointed first.

What is the central issue to be tackled? What is the issue to which the total campaign has to address itself? What are the overall communication objectives? What is the specific communication objective of the proposed campaign?

IDEA FINDING STAGE

A good idea is the basic condition for success of an advertisement. In this stage tentative ideas are developed under different idea heads. They are further processed, developed and screened. Catching the right idea is only the starting point. The copywriter has to further develop the detailed theme and the total advertisement story.

IDEA BEHIND SUNSILK AND LUX

Sunsilk is all about hair drama. The global communication brief for the brand is built around this theme. For Lux, the theme is brings out the star in you. All campaigns of Lux are built around this idea.

Reynolds Permanent Markers ad copy is another good example for a simple and effective idea. A dot with the Marker on the cheek of one of the twins is enough to identify one from the other; a permanent mark!

COPY-TESTING

Copy testing is a specialized field of marketing research. It is the study of television commercials prior to airing them, and is defined as research to determine an ads effectiveness based on consumers responses to the ad. Copy testing can be divided into two category:
i. ii.

Post-test Pre-test

HOW TO CREATE SUCCESSFUL ADVERTISING COPY?

Writing effective copy for ads, web pages, sales letters and other marketing communications isn't difficult when you know what works. Their are seven rules which is used to create successful ad copy.

Define the goal of your message Know your audience and what they want Appeal to their self-interest, not yours

Make an emotional appeal, not a logical one

Don't give them any choices

Don't give them any choices

Make your best offer

CONCLUSION
Writing is not the manipulation of words -- it's the expression of ideas. Advertising is one of the major factors for the success of any company. The success of advertising depends very much upon the copy of advertisement. While preparing the advertisement copy the person in charge should be imaginative enough to think of words and patterns which would produce desired effect on the prospect.

REFERENCES

Marketing management by Ramaswamy and Namakumari info@brickmarketing.com Wikipedia