Bidang kerja copywriting Bentuk-bentuk naskah iklan

DEFINISI by Wikipedia:
Copywriting is the use of words to promote a person, business, opinion or idea the purpose of marketing copy, or promotional text, is to persuade the reader, listener or viewer to act

DEFINISI Copy Writing

Copywriting adalah seni menulis materi komersial yang bersifat persuasif dan tendensius

Fungsi dan Posisi

Copywriting memiliki fungsi untuk menyampaikan pesan secara tertulis/lisan dalam bentuk teks atau audio dari penyampai pesan kepada target audience nya dengan maksud dan tujuan tertentu Integral part of Marketing Communication Marketing (Pemasaran) : building brand Selling (Penjualan) : sell product

Marketing Mix

Product Price Promotion: Marcomm Place

Copywriting Objective

Sales Image building Information Social campaign: psa Need building: Innovation store Culture campaign: KB Character killing

Call Selected call Selected guest Brand building Awareness Issues Counter : Mizone etc

Bentuk2 Copywriting/ Materi Komersial

Print Ad Advertorial Insertion Brochure & flyer TVC TV Sponsored Program Banner Radio Comm Adlibs Time signal Jingle

Radio Sponsored program Outdoor & Ambience Company Profile Brochure, Leaflet Newsletter Web Blog Social Sites:
Facebook twitter

Email blast

Print Ad

Lead in Headline Sub Headline Bodycopy Slogan Splash

Advertorial

Newsy Soft Headline Hidden Fact Educate audience Long copy No slogan No pack Soft selling

Insertion

Brochure alike Minibook alike Education Details Creative media:Ponds Touch sensation:BMJ Sampling: Carefree Certain area

Brochure
HL, SHL, Bodycopy, Slogan Longer copy than Print Ad Detail of product Support of claim:testimonials Contact

Leaflet/Flyer
Simple brochure 1 paper/2 page Shorter than brochure, longer than print Print ad with contact/detail

TVC

Storyline AV part 30, 15, 5 length CU, MCU, LS, Fade in/out, SFX, Supers, MVO, FVO, ANNCR, KID (girl, boy), music idea

TV Sponsored Program

Core idea To b discussed Relevant w/ brand personality & TA

Banner

Reminder Brand/Logo Slogan/Tagline Main message Short Hardsell TV, print, web

Radio Commercial
Strong idea/imagination 60 SFX, MVO, FVO, Music, ANNCR, KID, Fade in/out, under, back sound Simpler = better

Adlibs

Easiest Information Announcers script Bold = important Tanda baca = intonation (.,?!) softsell

Time Signal

Shortest (5) Attractive sound Reminder Brand awareness Sympathy

Jingle

Fast awareness Not song Brand name, slogan Good Jingle: top, fish crisp Pizza Hut Entertaining Memorability !!

Radio Sponsored Program

Core idea To b discussed Relevant w/ brand personality & TA Niche market Interactive

Outdoor & Ambience

Shorter Better 3 5 Brand/logo, slogan, punch line Relevant to their activity Brand experience merchandise

Company Profile
Corporate : b2b Outline 1st: vision, mission, philosophy, objective, BOD/whos who, track record, portfolio English Long term Image

Newsletter

Newsy To member Corporate news/update Brand loyalty management Consumer promo info Create needs

Web

Official web: Corporate Online company profile Informative Detail Image of the corporate/brand

Blog
Interactive Updated Daily maintenance Casual Friendly personal Warm Niche More credible

Social Media: Facebook

Personal Interactive Updated Open (terbuka) Word of mouth More credible Loyalty management: group/fans Brand experience: game

Twitter

Newsy Mini newsletter Friendly Event promo Sales promo Interactive Trending topics Research: case test Dont push

Email Blast

Intriguing subject Emotional matter: laugh, cry, sympathy, touched Educating Inspiring Gossipy

Copy Crafting...
1. 2. 3. 4.

The How to Say Slogan/tagline Concept statement/ idea/ approach Execution Production